New marketing client.
Start with the right questions.

A marketing questionnaire collects what you need to plan a client’s marketing: goals, customers, offers, what’s worked before and access to their tools. It works for SEO and social media clients too; delete the sections that don’t apply.

Ask clients to grant access to ad accounts, analytics and social profiles through each platform’s partner tools. Never ask for passwords.

Details

• Client / company: [Name]
• Completed by: [Name, role]
• Date: [Date]

Goals

• What are your business goals for the next 12 months? [Answer]
• Which number matters most (leads, sales, bookings)? [Answer]

Customers and offers

• Who are your best customers? [Answer]
• What are your main products or services and their margins? [Answer]

What’s worked before

• Which channels have worked, and which haven’t? [Answer]
• Any past campaign results we can see? [Answer]

SEO

• Which searches should you appear for? [Answer]
• Any past SEO work or penalties we should know about? [Answer]

Social media

• Which platforms matter for your customers? [Answer]
• Who can create or appear in content? [Answer]

Tools, budget and reporting

• Which tools do you use (CRM, analytics, ad accounts)? [Answer]
• Monthly budget for fees and for ad spend? [Answer]
• How and how often would you like reports? [Answer]

1. Send it straight after signing.
2. Delete sections for channels you don’t manage.
3. Request access through platform partner tools, not passwords.
4. Review answers and past data before the kickoff call.
5. Agree goals and the reporting rhythm on the call.
6. Turn answers into the first month’s plan.

Microsoft Word

1. Download the Word (.docx) file and open it. If Word opens it in Protected View, select Enable Editing.
2. Use Find (Ctrl+F or Cmd+F) and search for “[” to jump between the placeholders you need to replace.
3. Save a clean copy as a Word template (File → Save As → Word Template) so every new document starts from it.

Google Docs

1. Upload the .docx file to Google Drive.
2. Right-click it and choose Open with → Google Docs, then File → Save as Google Docs to keep an editable copy.
3. Use File → Make a copy for each new client so your master stays clean.

PDF

Fill it in Word or Google Docs, then export it: File → Save As → PDF in Word, or File → Download → PDF document in Google Docs.

Sample answers from a fictional client.

Sample answers

• Most important number? Design consultation bookings.
• What’s worked? Instagram posts of finished rooms; Google Ads were expensive.
• Ad budget? $2,000 a month, paid directly.
• Reporting? Monthly report and a 30-minute call.

• Ask for margins as well as products: it changes what you promote.
• Separate fee and ad spend budgets.
• Agree the one number that defines success.

Angelwood turns questions like these into an onboarding plan: requests with instructions, owners and dates that clients answer in their portal, reviewed by your team before kickoff.

Browse all forms & questionnaires templates or the full template library.