Download - June 11, 2013 Mediative
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DIGITAL EXPERT WEBINAR SERIES
BUILDING STRONG CLIENT RELATIONSHIPSPart One: SMB SEO Campaign Approach
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June 11, 2013 Mediative.com
TODAY’S SPEAKERS
Derek Derouin, SEO Campaign [email protected]
Ryan Wood,Director of Business [email protected]
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AGENDA
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• CLIENT CHALLENGE • CLIENT SOLUTION • SALES RELATIONSHIP• CAMPAIGN MANAGEMENT RELATIONSHIP• CLIENT RESULTS • TAKEAWAYS
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CLIENT CHALLENGENOT BEING FOUND FOR LOCAL SEARCHES
• Injury Lawyers servicing Alberta: Edmonton, Grand Prairie, Red Deer and surrounding areas
• Local marketing strategy was lacking key SEO best practices including local optimized:• Coding & On-Site Web Content• City/Service Area Pages• Google Places Pages
• Service search terms not ranking in Top 10
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SALES RELATIONSHIP
DESIGN A SOLUTION• Understand client situation – internal call rep/strategist• Pre-sales work– keyword research & website analysis• Discovery client situation:
• New website considered – look & feel + SEO• Agency involved• Multiple client stakeholders• Present SEO analysis ideas
• Proposal – DPP 30 keywords working with agency after redesign
• Follow up meetings• Re-present to partner stakeholders• Agency meeting to align website vision
• Hand off to operations• Briefing meetings
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1. Site Discovery How sophisticated is the website?
• Simple – DPP fit• Complicated – Ecommerce | Custom SEO
What is the current keyword focus?• National keywords – Custom• City keywords – DPP SEO
Redesigning their website? – maybe custom How is their SEO performing?
• Client pain - Ranking, Organic traffic
2. Organizational Discovery Who does their web development? (Internal vs. Agency vs.
None) Who does their content writing?
• Custom SEO - no web implementation (need web developer)• DPP SEO - fully implemented (content and technical)
Who makes the decision?
SALES RELATIONSHIP
DISCOVERY QUESTIONS TO ASK
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SEO Modules
Product Features• Fully implemented on-site changes
• On-Site Optimization – Technical & Content Writing
• Off-Site Optimization – Link Building, Blog and Article Creation, etc.
• Local Places Optimization Included
• Monthly reporting on visibility.
• Fully Bilingual (English/French)
SEO - 50KW
*$6K/m
SEO - 40KW
*$5K/m
SEO - 30KW
*$4K/m
SEO - 20KW
*$3K/m
CLIENT SOLUTIONDMAP | Digital PowerPlay
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CAMPAIGN MANAGEMENT RELATIONSHIPCOMMUNICATION & EDUCATION – PILLARS FOR SUCCESS
Build the success story
• Send Monthly Report to sales team
Educate internally
• Monthly Call with sales team
Showcase results and
educate client
• Monthly Call with client
Summarize results & next
steps
• Follow-up with client
Ongoing communication
• Approvals, answer questions, etc.
Ongoing collaboration
• With client’s web agency for changes to the site
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CAMPAIGN MANAGEMENT RELATIONSHIPCOMMUNICATION
• During meetings, discuss:• Completed Tasks• Results• Next Steps
• Allow opportunity for questions:• Pause for Questions
• Things to include in follow-ups are:• Highlights of Call• Reports • Summary of Results• Next Steps
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CAMPAIGN MANAGEMENT RELATIONSHIPEDUCATION
QUESTIONS THEY WILL HAVE:
• How does my campaign compare to the industry? • Explain the correlation between the industry and the client
KPIs• Google Trends• eMarketer
• What are KPIs and what do they mean? • What keywords are generating the organic traffic?• What pages is the organic traffic visiting?• What pages are top converters?
• How does this actually work? • Show the client (join.me)
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CLIENT RESULTS
HUGE LIFT IN SEARCH TRAFFIC
54% Increase in YOY Organic Traffic (Jun ’13 vs. Jun ’12)
38% Increase in Non-Branded Organic Traffic
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KEY TAKEAWAYS1. Client discovery and internal meetings are crucial in sales
process
2. Multiple client stakeholder meetings common in sales process
3. Work with sales strategist4. Strong sales to operations handoff important
5. Sales rep and operations tag team on monthly basis• Communicate progress and actions to client• Educate client ongoing
Client renewed!$5 K per month
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June 11, 2013 Mediative.com
QUESTIONS?
Over 300 Digital Marketing Resources Available for DownloadVisit www.mediative.com/resources
Derek Derouin, SEO Campaign [email protected]
Ryan Wood,Director of Business [email protected]