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Agency vs. In-House - How To Strike The Perfect Balance | Benchmark Search Conference 2016

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From Click Consult's Benchmark Search Conference 2016, Bridgewater Hall, 12th July. Presented by Alan Reeves, Click Consult - Agency vs. In-House - How To Strike The Perfect Balance. #benchmarkconf2016

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Agency vs. In-House - How To Strike The Perfect Balance | Benchmark Search Conference 2016

  1. 1. Agency vs. In-House How to Strike the Perfect Balance Date: 12/07/16 Alan Reeves Director of Search www.click.co.uk alan.reeves@click.co.uk
  2. 2. Available to download www.click.co.uk/documents www.click.co.uk
  3. 3. Available to download www.click.co.uk/documents www.click.co.uk
  4. 4. Assumptions - No half measures - Agencies have greater scale - Success is equally possible in-house or agency - So you can find the right people - Limited to SEO www.click.co.uk
  5. 5. Objectives - What does success look like? www.click.co.uk
  6. 6. www.click.co.uk
  7. 7. Objectives - What does success look like? - Try to be SMART - Use KPIs like Sessions, Revenue, ROI, Gross Profit - Can be led from client or agency side - Who will be accountable? - Agencies can use additional resource www.click.co.uk
  8. 8. Cost - Time is money - Agency fee or finding, paying, training and keeping staff - How many specialists? www.click.co.uk
  9. 9. SEO Strategy Technical Content Outreach Social PPC Strategy Optimisation Feed Management Support Account Management Analytics Creative UX / CRO Web Development
  10. 10. SEO Strategy Technical Content Outreach Social PPC Strategy Optimisation Feed Management Support Account Management Analytics Creative UX / CRO Web Development
  11. 11. Cost - Time is money - Agency fee or finding, paying, training and keeping staff - How many specialists? - Time taken to find and manage an agency - Agility and scalability www.click.co.uk
  12. 12. Expertise - Are they an expert? www.click.co.uk
  13. 13. 8% 11% 12% 29% 19% 18% 32% 43% 29% 22% 18% 27% 9% 10% 14% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Data Analysis and Analytics Paid Search Organic Search Level of knowledge None– A Little– Some– Thorough– Expert–
  14. 14. Expertise - Are they an expert? - Ongoing training and development - Search, Digital or Marketing experience - Meet the whole agency team www.click.co.uk
  15. 15. Tools - What tools are needed? www.click.co.uk
  16. 16. Tools - What tools are needed? - Increase efficiency - Provide data and insights - Multiple tools needed for best results - Cost and knowledge to utilise tools www.click.co.uk
  17. 17. Efficiency - Strategically prioritise work www.click.co.uk
  18. 18. Efficiency - Strategically prioritise work - Transparency and trust is needed - Reporting must add value - Agencies focus on efficiency www.click.co.uk
  19. 19. Detail - Efficient doesn’t mean less detail www.click.co.uk
  20. 20. www.click.co.uk
  21. 21. Detail - Efficient doesn’t mean less detail - Most agencies use templates - Peer review all work? - Review strategy ‘often’ - In-house you have just the 1 ‘client’ www.click.co.uk
  22. 22. Creativity - Needs to be part of culture - More ideas the better - Provide an example - Review previous work - Agencies draw on what has worked for other clients www.click.co.uk
  23. 23. www.click.co.uk
  24. 24. Strategy - In-house integrated with wider business strategy - Agency focus on specific tactics and workflow - Collaboration is best in line with expertise - Comes back to accountability www.click.co.uk
  25. 25. Technical - Access permitting - Security and version control - Most agencies want to audit - Regular health checks www.click.co.uk
  26. 26. Content - Complex subject or complicated product? - Know your audience - Specific tone of voice and brand guidelines - Need Content plan based on keywords and themes - Agency train and review www.click.co.uk
  27. 27. Outreach - Agencies leverage existing relationships - Content created for third-party audience - Not guaranteed to work - Must be organic - Best to be strategic www.click.co.uk
  28. 28. www.click.co.uk Available to download www.click.co.uk/documents
  29. 29. www.click.co.uk
  30. 30. Expectations - Objectives and targets need to be SMART - Priorities have to be aligned - Specify workflow, timescales and deliverables - Ensure cover for leave, sickness and growth www.click.co.uk
  31. 31. Communication - Build trust and understanding - Be open, honest and transparent - Micro-management rarely most efficient - Agree involvement of key people - Set communication plan www.click.co.uk
  32. 32. Thank you www.click.co.uk/documents Alan Reeves Director of Search DDI 0845 205 0270 Email alan.reeves@click.co.uk Website www.click.co.uk uk.linkedin.com/in/alanreeves1

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