Earlier this season, when I was first writing my Innovative Local SEO course, I achieved few users working for local search engine optimization agencies and asked them what they would like more training on. The largest issue I obtained as a result was associated with reporting and tracking value for small business owners.
My customers will frequently forward me testimonials from their prior SEO Company, showing that they have no idea what they were getting for their money, one of the most frequent complaints I visit with these reports would be:
· Too much use of marketing lingo
· Way too much information
· No representation of the exact effect on the work done which is needed on the business itself
If a small business is paying you tens of thousands of dollars each month, how can you prove to them they are getting value from it? There is a lot to dig into this subject -- I comprised a whole six pages onto it in my own course. Now I wanted to discuss some of the very prosperous hints that I use with my own customers.
1. Quit sending automatic Google Analytics reports
If the objective is to show the client what they are getting from their investment, you likely won't reach it simply by sending them an Analytics report every month. Google Analytics is a powerful tool, but it just looks awesome for you because you are a marketer. Over the last year, I have looked at several monthly reports which made my head spin - it is just too much information. The ordinary SMB is not likely to have the ability to look at these reports and work out how their bounce rate decreasing somehow means you are doing an excellent job at SEO.
2. Make conversions the focus of your report
What exactly does the company owner care about? Hint: it is not how you increased the rank for one of the 50 tracked keywords this month. This ought to be the focus of this report you ship them.
3. Use dynamic variety insertion to monitor calls
If you are not already doing this, you are actually killing your ability to reveal value. I really don't have one SEO or SEM customer that is not using call tracking. I utilize Call Tracking Metrics, but CallRail is just another one which works nicely. This lets you observe the resources of incoming calls. Unlike slapping a call tracking number in your site, lively number lookup won't wreck NAP consistency.
The bonus here is that you can set up these calls as targets employing the Landing Page report -- it is possible to see that pages on the website were responsible for receiving this call. Rather than saying, "Hey client, a couple weeks ago I made this amazing page of articles for you," it is possible to say "Hey client, a couple of months before, I added this page to your website and consequently, it has got you 5 more calls."
4. Estimate earnings
I recall sitting at a session a few years back when Nick Wisent from Powered by Search told me about this tactic. I had in deep thought, wondering why the heck I did not try this tactic.
The Idea is straightforward: Ask the customer what the average lifetime value of the client is. Then ask them what their typical final ratio is on internet leads. Just take those amounts and depending on a number of conversions, so you can compute their estimated earnings.
Formula: Lifetime Value of a Customer x Closing Ratio (%) x Number of Conversions = Estimated Revenue
5. Show before/after screenshots, not a ranking tracker.
I am seriously very fond of ranking trackers. I spend a lot of time for it but I truly think ranking trackers are best employed for entrepreneurs, not business owners. How frequently have you had a customer call you freaking out since they noticed a drop in the rank of a single keyword? I opted to help prevent this trend by not adding ranking reports in my monthly coverage and have not regretted that choice.
Rather, if I need to highlight a substantial ranking growth that occurred as a consequence of SEO, I could do that by demonstrating the company owner a visual - something that they will actually know.
To reveal ROI, you want to think as a business owner, not a marketer. If your goals fit the goals of a Small Business Proprietor (which is generally to raise calls), ensure that is what you are conveying on your monthly coverage.