When it comes to a business’s ability to rank first on the internet and grab the attention of new customers, there is no one size fits all strategy for branding a business. If you’re thinking about how your business could benefit from partnering with an SEO or marketing firm that has the potential to increase your underperforming KPIs, you’ll need to set clear goals up front on everything you need to know. your business needs if you want the agency to deliver. your expectations in the short and long term.
Here are 11 tips, courtesy of Fast Company Board of Directors members, to help leaders get a better return on their investment.
1. EVALUATE YOUR KPIs.
It’s really critical to make sure you have the right KPIs that relate to the business outcomes you’re looking to support. Making sure you’re focusing on the core web vitals, growing unbranded organic sessions, and growing relevant root domains that link to you are three great places to start. – Blake DeCola, brados
2. BE CLEAR ON EXPECTATIONS.
Set clear, clear expectations that all parties agree on. When business leaders unilaterally set certain expectations and goals, they will more often than not fail to meet them. But by getting a marketing or SEO firm on board and coming to a consensus on expectations together, you suddenly gain the essential element of accountability. – Lance Tyson, Tyson Group
3. FOCUS ON BECOMING MOBILE-FRIENDLY.
Some key points for leaders to remember when working with SEO or marketing companies are to ensure that any changes made are mobile-friendly. Search engines pay a lot of attention to a company’s ranking in terms of mobile friendliness. Second, when deploying ads, make sure the people the agency is targeting in the ads also get personalized treatment on your site. This leads to a huge improvement in conversions. – Abhimanu Kumar, Causal funnel
4. CREATE AN UP-TO-DATE METRICS DASHBOARD.
It all comes down to setting clear expectations about the KPIs you are looking to improve. Once these are agreed upon, you should ask the marketing company to create a dashboard with current metrics and update progress weekly or monthly. This will create transparency and allow you to see if efforts are working. – Andrew Miller, Agorapulse
5. IMPLEMENT YOUTUBE STRATEGIES.
Make sure YouTube is part of the strategy, and if not, find a partner who can help you find the right influencers and content creators to have relevant videos about your brand and product. The long-tail search value of content will ensure that performance KPIs are not only met, but also exceeded over time. If you see where Google is heading, it’s a visually optimized experience with videos or images. – Jessica Thorpe, gen.video
6. ESTABLISH REFERENCES.
Whenever we are looking to improve existing KPIs to see if there has been a noticeable improvement, we always start with benchmarking. Once we know where we are today, if we can see improvement tomorrow from that baseline, then we know we have a business worth its weight in gold. – Tyrone Foster, Investnet, LLC
7. INQUIRE FIRST.
There is an abundance of information out there to educate you on the fundamentals. Invest time to understand, ask questions when reports are unclear, and ultimately challenge the KPIs that are being tracked. Make sure these are KPIs, not just impressive numbers. – Liza Streiff, Knopman scores financial training
8. OFFER BONUS INCENTIVES.
I am in favor of structures where everyone shares the success. That’s why I like companies that offer incentive bonuses at every level of employee. I am also a fan of agency financial relationships with incentive structures. Aligning your agency fees with bonuses to achieve measured goals is a great way to ensure everyone is as motivated as you are to achieve your KPIs.
9. CAPTURE CURRENT DATA PERFORMANCE LEVELS.
Prepare a very strong case that captures current performance data for what works, what doesn’t and why. Explain what your qualitative and quantitative goals are and why you think they are achievable. Be specific about where you need SEO agency help and why. Carefully review the company and check several references. Evaluate them like you would evaluate a new recruit. – Amy Radin, Pragmatic Innovation Partners LLC
10. EXPLORE GOOGLE SEARCH FEATURES.
Google offers a feature that allows search campaigns to add or exclude specific postcodes to ensure you can target specific areas or restrict where you don’t have a physical footprint. For compliance reasons and to avoid discrimination, this feature cannot be used for housing, employment, or credit offers. – Chad Engelgau, Acxiom