The Importance of an Onboarding Process with a Marketing Agency
Written by: Ali Smith, Innovation Manager
What is an Onboarding Process?
The onboarding process in any industry is the orientation of two parties starting business together. Similar to onboarding a new employee, onboarding a new client into an agency is essentially the house warming party of meetings. Ideally, any and all employees that will have a hand in communicating with the marketing team should be a part of the onboarding process. Meeting the individuals you are going to be working with is vital when beginning a contract. Being able to put a face to the name of the emails that come through your inbox will only build a stronger relationship between the two businesses moving forward.
Why is Onboarding Relevant?
Onboarding is where the brand and the agency really get to know each other on a deeper level. The initial meeting(s) will dive into the details of the organization, brand and marketing goals to ensure that all parties are on the same page in terms of projects and campaigns moving forward.
What Does the Brand Get Out of Onboarding?
The brand will be able to set clear goals and expectations with the agency on what they want to achieve through marketing. When completing the onboarding process you should have a clear understanding of who your main point of contact is on the agency’s team, an idea of what campaigns will be developed to achieve your goals, and a timeline of next steps that will be taken by the agency.
What Does the Agency Get Out of Onboarding?
For our agency, onboarding meetings are invaluable. Our team strives to close the onboarding process with a strong grasp on the passions and uniqueness of the brand, what the main priorities are that should be tackled in the first quarter of the contract, and a pretty lengthy to-do list. The onboarding process allows the agency to get as familiar with your business as possible from the start. During this time, your new marketing team is able to learn directly from the expert, you/your brand’s team! While we admit we will never know as much as you do about your industry, working with a marketing agency is a partnership and we take it upon ourselves to become educated on your business and industry as much as we can.
How to Prepare
Contrary to popular belief, an onboarding process is not (at least should not be) something that a brand comes unprepared for. To get the most out of your onboarding process a brand should internally sit down and outline who they are and what they want to achieve prior to meeting with the agency. Like previously mentioned, this first meeting is prime time to express your goals and expectations to your new marketing team and really get specific. Here are some great topics to dive into with your internal team before going into an onboarding meeting:
Why was the brand established?
What products or services does your company offer?
What is your elevator pitch?
What problem does your company solve for your customers?
How is your brand different from others in your industry?
What message/thoughts does our brand convey currently?
Do these messages/thoughts align with what the brand wants to communicate?
What measurable goals does the brand want to achieve through marketing?
These are all questions that we would ask and analyze during the process. When the brand goes the extra mile to dig deep and share the foundation of who they are and why they do what they do, our team is able to take the meeting to the next level and begin building on that foundation with strategy.
Never be afraid to ask your team a question to help develop your brand and business further. A marketing agency, department or team should welcome your questions with open arms and ears (if they don’t, well…we’re here for you).
Questions You Shouldn’t be Afraid to Ask Your Marketing Agency
I don’t know what my brand’s ‘Why’ is. How do I figure it out?
We have an idea or at least a version of a mission statement, but can you help us better define it?
We are looking for a fresh approach to our marketing. What tactics would you propose for our target market?
What are the social media platforms you think are best for our brand and target audience?
What are some other ways that we can connect with our community or consumers that aren't simply owned media?
Moving forward after your onboarding process, always keep communication open with your agency. Marketing is ever evolving and so is your business! Check-in, ask questions, and continue nurturing a strong relationship with your marketing team.
