Your Agency is Wasting Your Money - 9/10/2013 slides
 

Your Agency is Wasting Your Money - 9/10/2013 slides

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    Your Agency is Wasting Your Money - 9/10/2013 slides Your Agency is Wasting Your Money - 9/10/2013 slides Presentation Transcript

    • webmarketing123.com #123webinar @webmarketing123 Your Agency is Wasting your Money & Why you are letting them… vs. Mike Turner Dir. Business Development
    • webmarketing123.com #123webinar @webmarketing123 2 Fast growing. Award winning. Top 10 in Bay Area’s 100 Fastest Growing Companies Top 500 Fastest Growing Private US Companies
    • webmarketing123.com #123webinar @webmarketing123 3 Search Engine Optimization Paid Search / Display Advertising Social Media Website Design International Expansion Custom Measurement and Attribution Since 2004, we’ve employed a metrics-based approach to converting online visibility into measurable business results Digital Marketing Agency providing:
    • webmarketing123.com #123webinar @webmarketing123 4 Our approach is built on data-driven strategy and efficient execution. Business Research + Strategy Scorecard Tracking Attribution + Data-driven Optimizations
    • webmarketing123.com #123webinar @webmarketing123 5 We are experts at growing revenue for clients with cost-effective digital marketing.
    • webmarketing123.com #123webinar @webmarketing123 6 AGENDA 1) 4 Signs of an underperforming agency 2) 5 Characteristics of high performing agencies 3) How to get the most out of your agency relationship 4) Key Takeaways
    • webmarketing123.com #123webinar @webmarketing123 7 Signs of an underperforming agency 1. Did you agree on what winning looked like?  Your agency should be acquiring new information over time and be constantly improving the campaign.
    • webmarketing123.com #123webinar @webmarketing123 8 Signs of an underperforming agency 2. Your reporting is irregular and lacks insights Is your reporting regular and useful? The reality is that most agencies aren’t incentivized or held accountable for sharing insights or honest results. For SEO, you should receive a monthly:  Ranking report  Performance snapshot  Statement of work completed  Planned actions for following month
    • webmarketing123.com #123webinar @webmarketing123 9 Signs of an underperforming agency 3. You receive more recommendations than solutions  They probably tell you what needs to be done, but you may not have the tools or experience needed to accomplish the task We didn’t hit goals, because: • You aren’t generating content • You aren’t implementing: XYZ • We need more buy-in • It’s Panda’s fault Badhat agency report
    • webmarketing123.com #123webinar @webmarketing123 10 Signs of an underperforming agency 4. They aren’t measuring revenue from their efforts  Focused on reporting on traffic and keyword rankings – which are not good indicators of future revenue Monthly Website Visits Monthly Organic Visits Keywords in Top 10 % Growth in Organic Traffic Leads Opportunity $ Revenue 2,487 1,226 12 15 ? ? ? Badhat agency report
    • webmarketing123.com #123webinar @webmarketing123 11 In short, poor performing agencies aren’t transparent and don’t consider the bigger picture.
    • webmarketing123.com #123webinar @webmarketing123 12 POLL How well is your SEO agency is performing?
    • webmarketing123.com #123webinar @webmarketing123 13 AGENDA 1) 4 Signs of an underperforming agency 2) 5 Characteristics of high performing agencies 3) How to get the most out of your agency relationship 4) Key Takeaways
    • webmarketing123.com #123webinar @webmarketing123 14 5 Characteristics of high performing agencies 1. Reporting is tailored based on unique KPIs…and trends positively The provide monthly: • Ranking report, Performance snapshot, Statement of work completed, Planned actions for following month • Custom unique scorecards
    • webmarketing123.com #123webinar @webmarketing123 15 5 Characteristics of high performing agencies 1. Reporting is tailored based on unique KPIs…and trends positively • Beyond raw leads: tracking qualified leads, pipeline dollars, revenue
    • webmarketing123.com #123webinar @webmarketing123 16 5 Characteristics of high performing agencies 2. Educate on digital marketing best practices… and trends positively • Digital marketing best practices (LPs), shift in search behaviors, new tools Consider the visitor experience: There are three simple questions users subconsciously ask when they arrive on your page. Where am I? What can I do here? Why should I do it?
    • webmarketing123.com #123webinar @webmarketing123 17 5 Characteristics of high performing agencies 3. Proactively confront problems or advances in industry • Google algorithm changes, importance of content, authorship, not provided
    • webmarketing123.com #123webinar @webmarketing123 18 5 Characteristics of high performing agencies 4. Create solutions (Not Provided, Attribution, etc.) • Not just mentioning problems, but building custom solutions (tools)
    • webmarketing123.com #123webinar @webmarketing123 19 GOOGLE ANALYTICS - - - - - - - - - - | KEYTOUCH ATTRIBUTION - -- - - - - - - - - - - - - - - - - - - - - - - - - | We created a tool to track revenue back to keywords searched:
    • webmarketing123.com #123webinar @webmarketing123 20 5 Characteristics of high performing agencies 5. Develop integrated marketing strategy • Not seeing programs within a silo – but how multiple channels work together
    • webmarketing123.com #123webinar @webmarketing123 21 In short, High performing agencies are transparent into what they do and measure the value they provide to the bigger picture.
    • webmarketing123.com #123webinar @webmarketing123 22 AGENDA 1) 4 Signs of an underperforming agency 2) Characteristics of high performing agencies 3) How to get the most out of your agency relationship 4) Key Takeaways
    • webmarketing123.com #123webinar @webmarketing123 23 What Problem Are we Trying to Solve?!?: Example keyword list: Keyword search volume (missed searches) More than $32 million in missed revenue annually
    • webmarketing123.com #123webinar @webmarketing123 24 Time Duration Item 8:00-8:15 15 min Review of Goals and Objectives 8:15-9:00 45 min PPC Overview/Education - PPC keywords - Types of Paid Advertising - Ad Copy best practices - Landing Page best practices - What Metrics Can We Effect and How 9:00-9:15 15 min Break 9:15-10:15 60 min 2012 Review - Big Data Analysis on Quality (from SFDC) - Effects of Landing Page Changes - Analysis/Recommendations for next steps 10:15-11:45 90 min Overview of Product Lines - Review Product landscape - Market Overview - Review 2013 critical wins and priorities - Customer Segmentation - Applications by Customer Segment - Sales Process - Core Prod./Application Revenue Drivers 11:45-12:15 30 min Lunch/Break 12:15-12:45 30 min Account Structure Review - Review Current Keyword Themes and Landing Page Mapping - Review Current Ad Performance Accelerator Workshops Which KPIs are top priorities? What will winning look like? What benchmarks should we use? What are next steps? Utilizing Six Sigma techniques, we bring together all stakeholders to streamline implementation.
    • webmarketing123.com #123webinar @webmarketing123 25 In short, you should ask yourselves the following questions: • Have my results trended positively over time? Are they providing reporting that spans back longer than one month? • Did my agency help set benchmarks so I can understand progress accurately? • Has my agency provided training on best practices for lead generation? Are they teaching my team or intentionally creating a black-box? • Do they frequently dive into Google Analytics and Webmaster tools to understand my customer behaviors better? • Are they measuring the “money metrics” or simply reporting on traffic and “number of keywords on page 1”?
    • webmarketing123.com #123webinar @webmarketing123 26 Thank you! Mike Turner Dir. Business Development For a free consultation Email: Results@webmarketing123 results@webmarketing123.com 510.488.6166 In a 30 minute consultation, discover:  If it’s time to fire your underperforming agency  How to measure revenue from your SEO program  What action you can take to boost your results immediately