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Training Good Clients to be Great Clients: Insights for interactive agencies

Learn how to effectively manage and train clients, develop internal resources, and collaborate with SEO partners for successful interactive marketing campaigns. Gain valuable insights from a top-ranked interactive agency working with Fortune 1000 clientele.

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Training Good Clients to be Great Clients: Insights for interactive agencies

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  1. SES Chicago 2005: Working With Clients Session “Training Good Clients to be Great Clients” December 7, 2005

  2. Interactive Agency of the Year, Top 3 in US, Top 25 DM Agency Top 50 in US (Rank 33) Top 50 in US (Rank 33) Best Mobile Marketing Campaign US Runner-up Top 50 in US Fastest Growing in US One to One Interactive • Strategic interactive marketing services agency • Channel strategy, website design/development, email marketing, online advertising, search engine optimization • Fortune 1000 clientele across life sciences, financial services, and technology

  3. One Awkward Thought How well do you really understand what goes on inside your clients’ organizations? … maybe part of the solution begins with us

  4. My Clients’ World • SEO success not mission-critical • Large, complex organizations with matrixed lines of authority • Multiple internal stakeholders • Multiple agency partners – offline, PR, CRM • Consensus driven decision-making • Mixed levels of SEO knowledge • Evolving priorities

  5. Training Your Clients SEO Partner Internal Resources

  6. Managing Internal Resources • Sell SEO and make it a priority • Set the right expectations • Get (and keep) the right internal team • Run a tight project • Lead the charge -- don’t delegate or outsource • Celebrate and share success • Conduct periodic review summits • Think three steps ahead

  7. Managing SEO Partners • Ask hard questions early • Share initial hypotheses – then step back • Help us succeed with key stakeholders • Expect and welcome new thinking • Don’t settle for a laundry list – insist on prioritized recommendations • Ask about “non-recommendations” • Engage us as long-term partners, not project-based vendors • Share/escalate feedback – good and bad

  8. Managing SEO Partners • Ask hard questions early • Share initial hypotheses – then step back • Help us succeed with key stakeholders • Expect and welcome new thinking • Don’t settle for a laundry list – insist on prioritized recommendations • Ask about “non-recommendations” • Engage us as long-term partners, not project-based vendors • Share/escalate feedback – good and bad

  9. Ask Hard Questions Early • Will my team have baseline knowledge about the nuances of SEO within my industry? • What client success stories do you have from organizations similar to mine? • Can I talk to non-current clients about their experiences with you? • Describe your implementation processes? • Will my team be PMI certified? • What will I learn about your firm’s reputation if I search Google or the blogsphere? • Describe how you’ve improved your implementation success based on client feedback? • What will be my path of escalation if I’m unhappy?

  10. Share Initial Hypotheses – Then Step Back Early direction and hypothesis generation is positive … … but boxing the solution set of feasible ideas too early can hurt

  11. Don’t Settle for a Laundry List – Insist on Prioritized Recommendations Critical ??? Important Potential or actual business value VS. Modest ??? Little to none Significant Modest Little to none Cost, effort, and/or time

  12. Ask About “Non-recommendations” What SEO tactics did your group discuss and ultimately not recommend? Were there ideas you saw as too “radical” to even be discussed?

  13. Thank You James Gardner Group Director and Life Sciences Practice Leader (617) 425-7303 jgardner@onetooneinteractive.com

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