Six-Step Framework for Client Onboarding at a Marketing Agency

Introduction:

• Objective: Share a six-step framework to successfully onboard and retain high-paying clients ($10,000+).
• Importance: Focus on retention instead of constantly chasing new clients; retaining clients is more profitable.

Three Expert Tips to Stand Out and 10x Client Retention

1. Be Honest

• Build Trust: Honesty fosters trust between you and your clients.
• Avoid Overpromising: Don't promise what you can't deliver to avoid distrust and manipulation.
• Anticipate Challenges: Address potential challenges before they become problems.
• Show Proactiveness: Solve problems the client hasn't even thought of to build a strategic partnership.

2. Setting Expectations

• Confucius' Wisdom: "Under promise and over deliver."
• Balancing Promises:
  • Results and timelines.
  • What client should expect from the agency.
  • Clear communication guidelines (frequency, medium, platform).
• Communication: Avoid feelings of neglect.

3. Gifts

• Nurture Relationship: Strengthen the relationship with personal and appreciated gifts.
• Law of Reciprocity: Gifts prompt clients to reciprocate by maintaining the partnership.
• Examples: Customized merchandise, favorite cigars, handwritten notes.
• Suggested Book: "Giftology" by John Ruhlin.

Automating Client Onboarding

Avoiding Onboarding Gridlock Dilemma

• Efficiency: A streamlined, quick, and organized process impresses clients and avoids buyer's remorse.

Two Methods of Onboarding

1. Onboarding Call
   • Manually gather information over a planned call.
2. Onboarding Funnel
   • Automated with videos, guides, surveys.
   • Scalable & saves time.
   • Professional & efficient onboarding experience.

Six-Step Onboarding Road Map

1. Welcome and Setting Expectations

• Content:
  • Welcome message.
  • Culture and mission.
  • Authority Building: Mention current and former clients & team capabilities.
  • Process Explanation: Why it's superior.
  • Expectations: Communication, reporting, approval processes.
  • Successful Relationship: Client and agency roles.
  • What’s next in the onboarding process.

2. Contract and Invoice Payment

• Ensure Payment: Remind clients to pay and sign the contract.
• Focus: Clear financials before starting work.

3. Access

• Required Access: Walk through access to ad accounts, social media pages, email lists, etc.
• Instructions: Provide clear, step-by-step guides.

4. Audience Survey

• Target Audience: Survey client’s target audience for effective strategies.
• Resource: Example survey questions in type form.

5. Strategy Session

• Review and Plan: Discuss client information and introduce team members.
• Book Kickoff Call: Use a calendar event to schedule without back-and-forth communication.

6. Final Words

• Completion: Inform clients they are now onboarded.
• Looking Forward: Anticipate the kickoff meeting.

Conclusion

• Resources: Links in the description for templates and joining the Agency Accelerator program.
• Support: Presenter offers continued support and wishes success.