Skip to content

3 ways to improve your client’s onboarding process

3 ways to improve your client’s onboarding process

opinion expressed by entrepreneur Contributors are yours.

You only get one shot to make a good first impression. In marketing, that is a one shot onboarding process, where you welcome a new customer into the fold and start setting the wheels in motion for a successful campaign. A well-designed onboarding process will help set expectations for both your team and client, while a poorly planned one can sour client-agency relationships.

Mystery? keep it simple. In just three steps, you can successfully enroll a new client, ensure a successful campaign launch, and reinvent yourself as an agency they’ll stick with.

RELATED: 5 Ways to Ease New-Customer Onboarding

1. Define campaign terms before starting work — no exceptions

I usually have two or three meetings with a potential client before I sign on. The first is a standard introduction, and the other one or two are long discussions about my own business goals and how I can achieve them. Then, I take what I’ve learned and come up with a campaign that I think will serve them well. Before we go any further, I have thoroughly reviewed the contract with them and agree to the terms.

You do not want to run a campaign without the terms of service established. Failure to do so may result in the customer walking away due to failure to meet unreasonable demands. Your customers may be business experts in their field, but they are not marketers. You should be the one defining the terms of the campaign: choosing the best social media platform for them, whether or not they require long-form content, generating views for the ad, and more.

My advice when you’re planning your proposal: think big, start small. Reel them in with a simple starter campaign, and then pitch the appropriate upsells when the time comes for their renewal. For an initial campaign, my go-to is two social media platforms (content and advertising) and a digital service such as email marketing or podcast production.

Whatever you choose, present it to them, note any adjustments they suggest, and get a signed contract. If they’re on the fence, say “Looks like you need a little more time to think about this. I’ll leave this contract with you and get back in a few days.” Arrive in five days, and if they don’t answer, it wasn’t meant to be—at least not yet. However, I have had several clients who ghost me for a few months and come back and sign contracts when the time was right.

RELATED: Eight Client Onboarding Practices You Should Quit Now

2. Hold a Pre-Campaign Meeting to Establish Requirements and Timelines

Once a client is officially signed in, the first thing I do is introduce them to the team that will be working on their campaign. It is important to make these introductions and establish these points of contact early in the process. Otherwise, the new customer will turn to you for any concerns no matter how trivial or easily resolved.

With relevant team members and client touchpoints in a Zoom call, we begin by setting campaign goals, defining what each side needs from the other and when they can get it. Here is a list of deliverables that have been eliminated during the typical pre-campaign meeting:

  • It’s time for the lead account manager and client to come together and set up access to all of the social media profiles, the backend of the client’s website, their email marketing program, Shopify, and everything else.

  • The creative team and client choose what we call a “storytelling meeting” – basically a lengthy interview with the client to get an idea for the desired visual and oral presentation. This meeting usually lasts about 90 minutes.

  • Make sure they have access to our communication equipment – we use Basecamp, as it has separate client and internal sides. I recommend training the client to communicate only through Basecamp, Slack or whatever you use. It’s a lot easier than email.

  • Finally, I tell the client what my team will do over the next few weeks: a website analysis, competitor analysis, keyword research, a SWOT analysis, a first round of creative, and more.

Once that meeting is over, I send them a report and a welcome email that includes similar information. One, because it’s just a polite and professional job, and two, because if they start emailing you asking “where is X, where is Y?” You have an agreed timeline in writing.

RELATED: 5 Ways Your Agency Can Improve the Customer Experience

3. Take three weeks to a month to get your research and introductory material together

I try to lead a month on all campaigns, give my team time to complete all of the above meetings, collect all the data and prepare the reports that will form the client presentation, and prepare all the materials. Will take time for correction and refinement if necessary.

In the past, my approach was to get things done as quickly as possible, so that the client immediately had the pieces of the campaign in front of them. But no one does their best work in those conditions, and it only gives customers the idea that we’ll scramble to move mountains every time they ask.

Quality takes time — I recommend that you don’t sacrifice that time just to impress a customer who’s already signed in. When work is produced on unnecessarily tight deadlines, it usually shows up in the final product.

The onboarding process is important. It sets expectations for clients, introduces them to the team, sets goals for the campaign, and has a first impression of your team’s ability. Refining it in these three relatively simple steps will remove the room for error or clutter and ensure that all clients start their campaigns knowing that you are an efficient, productive agency that cares about their business.

Business strategies, entrepreneurial advice and inspiring stories all in one place. explore new Entrepreneur Bookstore.

credit source

3 ways to improve your client’s onboarding process

#ways #improve #clients #onboarding #process

if you want to read this article from the original credit source of the article then you can read from here

Shopping Store 70% Discount Offer

Leave a Reply

Your email address will not be published.