The document discusses the importance of onboarding new clients for digital marketing agencies. It emphasizes that onboarding involves more than just setting up account access and includes knowledge transfer, setting expectations, planning details, and creating campaign timelines. The document provides checklists for knowledge transfer, planning details, setting expectations, and outlines steps for presenting plans, setting communication parameters, and differentiating between goals and guarantees. The overall message is that thorough onboarding lays the foundation for a successful client/agency relationship and campaign launch.

1. March 3, 2015
Client
Onboarding:
More than Just
Securing Account
Access John A. Lee
Managing Partner – Clix Marketing
@john_a_lee

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@john_a_lee
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Managing Partner: Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Prior Sentences Served:
Hanapin Marketing
Wordstream
Writer:
Search Engine Watch, The SEM Post, ClickZ, Clix
Marketing Blog, Acquisio Blog, PPC Hero
Speaker:
SMX, SMX Social, SES / ClickZ Live, HeroConf, State of
Search
Who the Heck is this Guy?

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 Knowledge Transfer
 Details, Details,
Details
 Set Expectations
 Take Off!
Pre-Flight Checklist

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Knowledge Transfer

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 Successes & Failures
 Define Success
 Tracking Systems
 Channels
 Budgets
 Decision Makers
 Communication &
Reporting
Knowledge Transfer Checklist

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Discuss past successes and failures.
• What worked? What didn’t? Why?
• What kind of testing has occurred?
• What channels have been explored?
• What kept you from reaching your goals?
Past + Present = Future

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Define Success
What is success?
• Leads? Sales? CPA?
ROI? ROAS? Margin?

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Not all websites are created equal.
You know client’s definition of success:
• What systems are required to track these
metrics?
• Don’t be satisfied with basic conversion tracking.
• Analytics. CRM. E-commerce. Proprietary Databases. Get it All.
Tracking Systems

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Channels
• Search
• Display
• Social
• Native
• Non-traditional
Channels
• Review sites, vertical-specific
content.
Follow the White Rabbit…
Budgets
• Ad Spend
• -Agency Fees
• Required to Break
Down by Channel?
• Separate Testing
Budget?

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Who Are the Decision Makers?
One contact point?
Maybe.
One decision maker?
Not likely.
Ask who is watching
the data, discover what
they need to know.

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Desired communication
frequency?
• Communication style-match is
important.
Desired reporting
frequency?
• Required data for reports?
• Daily, weekly, monthly?
Communication & Reporting

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Details, Details, Details

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 Account Access
 Team Placement
 Create Campaign
Plan
 Create Campaign
Timeline
Details Checklist

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Leverage tools of the trade:
• Google AdWords MCC
• Bing Ads Agency Management
• Facebook Business Manger
Don’t forget the data:
• Google Analytics
• Call Tracking
• CRM
• (or reports on lead-to-close data)
Secure Account Access

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Planning
• What work is
required?
• Landing pages? Creative? Tracking
implementation? Research?
Campaign creation?
• Who will do the
work?
• Need to hire? Outsource? Get ahead
of the curve.
• What tools do you
need?
Roadmap for Success
Timeline
• Set clear and
reasonable due
dates.
• Drive towards
milestones (goals,
product launches,
seasonality).

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Agency Team Placement
Roles
• Client Contact
• Strategist
• CRO / Landing Pages
• Graphic Design
Are they a fit?
• Skills
• Channel Experience
• Personality Match
• Availability

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Set Expectations

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 Present Plan &
Timeline
 Outline
Communication
Parameters
 Goals vs. Guarantees
Expectations Checklist

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Present the Plan
You grilled the client.
You planned every detail.
Now unleash the magic!
• Present the plan.
• Explain the timeline.
• Be specific with details
and dates.

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Communication Frequency
• Detail call time and schedule.
• Set it and stick to it.
• Explain why if this differs from client’s original request.
• Detail preferred methods of communication.
• Conference calls, cell phone, email, text messages or chat?
• Explain which mediums are best for day-to-day and which are best for emergencies
only.
Reporting Frequency
• Detail how and when reports will be delivered.
• Explain why if this differs from client’s original request.
Set Boundaries

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Promises and
guarantees are traps.
• Work with client to
set reasonable goals.
• Be accountable for reaching goals,
but stay grounded in reality!
Goals vs. Guarantees

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Your client / agency
relationship is ready
for…
Take Off!

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