Organic search accounts for nearly half of all traffic- that’s 5 times more than the traffic driven by social networks combined. Even so, many budget executives are hesitant to pull the trigger on a search engine optimization campaign. It’s only fair to want to see some concrete evidence that the return on their investment will be worth the expense, but unfortunately, that conclusive proof can be difficult to provide.
This often leaves SEO firms in the position of having to prove their methods work without the resources to actually employ them effectively. Without the budget, it’s very tough to demonstrate ROI, especially in the timeframe that management would like to see. It’s a catch-22 that virtually every search engine optimization firm deals with on a regular basis.
There’s no way to guarantee that the budget holder is going to choose to make an initial investment in their SEO, but we’d like to share a three-step approach to give you the best chance of landing that client.
1. Explain the Nature of the Beast
To you, it’s probably a given that any good search engine optimization campaign is a marathon, not a sprint. You understand that results are difficult to package into a neat and tidy plan with a deadline. However, the executive you are talking to is probably accustomed to other marketing methods where the ROI is immediately measurable, like email campaigns or traditional offline marketing.
Before you can address the Catch-22 of SEO investment, you’ll probably have to explain it. By teaching your potential client about the nature of SEO – that seeing an ROI requires resources and time – you can help them to set realistic expectations.
2. Use Measurements the Client Cares About
The next step is to show your potential client the untapped market potential that they could take advantage of through improvements in search engine ranking. Excel has a number of helpful tools you can utilize to determine potential search opportunities. This allows you to show management what percentage of traffic they are missing out on and how that traffic could translate into revenue.
However, a lot of executives will look at graphs and charts and respond with skepticism. To a budget holder or marketing manager, this might look like little more than posturing. That’s why it’s essential to clearly state what you will accomplish – in monetary terms that the budget holder will appreciate – in a period of 3 months. Yes, it’s a risk. However, it could be argued that it’s just as much of a risk to boast about the market potential without providing anything concrete. This is the very reason many executives choose not to hire a search engine optimization firm.
3. Make it Happen
Once you get commitment, the heat is on. Do whatever you can to show the growth you promised, even if it means using some methods you might not normally consider, like handling some writing in-house or doing responsible link-building.
When the 3 month trial is up, show your client what you accomplished, once again using metrics they care about. Then, project what you could accomplish in 6, 9, and 12 months. The fine line to walk here is enough conservatism that you can actually get close to the numbers you project coupled with enough aggression to keep your budget holder’s interest.
Risk a Little, Gain a Client
When it comes down to it, showing a potential client that you can actually do something tangible for them is as or more important than showing them the market potential. Your budget holder has to be impressed by the possibility and convinced you can get them there. It requires a bit of risk on your part, but I’m willing to bet you’ll be more likely to get the commitment and the necessary budget.
