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March 3, 2015
Client
Onboarding:
More than Just
Securing Account
Access John A. Lee
Managing Partner – Clix Marketing
@john_a_lee
searchmarketingexpo.com
@john_a_lee
#SMX #13B
Managing Partner: Clix Marketing
Digital Advertising Geek
Emphasis on “Geek”
Prior Sentences Served:
Hanapin Marketing
Wordstream
Writer:
Search Engine Watch, The SEM Post, ClickZ, Clix
Marketing 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 Manger
Don’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 Design
Are 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

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