HOW DO I SELL SEO SERVICES

Matthew Carter
Hello friends, my name is Matthew Carter. I’m a professional link builder for a large SEO agency in New York City.

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PORTFOLIO

The best way to ask for client testimonials is by adding the client on Linkedin and asking for recommendations.

If you are building your own website from WordPress or another WYSIWYG editor, use a site-wide page widget (one that appears on every page of the site). And feature testimonials there so they are clearly visible to any visitors that land on your website.

For instance, you need help from content writers and web designers to create optimized websites for your clients. You may need to hire other SEO experts in your company to handle all the clients’ projects.

6. Be a Thought Leader.

Working with professionals will help you build a reputable brand and respond to diverse client needs.

Stay updated on the latest SEO strategies in your field and in other fields as well.

Whether you want to create a diverse portfolio with clients in every industry or you want to focus on niche areas, having case studies to back up your marketing narrative is crucial. And whether you’re a freelancer starting off on your own or a small agency on the rise, proof of the pudding is a must.

Avoid the hard-sell and put more energy into building your brand and online reputation over time. Becoming an SEO thought-leader really will help your services sell themselves. It just takes a lot of time and perseverance.

Remember that every sales communication you make should reflect your value proposition. Your value proposition needs to explain WHY your service is useful and HOW your service can benefit the target customer.

The long-term strategy will help you hone your sales ability in the future. So it really is worth the extra work.

How to Sell SEO Services to Local Businesses.

Having informative articles (such as ‘How to’ articles, list articles, news articles, and opinion pieces) to share regularly on your social channels will make you an important social media figure.

But there’s certainly an art to how to sell SEO services in this day and age. In an era when email inboxes are inundated with noise, where devices and technology are constantly connected, and phones are vibrating every five seconds, sales need to be a sophisticated process.

Cold emailing can be bothersome for many businesses. And with time being the most valuable commodity for most companies, many sales emails end up being deleted and ignored. So it’s important to perfect your email template and refine your process.

Getting your name and brand out there requires a good social strategy. Digital marketing and social media go hand in hand, so it’s important to have a presence on multiple platforms.

2. Partner with Other Professionals.

Bring up these issues and explain to the client how you intend to address the issues. This brings us to another important tip on how to sell SEO services.

You are likely to meet and engage experts on such platforms. Be proactive in reaching out and building relationships with other SEO experts that can help you improve your performance.

SEO services are in demand across all industries. Business owners are quick to reach their clients on all platforms.

Elena had a lot more to say about how to sell SEO services to local businesses. This will be an interesting read for SMEs.

Hence, you must test each strategy to determine if it works for your company.

Reputation management helps to improve service quality, for example, and link building via involvement in the community can aid with brand building and visibility. If you carry out digital PR to help build local back links, you may spend some time generating local media coverage which can increase footfall in store.

Conduct competitor research ahead of your presentation so that you can show how your prospect’s competitors are performing. Explain what they’re doing right to be in their position, then share what you’ll do differently (or the same but better) to beat them. Small business owners will know their competitors well, and the emotional satisfaction of beating them is a powerful incentive that can help you to sell your expert SEO services.

As an agency, this can make selling your local SEO services to small business owners very difficult. Knowing how to sell SEO services can make the difference between a bungled pitch and getting a client for life. An opportunity does exist however within the field of local SEO. While it isn’t as sheer a cliff face to climb as the main search results, ranking for local search is getting harder. There are two core reasons for this;

While it’s fair to say that the mechanics of a successful local SEO campaign are similar no matter the client (creating local content, link building, building citations) your sales prospect doesn’t want to feel like they’re one of a conveyor belt of clients.

For digital marketing agencies like yours, this gives you a great deal of leverage when it comes to selling SEO services to local businesses.

7. Provide report examples.

Read on for our top tips to refine your local SEO sales strategy and grow your client list.

Many of the activities you’ll need to conduct to boost local SEO will have secondary benefits for your client. Take the time to walk through each of the benefits of local SEO so they appreciate the value for money and usefulness of your service.

It’s no longer easy for businesses to successfully execute their own local search campaigns but it’s also impossible to ignore. As Search Engine Land columnist Jayson DeMers says,

Instead, focus on things that you can deliver—such as how much contact time your client can expect, how many reports they’ll receive and how many man hours you’ll spend working on their campaign. Provide projects and forecasts if appropriate but ensure you caveat those predictions with an explanation of why those rankings aren’t guaranteed.

