SearchLove Boston 2016 | Mary Bowling | Local Search Experience Optimization
SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline
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Transcript of SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline
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CONSULTING LESSONS FROM THE FRONT LINE
Neil PatelKISSmetrics
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@neilpatel #KISSmetrics
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DOING BUSINESS ON THE WEB FOR
10 YEARS
BEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTS
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Make your customers happy!The lifeblood of your business is your customers. They interact with you and even pay you… Without them you wouldn’t be in business.
- What do your customers want?- How can you satisfy them?- Can you create a business?
“We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even
into shoes, but I was passionate about customer
service.” Tony Hsieh
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LESSON #1
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Harder to gain clients, so keep them
ONLINE MARKETERS WITHWebsites
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Lets make customers happy
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GIVE THEM CALLSBiweekly!
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SURVEY
ARE YOUR CUSTOMERS HAPPY WITH YOUR WEEKLY CALLS?
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WEEKLY PROGRESSUpdates?
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PROGRESS UPDATES
WHAT DID YOU ACHIEVE THIS WEEK AND WHAT DIDN’T YOU ACHIEVE?
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WHAT ABOUT MONTHLYReports?
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MONTHLY REPORTS
WHAT WAS THE RESULTS OF YOUR WORK FOR THE MONTH?
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LESSON #2
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ROI!
$7.35COST PER SIGN UP
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What is User Experience?
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Create content
505POSTS
20,000COMMENTS
51INFOGRAPHICS
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WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSMonday, May 20, 13
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WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSMonday, May 20, 13
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5KTweets
6KLikes
1Radio Show
CASE STUDY
HOW DO COLORS AFFECT PURCHASES?
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2kTweets
600Likes
300LinkedIn Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIEDMonday, May 20, 13
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2kTweets
1kLikes
366LinkedIn Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A WEBSITE?
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What’s your ROI
#measure
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Don’t just track ROI, pitch ROI!Tracking a company’s ROI is one thing, but before you even accept them as a client you should pitch them how much money you can make them.
- Current traffic- Estimated increase- Conversion rate- Average revenue per sale- Profit magins
“Show me the money!”Jerry McGuire
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LESSON #3
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Creating and signing ideal contract
AnalysisWhat’s wrong?
$0Pricing options
Social proofTestimonials
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Prove yourself
WHO DID YOU WORK WITH?
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Include a FREE analysis
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Contract terms
OUT CLAUSEMILESTONE BASED
PACKAGESPRICING OPTIONS
1 YRAUTO-RENEWAL
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Assume you’ll be passed around
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LESSON #4
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You can’t run a SEO agency like a SEO
YOU NEED TO LEARNBusiness
≠
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Make deals happen
YOU NEED TO LEARN TONetwork
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What is User Experience?Optimize for happiness
WASTING MONEY WILLKill Your ROI
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Measure and optimize your businessFocus on actionable metrics for your business. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals.
- Net Promoter Score- Churn- Average revenue per customer- Employee happiness- Profitability
“Be metrics driven and test a lot."
Mark Suster
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What is User Experience?Don’t be too greedy
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Build a culture you can be proud of
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LESSON #5
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Be an expert, not a jack of all trades
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Consulted 8 marketing agencies
49%INCREASE IN CUSTOMER HAPPINESS
37%INCREASE IN PROFITABILITY
61%INCREASE IN LTV
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What’s your niche?
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Be consistently awesome
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LESSON #6
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What is User Experience?In house VS consultants
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The best solution is the effective oneFigure out where your strengths and weaknesses lay in your organization. Then use consultants to fill in the gaps.
- Optimize for speed- Design for results- Remove bottlenecks- Reduce scope
“Efficiency is doing things right; effectiveness is doing
the right things.”Peter Drucker
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Who are your leaders?
EMAILSOCIALCONVERSION
AFFILIATE SEO PAID
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What is User Experience?Optimize for speed
LEADERS SPEEDThings Up
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LESSON #7
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Engineers need love!
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The easy route?
ENGINEERS LOVE BRIBES
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The better route
ReviewOpportunities
IdentifyOpportunities
Start GoldenMotion
Build
MeasureLearn
Share Learnings
from GoldenMotion
Use Feedbackto Improve
Process/Team
Vote Whereto Focus
Split intoTeams
GOLDEN MOTION PROCESS
ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams
Data Informed - Continuous Improvement
THE LEAN STARTUP
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THANK YOU!
Neil Patelquicksprout.com
Monday, May 20, 13