How to Sell SEO – Your Selling Guide to Closing the Deal
If you’re looking to dramatically improve the revenue of your agency by selling SEO services, you’re in luck as this guide will walk you through the best tips and tricks for closing the deal. After reading this guide, you’ll manage to implement these sales tactics confidently based on our experience of working with hundreds of agencies all over the world for the past two decades.
We’ll cover everything in this guide related to SEO services, how you can attract clients, what you should say on the phone, how you should price your services, and how you can close deals and keep clients. We will also cover the amount of SEO knowledge you must have to sell SEO services in the current market. The good news is that you don’t need to be an SEO mastermind to be successful and won’t require additional people to get your business up and running.
If you go about it the right way, it’s reasonable to suggest that you could be looking at doubling your revenue stream. Sounds good, right? Let’s get your SEO services rolling here.
Table of Contents
- 1.Why Selling SEO Services Shouldn’t be Hard
- 1.1 I Need to Understand SEO Completely to be Successful
- 1.2 Everything Must be Done In-House
- 2.Selling SEO Services 101: Everything You Need to Know
- 2.1 The SEO Process
- 2.2 The Background Check (Quick Website Analysis + Penalty Check)
- 2.3 What Are People Searching for? (Keyword Research)
- a. Easy Wins
- b. Content Gap Analysis
- 2.4 Dressing the Candidate (On-Page Optimization)
- 2.5 Getting Votes to Win the Election (Link Building)
- 3.The Best Ways to Sell SEO Services to Clients
- 3.1 Good Clients Vs. Bad Clients
- 3.2 Niche Down to Increase Conversions
- 4.The Different Types of Clients Who Require SEO Services
- 4.1 Local SEO Clients
- a. Google My Business
- b. Ranking in the ‘Local Pack’ & Maps
- c. Local Listings & NAP Citations
- d. Ranking Website Pages
- e. Local Reviews
- 4.2 eCommerce SEO Clients
- a. Content Creation and On-Page Optimization
- b. Blog Content
- c. Link Building
- 4.3 Online Businesses
- 5.Setting the Price – How Much Should You Charge Clients?
- 5.1 Start with Your Goals
- 5.2 Pricing Models for SEO
- 5.3 Recurring Revenues & Retainers
- 5.4 Using Link Profile Analysis to Give a Ballpark Figure
- a. Page Rank
- b. Domain Authority
- c. Content-Length
- d. Current Links Vs. Competitor Links
- e. Other Keywords
- 6.How to Generate More Clients and Close More Leads
- 6.1 Understand Customer Expectations
- 6.2 Get Them Hooked Early
- 6.3 Keep Hounding Your Leads
- 6.4 Develop A Process and Stick to It
- 6.5 Stay Positive and Be Realistic
- 6.6 Identify Your Unique Selling Point (USP)
- 6.7 Know Your Competition Inside and Out
- 6.8 Stick to Your Script
- 6.9 Look at the Numbers
- 6.10 Ask for the Sale
- 7.Pitching & Selling SEO Services
- 7.1 Prospecting
- a. Targeting Specific Industries
- b. Basic Category Search
- c. Yellow Page Advertisers
- d. List of Local Businesses
- 7.2 The Introduction
- 8.Keeping Your Clients – Reporting and Retention
- 8.1 Follow Up Post-Purchase
- 8.2 Progress Calls Every Month
- 8.3 Ensure Satisfaction after Fulfillment
- 8.4 Get Reviews
Why Selling SEO Services Shouldn’t be Hard
We will kick things off by showing you why selling SEO services is easier than you would think, and to do that, we’ll highlight the common misconceptions about selling SEO services first. Starting with:
I Need to Understand SEO Completely to be Successful
If you’re one of those individuals who think that they must know everything about search engine optimization before they can think about selling it, let us stop you right there. While it is true that knowledge of SEO does play a crucial role when it comes to selling SEO services, it’s not the end of the world. All you need is a basic grasp of the core principles of search engine optimization, so you know what exactly you’re selling to clients.
You need to know your product first; you need to understand how it works so that you can explain it to your clients. However, you don’t need to be an expert to sell SEO services to others. We think that knowing everything about SEO will have the opposite effect; you could shoot yourself in the foot by over-explaining things to your client and confusing them in the end.
Your job isn’t being an SEO expert; it is to translate SEO into an easy-to-understand description that you can pitch to your clients without overwhelming them with technical jargon. This way, you’ll be able to focus on painting the picture of how SEO will produce results that will help and empower their business. If you can do that properly, you’ll be well on your way to closing the deal.
Everything Must be Done In-House
We can understand why you would think that you don’t have the time or the resources to handle all the SEO work, but the best thing about SEO services is that you don’t need to do the work yourself. You can deliver exceptional quality SEO services to your clients by enlisting the help of a white label SEO service such as SEO Resellers Canada.
The term ‘White Label’ and ‘SEO Reseller’ refers to work that is done by another company on your behalf while the services are sold under your name. At SEO Resellers Canada, we have a bulk buyer program that is designed for our resellers.
