Local SEO suppliers struggle to find a way to track and report data of value to small business owners. This causes them to have a hard time expressing to their client what they are getting for their money.
A lot of these problems arise due to:
- Too much incomprehensible marketing vocabulary (Bounce rate, Back link building, CTR, etc)
- Too much data
- No visual evidence of how the implemented tactic has impacted the business (are they getting an increased number of customers? Is their business is getting their deserved exposure?)
If this small business owner is paying you a large sum of money, how do you prove them that they are getting value from your service? As one of the fastest growing digital marketing agencies in Bali, Indonesia, we would like to share on this week’s article successful tips we practice at Island Media Management:
1# Stop sending your client automated Google Analytics reports
Your goal to present your client a report that shows what they’re getting from their investment is just increasingly growing out of your reach if you’re sending them automated Analytics reports.
Google analytics is a powerful tool only in the eyes of a marketer. Remember that you’re presenting data that is impacting your clients business. Show clients data that sounds human and they can easily get an idea of.
2# Create conversions that support your report
Business owners care heavily about how much additional business you are able to drive towards their business.
3# Using dynamic number insertion to track calls
If you haven’t done this, you are missing out to show valuable data to your clients. If you have an SEO or SEM client, make sure they are already using call tracking.
You could use Call Tracking Metrics or Callrail. These programs allow you to track the source of an incoming call. Compared to attaching a tracking number on your website, dynamic number insertion won’t alter NAP consistency. The best part about this is that you can set up these calls as goals in Analytics.
4# Estimate the client’s revenue
The concept behind this is simple: Ask your client what is the average lifetime value of their customer. Then, ask your client what their average closing ratio is on internet leads.
Based on the number of conversions, calculate their estimated revenue. Here’s a formula to help you remember: Lifetime value of a customer X Closing ratio (%) X Number of conversions= Estimated revenue.
5# Replace you ranking tracker with before and after results
Again, ranking trackers are useful for marketers, not business owners. How many times have you experienced your clients freaking out over a drop in ranking over one keyword? We’ve had plenty.
Show your client significant ranking highlights that happened because of SEO. You can do this in a visual manner – a universal manner where both you and your client will be on the same page.
At the end of the day, to show your clients ROI, you need to take into account the business owner’s perspective, not a marketer’s. If you’re both on the same page, it makes life easier for both you and your client when explaining where and how the business owner’s money is being put to good use.
Island Media Management is a Bali based digital marketing agency offering strategic and simplified tactics for marketing strategy. For more information on our services or more of our digital marketing related articles, check us out! What we do works.