don't let your best ideas die in your client's inbox
TRANSCRIPT
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
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your ideas aren’t good enough
…but neither are mine
@mynameistylor
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your ideas aren’t good enough
…or Google’s for that matter
@mynameistylor
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It all started with a back rub in 1997.
@mynameistylor
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Larry & Sergey
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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
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Get to know your client• Stalk them• STalk to them
@mynameistylor
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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.
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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.
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If your client:
then you should:
is constantly checking to see whattheir competitors are doing,
Let them know which brands have already implemented it.
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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.
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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).
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If your client:
then you should:
is apprehensive about trying newthings,
Explain how they have already done it, just in a different form.
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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.
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THE FOLLOWING TACTICS HAVE BEEN APPROVED FOR
ALL CLIENTSBY SOME DUDE FROM #SEMPOCITIESKC
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Lead with the why, not the tactic
@mynameistylor
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Control the environment
@mynameistylor
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Connect relevance with value
@mynameistylor
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Use your their words
@mynameistylor
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Leverage A/B tests as your backup
@mynameistylor
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Don’t let it go, until you need to
@mynameistylor
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Bleed passion
@mynameistylor
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THANK YOU!
@mynameistylor
THANK YOU!