One of the most important parts of an agency-client relationship is the onboarding process. It ensures that account managers have all the tools they need to be successful, and it sets the tone for the client relationship from the very beginning. With platforms like Google and Meta constantly updating and changing their processes, almost every onboarding process is different. However, there are a few things I like to keep consistent to ensure as smooth a transition as possible:
Internal Communication:
Once a client has signed, Partners Amber and Rachel fill the team in on the good news. I record the client’s scope of work, goals, expectations etc. so that I always have something to refer back to when trying to work out what type of access to which tools the team will need to reach the client’s goals.
Welcome Materials:
I prepare a number of welcome materials for the client so that they have all the information they need from the jump. This includes a Welcome Packet that includes a personal welcome note from the partners, the client’s scope of work, billing information, an introduction to the team, how to reach us, and office closures. We want our clients to be confident in our plan for their business, and be comfortable in reaching out to us for help.
The client’s account manager also prepares a comprehensive onboarding questionnaire for the client that covers everything from goals and expectations for their marketing strategy to how they’d like us to communicate with their team and report data.
Onboarding Call:
When in doubt, “share your screen!” That’s my motto when it comes to onboarding meetings. I always hop on a call with clients as soon as we can to walk through the first steps in the onboarding process. Every onboarding process is different, and sometimes it takes teamwork to work out who has access to which assets. I always opt to work things over a video call, so that clients can share their screens and we can walk through their accounts together.
Asset Sharing:
I create an editable Dropbox folder that I can link to clients for easy uploading of brand assets, brand guidelines, photos and videos for content and more. Then I create an Airtable base for the client and the team, so that the team has somewhere to plan content, and the client has somewhere to review and approve the content a month ahead of time.
Final Touches and Closure:
Once Matchstick has the access we need to a client’s accounts and brand assets, we’re ready to go! I let the client know we have everything we need, and I let the team know internally where to find all the assets.
I always remind clients to give me a call if they come across any technical or account-related issues. Even though the onboarding process comes to an end, I’m always there for the client when they need me.
The onboarding process is all about clarity and efficiency, but it’s also about the client feeling supported and taken care of. With account access and setup constantly changing across all platforms, especially Meta, every onboarding process is different. A well-executed onboarding process sets the stage for a fruitful and successful partnership, laying the groundwork for future collaboration and growth.
