DIGITAL EXPERT WEBINAR SERIES

BUILDING STRONG CLIENT RELATIONSHIPSPart One: SMB SEO Campaign Approach

June 11, 2013 Mediative.com

TODAY’S SPEAKERS

Derek Derouin, SEO Campaign Managerderek.derouin@mediative.com

Ryan Wood,Director of Business Developmentryan.wood@mediative.com

AGENDA

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• CLIENT CHALLENGE • CLIENT SOLUTION • SALES RELATIONSHIP• CAMPAIGN MANAGEMENT RELATIONSHIP• CLIENT RESULTS • TAKEAWAYS

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

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

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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?

SALES RELATIONSHIP

DISCOVERY QUESTIONS TO ASK

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)

SEO - 50KW

*$6K/m

SEO - 40KW

*$5K/m

SEO - 30KW

*$4K/m

SEO - 20KW

*$3K/m

CLIENT SOLUTIONDMAP | Digital PowerPlay

CAMPAIGN MANAGEMENT RELATIONSHIPCOMMUNICATION & EDUCATION – PILLARS FOR SUCCESS

Build the success story

• Send Monthly Report to sales team

Educate internally

• Monthly Call with sales team

Showcase results and

educate client

• Monthly Call with client

Summarize results & next

steps

• Follow-up with client

Ongoing communication

• Approvals, answer questions, etc.

Ongoing collaboration

• With client’s web agency for changes to the site

CAMPAIGN MANAGEMENT RELATIONSHIPCOMMUNICATION

• 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

CAMPAIGN MANAGEMENT RELATIONSHIPEDUCATION

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)

CLIENT RESULTS

HUGE LIFT IN SEARCH TRAFFIC

54% Increase in YOY Organic Traffic (Jun ’13 vs. Jun ’12)

38% Increase in Non-Branded Organic Traffic

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KEY TAKEAWAYS1. Client discovery and internal meetings are crucial in sales

process

2. Multiple client stakeholder meetings common in sales process

3. Work with sales strategist4. Strong sales to operations handoff important

5. Sales rep and operations tag team on monthly basis• Communicate progress and actions to client• Educate client ongoing

Client renewed!$5 K per month

June 11, 2013 Mediative.com

QUESTIONS?

Over 300 Digital Marketing Resources Available for DownloadVisit www.mediative.com/resources

Derek Derouin, SEO Campaign Managerderek.derouin@mediative.com

Ryan Wood,Director of Business Developmentryan.wood@mediative.com