November 14, 2019 - Rebecca Hey
Looking to improve your onboarding process? After you’ve pitched your services, sent your proposal and won a new client.
What happens next?
Most agencies know that landing a new client is just the first (albeit important) piece of the puzzle.
The next phase is onboarding and without a solid process in place, this can easily make or break a new working relationship.
Fortunately, with a few simple systems in place, you can ensure your new client is on-boarded smoothly and effectively.
So, what exactly is a social media questionnaire for new clients and how does it improve the onboarding process?
In this guide, we’ll show you a simple how to create a simple social media questionnaire to kick things off on a positive note—and make sure every new campaign starts on the right foot.
Ready? Let’s get started.
When you welcome new clients to your business, that is the process of client onboarding.
You need to address their questions and concerns, set expectations and ensure they understand the services available to them.
For a social media agency, it is an essential element that sets the tone of the future relationship and helps ensure it runs smoothly.
And first impressions count.
If a clients’ first experience of your agency is chaotic and unorganized, they are far less likely to trust you further downstream. Worse still, they could churn before you’ve even had a chance to deliver your service.
In addition, don’t underestimate the effect of the onboarding process on the retention of your clients. There is a 70% chance of selling a service to an existing client, but that drops to around 5% for new leads.
It’s clear that a smooth onboarding process is imperative to retain clients and increase sales. But how do you ensure the process goes smoothly?
For social media agencies, a well-considered social media questionnaire gathers all of the information you need from the client, speeding up the process and creating a stress-free way to start working together.
Before we dive in, it’s important to note that not every question will be suitable for your requirements.
Creating an onboarding questionnaire is a careful balance of asking enough questions to understand the business fully, without asking too many and overwhelming your client.
Broadly, the questionnaire can be broken down into six categories; access, business goals, value proposition and differentiator, target audience, objectives, brand tone and voice, and past efforts.
Pick and choose from each section to build your own bespoke questionnaire.
Unless this is a brand new business, your new client will likely have a handful of existing account credentials. Before starting any work, make sure you have the correct access for all of these accounts.
Depending on the relevant platforms, ask the client the following questions:
Always remember to ask for access to be shared securely. It may make the process a little trickier, but don’t just ask for the client’s login details.
For instance, ask the client to add you as an admin on their Google Analytics account, instead of asking them to send private login credentials.
Any social media campaign needs to be tightly aligned with your clients’ business goals.
It is important to know and understand these goals, and make sure that while you’re always looking at ways to drive traffic to the site, the conversions for these goals should always be considered.
Driving traffic without meeting your goals is not a proper social media strategy. To get an understanding of your clients business goals, consider asking these questions:
These questions will dig deep into your clients’ perspective on social media marketing and what they are hoping to achieve by your agency’s involvement.
Your new client likely has competition online and on social media. What makes your client unique? What makes your client valuable?
These values and differentiators are key ingredients to finding and capitalizing on your niche in the social channel.
They are also assets that should be conveyed in social media advertising displays and in key areas on the site to help attract relevant audiences and coerce the conversion process.
Ask your client the following questions:
This information will inform the story you tell on social media. Find out how your client is different and/or better than their competition, and how the business meets the needs of the target customers.
Any content, adverts, comments, messages and so on should all be informed by the businesses’ value proposition and differentiators.
Driving traffic might be a waste of time if it’s not qualified or relevant.
Your core audiences and their specific needs are translated into specific social media traffic opportunities:
Which audiences are most relevant, which have the highest priority, what type of opportunities exist to reach these audiences via the social media channel, and how well are you doing that now?
Consider asking your client the following questions:
Use the answers to create audience personas. Once you know exactly who the business is trying to reach, you can plan a social media strategy to meet their specific needs and determine which social media channels they frequent.
In order to run a successful social media campaign, you need to find out what your client deems a success.
For one business, success could be increased traffic, while another may need more sales. Ask questions to find out whether the company wants to hit:
To find out, consider asking your client the following questions:
Whatever the goals are, make sure they are specific, measurable, and clearly documented, for example:
“By 2020, we are successful if we’ve increased sales by an average of 10% across all product lines at an average cost per acquisition of $10.”
When you start working with a new social media client, you need to understand their brand’s tone and voice.
You can review their existing social media posts, but the more information your client can give you about their brand, the better.
Ask your clients the following questions about their brands’ tone:
Use the answers to consider the content type best suited to the business (long-form, user-generated, video, funny, informational) and to inform the tone of responses to conversations and engagement.
Most businesses will have already conducted some form of social media marketing before your agency gets involved.
This offers an excellent opportunity for you to glean valuable information about the business’s views on social media, it’s a willingness to spend on paid advertising, and past successes and failures.
Finally, it’s important to find out what your client expects from you and your team.
At the outset as the client exactly what they expect. You can use this information to meet their expectations or if it’s not viable, you can manage the expectations easily at this point.
Either way, it’s better to have this conversation upfront, so everyone knows where they stand.
Ask some of the following questions to find out your clients expectations:
If you know your clients’ expectations, it will be far easier to meet them. And it’s this that makes clients happy in the long run.
When you use a social media questionnaire during the onboarding process with a new client, it should provide all the information you need to prepare and plan a successful social media strategy.
Pick and mix from the questions above to build a questionnaire for your clients. The questions will give you insights into your client’s goals, tone and voice, audience, content style, their current situation, and, importantly, their expectations of your management.
If this is your first social media questionnaire, while it will take time to prepare, it will make it much easier to get all the information you need from your client in one go.
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