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Most common reasons why projects go wrong:
Scope CreepMisaligned ExpectationsMisaligned BudgetInaccurate or insufficient discoveryEven long term retainers have a life spanThe importance of thinking how to get our of something, before you get into it...
The difference between quotes and estimates...
For Projects:
Have a specification linked to the estimate – reserve the right to change the quote if the specification changesBe clear where the intellectual property lies at different stages of the projectHave a termination process from BOTH sides in your Contract / Agreement:If the client terminates the projectIf you terminate the projectHave the payment schedule linked to stages YOU controlHave a documented process for packaging up files, sending them to the client and offboarding the client from your systemsFor Retainers:
Have a termination process outlined in your Contract / AgreementInclude a notice period – and detail from both sidesDetail how and when final payments will be expected and what they will coverHave a documented process for completing work, sending data to the client and offboarding the client from your systemsJoin the Facebook Group
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Key metrics to trackTargets to aim for & industry benchmarksExactly what formulas to use to calculate themExample metrics:
Financials (Revenue, AGI, Gross Profit, Net Profit, Overhead Spending)Utilization RatesAverage Billable RatesLabor Efficiency Ratio
Marcel's Bio:Marcel Petitpas is the CEO & Co-Founder of Parakeeto, a company dedicated to helping agencies measure and improve their profitability by streamlining their operations and reporting systems, a problem he discovered while running his own agency.
He’s also the head strategic coach at SaaS Academy by Dan Martell, the #1 coaching program for B2B SaaS businesses in the world.
In his work as a speaker, podcast host, and consultant, specializing in Agency Profitability Optimization, he's helped hundreds of agencies around the world measure the right metrics and improve their operations and profitability.
When he’s not helping agencies make more money, he’s probably watching “The Office” or “Parks and Rec” on a never-ending loop and eating breakfast foods for every meal of the day.
Links:Twitter / X: @Parakeeto
Website: www.parakeeto.com (👈 you can also get the Toolkit from here)
Podcast: The Agency Profit Podcast
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My 5 minute SEO Assessment of any client website!Disclaimer: this isn't a process for running a full SEO Audit on a website. Instead, this is the process I go through when a lead comes in to talk about SEO. Before any project has been confirmed, or any money has exchanged hands, this is the process I go through before the initial call to give me context.
Website structureUser experienceCurrent RankingsCompetitor Websites & RankingsWebsite Speed / Core Webs VitalsThis leads on to two gated products...
SEO Health CheckKeyword Research & Mapping... and from here I can present a retained proposal.
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#1 – look inwards – "What do YOU want?"
What type of lifestyle do you want?What interests you?How much money do you want to make?Do you want to be in a location?Do you want staff?How will it serve you?#2 – where can I make a difference?
What is your skill set, and how can that commercial impact on businesses?#3 – do any of my points above line up?
If no, what industries are cash rich?LegalJewelleryFinancial ServicesEvents(Industries that are used to spending money to make money)#4 – create my proposition (and my product / service)
How can I help you, and why thats a benefit to youHow we work together over time (recurring and non-recurring options)Do this to MVP level#5 – network
Content creation, SEO, email funnels are all good, but they're not fastMeeting people face-to-face IS fastBe clear about what you do (and do NOT) do#6 - make sales
So far, everything is just theory – an idea doesn't work until someone buys it.With 5 customers I can start to make improvementsWith 10 customers I can start to make processesWith 20 customers I can start to delegate (if I want)Do something towards making a sale EVERY DAY.#7 - review, refine, rescope, repeat
When it feels rightDoes it deliver?Does it work for me?Does it work for them?Is my price right?Can I be more efficient?How do I serve more people?When do I review again? <- This is my target#8 - keep an eye on company value
Will I EVER want to sell it?If so, this needs to operate away from me – always keep that in mindJoin the Facebook Group
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Why did I start this?
Leaving previous employerNo LeadsContractual ObligationsHow do I do it?
It's in my to do listI have some habits that happen regularlyI have one-offs that happen when they need toA lead is never ignored or left to stagnateSome days it takes 5 minutes, other days it takes all day (it might be the only thing I do that day)How do I manage it?
