Working better together: client & agency relationships
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Transcript of Working better together: client & agency relationships
Introduction
Client objectives
Background
The Strategy
- Integration of teams
- Overcoming challenges
The client & agency relationship
- How 4Ps have supported Selfridges
- How Selfridges have supported 4Ps
Key takeaways
Q&A
Agenda
INTROD
UCTION
MichelleSEO Manager4Ps Marketing
ClaireHead of Digital MarketingSelfridges
CLIENT OBJECTIVESWorking Better Together: Client & Agency Relationships
Selfridges’ SEO agency should…
Take their SEO to the next level
Understand metrics and hit targets
Be proactive
Feel like they are part of their team
Be passionate about the brand
Be efficient and take minimal time to manage
Educate the client
Build relationships with all external stake holders
Hold their own and gain trust from other teams in-house
Not need to be told twice
Taking Selfridges’ SEO to the next level
BACKGROUNDWorking Better Together: Client & Agency Relationships
MARKETINGDigital
PRSocial PPC SEO Display
INTEGRATED SEO
=
INTEGRATED MARKETING
THE STRATEGYWorking Better Together: Client & Agency Relationships
Internal Teams
Digital
Trading
Social
PPC
SEO
Blog Content
Product Content
Email Marketing
Developers
Integration of Teams
Trading
Managers
Technical
Team
Product
Team
SEO Team
Content
Team
ONLINE
ACQUISITION
TEAM
TRADING
MANAGERS
SEO
SPECIALISTTECHNICAL
TEAM
CONTENT
TEAM
SEO
SUPPORT
ANALYTICS
& INSIGHT
SUPPORT
SEO
MANAGER
SEO
TECHNICAL
SUPPORT
CLIENT
SERVICES
OFFSITE
SEO
TEAM
SEO
SUPPORT
Selfridges’ Office
4Ps’ Office
The Structure…
Overcoming Challenges
TRANSPARENCY
TRUST
COMMUNICATION
CLIENT & AGENCY RELATIONSHIPWorking Better Together: Client & Agency Relationships
Forefront of digital developments
Industry expertise
Training opportunities
Continuity
Innovation
Trust
How 4Ps have Supported Selfridges
Understand the value of SEO for the business
Clear business objectives
Buy-in from internal teams
Support creativity and strategy
Forward-thinking & want to be at the forefront of new
developments
Trust
How Selfridges have Supported 4Ps
The Client & Agency Relationship
Aligning strategy
Understanding the overarching marketing strategy
Understanding the needs of the business
Educating internal teams to support the strategy
The Client & Agency Relationship
LONG-TERM VISIONWorking Better Together: Client & Agency Relationships
Where could we be in 3 years…?
Head of
Digital
Online
Acquisition Manager
Trading
Team
Content
Teams
Analytics
Support
SEO
Support
Technical
Support
Insights
Support
Offsite
Consultant
Social
Media Team
Client
Services
SEO
Manager
SEO
Consultant
Product
Team
Technical
Team
Assistant
SEO Manager
International
TeamInternational
SEO Expert
Offsite
Support
KEY TAKEAWAYSWorking Better Together: Client & Agency Relationships
TRANSPARENCY
COMMUNICATION
INNOVATION
TRUST
Key Takeaways