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What Companies Want Seo The Most?
Posted 30 December 2003 - 06:18 PM
Posted 30 December 2003 - 07:36 PM
After a few years of SEO type employment, I recently opened shop for myself. I decided not to do any cold calling. Not because I didn't think average businesses didn't want SEO, but because they don't know what SEO is. Some might know what "I wanna be high on Google!" is, but they don't understand the SEO jargon without having to explain to them what it is I'm trying to sell. I guess that makes sense, why would they?
Instead of cold calling, I really try to focus on local networking events, passing business cards to business contacts I see here and there (some of these people even say "what's SEO?")... things like that.
You made me think though... Maybe we should call businesses and say "Do you wanna be high on Google dot com?" That might work... :tooth:
Posted 30 December 2003 - 08:22 PM
Partnerships with related companies such as web hosting and design firms can work well. They know that their clients need what you offer, but might not have a preferred company to recommend people to. There must be some opportunities there.
Posted 30 December 2003 - 10:15 PM
Then I show them how to insert a page Title and explain why the title is so important. Then I demonstrate how to set H tags and explain why they are different from simply changing the font size. Then I show them how to insert images and explain why every image needs an ALT attribute. Then I show them how to create links and explain why the anchor text reveals so much about their web site. Bla bla bla.
By the end of the class, just about every single person wants to know more. Not because I tried to sell them on SEO. But because, in helping them learn one thing they wanted to know, I repeatedly related it to something they NEEDED to know.
Today was particularly rewarding because I was able to recommend one of our Members, someone I've known and trusted for over five years, to a local Chamber of Commerce group. Should easily be a five-figure gig, too. All because the phrase "SEO-friendly web design" suddenly started making sense to them.
Don't sell. Educate.
Posted 30 December 2003 - 10:25 PM
Today was particularly rewarding ... Should easily be a five-figure gig, too. All because the phrase "SEO-friendly web design" suddenly started making sense to them.
Don't sell. Educate.
Excellent point Ron! It is a highly recommended soft sell method. Allow them to come to the conclusion you are needed. Once attained, it is an easier sell.
Posted 30 December 2003 - 11:44 PM
People have to almost stumble upon it and realize first of all that the majority of Internet users utilize search engines to find what they are looking for on the Internet, secondly that there is a need for their business to be able to be found on those search engines and thirdly that there are professional companies that can actually help them with this task.
Posted 31 December 2003 - 06:09 AM
Get your local newspapers free sheets etc, anything with advertising in, and analyse them. highlight the companies that advertise with websites in their ads.
Set up a spread sheet showing you who advertises in which medium together with sizes, then call the papers and ask them for a rate pack (thats what they are called in the UK, but they are a set of prices for space within publications).
Take this and apply it to your spreadsheet. You now know what these people are spending on a weekly/monthly basis.
Analyse their adverts and extract their keyphrases, (shouldn't be too hard in printed media they should be at the top of the advert) also sub phrases in the body copy.
Search the SE's and see if these people come anywhere for their terms, if not then you have some HOT leads.
These are businesses that are currently promoting themselves and their products.
You now know what they spend roughly to promote their business
you know what their keywords are
you know where they appear for their keywords
You know how hard the task is to get them placing for their phrases
You know what their site is like and how much it will be to put it right.
Now call them and DO NOT talk about SEO, talk to them about what you know, tell them that you are a specialist in Internet marketing, tell them that you can cut their advertising spend, by getting their website to work harder, tell them you have carried out research for them and that you have identified a few area that are there for the taking (by the right company). Tell them what you can do for THEM, or their COMPETITORS, if they decide not to meet you.
This should make cold calling more fun, as rarely do people make this much effort on behalf of a stranger company, and they should be impressed by the volume of work you have carried out beforehand. This alone will paint you NOT as a guy cold calling, but as a TRUE professional person making contact with a prospective client.
This method should work for any form of company, be it using specialist trade magazines, radio advertising, TV etc, know what they spend and get them to divert some of it.
