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 <callout icon="💡" color="gray_bg"> </callout> <empty-block/> Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191) {color="gray_bg"} <columns> <column> **Previous:** [MARKETING 🟠](https://app.notion.com/p/436ce386504449a9bef8f26d19caa410/) {color="blue_bg"} **Previous:** [RELATIONSHIPS 🟡](https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4/) ** {color="yellow_bg"} **HERE:** [OPERATIONS 🟡](https://app.notion.com/p/5f901077de2d44ec8576f9fe8d5f2ceb/) ** {color="purple"} </column> <column> **Previous:** [SALES 🟡](https://app.notion.com/p/430af503c9c74e8b8caaace1e31c958b/) ** {color="green_bg"} **Previous:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/) ** {color="red_bg"} **Next:** ** {color="gray_bg"} </column> </columns> <empty-block/> ## <span color="purple">Standard Operating Procedures</span> ### 👋 Writing SOP’s 🟢 {color="purple"} <empty-block/> SOP’s are the building blocks of a smooth-running business. {color="purple"} <span color="purple">By ensuring everyone knows what is expected of them, what needs to be delivered, and how to best deliver it, we can all be aligned and work harmoniously without a stressful, reactive day-to-day.</span> <empty-block/> <columns> <column> **When Does This Start?** {color="purple"} <empty-block/> 1. During the initial building of our SOP writing pages 2. Whenever any part of any task is found to be any of the following: 1. too repetitive 2. time-consuming 3. can be templated 4. made obsolete by a better technology / tool 5. a roadblock / bottleneck <empty-block/> </column> <column> **What’s Our Definition Of Done?** {color="purple"} <empty-block/> A step by step, foolproof guide to completing every function of Easier Agency <empty-block/> </column> </columns> **Team - ** {color="purple"} <details color="purple_bg"> <summary>1) Identify new SOP’s that need to be written</summary> **Purpose** {color="purple_bg"} <empty-block/> Speed up workflows. Standardise workflows. Establish best ways of working. <empty-block/> **Process** {color="purple_bg"} <empty-block/> 1. Everyone should always make a note of all your good ideas, all the time - during meetings, while messaging people, walking the dog, whenever. 2. Allocate some time to take that idea and…<|reserved_token_163785|> <tool_call> <function=write_file> <parameter=content> 1. Everyone should always make a note of all your good ideas, all the time - during meetings, while messaging people, walking the dog, whenever. 2. 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Set “Which Products Needs to be Submitted in Feed?” to First variant only (unless it makes sense to list all products) 3. Keep SKU’s consistent if possible 4. Use SEO title and SEO description 5. Set “Append Variant Name to Product Title?” to No 6. If managing Google Ads, opens Google Ad account \> Tools And Settings \> Setup, Linked Accounts \> Manage and Link, and click Activate for the client's linked GA4 property 2. Settings \> Google Shopping Settings: enable “Sale Price with Price”, and click [Save] 3. Settings \> Facebook Catalog Settings: enable “Sale Price with Price”, and click [Save] 4. Tracking Tags \> Google Dynamic Remarketing & Conversion Tracking: Sign in with Google and connect Google Ad account 4. If sending dynamic collections to ads platforms would be useful, Settings \> Automated Rules For Feed: Click the + button, and select “+ Custom Label 0”, and set up products so collections are feeding through (may be done by adding tags to products) 5. May need to add collections to tags in Shopify/Wordpress, if currently not described consistently in any other mappable parameter (e.g. product title, product type, variant title, vendor (brand) 6. Remove existing feeds [delete?] 1. [WIP] 6. Adds structured data 1. Exports all products, paste into AI-Powered Structured Data Google Sheet 1. or use Keywords Everywhere Chrome extensions to confirm keyword search volumes (only use high volume keywords), and look at what competitors are doing 2. Runs AI, to add more contextual information 3. Imports product changes into website 7. Set up additional programs in Merchant Centre 1. Free product listings: click through the setup process, ensuring everything is compliant and acceptable for Google 2. Dynamic Remarketing: click enable 3. Promotions: click enable 4. Product ratings: click Get Started, and if the client has an approved 3rd party review platform (YotPo, Stamped, Loox, etc), click “Yes”. Ensure the business’ review platform is set up to show reviews on correct products 1. If Loox: [[link](https://help.loox.io/article/78-how-do-i-integrate-my-reviews-with-google-shopping#Setting-up-Google-Shopping-in-Loox-Pp2GK)\\ 8. Clicks Diagnostics and solves all product issues 1. Extraneous text [title\\] or unexpected product types: often this is due to the product title (e.g. a novelty