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What Ways Are There To Market An Seo Company?
Posted 23 January 2004 - 07:34 PM
Posted 23 January 2004 - 07:55 PM
I wrote a few pieces about this, they were scattered around, but I have started putting them together in one place, mainly for people like yourself who can do the job, but struggle with the marketing aspect.
Jill has just posted in another thread, that she would hate to think that all her education of the public masses with regard SEO has gone to waste.
The context of this was how SEO has suddenly changed, and is going to rapidly change again this year. But the underlying theme in her statement (IMO) was that it is far harder to sell to someone who knows very little about what you do, or what your industry does, than to someone who understands it, but can't do it.
When we made money from advertising, I told all the salespeople not to go out and find NEW people to advertise spend, but to find people who are already ad spending, and divert their budget.
In the case of SEO the trick is to find someone who is trying to harness the web, and sell to that sector.
The link to the pages I wrote are www.bhelp.co.uk . They are roughly put together, as I only have them there mainly for this forum, but they might help.
Posted 23 January 2004 - 08:01 PM
My recent articles have delivered some considerable sales just now, word of mouth, local business directories, some web-design firms that utilise my services and I am thinking about a radio campaign in the near future. Most people listen to radio more than watching TV. I will tell you how that one goes when I attempt it. I am more curious than anything to see exactly how wide I can push this business. I think an effective radio campaign that details the business nature well in an easily understandable terminology for people, then it just may wake many up to something they know nothing about and purchase my services. An experiement. I would be interested to hear from anyone who has already tried radio advertisement for SEO Marketing.
Posted 23 January 2004 - 08:06 PM
The way I've always marketed my services pretty much since at least 1997 has been by participating in communities such as this one, email discussion lists, and the like.
If you really know your stuff, can write a decent post, and be extremely helpful to those in need, others will flock to your services. And I'm not kidding.
Betcha lots of posters here get business without even trying, simply because they show that they are smart, helpful, honest people each and every day at the forum.
And I'm not talking about sending unsolicited private messages to the newbies on the forum who seem lost. Yes, I know many of the members here do that, but I don't recommend it.
I'm talking about not even trying to get business. Just being an all around good, smart guy or gal.
How many of you in the forum have gotten business from this forum or other similar media without even trying? (I know one person in particular who almost felt "dirty" from getting new work out of the forum that he never really intended to get )
Posted 23 January 2004 - 08:13 PM
Posted 23 January 2004 - 08:43 PM
Admittedly, you are asking this question of people who tend to follow a particular brand of SEO. I've no doubt that there are communities of black hats or spammers who would advise you to never help a potential competitor, and always go for the throat. If you got any advice at all that wasn't deliberately poisoned.
Some people enjoy that - gives them a rush in exactly the same way that some online gamers will use cheats and group together to kill all the new players - makes them feel powerful and special, and they do "win" faster - until they are discovered and kicked off.
Personally I like helping people and following the rules. There is a challenge and sense of accomplishment to "doing it right" and doing it well. Not to mention the fact that it's a long term strategy rather than a short term one.
There are many shades in between, of course. Everyone has a different personality and of course we each have a different background and approach to solving problems.
My advice is to listen to as many different opinions as possible, then figure out what works best for you and your clients.
Posted 23 January 2004 - 08:49 PM
In the case of radio advertising you would have to get a real strong hook and work around it. A hook that just came to my mind that fits into targeting the group we indicated in this thread would be..
Do you have a website? are you sick of seeing your competitors websites appearing on searches above yours, or worse, when yours is no where to be found?
Then it's about time other people felt that way about your site, when theirs appears below you.
Call xxx xxx NOW to find out how we have done just that for other businesses , and can do it for you.
I would build any campaign around that hook, targeting the emotions. You might not get a huge response, but by god you will get an amazingly high conversion rate on the enquiries you do get, and that is all that matters.
The people who respond to an ad like that will be dying for your service, there will IMO be only two things that will stop them buying. #1 they can't afford it #2 they don't like you when they meet you.
Posted 23 January 2004 - 11:34 PM
I do have to say that this:
I currently market my company by researching companies dilligently, researchig what they do, and give them a call and talk about my business.
...is probably the worst way to market your company, imo.
