This document provides a client checklist for SEOs with 3 main sections:
1. Understanding the client's objectives, consumers, and competitors.
2. Creating a plan with goals, strategies, and metrics for tracking results.
3. Regularly reviewing performance, revising hypotheses, and planning next steps.
The checklist emphasizes learning about the client's business, gathering insights, and testing approaches through measurement and review.
Pattern-Oriented software Design which gives introduction yo UML class Diagrams. It briefly explains the sample code with connectivity of different UML class diagrams
Career education-review-robert-starks-jr-social-media-strategies-max knowledgeMaxKnowledge
Robert Starks Jr., Vice President of Learning Initiatives for MaxKnowledge and Founder of Careertipster, discusses the opportunities to use social media strategies in the private postsecondary education sector in an interview for Career Education Magazine.
Understanding the Social Shift: How State Associations of Private Postseconda...MaxKnowledge
This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a completely different approach to business if it is to be used effectively for accomplishing business objectives.
Management Consulting - Personal Growth & LeadershipHocein
FREE MANAGEMENT CONSULTING COURSE on www.oeconsulting.be
Operational Excellence Consulting
Tips for starting a business :
1. The “Does it matter?”-Test
Trust your emotions.
Know that a problem can suddenly become an opportunity to start from scratch without a legacy to carry on. A project has to meet specific needs or create something compelling, like a feature that sparks an emotion that you want to see.
2. Make a little, Try a Little and Sell a Little
Avoid getting too much money too soon.
3. Selling Your project & Yourself
4. Community organizing
Identifying the people around you with whom you can create a common, passionate cause
5. Executing your project
Think of execution as a series of rapid prototypes. Great projects get instant feedback and do instant adjustment cycles. The more iterations you can rapidly go through, the faster you can execute your project.
Starting your own business with “Lean start-up” :
Lean startup is a methodology for developing businesses and products, which aims to shorten product development cycles and rapidly discover if a proposed business model is viable, because the primary objective is to have a safe cash flow which then can be invested in risky developments.
Central to the lean startup methodology is the assumption that when startup companies invest their time into iteratively building products or services to meet the needs of early customers, the company can reduce market risks like creating a complete product that doesn’t appeal to the customers or like creating a lot of features that are not used or required by the customers. So the advantage is that there is no need for large amounts of initial project funding and expensive product launches and failures. This is done with two techniques :
A minimum viable product “MVP” (similar to a pilot experiment) is the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
A split or A/B test is an experiment in which different versions of a product are offered to customers at the same time. The goal of a split test is to observe differences in behavior between the two groups and to measure the impact of each version on an actionable metric.
Customer feedback during the development of products or services is integral to the lean startup process, and ensures that the company does not invest time designing features or services that consumers do not want. Customer feedback is measured through two processes, using key performance indicators and a continuous deployment process.
Personal leadership - Lean startup, funding, business plan, new jobHocein
FREE MANAGEMENT CONSULTING COURSE on www.oeconsulting.be
Tips for starting a business :
1. The “Does it matter?”-Test
Trust your emotions.
Know that a problem can suddenly become an opportunity to start from scratch without a legacy to carry on. A project has to meet specific needs or create something compelling, like a feature that sparks an emotion that you want to see.
2. Make a little, Try a Little and Sell a Little
Avoid getting too much money too soon.
3. Selling Your project & Yourself
4. Community organizing
Identifying the people around you with whom you can create a common, passionate cause
5. Executing your project
Think of execution as a series of rapid prototypes. Great projects get instant feedback and do instant adjustment cycles. The more iterations you can rapidly go through, the faster you can execute your project.
Starting your own business with “Lean start-up” :
Lean startup is a methodology for developing businesses and products, which aims to shorten product development cycles and rapidly discover if a proposed business model is viable, because the primary objective is to have a safe cash flow which then can be invested in risky developments.
