Step 2: Identify opportunities by sector
What if you are looking for new industries to target where you don’t have customers yet?
Climb Online searches the Virgin 500 or 30 Under 30 listings to find young, fast growing companies. You can also learn about these fast-growing companies and industries by looking at recent accelerator graduates, venture-backed startups, and family brands entering new markets.
These types of clients are in a growth phase (especially if they have just been funded) and have the need and budget for marketing efforts to fuel further expansion. This makes them fruit at hand for agencies.
Another approach can include analyzing research data to identify industry trends and select companies that have gained momentum in this niche in the past two months.
Effective and agency-approved ways to approach the presale process
Once you have determined your preferred customer types, whether by business type, vertical, or other specific criteria, the pre-sale process continues with a combination of data collection and highlighting. your agency’s DNA as the right fit.
Show a thorough understanding of the lead industry
That being said, demonstrating knowledge of customers’ industries is also crucial to the pre-sales process. Mark Wright says that at Climb Online, “The first thing we do is demonstrate industry knowledge. “
Showing company-specific knowledge is crucial for gaining customer trust when presenting and interviewing prospects. It can mean the difference between a ‘no-silence’ and a done deal.
Here’s how you can gain that understanding (and impress your potential clients with your insight):
Do your homework
If your potential client is in the dental industry, for example, review all of your dentistry clients to present industry-specific results during the pitch. Then show how these types of SEO efforts can drive results for the client’s individual business goals.
In addition to targeted case studies to identify ways to help them, understand their KPIs in depth and do not hesitate to inform them about each phase of the partnership in which they are about to engage.
Weinstein explains that she always starts by listening intently to the customer while gleaning data on the weak points of the business and what the customer journey looks like. Understanding their language and their problems is a first step in educating them about the place of SEO.
For example, a customer who had a website redesign came to see her because they were losing traffic. So she quickly assessed the website and identified some of the critical issues – a good start to a productive conversation.
Stay up to date
Also read up on the client’s industry news to understand the types of things that might impact their business goals or campaigns.
When speaking with dental clients, Wright says they can ask things like, “Have you seen the November GDC update?” To show that they are aware of these industry-specific changes. Showing that kind of attention to detail goes a long way in building confidence in your agency.
Weinstein adds that having customers from various industries is a constant challenge and the business strategy she has chosen for her store, as it means constantly learning not only SEO, but also a specific vertical industry and its current status. For her, as an SEO consultant and trainer, constant learning is the key to closing the deal.
Use the available tools
You should also use preliminary keyword research tools to actively research industry specific information.
Year-over-year research data tools can help identify relevant changes in the industry chosen by your prospect. With collections of keywords for which top websites in a specific industry rank and their explosive or explosive trends, you can quickly check out what may be a growth opportunity.
You can also investigate specific customer websites or their competition and spot profitable keywords and fruits at your fingertips. Let’s say you have a potential home and decor customer and you want to see how the demand for “outdoor heating” has evolved. You will have a good starting point for your pitch.
To find more untapped opportunities, you can use tools that let you watch your keyword alongside other interesting or related queries. This is useful when a customer’s current keywords are declining or playing into a competitive segment.
These tools help you create reports that highlight what matters most to your customer.
Most marketing managers are currently tightly controlled on their budgets. They will especially keep an eye on their ROI and income as a result of SEO campaigns. It is therefore essential to understand the nuances of their industry and their impact on ROI when introducing new clients.
Analyze the lead’s competitors
If you ask your prospects, they’ll likely tell you that they know who their competition is.
However, they can be based on things like market share, household penetration or retail availability – not about the things that necessarily matter in SEO. This is the difference between offline and online competitors. Which can sometimes surprise decision-makers.
Using a competitive analysis and a reliable visibility metric to determine the truth about online market share can also make a case for a solid business proposition. This way, you can examine campaign-wide competitors, as well as sort them by individual keywords, so that you can analyze information as granular as you want.
You’ll be able to spot the differences between desktop and mobile visibility, know how many keywords each competitor ranks for and what percentage of them are common to your client or customer. evaluation of the competitor’s domain based on the number of backlinks.
With all of this information ready, you will be able to prove that you are getting their business and their verticality.
Train your customer-facing team in business knowledge
This type of hyper-targeted and industry-specific approach is made possible through a solid pre-sales process. Yet there is one more thing that can help differentiate your agency when it comes to understanding client needs: business knowledge.
Wright says making business training mandatory for all of their staff is the “biggest thing” that sets them apart. They give all of their SEO staff essential business training through their own Climb Academy and other business know-how courses.
All new hires take this training during the onboarding process, but employees also continue to receive regular business training every week. From understanding profit margins and P&L to spotting opportunities or dealing with a rejection, all essential aspects of running a business are covered.
This process ensures that everyone in teams in contact with Climb Online customers has commercial knowledge. Getting their employees to know what matters most to business decision makers allows them to directly communicate the relationship between the client’s marketing budget and business goals, and to speak in terms of results and finances.
For the same reason, SEOmonitor has developed a module to help SEO professionals assess realistic campaign goals against lofty goals, and present them to clients in a way that matches their overall business goals. It makes a big difference in how customers see your value because they can understand it as measurable and valuable return.
Instead of hearing about the importance of metadata (something appealing to SEO pros, but not dentists), they’ll learn how you’ll increase their income (something relevant to all business owners, including dentists).
The numbers won’t be exact, of course, but give them projected percentages based on getting a specific ranking, and they can do the math on their own.
You need to be thorough in your pre-sales activities and identify the exact offer for the customer’s particular business concerns. This is what sets SEO agencies that are successful and close to doing business apart.
The key to this process is understanding the needs of your customers, which allows you to form and maintain strong relationships with your customers from the start.
To do this, you must:
- Know what your agency is good at.
- Demonstrate a thorough understanding of the client’s industry.
- Analyze their real competitors.
- Identify opportunities in the market.
- Train your customer contact teams in business know-how.
If you want to get started sooner rather than later, see if your potential client’s industry is exploding or collapsing with SEOmonitor’s search trends – search by keywords, niches or industries, analyze a specific website or category and find out. its trend from year to year.
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