Selling SEO isn't one-size-fits-all. The approach that resonates with a small business owner will likely fall flat with a marketing head or another SEO professional. Understanding your audience is key to closing deals and building successful client relationships. This article breaks down how to effectively sell SEO services to three distinct client types.
1. Selling SEO to Business Owners: Focus on Results
When speaking with small business owners or shareholders, remember they are primarily concerned with the bottom line. They juggle numerous responsibilities and aren't interested in the technical intricacies of SEO. Forget jargon like "domain rating," "technical audits," or "backlink counts." Instead, speak their language: results, leads, and ROI.
- Highlight the Return: Frame your pitch around how SEO will directly impact their business growth. Explain that investing X amount will likely yield X amount back in increased business.
- Keep it Simple: Avoid deep dives into SEO specifics. Business owners want to know what SEO can do for them, not how it works.
- Broaden Your Service Scope: Small business owners are open to solutions that drive business growth. Consider offering complementary services like paid advertising or social media management alongside SEO to maximize results.
- Focus on Business Outcomes: Emphasize how SEO will generate more business and provide a tangible return on their investment.
2. Selling SEO to Heads of Marketing: Emphasize Strategy & Reporting
Marketing heads and similar roles (like Heads of Operations or Project Managers) often have some SEO understanding. They're seeking external partners to execute their digital strategy, perhaps lacking in-house SEO expertise. While results are important, they need to understand how you'll achieve them.
- Strategic Approach: Focus on your overall SEO strategy. Outline the key areas you'll address, such as content, link building, and technical SEO.
- High-Level Overview: Skip the granular details. Heads of marketing are interested in the big picture and how your strategy aligns with their marketing objectives.
- Reporting is Crucial: These clients need data to demonstrate SEO performance internally. Highlight your reporting process and the metrics you'll track. This allows them to integrate your reports into their own internal communications.
- Build Confidence: Your strategic approach and clear reporting will reassure them that they've chosen a knowledgeable and reliable SEO partner.
3. Selling SEO to Other SEOs: Speak Deliverables & Features
Selling to other SEO professionals is a different ballgame altogether. They are already experts and aren't swayed by generic promises of "results" or high-level strategies. They need specifics.
- Itemized Tasks & Deliverables: Speak in concrete terms about the services you offer. Detail the number of backlinks (and their DR), content pieces, page optimizations, and site audits included in your packages.
- Feature-Focused Language: Use precise SEO terminology. SEOs understand and value terms like DR, DA, technical SEO, and content optimization.
- Service-Specific Selling: SEOs often seek to outsource specific SEO tasks. Clearly define the services you provide and the deliverables associated with each.
The Sales Pyramid: Benefits, Strategy, Features
Think of selling SEO like an inverted pyramid:
- Top (Business Owners): Sell benefits – the overall positive outcomes for their business.
- Middle (Heads of Marketing): Sell strategy – your planned approach and reporting mechanisms.
- Bottom (SEO Professionals): Sell features – the specific, itemized services and deliverables.
By tailoring your sales approach to each client type, you'll significantly improve your closing rate and build stronger, more effective client relationships.
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