Central to the lean startup methodology is the assumption that when startup companies invest their time into iteratively building products or services to meet the needs of early customers, the company can reduce market risks like creating a complete product that doesn’t appeal to the customers or like creating a lot of features that are not used or required by the customers. So the advantage is that there is no need for large amounts of initial project funding and expensive product launches and failures. This is done with two techniques :
A minimum viable product “MVP” (similar to a pilot experiment) is the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
A split or A/B test is an experiment in which different versions of a product are offered to customers at the same time. The goal of a split test is to observe differences in behavior between the two groups and to measure the impact of each version on an actionable metric.
Customer feedback during the development of products or services is integral to the lean startup process, and ensures that the company does not invest time designing features or services that consumers do not want. Customer feedback is measured through two processes, using key performance indicators and a continuous deployment process.
A new way of funding your project is crowdfunding : Collect small amounts at a large public via the internet for your project
Pattern-Oriented software Design which gives introduction yo UML class Diagrams. It briefly explains the sample code with connectivity of different UML class diagrams
Career education-review-robert-starks-jr-social-media-strategies-max knowledgeMaxKnowledge
Robert Starks Jr., Vice President of Learning Initiatives for MaxKnowledge and Founder of Careertipster, discusses the opportunities to use social media strategies in the private postsecondary education sector in an interview for Career Education Magazine.
Understanding the Social Shift: How State Associations of Private Postseconda...MaxKnowledge
This presentation was delivered to leaders of private postsecondary state associations to provide an understanding of social media, how it is different than any other media and how it requires a completely different approach to business if it is to be used effectively for accomplishing business objectives.
Management Consulting - Personal Growth & LeadershipHocein
FREE MANAGEMENT CONSULTING COURSE on www.oeconsulting.be
Operational Excellence Consulting
Tips for starting a business :
1. The “Does it matter?”-Test
Trust your emotions.
Know that a problem can suddenly become an opportunity to start from scratch without a legacy to carry on. A project has to meet specific needs or create something compelling, like a feature that sparks an emotion that you want to see.
2. Make a little, Try a Little and Sell a Little
Avoid getting too much money too soon.
3. Selling Your project & Yourself
4. Community organizing
Identifying the people around you with whom you can create a common, passionate cause
5. Executing your project
Think of execution as a series of rapid prototypes. Great projects get instant feedback and do instant adjustment cycles. The more iterations you can rapidly go through, the faster you can execute your project.
Starting your own business with “Lean start-up” :
Lean startup is a methodology for developing businesses and products, which aims to shorten product development cycles and rapidly discover if a proposed business model is viable, because the primary objective is to have a safe cash flow which then can be invested in risky developments.
Central to the lean startup methodology is the assumption that when startup companies invest their time into iteratively building products or services to meet the needs of early customers, the company can reduce market risks like creating a complete product that doesn’t appeal to the customers or like creating a lot of features that are not used or required by the customers. So the advantage is that there is no need for large amounts of initial project funding and expensive product launches and failures. This is done with two techniques :
A minimum viable product “MVP” (similar to a pilot experiment) is the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
A split or A/B test is an experiment in which different versions of a product are offered to customers at the same time. The goal of a split test is to observe differences in behavior between the two groups and to measure the impact of each version on an actionable metric.
Customer feedback during the development of products or services is integral to the lean startup process, and ensures that the company does not invest time designing features or services that consumers do not want. Customer feedback is measured through two processes, using key performance indicators and a continuous deployment process.
Personal leadership - Lean startup, funding, business plan, new jobHocein
FREE MANAGEMENT CONSULTING COURSE on www.oeconsulting.be
Tips for starting a business :
1. The “Does it matter?”-Test
Trust your emotions.
Know that a problem can suddenly become an opportunity to start from scratch without a legacy to carry on. A project has to meet specific needs or create something compelling, like a feature that sparks an emotion that you want to see.
2. Make a little, Try a Little and Sell a Little
Avoid getting too much money too soon.