Trailblazer FM – How to Manage LeadsI use ClickUp with a very similar approach to how Lee describes it.How you can begin...
Make a list of all customers you haven't spoken to in the last 3 months – and get in touch with some of them.Review your Google My Business InformationReview your website and make sure people CAN convert and contact you easilyPut your existing customers on an email list and start emailing them marketing / web type adviceWrite all your corporate social media posts for the next 30 days... Download the list of 50 from my website!
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Process:Pre-Discovery Session
Lead comes inBrief 20min phone call to validate lead / project – outcome is to present Discovery Session as next best step1 Page Agreement / Checkout for Discovery SessionPost Discovery Session:
SEO Health AuditCurrent Rankings ReportsBacklink Toxicity ReportTop Level KW ResearchCore Web Vitals / Speed ReportSEO Proposal Prepared
Document Templates:Proposal Template
Cover PageIntro Letter (personalised)Where do you currently Rank?How fast is your website?How healthy is your website?How many links does your website have?What should your website be ranking for?How to start ranking?What are the next steps?Investment (inc payment schedule)How do we get started? (Project Agreement)TermsAppendices (to full reports)
Links:SEOHive Scout ReportsSEOHive SEO Sales PresentationJoin the Facebook Group
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Process:Pre-Discovery Session
Lead comes inBrief 20min phone call to validate lead / project – outcome is to present Discovery Session as next best step1 Page Agreement / Checkout for Discovery SessionPost Discovery Session:
Project Specification Document PreparedProject Proposal PreparedProposal Delivery:
Proposal Call Booked AHEAD of sending proposalOn the morning of the call, send the proposal through Adobe SignHave the call, answer all questions, and ask for a signed document
Document Templates:Proposal Template
Cover PageIntro Letter (personalised)SnapshotBusiness Needs (aka Project Outcomes)Solution (overview – Spec document has full details)TimelineInvestment (inc payment schedule)Future considerationsHow do we get started? (Project Agreement)TermsSpecification Document
Cover PageThe Brief (in detail)Business RequirementsProject OutcomesDesign SpecificationDevelopment SpecificationTechnical RequirementsMilestonesJoin the Facebook Group
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The Importance of Internal FocusTreating Your Agency as Your Own Client: A Strategic Approach:Self-Assessment and Goal SettingImplementing Internal Marketing StrategiesThe Option of Outsourcing: When to Make Your Agency Someone Else's ClientBalancing Internal Focus and Client ResponsibilitiesJoin the Facebook Group
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As an agency, we need to take responsibility for the quality of leads we have coming through our doors.Having defined products and services is key to aligning yourself with the right clientsHaving a clear marketing process that guides clients is key to not wasting anyones time
Defining your products and servicesWhat you doWho you do it for
How does your marketing fitFunnel Mentality
Can you filter out those that are not suitable automatically?Can you filter out those that are not suitable quickly?Find your lowest common denominator - start thereThe create the filters that move in from that pointTry not to leave clients hanging... have referral partners in placeJoin the Facebook Group
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There are multiple levels of service that an agency can work on...
ClientsStaff and their dependantsThe ownerThe wider worldA business is only really a sustainable force when it can serve all four (OK, if you're content at being a solo-agency, then maybe not number 2).
Why is service important?
Differences for clients:Personalized ServiceProactive ServiceResponsive Service
Differences for staff:A safe placeSecurity in knowing they are contributing to a bigger picture, that in turn contributes back to themConfidence in bringing life in to work and knowing that the balance is the last way round.
Differences for the owner:FreedomSecurityWealth"Success" – whatever that looks like
Differences to the wider world:A legacyCommunity impactA positive footprint
Links: Roger EdwardsJoin the Facebook Group
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The Importance of Local Clients:1. Understanding the Market:Local clients operate in a market you’re inherently familiar with. As a part of the same community, you can understand their target audience better, as you share the same environment, culture, and trends.
As a Digital Agency, you often need to target marketing campaigns to specific local audiences. Being in the same locality as a client can provide invaluable insights into the tastes, preferences, and behaviours of local customers. This can be crucial for crafting effective SEO strategies, creating locally relevant content, or running targeted ad campaigns.
