Post on 22-Nov-2014
description
@StoneyDStoney G deGeyter
@polepositionmkg
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd
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Stoney deGeyter
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HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Does this look familiar?INTRODUCTION
It’s been six hours. Why haven’t I seen
any sales?WTF?!!!
client you
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Three misplaced client expectations
Rankings
“We’ll be on the first page by [insert date
here].”
Growth
“Our leads/sales will increase by
xx% by the end of the year.”
Involvement
“I hired you to do it; just let me
know when it’s done.”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
How big is the expectation gap between client and SEO?
client you
EXPECTATIONS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Supreme Chancellor
About as big as Jar Jar is from being Supreme Chancellor
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Who’s to blame?
It’s not them… It’s you!
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
HOW TO OVERCOME THE EXPECTATION GAP
@StoneyDStoney G deGeyter
@polepositionmkg
1) IT STARTS WITH FIRST CONTACT
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
START WITH FIRST CONTACT
It’s not about rankingsIt’s about
growing their business.
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
START WITH FIRST CONTACT
Control the communication
I want rankings because rankings
are cool.
What would you rather have:
rankings or growth?
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
“If I could help you double your sales without getting a single keyword ranked,
would you consider that a success?”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Everyone Sees Different Results
Personalization Geo-location Search History Connections
START WITH FIRST CONTACT
Why #1 rankings don’t matter anymore
@StoneyDStoney G deGeyter
@polepositionmkg
2) LAY OUT A TIMELINE FOR THE FUTURE
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
LAY OUT A TIMELINE FOR THE FUTURE
Discuss goals and how to achieve them
needs budget / time
defined success
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Show them what to expect and when12 Months
Service
Drivers MeetingArchitecture & Usability ReviewCompetitor Link AnalysisConversion ReviewBenchmark ReportsAnalytic Data ReviewNavigation Optimization Social Media Strategy Architecture Recommendations PPC Account Audit and Set upConversion OptimizationLink ReclamationAnalytics Account CustomizationContent Editorial CalendarKeyword ResearchOn-Page OptimizationContnet Review and/or ConsultingInternal Link StructurePPC Account ManagementOptimize Internal Link Structure
First Term Second Term Third Term
ROI Zone
LAY OUT A TIMELINE FOR THE FUTURE
@StoneyDStoney G deGeyter
@polepositionmkg
3) KEEP THE COM LINKS OPEN
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
SEO cannot succeed by the SEO alone
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
Nobody knows client’s business like the client
• Keyword research• Write content• Find site issuesSEO
• Approve keywords• Direct content ideas• Expert social engagementClient
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
When clients stop communicating…
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
Keep records of client absence
@StoneyDStoney G deGeyter
@polepositionmkg
4) PRIORITIZE YOUR BATTLE STRATEGIES
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
PRIORITIZE YOUR BATTLE STRATEGIES
Focus on things that deliver fast results
1.Critical
for Success
2.Biggest
Immediate Gains
@StoneyDStoney G deGeyter
@polepositionmkg
5) REPORT TO HEADQUARTERS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Growth in Site Traffic
Conversion Rate
Increases
New Revenue Achieved
REPORT YOUR PROGRESS TO HEADQUARTERS
Show them what matters most
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
REPORT YOUR PROGRESS TO HEADQUARTERS
Tell them the bad with
the good.
Not every effort is a winner!
@StoneyDStoney G deGeyter
@polepositionmkg
THE EXPECTATION GAP MAY NEVER GO AWAY
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
THE EXPECTATION GAP MAY NEVER GO AWAY
Reduce it to create a better working relationship
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
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Thank You!