3. Selling Your project & Yourself
4. Community organizing
Identifying the people around you with whom you can create a common, passionate cause
5. Executing your project
Think of execution as a series of rapid prototypes. Great projects get instant feedback and do instant adjustment cycles. The more iterations you can rapidly go through, the faster you can execute your project.
Starting your own business with “Lean start-up” :
Lean startup is a methodology for developing businesses and products, which aims to shorten product development cycles and rapidly discover if a proposed business model is viable, because the primary objective is to have a safe cash flow which then can be invested in risky developments.
Central to the lean startup methodology is the assumption that when startup companies invest their time into iteratively building products or services to meet the needs of early customers, the company can reduce market risks like creating a complete product that doesn’t appeal to the customers or like creating a lot of features that are not used or required by the customers. So the advantage is that there is no need for large amounts of initial project funding and expensive product launches and failures. This is done with two techniques :
A minimum viable product “MVP” (similar to a pilot experiment) is the version of a new product which allows a team to collect the maximum amount of validated learning about customers with the least effort
A split or A/B test is an experiment in which different versions of a product are offered to customers at the same time. The goal of a split test is to observe differences in behavior between the two groups and to measure the impact of each version on an actionable metric.
Customer feedback during the development of products or services is integral to the lean startup process, and ensures that the company does not invest time designing features or services that consumers do not want. Customer feedback is measured through two processes, using key performance indicators and a continuous deployment process.
A new way of funding your project is crowdfunding : Collect small amounts at a large public via the internet for your project
See the 500 Startups "Distro Dojo" growth hacking process - tested with dozens of companies worldwide. And find out what makes the perfect growth hacker!
05.21.15 Vanderbilt Presentation on Building Leadership SkillsMichael Burcham
Presentation to Leadership Team at Vanderbilt University Medical Center on Transformational Leadership. A Discussion of Disruption in the Market, Becoming a Leader in Creating Change, and Tools for Self Improvement as a Leader.
Caitlin shares with Product Anonymous how Seek have been working with Teresa Torres to improve their product management practice with continuous discovery + use of Opportunity tree's.
Understanding the customer must lie at the foundation of your Business Strategy, your Business Model(s) resulting in Competitive Advantage. Not understanding the customer accounts for everything else we do in business.
The presentation gives some idea for the persons who are new to the "Marketing Research Process". It explains the entire process that is being processed in this Marketing Research Process.
Consultancy skills
Marketing Consultancy
PR Operations
Sales training
Advertising / Corporate Films
Market research
Competitive analysis
Brand launches
Brand relaunches
Extensions of product life cycle
Design of logos, pamphlet, booklet, brochure, and websites.
All kind of promotional activities.
IPO Marketing
Advertising and corporate films
Similar to #BrightonSEO Client Checklist for SEOs with notes (20)
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
3. SEO from the Outside …
The impact of your work is very measurable
The results of your work is cost effective
You enable optimisation of other channels
4. SEO from the Outside …
Practice based not academic foundation
Rarely is there a ‘right answer’
Best practice changes weekly and monthly
The fundamentals can change overnight
Testing & Learning OR Trial & Error?
6. 1. The Client …
Corporate and personal objectives?
Effectiveness (volume) or efficiency (CPA)?
Red & Green Buttons / Snakes & Ladders
Sphere of control and influence?
What is their view of SEO? Your agency?
You?
7. 2. The Consumer: Who, What, Why, When, Where
Who is the customer and target prospect?
What are they buying?
Why are they buying that?
When? Seasons, times, peaks and troughs
Where? Channels and locations
8. 3. The Competition …
Competitors, substitutes and intermediaries
Research and analyse at sub category level
Reverse engineer their PPC and SEO
strategy.
Seek innovations in other markets/categories
Analyse, hypothesise, edit, tailor and test
10. 1. Planning …
Objectives: Commercial, Marketing, SEO
Insights, Best Practice and Data Points
Hypotheses, Strategies and Tactics
Actions and Measurements
Risks and Issues
11. 2. Results …
What is the expectation and the aspiration?
