By Sandra Chung
You’ve just been assigned your very first client at your agency. You’re excited, nervous, and ready to roll your sleeves up. What now?
Managing social on behalf of a brand can be nerve wracking, especially if you’re new in the game. Your client could be in a completely unfamiliar industry and you may not have yet grasped their brand’s tone, target audience – or even what they do.
It can all seem very overwhelming at first – *insert nervous smile emoji* – but it doesn’t have to be.
The key to a smooth client onboarding is planning and asking a lot of questions. Before you launch any campaigns or start posting on their accounts, you’ll want to make sure that you’ve fully understood their brand, needs and expectations, and have created a plan that you can follow through on.
Establishing a solid onboarding process involves gathering the bulk of information beforehand. This will save you time down the road by not having to track people down for content approval or having to figure out what KPIs you should be using to measure your success. It will also minimize the chances for errors and make you come across as very prepared.
At the end of this process, both you and your client should have a clear picture of how you plan to achieve the social media objectives that have been set.
Sounds simple, right? It is. Here are 5 steps to help you ensure a smooth client onboarding:
Note: We’re focusing on social media clients, but the same steps will apply in any field.
1. Ask questions and set expectations
First, you need to learn all about your client. Whether you conduct the first meeting in person, on a call or via email, be sure to gather the following key pieces of information:
- What is their brand and who is their target audience?
- What are their current social media challenges?
- What are their long-term goals and short term objectives for social media? They may care more about driving traffic to their properties than increasing brand awareness. If that’s the case, you’ll want to create a social media strategy that is more conversion-focused.
- What metrics will they use to measure success? Their brand’s share of voice may be more important to them than the overall improvement in engagement rate. (Need a little refresher on what the most important social media metrics are? Check out our post here)
- What will the content review/ approval process look like? Clarify who will have the final say on decisions relating to this project.
- Make a checklist of what needs to be done for the process
- Decide how often you will check in with the client
- Who will be our points of contact to give us access to:
- Social media accounts
- Analysis tools like Google Analytics
- Brand or product visual collateral
Chances are, you’ve already done some research so you may already have this information. Even if it’s the case, this session will help you confirm and clarify what you already know or are unsure of. Being too prepared is never a bad Go to the full article.
Source:: Business 2 Community