SEO’s: Your Job isn’t What You Think
Most professional SEO’s have a couple of metrics around which they base their entire careers. Organic traffic? Links? Rankings? Leads? These are all good answers, but none of them really encapsulate what your job really is.
Before we get to that, let’s talk about perception. I hear all the time that marketers have gotten results for their clients– and have still gotten fired. Why is this? They’ve done the work, right? But here’s the kicker: did the client know?
It does NO good to do work if you’re not going to report on it! Clients not only expect results, they want transparency, professionalism, and a relationship with their “SEO guy”.
One of my first business “revelations” that I learned as I was starting my business,
Morningdove Marketing was this: every job is a sales job. I’ve done sales door-to-door, and let me tell you, there were terrible days. Trying to smile and present your service fresh after 13 people slammed their doors on you was a tricky mindset to get in. Then I got a marketing job, changing the tasks and surroundings, but not the sales aspect. Sure, the reports and discussions were over the phone, but month after month I had to “sell” my clients on my work. I had to convince them over and over that their investment in me was (and is) worth it. Never forget that no matter what your official title is, you are in sales.
After a few months of working there, I learned that the value that you give your clients is only a piece of the puzzle. The other piece has to do with perception.
Perception is intangible. It’s a feeling.
Kind of scary, right? The work you do in your profession just isn’t enough. Your client must feel
that you are doing good work.
Here are a few ways that I’ve found help clients increase their trust in you and keep a positive perception of the work you are doing:
- Make your reports THOROUGH- Don’t just send analytics information and keyword rankings. Add commentary with the stats to give perspective. Are you on track with your goals? Timeline?
- Respond- When a client sends you an email or text, how soon do you respond? While you shouldn’t spend all your time on email, it’s important that their questions and concerns are addressed in a timely manner. This tells them that their business is important to you as it is to them. It’s even okay to let them know that you understand their concern and that you’ll address it later. At least this way it gives them confirmation that you received their message and will get to their inquiry soon.
- Customize- As you are talking with them over the phone, tell them ideas that you had as you were doing their work. Make sure that they know that you spend significant time on their account and are willing to change plans for
Providing value is different than proving value. You need to put in the work, get results for your clients, and prove that you’re doing so.