t-shirt about cheap beer) - submit for manual review 2. Missing value: add automated rules in Symprosis / Product Feed Pro 1. Example: if variant title does not contain “men” AND variant title does not contain “women”, set Gender “Unisex” 3. Missing value (description): ensure all products have a description <empty-block/> **Pointers** {color="orange_bg"} <empty-block/> If a product gets stuck as pending in Google Merchant Centre, try changing the product ID, e.g. by changing its setting in Symprosis Product Identifiers Mangement from MPN to custom. Solve ALL product disapprovals Avoid Google flagging more compliance issues than necessary - Google can be very petty about bans, and it is difficult to recover accounts! <empty-block/> <empty-block/> </details> <details color="orange"> <summary>7. Sets up deliverability signals (DKIM, etc)</summary> - [ ] WRITE full checklist of feed issues - [ ] ADD AI-powered structured data process **Purpose** {color="orange_bg"} <empty-block/> Here we sync up products between Ecommerce businesses and marketing platforms. <empty-block/> **Process** {color="orange_bg"} <empty-block/> 1. Checks current condition of product feed in Google Merchant Centre against checklist 1. Missing collection data 2. Insufficient structured data 3. Merchant Centre errors (GTIN, missing descriptions, incorrect availability, etc) 4. Growth programs not set up (Free Product Listings, Dynamic Remarketing, Promotions, Product Ratings) 5. Branding not set up 2. Catalogues issues and sends to client, and requests permission to install a high quality product feed app 1. If Shopify, install Symprosis [[link](https://apps.shopify.com/google-shopping-feed?surface_intra_position=1&surface_type=partners&surface_version=redesign)] 2. If Wordpress, install Product Feed Pro [[link](https://wordpress.org/plugins/woo-product-feed-pro/)] 3. Installs app/plugin 1. If Symprosis: 1. If there are non-compliant products e.g. gift cards on the site, create a collection with only compliant products [[link](https://support.google.com/merchants/answer/6150006?hl=en&sjid=16751911632127339673-EU)] (keep this dynamic, so it excludes product names like “gift card”) 2. Set “Which Products Needs to be Submitted in Feed?” to First variant only (unless it makes sense to list all products) 3. Keep SKU’s consistent if possible 4. Use SEO title and SEO description 5. Set “Append Variant Name to Product Title?” to No 6. If managing Google Ads, opens Google Ad account \> Tools And Settings \> Setup, Linked Accounts \> Manage and Link, and click Activate for the client's linked GA4 property 2. Settings \> Google Shopping Settings: enable “Sale Price with Price”, and click [Save] 3. Settings \> Facebook Catalog Settings: enable “Sale Price with Price”, and click [Save] 4. Tracking Tags \> Google Dynamic Remarketing & Conversion Tracking: Sign in with Google and connect Google Ad account 4. If sending dynamic collections to ads platforms would be useful, Settings \> Automated Rules For Feed: Click the + button, and select “+ Custom Label 0”, and set up products so collections are feeding through (may be done by adding tags to products) 5. May need to add collections to tags in Shopify/Wordpress, if currently not described consistently in any other mappable parameter (e.g. product title, product type, variant title, vendor (brand) 6. Remove existing feeds [delete?] 1. [WIP] 6. Adds structured data 1. Exports all products, paste into AI-Powered Structured Data Google Sheet 1. or use Keywords Everywhere Chrome extensions to confirm keyword search volumes (only use high volume keywords), and look at what competitors are doing 2. Runs AI, to add more contextual information 3. Imports product changes into website 7. Set up additional programs in Merchant Centre 1. Free product listings: click through the setup process, ensuring everything is compliant and acceptable for Google 2. Dynamic Remarketing: click enable 3. Promotions: click enable 4. Product ratings: click Get Started, and if the client has an approved 3rd party review platform (YotPo, Stamped, Loox, etc), click “Yes”. Ensure the business’ review platform is set up to show reviews on correct products 1. If Loox: [[link](https://help.loox.io/article/78-how-do-i-integrate-my-reviews-with-google-shopping#Setting-up-Google-Shopping-in-Loox-Pp2GK)\\ 8. Clicks Diagnostics and solves all product issues 1. Extraneous text [title\\] or unexpected product types: often this is due to the product title (e.g. a novelty t-shirt about cheap beer) - submit for manual review 2. Missing value: add automated rules in Symprosis / Product Feed Pro 1. Example: if variant title does not contain “men” AND variant title does not contain “women”, set Gender “Unisex” 3. Missing value (description): ensure all products have a description <empty-block/> **Pointers** {color="orange_bg"} <empty-block/> If a product