What is ‘below expectations’ and the cost?
What is ‘above aspiration’ and the benefit?
Grow the market or grow share?
Incremental or Exponential Growth?
13. 3. Reviews …
What were the planned and executed
actions?
What happened in the external environment?
What were the results?
Was the hypothesis proven or disproven?
What are the next steps?
15. 1. Pitching An Idea …
Who is the decision maker?
What are they currently thinking and
doing?
What do you want them to think and do?
What is the one thing that will persuade
them?
What is the one thing that will dissuade them?
16. 2. Trends…
What is it?
Who’s making a success of it?
How could it benefit my business?
What’s the investment and payoff?
What’s the risk?
Good afternoon Brighton SEO. I’m Sion O’Connor. I work as a Marketing Director for a bank. I’d like to take 7 minutes of your time to show you a few checklists that could help you and your clients.As most people here today are SEOs or from SEO agencies, you are the primary focus for these 7 minutes.However, the inhouse people in the audience can’t snooze for 7 minutes. I hope that you’ll get some ideas about what your SEOs need from you in order to deliver great results for you.
This is simply one perspective from a sample of one. I’m not labouring under any illusion that this is gospel or the universal truth.You may say it’s all common sense. You can decide if it’s common practice.You may say it’s old world and no longer relevant in today’s world. But some of your clients grew up working in that old world, and the disciplines, practices and perspectives that they learned then served them well, and may continue to serve them well today,And you may already be doing all of this, in which case please think of this as a 7 minute refresher.
Let’s start with an outsider’s view of SEO:The impact of your work is very measurable.The results of your work is very cost effective.You enable optimisation of other channels, often lowering the aggregate CPAs or improving other performance metrics.
But there are also some potential issues with SEO from a client point of view.It’s a practice based discipline rather than an academic one.Rarely is there one ‘right answer’ or one ‘right solution’.The accepted best practice is ever changing.And as some of us know to our cost with Penguin and Panda, the fundaments can change overnight.So you can see why some clients may think that ‘testing is learning’ is actually ‘trial and error’
So given the characteristics of SEO,what can you do to give your client confidence and give you credibility?Here are 3 things for you to know about your client and their business.
First of all, the client.What are their corporate and personal objectives?Are they more interested in exponential growth or efficient growth?Do you know what their red buttons and green buttons? What are the topics that they want to hear more about? And what will cause them to shut down and want to move on?What are the exact areas over which your client has control and influence? Rarely does an organisation function on the inside the way it looks on the outside. Clearly you wouldn’t ask your client ‘what do you actually do?’ but you could ask them ‘who are your key internal stakeholders’ as a way of teasing out of them who actually manages what within their organisation.And finally, do you have some insights about what they think of SEO as a practice, and more importantly you and your agency?
Second, your client’s end consumer, the people whose behaviour you are trying to change.Do you have a good understanding of who these people. Not just what’s their average age and income, Acorn or Mosaic group.Do you really understand what are they buying and why they’re buying it? What is their preferred brand proposition and brand positioning and why is that their preference?When are they buying? What are the seasons and events that impact consumer behaviour, both in general and then specifically for your client’s category.And finally, where are they buying? If your aim is to intercept them and persuade them to buy your client’s product, you’ll need to know where they’re currently buying.
Third, the competition, those who will be aiming to thwart your plans.It’s not just about your client’s direct compeitors, it’s also about substitutes and intermediaries.So if your client is selling flights to Paris, you’ll want to know what Eurostar is up to.And if your client is a bank acquiring new credit card customers, you’ll be interested in moneysupermarket and comparethemarket’s plans.Have a general knowledge of your client’s category and a detailed knowledge of their sub category, as often there are significant differences within a category.Try to reverse engineer your clients’ competitors’ SEO strategy. I’m not advocating that you copy it, but knowing what it is will help you develop the most appropriate strategy for your client.Look for opportunities to translate innovations from other geographic markets and categories to your client.And finally. It’s important for you to know what’s going on in the external environment. But even more important is what you do with that information. Your client will likely be more interested in relevant insights than reams of data. Your ability to edit what you know, to tailor it to your client, to propose valid hypotheses and relevant tests is what, in your client’s eyes, distinguishes a great SEO from a good SEO.