2. Face-to-Face Interactions:With local clients, you have the opportunity for face-to-face meetings, which can foster stronger relationships. These meetings can often lead to a deeper understanding of the client’s needs, more effective communication, and ultimately, more successful projects.
While its easy for digital agencies can work remotely with clients, face-to-face interactions can still be beneficial. Meeting in person can foster better understanding and collaboration, particularly during initial project scoping or strategy development phases where nuanced discussions can be more effectively held in person.
3. Building Trust:It’s often easier to build trust with local clients. Being part of the same community or area creates a sense of shared identity and mutual understanding, making it easier to establish credibility.
Trust is crucial for any client-agency relationship, but it’s especially important in the digital sphere where clients often need to entrust sensitive data and crucial aspects of their business to their agency. Being locally present can enhance a sense of trust and reliability.
4. Local Networking:Working with local clients often leads to better networking opportunities within your community. Local clients are more likely to refer you to other local businesses, increasing your client base.
Local networking is an excellent source of business for digital agencies. Attending local business events or joining local business associations can result in referrals and partnerships. A good reputation in local circles can significantly enhance an agency's client base. There does need to be a hint of caution with this, however. Some local networking events can become stagnant (essentially the same people meeting in the same room each meeting). Unless there is an active referral practice in place, be wary if networking groups don't contribute to your business within a few months – it might be time to move on.
5. Community Impact:Working with local clients often means you’re helping local businesses grow, which can have a positive impact on your community. This can enhance your agency’s reputation and lead to more local work.
Helping local businesses grow can elevate the reputation of a digital agency within a local area. Success stories can be more tangibly demonstrated and can serve as strong social proof for the effectiveness of an agency's digital strategies.
This can either be through some form or partnership or shared community effort with some of your clients, or by tapping in to a local need and contributing individually.
6. Faster Decision Making:In many cases, working with local clients can lead to quicker decision-making processes. Face-to-face meetings, shared working hours, and easier scheduling can speed up approvals and make project management more efficient. This is true for non-local clients too… sometimes a trip or a dedicated call can lead to faster decisions than
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Why Google Bard is better than ChatGPT for certain tasks:How ChatGPT and Bard are different:
ChatGPT
Database until Sept 2021Uses a volume of written text to understand and produce new output.Bard
Trained by a specific data set for conversationsMain goal is to provide simpler results than the SERPs and trigger conversations
Which tool is better for which tasks?ChatGPT:Better at writing.Stores previous conversations.Can share responses with others.Offers various plug-ins and integrations with popular sites and appsBard:Better for research.Can research current information such as recent events.Read and summarize webpages.
SEO Processes that Bard is best for:KW Research / Content IdeationContent AuditingTypes of contentContent Planning & StructureHeading compilationInternal LinkingExternal LinkingMeta information (Meta Titles & Descriptions)
LinksGoogle BardSurferSEOJoin the Facebook Group
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Agencies as a Commodity vs Marketing PartnerThe perception of an agency as a commodity service can have several negative impacts on its growth. Here are the key issues:
1. Price Competition: When a service is viewed as a commodity, the price often becomes the primary differentiator. This can lead to a race to the bottom in terms of pricing, squeezing margins, and reducing profitability.
2. Reduced Perceived Value: If an agency is perceived as a commodity, its unique selling points or unique aspects may be overlooked. The perception of value can decrease, causing clients to be less willing to engage or less loyal.
3. Difficulty Differentiating: In a commodity market, it's challenging to set yourself apart from competitors. Angela's agency may struggle to differentiate its services, resulting in lost potential clients to competitors who appear to offer the same services at a lower cost.
4. Limited Innovation: Commoditized markets often stifle innovation because of the relentless focus on cost-cutting. An agency might find it difficult to invest in new ideas, technologies, or processes that could actually improve service and client satisfaction in the long run.
5. Customer Loyalty and Retention: With services seen as interchangeable, customers may be less loyal and more likely to switch providers for minor price differences. This could lead to higher client churn rates and increased costs in attracting new clients.
6. Short-Term Relationships: If clients view the service as a commodity, they may not see the value in developing long-term partnerships. This can limit opportunities for repeat business and referrals, critical aspects of growth for many agencies.
