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Securing a new client often takes a lot of time, energy, and financial investment. Also, competition in the digital landscape is quite tense and every one promise “to deliver the best result possible,” because of it we invest resources in pre-sale client development (e.g., market research for ads, design concepts in design, etc.). Other than that an onboarding process is also vital for long-lasting relationships.
1. Identifying common requirements
Since we have many packages already created (at least internally), we can identify which elements or components any particular client will engage with.
For example, a basic deal consists of:
- Dedicated landing page (design/development/copywriting),
- Google AdWords setup & management
It sounds simple, and it is simple.
2. Identifying unique requirements
Like no two snowflakes are the same, nor are two clients. Even two straightforward competitors in the same niche can be wildly different from their internal competencies, their objectives, and their expectations.
Identification of these unique requirements is critical in the success (short and long term) of the marketing campaign and long-lasting partnership.
I like to do this part of the process easily enough by just asking a series of questions. Below is a screenshot from a real conversation I had recently.
3. Key stakeholder meeting
At this point, it’s time to invite key stakeholders to a physical or virtual round table meeting.
My preference is to have a set agenda and to keep it on point. We’re respecting each others time and resources, and this can now pave the way for all/any future meetings of a similar nature.
The agenda should be sent to people involved ahead of the meeting time.
An agenda might typically include but not be limited to;
- Client’s company overview
- Client’s objectives
- Key people in the client’s organization
- Client’s core products/services/revenue/margins
- Reporting preferences
Who are the key stakeholders?
This changes on a case by case basis, although let’s look at the more common roles;
- (Agency) Account Manager
- Many companies tend to include the whole set of specialists her, but GRIN tech believes that a maximum two people should be facing client and be responsible for A. communication B. results delivered
- (Client) The business owner (or senior delegate)
- (Client) Marketing Manager
- (Client) Department Manager (or delegate)
- (Client) Single point of contact
4. Internal kick-off meeting
Now we’re getting to the pointy end, and a well-communicated internal project kick-off meeting will get a team dedicated to your project on the same page.
This internal meeting will include any/all personnel who will be actively working on the campaign or project.
WIP meetings conducted regularly. For constantly evolving projects such as web development, these could be weekly. For an AdWords or PPC client, they can be monthly arrangements.
A well-structured client onboarding process can make a massive difference in the length and strength of the relationship between the two parties.