The positive impact that Search Marketing can have for a business is vast but not intuitively understood. Most clients are completely unaware of Paid Search, local SEO, and their benefits. Keywords are not the theme for strategy. A marketing plan focused on Search can help Search marketers to pitch their services more effectively. Here are five points that can help.
1. Say it with numbers
The first step is to give the client a basic definition of SEO and SEM, their differences and possibilities. Use consumers insights to illustrate your points, show them paid campaigns and search page results with competitors ranking well. Remind them how Search is part of their branding strategy and will help put their services on the radar of their audience.
2. Avoid jargons
Don’t try to show off your expertise by using expressions that mean nothing to the client. Terms like SERP, meta description, bidding, and modified broad match can be self-explanatory to you, but will only confuse your client. Explain every step of the way.
3. Make the services you offer clear
Don’t oversell your capabilities in your search marketing plan. If you provide SEO services but not technical SEO involving code, make that clear to the client. If your focus is SEM, don’t include SEO in the pitch. List every service that clients can expect from you, and highlight what they can’t. Make it clear that they may need to reach out to a designer or a website developer. You can also partner up with companies that offer the services you don’t.
4. Set clear expectations and goals
Your client should be aware that search marketing is only the top of the funnel and that the success of your tactics will depend on the rest of the customer journey, like the landing page experience. Set clear KPIs, like traffic increase, or CTR for ads. Explain that SEO takes time, or, in case of Paid Search, that budget alone does not define success.
5. Clarify costs
Take your time to explain your pricing strategy and the extra costs that your customer might have to incur. Make these costs crystal clear in your search marketing plan. For example: who is going to be responsible for paying Google Ads?