The Dilemma Of Choosing An Agency Ophir Cohen June 2009

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The Dilemma Of Choosing An Agency Ophir Cohen June 2009

  1. 1. The Dilemma of Choosing an Agency June, 2009 Ophir Cohen, CEO Compucall Web Marketing http://www.compucall-usa.com http://www.ophircohen.com [email_address] `
  2. 2. The dilemma of Choice <ul><li>To outsource or not to outsource </li></ul><ul><li>Screening </li></ul><ul><li>Qualifying </li></ul><ul><li>Before you sign the contract </li></ul><ul><li>MIUQ – M ost I mportant U nasked Q uestions </li></ul><ul><li>Resources </li></ul>
  3. 3. Blatant Self Promotion <ul><li>Compucall Web Marketing was established in 1999 </li></ul><ul><li>Headquarters is Ramat Hachayal, Tel Aviv </li></ul><ul><li>Privately Owned </li></ul><ul><li>20 Expert Professionals </li></ul><ul><li>Google AdWords Qualified Company </li></ul><ul><li>Google Analytics Authorized Consultant </li></ul><ul><li>Marketing & ROI Driven Agency </li></ul><ul><li>Representing leading brands in Israel and abroad </li></ul>
  4. 4. To outsource or not to outsource? <ul><li>Can you manage investment in SEM/SEM IP? </li></ul><ul><li>What would be the management overhead costs? </li></ul><ul><li>How do you your competitors operate? </li></ul><ul><li>Define your CORE business </li></ul><ul><li>Ask yourself: Is SEO/SEM part of your core??? </li></ul>
  5. 5. Screening <ul><li>“ I noticed your site is not listed on search engines” </li></ul><ul><li>“ We will get you guaranteed #1 position at Yahoo!” </li></ul><ul><li>“ Package A includes…and you get X for Free” </li></ul><ul><li>“ We can’t tell you what we do – it’s out secret” </li></ul><ul><li>“ We can’t reveal our client’s – It’s our secret” </li></ul>
  6. 6. Qualifying <ul><li>Proven Track Record </li></ul><ul><li>Clear operation Methodology </li></ul><ul><li>Skills (Tech, R&D, Marketing, Content, Link Dev.) </li></ul><ul><li>Integrated & Comprehensive Solution </li></ul><ul><li>The Marketing Perspective </li></ul><ul><li>Solving Complex Problems </li></ul><ul><li>Vertical Expertise </li></ul>
  7. 7. Before signing <ul><li>Learn as much as you can </li></ul><ul><li>Talk to 2-3 of the agency clients </li></ul><ul><li>Talk to agency peers (Media, Mutual Aquatints) </li></ul><ul><li>Google the agency!!! </li></ul><ul><li>Interview those who will work on your account </li></ul><ul><li>Define measurable goals together with agency </li></ul><ul><li>Do not underestimate your gut feeling! </li></ul>
  8. 8. M ost I mportant U nasked Q uestions <ul><li>How do we measure ROI on the project? </li></ul><ul><li>Can we meet an account manager before we sign </li></ul><ul><li>What should we do now in order to win tomorrow ’s race? </li></ul><ul><li>Will you train our team? </li></ul><ul><li>What about brand/reputation ? </li></ul><ul><li>What does the agency offer BEYOND SEO/SEM? </li></ul>
  9. 9. Recommended Resources <ul><li>WebConfs.com “Choosing an SEO Company” http://www.webconfs.com/choosing-a-seo-company-article-21.php </li></ul><ul><li>Google Webmaster Guidelines http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291 </li></ul><ul><li>SEMPO Article: “Choosing A Search Engine Marketing Company” http://www.sempo.org/learning_center/articles/choosing_a_search_engine_marketing_firm/ </li></ul><ul><li>How To Choose a Search Marketing Agency, Massimo Burgio (Sempo) http://www.slideshare.net/massimoburgio/how-to-choose-a-search-marketing-agency-massimo-burgio-sempo </li></ul>Ophir Cohen, CEO Compucall Web Marketing http://www.compucall-usa.com http://www.ophircohen.com [email_address] View the presentation online at: http://www.ophircohen.com/2009/05/31/affilicon-2009-how-to-choose-an-seo-sem-agency/

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