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4 Signs That Your Agency is Underperforming

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Does Your Agency live up to their Sales pitch? …

Does Your Agency live up to their Sales pitch?

#1 Getting lots of traffic but just a trickle of conversions? Your agency might be optimizing for the wrong keywords (and hasn’t changed direction).

#2 Does your Search Engine Optimization agency keep you in the loop? You should have regular visibility into how your program is performing against your unique key performance indicators (KPIs).

If you aren’t seeing a steady increase in traffic and conversions, your SEO Agency is denying you the potent lead generation you’re paying for. Join Mike Turner, Senior SEO Analyst and Director of Business Development, and learn the telltale signs of an underperforming agency.

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  • Client logos
  • How? Content.
  • Digital channels CONTINUE to grow in importance not only for consumers but for corporate decision makers. Also worth noting is the RANGE of online sources that are potential influencers and spaces where your competitors may be taking advantage of your inaction.
  • Many agencies say that their systems are proprietary... etc. They say this to make what they're doing seem more complex than it is.
  • We’re looking at different types of links and a systematic approach to building them. But all of this depends on generating that keyword rich content that we discussed in the last section.
  • And here’s an example of a detailed link building report that we provide to our clients. It’s not supposed to be large enough for you to read… just to get a sense of what detailed reporting looks like.[Take out a highlighter?] It has the URL of every backlink, the date created and verified, and more information about the anchor text, linking page, destination URL. In short, it’s far more information than you want. But you can see what our team is doing for your company on a day-by-day basis. We’re not afraid to practice this kind of transparency, because we work hard for our clients. You should demand this of your agency. If they balk, it may be because they’re employing automated tools or cutting corners in the ways we’ve discussed already.
  • Mutually agreed upon set of goals that lead back to the P & L… it’s about the execution and implementation.“we made more decisions in 2 days than in the previous 2 years”. – Often, obstacle is implementation, getting people in the same room.
  • These were the metrics they wanted to track.
  • And these are a few months of results.
  • Poll Question is LoadedAnother way we recommend evaluating the success of a campaign for our B2B clients is looking at the average deal value accruing from different keywords, and the conversion rate. With this sort of view, it’s possible to identify the keywords which are the most profitable and deserving the most emphasis. Since there is a dramatic, synergistic effect of having paid search ads (some studies say a 40% increase in clicks) alongside high organic ranking, some top performing keywords may even merit bringing in a paid search strategy on those keywords.
  • If you were invited to invest in the stock market, you'd want to know what the potential return would be, and what is the risk. When you're looking at a marketing investment, it should be 3x or 10x for a dollar invested. What is the opportunity. Again, this is something you can MEASURE.
  • Here’s a situation where the company is not ranking well at all. These are real rankings for Fairchild Semiconductor, one of the firms that created the semiconductor industry. It just so happens that they have trailed their industry peers since 2008 for a variety of reasons, one of which may be losing market share to firms that recognize the importance of Search In B2B marketing.
  • We know this can be daunting…we can meet with you and etc.
  • In short, your SEO agency should act like a partner and not like a vendor.They should be asking you for multiple meetings to establish what success would look like.They should be asking what your business goals are 12-24 months out, They should risk upsetting you by proactively make suggestions about optimizing calls to action on your website, They should ask for Webmaster Tools access to check for crawl errors, slow page loading, and other factors that could be impacting either how your site is crawled or indexed, examine your existing backlinks, and monitor messages from Google about your website.They should ask for Google Analytics access to assess how visitors are navigating your company’s website, and which landing pages are performing better.

