Cybersecurity - Securing Your Company and Client Information
Client Onboarding - More Than Just Securing Account Access
-
Upload
search-marketing-expo-smx -
Category
Marketing
-
view
290 -
download
0
Transcript of Client Onboarding - More Than Just Securing Account Access
March 3, 2015
Client Onboarding:
More Than Just Securing Account AccessJohn A. Lee
Managing Partner – ClixMarketing
searchmarketingexpo.com@john_a_lee
#SMX #13B
Managing Partner: Clix MarketingDigital Advertising Geek Emphasis on “Geek”
Prior Sentences Served:Hanapin Marketing Wordstream
Writer: Search Engine Watch, The SEM Post, ClickZ, ClixMarketing Blog, Acquisio Blog, PPC Hero
Speaker:SMX, SMX Social, SES / ClickZ Live, HeroConf, State of Search
Who the Heck is this Guy?
searchmarketingexpo.com@john_a_lee
#SMX #13B
Knowledge Transfer
Details, Details, Details
Set Expectations
Take Off!
Pre-Flight Checklist
searchmarketingexpo.com@john_a_lee
#SMX #13B
Knowledge Transfer
searchmarketingexpo.com@john_a_lee
#SMX #13B
Successes & Failures Define Success Tracking Systems Channels Budgets Decision Makers Communication &
Reporting
Knowledge Transfer Checklist
searchmarketingexpo.com@john_a_lee
#SMX #13B
Discuss past successes and failures.• What worked? What didn’t? Why?• What kind of testing has occurred?• What channels have been explored?• What kept you from reaching your goals?
Past + Present = Future
searchmarketingexpo.com@john_a_lee
#SMX #13B
Define Success
What is success?• Leads? Sales? CPA?
ROI? ROAS? Margin?
searchmarketingexpo.com@john_a_lee
#SMX #13B
Not all websites are created equal.
You know client’s definition of success:• What systems are required to track these
metrics?• Don’t be satisfied with basic conversion tracking.
• Analytics. CRM. E-commerce. Proprietary Databases. Get it All.
Tracking Systems
searchmarketingexpo.com@john_a_lee
#SMX #13B
Channels• Search• Display• Social• Native• Non-traditional
Channels• Review sites, vertical-specific content.
Follow the White Rabbit…
Budgets• Ad Spend• -Agency Fees• Required to Break
Down by Channel?• Separate Testing
Budget?
searchmarketingexpo.com@john_a_lee
#SMX #13B
Who Are the Decision Makers?
One contact point? Maybe.
One decision maker? Not likely.
Ask who is watching the data, discover what they need to know.
searchmarketingexpo.com@john_a_lee
#SMX #13B
Desired communication frequency?• Communication style-match is
important.
Desired reporting frequency?• Required data for reports?• Daily, weekly, monthly?
Communication & Reporting
searchmarketingexpo.com@john_a_lee
#SMX #13B
Details, Details, Details
searchmarketingexpo.com@john_a_lee
#SMX #13B
Account Access Team Placement Create Campaign
Plan Create Campaign
Timeline
Details Checklist
searchmarketingexpo.com@john_a_lee
#SMX #13B
Leverage tools of the trade:• Google AdWords MCC• Bing Ads Agency Management• Facebook Business MangerDon’t forget the data:• Google Analytics• Call Tracking• CRM
• (or reports on lead-to-close data)
Secure Account Access
searchmarketingexpo.com@john_a_lee
#SMX #13B
Planning• What work is
required?• Landing pages? Creative? Tracking
implementation? Research? Campaign creation?
• Who will do the work?• Need to hire? Outsource? Get
ahead of the curve.
• What tools do you need?
Roadmap for Success
Timeline• Set clear and
reasonable due dates.
• Drive towards milestones (goals, product launches, seasonality).
searchmarketingexpo.com@john_a_lee
#SMX #13B
Agency Team Placement
Roles• Client Contact• Strategist• CRO / Landing Pages• Graphic DesignAre they a fit?• Skills• Channel Experience• Personality Match• Availability
searchmarketingexpo.com@john_a_lee
#SMX #13B
Set Expectations
searchmarketingexpo.com@john_a_lee
#SMX #13B
Present Plan & Timeline
Outline Communication Parameters
Goals vs. Guarantees
Expectations Checklist
searchmarketingexpo.com@john_a_lee
#SMX #13B
Present the Plan
You grilled the client.You planned every detail.Now unleash the magic!
• Present the plan.• Explain the timeline.• Be specific with details
and dates.
searchmarketingexpo.com@john_a_lee
#SMX #13B
Communication Frequency• Detail call time and schedule.
• Set it and stick to it.• Explain why if this differs from client’s original request.
• Detail preferred methods of communication.• Conference calls, cell phone, email, text messages or chat?• Explain which mediums are best for day-to-day and which are best for
emergencies only.
Reporting Frequency• Detail how and when reports will be delivered.
• Explain why if this differs from client’s original request.
Set Boundaries
searchmarketingexpo.com@john_a_lee
#SMX #13B
Promises and guarantees are traps.• Work with client to
set reasonable goals.• Be accountable for reaching goals,
but stay grounded in reality!
Goals vs. Guarantees
searchmarketingexpo.com@john_a_lee
#SMX #13B
Your client / agency relationship is ready for…
Take Off!
searchmarketingexpo.com@john_a_lee
#SMX #13B