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Selling SEO the Right Way

In 18 years Bernard has started 4 companies, taken 3
web-based companies to multi-million dollar status,
launched over 300...
What’s Next:
Coming Soon
bit.ly/getsked
What Happened During the Previous BYB Webinar
In the previous webinar, we shared s...
What’s Next:
Coming Soon
bit.ly/getsked
Coming Soon
bit.ly/getsked
Selling SEO The Right Way
with
Reputation Suite
A Strea...

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Selling SEO the Right Way

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This fourth installment of the Boost Your Business Webinar Series provides pointers on how you can sell SEO effectively to your clients. Bernard and Will share SEOReseller's practices, the common challenges, and the do's and don'ts when selling SEO.

Get a full recap of the webinar here: https://goo.gl/HS2CtH
The presentation deck is available under the Resource Center: https://goo.gl/CWeGnw

This fourth installment of the Boost Your Business Webinar Series provides pointers on how you can sell SEO effectively to your clients. Bernard and Will share SEOReseller's practices, the common challenges, and the do's and don'ts when selling SEO.

Get a full recap of the webinar here: https://goo.gl/HS2CtH
The presentation deck is available under the Resource Center: https://goo.gl/CWeGnw

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Selling SEO the Right Way

  1. 1. In 18 years Bernard has started 4 companies, taken 3 web-based companies to multi-million dollar status, launched over 300 websites, and has managed over a thousand marketing campaigns. William has dedicated his 8 years as a web professional to growing online businesses. As lead of Business Development, he’s helped 24 of our top partners reach 6-digit monthly revenues. TOLL-FREE 1-800-250-6106 | US (415) 625-9700 UK (44) 203-769-7710 | AU (02) 8484-1116 Selling SEO The Right Way Meet Our Panelists bit.ly/getsked bernard@seoreseller.com /bernardsanjuaniii william@seoreseller.com /william-kramer-244bb0106 bit.ly/getsked with
  2. 2. What’s Next: Coming Soon bit.ly/getsked What Happened During the Previous BYB Webinar In the previous webinar, we shared some insights and tips on how to retain your clients and foster loyalty to your business. ● Know Your Baseline ● Set Goals ● Highlight Success ● Add More Value to Clients ● Never Stop Looking For Ways To Drive More Business bit.ly/getsked Selling SEO The Right Way with
  3. 3. What’s Next: Coming Soon bit.ly/getsked Coming Soon bit.ly/getsked Selling SEO The Right Way with Reputation Suite A Streamlined Dashboard to Control Your Client’s Online Reputation ✓ Reputation Management ✓ Listing Management ✓ Reviews Summary ✓ Business Locations ✓ Feedback
  4. 4. What’s Next: Discussion Overview bit.ly/getsked Coming Soon bit.ly/getsked Selling SEO The Right Way with Partner Bootcamp Series Launch The Goal: Expand your knowledge base, work smarter, and provide enhanced service delivery. Gain expert insights on cutting-edge industry developments and methodologies, and learn how to take full advantage of SEOReseller’s full suite of solutions.
  5. 5. What’s Next: Know Who You Are bit.ly/getsked Discussion Overview Pitching SEO involves wit, confidence, realistic expectations, and strategies to attract prospects and make them stay with your business. In this webinar, we will show you how to go from good to great at selling SEO services. ● Know Who You Are ● Determine What You’re Selling ● Learn How To Sell Effectively ● Most Common Challenges & Objections ● Do’s & Don’ts Q&A Session Feel free to send your questions in advance using WebEx chat. bit.ly/getsked Selling SEO The Right Way with
  6. 6. Know Who You Are bit.ly/getsked Bjorn, Senior Writer Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion Up Next: Define Your Initial Market
  7. 7. What’s Next: Define Your Initial Market | Practical Application bit.ly/getsked Define Your Initial Market bit.ly/getsked • Knowing who you are helps you define your target market. Case Study (Local): Powerhouse agency partner in Australia. ✓ Never sold SEO before ✓ Decided to position themselves as the local authority in SEO ✓ Studied methodology ✓ Have now grown 3 large national brands Case Study (Industry Niche): Partner in the UK, specialising in Web Design. ✓ Had access to a dentist network ✓ No SEO experience ✓ Monthly recurring revenue is now at £ 30 0000 - £40 000 Selling SEO The Right Way with
