Client Services & Agency Operations

1. 1
Client Services & Agency Operations
Brandy Eddings
Director of Search and Analytics
#stateofsearch @eddings

2. 2
Services Offered
#stateofsearch @eddings

3. 3
Services Offered
LEGAL LIABILITIES:
What Could Go Wrong?
PROFITABLE:
Learning Curve Automated
SCALABLE:
More Than One Just a Single Skill Set
#stateofsearch @eddings

4. 4
Proper Client Onboarding
MAYBE WE
SHOULD
HAVE
PLANNED
THIS
BETTER?
#stateofsearch @eddings

5. 5
Proper Client Onboarding
Be Detailed
•Create Check-Lists
•Share with the Client
Missing Critical
Steps
Realistic Expectations
•Agency Capabilities
•Timeframes
Tripling the Man
Hours
Over Communicate
•With Client Contacts
•Internal Teams
Frustrated Clients
& Stressed
Employees
#stateofsearch @eddings

6. 6
Lock-In Goals
What are
the Goals?
Confirm
Tracking &
Reporting
Don’t Try to
Hit a
Moving
Target
Frequent
Reminders
#stateofsearch @eddings

7. 7
Stop Working for Free
This applies to our
industry as a
whole.
Limit how much
strategy is put into
pitches.
#stateofsearch @eddings

8. 8
Cover Your….. Assets
Non-Disclosure Agreements
• Always, not just sometimes.
• Updated on a regular basis.
#stateofsearch @eddings

9. 9
Cover Your….. Assets
Accountability
• Contract verbiage to cover
client changes and website
outages.
#stateofsearch @eddings

10. 10
Cover Your….. Assets
Change History Reports
• Make sure you have
individual user logins.
• Never share credentials with
a client or internally.
#stateofsearch @eddings

11. 11
Avoid Bad Revenue
Not all revenue is created equally.
#stateofsearch @eddings

12. 12
Avoid Bad Revenue
Lower Profit
Margins
High
Opportunity
Costs
(i.e. missed
opportunities
for better work)
Creating a
Drag on
Operational
Efficiency
Lower Team
Morale –
Higher
Turnover
Rates
Slower
Agency
Growth
#stateofsearch @eddings

13. 13
Thank you
Brandy Eddings
Director of Search and Analytics
#stateofsearch @eddings

14. 14
Did You Know
When buying national radio it can still
take 30 to 90 days to receive local
station confirmation that an ad has run.
#stateofsearch @eddings

15. 15
Did You Know
82% of CMOs ranked reach and
frequency measurement as their most
important capability
#stateofsearch @eddings

16. 16
Did You Know
Americans are 41% more afraid
of sharks than technology.
#stateofsearch @eddings