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CONSULTING LESSONS FROM THE FRONT LINENeil PatelKISSmetricsMonday, May 20, 13
@neilpatel #KISSmetricsMonday, May 20, 13
DOING BUSINESS ON THE WEB FOR10 YEARSBEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTSMonday, May 20, 13
Make your customershappy!The lifeblood of your business isyour customers. They interact withyou and even pay you… Withoutt...
LESSON #1Monday, May 20, 13
Harder to gain clients, so keep themONLINE MARKETERS WITHWebsitesMonday, May 20, 13
Lets make customers happyMonday, May 20, 13
GIVE THEM CALLSBiweekly!Monday, May 20, 13
SURVEYARE YOUR CUSTOMERS HAPPY WITHYOUR WEEKLY CALLS?Monday, May 20, 13
WEEKLY PROGRESSUpdates?Monday, May 20, 13
PROGRESS UPDATESWHAT DID YOU ACHIEVE THIS WEEKAND WHAT DIDN’T YOU ACHIEVE?Monday, May 20, 13
WHAT ABOUT MONTHLYReports?Monday, May 20, 13
MONTHLY REPORTSWHAT WAS THE RESULTS OF YOURWORK FOR THE MONTH?Monday, May 20, 13
LESSON #2Monday, May 20, 13
ROI!$7.35COST PER SIGN UPMonday, May 20, 13
What is User Experience?Monday, May 20, 13
Create content505POSTS20,000COMMENTS51INFOGRAPHICSMonday, May 20, 13
WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
5KTweets6KLikes1Radio ShowCASE STUDYHOW DO COLORS AFFECTPURCHASES?Monday, May 20, 13
2kTweets600Likes300LinkedInSharesCASE STUDYBOUNCE RATE DEMYSTIFIEDMonday, May 20, 13
2kTweets1kLikes366LinkedInSharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?Monday, May 20, 13
What’s your ROI#measureMonday, May 20, 13
Don’t just track ROI,pitch ROI!Tracking a company’s ROI is onething, but before you even acceptthem as a client you should...
LESSON #3Monday, May 20, 13
Creating and signing ideal contractAnalysisWhat’s wrong?$0Pricing optionsSocial proofTestimonialsMonday, May 20, 13
Prove yourselfWHO DID YOU WORK WITH?Monday, May 20, 13
Include a FREE analysisMonday, May 20, 13
Contract termsOUT CLAUSEMILESTONE BASEDPACKAGESPRICING OPTIONS1 YRAUTO-RENEWALMonday, May 20, 13
Assume you’ll be passed aroundMonday, May 20, 13
LESSON #4Monday, May 20, 13
You can’t run a SEO agency like a SEOYOU NEED TO LEARNBusiness≠Monday, May 20, 13
Make deals happenYOU NEED TO LEARN TONetworkMonday, May 20, 13
What is User Experience?Optimize for happinessWASTING MONEY WILLKill Your ROIMonday, May 20, 13
Measure and optimizeyour businessFocus on actionable metrics foryour business. It’s easy to drown ina sea of vanity metric...
What is User Experience?Don’t be too greedyMonday, May 20, 13
Build a culture you can be proud ofMonday, May 20, 13
LESSON #5Monday, May 20, 13
Be an expert, not a jack of all tradesMonday, May 20, 13
Consulted 8 marketing agencies49%INCREASE IN CUSTOMER HAPPINESS37%INCREASE IN PROFITABILITY61%INCREASE IN LTVMonday, May 2...
What’s yourniche?Monday, May 20, 13
Be consistently awesomeMonday, May 20, 13
LESSON #6Monday, May 20, 13
What is User Experience?In house VS consultantsMonday, May 20, 13
The best solution isthe effective oneFigure out where your strengthsand weaknesses lay in yourorganization. Then useconsul...
