In the world of SEO or Digital Marketing/Online Marketing, most marketers cross paths with clients whose expectations exceed through the roof top and are completely distracted from the reality. It’s hard to convince or bring them back to reality when you have no idea what to say them. Not to forget, there are many rivals who are upfront to speak lies just to grab the project, later on leaving their clients amidst of their failed digital marketing campaigns. It’s quite a common factor prevailing in the market.
Here’s the top 3 clients expectation from you of their SEO project;
– We want our Web site one first page Google in a short time frame.
– Increase ROI and grow leads many folds in a short time.
– Just get this done for me. I have hired you to do it.
As marketers, we have experienced those kinds of unrealistic many times, but what made businessmen live in a denial model of negligence? Well, marketers aren’t Google or AI (Artificial Intelligence) who can do things within a night nor they have a magic wand that can do wonders for the clients. No matter what you say to a client, most of them will believe what they want to believe.
So the question here is, whether SEO is useless or client is delusional about the myths he has cooked in his minds? Probably, he’s smelling success without knowing the way? There’s no concrete answer to this question because everyone acquires some sort of perspective due to the things around them.
Eh? That’s the hard thing for SEO experts. Most of the clients think that if they are paying someone to do SEO, then the results should be overnight.
“Rome wasn’t built in a day”
They forget this marvelous proverb and yet blame SEO experts for driving no results in a day or so. I mean, Google has more than 200 factors to consider before ranking a website on the first page. Even if we as marketers start tweaking changes in a website, it will take a week or two just to make the changes and let Google reconsider it again. A lot of hard work, but clients with no technical knowledge finds its confusing and time-consuming factor.
Understand the Goal
Different businesses have different goals, so does the owners. Before starting or even taking the projects in your hands, clarify the client’s goals. Does he want to improve the ranking or want to grow the sales? In most cases, it will be the latter option. Hence, it’s better to understand the thinking of your client and how he thinks the marketing should be like. It will help to prepare for the future if you decide to take his project in your hands. You need to have a conversation with your client how about the future of business and what pros and cons will be there if he doesn’t allow you freedom and keep poking his nose in between the work process.
You don’t have to scare off your client. After all, he will be the one paying you for your hard work. Just plainly let him know about the ranking’s importance according to the given circumstances and introduce him to the current scenario of SEO, i.e., geo-targeting and personalization.
Every customer in the niche audience has different expectation and question. If you observe the behavior and working on branding to cover those areas where you can do business without any business, the business’s ROI will grow. Digital Marketing will help in finding those through proper tools – and it takes time. That’s you have to assure the client about certain truths.
Create a scene for them through storytelling or with your verbal abilities so the client understands what‘s the main goal.
Create Timeline and Work According to it
There’s a difference between expected results and deliverables. To stay out of desertion issues with the client, it’s a good idea to design a timeline and keeping the client in the loop. It helps him to understand the nature of your work process and how the industry work’s in such delicate matters.
Even BuzzFeed’s not every post goes viral. Only a handful achieves the feat that brings some good ROI for the company. Now, it’s hard to produce what can bring good business, until you do not plan and create things that can start growing business through rightful branding.
Nonetheless, it’s a good step to create phases and break down each phase for more elaboration. After going through client’s goal, it’s easy to design a marketing campaign that can resonate with client’s needs and budget.
Keep Client in the Loop
Many SEO experts have claimed that their clients leave in the middle of web marketing process. The communication that is needed, directly effects on the services in a wrong way. That’s a huge problem because their involvement saves a lot of time in taking a critical decision, which can benefit the campaign in the long run.
Thinks like changes in the web structure can’t be done by SEO. It needs developer and designer to do that. Many clients have those in-house or have freelancers doing it. If client approves changes of an SEO, the process gets faster because the client will directly initiate with the developers and make the changes done.
This sense of professionalism is very much needed for any successful project. Even a little delay can harm the campaign and take it backward, instead of taking it forward.
The best way to have client’s involvement is to clear your guidelines before starting the work. The client will know that if he goes missing, the project’s success will halt and he will be the one at fault.
Send Work Report
Work Reporting helps you to stay in the game and you gain the earnest trust of company’s officials. This way you show that you are actually working and the work is progressing with your presence and intelligence.
Learn how to make impressive reports that will directly showcase your talent and company’s progress. Use analytics to prepare a report on the work progress, traffic growth, and conversation rates within a set time frame. Settle down with your client on a number of reports in a month. It can be on weekly or on per month basis, that’s up to you how to negotiate.
Yes, just like you love to report your success, report failures, too. Describe where the things fail and how the process didn’t work for the week or the month. It happens when you are doing marketing. Not every day is yours. There are many out there trying to do the similar thing like you in the same industry in the same location. So, don’t fret and speak up with a possible explanation. For instance; when Google updates its algorithms, the ranking shuffles, but you can regain it once you tweak the changes to suit the parameters and guidelines.
Moreover, the market is dynamic, too. The changes keep occurring in the search engines and sometimes it gets hard to drive targeted audience to the particular portal or social media platforms. There’s a lot of stiff competition in the market. Hence, admit your failure of achieving the week or month’s set target. You might get some ‘tough love’ from your client or from company’s officials, but they will start trusting you more because of your honesty. That’s how you will grow your business for future.
However, you will hear from clients that you lied because you didn’t get on the 1st page of Google in 30 days as per the job requirement. And the worst? They will fail to see what conditions took you away from achieving the goal. They won’t see that their absence in the marketing process resulted in failure, too.
SEO is one of the most challenging fields when it comes to work for a client. Whether you are running an SEO firm, Digital Agency or doing freelance, you’ll witness vivid colors of this world. One bad egg doesn’t rot the entire market. Don’t worry. Work on your communication skills when meeting a potential client before signing a work contract. Things cleared at the beginning become a pillar of success in business dealings. And if you know your industry well, describing the probable of bad outcomes in given circumstances will help you to do work without any worry.