“Once you’ve managed to get a potential customer on the phone, you might feel under pressure to talk quickly and give them as much information as you can. You want them to know what you do and how you can ‘help’ them, after all! “But in fact, all you’re doing is overloading that person with information before you know much about them. This is a real frustration for business owners—and an instant turn-off. “Business owners know a ton more about their business and market than you probably do. So you need to encourage them to tell you about their business, their customers, their competitors, and the challenges they face. Then, you can use this information to showcase your knowledge and tailor your services to meet their individual needs.”

BrightLocal’s Myles Anderson advises saying less and listening more:

There is nothing worse than working hard to sign a new client only to have to explain a few weeks in that what the client is expecting from you is vastly different to what you’ve actually sold them. Avoid this by being upfront about that fact that local SEO is a marathon, not a sprint before contracts are signed. You can do it quickly, which will return short-lived results, or you can invest in it on an ongoing basis, and see better and more stable results in the long run.

The trick here is to focus on achievable, realistic results. SEO results can’t be guaranteed—Google tells businesses to be wary of SEOs guaranteeing positions so if this is a practice you’re guilty of, it might be time to adjust your entire sales strategy.

You can turn this to your advantage by having client testimonials relevant to your prospect ready to share. Businesses want to see what you’ve achieved for firms like them when trying to gauge what value you might bring to their organization. Sharing testimonials and case studies from clients in the same industry and the same local area shows that you’re comfortable with the job at hand and capable of making a difference. It also demonstrates that you understand their business sector and location and suggests you can hit the ground running if they commission your services.

10. Pinpoint their competitors’ strengths and weaknesses.

“Now that the internet has become the primary source consumers turn to for local business information, not showing up in local search is tantamount to professional suicide.”

Showcasing your expertise via your blog will likely help you to build your lead pipeline, but you can also pass specific post links to prospects as they relate to questions and topics discussed during the pitch and presentation stages. If, for example, your lead asks about reviews and this is a topic covered on your blog, you have a great excuse to follow up your meeting with a helpful email linking the prospect to your blog post.

Shutting up and letting your prospect speak helps you to get to know your potential client quickly. From observing rather than leading the conversation, you should be able to gauge their level of expertise, their pain points, and their objectives. Armed with this knowledge, you can create a tailored pitch that really strikes a chord.

Demonstrate knowledge of the business’ location in person. You’ll likely be focusing on their local area throughout much of the optimization process so it’s good to show that you have an understanding of the foibles of that particular area. This might include referencing local competitors or picking up on an incorrect address listing.

It can be frustrating from a client’s perspective to see regular debits coming out of the account but very little progress in terms of rankings first off, so along with making secondary benefits clear, being transparent about timeframes from the outset sets the stage for a happier client relationship before a contract is signed.

This is a chance to show added value, too, by highlighting analysis and recommendations along with reports. It’s very easy for people to just log into Google Analytics and work their way through the results there, so it’s key that you indicate the additional expertise that your reports bring to the table. Bear in mind that your competitors may well be doing the same, so you have to make sure these first reports are stuffed with the best insights you can offer.

How to Sell SEO Services to Local Businesses.

Google advises businesses seeking an SEO agency to ask questions such as:

Selling your SEO services to local business owners can be a long process. It involves highlighting why you are the best marketer for the job and backing this claim up with real facts and figures. Being able to demonstrate your expertise will help you to land new SEO clients, but you must also consider a number of other actions.

There is an abundance of statistics and quotes from seasoned experts which highlight the importance of local SEO services. Source a crop of compelling figures to include in your presentations to underline the value of what you’re selling. Data from authoritative third parties adds credibility, authority, and trustworthiness to your pitch. Try these to get started:

As an SEO agency, you won’t need any convincing when it comes to the importance of content, but are you using your blog to offer advice specifically related to local SEO? If not, create a content plan which focuses on local SEO topics. HubSpot’s pillar and cluster approach to content creation will be useful here. It makes it easier to create both overview and detailed posts around local SEO subjects, especially when you’re too busy delivering results to clients to spend a lot of time on content.

We all know that competition for the top spot on Google is intense, and for some industries it may not be realistic to expect that a small business client will ever reach the highest echelons of the SERPs. A local mom and pop store is unlikely to ever accrue enough SEO juice to topple a behemoth like Amazon or Walmart for the terms they want, for example.

This is especially important if your client has been burned by SEO agencies in the past. Providing report examples not only helps to paint a clearer picture of your service, it also demonstrates accountability which can swing the pitch in your favor.

There’s hardly a single area of local SEO that doesn’t have a positive knock-on effect elsewhere, so be sure to communicate these to your clients with examples during your pitch.

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