Apart from not having to perform SEO work yourself in-house, white labelling SEO services allow you to focus on offering exceptional service to your clients by entrusting the work to professional SEO practitioners. We’ve designed our services for scalability and work with thousands of agencies all over the world.
Using a scalable solution allows you to sell SEO services to as many clients as you want without worrying about hiring or training employees. Your most precious commodity is time, and offering SEO services through white labelling allows you to focus on managing your clients. At the same time, experts handle all the SEO work for you, ensuring you meet your clients’ expectations.
Now that we’ve covered the common misconceptions about selling SEO services, we’ll get into what SEO knowledge you must have to close the deal successfully and start selling SEO services.
Selling SEO Services 101: Everything You Need to Know
Most small businesses think that just because they’ve put up a website, they don’t need to worry about attracting clients, as they will automatically start getting more sales. The reality is quite different as that simply won’t happen, and they’re more likely to scratch their heads on how they can get more people to visit their website.
After some digging, they’ll realize why they must optimize their website for search engines to start getting more visitors. That’s where you come into the picture as an SEO seller. Your clients are looking for more leads, more calls, more form fills, and more sales at the end of the day.
Getting their website to appear at the top of search engine results pages will improve their online visibility, ensure that more online users are driven to them, and they can get ‘more’ of what they want. There’s no denying that SEO has a major impact on the number of people visiting a website.
Even though it is a technical practice in most respects, SEO isn’t complicated and is something that everyone can understand. To put it simply, SEO helps get more traffic to your client’s website and will help it show prominently on the search engine results page.
The SEO Process
To make it easier for you to understand, we will define the basics of the SEO process and highlight its major components. These include the following:
- Initial audit
- Keyword research
- On-Page optimization
- Link building
We’re going to cover each component in detail because you must understand the SEO process so you can accurately explain how it all works to your clients.
The Background Check (Quick Website Analysis + Penalty Check)
Most clients only have the bare minimum amount of SEO optimization done on their websites. In contrast, others have ended up paying for sub-par SEO in the past, resulting in over-optimization of their website. You must start things off by auditing the website of your client to check for any penalties caused by outdated or inferior SEO strategies.
That will include checking on things like too many low-quality links pointing to the website, duplicated and low-quality content on the website, past penalties, and over-optimization for targeted keywords. This step is very important as it shows how much SEO work their website requires.
That will help you avoid signing clients whose websites are going to be an uphill battle when it comes to ranking. It will also help the client understand how much it’s going to cost to fix their website, and the figure may well exceed their budget.
What Are People Searching for? (Keyword Research)
After determining that there aren’t any underlying issues, you’ll want to perform keyword research to find the right keywords to target. This research can be done in several ways:
· Easy Wins
The best way to find relevant keywords is to look at what the website is already ranking for, starting from positions 4 to 30. You’ll see the keywords Google is ranking the website on, but these aren’t the top-ranking keywords that people are searching for in your industry.
· Content Gap Analysis
You can also conduct a content gap analysis by looking at keywords that your competitor is ranking for, but the client’s website hasn’t targeted yet. Once you find these keywords, you can easily get ideas for new content or plan how you can re-optimize your existing content.
Dressing the Candidate (On-Page Optimization)
It’s impossible to rank a website if Google doesn’t know what the website is about. That is where On-Page Optimization comes into the picture. It consists of optimizing the content on every page of the website by including relevant content and keywords that tell readers and search engines what the page is all about. This step also involves optimizing the URLs, meta-descriptions, title tags, images, H1s, internal links, and content.
Getting Votes to Win the Election (Link Building)
Backlinks and links pointing to a website are one of the most powerful signals for Google rankings. Links that are pointing to your website are just like ‘votes’ for your website, and more links on the website give it greater weight when it comes to search engine rankings.
However, you should know that not all votes are equal because a link from an authority domain such as USA Today or Forbes is going to carry more weight than a small blog. The good news is that you can acquire links in various ways, which include:
- Editorial placements
- Guest blogs from blogger outreach
- Local directories
- Social profiles
You must focus on building high-quality links correctly to avoid being penalized by Google. There are several updates released by Google every year, and you must remain up-to-date with the ever-changing world of search engine optimization.
These were some of the basics that you should know to explain the SEO process to prospective customers and your clients.
The Best Ways to Sell SEO Services to Clients
Selling SEO services isn’t that hard in this day-and-age as everyone needs them, and businesses are scrambling left and right to find high-quality SEO sellers. However, as an SEO seller, you must know how to differentiate between clients: the good ones and the bad ones. Here is what you should know:
Good Clients vs. Bad Clients
There are several agencies selling SEO services for $100/month or less, but this only involves basic title tag adjustments on the website. That’s not bad as it is still better than nothing, but it’s not going to make much difference for a business in a competitive industry.
If you’re selling SEO services at rates this low, you’re going to need to manage a lot of clients simultaneously to increase your revenue. That’s easier said than done. The ideal situation would be to attract clients with bigger budgets who will contribute significantly to your revenue and bottom line.
Niche Down to Increase Conversions
Nothing is stopping you from offering your SEO services to everyone, but we would recommend taking another approach that involves niching down and selling SEO services to a specific industry. But why niche down? If you put yourself in your client’s shoes, you’ll notice that there are plenty of options available to them when it comes to choosing SEO services in the market.
