Your Agency is Wasting Your Money - 9/10/2013 slides

webmarketing123.com #123webinar @webmarketing123
Your Agency is Wasting your Money
& Why you are letting them…
vs.
Mike Turner
Dir. Business Development

webmarketing123.com #123webinar @webmarketing123 2
Fast growing. Award winning.
Top 10 in Bay Area’s 100
Fastest Growing Companies
Top 500 Fastest Growing
Private US Companies

Search Engine Optimization
Paid Search / Display Advertising
Social Media
Website Design
International Expansion
Custom Measurement and Attribution
Since 2004, we’ve employed a
metrics-based approach to
converting online visibility into
measurable business results
Digital Marketing Agency providing:

Our approach is built on data-driven
strategy and efficient execution.
Business Research + Strategy
Scorecard Tracking
Attribution + Data-driven Optimizations

We are experts at growing revenue for clients
with cost-effective digital marketing.

AGENDA
1) 4 Signs of an underperforming agency
2) 5 Characteristics of high performing agencies
3) How to get the most out of your agency relationship
4) Key Takeaways

Signs of an underperforming agency
1. Did you agree on what winning looked like?
 Your agency should be acquiring new information over time and be constantly
improving the campaign.

2. Your reporting is irregular and lacks insights
Is your reporting regular and useful? The reality is that most agencies aren’t
incentivized or held accountable for sharing insights or honest results.
For SEO, you should receive a monthly:
 Ranking report
 Performance snapshot
 Statement of work completed
 Planned actions for following month

3. You receive more recommendations than solutions
 They probably tell you what needs to be done, but you may not have the
tools or experience needed to accomplish the task
We didn’t hit goals, because:
• You aren’t generating content
• You aren’t implementing: XYZ
• We need more buy-in
• It’s Panda’s fault
Badhat agency report

4. They aren’t measuring revenue from their efforts
 Focused on reporting on traffic and keyword rankings – which are not good
indicators of future revenue
Monthly Website Visits Monthly Organic Visits Keywords in Top 10 % Growth in Organic Traffic Leads Opportunity $ Revenue
2,487 1,226 12 15 ? ? ?
Badhat agency report

In short, poor performing agencies
aren’t transparent and don’t consider
the bigger picture.

POLL
How well is your SEO agency is performing?

AGENDA
2) 5 Characteristics of high performing agencies
4) Key Takeaways

5 Characteristics of high performing agencies
1. Reporting is tailored based on unique KPIs…and trends positively
The provide monthly:
• Ranking report, Performance snapshot, Statement of work completed, Planned actions for
following month
• Custom unique scorecards

1. Reporting is tailored based on unique KPIs…and trends positively
• Beyond raw leads: tracking qualified leads, pipeline dollars, revenue

2. Educate on digital marketing best practices… and trends positively
• Digital marketing best practices (LPs), shift in search behaviors, new tools
Consider the visitor experience:
There are three simple questions users subconsciously
ask when they arrive on your page.
Where am I?
What can I do here?
Why should I do it?

3. Proactively confront problems or advances in industry
• Google algorithm changes, importance of content, authorship, not provided

4. Create solutions (Not Provided, Attribution, etc.)
• Not just mentioning problems, but building custom solutions (tools)

GOOGLE ANALYTICS - - - - - - - - - - |
KEYTOUCH ATTRIBUTION - -- - - - - - - - - - - - - - - - - - - - - - - - - |
We created a tool to track revenue back to keywords searched:

5. Develop integrated marketing strategy
• Not seeing programs within a silo – but how multiple channels work together

In short, High performing agencies
are transparent into what they do and
measure the value they provide to
the bigger picture.

AGENDA
2) Characteristics of high performing agencies
4) Key Takeaways

What Problem Are we Trying to Solve?!?:
Example keyword list: Keyword search volume (missed searches)
More than $32 million in missed revenue annually

Time Duration Item
8:00-8:15 15 min Review of Goals and Objectives
8:15-9:00 45 min
PPC Overview/Education
- PPC keywords
- Types of Paid Advertising
- Ad Copy best practices
- Landing Page best practices
- What Metrics Can We Effect and How
9:00-9:15 15 min Break
9:15-10:15 60 min
2012 Review
- Big Data Analysis on Quality (from SFDC)
- Effects of Landing Page Changes
- Analysis/Recommendations for next steps
10:15-11:45 90 min
Overview of Product Lines
- Review Product landscape
- Market Overview
- Review 2013 critical wins and priorities
- Customer Segmentation
- Applications by Customer Segment
- Sales Process
- Core Prod./Application Revenue Drivers
11:45-12:15 30 min Lunch/Break
12:15-12:45 30 min
Account Structure Review
- Review Current Keyword Themes and Landing Page
Mapping
- Review Current Ad Performance
Accelerator Workshops
Which KPIs are
top priorities?
What will
winning look
like?
What
benchmarks
should we
use?
What are next
steps?
Utilizing Six Sigma techniques, we bring together all
stakeholders to streamline implementation.

In short, you should ask yourselves the following questions:
• Have my results trended positively over time? Are they providing reporting
that spans back longer than one month?
• Did my agency help set benchmarks so I can understand progress
accurately?
• Has my agency provided training on best practices for lead generation? Are
they teaching my team or intentionally creating a black-box?
• Do they frequently dive into Google Analytics and Webmaster tools to
understand my customer behaviors better?
• Are they measuring the “money metrics” or simply reporting on traffic and
“number of keywords on page 1”?

Thank you!
Mike Turner
Dir. Business Development
For a free consultation Email: Results@webmarketing123
results@webmarketing123.com
510.488.6166
In a 30 minute consultation, discover:
 If it’s time to fire your underperforming agency
 How to measure revenue from your SEO program
 What action you can take to boost your results immediately

Your Agency is Wasting Your Money - 9/10/2013 slides

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (15)

Similar to Your Agency is Wasting Your Money - 9/10/2013 slides

Similar to Your Agency is Wasting Your Money - 9/10/2013 slides (20)

More from DemandWave

More from DemandWave (20)

Recently uploaded

Recently uploaded (20)

Your Agency is Wasting Your Money - 9/10/2013 slides