Transcript

  • 1. 4 Signs That Your Agency is Underperforming Mike Turner Director of Business Development Webmarketing123 @webmarketing123 #123webinar
  • 2. Digital Marketing Agency specializing inSEO / PPC / Social Media / Website Design Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results. 2012 WE’RE ONE OF THE FASTEST GROWING PRIVATE U.S. COMPANIES @webmarketing123 #123webinar
  • 3. Some Practical Matters Yes! Just email Are the slides available? seo@webmarketing123.com Tweet today’s event using #123webinar @webmarketing123 facebook.com/webmarketing123 Stay informed by following us. webmarketing123 Ready to take the next step with us? Request a Complimentary SEO Assessment Today. @webmarketing123 #123webinar
  • 4. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  • 5. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  • 6. The World is ChangingIs Your Marketing Keeping Pace? @webmarketing123 #123webinar
  • 7. B2B internet usage skyrocketed in the past year Search engines are the #1 source for B2B information Top online sources for B2B customer research Google Think B2B Conference 2012 @webmarketing123 #123webinar
  • 8. Online sources help B2B customers discovernew brands % of B2B customers using the following sources to discover new brands Google Think B2B Conference 2012 @webmarketing123 #123webinar
  • 9. A Shift in Purchasing Process 70% B2B buyers are moving 60-70% of the way through the sales funnel before they engage directly with sales reps. Key Thought: Are your landing pages robust enough to function as a virtual sales force? @webmarketing123 #123webinar
  • 10. 4 BillionSearches onGoogle EveryDay95% of ClicksHappen onthe 1st Page ofSearch Results60% of Clicksare on Top 3Results @webmarketing123 #123webinar
  • 11. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  • 12. Have you ever been told: It’s our proprietary processSEO Its not rocket science... @webmarketing123 #123webinar
  • 13. Did your Agency Set up the Right Foundation? • How can I tell? • You are unsure of the keywords you are targeting or if they are any “good” • No keyword mapping • No concerted link building effort • Not tracking keywords from source to paying customer • Little to no content generation efforts that are consistent with keyword mapping • They have ever said or you have ever thought the following: “ I know we are your web design firm, but we also do SEO!” “ You should only target these 5 keywords - And 3 of them are branded terms!” “ You have no idea how much closed won revenue or pipeline revenue came from their work” @webmarketing123 #123webinar
  • 14. Planning ImplementationIteration Tracking @webmarketing123 #123webinar
  • 15. Make a Plan: It starts with building a solidfoundationKeyword Selection @webmarketing123 #123webinar
  • 16. Use Tools that Google Provides Google Search: Google Keyword Tool @webmarketing123 #123webinar
  • 17. Make a PlanKeyword SelectionKeyword Mapping @webmarketing123 #123webinar
  • 18. Make a PlanContent GuidelinesKey thought: Who is going to write thiscontent?!? Know the requirements beforejumping off point @webmarketing123 #123webinar
  • 19. Content Mapping Document @webmarketing123 #123webinar
  • 20. Link Strategy Document Content is the fuel that powers a link building strategy @webmarketing123 #123webinar
  • 21. Transparency in ReportingKey thought: When was the last time you saw alinking report? Is your agency even adding links? @webmarketing123 #123webinar
  • 22. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  • 23. A Scorecard Process helps overcomeimplementation obstacles Standardizes Metrics Creates Common Vision, Shared Goals, Accountability What will What winning look benchmarks like? should we use? Which KPIs are What are the your priorities? next steps? @webmarketing123 #123webinar
  • 24. @webmarketing123 #123webinar
  • 25. @webmarketing123 #123webinar
  • 26. A ranking report should showsteady progress over time. @webmarketing123 #123webinar
  • 27. Benchmark so you know where you are at @webmarketing123 #123webinar
  • 28. But reporting shouldnt stop there.How are individual keywordsperforming in terms of revenue? @webmarketing123 #123webinar
  • 29. Which Keywords are Converting. At What Value? @webmarketing123 #123webinar
  • 30. Webinar Agenda The Marketing Landscape Has Changed. Again. 1 Is your agency fat, happy and complacent? "Black Box" = BS 2 Its not Rocket Science; It is about Rigor What Does Metrics-Based Reporting Look Like? 3 Get This: Scorecards Linked to your KPIs Opportunity Analysis 4 Holding SEO accountable for business results @webmarketing123 #123webinar
  • 31. As marketers are increasinglyresponsible for the P & L, it’s moreimportant than ever to quantifypotential at the front-end andconsistently measure performanceagainst KPIs. @webmarketing123 #123webinar
  • 32. Your revenue should be rising.Not just your traffic. @webmarketing123 #123webinar
  • 33. Can SEO Opportunity be Quantified? @webmarketing123 #123webinar
  • 34. Case Study:Global Semiconductor Manufacturer Annual Cost of Not Ranking: $2,700,000 monthly cost multiplied by 12 months = 32 million+/year @webmarketing123 #123webinar
  • 35. Step-by-Step Calculationof the Cost of Not Ranking on Page 1 of Google1. Keyword Search Volume2. CTR on Search Results (New Visitors) Or you can meet with us3. Visitor Lead and we’ll do it for you.4. Lead Qualified Lead5. Qualified Lead Closed Deal6. Average Deal Size7. (# of Closed Deals) x (Avg. Deal Size) = Revenue Potential @webmarketing123 #123webinar
  • 36. Does Your Agency Do This?• Ask you for multiple meetings to establish what success looks like.• Discuss what your business goals are in the next 12 – 24 months.• Proactively makes suggestions about optimizing calls to action on your website.• Regularly check Webmaster Tools for crawl errors, slow page loading, and other factors that could be impacting either how your sites performance.• Assess, in Google Analytics, how visitors are navigating through your company’s website, and which landing pages are converting to leads/sales. @webmarketing123 #123webinar
  • 37. Tying It All Together• Demand Transparency and Accountability from SEO• Develop a familiarity with the terms and concepts so you can be an informed partner• Adopt a metrics-based approach that measures outcomes. @webmarketing123 #123webinar
  • 38. WE ARE EXPERTS AT BUILDING TOP LINE REVENUEGROWTH FOR GLOBAL ENTERPRISES WITHTARGETED, COST-EFFECTIVE DIGITAL MARKETING @webmarketing123 #123webinar
  • 39. We invite you to… Download: 2012 State of Digital Marketing Report webmarketing123.com Talk to a digital marketing expert: SEO/PPC/Social Media Marketing Measurement/Analytics Approach Lead Gen Effectiveness seo@webmarketing123.com TEAM UP WITH ONE OF THE Questions? Feedback? FASTEST GROWING PRIVATEmike.t@webmarketing123.com COMPANIES IN THE U.S. (2012) @webmarketing123 #123webinar
  • 40. Live Site Analyses:Does Google Your Website? @webmarketing123 #123webinar