gets stuck as pending in Google Merchant Centre, try changing the product ID, e.g. by changing its setting in Symprosis Product Identifiers Mangement from MPN to custom. Solve ALL product disapprovals Avoid Google flagging more compliance issues than necessary - Google can be very petty about bans, and it is difficult to recover accounts! <empty-block/> <empty-block/> </details> <details color="orange"> <summary>8. Sets up additional required docs (translations, event timelines, etc)</summary> - [ ] REPLICATE “Onboarding Timeline.xlsx” **Purpose** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> **Process** {color="orange_bg"} <empty-block/> 1. <empty-block/> <empty-block/> **Pointers** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> <empty-block/> </details> <details color="orange"> <summary>9. Produces initial copy + creative</summary> **Purpose** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> **Process** {color="orange_bg"} <empty-block/> 1. 2. Share for feedback via [Frame.io](http://frame.io/)? **Pointers** {color="orange_bg"} <empty-block/> <empty-block/> [https://www.youtube.com/watch?v=RDdn7yjJBEA](https://www.youtube.com/watch?v=RDdn7yjJBEA)  <empty-block/> <empty-block/> </details> <details color="orange"> <summary>10. Builds in-platform audiences (Paid Search, Paid Social, Email)</summary> **Purpose** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> **Process** {color="orange_bg"} <empty-block/> 1. <empty-block/> <empty-block/> **Pointers** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> <empty-block/> </details> <details color="orange"> <summary>11. Writes monthly progression plan via Pitch</summary> **Purpose** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> **Process** {color="orange_bg"} <empty-block/> 1. <empty-block/> <empty-block/> **Pointers** {color="orange_bg"} <empty-block/> <empty-block/> <empty-block/> <empty-block/> </details> <empty-block/> ### 👋 Regular relationship management {color="orange"} <empty-block/> This is where we manage the day to day relationship, keep the client updated about what we’re working on, our insights and thoughts, and deliberate with clients on the next action items for the fulfilment teams. {color="orange"} <empty-block/> **Client + Team - ** {color="orange"} 1. Relationship Executive maintains async comms to progress projects {color="orange"} - Proactive - Monthly: - Strategy update - Weekly: - Share new creative previews - Share report snapshot with data storytelling - Share media buying reporting and change log - Reactive - All messages must receive answers within 24 hours - Responses should answer all questions and provide proactive advice - For questions Relationship Executive can’t answer, ask Relationship Manager (if regarding project management process) or project team (if regarding fulfilment) - For questions we can’t answer, share next steps and set time expectation for when a solution will be provided 2. Relationship Executive preps agenda for calls, and prompts project team for input {color="orange"} 3. Relationship Executive + Marketing Manager calls client {color="orange"} - Fortnightly: - Call regarding regular catch up - Every 6 months: - Call regarding next phase (aka upsell) - IRL meeting if client is in same country 4. Is onboarded with access to client portal {color="orange"} <empty-block/> **Team -** {color="orange"} 1. Sends email with agenda and weekly updates 1 day before scheduled call {color="orange"} 2. Attends fortnightly meetings to discuss {color="orange"} 3. After client meetings, send summary 1. Always include a timeline for execution. Whether or not we hit the mark precisely, we need to be at least communicating aspirational timelines to clients as much as possible. Ideally we hit them or exceed them, and whenever we don’t, we proactively communicate a need for more time. 4. [edit: this is Operations meeting] - How everyone is - Performance for each account - Bottlenecks - Focus tasks for the week - We require a written record of \\\">50% budget increases from the client\\ - Project health - Sales pipeline - Troubleshooting challenges - Team capacity - Agency development 5. Processes invoices, flags payment issues {color="orange"} 6"} 6. Proactively builds and maintains client relationships 1. Regular proactive talking points 2. Frequent reactive talking points 3. Incidents 1. Frequently ignored messages or \\\">48h response times\\ 1. Escalate to Relationship Manager 2. Relationship manager reviews the case with Relationship executive 3. Relationship manager sends message to client, asking how they can help ensure messages get responses on time 2. Changes in scope 3. Challenge on service / fulfilment terms 4. Unprofessional conduct 5. Information requests 1. Faults 2. [page url="https://app.notion.com/p/80aec1616f454ff3a5104da04e9c8abb"]Client Services Examples[/page] 3. Emergencies 1. Website outage: pause ads, communicate with client, prepare to take advantage with [email](https://twitter.com/aaronorendorff/status/1724225401747345459/photo/1) 4. At 3 month mark, get a case study and testimonial 1. Send email 2. Example: > Hi [CLIENT NAME]\\ > Today as we round out our first 3 months of working together, we wanted to drop a general thank you for the opportunity to support [BUSINESS NAME]’s growth 🎉\\ > As mentioned at the start of our engagement, we'd like to begin pulling together our case study reflecting back on the great work we've done together. \\\\ > Can we confirm that we have your permission for such a case study and that you're open to providing a testimonial on the highlights?