Client love process v2 100614

BECOME
A
T
H
O
U
G
H
T
LEADER
CLIENT LOVE GUIDE
“Client love - it doesn’t have to be a physical object...
it’s the thought that counts”- Dennis Yu
By: Alex Houg, Max Darby, Dennis Yu
Portage Facebook.com/PortageCo Portage.Co 4000 Winnetka Avenue North, Suite 360, New Hope, MN 55427 Guide Title V#

CLIENTLOVEPROCESS
Welcome to the Portage Client Love Guide!
Need a high quality, personalized gift without spending a lot of money? Want to make your presentation
really pop? Want something fun to attract an audience to your Facebook page? Or are you just wanting to
brighten someone's day? Just because this is called "Client Love" process, doesn't mean you can't apply it
to anyone you want to strengthen your relationship with!
The key is digital media- and you only need 5 dollars and a basic idea to make it happen.
In this guide, you'll learn how to utilize online services to make a lasting impact with people of your
choosing. We'll cover using services such as FancyHands and Fiverr to bring your gift idea to life, then
how to set it up to be distributed to the masses.
The beautiful part about this process is its ability to scale, which we'll touch on. Once you find which gifts
are most effective, you can combine all of the efforts together and really make an impression with others.
As you build relationships, this will also strengthen your brands image as one who cares about their
friends and clients. We've assembled a separate guide on
personal branding and content marketing, which will help you establish yourself as a thought leader.

Alex Houg
CEO and founder at Portage Co.
Portage Facebook.com/PortageCo Portage.Co 4000 Winnetka Avenue North, Suite 360, New Hope, MN 55427 Client Love Process V2

CLIENTLOVEPROCESS
Are you showing your clients
you care?Contents
Client
Love
Checklist
…………………………………………………………...............2

Step
1:
Form
your
gi<
strategy………………………………….................4

Step
2:
Use
Fiverr
of
FancyHands
to
create
a
personalized
gi<…5

Step
3:
Come
up
with
personal
creaGve
involving
who
it’s
for
…6

Step
4:
Gather
your
media……………………………………………………....6

Step
5:
Update
your
gig/request……………………………………………...7

Step
6:
Take
it
a
step
further
and
compliment
it
with
a
picture….7

Step
7:
Upload
audio
ﬁle
to
sound
cloud……………………………………9

Step
8:
Bring
it
together
in
a
Facebook
tab………………………………12

Step
9:
Making
a
tab
and
publishing………………………………………..20

Step
10:
Expand
your
gi<
repertoire,
then
use
it
for

everything!..................................................................................26

Step
11:
Using
micro-‐targeted
ads
for
the
element
of

surprise

(or
just
promoGon)
…………………………………………………………………….…31

Some
more
ideas
for
Client
Love……………………………………..…...38

Reacquaint
them
with
their
ﬁrst
tweet………………………....38


CLIENTLOVEPROCESS
Print this checklist and mark them off as you complete each task.
Choose your gift recipient. (page 2)
Determine what kind of gift you want to deliver, either digital or physical. (page 3)
Decide on a deliver method. (Via social ad, phone call or gift delivery) (Page 3)
Create/ Assemble your gift creative (page 4-9)
Amplify your gift using tabs/ social media (pages 10-35)
Successfully deliver your gift to the recipient
See that was simple!
Client Love Checklist

CLIENTLOVEPROCESS
1 Form Your Gift Strategy
Before you break out the glitter paint, you must first form a strategy. Consider the
following:
•  What are you trying to achieve from giving the gift? (Goal)
•  What will be delivered? What creatives are needed? (Content)
•  Who's the recipient(s) of the gift? (Target)
•  How will you share the gift with others? (Amplification)
This is called the GCTA framework, or The Viral Cycle- a process we use on all of our
campaigns, but applies when you're trying to surprise someone with a gift.
.
Step 1: Form your gift strategy
1
Your main goal Every gift needs a recipient, so research everything you can about them and get an idea
of what they enjoy. Look into what their favorite sports team is, or an activity they're particularly
interested in.

