10 Things to Do After Getting a New Client for Digital Marketing: Onboarding Checklist

So you just closed the deal. The proposal is signed, the handshake (virtual or real) is done, and the revenue is secured. You feel validated, successful, and ready to scale.

But the question is: Now what?

Should you immediately start running ads based on intuition? Should you promise results by Friday? Or is it better to pause and build the infrastructure that guarantees retention?

The period immediately following the sale—the first 30 days—is the most critical phase of the relationship. It determines retention, Life Time Value (LTV), and case study potential. In today’s post, I’m going to show you the 10 most important steps to take after you sign a new partner, detailing the ultimate, professional digital marketing onboarding process.

Step 1: Signed contract and payment

Many rookie agency owners get so excited about a verbal "yes" that they start working immediately to "impress" the client. This is a fatal error. Starting work without a formal agreement leads to scope creep, legal exposure, and payment disputes. Securing the client onboarding checklist foundation means ensuring the legal and financial aspects are locked in before a single finger is lifted on the actual digital marketing. This protects both your agency's cash flow and the client's proprietary data.

• Step #1: Send the final contract via an e-signature platform (like DocuSign or PandaDoc). Ensure it includes robust clauses for IP ownership, confidentiality (NDA), and Service Level Agreements (SLAs).
• Step #2: Issue the initial invoice or set up the recurring subscription payment (ACH/Stripe). Enforce a strict "No Pay, No Work" policy to maintain professional boundaries.
• Step #3: Send a "receipt and welcome" email confirming that both the contract and payment are received, officially triggering the onboarding process.

Step 2: Assign the client to an Account Manager

The handover from sales to fulfillment is the "Valley of Death" for many marketing agencies. If you are scaling, the founder cannot manage every account. Assigning a dedicated Account Manager (AM) ensures the new client onboarding feels personal, organized, and high-touch. This step is about internal resource allocation and capacity planning. It prevents the "who is doing what" confusion that plagues growing agencies.

• Step #1: Review your current team capacity and "pod" structure. Assign the account to the manager with the specific industry experience relevant to the client.
• Step #2: Hold an internal "Sales-to-Service Handoff" meeting. The sales rep must transfer all soft knowledge—client fears, personality quirks, and verbal promises—to the AM.
• Step #3: Introduce the Account Manager to the client via email as their "dedicated success partner." This establishes a single point of truth for communication, preventing the client from contacting the CEO for minor edits.

Step 3: Enter client details into your database

Disorganization kills retention. You need a centralized, secure location for all client data. Relying on scattered email threads to find a hex code or a billing contact is unprofessional and inefficient. This part of the client onboarding workflow ensures that your media buyers, designers, and strategists can access necessary information without bottlenecking. This is the operational backbone of a smooth marketing onboarding checklist.

• Step #1: Create a shared folder in your cloud ecosystem (Google Drive/SharePoint) using a standardized naming convention (e.g., [CLIENT NAME] _ [YEAR] _ Assets).
• Step #2: Input the client contact info, billing details, and key stakeholder roles into your project management tool (Asana/ClickUp/Monday).
• Step #3: Create a dedicated Slack or Teams channel for this account. Set up automated notifications for file uploads or urgent emails to ensure real-time responsiveness.

Step 4: Provide comprehensive onboarding documentation

To execute a high-level digital marketing strategy, you need access: logos, logins, historical data, and brand guidelines. Instead of asking for these one by one in a chaotic email chain, you must systematize data collection. A professional client onboarding document or questionnaire saves weeks of back-and-forth and portrays you as an expert. It shows the client that you have a proven process for handling their business.

Pro Tip: Include a "Non-Compete" or "Access Revocation" section that reassures the client their data is safe and will be returned if they leave.

• Step #1: Send a "Welcome Packet" PDF. This should outline your agency's Standard Operating Procedures (SOPs): working hours, emergency escalation protocols, and communication SLAs (e.g., "We reply within 24 hours").
• Step #2: Deploy a secure new client checklist or intake form (Typeform/Google Forms) requesting access to Google Analytics, Ads Managers, social handles, and CMS. Use a password manager link (like LastPass) for security.
• Step #3: Request specific creative assets: Vector logos, brand style guides (fonts/colors), and a bank of approved imagery.

