You’ve already heard that acquiring a new customer costs 5x more than keeping an existing customer.
So, that begs the question: how do you hang onto your existing customers and avoid having to spend inordinate marketing dollars on customer acquisition?
No matter how great your agency is at what you do, you need a systematic marketing client onboarding process that sets the foundation for a strong, long-lasting, and mutually beneficial relationship while minimizing churn.
Why Client Onboarding is So Critical for Success
It’s natural for clients to be skeptical that you’ll deliver on your promises. A lot of companies have been burned by agencies in the past, and they may have some legitimate trust issues.
Starting off on the right foot with a new client is absolutely essential, and having a structured onboarding workflow optimization process can help you start things off on the right foot.
Onboarding Blueprint done right accomplishes the following:
- Clear expectation setting from day one
- Reduced miscommunication and misunderstandings
- Established trust and credibility
- Improved client satisfaction and retention
- Ensures that clients feel valued and confident in your abilities to deliver results
Steps To Include in a Marketing Client Onboarding Process
It can feel overwhelming to get started on client projects. After all, there’s so much to do! Whether it’s unraveling a past agency’s mistakes or setting up a marketing strategy from scratch, your new client is going to require a lot of handholding, especially in the early days.
Follow this onboarding blueprint to improve your chances of keeping clients for years (if not decades).
Step 1: Set Expectations
This is perhaps the most important step. You can begin setting expectations in your advertising and sales calls, but you cannot overlook the importance of ensuring you and your client are on the same page.
Often, clients get frustrated and begin questioning every dollar they invest in your agency when there’s a mismatch between what they think should be accomplished and what’s actually been done.
To prevent this, we recommend setting these 3 expectations:
- Define success metrics. What KPIs matter most to your client, and what will you do to move them toward their goals?
- Set communication deadlines. Determine how often you’ll check in with your clients, who their point person is, and what channels you’ll use to communicate.
- Clarify deliverables. Err on the safe side with timelines, scope, and responsibilities. And, above all else, be transparent!
Step 2: Create a Personalized Client Communication Workflow
At the beginning of a new client relationship, you can ensure clients trust you and view you as indispensable if you initiate ample communication. This includes:
- A welcome email that outlines key dates and other information that was promised when you closed the deal
- A kickoff meeting to discuss goals, expectations, and timelines
- Information gathering, such as brand guidelines, log-ins for ad and social media accounts, and access to graphics and digital assets
- An outline of roles and responsibilities so your clients know who does what
Step 3: Streamline the Marketing Client Onboarding Process
Instead of approaching each client’s onboarding as a unique process, it’s better to have a system in place that you can duplicate across your agency. Here, onboarding automation is your friend because it’ll help you streamline everything and create consistency.
These tools will be your client onboarding best friends:
- Email marketing: Set up automated onboarding email sequences that guide clients through your process.
- Project management software: Platforms like Asana, Trello, and Monday keep tasks organized and track progress.
- Client portals: Provide clients with a centralized hub where they can access key information, at your discretion, of course!
Step 4: Share Reporting & Performance Tracking To Showcase Results
Your clients expect proactive communication, including what you’re working on, the tasks that have been completed, and the results you’ve achieved for their business.
Having a reporting system in place ensures transparency and reinforces the value that your agency provides. Depending on your infrastructure, you can consider having live dashboards that update KPIs in real-time.
At the very least, you should be providing monthly reports that are visually appealing and easy to read. A digital agency mentor can give you guidance if you don’t know how to set up reports or dashboards.
Master Your Marketing Client Onboarding Process
Prioritizing client retention strategies can mean the difference between having a thriving agency or one that’s treading water. One of the most effective ways to retain profitable contracts is to have a well-oiled agency client onboarding process. It’s worth your time to invest in a client-focused onboarding strategy to boost retention and set your agency up for long-term growth and success.
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