Form Your Gift Strategy
Define your goals by what you want to happen when the recipient receives the gift. Do you want
them to share it with others and promote you? Are you making a statement, or simply showing some
love? This will help you form what content is required, and how you'll deliver it.
When building content, keep it simple / easy to prototype. You'll be using the help of others who
will need a general idea of what you're trying to achieve, so the simpler the required creative, the
better. Think about what can be achieved digitally- like sketches, songs, videos. You also have web
stores like Amazon at your disposal, so brainstorm a few small trinket gift ideas.
It helps to know how to write succinctly and know the inner workings of content marketing to
efficiently spread your message. See our Content Marketing+Personal Branding guide to learn how.
.
Targeting is both fun but tricky- Do you want it to only reach a specific individual? How do you
want to announce the gift to them? You can use social ads to target their newsfeed, have a physical
gift delivered to their home or business, or have FancyHands call them with a personal message. We
cover each of these later on.
Amplification is crucial to delivery and promotion of your gift. You can use this stage to deliver it
to your target, and then place it for others to see and interact with. It can be daunting if you're
unfamiliar with social advertising, so make sure you understand microtargeting before you begin.

CLIENTLOVEPROCESS
2
By delegating the creation process to a job board such as Fiverr or FancyHands, allowing
you to quickly brainstorm ideas, then have others assemble the end product for you. This
frees you up to be productive, and utilize professional skills for cheap.
We bought a gig from TenSecondSongs for our friend, Faith Works Cleaning Service. He'll
parody any song as long as you provide him with some lyrics and a backing track for only
$5:
Use Fiverr or FancyHands to create a
personalized gift.

CLIENTLOVEPROCESS
Step 3: Creative for your recipient
3 Come up with personal creative involving who
the gift is for .
Since her name is Faith, I decided to parody a classic everyone's heard, George Michael - Faith.
Coming up with lyrics was easy, just needed to have a little fun with it. Here's what I came up with:

"Oh but you
Need some time off from those dishes
Time to your stuff up off the floor
But you just don't have it, well Shes devoted.
Cause it takes a strong maid baby.
You gotta call Faith.
763-923-3050."

4
Now to find the instrumental track. I couldn't find anything on Google, so I looked on Youtube:

Gather your media
The first video worked fine, since it was just the drums / guitar track. To download it, I took the
YouTube URL and used a free service called SnipMP3.com to extract the audio from it.

Step 5: Update your gig/request
With the lyrics and instrumental in hand, now was the time to update the Fiverr gig we ordered. I
uploaded the MP3 and gave him the lyrics, along with what I was going for:
5
It took him around a week and a half to deliver, and the result was awesome! Sounded spot on, and
made me laugh when I listened- but how will Faith feel?
Update your gig/request
CLIENTLOVEPROCESS

Step 6: Compliment your gift with a picture
CLIENTLOVEPROCESS
6 Take it a step further and compliment with a
picture.
The trick to a good gift is presentation. We could send it to her right now- but where's the fun in that?
Since Faith is new to Facebook, let's show her the power of what you can do, delight her, and promote
her business at the same time. We'll be making a Facebook tab, so we'll need something visual to
compliment our little jingle.
FancyHands is a personal assistant service who will do practically anything for you online- a great
investment if you're busy but need things done cheaply. We put in a request for them to create a
personalized picture:

Turn-around time from FancyHands is pretty impressive. This was ready the next day:
The end result was simple, clean (No pun intended!) and will serve our purpose
CLIENTLOVEPROCESS

7
Step 7: Upload Audio File to Sound Cloud
CLIENTLOVEPROCESS
Once all of the gigs / requests are completed, it's time to prepare the media files for placement on our
tab. Since most services won't allow users to host MP3s, we'll use Soundcloud to host it and provide us
with an embeddable player
Upload Audio File to Sound Cloud
If you're using a video, YouTube works perfectly, but we're doing a simple audio+picture setup for
sake of simplicity.
You can get the embed code by saving the track and going to "SHARE" on the main page. Within the
dialog, the code is found under the EMBED tab. We want it to play automatically, so we set "Automatic
Play" under the "More Options" section.

