Tired of Feeling Like a Number? 5 Ways to Build Real Client Relationships
- Dorien Morin-van Dam
- Nov 17
- 4 min read
If you have, or had at some point in time, school‑aged kids, you’ve probably heard of the 'summer slide' as it pertains to literacy and math. It is that slow drift backward when learning stops over summer break. Yikes!
As a mom of four (now young adults), I’ve lived it. Summer break in the US can last up to 12 weeks, while it's usually 6 weeks in Europe. I grew up in the Netherlands, and as a kid, that summer break felt loooooog. Once I became a mom in the US, those 12 weeks sometimes seemed insurmountable!
Being aware of this summer slide phenomenon, I did everything I could to slow it down for my kids. I signed them up for summer reading programs, took them to the library weekly, and yet... there was a definite 'reintroduction time' when the new school year started. It was hard on everyone.
Kids
Teachers
Parents
But hey, why am I talking about the summer slide?
Beware of The Business Summer Slide
I’ve noticed something similar in business. ☹️
In summer, like we did when we were kids, we coast.
Not everyone, but a lot of us do.
We let check‑ins slide.
We lose momentum.
with client connections
starting new campaigns
long-term planning
It happens.
Yet summer is a PERFECT time to learn more, do more, and prepare for a busy Q4.
If your marketing agency, your marketing partner, or even your own marketing team is showing signs of the same slide, i.e. they are coasting and hoping you don't notice, this might be the perfect time for a relationship audit.
Fact: Real client Relationships Shouldn’t Go on Vacation
Marketing is personal. Marketing is everything!
You are literally handing over the voice of your brand to a person or team to speak on your behalf.
Whoever does your marketing should be ready to sound like you, act like you, and build relationships like you at all times even, or should I say, especially, in summer months!
Whether you’re the founder or the marketer, you deserve to feel understood. This relationship is a two-way street.
Communication needs to be
frequent
clear
open
goal-oriented
inclusive
If your
marketing team knows your what, but not your why
meetings find you re‑explaining your business and its goals every month
marketing feels reactive, instead of proactive
If one or all of these are true, you might be ready for an upgrade. If warmth, empathy, and humanity are missing, take it as a warning sign that your marketing is lacking.
5 Signs It’s Time to Break Up With Your Agency
It’s not drama. It’s strategy. And it's called being in business.
Here are five red flags to look for, signs it might be time to break up with your agency or your marketer:
You’re constantly re‑explaining your business or custom audience.
The work feels copy-and-pasted, not custom-designed for your brand.
You only communicate when deadlines loom or disaster strikes.
There are no clear metrics or progress reports.
You don't feel excited to share wins together (of there are no longer any wins to share!)
If any of this feels familiar, it’s time for a serious check-in. Or perhaps a well-planned exit this summer!
5 Ways to Build (or Rebuild) client Relationships That Matter
Great partnerships are built, not found.
My longest client? I am 9 years in. Still working with them. Still going strong.
Whether you represent an agency or are the client, this is what it to takes to build a real relationship.
Schedule regular check-ins focused on growth, not just tasks. I recommend meeting more frequently (instead of 1 hour every two weeks, 30 minutes every week). This prevents last-minute 'emergencies' and 'unexpected' deadlines.
Use a shared dashboard, agenda or progress tracker. This can be a tool like Asana, Notion, Airtable or a simple Google Document to keep track of tasks. Note: My clients get to choose their preferred tool and I join their dashboard, unless they don't have one. In that case, I set up our system when I start working with them.
Celebrate birthdays, launches, and personal wins together. Yes, leave room to check in and ask, 'How was your weekend?' or 'I remember you went to that wedding. How was the travel?' Communication means doing both: talking and listening.
Use video or audio to further the relationship. Send (video) Looms, DMs, or voice notes to stay connected. If you are so inclined, share your cell number for emergencies. Once I've worked with clients for 6+ months, we share cell numbers to be used for urgent messaging only.
Onboarding should feel like a handshake, hold a promise, and be done virtually or in person by setting up a meeting! It should not just be a form.
Truth: If you're on the client side, i.e., doing the hiring, ask for these things. A true partner, whether an agency, freelancer, or marketing consultant, will welcome them.
Think Conversation
Brooke Sellas, founder of B Squared Media, coined (and trademarked) "Think Conversation, Not Campaign™."
I think (pun intended) this quote captures what’s often missing in agency-client relationships too.
Real listening. Real conversations.
Too many marketing agencies prioritize performance dashboards and campaign outputs, but forget that clients want to be heard. Marketers need to prioritize listening to clients. The 'Think
Conversation' mindset is just as important in client communication, as it is in your marketing strategy!
Through My Orange Glasses
When my orange glasses became part of my branding, the tagline was:
(F)our eyes on your social media.
But over the years, I’ve learned that seeing isn’t enough. So today I’m making it official:
(F)our eyes and ears on your social media.
Great marketing is more than what you post, plan, or promote. Great marketing is about what you hear, understand, and remember.
When I meet with my clients, I see the people behind the brand. I hear their stories, challenges, and ambitions.
Over the years, I've come to understand this to be true. When relationships slide, the strategy does too.
And when the connection stays strong?
Trust deepens, creativity grows, and the results follow. Every single time. 🧡
Cheers,
Dorien
