Your Agency is Wasting Your Money - 9/10/2013 slides

webmarketing123.com #123webinar @webmarketing123

Your Agency is Wasting your Money& Why you are letting them…

vs.

Mike TurnerDir. Business Development

webmarketing123.com #123webinar @webmarketing123 2

Fast growing. Award winning.

Top 10 in Bay Area’s 100

Fastest Growing CompaniesTop 500 Fastest Growing

Private US Companies


Search Engine Optimization

Paid Search / Display Advertising

Social Media

Website Design

International Expansion

Custom Measurement and Attribution

Since 2004, we’ve employed a

metrics-based approach to

converting online visibility into

measurable business results

Digital Marketing Agency providing:


Our approach is built on data-driven

strategy and efficient execution.

Business Research + Strategy

Scorecard Tracking

Attribution + Data-driven Optimizations


We are experts at growing revenue for clients

with cost-effective digital marketing.


AGENDA

1) 4 Signs of an underperforming agency

2) 5 Characteristics of high performing agencies

3) How to get the most out of your agency relationship

4) Key Takeaways


Signs of an underperforming agency

1. Did you agree on what winning looked like? Your agency should be acquiring new information over time and be constantly

improving the campaign.



2. Your reporting is irregular and lacks insights

Is your reporting regular and useful? The reality is that most agencies aren’t

incentivized or held accountable for sharing insights or honest results.

For SEO, you should receive a monthly:

Ranking report

Performance snapshot

Statement of work completed

Planned actions for following month



3. You receive more recommendations than solutions

They probably tell you what needs to be done, but you may not have the

tools or experience needed to accomplish the task

We didn’t hit goals, because:

• You aren’t generating content

• You aren’t implementing: XYZ

• We need more buy-in

• It’s Panda’s fault

Badhat agency report



4. They aren’t measuring revenue from their efforts

Focused on reporting on traffic and keyword rankings – which are not good

indicators of future revenue

Monthly Website Visits Monthly Organic Visits Keywords in Top 10 % Growth in Organic Traffic Leads Opportunity $ Revenue

2,487 1,226 12 15 ? ? ?

Badhat agency report


In short, poor performing agencies

aren’t transparent and don’t consider

the bigger picture.


POLL

How well is your SEO agency is performing?


AGENDA


2) 5 Characteristics of high performing agencies


4) Key Takeaways


5 Characteristics of high performing agencies

1. Reporting is tailored based on unique KPIs…and trends positively

The provide monthly:

• Ranking report, Performance snapshot, Statement of work completed, Planned actions for

following month

• Custom unique scorecards



1. Reporting is tailored based on unique KPIs…and trends positively

• Beyond raw leads: tracking qualified leads, pipeline dollars, revenue



2. Educate on digital marketing best practices… and trends positively

• Digital marketing best practices (LPs), shift in search behaviors, new tools

Consider the visitor experience:

There are three simple questions users subconsciously

ask when they arrive on your page.

Where am I?

What can I do here?

Why should I do it?



3. Proactively confront problems or advances in industry

• Google algorithm changes, importance of content, authorship, not provided



4. Create solutions (Not Provided, Attribution, etc.)

• Not just mentioning problems, but building custom solutions (tools)


GOOGLE ANALYTICS - - - - - - - - - - |

KEYTOUCH ATTRIBUTION - -- - - - - - - - - - - - - - - - - - - - - - - - - |

We created a tool to track revenue back to keywords searched:



5. Develop integrated marketing strategy

• Not seeing programs within a silo – but how multiple channels work together


In short, High performing agencies

are transparent into what they do and

measure the value they provide to

the bigger picture.


AGENDA


2) Characteristics of high performing agencies


4) Key Takeaways


What Problem Are we Trying to Solve?!?:

Example keyword list: Keyword search volume (missed searches)

More than $32 million in missed revenue annually


Time Duration Item

8:00-8:15 15 min Review of Goals and Objectives

8:15-9:00 45 min

PPC Overview/Education

- PPC keywords

- Types of Paid Advertising

- Ad Copy best practices

- Landing Page best practices

- What Metrics Can We Effect and How

9:00-9:15 15 min Break

9:15-10:15 60 min

2012 Review

- Big Data Analysis on Quality (from SFDC)

- Effects of Landing Page Changes

- Analysis/Recommendations for next steps

10:15-11:45 90 min

Overview of Product Lines

- Review Product landscape

- Market Overview

- Review 2013 critical wins and priorities

- Customer Segmentation

- Applications by Customer Segment

- Sales Process

- Core Prod./Application Revenue Drivers

11:45-12:15 30 min Lunch/Break

12:15-12:45 30 min

Account Structure Review

- Review Current Keyword Themes and Landing Page

Mapping

- Review Current Ad Performance

Accelerator Workshops

Which KPIs are top priorities?

What will winning look

like?

What benchmarks should we

use?

What are next steps?

Utilizing Six Sigma techniques, we bring together all

stakeholders to streamline implementation.


In short, you should ask yourselves the following questions:

• Have my results trended positively over time? Are they providing reporting

that spans back longer than one month?

• Did my agency help set benchmarks so I can understand progress

accurately?

• Has my agency provided training on best practices for lead generation? Are

they teaching my team or intentionally creating a black-box?

• Do they frequently dive into Google Analytics and Webmaster tools to

understand my customer behaviors better?

• Are they measuring the “money metrics” or simply reporting on traffic and

“number of keywords on page 1”?


Thank you!

Mike Turner

Dir. Business Development

For a free consultation Email: Results@webmarketing123

[email protected]

510.488.6166

In a 30 minute consultation, discover:

If it’s time to fire your underperforming agency

How to measure revenue from your SEO program

What action you can take to boost your results immediately