1#sempocitieskc

Don’t let your best ideas die

in your client’s inbox

How to get your search marketing recommendations approved

@mynameistylor

Tylor Hermanson

2#sempocitieskc

your ideas aren’t good enough

@mynameistylor

3#sempocitieskc

your ideas aren’t good enough

…but neither are mine

@mynameistylor

4#sempocitieskc

your ideas aren’t good enough

…or Google’s for that matter

@mynameistylor

5#sempocitieskc

It all started with a back rub in 1997.

@mynameistylor

6#sempocitieskc@mynameistylor

Larry & Sergey

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Biggest lies children are told• Santa is real• Spinach makes you awesome• Chuck E. Cheese is only for birthdays• Treat everyone the same• The Royals never win• Popping your knuckles gives you arthritis

@mynameistylor

8#sempocitieskc

Get to know your client• Stalk them• STalk to them

@mynameistylor

9#sempocitieskc@mynameistylor

10#sempocitieskc@mynameistylor

If your client:

then you should:

is focused on “multi-channel” or caresmost about more expensive channels,

STOP calling it an “SEO” recommendation. Show its full value. Bring other channel experts.

11#sempocitieskc@mynameistylor

If your client:

then you should:

likes to be part of the solutionand get their hands dirty,

Bring them in early. Workshop it. Give them options, pros/cons.

12#sempocitieskc@mynameistylor

If your client:

then you should:

is constantly checking to see whattheir competitors are doing,

Let them know which brands have already implemented it.

13#sempocitieskc@mynameistylor

If your client:

then you should:

relies heavily on the opinions ofa single person or select few,

Get influencer buy-in first. Have them help convince your client.

14#sempocitieskc@mynameistylor

If your client:

then you should:

is very performance-driven and hates falling behind,

Show them the cost of doing nothing at all (cost of inactivity).

15#sempocitieskc@mynameistylor

If your client:

then you should:

is apprehensive about trying newthings,

Explain how they have already done it, just in a different form.

16#sempocitieskc@mynameistylor

If your client:

then you should:

doesn’t see value in SEM or theircurrent campaign,

Beef up your reporting. Level-set on expectations. Remind them why they chose you.

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THE FOLLOWING TACTICS HAVE BEEN APPROVED FOR

ALL CLIENTSBY SOME DUDE FROM #SEMPOCITIESKC

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Lead with the why, not the tactic

@mynameistylor

19#sempocitieskc

Control the environment

@mynameistylor

20#sempocitieskc

Connect relevance with value

@mynameistylor

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Use your their words

@mynameistylor

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Leverage A/B tests as your backup

@mynameistylor

23#sempocitieskc

Don’t let it go, until you need to

@mynameistylor

24#sempocitieskc

Bleed passion

@mynameistylor

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THANK YOU!

@mynameistylor

THANK YOU!