Viewing contracts as business partnerships rather than commodities can have several beneficial impacts on an agency. Here are some of the key benefits:
1. Long-Term Relationships: Viewing clients as partners foster long-term relationships, which can lead to repeated business, referrals, and ultimately more stable and predictable income streams.
2. Improved Collaboration: When clients are viewed as partners, they're more likely to engage in collaborative and productive discussions that can lead to innovative solutions, better outcomes, and higher client satisfaction.
3. Better Understanding of Client Needs: Treating clients as partners typically involves a deeper dive into their business, allowing the agency better to understand their needs, challenges, and goals. This understanding can help the agency to provide more personalized, effective services.
4. Increased Trust and Loyalty: Partnership implies a certain level of trust and shared commitment. This can increase client loyalty and reduce client turnover.
5. Value-Add Services: With a better understanding of the client's business, the agency can more easily identify opportunities to add value beyond the specific terms of the contract, increasing the client's overall satisfaction and willingness to continue the relationship.
6. Enhanced Reputation: An agency known for treating clients as partners is likely to have a strong reputation in the industry, attracting more potential clients.
7. Reduced Price Sensitivity: Clients who feel they have a partnership with the agency are likely to see the value of the services provided beyond just the cost. This can reduce price sensitivity and increase the potential for higher profitability.
8. Shared
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Sales that drive growth aren't incidental – they come about through a persistent drive to build a business. (Get the 50 business development ideas you can use every day).
Savvy business owners know that all business is an investment. Their profit is a direct multiplication of what they put in. So they ask the question "What's in it for me?" If you can answer that, you'll make sales. If you can't, you won't.
To be clear, I'm not talking about giving away complete strategies or "free work" for clients, but I am talking about understanding the potential BEFORE you approach a client, and presenting the opportunity to them in such a way that they understand what could be in it for them from the outset.
This is often far easier to do with existing clients to upsell them on to new products or services as you understand their business model already, there will be a learning curve for any new client, but even utilising tools like CHatGPT can help you run audits in seconds – and that's exactly what SEOHive's Scout Reports and Local SEO Audits are designed to do.
Any client that isn't interested in the opportunity (or who is just going through the motions) probably isn't a great client in the long run – you may do a project, maybe 2, but they won't be a long-term client.
So, what is the opportunity your clients are looking for?
Search position?Sales?Enquiries?What's their average conversion rate? If you can ascertain that, then you can literally forecast from spend to return.
Example:
A client receives an average of 1000 website visits per day.They receive around 35 enquiries per day for their service.Of those enquiries, 60% become quotes, and they close about half of all quotes.So from the 1000 visits, they get 21 quotes and close 10-11 of them.It goes to stand then, that if they can increase their traffic of the same quality by 100% (so 2000 visits per day) that would lead to 42 quotes per day, and 21-22 confirmed orders.
If they can 10x their traffic then that would be 210 quotes per day and 105 orders.
So without improving anything but traffic, you can demonstrate a return.
These are the numbers that help clients make investment decisions – are you selling through presenting the opportunity? If not, why not?
Check out SEOHive's Scout Reports and Local SEO Audit if you'd like to present SEO opportunities to your clients with a view to increasing your MRR.
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Part 2 of a mini-series about User Generated Content – go back and check out episode 160 about what UGC is, how to create a UGC strategy and how agencies can help clients with UGC as a service.
The benefits of these tools are where the efficiencies lie for agencies. It's the tools that make this process scalable so you can sell it to 100+ clients and know you'll get reliable results for all of them.
NB: I'm not suggesting you use ALL these tools, but explore the options that will work for your agency and your process. AI tools are just like any other tool - don't pay for something if you're not going to meaningfully use it.
