Post on 12-Nov-2014
description
How to Be Your Agency’s Favorite
ClientPresented by Ruth Burr
Lead SEOSEOmoz.org
@ruthburr
About MeLead SEO, SEOmoz.org•Home to the web’s most vibrant SEO community•Drive SEO strategy, consult on SEO products
Past: Senior Manager, Search Marketing, GameHouse•1400+ games online & for PC, Mac, mobile and social•Drive strategy for SEO, PPC, Conversion Rate Optimization•Manage vendor relationships
Past: Client Manager, Point It! Search Marketing Agency•PPC and SEO clients•B2B, retail, ecommerce, SAAS, enterprise solutions•Budgets from $5K to $250K monthly
@ruthburr
(source)
@ruthburr
Evaluate the Agency
• Who will be doing the work? Can you meet them?
• Is pricing similar to other agencies?• Can you talk to other clients?• What will you get for the price quoted?• How willing are they to share data and
projects with other vendors as needed?
@ruthburr
What are you actually buying?
@ruthburr
Manage Expectations• What does success look like to you?• What does success look like to your boss?• Can this agency get you there?• What do you expect to see in a report? • How often will you communicate?• How closely will the agency need to work
with internal staff? With other consultants/vendors?
@ruthburr
No. SERIOUSLY. What are you actually buying?
@ruthburr
Consultant or Vendor?
Vendor•Project-based•Does not inform strategy•They work with your tools•Working independently•Single point of contact
@ruthburr
Consultant or Vendor?Consultant•Drives strategy•Longer-term engagement•Helps make business decisions•Suggest tools•Multiple points of contact
http://j.mp/MUZxZT
@ruthburr
@ruthburr
Now that We Found Love, What Are We Gonna Do
with It?
source
Agreement & SOW
• Build expectations for communication & results into the statement of work
• Define relationships with other teams including sharing data
• Let them build YOUR side
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Source
@ruthburr
Time to Relax?
@ruthburr
Sorry.
source
NOT YOURS
Loop, Dude. Loop.
“We’re changing our shopping cart…pass it
on…” @ruthburr
The Perfect Report
NO
@ruthburr
YES
The More Perfecter Report
• ROI– Including Cost of Goods
Served
• Lifetime Customer Value• Map Revenue Back To:
– Content– Keywords– Outreach
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Turn the Beat Around
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You Get What You Pay For
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Hand-Holding is Billable
@ruthburr
So is Yelling
Ask for These if You’re Not Getting Them
• Regular calls • Strategy updates• Ongoing training• MBR/QBR• Reasons you’re not getting the
results you expected
@ruthburr
Connect
@ruthburr
www.linkedin.com/in/ruthburr
www.seomoz.org/community
@ruthburr