Posted 24 January 2004 - 01:38 AM
And Jill, you're right. With the people coming up to you, and asking for your services, because they've seen your posts on the forum and see you as a very smart lady who knows what's she's talking about is great. It's free publicity. And that's what ultimately works. Even better than advertising. Because free publicity is credible. People trust you. And I agree, I think going out to companies and calling them is the worst way to market the business. There's got to be better ways. So that people call YOU, not the other way around. And this puts YOU in charge. You know? I think that's what ultimately wins. People calling you first.
And OldWelshGuy I like that radio advertising hook, I may have to borrow that lol
Posted 24 January 2004 - 07:51 AM
When you feel like your failing, you can look at your stats and see that although you have made 30 calls, you have only actually spoken to 4 decision makers, and one of them has agreed to meet/take whatever your targeted action was. so your ratio is actually 30 / 4/ 1. once you have this data, you can then work out how much money you can make.
Average sale =£800 meeting to sale ratio 3:1 £40,000 a year = 50 sales, which = 150 appointments which = 600 chats with decision makers, which = 4500 calls a year or 93.75 a week.
But based on the above, you could hone your skills of getting past the gatekeeper to actually speak to the decision maker:-
30 calls 6 decision makers/ 1.5 appointments.
£800 sale value £40,000 a year ratio 3:1 appto sale.:-
£40,000 a year = 50 sales which equals 150 apps, which equals 600 chats,
< because you have honed your calling skills in the area identified you are now making less calls>
600 chats now equals 3000 calls or 62.5 a week. a huge difference just by working on getting past the gate keeper.
Hone your closing skills and the results will be incredible due to reverse compounding.
so if you pay someone to make your appointments, and they will be FAR better at it than you, then you can concentrate on the two things that will best grow your business. Doing the job, and presenting and closing sales.
I know it is all great on paper, but as I have said before I am talking from experience here, I have been totally demoralised because I have worked all day and seemingly got nowhere. I look at the stats, and see that it was not me, as I did not get to speak to anyone who could buy from me. When I first started a business, and I have started a few, and sold a few, this is what I would do, cold call.
I know that to some people cold calling is the absolute worse thing in the world to do to earn money. but it is the ONLY way where YOU are in control of your earnings. Reactive marketing is great once you have a reputation and client base. But initially you have to be pro-active IMO.
Posted 24 January 2004 - 12:39 PM
Now everyone and their grandmother has a SEO site. It is not as easy at all to market a SEO site as far as search engine positioning goes.
Therefore an effective means for us and anyone else now IMO, especially for those who are starting out are these following four things:
1. Provide a superb service and your customers will refer you. Of course this is hard to do if you are just starting out and do not have any customers. But if you do, when they refer business to you, those are the best kind of leads.
2. Establish partnerships with design firms that do not offer SEO. One of of first real breaks for us as a web design firm came when we established a relationship with a traditional advertising agency after sending them a letter. Today we have several relationships with web design firms that do not offer SEO themselves but do so either through us or through branded services we offer. One can either write a letter and send it to design firms or ad agencies offering this kind of relationship or like we do now, have a partner section on your site explaining that you can partner with them and provide a way for them to inquire about this.
3. As Jill said .... post in forums. When you show others that you know what you are doing, business will come your way.
4. Establish yourself as an "industry expert." How do you do this? Write well written and informative articles and then get them published on industry related web sites. You will be shocked at the amount of business it will bring your way.
For example, I consider Jill one of the leading experts in the SEO world and she has established herself by her newsletters and articles which has lead to major speaking engagements at search engine related conferences and etc., etc. I would imagine she gets so many inquiries for her services that she can be very selective now at who she takes on as clients. That is a good place to be in.
There of course are other ways to market your SEO company but IMO, these are some of the best. They work very well for us.
Posted 24 January 2004 - 12:59 PM
Establish partnerships with design firms that do not offer SEO. One of of first real breaks for us as a web design firm came when we established a relationship with a traditional advertising agency after sending them a letter. Today we have several relationships with web design firms that do not offer SEO themselves but do so either through us or through branded services we offer.
If you do feel that you have to make cold calls, do it to the right companies. Those design firms who's customers are already clamouring for SEO services, but they just don't know how or want to offer it.
Design firms will actually be very receptive to what you have to say, if they're not already partnered with a company.
It's the same for copywriters. They should be calling SEO firms to partner with them.
If you don't have enough experience to establish yourself as an expert or even a mini-expert, that's the route I would use...partnerships!
Posted 24 January 2004 - 06:59 PM
(And no, this is not a wind-up - I'm being honest and dishing out praise where it's due.)
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