November 14, 2019 - Rebecca Hey

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Improve Your Onboarding Process with a Social Media Questionnaire for New Clients

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. 

What Is Client Onboarding?

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. 

How Does a Social Media Questionnaire Fit In? 

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. 

Social Media Questionnaire: Onboarding Questions

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. 

#1 Gain Access to Existing Platforms

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:

  • Do you have Google Analytics set up on your website? If so, please share access with
  • Do you have Google Search Console set up on your website? If so, please share access with
  • Do you have Google Tag Manager setup on your website? If so, please share access with
  • We might need to make edits to your website throughout this campaign. Can you provide us with a login to your website, control panel and hosting? We will not make any changes without your permission.
  • Do you have a Facebook page? If so, please share access with
  • Do you have a Facebook advert account? If so, please share access with
  • Do you have an Instagram account? If so, please share access with
  • Do you have a Linkedin account? If so, please share access with
  • Do you have a Pinterest account? If so, please share access with
  • Do you have a Twitter account? If so, please share access with

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. 

#2 Business Goals

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:

  • What is your purpose on social media? What do you hope to achieve? 
  • What is your brand’s objective?
  • Are there any barriers or have you experienced any barriers to success on social media?
  • How does social media fit into your growth plan?
  • What is (are) your primary social media marketing goal(s), what’s the conversion metric, and is that metric set up in Google Analytics?
  • What is (are) your secondary social media marketing goal(s), what’s the conversion metric, and is that metric set up in Google Analytics?

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. 

#3 Value Proposition and Differentiator

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:

  • What is your value proposition?
  • Who are your competitors?
  • What makes your products, services, or team different?
  • Why do your customers choose you and not your competition?

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.

#4 Target Audiences and Their Needs

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:

  • What are the demographics of your target customers (age, income level, gender, etc)?
  • What are their interests and hobbies?
  • What are their buying patterns and online shopping preferences?
  • How do your customers research, analyze, compare, choose, and purchase your product or service?
  • What do your customers find funny or interesting? 
  • What are their pain points related to your product or service?
  • How does your product or service solve their pains?

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.

#5 Objectives

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: 

  • branding goals such as awareness, recognition, reputation;
  • community engagement such as audience growth, customer referrals;
  • sales-driven goals such as leads, registrations, sales;
  • a mixture of the above.

To find out, consider asking your client the following questions:

  • What are your goals for marketing and sales?
  • How do you define success on social media? Is success the same across each channel?
  • In one year from today, what would be deemed a success from social media?

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.”

#6 Brand Tone and Voice

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:

  • Describe your brand voice.
  • What tone should social media updates have?
  • Is your business trying to communicate a core message?

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. 

#7 Past Social Media Activity

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. 

  • Are you currently spending any money on social advertising? Could you provide us with details on the campaigns?
  • For social media management, do you use an agency or internal team?
  • What social networks are you most active on (please provide profile URLs)?
  • Have you done any influencer campaigns? How did they end up?
#8 Expectations

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:

  • What do you expect from us as your social media agency?
  • What social media reports do you want to see?
  • How often do you want to see analytics and reports?
  • Who is the main point of contact at the business (ask for all of the contact details)?
  • How involved do you want to be and how much control do you want to have?
  • What approval process would you like?
  • How much day-to-day involvement do you want to have into each campaign?

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. 

Are You Ready to Create a Social Media Questionnaire?

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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