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1#sempocitieskc
Don’t let your best ideas die
in your client’s inbox
How to get your search marketing recommendations approved
@mynameistylor
Tylor Hermanson
2#sempocitieskc
your ideas aren’t good enough
@mynameistylor
3#sempocitieskc
your ideas aren’t good enough
…but neither are mine
@mynameistylor
4#sempocitieskc
your ideas aren’t good enough
…or Google’s for that matter
@mynameistylor
5#sempocitieskc
It all started with a back rub in 1997.
@mynameistylor
6#sempocitieskc@mynameistylor
Larry & Sergey
7#sempocitieskc
Biggest lies children are told• Santa is real• Spinach makes you awesome• Chuck E. Cheese is only for birthdays• Treat everyone the same• The Royals never win• Popping your knuckles gives you arthritis
@mynameistylor
8#sempocitieskc
Get to know your client• Stalk them• STalk to them
@mynameistylor
9#sempocitieskc@mynameistylor
10#sempocitieskc@mynameistylor
If your client:
then you should:
is focused on “multi-channel” or caresmost about more expensive channels,
STOP calling it an “SEO” recommendation. Show its full value. Bring other channel experts.
11#sempocitieskc@mynameistylor
If your client:
then you should:
likes to be part of the solutionand get their hands dirty,
Bring them in early. Workshop it. Give them options, pros/cons.
12#sempocitieskc@mynameistylor
If your client:
then you should:
is constantly checking to see whattheir competitors are doing,
Let them know which brands have already implemented it.
13#sempocitieskc@mynameistylor
If your client:
then you should:
relies heavily on the opinions ofa single person or select few,
Get influencer buy-in first. Have them help convince your client.
14#sempocitieskc@mynameistylor
If your client:
then you should:
is very performance-driven and hates falling behind,
Show them the cost of doing nothing at all (cost of inactivity).
15#sempocitieskc@mynameistylor
If your client:
then you should:
is apprehensive about trying newthings,
Explain how they have already done it, just in a different form.
16#sempocitieskc@mynameistylor
If your client:
then you should:
doesn’t see value in SEM or theircurrent campaign,
Beef up your reporting. Level-set on expectations. Remind them why they chose you.
17#sempocitieskc@mynameistylor
THE FOLLOWING TACTICS HAVE BEEN APPROVED FOR
ALL CLIENTSBY SOME DUDE FROM #SEMPOCITIESKC
18#sempocitieskc
Lead with the why, not the tactic
@mynameistylor
19#sempocitieskc
Control the environment
@mynameistylor
20#sempocitieskc
Connect relevance with value
@mynameistylor
21#sempocitieskc
Use your their words
@mynameistylor
22#sempocitieskc
Leverage A/B tests as your backup
@mynameistylor
23#sempocitieskc
Don’t let it go, until you need to
@mynameistylor
24#sempocitieskc
Bleed passion
@mynameistylor
25#sempocitieskc
THANK YOU!
@mynameistylor
THANK YOU!