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SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline

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  • 1. CONSULTING LESSONS FROM THE FRONT LINENeil PatelKISSmetricsMonday, May 20, 13
  • 2. @neilpatel #KISSmetricsMonday, May 20, 13
  • 3. DOING BUSINESS ON THE WEB FOR10 YEARSBEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTSMonday, May 20, 13
  • 4. Make your customershappy!The lifeblood of your business isyour customers. They interact withyou and even pay you… Withoutthem you wouldn’t be in business.- What do your customers want?- How can you satisfy them?- Can you create a business?“We asked ourselves whatwe wanted this company tostand for. We didnt want tojust sell shoes. I wasnt eveninto shoes, but I waspassionate about customerservice.”Tony HsiehMonday, May 20, 13
  • 5. LESSON #1Monday, May 20, 13
  • 6. Harder to gain clients, so keep themONLINE MARKETERS WITHWebsitesMonday, May 20, 13
  • 7. Lets make customers happyMonday, May 20, 13
  • 8. GIVE THEM CALLSBiweekly!Monday, May 20, 13
  • 9. SURVEYARE YOUR CUSTOMERS HAPPY WITHYOUR WEEKLY CALLS?Monday, May 20, 13
  • 10. WEEKLY PROGRESSUpdates?Monday, May 20, 13
  • 11. PROGRESS UPDATESWHAT DID YOU ACHIEVE THIS WEEKAND WHAT DIDN’T YOU ACHIEVE?Monday, May 20, 13
  • 12. WHAT ABOUT MONTHLYReports?Monday, May 20, 13
  • 13. MONTHLY REPORTSWHAT WAS THE RESULTS OF YOURWORK FOR THE MONTH?Monday, May 20, 13
  • 14. LESSON #2Monday, May 20, 13
  • 15. ROI!$7.35COST PER SIGN UPMonday, May 20, 13
  • 16. What is User Experience?Monday, May 20, 13
  • 17. Create content505POSTS20,000COMMENTS51INFOGRAPHICSMonday, May 20, 13
  • 18. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
  • 19. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
  • 20. 5KTweets6KLikes1Radio ShowCASE STUDYHOW DO COLORS AFFECTPURCHASES?Monday, May 20, 13
  • 21. 2kTweets600Likes300LinkedInSharesCASE STUDYBOUNCE RATE DEMYSTIFIEDMonday, May 20, 13
  • 22. 2kTweets1kLikes366LinkedInSharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?Monday, May 20, 13
  • 23. What’s your ROI#measureMonday, May 20, 13
  • 24. Don’t just track ROI,pitch ROI!Tracking a company’s ROI is onething, but before you even acceptthem as a client you should pitchthem how much money you canmake them.- Current traffic- Estimated increase- Conversion rate- Average revenue per sale- Profit magins“Show me the money!”Jerry McGuireMonday, May 20, 13
  • 25. LESSON #3Monday, May 20, 13
  • 26. Creating and signing ideal contractAnalysisWhat’s wrong?$0Pricing optionsSocial proofTestimonialsMonday, May 20, 13
  • 27. Prove yourselfWHO DID YOU WORK WITH?Monday, May 20, 13
  • 28. Include a FREE analysisMonday, May 20, 13
  • 29. Contract termsOUT CLAUSEMILESTONE BASEDPACKAGESPRICING OPTIONS1 YRAUTO-RENEWALMonday, May 20, 13
  • 30. Assume you’ll be passed aroundMonday, May 20, 13
  • 31. LESSON #4Monday, May 20, 13
  • 32. You can’t run a SEO agency like a SEOYOU NEED TO LEARNBusiness≠Monday, May 20, 13
  • 33. Make deals happenYOU NEED TO LEARN TONetworkMonday, May 20, 13
  • 34. What is User Experience?Optimize for happinessWASTING MONEY WILLKill Your ROIMonday, May 20, 13
  • 35. Measure and optimizeyour businessFocus on actionable metrics foryour business. It’s easy to drown ina sea of vanity metrics. Hone in onthe metrics that matter based onyour own specific business goals.- Net Promoter Score- Churn- Average revenue per customer- Employee happiness- Profitability“Be metrics driven and testa lot."Mark SusterMonday, May 20, 13
  • 36. What is User Experience?Don’t be too greedyMonday, May 20, 13
  • 37. Build a culture you can be proud ofMonday, May 20, 13
  • 38. LESSON #5Monday, May 20, 13
  • 39. Be an expert, not a jack of all tradesMonday, May 20, 13
  • 40. Consulted 8 marketing agencies49%INCREASE IN CUSTOMER HAPPINESS37%INCREASE IN PROFITABILITY61%INCREASE IN LTVMonday, May 20, 13
  • 41. What’s yourniche?Monday, May 20, 13
  • 42. Be consistently awesomeMonday, May 20, 13
  • 43. LESSON #6Monday, May 20, 13
  • 44. What is User Experience?In house VS consultantsMonday, May 20, 13
  • 45. The best solution isthe effective oneFigure out where your strengthsand weaknesses lay in yourorganization. Then useconsultants to fill in the gaps.- Optimize for speed- Design for results- Remove bottlenecks- Reduce scope“Efficiency is doing thingsright; effectiveness is doingthe right things.”Peter DruckerMonday, May 20, 13
  • 46. Who are your leaders?EMAILSOCIALCONVERSIONAFFILIATE SEO PAIDMonday, May 20, 13
  • 47. What is User Experience?Optimize for speedLEADERS SPEEDThings UpMonday, May 20, 13
  • 48. LESSON #7Monday, May 20, 13
  • 49. Engineers need love!Monday, May 20, 13
  • 50. The easy route?ENGINEERS LOVE BRIBESMonday, May 20, 13
  • 51. The better routeBuildMeasureLearnreingsoldenionSplTeData Informed - Continuous ImprovementTHE LEAN STARTUPMonday, May 20, 13
  • 52. THANKYOU!Neil Patelquicksprout.comnpatel@kissmetrics.comMonday, May 20, 13