Step 5: Client kick-off meeting: and what to go over

The kick-off call is the ceremonial start of the partnership. It is arguably the most important meeting you will have. This is not a sales call; it is a strategy, alignment, and authority-building session. A successful kick-off cements your status as a partner rather than a vendor. It walks the client through the marketing onboarding roadmap and manages their anxiety about the investment.

• Step #1: Schedule the meeting for 60 minutes. Invite all key stakeholders from their side (CEO, CMO, Sales Lead) to ensure alignment.
• Step #2: Prepare a professional slide deck covering: Team Intros, Timeline, Deliverables, Communication Rhythm, and "What We Need From You."
• Step #3: Record the call. Send a "Kick-off Recap" email within 2 hours, detailing action items, deadlines, and the recording link.

Step 6: Align on expectations and success metrics (Goal setting and KPIs)

Most friction in digital marketing agencies arises from mismatched expectations. The client might expect 10x ROAS (Return on Ad Spend) in week one, while you are focusing on data hygiene. Part of the marketing agency onboarding process is defining exactly what success looks like and what it doesn't. By agreeing on Key Performance Indicators (KPIs) early, you protect your agency from unrealistic demands.

• Step #1: Define SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound). Differentiate between "Leading Indicators" (Clicks, CTR) and "Lagging Indicators" (Revenue, LTV).
• Step #2: Explicitly state what is out of scope. If you are doing SEO, clarify that you are not responsible for fixing their broken checkout code unless paid extra. This prevents scope creep.
• Step #3: Agree on a "North Star Metric." If they want leads, don't report on "Likes." If they want brand awareness, don't obsess over "Cost Per Lead" in the first month.

Step 7: Set up analytics and reporting tools

Digital marketing agencies survive on data integrity. Before you launch any campaign, you must ensure you can track the results accurately. Launching without tracking is negligent. This technical step in the onboarding process ensures that when you generate results, you can attribute them. It also covers compliance (GDPR/CCPA) which is vital for professional agencies.

• Step #1: Perform a technical audit. Check Google Analytics 4 (GA4), Facebook CAPI (Conversions API), and GTM (Google Tag Manager) containers.
• Step #2: Set up conversion goals that align with the KPIs from Step 6. Test them to ensure they are firing correctly.
• Step #3: Create a live reporting dashboard (Looker Studio/AgencyAnalytics). Give the client "View Only" access so they have 24/7 transparency, reducing their need to email you for updates.

Step 8: Setting up marketing campaigns

Now it is time to execute. This is the "meat" of the marketing onboarding phase where strategy turns into assets. Whether it is SEO, PPC, or Social Media, this step involves internal production and quality assurance (QA). The quality of work here sets the baseline for performance. This requires deep collaboration between your copywriters, designers, and strategists.

• Step #1: Conduct deep research: Competitor gap analysis, keyword intent research, and audience persona refinement.
• Step #2: Develop the "Strategy Deck" or "Campaign Plan." This document outlines the ad angles, content pillars, and targeting sets.
• Step #3: Produce the creative assets. Ensure they align strictly with the brand guidelines collected in Step 4 to avoid rejection.

Step 9: Get approval on marketing campaigns

Never go live without written approval. Even if you think the ad is perfect, the client knows their industry nuance and legal restrictions better than you. Getting approval is a liability safety net for digital marketing agencies. It prevents the awkward "I didn't approve that" conversation if a campaign violates a compliance rule or attracts bad PR.

• Step #1: Present the campaign assets in a professional proofing tool (like Frame.io or GoProof) rather than attaching zip files to emails.
• Step #2: Allow for exactly two rounds of revisions as per your contract. Be firm on this to protect your margins.
• Step #3: Get a definitive, timestamped "Approved for Launch" email or digital signature. Do not accept a verbal "looks good" on a call.

Step 10: Provide updates and reporting calendar

Silence causes anxiety. If the client doesn't hear from you, they assume you aren't working. The final step of the client onboarding process flow is establishing the rhythm of communication. You must train the client on when to expect updates. This creates a "heartbeat" for the relationship that builds trust.