Key AI tools to note (most of these are for brand monitoring, social media management and content curation):
TINT is a social content aggregator that helps agencies collect, curate, and share UGC from across social media. TINT uses AI to automatically tag and categorize content, making it easy for agencies to find the right content for their campaigns. TINT also provides analytics on UGC performance, so agencies can track the impact of their campaigns. Nosto (formerly Stackla) is a user-generated content (UGC) management and marketing platform that uses AI to discover and curate online content. It can assist in selecting high-quality UGC, tracking how UGC influences conversions, and understanding which content resonates best with your audience. Social Native is a platform that helps agencies collect and showcase UGC on their website and social media channels. Social Native uses AI to automatically tag and categorize content, and it also provides analytics on UGC performance. Crowdfire is a social media management platform that helps agencies track and analyze their social media performance. Crowdfire also provides tools for scheduling posts, engaging with followers, and running contests. Crowdfire's AI-powered tools can help agencies find and curate UGC, and they can also help agencies track the performance of their UGC campaigns. Sprout Social is another social media management platform that helps agencies track and analyze their social media performance. Sprout Social also provides tools for scheduling posts, engaging with followers, and running contests. Sprout Social's AI-powered tools can help agencies find and curate UGC, and they can also help agencies track the performance of their UGC campaigns. Yotpo: Yotpo is an eCommerce marketing platform that allows you to collect, curate, and manage UGC such as reviews, photos, and Q&A. Its AI capabilities can help in identifying trends, and can also assist in displaying the right content to the right customers at the right time. Canva's Content Planner: Though primarily a design tool, Canva's Content Planner feature uses AI to suggest the best times to post on various social media platforms, helping to maximize... -
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What is User Generated Content (UGC)Simply put, UGC is any content that is published online that is generated by your audience. Some of this may be autonomous, but businesses can also have a UGC strategy to help stimulate this content production.
It is good practice to showcase the best UGC your business can gather, which can have both an on-page and off-page influence on SEO.
What are the different types of UGC?UGC can include (but is not limited to):
Reviews and Testimonials: Users share their opinions, feedback, and experiences with a product, service, or brand. These can be in the form of written reviews, ratings, or video testimonials.Social Media Posts: Users create content on social media platforms, including text, images, videos, and hashtags related to a brand, event, or topic. This can include posts, stories, and comments.Blog Comments: Users engage with blog posts by leaving comments, sharing their thoughts, asking questions, or providing additional insights on the topic.User-Generated Videos: Users create and share videos related to a brand, product, or campaign. These can include unboxing videos, tutorials, reviews, or user-generated advertisements.Photos and Visual Content: Users share images, photographs, or visual content related to their experiences, products, or brand affiliations. This can be on social media platforms, image-sharing websites, or community forums.Forums and Discussion Boards: Users actively participate in online forums and discussion boards, sharing their knowledge, and insights, and answering questions related to specific topics or industries.Crowdsourced Content: Users contribute to collaborative projects or campaigns by submitting their own content. This can include artwork, photography, slogans, or ideas for contests or brand initiatives.Customer Stories and Case Studies: Users share their success stories, case studies, or testimonials highlighting how a product or service has benefited them.Q&A Platforms: Users provide answers, solutions, and insights on question-and-answer platforms like Quora or Reddit, addressing queries related to specific topics or industries.Podcasts and Video Interviews: Users participate in podcasts or video interviews, sharing their expertise, insights, or experiences on specific subjects or industries.
What things would a good UGC strategy cover?Define Objectives: Start by identifying clear objectives for your UGC strategy. Determine what you aim to achieve with user-generated content, such as increasing brand awareness, boosting engagement, driving conversions, or gathering customer testimonials.Identify Target Audience: Understand your target audience and their preferences. Identify the demographic, interests, and platforms where your audience is most active to tailor your UGC strategy accordingly.Choose UGC Platforms: Determine the platforms where you want to encourage and showcase UGC. This could include social media platforms, review websites, dedicated community forums, or even your own website or app.Encourage UGC: Create opportunities and incentives for users to contribute UGC. This could involve running contests, giveaways, or challenges, soliciting feedback and reviews, or providing prompts or creative inspiration to encourage content creation.Provide Clear Guidelines: Establish clear... -
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Setting the context – the agency where I found my feet
Working with Client ServicesWorking on BIG clientsOur agency was NOT a commodityThe problem – we see it all the time through SEOHive. Clients identify with what they can see and understand easily – that's why content retainers sell so well.
What doesn't sell so easily is the technical SEO and link outreach programs. That's because these items are far more unseen, so clients don't "get" them.