The iframe code at the top is what powers the player, so We'll copy it and set it aside for now until we
start making our Facebook Tab
"<iframe width="100%" height="450" scrolling="no" frameborder="no" src="https://w.soundcloud.com/
player/?url=https%3A//api.soundcloud.com/tracks/
138498460&auto_play=true&hide_related=false&visual=true"></iframe>"
CLIENTLOVEPROCESS

Step 8: Pull all together on a Facebook Page
CLIENTLOVEPROCESS
8 Bring it all together on a Facebook Page
With everything completed, it's time to "wrap" the present. We like using GroSocial to build Facebook
tabs, since it's so easy to create and quickly publish tabs.
Logging into the GroSocial account, go to Facebook tabs:
Create a new tab:


We aren't promoting any kind of offer , so choose "Other Tab"
CLIENTLOVEPROCESS
There's a few example templates, but it's easier to start with Blank Canvas for these "gift" tabs so
there isn't much else going on.

CLIENTLOVEPROCESS
Once inside of the editor, we can begin designing the final look. First thing to do is to take the embed
code from earlier and place it inside of an HTML widget under UTILITIES from the left-hand side:
A dialog box for the widget will appear on the right side. Paste the code and hit APPLY:

The player will now appear on the canvas, and will start playing (turn your volume down unless you
want to be startled!)
Now to add the image FancyHands made for us. Go back to the left-hand side, and look under
Design Elements, and click Image:
CLIENTLOVEPROCESS

CLIENTLOVEPROCESS
Once the tab is up, you'll click Upload a File, and locate your file:
Once it's uploaded, you can either edit your image in Pixlr, or Apply. We'll go ahead and apply it:

It should now be visible on the canvas. One trick you can do is use the image to hide the audio player:

CLIENTLOVEPROCESS
It should now be visible on the canvas. One trick you can do is use the image to hide the audio player:
The image is a little small, so we can scale it up. If you hover over the little hatch marks on the bottom
right of the image, it will scale itself uniformly:

I usually like to leave a little white space at the top or bottom, so it's easier to see, and you can add links
to Twitter/Website, or other materials. Since Faith is getting started, we'll skip this step.
Let's go ahead and hit Preview in the top right corner. This will mock up how the tab will look on
Facebook:
Looking good, but kind of blank. Let's add a LIKE button at the top so people can send this tab to friends
and get Faith some likes!
CLIENTLOVEPROCESS

We'll
ﬁnd
the
Facebook
LIKE
widgets
under
Social
Media:

We'll
use
a
LIKE
box
for
this
applicaGon,
which
adds
a
nice
picture
next
to
it.
Good
for
visual
impact

and
acracGng
people
to
like
the
page.

You'll
need
to
change
the
URL
under
seengs
(which
defaults
to
facebook.com/wsj),
and
scale
the
box

to
make
it
ﬁt:

Do another quick preview to make sure it looks nice. Once you're happy with the placement of
everything, we'll quickly make a tab image that displays on the page.
CLIENTLOVEPROCESS

Step 9: Making a tab image and publishing
CLIENTLOVEPROCESS
9
You can use any image editor to do this- Photoshop, GIMP, MS Paint, Paintbrush. For demonstration
purposes, We'll be using GIMP 2.8 for Windows, since it's free and cross-platform. You can download a
version for your operating system at http://www.gimp.org.
Load up GIMP, then make a new image under File:
Making a tab image and publishing
Tab images are 111x74px, so enter it and click OK:
You'll get a tiny canvas to work with. Now take the file that FancyHands made for us and drop it into
GIMP:

You'll get a tiny canvas to work with. Now take the file that FancyHands made for us and drop it into
GIMP:
Not much to look at, so go over to your toolbox and select the MOVE tool:
If the image features a person / character, I like to show their face or at least, their eyes. Move the
picture into frame.
CLIENTLOVEPROCESS

There! Now we'll EXPORT the image. Go up to File, and click EXPORT:
GIMP tends to save files as PNG, which is fine. Select the folder you'd like to save it to and give it
a name. In this case, Faith_Tab.png, saved to the desktop:
CLIENTLOVEPROCESS

Ignore the PNG settings and just hit Export. The tab image is now ready! We'll go back to GroSocial, and
go to the top left, where it says Click Here:
We'll upload the file that we just made, so click Upload a File on the right:
Once it's uploaded, it will change. We're finished here, so click DONE:
CLIENTLOVEPROCESS

