The onboarding process is the first and most important phase when starting a partnership with a marketing agency. It sets the foundation for everything that follows and determines how well the agency understands your business. A strong onboarding process ensures clarity, builds trust, and aligns expectations from the very beginning.

Initial Discovery and Goal Setting

The onboarding process typically starts with a discovery session. During this stage, the agency will ask in-depth questions about your business, your goals, your target audience, and your current marketing efforts. This is the moment where both sides get to align on direction and define what success looks like.

You should expect to discuss:

• Your brand identity and market position
• Key products or services
• Pain points and challenges
• Short-term and long-term goals
• Budget and timelines

The agency may also review your existing materials such as websites, brand assets, past campaign data, and social media profiles to better understand your starting point.

Strategy Development and Planning

Once the discovery session is complete, the agency will begin shaping a strategy tailored to your goals. This can include high-level marketing plans, audience segmentation, content calendars, platform selection, campaign ideas, or SEO priorities.

You’ll typically receive a strategic proposal or roadmap within the first few weeks. This document outlines what the agency recommends, why it matters, and how they will measure results. It should be clear, realistic, and matched to your available resources.

In this phase, it’s essential to ask questions and share feedback. Your input helps fine-tune the direction and ensures that both sides are confident in the plan.

Roles, Tools, and Communication Setup

Next, the agency will introduce the team members who will be working on your account. You should know exactly who your main point of contact is and how to reach them. Many agencies use project management tools like Trello, Asana, or Monday.com to track deliverables and deadlines. Others may use shared folders, Slack, or email to manage day-to-day communication.

You’ll also discuss reporting frequency and what metrics will be tracked. Common tools used include Google Analytics, Meta Business Suite, or custom dashboards. Make sure expectations are clear about how often you’ll receive updates and what kind of insights they will include.

Asset and Access Transfer

To get started with execution, the agency will need access to the right platforms and brand materials. This includes:

• Social media account permissions
• Website backend access
• Ad account credentials (Google, Meta, etc.)
• Brand guidelines, logos, fonts, and previous campaign assets

You may also need to sign data protection or confidentiality agreements. A good agency will guide you through this securely and professionally.

First Campaigns or Quick Wins

Some agencies aim to launch a first campaign or “quick win” within the first 30 to 60 days. This helps establish momentum and gives both sides an early sense of performance. Others may prioritize brand alignment and foundational work such as website optimization or strategy building.

Either way, the onboarding phase should end with clarity, shared understanding, and a live roadmap for what’s next.