I have had a paper so i know how easy it is to sell/off sell. ask them the magic question... How would you like to know the exact response you get from each advert?.. (landing pages) Meet this guy, make yourself a marketing Pro monitor his adspend and keep diverting poorly performing ads into YOUR Budget.
The customer will not mind, as your efforts will be making him/her more money.
No One wants to buy SEO, they ALL want rankings for some reason or other.
S_P_A_C_E_D the only reason to buy. I dont see (i want seo in there)
Methinks I should write this up and post it on my sales help pages
Posted 31 December 2003 - 09:09 AM
I know this is a wide market and thought that any company that runs a business online would be interested, but I guess not.
But why not? I agree with Ron, educate. The only problem is that some folks think that selling is educating. If you establish yourself as a teacher new avenues will open. Quite often they are not the avenues you started on. Take it from a teacher
Some things I noticed (this is meant to help, not be mean):
You are frustrated. Not because you said so. Take a look at the language. SEO'ing is about language. Do you communicate that you are frustrated via other means to potential customers?
How open are you? These SEO types (I am not an SEO) are very open and friendly. It's what they do. They communicate. Who are you? Where are you from? Got a website?
You may be new but that is not a handicap. There are options galore. What about working internally for one of those businesses you called? What about subcontracting to another more experienced SEO and tap their experience-not their customers. Just let them know that is what you wish to do. What about heading out there offering the best darned product YOU can. There are many businesses willing to hire someone who is just cutting their teeth. You just need to network and know where they are.
It seems you are looking for quick fixes (language again). Not only for yourself but possibly for customers. As far as I can tell from this motley crew of SEO, their profession is based on lasting impressions, long term results and good work.
Read this one between the lines: Are you an owner or an employee? The kids working at the local Five and Dime are looking for a paycheck. The owner builds relationships. How do you communicate what you are?
Cold calling, if that is your method of choice, does work. You just need to be careful what you communicate. There might be another thread on how to do sales calls.
Posted 31 December 2003 - 09:23 AM
That is great advice - and a good way to start the New Year.
This year, I have been making contacts with design firms and even printers - but I find that I have to educate them to what SEO is and what it will bring to their clients.
The problem with this approach is that since the designers have the direct line to the client, I don't get to explain SEO to him, and that even though I have educated the designers to the need, they don't try to sell to the customer because there is nothing in it for them and they figure that the customer will be scarred by the high cost of the design and SEO combined.
They are certainly not going to tell their customers that even if they spend thousands to get a web page it wont do them any good because either the SEs wont find them or they will be so far back in the SERPs it wont matter anyway.
I guess they figure that if they talk SEO, the customer will think that its all too much and back away from the investment, or that they will expect that for the design cost the site should be optimised as part of it.
So they sell the the design, put in a generic title to all pages and a few meta tags (that they have convinced the customer is all they need for SEO) and don't much care what happens to it thereafter.
So this year, I will try your approach OWG.
Posted 31 December 2003 - 09:30 AM
Paul J, there is actually an article on ISEDB.com which addresses the lack of knowledge about SEO and gives a couple of analogies:
I have often wondered the same thing, so when I saw this, I immediately read & bookmarked this article.
Posted 31 December 2003 - 09:32 AM
Theres way to many businesses NEED us, it is the salesmans job to get them to WANT US.
There's way too many businesses that want us (SEO Companie's services).
Hi Again SEo IS,
I just realised that I did not answer your questions directly (I am bunged up with a cold so a little slow)
what companies are interested in SEO for their website the most:
those companies that promote their website in offline advertising but do not have it optimised , either through ignorance, or have never been approached.
What types of industries, what size businesses, small or medium sized, mom and pop stores, big businesses:
All of the above, if they fall into category above qualify.
who's the easiest to sell to, and in the least amount of time, :
The busiest person is always the easiest to sell to as they will know what they want and not beat around the bush. The key to making a sale easy is to talk tot he person who makes the decision. so in answer to your second question, it would be easier for you to cut your teeth on smaller businesses where the owner/s are present on site.
Posted 31 December 2003 - 09:38 AM
As far as I can tell from this motley crew of SEO
cheers Don lol
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