Columnist Casie Gillette discusses common client obstacles and how to overcome them.
When you are doing SEO for quite some time. You would have share some failure as well. What will happen if the SEO is not your issue at all. I have discussed meta topic such as, managment challenges, buy in flexibilities. i have not disrectly anwer the question “What you do if SEO is noy your SEO problem”
Let us look at some of the common barriars that can face and find out how to fix them.
Just Follow SEO
We have all been there. You have sent couple of emails and still have got no feed back. How can you possibly get anything done if the client won’t even answer your emails?
It is not a easy solution. People are busy; they have other priorities, and it is our job to ensure our clients understand the importance and value of the program.
If a contact goes silent, there are a few options we can try.
Contact via Phone
cline are the most busiest people, and many of them can receive hundrads of emails per day. That is a hugh amont of messeges to sort through. While it can be frustrating to not recieve feed back, it is possible your contact has more important emails to get through.
Use an email tracker
If your emails are not being responded. Maybe you are sending it on wrong time. Even worse, maybe they aren’t even getting to your client’s inbox.
Tools like Yesware and Bananatag show you when a person opens your email, allowing you to see if your emails are being read — and giving you an opportunity to follow up quickly. Did your client just open the email? Send another one while it’s top of mind, or give them a quick call.
Go to the next person
Sometimes, the only option is to go a level up. I only like to use this as a last resort — we certainly don’t want to make anyone look bad, but at the end of the day, the program’s success is tied to our ability to make things happen.
I disagree with you
As a marketing consultant, you typically end up working directly with an organization’s internal marketing team — a marketing team with experienced professionals, brand knowledge and more often than not, a whole lot of opinions.
For agencies, the key to program success is getting buy-in from key decision-makers. The person in charge needs to ensure that their team approves and implements what you are recommending. However, in some cases, the boss will rely on his or her team to make those decisions. And that’s OK. A sign of a good leader is trusting one’s team.
Unfortunately, the team may not always agree with what you are recommending. Perhaps they’ve done it a different way in the past or don’t think it’s worth the effort. How do we change their minds?
Lay out your strategy
It’s no secret that there’s a lack of education in the SEO world, both inside and out. The result? More work on the front end. Instead of just providing a recommendation, make sure you discuss the why. What is the overall goal, and how is this suggestion going to help them get there?
Pick your battles
We give a great deal of suggestions. Much of the time, we make suggestions that wouldn’t move the needle altogether however are best practices that will improve the site. Without a doubt, we’d like these executed — however infrequently it’s alright in the event that they aren’t. We need to pick our fights.
We should take ALT content, for instance. Half a month prior, I had a customer who couldn’t help contradicting an ALT content suggestion my group had made. The customer needed to utilize something unique, so they chose they wouldn’t execute our recommendation. Also, that is OK — by and large, it wasn’t a high-need undertaking.
More then likely, you won’t have the capacity to execute each SEO proposal you set forth — so make sure to spare your battles for the ones that are truly going to issue
Run a test
For efforts that may require additional time and resources, it can be hard to get buy-in. Suggest running a test.
A few months ago, we provided recommendations to improve a client’s product pages. Unfortunately, the client didn’t want to spend the time and effort making the changes. Our suggestion? There’s a new product page launching, so why don’t we try the proposed improvements on that page and see how it performs?
The new page outperformed all the others — and as a result, the team is now ready to go back and revisit the rest of the product section.
Like most things in life, we want reassurances. If we can prove that our recommendations will get results, it makes it much easier to push for others down the line.
We don’t have time
Time. Precious time. How often have you uttered the phrase, “There’s not enough time in the day?” You aren’t alone.
We only have so many hours in our work week, so we have to prioritize the things that matter to us. Unfortunately, SEO isn’t always the top item on your client’s list of things that have to get done. How can we overcome this hurdle?
We learned a long time ago that if we wanted things done, we needed to do them ourselves. While agency implementation takes time (and trust from the client), it ensures your recommendations are applied and the program can move forward.
There’s a thing I like to call “deliverable overload.” A client falls behind, but we continue to send out deliverables. Instead of working through them from start to finish, the client gets overloaded and is unsure where to begin.
Make it easier. When a client starts getting behind, the first thing I do is make a list of outstanding deliverables and prioritize them based on what’s going to have the biggest impact on the site and/or what can be done quickly. That makes it easier for the client to sort through our recommendations and start working on them.