How to Shop for a Search Agency - Slides

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  • 1. #123webinar | @webmarketing123
  • 2. #123webinar | @webmarketing123 1. Can I ask questions? 2. Can I have a copy of the slides? Tweet @webmarketing123 or use #123webinar. Yes! Email results@webmarketing123.com. 3. How do I get a live site analysis? Chat us your website and top 2 keywords. FAQs
  • 3. #123webinar | @webmarketing123 Our agency drives revenue.
 Not just clicks and traffic. SEM SEO Attribution Display Video Content Creation ROI Tracking Social Website Design Conversion Optimization / About Webmarketing123
  • 4. #123webinar | @webmarketing123 Nowadays, it’s tough to be a marketer. 83% of marketers can’t track ROI from SEO. (source: Webmarketing123) 3,500+ marketing messages seen per day. (source: Yankevich Consumer Research) 67% of the buyer’s journey now happens online. (source: SiriusDecisions) / How to Shop for a Search Agency
  • 5. #123webinar | @webmarketing123 The old sales machine is stalling. Source: “Dismantling the Sales Machine”, HBR; Nov. 2013 1 2 Longer sales cycles Lower conversion rates 3 4 Less reliable forecasts Compressed margins / How to Shop for a Search Agency
  • 6. #123webinar | @webmarketing123 Chances are your team could use a little help.
  • 7. #123webinar | @webmarketing123 1 Assess Current Digital Strategy Define Where Your In-House Team Needs Help 2 Evaluate Agency Offers Like a Pro Know the Deliverables You Should Expect 3 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy How to Shop for a Search Agency
  • 8. #123webinar | @webmarketing123 1 Assess Current Digital Strategy Define Where Your In-House Team Needs Help 2 Evaluate Agency Offers Like a Pro Know the Deliverables You Should Expect 3 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy How to Shop for a Search Agency
  • 9. #123webinar | @webmarketing123 Analyze conversion rate by channel. Break down offer types by funnel stage. 1 3 / Assess Current Digital Strategy Evaluate digital health in 3 steps: Evaluate conversion rate by device. 2
  • 10. #123webinar | @webmarketing123 1 Analyze CVR by channel Organic CVR should not be < 1% Paid CVR should not be < 3.5% / Assess Current Digital Strategy
  • 11. #123webinar | @webmarketing123 1 Analyze CVR by channel TIP: Start with Google Analytics “Acquisition Overview” report summary. / Assess Current Digital Strategy
  • 12. #123webinar | @webmarketing123 2 Evaluate CVR by device. Mobile should convert at about 30% of your desktop conversion rate. / Assess Current Digital Strategy
  • 13. #123webinar | @webmarketing123 2 Evaluate CVR by device. TIP: Use Google Analytics “Devices” report to compare performance. / Assess Current Digital Strategy
  • 14. #123webinar | @webmarketing123 3 Break down offers by funnel stage. Funnel Stage Offer Type Top Middle Bottom Educate prospects on the value of digital marketing & foster thought leadership. Build the business case for why the prospect needs to invest in your product or service. Give the prospect a reason to choose you over your competitors. / Assess Current Digital Strategy
  • 15. #123webinar | @webmarketing123 15 Outline your goals and start shopping. Make your list of agency “must-have” services. / Assess Current Digital Strategy
  • 16. #123webinar | @webmarketing123 1 Assess Current Digital Strategy Define Where Your In-House Team Needs Help 2 Evaluate Agency Offers Like a Pro Know the Deliverables You Should Expect 3 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy How to Shop for a Search Agency
  • 17. #123webinar | @webmarketing123 Traffic and leads are still good…right? 1 Does your agency report on revenue? / Evaluate Agency Offers Like a Pro
  • 18. #123webinar | @webmarketing123 1 Does your agency report on revenue? / Evaluate Agency Offers Like a Pro It’s not enough to measure leads alone.
  • 19. #123webinar | @webmarketing123 1 Does your agency report on revenue? / Evaluate Agency Offers Like a Pro A good agency partner evaluates success by tying digital campaigns to revenue in CRM.
  • 20. #123webinar | @webmarketing123 2 Do they sell a standard SEO package? / Evaluate Agency Offers Like a Pro Sales Cycle Then Sales Cycle Now Source: Branding in the Digital Age, McKinsey, HBR, Dec. 2010
  • 21. #123webinar | @webmarketing123 2 Do they sell a standard SEO package? / Evaluate Agency Offers Like a Pro Sales Cycle Then Sales Cycle Now SEO used to mean chasing after more links and exact match anchor text. Modern SEO must be won the old fashioned way: Quality content.
  • 22. #123webinar | @webmarketing123 3 How will their strategy help your business goals? / Evaluate Agency Offers Like a Pro A good agency will not shy away from projections.
  • 23. #123webinar | @webmarketing123 1 Is it Time to Dump Your Agency? Recognize the 4 Warning Signs 2 What Now? Build an Action Plan for Demand Gen Success 3 Live Site Analyses Get a 2nd Opinion on Digital Marketing Strategy On the Agenda
  • 24. #123webinar | @webmarketing123 Schedule a free, 30 minute consultation! Thank you! Let’s Talk! Mike Turner, Director of Business Development e: results@webmarketing123.com t: 800. 619. 1570 Source: Synecore, “10 Examples of Amazing Responsive Design”
  • 25. #123webinar | @webmarketing123 LIVE SITE ANALYSES