Getting It - How to Inspire Clients to Get Excited About Search Engine Marketing

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Clients often do not understand the opportunity that they are presented with when considering an SEO or PPC campaign. As an agency or consultant we have to take it upon ourselves to inspire our clients and push them to see the opportunities they are missing.

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  • Create deliverables that are easy to digest; sometimes what they ask for is quite different from what we know they need  Applies to metrics and campaign builds. Create separate CEO dashboards that they can distribute internally  Make it easy for our point of contact to sell search internally Support stakeholders by providing them with educational resources they can distribute  Infect from Within StrategyMake it Easy
  • Constantly look for opportunities and propose them (get out of maintenance mode every so often)  Zappos jumped onto the Twitter strategy and began leveraging it for SEO purposes before any other major corp Illustrate the opportunity cost of in-action within formal and informal settings  For example, the blogger you are hesitant to hire for $10/post is hampering your link building efforts which could lead to rankings that yield X-dollars in revenue. Perform deep dives into competitors for the purpose of illustrating their competitive advantages
  • Educate at Every Opportunity; our knowledge should be their knowledge as well  Client Newsletters on Industry Trends & News. Purchase industry books for clients to help educate them. Own their Challenges; we can only solve problems that are ours as well  Find solutions to their internal political issues (related to search) Be a Trusted Advisor; Tell it Like it Is
  • Getting It - How to Inspire Clients to Get Excited About Search Engine Marketing

    1. 1. Getting “it”.<br />Thoughts on How to Inspire Clients to Get Excited About Search Marketing.<br />
    2. 2. The Challenge?<br />With such an opportunity as just-in-time marketing that SEO & paid search marketing can provide. Why aren’t more companies “getting” search marketing?<br />Here are few ways to influence & excite them…<br />
    3. 3. <ul><li>Succinct & Persuasive Deliverables
    4. 4. Create CEO Dashboards
    5. 5. Bottom-Up Approach</li></ul>Make “it” Easy<br />
    6. 6. Be Bold<br /><ul><li> Push Innovation – C.A.N.I.
    7. 7. Illustrate Opportunity Cost
    8. 8. Show Competitor Wins</li></li></ul><li><ul><li>Educate at Every Opportunity
    9. 9. Own their Challenges
    10. 10. Become their Trusted Advisor</li></ul>Become Embedded<br />
    11. 11. “All truths are easy to understand once they are discovered; the point is to discover them.”<br />- Galileo<br />
    12. 12. Thank You!<br />Marc Bitanga<br />Enquiro - SEO & PPC Strategist<br />Twitter: @marcbitanga<br />LinkedIn: http://ca.linkedin.com/in/marcbitanga<br />

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