  8. 8. What’s Next: Define What You Are Capable of Selling bit.ly/getsked Define Your Initial Market bit.ly/getsked PRACTICAL APPLICATION:  Find a niche that you are familiar with or have history with.  Leverage a powerful rapport building tool: Common Ground  Speak the same language Examples: • Flooring & Toy Manufacturers • Lawyer Selling SEO The Right Way with
  9. 9. What’s Next: Define What You Are Capable of Selling | Practical Application bit.ly/getsked Define What You Are Capable Of Selling bit.ly/getsked  Identify scope and limitations of your business.  What commodities are you selling? Only 3 of our partners are selling 3 - 4 of our products - it takes time to build the expertise Develop your revenue stream, one at a time. Don’t try to provide everything at the same time. Selling SEO The Right Way with
  10. 10. What’s Next: What Is Your Differentiator? bit.ly/getsked Define What You Are Capable Of Selling bit.ly/getsked PRACTICAL APPLICATION: Example: Business Coach started selling to other business coaches ● Strong initial list of 49 clients ● The service didn’t match the need of his clients. Selling SEO The Right Way with Example: Partner who over-promised the effects of Social Media ● Short term success ● Couldn’t maintain the campaign  Sell them a service that they need; you can’t be a good enough salesman to keep selling them a service they don’t need  Sharpest skill in a pitch is to LISTEN  Don’t be ashamed of walking away from a sale you shouldn’t close  NO longevity in using the above strategies
  11. 11. What’s Next: What Is Your Differentiator? | Practical Application bit.ly/getsked What Is Your Differentiator? bit.ly/getsked Identify what separates you from your competitors. Cost Effective Technological Edge Effectiveness of the Methodology Selling SEO The Right Way with Choose one differentiator to become expert at. Don’t try to leverage all, because when you try to project yourself as a jack of all trades, you’re a master of none. Be a master of one. What 3 Questions Must Your USP Answer? ● What would make me transact with your business? ● What differentiates your product or service from others? ● What can you provide that others cannot guarantee?
  12. 12. What’s Next: Determine What You’re Selling bit.ly/getsked What Is Your Differentiator? bit.ly/getsked PRACTICAL APPLICATION: Case Study • Partner using cheaper prices as a differentiator by offering a DIY service  Self service campaigns  Unnoticeable expense  Uses volume  Doesn’t try to sell like a premium provider Selling SEO The Right Way with Moral: Doesn’t matter how you differentiate. It matters THAT you differentiate.
  13. 13. Determine What You’re Selling bit.ly/getsked Leonie, Research and Development Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion Up Next: Understand The SEO Methodology
  14. 14. What’s Next: Understand the SEO Methodology | Practical Application bit.ly/getsked Understand The SEO Methodology bit.ly/getsked  Find out why the methodology is different.  Understand what you are selling. Be The SEO Expert. Explain the SEO methodology; be transparent. Don’t forget to pitch alternative solutions. Look for areas of opportunities. Selling SEO The Right Way with Ranks 80% of websites for reasonable target terms Gets 60% of KW's to first page within 6 months or less Can drive up to x22 ROI per dollar spent Clients typically stay faithful to the service for over a year
  15. 15. What’s Next: Manage the Experience bit.ly/getsked Understand The SEO Methodology bit.ly/getsked PRACTICAL APPLICATION: Use the Resource Center to your advantage. ● Pitch deck ○ Leverage the cheerleaders bias of positive experience ● Methodology Explainer ○ Leverage the authority bias ● Testimonials ○ Leverage group-think Selling SEO The Right Way with = better chance to close the sale bit.ly/download-partner-resources
  16. 16. What’s Next: Manage the Experience | Practical Application bit.ly/getsked Manage the Experience bit.ly/getsked Service built to overcome buyer’s remorse.  Frequent touch points on the first 30 days  Strongest milestones in the first 60 days  Regular reporting and less collaborative activity afterwards  Increased frequency in the presence of clear opportunity (pos 4 to 6 KW's) Set realistic expectations from the start Don't Offer Guaranteed Rankings Don't be a "yes man" Selling SEO The Right Way with
  17. 17. What’s Next: Understand The Technology bit.ly/getsked Manage the Experience bit.ly/getsked Selling SEO The Right Way with
  18. 18. What’s Next: Understand The Technology | Practical Application bit.ly/getsked Understand The Technology bit.ly/getsked Dashboard capabilities  View work in real time  Check rankings daily  See traffic reports daily  Client dashboard view Talk to your potential clients at their level of understanding. Don’t assume your potential clients know the benefits of using your technology. Selling SEO The Right Way with Coming Soon: Reputation Suite  Where your clients are published online  See reviews of your site, business
