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June 11, 2013  Mediative

DIGITAL EXPERT WEBINAR SERIES BUILDING STRONG CLIENT RELATIONSHIPS Part One: SMB SEO Campaign Approach. Derek Derouin, SEO Campaign Manager derek.derouin@mediative.com. TODAY ’ S SPEAKERS. Ryan Wood, Director of Business Development ryan.wood@mediative.com. June 11, 2013  Mediative.com.

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June 11, 2013  Mediative

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  1. DIGITAL EXPERT WEBINAR SERIESBUILDING STRONG CLIENT RELATIONSHIPSPart One: SMB SEO Campaign Approach

  2. Derek Derouin, SEO Campaign Manager derek.derouin@mediative.com • TODAY’S SPEAKERS Ryan Wood, Director of Business Development ryan.wood@mediative.com June 11, 2013 Mediative.com

  3. AGENDA • CLIENT CHALLENGE • CLIENT SOLUTION • SALES RELATIONSHIP • CAMPAIGN MANAGEMENT RELATIONSHIP • CLIENT RESULTS • TAKEAWAYS 3

  4. CLIENT CHALLENGENOT BEING FOUND FOR LOCAL SEARCHES • Injury Lawyers servicing Alberta: Edmonton, Grand Prairie, Red Deer and surrounding areas • Local marketing strategy was lacking key SEO best practices including local optimized: • Coding & On-Site Web Content • City/Service Area Pages • Google Places Pages • Service search terms not ranking in Top 10

  5. SALES RELATIONSHIP DESIGN A SOLUTION • Understand client situation – internal call rep/strategist • Pre-sales work– keyword research & website analysis • Discovery client situation: • New website considered – look & feel + SEO • Agency involved • Multiple client stakeholders • Present SEO analysis ideas • Proposal – DPP 30 keywords working with agency after redesign • Follow up meetings • Re-present to partner stakeholders • Agency meeting to align website vision • Hand off to operations • Briefing meetings

  6. SALES RELATIONSHIP DISCOVERY QUESTIONS TO ASK • 1. Site Discovery • How sophisticated is the website? • Simple – DPP fit • Complicated – Ecommerce| Custom SEO • What is the current keyword focus? • National keywords – Custom • City keywords – DPP SEO • Redesigning their website? – maybe custom • How is their SEO performing? • Client pain - Ranking, Organic traffic • 2. Organizational Discovery • Who does their web development? (Internal vs. Agency vs. None) • Who does their content writing? • Custom SEO - no web implementation (need web developer) • DPP SEO - fully implemented (content and technical) • Who makes the decision? 6

  7. CLIENT SOLUTION DMAP | Digital PowerPlay SEO - 20KW *$3K/m SEO - 30KW *$4K/m SEO - 40KW *$5K/m SEO - 50KW *$6K/m SEO Modules • Product Features • Fully implemented on-site changes • On-Site Optimization – Technical & Content Writing • Off-Site Optimization – Link Building, Blog and Article Creation, etc. • Local Places Optimization Included • Monthly reporting on visibility. • Fully Bilingual (English/French)

  8. CAMPAIGN MANAGEMENT RELATIONSHIP COMMUNICATION & EDUCATION – PILLARS FOR SUCCESS • Educate internally • Monthly Call with sales team • Ongoing communication • Approvals, answer questions, etc. • Summarize results & next steps • Follow-up with client • Showcase results and educate client • Monthly Call with client • Build the success story • Send Monthly Report to sales team • Ongoing collaboration • With client’s web agency for changes to the site

  9. CAMPAIGN MANAGEMENT RELATIONSHIP COMMUNICATION • During meetings, discuss: • Completed Tasks • Results • Next Steps • Allow opportunity for questions: • Pause for Questions • Things to include in follow-ups are: • Highlights of Call • Reports • Summary of Results • Next Steps

  10. CAMPAIGN MANAGEMENT RELATIONSHIP EDUCATION • QUESTIONS THEY WILL HAVE: • How does my campaign compare to the industry? • Explain the correlation between the industry and the client KPIs • Google Trends • eMarketer • What are KPIs and what do they mean? • What keywords are generating the organic traffic? • What pages is the organic traffic visiting? • What pages are top converters? • How does this actually work? • Show the client (join.me)

  11. CLIENT RESULTSHUGE LIFT IN SEARCH TRAFFIC • 54% Increase in YOY Organic Traffic (Jun ’13 vs. Jun ’12) • 38% Increase in Non-Branded Organic Traffic

  12. KEY TAKEAWAYS • Client discovery and internal meetings are crucial in sales process • Multiple client stakeholder meetings common in sales process • Work with sales strategist • Strong sales to operations handoff important • Sales rep and operations tag team on monthly basis • Communicate progress and actions to client • Educate client ongoing Client renewed! $5 K per month

  13. QUESTIONS? Derek Derouin, SEO Campaign Manager derek.derouin@mediative.com Ryan Wood, Director of Business Development ryan.wood@mediative.com Over 300 Digital Marketing Resources Available for Download Visit www.mediative.com/resources June 11, 2013 Mediative.com

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