Introduction
Client objectives
Background
The Strategy
- Integration of teams
- Overcoming challenges
The client & agency ...
INTROD
UCTION
Michelle
SEO Manager
4Ps Marketing
Claire
Head of Digital Marketing
Selfridges
CLIENT OBJECTIVES
Working 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 ...
Taking Selfridges’ SEO to the next level
BACKGROUNDWorking Better Together: Client& Agency Relationships
MARKETING
Digital
PR
Social PPC SEO Display
INTEGRATED SEO
=
INTEGRATED MARKETING
THE STRATEGY
Working 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
SPECIALIST
TECHNICAL
TEAM
CONTENT
TEAM
SEO
SUPPORT
ANALYTICS
& INSIGHT
SUPPOR...
Overcoming Challenges
TRANSPARENCY
TRUST
COMMUNICATION
CLIENT & AGENCY RELATIONSHIP
Working Better Together: Client& Agency Relationships
Forefront of digital developments
Industry expertise
Training opportunities
Continuity
Innovation
Trust
How 4Ps have Suppo...
Understand the value of SEO for the business
Clear business objectives
Buy-in from internal teams
Support creativity and s...
The Client & Agency Relationship
Aligning strategy
Understanding the overarching marketing strategy
Understanding the needs of the business
Educating inter...
LONG-TERM VISION
Working 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...
KEY TAKEAWAYS
Working Better Together: Client& Agency Relationships
TRANSPARENCY
COMMUNICATION
INNOVATION
TRUST
Key Takeaways
Working better together: client & agency relationships
Working better together: client & agency relationships
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Working better together: client & agency relationships

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Clare Higgins from Selfridges and Michelle Athersmith from 4Ps Marketing discuss how clients and agencies can get the most out of their working relationships.

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Working better together: client & agency relationships

  1. 1. 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
  2. 2. INTROD UCTION Michelle SEO Manager 4Ps Marketing Claire Head of Digital Marketing Selfridges
  3. 3. CLIENT OBJECTIVES Working Better Together: Client& Agency Relationships
  4. 4. 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
  5. 5. Taking Selfridges’ SEO to the next level
  6. 6. BACKGROUNDWorking Better Together: Client& Agency Relationships
  7. 7. MARKETING Digital PR Social PPC SEO Display
  8. 8. INTEGRATED SEO = INTEGRATED MARKETING
  9. 9. THE STRATEGY Working Better Together: Client& Agency Relationships
  10. 10. Internal Teams Digital Trading Social PPC SEO Blog Content Product Content Email Marketing Developers
  11. 11. Integration of Teams Trading Managers Technical Team Product Team SEO Team Content Team
  12. 12. ONLINE ACQUISITION TEAM TRADING MANAGERS SEO SPECIALIST TECHNICAL 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…
  13. 13. Overcoming Challenges TRANSPARENCY TRUST COMMUNICATION
  14. 14. CLIENT & AGENCY RELATIONSHIP Working Better Together: Client& Agency Relationships
  15. 15. Forefront of digital developments Industry expertise Training opportunities Continuity Innovation Trust How 4Ps have Supported Selfridges
  16. 16. 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
  17. 17. The Client & Agency Relationship
  18. 18. Aligning strategy Understanding the overarching marketing strategy Understanding the needs of the business Educating internal teams to support the strategy The Client & Agency Relationship
  19. 19. LONG-TERM VISION Working Better Together: Client& Agency Relationships
  20. 20. 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 Team International SEO Expert Offsite Support
  21. 21. KEY TAKEAWAYS Working Better Together: Client& Agency Relationships
  22. 22. TRANSPARENCY COMMUNICATION INNOVATION TRUST Key Takeaways
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