  19. 19. What’s Next: Learn How to Sell Effectively bit.ly/getsked Understand The Technology bit.ly/getsked Selling SEO The Right Way with PRACTICAL APPLICATION: • Partner in the mid-west. • Partner had a client who had a horrible morning. Impact of real time reporting Moral: Dashboard = Scoreboard
  20. 20. Learn How to Sell Effectively bit.ly/getsked Avi, Web & UI Designer Feel free to send your questions to our panelists via chat and we’ll answer them during the Q&A portion Up Next: Differentiate Commodity vs. Product
  21. 21. What’s Next: Differentiate Commodity vs. Product | Practical Application bit.ly/getsked Differentiate Commodity vs. Product bit.ly/getsked Commodity = Service What is your product? Define your commodity and product and make sure your sales team knows it by heart. Don't Sell a Product, Sell A Solution Selling SEO The Right Way with Experience  Convenience - One Stop Shop  Premium Experience  Plug & Play Experience Performance Driven  Traffic Results  Rankings  ROI
  22. 22. What’s Next: Acing The Pitch bit.ly/getsked Differentiate Commodity vs. Product bit.ly/getsked PRACTICAL APPLICATION: Case Study Partner selling results as his product Offers a Premium Experience  Nothing below $700 wholesale  Nothing under $2000 retail  No less than a 6 months contract  Free month, if no results (they are selling results) Selling SEO The Right Way with • This partner knows the methodology; they trust in the methodology • Guarantees the increase in traffic ONLY IF the site owner will give them free reign on the website. • Allows them to close the sale with a certain security; without the feeling of buyer’s remorse.
  23. 23. What’s Next: Acing The Pitch | Practical Application bit.ly/getsked Acing The Pitch bit.ly/getsked Arrange a pre-planning meeting ● Ask your project manager for advice Arm yourself for the pitch ● Pitch Deck ● Proposal ● Audit Report Pre-intake assessment ● Output can be included in your presentation ● Cover basic areas to improve Selling SEO The Right Way with
  24. 24. What’s Next: Do’s and Don’ts Summary bit.ly/getsked Most Common Challenges & Objections During The Pitch bit.ly/getsked When potential clients want immediate results  SEO is momentum driven, recommend SEM as an additional service which gives fast results  ULTIMATE GOAL IS FREE TRAFFIC When they lack knowledge on how SEO works  Give them brandable resources that outline the methodology - added value  Prep: Know your stats on the industry / competitors When they think SEO costs too much  93% of buying experiences begin with search = lost opportunity costs for the client  Potential customers want to know who you are When clients worked with a previous agency that they’re unhappy with  “No, none of my clients have been penalized”  “Yes - and here’s what we did to recover them at our expense”  “We have worked with clients that had penalties from previous providers, but we have a 100% batting average in cleaning it up” Selling SEO The Right Way with
  25. 25. What’s Next: Q&A Session bit.ly/getsked Do’s and Don’ts bit.ly/getsked Do: Develop your revenue stream, one at a time. Don’t: Try to provide everything at the same time. Do: Choose one differentiator to become expert at. Don’t: Try to leverage all, because when you try to project yourself as a jack of all trades, you’re a master of none. Be a master of one. Do: Be The SEO Expert. Explain the SEO methodology, be transparent. Don’t: Forget to pitch alternative solutions. Look for areas of opportunities. Selling SEO The Right Way with Do: Set realistic expectations from the start Don’t: Offer Guaranteed Rankings Don't be a "yes man" Do: Talk to your potential clients at their level of understanding. Don’t: Assume your clients know the benefits of using your technology. Do: Define your commodity and product and make sure your sales team knows it by heart. Don’t: Sell a Product, Sell A Solution
  26. 26. What’s Next: Q&A Session bit.ly/getsked For Our Partners bit.ly/getsked Organic SEO Pitch Kit:  Organic SEO Pitch Deck  Organic SEO Methodology Explainer  Organic SEO Flier  Audit Report Guide  SEO Catalog  SEO Sales Guide Selling SEO The Right Way with
  27. 27. Schedule a Call bit.ly/getsked Feel free to call us at any time for questions. TOLL-FREE 1-800-250-6106 AUS (02) 8484-1116 US (415) 625-9700 info@seoreseller.com bit.ly/getsked Q&A Session Selling SEO The Right Way with

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