Almost there! Now all we need to do is publish it. We now need to choose our Fan Page at the top:
Find the page you want to place this on in the list of pages you have admin on:
Here's the big moment! We're all set and ready to publish. Click >Publish to fan page:
Then, Quick publish it- we're ready to see it go live!
CLIENTLOVEPROCESS

GroSocial lets you make sure everything is in place
before you go live. It looks good, so we'll go ahead and
publish now. Notice that you can also schedule it for
later, allowing you to queue up tabs for special events.
How did it come out? See for yourself:
https://www.facebook.com/faithworkscleaning/app_107727025983833
Faith also liked it- which is all that matters:
CLIENTLOVEPROCESS

10
Step 10: Expand your gift repertoire
Expand your gift repertoire, then use it for
everything!
We've used these methods before to delight our clients, often only spending 5 dollars at a time. One popular
thing we've done is take crisp 1 dollar bills, and place faces of friends / clients on them, much to their
surprise! Look around on Fiverr for sticker gigs that offer custom shapes.
CLIENTLOVEPROCESS

Content generators are another easy to use method, and a sure-fire way to make someone feel special,
like what we did for Heather Dopson from Infusionsoft:
You can see the full tab here: https://www.facebook.com/BlitzMetrics/app_107727025983833
The base image came from the Hero Machine 2.5 Character Generator, and took around 30 minutes to
make. We use image generators to get attention for all sorts of things, but mostly just for fun images in
blog posts.
Finding them is just a Google search away.
CLIENTLOVEPROCESS

Of course, we also went the extra mile for Heather, like we did for Faith, and made a tab complete with
an "Epic movie trailer voice-over" courtesy of MarconiBologna from Fiverr.
These techniques aren't just reserved for your friends or clients. You can use them to promote things, or
liven up the room at an event.
We're repeat customers of Chris Hardy on Fiverr, a voice actor who can imitate popular cartoon characters.
For an extra fee, he'll even write a script based on creatives you give him. Definitely a good source for
countless possibilities!
When we went to SMC dallas, he parodied Family Guy and talked about what we were speaking about.
We put it on a tab on our Facebook page, and definitely got a few laughs!
CLIENTLOVEPROCESS

Of course, you don't have to rely on digital media solely- you can still send physical gifts. Another good
source to utilize cheap but effective presents is Amazon. If you already have a Prime account, quickly
shoot off a small gift- doesn't have to be super-personalized, just something to show you're thinking
about them. Check out this little Go-kart we sent to DIY Welding Plans:
or these edible building blocks to celebrate "building the foundation to a great
relationship":
Any inexpensive toy or food item is perfect for a quick gift or a friendly reminder let friends and
clients know you're thinking of them. Always remember to include a gift note with something
relating to what you're sending, just for a small laugh from the recipient (and so you'll be
remembered!).
CLIENTLOVEPROCESS

Step 11: Microtargeting Ads for suspense!
See that? Most of the time, the gift recipient will tell others about your gift- making you look both caring,
and dishing out a little self-promotion- helping you get your name out there.
With all these services at your disposal, creating a digital gift nowadays requires almost no effort, and
can be done on a limited budget. Just a little imagination and a few dollars can make you easily stand out
amongst your friends and clients.
11 Using microtargeted ads for the element of
surprise (or just promotion)
Once you have your gift process down, and fully stocked rolodex of internet elves to create the magic, it's
time to scale up. If your gift is digital, like what we did for Heather or Faith, you can have them "unwrap"
it in front of thousands- as opposed to just their friends / followers.
You can do this in multiple ways:
•  Run an ad to the tabs URL that you create to contain your "gift"- Least recommended, as you won't
have comments unless you embed them.
•  Post directly on your wall - Better, but if you want it to be a surprise, consider the next option.
•  Create a "dark post" - This allows you to make a post for a specific audience, but only those you run
the ad to will be able to see it- giving it more of the "Surprise!" element.
We'll use our Heather Dopson is a superhero! gift as an example, and run it to her co-workers at
Infusionsoft. We'll start by making the dark post in Power Editor, and going to MANAGE PAGES at the
top:
From there, you'll click CREATE POST:

CLIENTLOVEPROCESS

Fill in the information, using the URL to the tab. Select "This post will only be used as an ad", and
make the body of the post something fun:
Click "Create post" - It will now appear with a moon icon next to it in your posts list, which means that
it's a "dark" post:
Now it's time for us to create the ad for it. Go back to Manage pages at the top, and select your ad
account. You'll start under the CAMPAIGNS tab by clicking 'Create Campaign':
CLIENTLOVEPROCESS

