Nathan Field
If your team has to ask you how to do the same task repeatedly, you probably don't have a people problem.
You have a documentation problem.
Standard operating procedures, or SOPs, turn repeated knowledge into repeatable processes.
For agencies and growing businesses, this can make delegation and scaling significantly easier.
What Is an SOP?
An SOP explains how to complete a specific task.
A marketing SOP might cover:
Creating social posts
Publishing blogs
Setting up campaigns
Sending newsletters
Building landing pages
Creating reports
Onboarding clients
Start with Repetitive Tasks
Don't document everything at once.
Start with tasks that:
Happen frequently
Require multiple steps
Are easy to forget
Are performed by multiple people
Currently depend on one person
These usually provide the fastest return.
Use a Simple Structure
Every SOP can include:
Purpose
What is the task designed to accomplish?
Tools
What platforms are required?
Steps
What needs to happen?
Quality Check
What should be reviewed before completion?
Owner
Who is responsible?
Add Screenshots and Examples
Written instructions are useful.
Visual examples can make them even easier to follow.
Include:
Screenshots
Example copy
Templates
Checklists
Video walkthroughs
The goal is to make the SOP understandable without a meeting.
Keep SOPs Updated
Marketing platforms change.
Processes change.
Your SOPs need to change too.
Assign someone responsibility for reviewing important procedures periodically.
Organize Your SOP Library
Create categories such as:
Marketing
Content
Sales
Client Onboarding
Automation
Reporting
Operations
This makes documentation easier to find.
SOPs aren't about removing creativity.
They're about removing unnecessary repetition.
Document the process once so your team doesn't have to reinvent it every time.
Frequently Asked Questions
What should an agency document first?
Start with repetitive tasks that consume significant time or frequently require management assistance.
How long should an SOP be?
As long as necessary to explain the process clearly. A simple task may need only a page, while a complex workflow may require more detail.
Who should create SOPs?
Ideally, the person who performs the task should help document it because they understand the process best.
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