The expectation gap between what web marketing clients think they'll get and what really happens is far and wide. Learn what you can do to overcome this expectation gap and make sure clients understand what constitutes a successful web marketing campaign.

1. HOW TO OVERCOME YOUR CLIENT’S
Stoney G deGeyter
EXPECTATIONS @StoneyD
OF IMPOSSIBLE RESULTS
@polepositionmkg

2. • @StoneyD
• +StoneydeGeyter
• linkedin.com/in/stoneygd
Web Presence
Optimization
THIS IS ME
Stoney deGeyter
WebMarketingChecklist.com
PolePositionMarketing.com
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

3. Does this look familiar?
INTRODUCTION
It’s been six hours.
Why haven’t I seen
any sales? WTF?!!!
client you
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

4. INTRODUCTION
Three misplaced client expectations
Rankings
“We’ll be on the
first page by
[insert date
here].”
Growth
“Our leads/sales
will increase by
xx% by the end of
the year.”
Involvement
“I hired you to do
it; just let me
know when it’s
done.”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

5. INTRODUCTION
How big is the expectation gap between client and SEO?
EXPECTATIONS
client you
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

6. INTRODUCTION
About as big as Jar Jar is from being Supreme Chancellor
Supreme Chancellor
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

7. INTRODUCTION
Who’s to blame?
It’s not them… It’s you!
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

8. HOW TO OVERCOME THE
EXPECTATION GAP
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

9. 1) IT STARTS WITH FIRST CONTACT
Stoney G deGeyter
@StoneyD
@polepositionmkg

10. START WITH FIRST CONTACT
It’s not about rankings
It’s about
growing their
business.
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

11. START WITH FIRST CONTACT
Control the communication
I want rankings
because rankings
are cool.
What would you
rather have:
rankings or growth?
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

12. “If I could help you double your sales
without getting a single keyword ranked,
would you consider that a success?”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

13. START WITH FIRST CONTACT
Why #1 rankings don’t matter anymore
Everyone Sees Different Results
Personalization Geo-location Search History Connections
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

14. 2) LAY OUT A TIMELINE FOR THE FUTURE
Stoney G deGeyter
@StoneyD
@polepositionmkg

15. LAY OUT A TIMELINE FOR THE FUTURE
Discuss goals and how to achieve them
needs
budget
/ time
defined
success
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

16. Show them what to expect and when
12 Months
Service
Drivers Meeting
Architecture & Usability Review
Competitor Link Analysis
Conversion Review
Benchmark Reports
Analytic Data Review
Navigation Optimization
Social Media Strategy
Architecture Recommendations
PPC Account Audit and Set up
Conversion Optimization
Link Reclamation
Analytics Account Customization
Content Editorial Calendar
Keyword Research
On-Page Optimization
Contnet Review and/or Consulting
Internal Link Structure
PPC Account Management
Optimize Internal Link Structure
LAY OUT A TIMELINE FOR THE FUTURE
First Term Second Term Third Term
ROI Zone
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

17. 3) KEEP THE COM LINKS OPEN
Stoney G deGeyter
@StoneyD
@polepositionmkg

18. KEEP THE COM LINKS OPEN
SEO cannot succeed by the SEO alone
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

19. KEEP THE COM LINKS OPEN
Nobody knows client’s business like the client
• Keyword research
• Write content
• Find site issues SEO
• Approve keywords
• Direct content ideas
• Expert social engagement Client
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

20. KEEP THE COM LINKS OPEN
When clients stop communicating…
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

21. KEEP THE COM LINKS OPEN
Keep records of client absence
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

22. 4) PRIORITIZE YOUR BATTLE STRATEGIES
Stoney G deGeyter
@StoneyD
@polepositionmkg

23. PRIORITIZE YOUR BATTLE STRATEGIES
Focus on things that deliver fast results
1.
Critical
for
Success
2.
Biggest
Immediate
Gains
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

24. 5) REPORT TO HEADQUARTERS
Stoney G deGeyter
@StoneyD
@polepositionmkg

25. Show them what matters most
Growth in
Site Traffic
Conversion
Rate
Increases
REPORT YOUR PROGRESS TO HEADQUARTERS
New
Revenue
Achieved
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

26. REPORT YOUR PROGRESS TO HEADQUARTERS
Tell them the
bad with the
good.
Not every effort is a winner!
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

27. THE EXPECTATION GAP MAY NEVER GO AWAY
Stoney G deGeyter
@StoneyD
@polepositionmkg

28. THE EXPECTATION GAP MAY NEVER GO AWAY
Reduce it to create a better working relationship
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

29. Thank
You!
WebMarketingChecklist.com
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook