searchlove boston 2013_neil patel_consulting lessons from the frontline

CONSULTING LESSONS FROM THE FRONT LINE

Neil PatelKISSmetrics

Monday, May 20, 13

@neilpatel #KISSmetrics

Monday, May 20, 13

DOING BUSINESS ON THE WEB FOR

10 YEARS

BEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTS

Monday, May 20, 13

Make your customers happy!The lifeblood of your business is your customers. They interact with you and even pay you… Without them you wouldn’t be in business.

- What do your customers want?- How can you satisfy them?- Can you create a business?

“We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even

into shoes, but I was passionate about customer

service.” Tony Hsieh

Monday, May 20, 13

LESSON #1

Monday, May 20, 13

Harder to gain clients, so keep them

ONLINE MARKETERS WITHWebsites

Monday, May 20, 13

Lets make customers happy

Monday, May 20, 13

GIVE THEM CALLSBiweekly!

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SURVEY

ARE YOUR CUSTOMERS HAPPY WITH YOUR WEEKLY CALLS?

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WEEKLY PROGRESSUpdates?

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PROGRESS UPDATES

WHAT DID YOU ACHIEVE THIS WEEK AND WHAT DIDN’T YOU ACHIEVE?

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WHAT ABOUT MONTHLYReports?

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MONTHLY REPORTS

WHAT WAS THE RESULTS OF YOUR WORK FOR THE MONTH?

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LESSON #2

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ROI!

$7.35COST PER SIGN UP

Monday, May 20, 13

What is User Experience?

Monday, May 20, 13

Create content

505POSTS

20,000COMMENTS

51INFOGRAPHICS

Monday, May 20, 13

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSMonday, May 20, 13

WE’VE DESIGNED & MARKETED

OVER 50 INFOGRAPHICSMonday, May 20, 13

5KTweets

6KLikes

1Radio Show

CASE STUDY

HOW DO COLORS AFFECT PURCHASES?

Monday, May 20, 13

2kTweets

600Likes

300LinkedIn Shares

CASE STUDY

BOUNCE RATE DEMYSTIFIEDMonday, May 20, 13

2kTweets

1kLikes

366LinkedIn Shares

CASE STUDY

WHAT MAKES SOMEONE LEAVE A WEBSITE?

Monday, May 20, 13

What’s your ROI

#measure

Monday, May 20, 13

Don’t just track ROI, pitch ROI!Tracking a company’s ROI is one thing, but before you even accept them as a client you should pitch them how much money you can make them.

- Current traffic- Estimated increase- Conversion rate- Average revenue per sale- Profit magins

“Show me the money!”Jerry McGuire

Monday, May 20, 13

LESSON #3

Monday, May 20, 13

Creating and signing ideal contract

AnalysisWhat’s wrong?

$0Pricing options

Social proofTestimonials

Monday, May 20, 13

Prove yourself

WHO DID YOU WORK WITH?

Monday, May 20, 13

Include a FREE analysis

Monday, May 20, 13

Contract terms

OUT CLAUSEMILESTONE BASED

PACKAGESPRICING OPTIONS

1 YRAUTO-RENEWAL

Monday, May 20, 13

Assume you’ll be passed around

Monday, May 20, 13

LESSON #4

Monday, May 20, 13

You can’t run a SEO agency like a SEO

YOU NEED TO LEARNBusiness

≠

Monday, May 20, 13

Make deals happen

YOU NEED TO LEARN TONetwork

Monday, May 20, 13

What is User Experience?Optimize for happiness

WASTING MONEY WILLKill Your ROI

Monday, May 20, 13

Measure and optimize your businessFocus on actionable metrics for your business. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals.

- Net Promoter Score- Churn- Average revenue per customer- Employee happiness- Profitability

“Be metrics driven and test a lot."

Mark Suster

Monday, May 20, 13

What is User Experience?Don’t be too greedy

Monday, May 20, 13

Build a culture you can be proud of

Monday, May 20, 13

LESSON #5

Monday, May 20, 13

Be an expert, not a jack of all trades

Monday, May 20, 13

Consulted 8 marketing agencies

49%INCREASE IN CUSTOMER HAPPINESS

37%INCREASE IN PROFITABILITY

61%INCREASE IN LTV

Monday, May 20, 13

What’s your niche?

Monday, May 20, 13

Be consistently awesome

Monday, May 20, 13

LESSON #6

Monday, May 20, 13

What is User Experience?In house VS consultants

Monday, May 20, 13

The best solution is the effective oneFigure out where your strengths and weaknesses lay in your organization. Then use consultants to fill in the gaps.

- Optimize for speed- Design for results- Remove bottlenecks- Reduce scope

“Efficiency is doing things right; effectiveness is doing

the right things.”Peter Drucker

Monday, May 20, 13

Who are your leaders?

EMAILSOCIALCONVERSION

AFFILIATE SEO PAID

Monday, May 20, 13

What is User Experience?Optimize for speed

LEADERS SPEEDThings Up

Monday, May 20, 13

LESSON #7

Monday, May 20, 13

Engineers need love!

Monday, May 20, 13

The easy route?

ENGINEERS LOVE BRIBES

Monday, May 20, 13

The better route

ReviewOpportunities

IdentifyOpportunities

Start GoldenMotion

Build

MeasureLearn

Share Learnings

from GoldenMotion

Use Feedbackto Improve

Process/Team

Vote Whereto Focus

Split intoTeams

GOLDEN MOTION PROCESS

ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams

Data Informed - Continuous Improvement

THE LEAN STARTUP

Monday, May 20, 13

THANK YOU!

Neil Patelquicksprout.com

npatel@kissmetrics.com

Monday, May 20, 13