1. Don’t let your best ideas die
in your client’s inbox
How to get your search marketing
recommendations approved
#sempocitieskc@mynameistylor 1
Tylor Hermanson

2. your ideas aren’t good enough
2@mynameistylor #sempocitieskc

3. your ideas aren’t good enough
…but neither are mine
3@mynameistylor #sempocitieskc

4. your ideas aren’t good enough
…or Google’s for that matter
4@mynameistylor #sempocitieskc

5. It all started with a back rub in
1997. 5@mynameistylor #sempocitieskc

6. 6@mynameistylor #sempocitieskc
Larry & Sergey

7. Biggest lies children are told
• Santa is real
• Spinach makes you awesome
• Chuck E. Cheese is only for birthdays
• Treat everyone the same
• The Royals never win
• Popping your knuckles gives you arthritis
7@mynameistylor #sempocitieskc

8. Get to know your client
• Stalk them
• STalk to them
8@mynameistylor #sempocitieskc

9. 9@mynameistylor #sempocitieskc

10. 10@mynameistylor #sempocitieskc
If your client:
then you should:
is focused on “multi-channel” or cares
most about more expensive channels,
STOP calling it an “SEO”
recommendation. Show its full value.
Bring other channel experts.

11. 11@mynameistylor #sempocitieskc
If your client:
then you should:
likes to be part of the solution
and get their hands dirty,
Bring them in early. Workshop it.
Give them options, pros/cons.

12. 12@mynameistylor #sempocitieskc
If your client:
then you should:
is constantly checking to see what
their competitors are doing,
Let them know which brands have
already implemented it.

13. 13@mynameistylor #sempocitieskc
If your client:
then you should:
relies heavily on the opinions of
a single person or select few,
Get influencer buy-in first. Have them
help convince your client.

14. 14@mynameistylor #sempocitieskc
If your client:
then you should:
is very performance-driven and
hates falling behind,
Show them the cost of doing nothing
at all (cost of inactivity).

15. 15@mynameistylor #sempocitieskc
If your client:
then you should:
is apprehensive about trying new
things,
Explain how they have already done
it, just in a different form.

16. 16@mynameistylor #sempocitieskc
If your client:
then you should:
doesn’t see value in SEM or their
current campaign,
Beef up your reporting. Level-set on
expectations. Remind them why they
chose you.

17. 17@mynameistylor #sempocitieskc
THE FOLLOWING TACTICS HAVE BEEN APPROVED FOR
ALL CLIENTS
BY SOME DUDE FROM #SEMPOCITIESKC

18. Lead with the why, not the tactic
18@mynameistylor #sempocitieskc

19. Control the environment
19@mynameistylor #sempocitieskc

20. Connect relevance with value
20@mynameistylor #sempocitieskc

21. Use your their words
21@mynameistylor #sempocitieskc

22. Leverage A/B tests as your
backup
22@mynameistylor #sempocitieskc

23. Don’t let it go, until you need to
23@mynameistylor #sempocitieskc

24. Bleed passion
24@mynameistylor #sempocitieskc

25. THANK YOU!
#sempocitieskc@mynameistylor 25
THANK
YOU!