At 24Pages Africa, we have refined our client onboarding process to be more than just a formality; it is the foundation for long-term partnerships and exceptional results. Our journey with clients is a carefully planned process that combines industry expertise, data-driven strategies, and a genuine commitment to our clients’ success.
Take a look behind the scenes to see how we transform new clients into success stories.
I. Initial Consultation: Finding the Right Fit
Our relationship with clients begins long before any contracts are signed. The initial consultation is a critical phase where we assess mutual fit and lay the groundwork for a productive partnership.
During this stage, we engage in open, honest conversations about the client’s business, goals, and challenges. For instance, when we first met with a leading finance company specialising in loan services, we spent considerable time understanding their unique position in the market and their ambition to expand their customer base.
We ask probing questions:
- What are your short-term and long-term business objectives?
- Who is your target audience?
- What marketing efforts have you tried before, and what were the results?
This deep dive allows us to gauge whether our expertise aligns with the client’s needs.
We also share relevant case studies and experiences. For the finance company, we discussed our successful campaign for a fintech startup that resulted in a 75% increase in qualified leads within three months. This demonstration of our capabilities in their industry helped build trust and excitement about the potential partnership.
Importantly, we’re not afraid to turn down projects if we believe we’re not the best fit. Our goal is long-term success, not short-term gains.
As our CEO often says, “It’s better to have a difficult conversation now than a failed project later.“
II. Strategy Development: Data-Driven and Tailored
Once we’ve established a strong foundation, we move into strategy development. This isn’t a one-size-fits-all approach—each strategy is meticulously crafted based on the client’s unique situation and goals.
Our process begins with comprehensive market research. For a top-tier IT solutions provider in Nigeria, this involved a deep analysis of the African IT sector, including competitor strategies, market trends, and consumer behaviour patterns.
We then conduct a thorough audit of the client’s current digital presence. In the IT company’s case, this revealed opportunities to optimise their website for search engines and create more engaging content for their target audience.
Next, we analyse historical data from similar projects. When developing a strategy for a prominent SaaS marketing analytics company’s event, we drew insights from our experience organising virtual events for other tech companies, allowing us to anticipate challenges and capitalise on proven successful tactics.
Our team then collaborates in strategy sessions, bringing together diverse perspectives from SEO specialists, content creators, social media experts, and data analysts. This collaborative approach ensures a holistic strategy that addresses all aspects of digital marketing.
The result is a comprehensive, data-backed strategy document. For the finance company, this included a multi-channel approach combining SEO optimisation, targeted PPC campaigns, and influencer partnerships, all designed to reach their specific audience of potential loan seekers.
III. Proposal Presentation: Transparency is Key
With our strategy in hand, we schedule a detailed presentation with the client. This isn’t a sales pitch—it’s an open discussion about our proposed approach, expected outcomes, and the rationale behind our recommendations.
We present our strategies using clear, jargon-free language. Metrics and timelines are clearly defined. For instance, in our proposal to our client, the IT solutions provider, we outlined specific KPIs such as “increase organic website traffic by 50% within six months” and “generate 100 high-quality leads per month by the end of Q3.“
We also provide a detailed budget breakdown, ensuring clients understand exactly where their investment is going. This level of transparency has been crucial in building trust with our clients.
During this presentation, we encourage questions and feedback. When presenting to the SaaS marketing analytics company, their team’s input led us to adjust our event marketing strategy to include more B2B-focused elements, ultimately contributing to the event’s success.
IV. Kickoff Meeting: Meeting the Dream Team
Once the proposal is approved, we organise a kickoff meeting to introduce the full team that will be working on the client’s account. This isn’t just a formality—it’s an opportunity to start building the collaborative relationship that will drive success.
Each team member presents their role and how they’ll contribute to the project’s success. For the finance company, this included introductions from our SEO specialist, content strategist, PPC expert, and project manager, each explaining how their work would contribute to the goal of expanding their customer base.
