While consumers are enjoying an information-rich world, it presents a new challenge for marketers — “attention scarcity”.
With an overwhelming abundance of information, potential buyers are getting better at ignoring messages that they don’t want to hear, opting to research about a product/service on their own. As a result, agencies are taking advantage of Lead Gen funnels so they can focus on being found.
While Lead Gen makes it fairly easy to build continuous relationships with customers, the onboarding process requires a lot of hard work.
Let’s say you’ve finally landed that new client. How do you ensure an amazing experience for them? How do you earn their trust from the very minute they sign up? Below are a few key things you can do.
Zone in your niche
Being selective is for your own good. The last thing you want is to waste so much of your time and energy on a new client and struggle all throughout onboarding. Determine the type of client you want to partner with. The secret to solid onboarding is working with people who’ve agreed to follow your lead. It means they respect you, your team and your process.
Not all prospects are created equal. Pricing, for instance, is a common concern. Some will be easier to onboard, others will be highly price sensitive.
Realtors, restaurants, mechanics, and dentists often resist agency pricing. Meanwhile, agencies that can be easily on-boarded at the right price include solar companies, insurance companies, mortgage brokers, property developers, and car dealerships, to name a few.
Create a checklist
Screen your potential client carefully by creating a checklist. Do a mystery shop after the initial call to determine whether the client is following up the leads.
The checklist should document the experience with ads, the client’s objectives and current lead sources, role allocation within their business, etc. What’s their communication like? Are they getting in touch with you?
Set expectations clearly
Clients are going to ask for a lot. Don’t over-promise. The more honest you are, the more successful your onboarding will get.
Be very clear on what they should expect, such as when to see leads and how many. Let them know what has to happen after obtaining those results as well as their responsibilities in producing those leads. If your client isn’t aware, your work ethics could be compromised.
Before you go through the scope with your client, make sure to identify how they are attracting leads into their business. This way you can set explicit expectations regarding traffic referrals. If your client is converting 80% of all leads, reset their expectations to a Facebook referral level.
Evaluate client’s capability
Can your client handle leads and community management of their ads? This should be made clear during the initial call.
Part of your job is to make sure that the workload is manageable for them. Do they have time to call and manage the leads that are coming in? How fast can they follow up a lead? They should know that leads that are followed up immediately will close a lot higher.
Client engagements can be complicated. If you want to provide an amazing experience, map out your methodology and system in advance. Take the time to set up your playbooks and checklists. This can make pitching and onboarding Lead Gen clients much easier.