how to overcome your client’s expectations of impossible results
DESCRIPTION
The expectation gap between what web marketing clients think they'll get and what really happens is far and wide. Learn what you can do to overcome this expectation gap and make sure clients understand what constitutes a successful web marketing campaign.TRANSCRIPT
@StoneyDStoney G deGeyter
@polepositionmkg
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
• @StoneyD• +StoneydeGeyter• linkedin.com/in/stoneygd
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HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Does this look familiar?INTRODUCTION
It’s been six hours. Why haven’t I seen
any sales?WTF?!!!
client you
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Three misplaced client expectations
Rankings
“We’ll be on the first page by [insert date
here].”
Growth
“Our leads/sales will increase by
xx% by the end of the year.”
Involvement
“I hired you to do it; just let me
know when it’s done.”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
How big is the expectation gap between client and SEO?
client you
EXPECTATIONS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Supreme Chancellor
About as big as Jar Jar is from being Supreme Chancellor
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
INTRODUCTION
Who’s to blame?
It’s not them… It’s you!
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
HOW TO OVERCOME THE EXPECTATION GAP
@StoneyDStoney G deGeyter
@polepositionmkg
1) IT STARTS WITH FIRST CONTACT
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
START WITH FIRST CONTACT
It’s not about rankingsIt’s about
growing their business.
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
START WITH FIRST CONTACT
Control the communication
I want rankings because rankings
are cool.
What would you rather have:
rankings or growth?
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
“If I could help you double your sales without getting a single keyword ranked,
would you consider that a success?”
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Everyone Sees Different Results
Personalization Geo-location Search History Connections
START WITH FIRST CONTACT
Why #1 rankings don’t matter anymore
@StoneyDStoney G deGeyter
@polepositionmkg
2) LAY OUT A TIMELINE FOR THE FUTURE
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
LAY OUT A TIMELINE FOR THE FUTURE
Discuss goals and how to achieve them
needs budget / time
defined success
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Show them what to expect and when12 Months
Service
Drivers MeetingArchitecture & Usability ReviewCompetitor Link AnalysisConversion ReviewBenchmark ReportsAnalytic Data ReviewNavigation Optimization Social Media Strategy Architecture Recommendations PPC Account Audit and Set upConversion OptimizationLink ReclamationAnalytics Account CustomizationContent Editorial CalendarKeyword ResearchOn-Page OptimizationContnet Review and/or ConsultingInternal Link StructurePPC Account ManagementOptimize Internal Link Structure
First Term Second Term Third Term
ROI Zone
LAY OUT A TIMELINE FOR THE FUTURE
@StoneyDStoney G deGeyter
@polepositionmkg
3) KEEP THE COM LINKS OPEN
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
SEO cannot succeed by the SEO alone
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
Nobody knows client’s business like the client
• Keyword research• Write content• Find site issuesSEO
• Approve keywords• Direct content ideas• Expert social engagementClient
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
When clients stop communicating…
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
KEEP THE COM LINKS OPEN
Keep records of client absence
@StoneyDStoney G deGeyter
@polepositionmkg
4) PRIORITIZE YOUR BATTLE STRATEGIES
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
PRIORITIZE YOUR BATTLE STRATEGIES
Focus on things that deliver fast results
1.Critical
for Success
2.Biggest
Immediate Gains
@StoneyDStoney G deGeyter
@polepositionmkg
5) REPORT TO HEADQUARTERS
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
Growth in Site Traffic
Conversion Rate
Increases
New Revenue Achieved
REPORT YOUR PROGRESS TO HEADQUARTERS
Show them what matters most
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
REPORT YOUR PROGRESS TO HEADQUARTERS
Tell them the bad with
the good.
Not every effort is a winner!
@StoneyDStoney G deGeyter
@polepositionmkg
THE EXPECTATION GAP MAY NEVER GO AWAY
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
THE EXPECTATION GAP MAY NEVER GO AWAY
Reduce it to create a better working relationship
HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook
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