Have you ever wondered why some clients keep coming back, while others just say “thanks” and disappear? It’s not about price. It’s not the polished PDF reports. It’s the extra mile in service. That small, unprompted gesture that makes all the difference.

I’m not talking about grand gestures or fake overdelivering. I’m talking about the realistic, human, everyday act of “I noticed, and I care.” That’s the heart of what we do in marketing.

When you work in marketing, you serve people under pressure. They have deadlines, KPIs, goals — and often, they’re not even sure what they want. Going the extra mile here means:

• Treating your client as if you’re on their team
• Solving problems before they even realize they exist
• Adding small, thoughtful details that surprise them

Many clients don’t know what they need — and if you wait for them to ask, it’s already too late.

What I did: I had a B2B client only running Google Ads. I proactively pitched TikTok-style content. Sent 3 short scripts unasked. One of the Reels went viral within a week.

What you can do:

Monitor their competitors and send a quick note: “Here’s something we can do better.”

Spot trends (AI, SEO updates, platform changes), and say: “Thought this might be relevant for you.”

You don’t need a task to start a conversation. Going the extra mile means messaging your client simply because something caught your eye — and it could help them.

What I did: A Shopify client hadn’t made a sale in 3 days. I messaged, “Noticed a dip — want to try a flash sale email today?” 27 orders came in that evening.

What you can do:

• If analytics drop, say it: “Your reach is down 30% today — shall we check it?”
• See a news piece related to their niche? Forward it first. No fluff.

They’re not paying you to write 7 captions. They’re paying for what those captions do. If you feel something’s off, work on it again — even if they won’t notice.

What I did: I was writing a tagline for a political campaign. It didn’t feel right. I rewrote it 12 times. Client never asked for changes — but now says it’s his signature message.

What you can do:

• Don’t send anything you wouldn’t use yourself
• Work with heart, not by the hour

Marketing is also about building relationships. If your client posts something they’re proud of, don’t ignore it. Show up.

What I did: A client posted about an event. I reshared it and added: “Proud of you!” He didn’t expect it. A week later, he referred me to a friend.

What you can do:

Drop a thoughtful comment on their new launch

Say something kind — without expecting anything back

Don’t just give them what you agreed on. Add something extra — a bonus idea, next month’s rough plan, or inspiration from other markets.

What I did: I delivered an SEO blog post, and added ideas for two more posts. Client didn’t ask for it. Now he introduces me with: “He always gives more than you ask.”

• Set reminders for their birthdays or launches
• Spot a typo on their site? Fix it quietly or tell them kindly
• When you wrap up a project, ask: “What could I have done better?”
• Keep a file of their favorite tone, fonts, brand quirks — so they don’t have to repeat it

Ask yourself:

1. If I were my own client, would I recommend me?
2. When was the last time I did something unasked?
3. What tiny move would make me stand out from 10 other marketers?

It’s not a trick. Not a hack. It’s how you treat people when no one’s watching. When you notice a gap and close it. When you care enough to go further without expecting applause.

That energy always comes back to you. Always.