Name
the
campaign
appropriately,
and
set
your
objecGve
to
page
post

engagement:

Select
your
newly
created
campaign
from
the
RECENTLY
CHANGED
secGon,

then
go
to
the
Ad
Sets
tab,
and
'Create
Ad
Set':

CLIENTLOVEPROCESS

Use the existing campaign, and name the ad set appropriately - Workplaces will do fine, since we'll be
targeting Infusionsoft as a workplace:
After you create the ad set, set the budget to $2-$5 dollars, so you won't spent a fortune promoting this.
Since we're doing a small workplace target, you don't need a huge budget. Set your dates to run for
however long, but a week is usually good.
CLIENTLOVEPROCESS

Navigate over to the Ads tab, and click 'Create Ad':

Use the existing campaign and ad set, then name your ad appropriately. I like to prefix it with what type
of targeting it uses, followed by the keyword:
CLIENTLOVEPROCESS

Scroll down, and set your page / post for your ad:
Go to the 'Audience' section located at the top:
Then scroll down to 'More Demographics', and select 'Employers' from under work:
CLIENTLOVEPROCESS

Since Heather works at Infusionsoft, we'll use that for now:
We could continue to drill down and try to isolate Heather herself, but we want to make her an office
sensation (and build some reputation between us and Infusionsoft employees!). If you're curious about
how to do this, check out the article 'How to snipe just one person's News feed with Facebook ads'.
Back to the campaign- the only thing left to do is upload the changes. Make sure to check on these ads and
track the results from Power Editor.
CLIENTLOVEPROCESS

Some Other Ideas for Client Love
Reacquaint them with their first tweet.
You
can
find
their
first
tweet:

hcps://discover.twicer.com/first-‐tweet#dennisyu

Take
a
screenshot
of
their
first
tweet,
send
it
to
them
with
a
dollar
bill
of

their
face.

CLIENTLOVEPROCESS

Here’s a quick guide to the links we mentioned in this article.
How to snipe just one person's News feed with Facebook ads'.
Dark Posts-http://www.insidefacebook.com/2013/06/25/dennis-yu-
unpublished-posts/
Power Editor
MarconiBologna from Fiverr.
https://www.facebook.com/BlitzMetrics app_107727025983833
Hero Machine 2.5 Character Generator
Image Generator
Fiverr-spending 5 dollars at a time.
Faith Cleaning-
https://www.facebook.com/faithworkscleaning/app_107727025983833
See our other guides:
The links we love
CLIENTLOVEPROCESS
Personal Branding Guide

Max Darby
Content Marketing
Manager
Josh Hamby
Media & PR
Specialist
Dennis Yu
Chief Technology
Officer
Christine Brewer
Director of
Operations
Tyler Doyle
Analyst
Nick Wainwright
Analyst
Mason Pelt
Analyst Ming Chao
Data Mining
Specialist
ThePortageCrew
Alex Houg
Chief Executive Officer
Alex
Houg
is
the
Founder
and
Chief
ExecuGve
Oﬃcer
(CEO)
of

Portage.
He
has
been
called
the
young
Steve
Jobs,
selling
his
ﬁrst

business
at
the
age
of
15.

Alex
is
a
frequent
contributor
on
Inside
Facebook,
Social
Fresh,

and
FBPPC.
His
textbook,
Facebook
NaGon,
is
being
taught
at
469

universiGes.
He
is
an
expert
in
Facebook
adverGsing,
social

analyGcs,
content
markeGng,
and
search
engine
opGmizaGon.
Mr.

Houg
has
worked
with
the
Golden
State
Warriors,
Infusionso<,

Adidas,
Miva
Merchant,
and
Jack
Daniels.

He
has
been
featured
in
USA
Today,
Search
Engine
Journal,

Business
2
Community,
Inside
Facebook,
and
other
publicaGons.

He
is
an
Eagle
Scout
and
has
a
passion
to
teach.
You
can
reach
out

to
him
at
alex@portage.co,
his
blog
or
on
Facebook.

Client love process v2 100614

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