Next up, 3 things your clients will want you to do
First, the plan. Havinga plan always helps clients. If we don’t fully understand SEO and what you’re doing, a plan provides us with a structure for a conversation with you, to talk about progress, to discuss results.The only thing that we like more than a plan, is a plan aligned to our planning cycle. So find out if your client is on annual, quarterly or monthly cycles and create a plan that mirrors their planning cycle.The key things in your plan:Demonstrate that you understand your client’s corporate and marketing objectives, and define SEO objectives that reflect and support them.Articulate the insights and best practice that you’ve relied upon to help your client understand your thought process.Talk them through your hypotheses, strategies and tactics. Explain them in plan English. Give your client an opportunity to question and challenge them. Try to surface any issues, because if you and your client disagree on these fundaments, the sooner you find out, the better.Talk them through your action plan and measurement process. These will probably form the basis of your monthly updates with your client.And finally highlight and risks and issues right at the beginning. If you need your client to do something for your strategy to work , now is the time to tell them. Not after the event when you’re explaining why a plan didn’t work.
Second, results. How many of us explicitly discuss with our clients or our suppliers our expectations and aspirations for results?Talking about results can lead to a better understanding of what your client actually wants you to deliver and what they’re willing to pay for it.It also surfaces your client’s expectations in the event that you under-deliver or over-deliver.The client who steadfastly sticks to a £50 CPA may be willing to pay £100 for any incremental business you generate over and above the volume target..It’s also valuable to discuss what kind of growth you’re aiming for. Growing the market or growing share.Low risk incremental growth or high risk exponential growth.
If you’re testing for growth, it’s a good idea to have a balanced testing portfolio.In the top right hand corner, you’ll place your big initiatives which, if they pay off, will deliver exponential growthIn the lower left hand corner, you’ll place your smaller initiatives which have a high probability of working but will deliver only incremental growth.In the upper left hand corner are those lucky breaks, which we’re all hoping to find!This approach enables you to deliver small quick wins for your clients, which helps you show that you know your SEO, and gives you a platform for future growth so that your client is one step ahead of their competition.
Third, reviews. It’s important that you provide your client with a formal or semi formal review of every campaign or test in which they’ve made a significant investment.Reviews of effective campaigns give you an opportunity to show your clients how good you are! It also enables you to have a conversation with them about where next. Where can you apply this insight or technique to other areas in order to grow their business.Reviews of campaigns that didn’t work give you an opportunity to demonstrate to your client that you’ve invested their resources wisely, but on this occasion it didn’t pay off. Go through the reasons why and discuss what you could do differently next time.
And finally, 2 quick tips.
Pitching an idea.This approach is borrowed from the briefing process for customer communication.Before you even start with the powerpoint, have a clear idea in your mind of:Who is the decision maker?What are they currently thinking or doing?What do you want them to think or do?What is the one thing that you can show them to persuade them? And I mean show and not tell. Show them how great you are rather than telling them how great you are.And what is the barrier that you need to overcome in order to persuade them? Again, show them why this concern isn’t a barrier rather than telling them.
Trends. There’s always a new trend, the Next Big Thing.So when talking to your clients about trends, always avoid jargon and use plain English.Explain this new technique or new approach.Show them who’s already making a success of it.Explain how it will benefit the client’s business.Articulate the investment and payoff – and be realistic in your assumptions.And highlight the risks.
Thank you for listening.The slides and notes are on slideshare and on my hastily and recently constructed website sionoconnor.comI’ll also added a longer version of the presentation with some additional ideas.