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RFM159 – Unveiling the Unseen: The Essential Communication Bridge Between Agencies and Clients
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Setting the context – the agency where I found my feet
- Working with Client Services
- Working on BIG clients
- Our agency was NOT a commodity
The problem – we see it all the time through SEOHive. Clients identify with what they can see and understand easily – that's why content retainers sell so well.
What doesn't sell so easily is the technical SEO and link outreach programs. That's because these items are far more unseen, so clients don't "get" them.
Bridging the Knowledge Gap:
- Some of what we do is technical, and some (maybe most?) clients won't want to know or care how something works. BUT this devalues so much of whats involved in SEO.
- Unseen Actions can include:
- Keyword Research
- On Page Optimisations
- Link Outreach
- Internal Link Building
- Hierarchy Optimisation
- Schema
- ...
How to communicate these things in a way that is easy for the client to understand.
- Including a learning curve in your marketing
- Communicate regularly – especially wins where they are unseen
- Drive your wins into firm results for the clients (sales, enquiries, etc).
- Don't use too much jargon
- Provide Reports to clients ahead of meetings so they can raise questions
- Meet regularly (monthly)
- Provide summaries of key data
- Send snippets of wins through each week
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