Impress Your Clients and Prospects with Search Marketing Wizardry

BY Kathy Crosett
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Are you struggling to help your clients see the benefits of using both SEO and SEM? Many clients may initially accept a package that includes SEO and SEM services. Once they see the positive results of their campaigns, they ask to turn off SEO because PPC is costly. Here’s some advice on the topic from search marketing expert Martin Reed.

Keyword Universe

Keep in mind that your goal is to help your clients maximize their investment in search marketing. To do that, make sure you’re giving them the most accurate data. Many search pros like to use a paid versus organic kind of report provided by search engine companies to analyze how a client’s campaign is going. These kinds of reports lack the detail needed to understand how both SEM and SEO are performing. You can fix that problem by establishing a worksheet that encompasses the entire keyword universe for your client. You should be tracking impressions, clicks, CTR, conversions, position and more in this worksheet.

The goal is “to figure out what your paid, organic, and SEM share of voice is.” Once you put together a worksheet, you can show your client where PPC might not be working well. You can show where PPC is working better than SEO. You can also propose running PPC to test the “kind of volume and competition you will be up against.” This kind of tool can be an effective way for you to sell your company’s digital services program.

Monthly Reporting

Search marketing is the kind of topic that make might your clients’ eyes glaze over. They know they need it, but they don’t understand the details. You can build their confidence in your services, and in search marketing, by establishing a monthly reporting system, and possibly a meeting. Show them the results of what’s happening in the search campaign. At the same time, you can demonstrate the expected results of changes to important content like the landing page.

You can also use information about how the target audience uses various search tools to boost support for your proposal to expand search marketing to other engines and sites. You’ll find that data on the Digital Audit at AdMall from SalesFuel​.com.