Introduction

Client objectives

Background

The Strategy

- Integration of teams

- Overcoming challenges

The client & agency relationship

- How 4Ps have supported Selfridges

- How Selfridges have supported 4Ps

Key takeaways

Q&A

Agenda

INTROD

UCTION

MichelleSEO Manager4Ps Marketing

ClaireHead of Digital MarketingSelfridges

CLIENT OBJECTIVESWorking Better Together: Client & Agency Relationships

Selfridges’ SEO agency should…

Take their SEO to the next level

Understand metrics and hit targets

Be proactive

Feel like they are part of their team

Be passionate about the brand

Be efficient and take minimal time to manage

Educate the client

Build relationships with all external stake holders

Hold their own and gain trust from other teams in-house

Not need to be told twice

Taking Selfridges’ SEO to the next level

BACKGROUNDWorking Better Together: Client & Agency Relationships

MARKETINGDigital

PRSocial PPC SEO Display

INTEGRATED SEO

=

INTEGRATED MARKETING

THE STRATEGYWorking Better Together: Client & Agency Relationships

Internal Teams

Digital

Trading

Social

PPC

SEO

Blog Content

Product Content

Email Marketing

Developers

Integration of Teams

Trading

Managers

Technical

Team

Product

Team

SEO Team

Content

Team

ONLINE

ACQUISITION

TEAM

TRADING

MANAGERS

SEO

SPECIALISTTECHNICAL

TEAM

CONTENT

TEAM

SEO

SUPPORT

ANALYTICS

& INSIGHT

SUPPORT

SEO

MANAGER

SEO

TECHNICAL

SUPPORT

CLIENT

SERVICES

OFFSITE

SEO

TEAM

SEO

SUPPORT

Selfridges’ Office

4Ps’ Office

The Structure…

Overcoming Challenges

TRANSPARENCY

TRUST

COMMUNICATION

CLIENT & AGENCY RELATIONSHIPWorking Better Together: Client & Agency Relationships

Forefront of digital developments

Industry expertise

Training opportunities

Continuity

Innovation

Trust

How 4Ps have Supported Selfridges

Understand the value of SEO for the business

Clear business objectives

Buy-in from internal teams

Support creativity and strategy

Forward-thinking & want to be at the forefront of new

developments

Trust

How Selfridges have Supported 4Ps

The Client & Agency Relationship

Aligning strategy

Understanding the overarching marketing strategy

Understanding the needs of the business

Educating internal teams to support the strategy

The Client & Agency Relationship

LONG-TERM VISIONWorking Better Together: Client & Agency Relationships

Where could we be in 3 years…?

Head of

Digital

Online

Acquisition Manager

Trading

Team

Content

Teams

Analytics

Support

SEO

Support

Technical

Support

Insights

Support

Offsite

Consultant

Social

Media Team

Client

Services

SEO

Manager

SEO

Consultant

Product

Team

Technical

Team

Assistant

SEO Manager

International

TeamInternational

SEO Expert

Offsite

Support

KEY TAKEAWAYSWorking Better Together: Client & Agency Relationships

TRANSPARENCY

COMMUNICATION

INNOVATION

TRUST

Key Takeaways