Who are your leaders?EMAILSOCIALCONVERSIONAFFILIATE SEO PAIDMonday, May 20, 13
What is User Experience?Optimize for speedLEADERS SPEEDThings UpMonday, May 20, 13
LESSON #7Monday, May 20, 13
Engineers need love!Monday, May 20, 13
The easy route?ENGINEERS LOVE BRIBESMonday, May 20, 13
The better routeBuildMeasureLearnreingsoldenionSplTeData Informed - Continuous ImprovementTHE LEAN STARTUPMonday, May 20, 13
THANKYOU!Neil Patelquicksprout.comnpatel@kissmetrics.comMonday, May 20, 13
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Transcript of "SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline"

  1. 1. CONSULTING LESSONS FROM THE FRONT LINENeil PatelKISSmetricsMonday, May 20, 13
  2. 2. @neilpatel #KISSmetricsMonday, May 20, 13
  3. 3. DOING BUSINESS ON THE WEB FOR10 YEARSBEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTSMonday, May 20, 13
  4. 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. 5. LESSON #1Monday, May 20, 13
  6. 6. Harder to gain clients, so keep themONLINE MARKETERS WITHWebsitesMonday, May 20, 13
  7. 7. Lets make customers happyMonday, May 20, 13
  8. 8. GIVE THEM CALLSBiweekly!Monday, May 20, 13
  9. 9. SURVEYARE YOUR CUSTOMERS HAPPY WITHYOUR WEEKLY CALLS?Monday, May 20, 13
  10. 10. WEEKLY PROGRESSUpdates?Monday, May 20, 13
  11. 11. PROGRESS UPDATESWHAT DID YOU ACHIEVE THIS WEEKAND WHAT DIDN’T YOU ACHIEVE?Monday, May 20, 13
  12. 12. WHAT ABOUT MONTHLYReports?Monday, May 20, 13
  13. 13. MONTHLY REPORTSWHAT WAS THE RESULTS OF YOURWORK FOR THE MONTH?Monday, May 20, 13
  14. 14. LESSON #2Monday, May 20, 13
  15. 15. ROI!$7.35COST PER SIGN UPMonday, May 20, 13
  16. 16. What is User Experience?Monday, May 20, 13
  17. 17. Create content505POSTS20,000COMMENTS51INFOGRAPHICSMonday, May 20, 13
  18. 18. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
  19. 19. WE’VE DESIGNED & MARKETEDOVER 50 INFOGRAPHICSMonday, May 20, 13
  20. 20. 5KTweets6KLikes1Radio ShowCASE STUDYHOW DO COLORS AFFECTPURCHASES?Monday, May 20, 13
  21. 21. 2kTweets600Likes300LinkedInSharesCASE STUDYBOUNCE RATE DEMYSTIFIEDMonday, May 20, 13
  22. 22. 2kTweets1kLikes366LinkedInSharesCASE STUDYWHAT MAKES SOMEONE LEAVE AWEBSITE?Monday, May 20, 13
  23. 23. What’s your ROI#measureMonday, May 20, 13
  24. 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. 25. LESSON #3Monday, May 20, 13
  26. 26. Creating and signing ideal contractAnalysisWhat’s wrong?$0Pricing optionsSocial proofTestimonialsMonday, May 20, 13
  27. 27. Prove yourselfWHO DID YOU WORK WITH?Monday, May 20, 13
  28. 28. Include a FREE analysisMonday, May 20, 13
  29. 29. Contract termsOUT CLAUSEMILESTONE BASEDPACKAGESPRICING OPTIONS1 YRAUTO-RENEWALMonday, May 20, 13
  30. 30. Assume you’ll be passed aroundMonday, May 20, 13
  31. 31. LESSON #4Monday, May 20, 13
  32. 32. You can’t run a SEO agency like a SEOYOU NEED TO LEARNBusiness≠Monday, May 20, 13
  33. 33. Make deals happenYOU NEED TO LEARN TONetworkMonday, May 20, 13
  34. 34. What is User Experience?Optimize for happinessWASTING MONEY WILLKill Your ROIMonday, May 20, 13
  35. 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. 36. What is User Experience?Don’t be too greedyMonday, May 20, 13
  37. 37. Build a culture you can be proud ofMonday, May 20, 13
  38. 38. LESSON #5Monday, May 20, 13
  39. 39. Be an expert, not a jack of all tradesMonday, May 20, 13
  40. 40. Consulted 8 marketing agencies49%INCREASE IN CUSTOMER HAPPINESS37%INCREASE IN PROFITABILITY61%INCREASE IN LTVMonday, May 20, 13
  41. 41. What’s yourniche?Monday, May 20, 13
  42. 42. Be consistently awesomeMonday, May 20, 13
  43. 43. LESSON #6Monday, May 20, 13
  44. 44. What is User Experience?In house VS consultantsMonday, May 20, 13
  45. 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. 46. Who are your leaders?EMAILSOCIALCONVERSIONAFFILIATE SEO PAIDMonday, May 20, 13
  47. 47. What is User Experience?Optimize for speedLEADERS SPEEDThings UpMonday, May 20, 13
  48. 48. LESSON #7Monday, May 20, 13
  49. 49. Engineers need love!Monday, May 20, 13
  50. 50. The easy route?ENGINEERS LOVE BRIBESMonday, May 20, 13
  51. 51. The better routeBuildMeasureLearnreingsoldenionSplTeData Informed - Continuous ImprovementTHE LEAN STARTUPMonday, May 20, 13
  52. 52. THANKYOU!Neil Patelquicksprout.comnpatel@kissmetrics.comMonday, May 20, 13
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