\\ > We'd really appreciate it.\\ > Many thanks,<br>Anthony <empty-block/> **Client -** {color="orange"} 1. Client tasks: {color="orange"} <details color="orange"> <summary>Share content for customer experience</summary> - Articles, coverage and appearances in print, news sites, etc - Company anniversaries, milestones - Award nominations or wins - Monthly business recaps - Behind the scenes looks at parts of the company - Message from the CEO - Insight into the company's history - Important dates to keep in mind for the upcoming future - Specific aesthetics or aspirations that inspire the business - Employee / customer spotlights - Guest or influencer highlights - Product guides (care instructions, use cases) - FAQ's, advice columns - Surveys, polls and feedback - Testimonials from significant figures beyond regular reviews - Thank you to customers - Share new releases and product updates - Send birthday wishes - Giveaways and contests - Refer-a-friend schemes - Loyalty program invites - Stories and learnings </details> 2. Managing and communicating about cashflow, freeing up budget for ads {color="orange"} <empty-block/> Pointers {color="orange"} Respond within 1 hour with plans of action for all upset clients, but for anger vs disappointment in the stakeholder, frame comms a little differently. Put more focus on explanations for angry clients, and more empathy for sad clients. [[source](https://link.mail.beehiiv.com/ss/c/u001.-qDUitLbKDpDrM9vo_1vBIGxqIWqYGcuEXbxQL-IQE1Y0Xywke_-gf5FPlQmwtT61_Lh_dbwJ1fRumTmgCgEdTJniaMW4MDjsu6SfMxs8OqnicI_uQfX6LvgB0hGK5Q_AgPPOP6KLLxqormo8MfU8Oe4fzM5xg3EG2sXCXUp6Ql39f6Q5nk8mB67UONQZbLbJ8xENdzGsJzo-7joQ03_FkVI_DJgIzedbALubg62tmFE3ApGpgYjKCbozItlaKUhNxFIgTVbI6e5Jex9cjxoehM9y3eg2hCcCAVPJURb4LEWaPik4qJloeplJUcyhWzrerG9cCsdna_H6vCMj_k9Fh8WgrhdI6u_fnC_IoSeKY9-8pBEsfI0F0jb1nLZTkGwY32occY2FyoD4YR3O29ygw/4ht/S5OhqBPYQO-Wspj08Bzn_g/h0/h001.jtBfHPzytUyFiDpP8EVpd_snj0OV1WFHX9vYoSwpgWo)\\\\] <empty-block/> ## Deactivated Clients {color="orange"} ### 👋 Stopping a service {color="orange"} <empty-block/> Some clients will need to deactivate some or all services, hopefully only temporarily. {color="orange"} Here we amend our activity plans to accommodate this. {color="orange"} <empty-block/> **Client -** {color="orange"} 1. Requests to pause service(s) {color="orange"} <empty-block/> **Team - ** {color="orange"} 1. Pause ads activity {color="orange"} 2. Pause reporting {color="orange"} 3. Switch regular catch-ups to un-pause follow-ups {color="orange"} 4. Settles outstanding invoices {color="orange"} 5. Adjusts agency forecast and finance docs {color="orange"} <empty-block/> ### 👋 Offboarding a client {color="orange"} <empty-block/> If a client needs to cancel working with us entirely, this is the process for removing them from our client list. {color="orange"} <empty-block/> **Client -** {color="orange"} 1. Hands in notice or cancels direct debit {color="orange"} <empty-block/> **Team - ** {color="orange"} 1. Agrees whether the client is worth keeping or not {color="orange"} - If yes: 1. Schedules immediate call to understand main objections to staying, counters objections, get client to agree to a retention goal, i.e. ”What do you need to see to stay on?” 2. If agrees to stay on: 1. Writes plan on how to hit retention goal 2. Shares plan with client 3. Adds review to call agenda at end of notice 4. Executes on plan! - If doesn’t agree to stay on: 1. Completes any agreed outstanding work 2. Finishes with the client amicably 2. Settles outstanding invoices {color="orange"} 3. Adjusts agency forecast and finance docs {color="orange"} 4. Handles up to 2.5 hours of requested handover {color="orange"} <empty-block/> <empty-block/> <empty-block/> <empty-block/> **Back to: [SOP Wiki 🟡](https://app.notion.com/p/6cc8c2c653b742c2a078b1d8577ef191)** {color="gray_bg"} <columns> <column> **Previous:** [RELATIONSHIPS 🟡](https://app.notion.com/p/5b67f40e4cf94d5d838db7a8eb5c22a4/) ** {color="yellow_bg"} **Next:** [FULFILMENT 🟡](https://app.notion.com/p/651648f9f4df4602a05cbec5264d059c/) {color="red_bg"} </column> <column> <empty-block/> </column> </columns>
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