040: Office Hours | All Aboard! Amazing Client Onboarding with Jenna Meldrum

The Digital Marketing Mentor

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Two of the key responsibilities of account management are expectation management and client onboarding. In this episode, we learn from Jenna Meldrum, account manager extraordinaire at Optidge, how a successful onboarding process sets the tone for the rest of your client relationship. We also learn how to manage delicate conversations about scope and upsells and how to manage the people on both sides of the table: your team and the client.

An Optidge "Office Hours" Episode
Our Office Hours episodes are your go-to for details, how-to’s, and advice on specific marketing topics. Join our fellow Optidge team members, and sometimes even 1:1 teachings from Danny himself, in these shorter, marketing-focused episodes every few weeks. Get ready to get marketing!
Episode Highlights

• Client onboarding is your first impression of a client and their first impression of the agency. It will set the tone for the rest of the relationship. It should be done for clients of any size or duration. We always need to ensure everyone has what they need for success and that expectations are appropriately set.
• Upselling can be a delicate balance to manage in client conversation, especially as it relates to setting (and resetting) expectations and defining scope. Oftentimes, when a client asks if something is in scope, it’s innocent. If they want something out of scope, this is a great time to discuss an upsell. When bringing an upsell idea to a client, they can get upset because they might not want to spend more money. It’s important to steer the conversation back to the notion that we simply want to support the client and saw this opportunity for growth and shared it. There’s no pressure.
• Quick tips on client communication for Account Managers
  • Read the room. If you have a client you can’t joke around with, then don’t. If they’re a more serious person and don’t turn on the cameras in meetings, mirror that. Whatever they do, you do. That said, don’t dull your sparkle. There will be clients you can be bubbly and bright with.
  • When it comes to communication - there’s no such thing as too much. Stay on top of it. Get ahead of it. If you know something is going to or even MIGHT happen, go ahead and communicate. Overcommunication is never discouraged or unappreciated.

Guest + Episode Links

• Jenna Meldrum
  • LinkedIn

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Interested in Digital Marketing Services, Careers, or Courses? Check out more from the TDMM Family:

• Optidge.com - Full Service Digital Marketing Agency specializing in SEO, PPC, Paid Social, and Lead Generation efforts for established B2C and B2B businesses and organizations.
• ODEOacademy.com - Digital Marketing online education and course platform. ODEO gives you solid digital marketing knowledge to launch/boost your career or understand your business’s digital marketing strategy.

Chapters

1. 040: Office Hours | All Aboard! Amazing Client Onboarding with Jenna Meldrum (00:00:00)

2. Successful Client Onboarding in Digital Marketing (00:00:05)

3. Managing Client Expectations and Team Communication (00:07:32)

4. Managing Client Expectations and Upselling (00:11:31)

5. Managing Client Communication Preferences and Expectations (00:18:08)

6. Client Communication and Managing Expectations (00:24:29)