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Hi everyone, welcome to
the Ad Hacks podcast.

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I'm your host Rod Bland, and
in this podcast, I talk about

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how to get better results from
your Instagram and Facebook

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marketing and the many lessons
that I've learned from being

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in the e-commerce business
for the last 20 years.

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If you've just started working
with an advertising agency

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and literally just signed the
agreement, it can be a little

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bit nervewracking, not knowing
what's going to come next.

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So this video is gonna be
all about how we onboard

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new clients up to the
point where we are ready

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to start putting together
the advertising strategy.

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So this is for people
who might be considering

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working with us.

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This is also for other
agency owners who are perhaps

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new or finding that their
onboarding process takes

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a long time, and there's
a lot of back and forth.

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We've rationalized
our onboarding process

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over time, so that it
is pretty streamlined.

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So I'm gonna take you through
all the different steps

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that we go through whenever
we take on a new client.

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Now, step number one is
pretty straightforward

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and that is getting the
service agreement signed.

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Now we don't have any
contracts in our agency.

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As in you just work with us
on a month to month basis,

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we don't lock you in for any
particular period of time.

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Having said that I always
stress to people that it's

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better for all of us, if you
are in it for the long haul.

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Because despite what anyone
else may promise you,

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especially if you're a new
advertiser, or you've got a

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new business, building the
necessary infrastructure

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for your Facebook business
manager, your ad account,

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putting together audiences,
fixing any site speed issues

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that you might have, adding
in automated email marketing.

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There's a lot of things
that need to be done to

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make sure that the money
that you spend on your

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advertising, you're gonna
get the best possible return

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from it from the get go.

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Then once you start
advertising, there's

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this iterative process
of improvement that

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we'll go through while
we're figuring out what

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creative and what copy is
resonating with people,

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which audiences are working
well, which ones aren't.

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Sometimes it can take a while
before you get to the point

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where you're actually breaking
even, and once again, that's

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particularly true if you're
a brand new advertiser or

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you've got a new business.

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So that all takes considerable
time and investment from

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our part and it takes
time and energy and

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investment from our clients.

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So there's really not a lot
of value in us having a go

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at something for a month.

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It's better for us to work
with you for a period of

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three to four months to
allow all of that process

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to start to bear some fruit.

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That's why I set that
expectation right from the

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beginning, and we end up
working with clients for

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much longer, we have much
happier clients and it's

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generally just a much more fun
business relationship to have.

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That's number one to get the
service agreement signed,

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and it's really just to
explain in detail, what

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are the services that we
are gonna provide to you?

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We use a package called
Proposify and that

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just details all the
different services that

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we offer for our clients.

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It's not particularly long,
we try to make it so that

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it's easy to understand, and
it's just, so there's a lot

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of clarity around what we
are gonna be doing for you.

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Number two is to get the
first invoice paid and to set

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up a payment subscription.

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That really saves a
whole bunch of time

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with following up.

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I'm sure that a lot of people
end up spending a lot of time

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chasing up accounts with their
accounts department, with

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their finance department.

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It's just so much easier
if there is a credit card

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agreement that's put in
place with automated billing.

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Then in step number
three, we go through

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a onboarding survey.

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So the survey contains
all the next steps that

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somebody would need to take
before we are ready to start

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actually putting together the
advertising strategy for them.

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We use Google
forms to do that.

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I just send the client a link
to the Google form and all

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they have to do is just go
through and fill out the form.

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So this is what part
of the form looks like.

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And then as far as what's
on the form goes, I'll

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break that down for you now.

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So firstly there's systems
access, so that's setting

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up access to the backend
of their Shopify or their

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Magento or their Maropost
e-commerce, aka Neto store,

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so that we can install any
pixels that are needed.

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So typically that's gonna
be the Facebook pixel.

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It might also be the
LinkedIn pixel, could

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be the TikTok pixel.

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The pixel may
already be installed.

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We might just need to
check to make sure that

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it's installed okay.

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For example, with Shopify
stores, we're gonna want to

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have a look at the Facebook
plugin, if it's already

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been enabled and make sure
that the detail is turned on

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which enables the facebook
conversions API to work.

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Next we'll be requesting
access to your email service

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provider, which is typically
gonna be Klaviyo or MailChimp

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or one of those so that we can
make sure that the integration

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between Facebook and the
service provider is set up.

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That's often used when we're
creating lookalike audiences

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so that we can automatically
update the custom audiences

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that the lookalike
audience is based on.