Bridging the Knowledge Gap:
Some of what we do is technical, and some (maybe most?) clients won't want to know or care how something works. BUT this devalues so much of whats involved in SEO.Unseen Actions can include:Keyword ResearchOn Page OptimisationsLink OutreachInternal Link BuildingHierarchy OptimisationSchema...How to communicate these things in a way that is easy for the client to understand.
Including a learning curve in your marketingCommunicate regularly – especially wins where they are unseenDrive your wins into firm results for the clients (sales, enquiries, etc).Don't use too much jargonProvide Reports to clients ahead of meetings so they can raise questionsMeet regularly (monthly)Provide summaries of key dataSend snippets of wins through each weekJoin the Facebook Group
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The challenge:
We're all exceptionally busy – and if doesn't matter if we're an agency of 1 or 100, we all need to make sure that items of work aren't forgotten, deadlines are hit, our company is marketed, the booked an payroll are done, invoices are sent and that we have some time for ourselves and our family.
The solution:
Whilst it may sound exceptionally boring, establishing effective routines means you can become more efficient and think about the output rather than the process. This also seriously helps with delegating if some of these routines include catch-ups.
Here's my predicament:
I run 2 businesses – that's two lots of staff, two lots of project management, two lots of sales and support, and two lots of everything!That also means everything is held in two places – we have separate project management systems.Here are my techniques:
Regular (weekly) catch-up meetings with core team membersWeekly planning of my week (generally on a Friday)Start up and shut down processesStartup: review the day, and what needs to be done firstShut down: check the day (what got done vs what didn't) and confirm the plan for tomorrowDo, Delegate, Delete <- as much as possible... this is for far more than emailOnly check email a few times a dayHave a separate communication channel for staff, but even then manage the notificationsPlan your social time/activities in if they encroach on your "normal working day"Have a "normal working day" (or days). Mine are:Monday: 9-5Tuesday 10-6:30Wednesday: 9-5Thursday: Either 9-5 or 10-4 + 8-10 (late call every other Thursday)Friday 10-3 (including no meetings)Calendar Blocking where necessaryHave SOPs for EVERYTHING.Software to help with this:
Project Management is in ClickUp for both companiesI run "personal" management through ToDoistiCal for CalendarTrialling Sunsama that is bringing everything task and date based together from across all three sources (agency, SEOHive and Personal)Newton for EMailSlack for Internal CommsJoin the Facebook Group
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Understanding Customer Experience in a Digital Agency Context:Explanation of customer experience (CX) and why it's important in the digital agency business. This includes marketing to new clients, servicing clients professionally and retaining / maintaining a lasting relationship with them.
The Five Strategies to Improve CX and Client Retention:Strategy 1: Improve Communication
Clear and regular communication is vital for any effective relationshipPractical tips to enhance communication with clients todayStrategy 2: Deliver On Promises
Always on promises and meet client expectations – this is not negotiableShare tips on how to ensure consistency in deliveryStrategy 3: Don't confuse clients (aka Simplify Technical Jargon)
Explain why simplifying technical jargon is essential for better CXOffer tips on how to simplify complex digital terms and conceptsStrategy 4: Regular Client Feedback
Discuss the importance of client feedbackPractical tips for setting up a feedback systemStrategy 5: Stay in touch!
Just because a client isn't on a retainer with doesn't mean they won't ever need your services again. Find ways to stay in touch with your past clients to remain top of mind and provide the easy opportunities to work together again.Share strategies for tailoring your approach to individual clients
Previous EpisodesGenerating Leads with the 1/9 RuleWhat to do with a Lead once you have oneJoin our Facebook Group!
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Why Local SEO:46% of all searches on Google include local intent24.4% of all clicks go to the first result of local business searches“Near me” mobile searches grew increased by 136% in 202256% of businesses haven't yet claimed their Google Business ProfileThe average timeframe to see ROI-positive results from Local SEO is 4.76 months
SEOHive's New Local SEO ServicePhase 1: Local SEO AuditsPhase 2: Local SEO Optimisations (Month 1)Including a full Local SEO Optimisation ChecklistPhase 3: Ongoing Local SEO Delivery (Month 2 Onwards)GBP Content CreationCitation SubmissionsReview Monitoring👉 Check out SEOHive's New Local SEO Plan
Use code retainfm for $50 off for 3 months!
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