2013 Pubcon Austin SEO Agency Presentation

SEO Agency and Campaign Management How Not to Get Fired…..

Presented by: James Loomstein

Sr. Consultant Crown Partners

@jloomstein

Wait, About Me…. •  Integrated  marke,ng  professional  with  over  10  years  of  direct  adver,sing  agency  experience  

•  Extensive  exper,se  in  core  marke,ng  –  including:  –  Local  search  marke,ng    –  Pay  Per  Click  (Google  AdWords)    –  Search  Engine  Op,miza,on  –  Insights  and  Web  Analy,cs  (Google  Analy,cs)    –  Marke,ng  Strategy    –  Brand  Posi,oning  –  Targe,ng/Segmenta,on  

•  Plus  –  I’m  a  dad,  husband,  and  Dallas  sports  junkie    •  I  sit  in  your  spot  and  use  tools  like  these  to  build  my  agency    •  And,  If  I  wasn’t  doing  this  -­‐  I’d  love  to  be  a  PGA  tour  player,  or  storm  chaser    

The New Reality……

I was suppose to write something witty here…  

   But  the  reality  is  this  

If consumers don’t know our clients are out there, they never get the OPPORTUNITY to be considered

The Customer Is In CONTROL

Our companies, clients, products, services, brands, reputations, etc. are now a

search result…

So What’s the Fundamental Problem We All Face?

•  SMBs: Time, resources, knowledge

•  Corporation: Too much budget, directionless, management

•  Your client: Justifying value for your service

•  Your company: Scalability, repeatability, duplicating yourself

The #1 problem all businesses face is obscurity --- If they don’t know you…..They can’t buy from you.

CHALLENGE

Overview •  A little background •  A little GSD process •  Some tools, platforms, and services to care about •  10 step “short and long term” strategy •  And five things you can do today to impact your clients

and show value starting today

Step 0 – Standardize Your Process •  Identify your team •  Create boiler plates

–  Contracts –  One-pages –  Bios –  Kick-off documents –  Job postings –  Client questionnaires

•  Standardize tools •  Develop a playbook •  Build your outsourced

support team

Step 1 - Kickoff •  Client questionnaire •  Internal set-up (basecamp, harvest, highrise, quick

books, evernote) •  Competitive audit (client / competitor /keywords) •  Email access you@clientdomain.com (if required) •  Reporting / analytics access •  Google alerts (brand, c-level, keywords, competitors) •  Find the quick win first (stop boiling the ocean)

If you don’t know where you’re going – any road will get you there.

Internal set-up •  Create single source view of your clients, projects, tasks, and

team •  Leverage automation tools to reduce non-billable tasks •  For billing purposes I recommend Freshbooks, Zoho, Quickbooks

Client audit example •  Client Problem: Understand the digital landscape •  Tool set: Screaming Frog, SEOMOZ, Webpagetest.org, SpyFu, and

social sites •  Time: 1-2 hours •  Process: Competitors, keywords, tools

Step 2 – Execute (GSD)

•  Monthly tasks list •  Weekly check-in •  Scheduled reporting •  Identify opportunities •  A couple of ideas….

Step 3 – Keep adding value •  Invest in yourself and your client (on your dime)

–  Editorial calendar –  Press releases / blog mock-ups –  Client specific events (webinar, conference, newsletter) –  Industry trend updates (RSS/Google Alerts) –  Reporting engine (Raven, MySEOTool.com, etc.)

•  Host events –  Brainstorming session –  Happy hour sponsorship / working lunches

•  Find new types of content to create •  Remember that clients don’t know what they don’t know •  You’re a partner – not a monthly marketing expense

Step 4 – Standardized toolset Business PPC SEO Competitive

Highrise Buffer Merge words Yellowpipe Muckrack

Basecamp Pocket WordWatch Seo-browser.com Followerwonk

Quickbooks Scribe Callrail SEOMOZ Builtwith.com

Evernote Tweetadder WordTracker Whitespark SEMrush

Harvest Twitterfeed Hitwise Hittail.com SearchMetrics

Boomerang Fliptop SpyFu Crazyegg KeyCompete

Hootsuite Rapleap Google Trends MySeoTool.com AllTop

CrazyEgg Screaming Frog SocialMention

Step 5 - Don’t leave money on the table

•  Yes, we do that •  Outsource (know your margins) •  Automation tools •  Build your team •  The objective is scalability / repeatability

Step 6 – Stay smart SEO Content Marketing Industry Trends

Step 7 – Network yourself •  Create platform partnerships that you can leverage

•  Let clients/partners generate leads for you •  Be seen and known in the market •  My personal goals

–  1-2 lunches/month –  4-6 events/month –  2-4 webinars/month –  1 conference/quarter –  15 minutes Google Reader/day

“Nobody ever got a client sitting at home waiting for the phone to ring.” - me

Step 8 – Keep perspective •  Know your margins •  Identify how much non-billable work goes into a billable hour •  200K in sales = $100,000 in salary •  Standardize reporting template to streamline the process •  Identify the spots that you can add value immediately – get

the quick wins •  You’re not charging enough

Step 9 - My final thoughts… •  Stop chasing shinny objects •  Replicate, scale, iterate, repeat •  Its all sales •  Perfection is the enemy of good •  Invest in the tools that either save you time, make you

money, or make you look smarter

Connect with Me….. CrownPartners.com jloomstein@crownpartners.com Twitter.com/jloomstein Linkedin.com/in/Jloomstein

James Loomstein, MBA Sr. Consultant Crown Partners