Specific Steps

• Step #1: Schedule the recurring status calls (e.g., Bi-weekly Tuesdays at 10 AM). Send calendar invites for the next 3 months in advance.
• Step #2: Automate the monthly report delivery. Ensure it contains an executive summary, not just raw data tables.
• Step #3: Send a "Campaign Live" email the moment the ads launch. Include screenshots so they can see their brand in action immediately.

CRM Integration

To truly streamline the digital marketing onboarding process, you cannot rely on manual entry. Integrating a robust Customer Relationship Management (CRM) system is vital for scaling. A good CRM automates the client onboarding workflow, ensuring compliance and speed.

For professional digital marketing agencies, tools like HubSpot, GoHighLevel, or Salesforce should be configured to:

• Automatically trigger the client onboarding document dispatch when a deal is "Won."
• Assign tasks to the "Onboarding Specialist" automatically.
• Sync with accounting software to pause onboarding if the invoice remains unpaid.

Who should be involved in client onboarding?

The onboarding process is a cross-functional operation. While the Account Manager leads, the following roles are critical for a professional agency:

• Sales Representative: Required for the internal handoff to ensure promises are kept.
• Account Manager: The "Quarterback" guiding the client through the onboarding checklist.
• Strategist/Media Buyer: To audit the accounts and validate the KPIs.
• Technical Specialist: To handle pixel setups, API integrations, and tracking audits mentioned in the customer onboarding checklist.
• The Client: They must be active participants. Client onboarding fails if they do not provide approvals or assets on time.

What are the common mistakes?

Even established agencies make errors that cost them the account. Here are common pitfalls in agency client onboarding:

1. Overwhelming the Client: Dumping 20 emails in one day creates panic. "Drip feed" your requests logically.
2. Lack of Clarity on Scope: Not defining "out of scope" items leads to margin erosion.
3. Skipping the Kick-off: Trying to do everything via email kills the relationship building.
4. Ignoring Internal Handoffs: If the marketing team doesn't know what the sales team sold, the campaign strategy will be misaligned from day one.
5. Weak Tech Setup: Launching with broken tracking is the hallmark of an amateur agency.

Comprehensive client onboarding checklist for digital marketing agencies

• [ ] Phase 1: Legal & Finance
  • [ ] Contract signed by all parties.
  • [ ] NDA and SLA reviewed.
  • [ ] First invoice paid & subscription set up.
• [ ] Phase 2: Internal Setup
  • [ ] Account Manager assigned.
  • [ ] Sales-to-Service internal handoff meeting completed.
  • [ ] Client folder (Google Drive/SharePoint) created.
  • [ ] Project Management board (Asana/ClickUp) populated.
• [ ] Phase 3: Data Collection
  • [ ] Welcome Packet & SOPs sent.
  • [ ] Client onboarding document (Questionnaire) sent.
  • [ ] Access to assets (Logos, Images) received.
  • [ ] Access to platforms (FB Business Manager, GA4) verified.
• [ ] Phase 4: Strategy & Kick-off
  • [ ] Kick-off deck prepared.
  • [ ] Kick-off meeting held & recorded.
  • [ ] KPIs and Goals mutually agreed and documented.
• [ ] Phase 5: Technical Foundations
  • [ ] Analytics audit completed.
  • [ ] Tracking pixels/tags installed and tested.
  • [ ] Live Reporting Dashboard created.
• [ ] Phase 6: Execution & Launch
  • [ ] Campaign strategy developed.
  • [ ] Creative assets & copy produced.
  • [ ] Client approval secured (in writing).
  • [ ] Campaign launched.
  • [ ] "Go Live" notification sent.

Digital marketing onboarding process – Conclusion

We all know that closing the deal is just the beginning of the revenue journey. However, your ability to retain that revenue and upsell the client is entirely dependent on how you handle the first 30 days.

A smooth, professional digital marketing onboarding process sets the stage for a long-term partnership. It moves you from being a "service provider" to a "strategic partner." That’s why the tips from this post — like establishing a clear reporting calendar, enforcing strict approvals, and validating data tracking — are so powerful. They transform a chaotic start into a scalable system that impresses the client from day one.