We also use this meeting to establish communication protocols and project milestones. We agree on regular check-in times, reporting formats, and the primary point of contact for day-to-day communications.
The kickoff meeting sets the tone for the entire project. As the marketing director of one of our clients told us, “Seeing the expertise and enthusiasm of the whole 24Pages team made us confident we’d made the right choice.“
V. Implementation Phase: Putting Plans into Action
With the groundwork laid, we move into the implementation phase. This is where our strategies come to life, but it is not a simple “set it and forget it” process.
We begin by setting up the necessary tools and accounts. For the IT company, this involved configuring advanced analytics tools to track website performance and setting up a content management system for their new blog.
As we start executing our strategies, we maintain constant communication with the client. Weekly progress updates keep them informed of our activities and any initial results. For the finance company, these updates included reports on their ad campaign performance and new content published on their website.
Flexibility is key during this phase. When the SaaS company’s virtual event saw lower-than-expected early registration numbers, we quickly adjusted our promotion strategy, resulting in a surge of last-minute sign-ups that exceeded the original attendance goal.
VI. Regular Check-ins and Reporting: Communication is King
We believe that frequent, transparent communication is crucial to project success. Our communication strategy typically includes:
- Weekly progress updates: Brief reports on ongoing activities and any noteworthy results.
- Monthly performance reports: In-depth analysis of key metrics, comparing them to our established KPIs.
- Quarterly strategy reviews: A comprehensive look at overall performance, with discussions about potential strategy adjustments.
For the IT solutions provider, these regular check-ins allowed us to quickly identify that certain types of content were resonating particularly well with their audience. We were able to pivot our content strategy to focus more on these high-performing topics, leading to a significant increase in engagement and leads.
These aren’t just one-way communications. We actively seek feedback and insights from our clients during these check-ins. When the finance company noticed a trend in customer enquiries that wasn’t reflected in our keyword strategy, we were able to quickly incorporate this insight, leading to improved ad performance.
VII. Continuous Optimization: Always Improving
Marketing is an ever-evolving field, and our strategies evolve with it. We’re constantly analysing data, testing new approaches, and fine-tuning our tactics to maximise results.
For instance, during our campaign for the finance company, we noticed that while our Google Ads were performing well, Facebook ads weren’t meeting expectations. We dove deep into the data, conducted A/B tests with different ad creatives and targeting options, and eventually turned the Facebook campaign into one of the most effective lead-generation channels.
With the IT solutions provider, our initial content strategy focused heavily on long-form blog posts. However, analytics showed that their audience engaged more with shorter, more frequent updates. We adjusted our content calendar accordingly, resulting in a 30% increase in time spent on-site.
VIII. Measuring Success: Results That Matter
While we track a wide range of metrics, our focus is always on the KPIs that directly impact our client’s business objectives. For the finance company, this meant tracking not just website traffic and click-through rates, but also the number and quality of loan applications generated through our marketing efforts.
For the IT solutions provider, success was measured in terms of qualified leads generated and improvements in their search engine rankings for key industry terms. By the end of our six-month campaign, we had not only met but exceeded their lead generation goals and secured top-three rankings for 80% of their target keywords.
With the SaaS marketing analytics company, the success of their virtual event was measured not just in attendee numbers but also in post-event survey responses and the number of new business relationships formed as a result of the event.
IX. Conclusion: Your Success Story Starts Here
At 24Pages Africa, we’re more than just a marketing agency—we’re your dedicated growth partner. Our meticulous onboarding process, data-driven strategies, and unwavering commitment to client success have helped businesses across Africa reach new heights in the digital landscape.
We believe in the power of our approach so much that we offer free consultations to help businesses assess their digital marketing needs and explore how we can help. During these consultations, we’ll discuss your business goals, current challenges, and potential strategies—all with no obligation.
Ready to start your journey towards digital marketing excellence? Book your free consultation today. Let’s work together to write your success story in the digital world of Africa.