how to overcome your client’s expectations of impossible results

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@StoneyD Stoney G deGeyter @polepositionmkg HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS

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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.

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Page 1: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS

Page 2: 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

Web PresenceOptimization

Stoney deGeyter

THIS IS ME I do this

Follow me here

Win a book

best tweet with

#BestDamnBook

Hire my te

am

WebM

arketingChecklist.comPolePositionMarketing.com

Page 3: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 4: How to Overcome Your Client’s Expectations of Impossible Results

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.”

Page 5: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 6: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 7: How to Overcome Your Client’s Expectations of Impossible Results

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!

Page 8: How to Overcome Your Client’s Expectations of Impossible Results

HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

HOW TO OVERCOME THE EXPECTATION GAP

Page 9: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

1) IT STARTS WITH FIRST CONTACT

Page 10: How to Overcome Your Client’s Expectations of Impossible Results

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.

Page 11: How to Overcome Your Client’s Expectations of Impossible Results

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?

Page 12: How to Overcome Your Client’s Expectations of Impossible Results

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?”

Page 13: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 14: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

2) LAY OUT A TIMELINE FOR THE FUTURE

Page 15: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 16: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 17: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

3) KEEP THE COM LINKS OPEN

Page 18: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 19: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 20: How to Overcome Your Client’s Expectations of Impossible Results

HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

KEEP THE COM LINKS OPEN

When clients stop communicating…

Page 21: How to Overcome Your Client’s Expectations of Impossible Results

HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

KEEP THE COM LINKS OPEN

Keep records of client absence

Page 22: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

4) PRIORITIZE YOUR BATTLE STRATEGIES

Page 23: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 24: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

5) REPORT TO HEADQUARTERS

Page 25: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 26: How to Overcome Your Client’s Expectations of Impossible Results

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!

Page 27: How to Overcome Your Client’s Expectations of Impossible Results

@StoneyDStoney G deGeyter

@polepositionmkg

THE EXPECTATION GAP MAY NEVER GO AWAY

Page 28: How to Overcome Your Client’s Expectations of Impossible Results

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

Page 29: How to Overcome Your Client’s Expectations of Impossible Results

HOW TO OVERCOME YOUR CLIENT’S EXPECTATIONS OF IMPOSSIBLE RESULTS @StoneyD #Pubcon #BestDamnBook

WebMarketingChecklist.com

Thank You!