You’re done with the emails, phone calls, talking and talking about strategy and projections–you’ve got the client’s autograph on the contract’s dotted line. The sale is done, right?
Wrong. Very wrong.
Client Onboarding Best Practices
The Essential Question: What is Client Onboarding?
Client onboarding is the process of welcoming new clients to your company. This is the first step on their journey with your agency where they get the full rundown of information. Points it includes are, addressing questions or concerns your client may have, ensuring everyone is on the same page, and making sure your client feels confident in your ability to achieve their desired outcome. The proper onboarding will help establish complete client satisfaction and will increase your chances of retaining them.
Before the Onboarding Process
There are plenty of businesses out there who send out their sales team to bring in clients and then creative, web, whoever gets a new project. There should be a meeting after the contract is signed and before the onboarding where the team who will work on the project are briefed about it. it needs to be clear what work is assigned and what the client’s expectations are. A great beginning to an onboarding meeting is a brief sample of what the work is projected to be like in reality so the client gets more comfortable entrusting your employees.
No matter what, keep in touch with the client, even if you haven’t started work or are waiting on external parties. The first thing you should ever do, even before the contract is signed, is to follow the business and/or owner on social media (Facebook page, liking posts, retweeting, and following on Twitter, LinkedIn, and Instagram.) Commenting on a video with a simple “Great idea, thanks for sharing. Speak soon!” could be the difference between a long-term agency/client relationship and the client moving to a new agency.
Look at Their Data
In order to improve on the client’s business, you need to know what works, what doesn’t, and what they want to see more of. The top three things to think about are:
- Who is the typical buyer?
- Where does their most valuable web traffic come from?
- Where does the majority of their web traffic come from?
- What’s working well?
- Which areas are struggling?
To view data and start working you’ll need access to any software they use such as their Google Analytics, Facebook/Twitter/LinkedIn ads, and anything else. Get any other informational materials you may need from them as well.
Clarify All Expectations
It doesn’t matter what your expectation of success is, what is the client’s? You must have clearly outlined and measurable goals such as, “Increase ad traffic to landing page by X%” When requests are too vague (aka “drive more traffic to the website”) everything is up in the air. Traffic from where? Which page of the website? Along the way, you also need to communicate about how the project is moving along. If you’ve surpassed the initial goal, what can you do next? If you’re not quite sure why the strategy isn’t working, find out what you’re missing. The client would rather be in the loop helping to meet the goal rather than be blindsided by a bill for nothing.
Prove Immediate Value
New clients are understandably skeptical, so show them your value immediately by looking at their website to start with. You may be able to take 15 min and add metadata to their pages, showing them an immediate increase in web traffic by “X” amount.
Ready to get ahead of the competition? Contact Turn The Page Online Marketing today to learn more.