How to Shop for a Search Agency - Slides

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1. Can I ask questions?

2. Can I have a copy of the slides?

Tweet @webmarketing123 or use #123webinar.

Yes! Email [email protected].

3. How do I get a live site analysis? Chat us your website and top 2 keywords.

FAQs


Our agency drives revenue. Not just clicks and traffic.

SEM

SEO

Attribution

Display

Video

Content Creation

ROI Tracking

Social

Website Design

Conversion Optimization

/ About Webmarketing123


Nowadays, it’s tough to be a marketer.

83% of marketers can’t

track ROI from SEO. (source: Webmarketing123)

3,500+ marketing messages

seen per day. (source: Yankevich Consumer Research)

67% of the buyer’s journey now

happens online. (source: SiriusDecisions)

/ How to Shop for a Search Agency


The old sales machine is stalling.

Source: “Dismantling the Sales Machine”, HBR; Nov. 2013

1

2

Longer sales cycles

Lower conversion rates

3

4

Less reliable forecasts

Compressed margins

/ How to Shop for a Search Agency


Chances are your team could use a little help.


1 Assess Current Digital Strategy Define Where Your In-House Team Needs Help

2 Evaluate Agency Offers Like a Pro Know the Deliverables You Should Expect

3 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy

How to Shop for a Search Agency


Analyze conversion rate by channel.

Break down offer types by funnel stage.

1 3

/ Assess Current Digital Strategy

Evaluate digital health in 3 steps:

Evaluate conversion rate by device.

2


1 Analyze CVR by channel

Organic CVR should not be < 1%

Paid CVR should not be < 3.5%



1 Analyze CVR by channel

TIP: Start with Google Analytics “Acquisition Overview” report summary.



2 Evaluate CVR by device.

Mobile should convert at about 30% of your desktop conversion rate.



2 Evaluate CVR by device.

TIP: Use Google Analytics “Devices” report to compare performance.



3 Break down offers by funnel stage. Funnel Stage Offer Type Top

Middle

Bottom

Educate prospects on the value of digital marketing & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.


#123webinar | @webmarketing123 15

Outline your goals and start shopping.

Make your list of agency “must-have” services.



1 Assess Current Digital Strategy Define Where Your In-House Team Needs Help

2 Evaluate Agency Offers Like a Pro Know the Deliverables You Should Expect


How to Shop for a Search Agency


Traffic and leads are still good…right?

1 Does your agency report on revenue?

/ Evaluate Agency Offers Like a Pro




It’s not enough to measure leads alone.




A good agency partner evaluates success by tying digital campaigns to revenue in CRM.


2 Do they sell a standard SEO package?


Sales Cycle Then Sales Cycle Now

Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010


2 Do they sell a standard SEO package?


Sales Cycle Then Sales Cycle Now SEO used to mean chasing after more links and exact match anchor text.

Modern SEO must be won the old fashioned way: Quality content.


3 How will their strategy help your business goals?


A good agency will not shy away from projections.


1 Is it Time to Dump Your Agency? Recognize the 4 Warning Signs

2 What Now? Build an Action Plan for Demand Gen Success


On the Agenda


Schedule a free, 30 minute consultation!

Thank you!

Let’s Talk! Mike Turner, Director of Business Development

e: [email protected] t: 800. 619. 1570

Source: Synecore, “10 Examples of Amazing Responsive Design”


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How to Shop for a Search Agency - Slides

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Transcript of How to Shop for a Search Agency - Slides