1. CONSULTING LESSONS FROM THE FRONT LINE
Neil Patel
KISSmetrics
Monday, May 20, 13

2. @neilpatel #KISSmetrics
Monday, May 20, 13

3. DOING BUSINESS ON THE WEB FOR
10 YEARS
BEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTS
Monday, May 20, 13

4. Make your customers
happy!
The lifeblood of your business is
your customers. They interact with
you and even pay you… Without
them you wouldn’t be in business.
- What do your customers want?
- How can you satisfy them?
- Can you create a business?
“We asked ourselves what
we wanted this company to
stand for. We didn't want to
just sell shoes. I wasn't even
into shoes, but I was
passionate about customer
service.”
Tony Hsieh
Monday, May 20, 13

5. LESSON #1
Monday, May 20, 13

6. Harder to gain clients, so keep them
ONLINE MARKETERS WITH
Websites
Monday, May 20, 13

7. Lets make customers happy
Monday, May 20, 13

8. GIVE THEM CALLS
Biweekly!
Monday, May 20, 13

9. SURVEY
ARE YOUR CUSTOMERS HAPPY WITH
YOUR WEEKLY CALLS?
Monday, May 20, 13

10. WEEKLY PROGRESS
Updates?
Monday, May 20, 13

11. PROGRESS UPDATES
WHAT DID YOU ACHIEVE THIS WEEK
AND WHAT DIDN’T YOU ACHIEVE?
Monday, May 20, 13

12. WHAT ABOUT MONTHLY
Reports?
Monday, May 20, 13

13. MONTHLY REPORTS
WHAT WAS THE RESULTS OF YOUR
WORK FOR THE MONTH?
Monday, May 20, 13

14. LESSON #2
Monday, May 20, 13

15. ROI!
$7.35
COST PER SIGN UP
Monday, May 20, 13

16. What is User Experience?
Monday, May 20, 13

17. Create content
505
POSTS
20,000
COMMENTS
51
INFOGRAPHICS
Monday, May 20, 13

18. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
Monday, May 20, 13

19. WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICS
Monday, May 20, 13

20. 5KTweets
6KLikes
1Radio Show
CASE STUDY
HOW DO COLORS AFFECT
PURCHASES?
Monday, May 20, 13

21. 2kTweets
600Likes
300LinkedIn
Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIED
Monday, May 20, 13

22. 2kTweets
1kLikes
366LinkedIn
Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A
WEBSITE?
Monday, May 20, 13

23. What’s your ROI
#measure
Monday, May 20, 13

24. Don’t just track ROI,
pitch ROI!
Tracking a company’s ROI is one
thing, but before you even accept
them as a client you should pitch
them how much money you can
make them.
- Current traffic
- Estimated increase
- Conversion rate
- Average revenue per sale
- Profit magins
“Show me the money!”
Jerry McGuire
Monday, May 20, 13

25. LESSON #3
Monday, May 20, 13

26. Creating and signing ideal contract
Analysis
What’s wrong?
$0
Pricing options
Social proof
Testimonials
Monday, May 20, 13

27. Prove yourself
WHO DID YOU WORK WITH?
Monday, May 20, 13

28. Include a FREE analysis
Monday, May 20, 13

29. Contract terms
OUT CLAUSE
MILESTONE BASED
PACKAGES
PRICING OPTIONS
1 YR
AUTO-RENEWAL
Monday, May 20, 13

30. Assume you’ll be passed around
Monday, May 20, 13

31. LESSON #4
Monday, May 20, 13

32. You can’t run a SEO agency like a SEO
YOU NEED TO LEARN
Business
≠
Monday, May 20, 13

33. Make deals happen
YOU NEED TO LEARN TO
Network
Monday, May 20, 13

34. What is User Experience?Optimize for happiness
WASTING MONEY WILL
Kill Your ROI
Monday, May 20, 13

35. Measure and optimize
your business
Focus on actionable metrics for
your business. It’s easy to drown in
a sea of vanity metrics. Hone in on
the metrics that matter based on
your own specific business goals.
- Net Promoter Score
- Churn
- Average revenue per customer
- Employee happiness
- Profitability
“Be metrics driven and test
a lot."
Mark Suster
Monday, May 20, 13

36. What is User Experience?Don’t be too greedy
Monday, May 20, 13

37. Build a culture you can be proud of
Monday, May 20, 13

38. LESSON #5
Monday, May 20, 13

39. Be an expert, not a jack of all trades
Monday, May 20, 13

40. Consulted 8 marketing agencies
49%
INCREASE IN CUSTOMER HAPPINESS
37%
INCREASE IN PROFITABILITY
61%
INCREASE IN LTV
Monday, May 20, 13

41. What’s your
niche?
Monday, May 20, 13

42. Be consistently awesome
Monday, May 20, 13

43. LESSON #6
Monday, May 20, 13

44. What is User Experience?In house VS consultants
Monday, May 20, 13

45. The best solution is
the effective one
Figure out where your strengths
and weaknesses lay in your
organization. Then use
consultants to fill in the gaps.
- Optimize for speed
- Design for results
- Remove bottlenecks
- Reduce scope
“Efficiency is doing things
right; effectiveness is doing
the right things.”
Peter Drucker
Monday, May 20, 13

46. Who are your leaders?
EMAILSOCIALCONVERSION
AFFILIATE SEO PAID
Monday, May 20, 13

47. What is User Experience?Optimize for speed
LEADERS SPEED
Things Up
Monday, May 20, 13

48. LESSON #7
Monday, May 20, 13

49. Engineers need love!
Monday, May 20, 13

50. The easy route?
ENGINEERS LOVE BRIBES
Monday, May 20, 13

51. The better route
Build
MeasureLearn
re
ings
olden
ion
Spl
Te
Data Informed - Continuous Improvement
THE LEAN STARTUP
Monday, May 20, 13

52. THANKYOU!
Neil Patel
quicksprout.com
npatel@kissmetrics.com
Monday, May 20, 13