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In part D this is where we get
all of the Facebook business

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manager side of things set up.

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So if somebody doesn't already
have a Facebook business

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manager, then we have a video
that walks them through what

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they need to do to set that
up and create the ad account

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and apply the payment method
and put in all of their

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business details so that
they've got a business manager

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and and account ready to go.

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Then we walk them through
how they then provide us with

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access to all of those assets
so that we've got everything

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that we need to start
creating the initial facebook

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ads campaign structure.

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Next this is where
we need access to all

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of the brand assets.

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So that's gonna include
things like the brand logo,

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preferably in an SVG format.

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SVG is great, especially
because we use Canva a lot

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for  producing creative.

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It means that we can then
apply any of the brand colors

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to that SVG, or we can make it
black or we can make it white,

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we can make it transparent.

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That's really useful.

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If the client doesn't have
SVGs, then we want them

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to upload PNGs or JPGs,
whatever they happen to have.

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Then we can usually work
with that and create

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the format that we need.

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This is where we'd also
get any style guides that

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the client already has.

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Their colors, their fonts
that they like to use,

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any particular layout
requirements, that can help us

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make sure that we are creating
ads and copy and creative

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that is always on brand.

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Now the next section of the
onboarding survey, which is

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arguably the most important
one is where we put together

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a lot of information about
our clients' ideal customer.

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So we're gonna ask
questions like who is

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their ideal customer?

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How old are they?

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Where do they live?

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What's their income?

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What do they believe?

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What do they not believe?

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What's their ideal situation,
what sort of situation are

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they likely to be in now?

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What sort of pain points
do they have at the moment?

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We've got around 20, 25
questions in that part of

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the survey, and it just
helps us put together a good

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picture of what the client's
ideal customer looks like,

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and it helps guide us in
the kind of creative and

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copy that is likely to work
in the very first ads that

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we start to run for them.

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The final part of the
onboarding process

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is in relation to
ongoing communication.

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So we communicate with our
clients using Slack for

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day to day communication.

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If you're not familiar with
Slack, that's a really great

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tool for conversing in real
time or asynchronously,

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via chat, you can send
back and forth videos.

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You can can upload images,
documents, whatever.

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It allows everyone in my
team to see what's going on

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with a particular client.

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We make a private channel
for each client and it also

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allows everyone on the client
side to see everything that's

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been going on and go back
and see the history, and it's

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just a really efficient way
to manage communication and

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works much better than email.

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The last part of that
particular piece is setting

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up the automated email
that goes out to all of our

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clients to invite them to
book in a zoom meeting which

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is currently with me at the
beginning of each month,

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so we can talk about the
results from the month before.

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We can talk about the
strategy going forward.

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We can talk about what sort
of problems or what sort of

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ambitions the client has.

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This is a really great way
to build an ongoing rapport

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with clients, but it's also
a way to understand what

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sort of business issues
the client has, because

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oftentimes you may have
skills that can actually help

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clients solve their problems.

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They didn't know you had
the skills, you didn't

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know they had the problems.

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So you've gotta have this
regular communication, at

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least on a monthly basis
I'd say, just to keep

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those communication lines
open and you'll find that

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you'll have much happier
clients by doing it that

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way, and it's certainly
been my experience as well.

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That's it for this video.

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Hopefully you've
found this useful to

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understand how our client
onboarding process works.

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What comes next is how
we actually put together

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the advertising strategy,
and I'll make that the

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subject of another video.

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And if you are looking for
assistance with improving the

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results that you have from
your Facebook and Instagram

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marketing, or you're wanting
to improve your conversion

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rates, your automated email
marketing, and you'd like

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to have a chat with somebody
about that, then there

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will be a link in the video
description where you can

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book in a time to chat with
myself or one of my team.

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And we can talk about, what
you wanna do in your business,

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how things work from our
side, what the pricing is

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like, all that kind of thing.

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And who knows, we may
end up working together.

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Thank you so much for
watching or listening.

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If you found this episode
useful, here's two ways

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I can help you grow
your business for free.

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Firstly, subscribe to my
YouTube channel at rodsyt.com

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or just subscribe to this
podcast, which I'll be doing

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in video format from now on.

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And secondly, you can join my
free group at rodsgroup.com.

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And finally leave me a
five star review so that

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I can reach some amazing
people that I can bring

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on as guests on the show.

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I'll catch you in
the next episode.