When you promote and market yourself as an industry specialist for their specific niche, you instantly gain more credibility as you’re indicating that you’re offering specialist services designed for their business in their niche specifically. Niching down to cater to industries such as heavy equipment rental, real estate, or all-inclusive getaways can help you charge more and deliver more value.
You’ll also understand the industry, the trending keywords, typical client issues, and get a competitive advantage over other SEO companies. If you’ve not selected a niche, the best course of action would be to go after your most profitable and best clients. You may have several questions such as:
- Where can you find more clients like that?
- What conferences should you sponsor?
- Can you target them on Facebook?
One of the biggest reasons why you should niche down is that it can significantly increase sales conversions for your SEO company.
The Different Types of Clients Who Require SEO Services
We’ll take some time to discuss some of the most typical clients you’re going to come across when selling SEO services. Every customer requires different SEO, but you can plan to target a few customer avatars. These include:
Local SEO Clients
The objective of Local SEO is to get your client to appear whenever someone searches for their services in a geographically localized search. These may include brick-and-mortar businesses and service area businesses.
The most common searches for these clients will be a general contractor (city name) or plumber ‘near me.’ Some considerations you will need to keep in mind when selling to Local SEO clients include:
· Google My Business
A Google business listing is something most clients ignore, and it’s an easy service to offer, making it easier for your clients’ businesses to appear in the Map Pack.
· Ranking in the ‘Local Pack’ & Maps
When Google considers someone’s search intent as looking for a local business, it will bring up local listings in the form of address, business name, or location on a map.
· Local Listings & NAP Citations
Signals generated by listing the business of a client in directories such as Yellow Pages and Yelp offer additional cues to Google.
· Ranking Website Pages
These will be the top results in Google that will appear organically for any search term based on authority.
· Local Reviews
Online local business reviews have a big impact on local SEO, but what counts is the quantity of the reviews, the rate at which they are posted, and the diversity of where they will appear on Facebook, Yelp, Google, and other platforms like TripAdvisor.
eCommerce SEO Clients
Online or E-commerce stores are great targets for SEO clients because ranking their pages will provide you with massive returns on your investment. However, there are some things you should consider before selling SEO services to eCommerce clients.
· Content Creation and On-Page Optimization
Most eCommerce stores don’t have content on their product pages, so the most demanded service would involve creating unique product descriptions for them.
· Blog Content
Adding content to the blog of an eCommerce store will help the website rank for more keywords and acquire more links since people prefer linking to articles than products.
· Link Building
Acquiring links from manufacturers, guest posts linking to the blog, review blogs, and setting up internal links are all good strategies for eCommerce stores.
For most online businesses, the best course of action is to go with a content and link building strategy to get them the right results. You must understand the differences in every client type category along with the individual business.
All clients are unique, but understanding the various facets of every client type and implementing a successful SEO strategy for every lead will get you the results you want. There are several SEO products that you can sell to these clients to improve the search engine optimization of their website.
Setting the Price – How Much Should You Charge Clients?
Now, we come to the question you’ve been waiting for since the start of this piece: How much should you charge your clients for SEO services? Setting the price isn’t easy because there are several things you must consider, and we’re going to walk you through them. Here’s how you go about setting the price for your SEO services.
Start with Your Goals
The first step towards setting the price for your SEO services is by highlighting what your business goals are, which will give you the answer to what your monthly income is going to be from selling SEO. To calculate your monthly income, you’ll need to multiply:
Number of Clients X Price X Profit Margin = Revenue Generated
There isn’t a standard rate for SEO services, but the results you provide to your clients should exceed whatever they are paying you. If you know this crucial aspect, you can identify your profit goals easily. At SEO Resellers Canada, our SEO services are specifically designed to be sold for white label purposes.
Most SEO agencies will charge clients from 2X to 4X of your costs by white labelling with us, and the price can be justified by additional services provided and client management. If you’re looking to scale SEO services, you may require help to manage clients, and you’ll also need to factor in a percentage of the commission structure based on your calculations in this case.
Once these details are established, you will want to create a pricing model that works for your SEO services.
Pricing Models for SEO
We recommend packaged based SEO and productized services since we believe that a package-based pricing structure is the best pricing model for closing deals. It’s what we sell and what our white label clients are selling. SEO is confusing because it is a multi-faceted practice, and when you simplify the services into a well-defined and clear packaged structure, it helps close deals.
At SEO Resellers Canada, we sell individual services for link building, on-page optimization, content creation, and other SEO products. Clients who understand SEO will pick and choose these individualized services to create their SEO strategy, but we prefer selling a combination of services. Package-based pricing gives you the flexibility to sell a single package, recurring packages, or multiple packages on a contract or retainer.
Recurring Revenues & Retainers
In our experience, when you’re running a full SEO campaign, you should set your goal to start seeing results around the 2 to 3-month mark, and setting up expectations upfront will give you enough time to deliver results. Commonly, clients who don’t have much success with SEO tend to give up if they don’t see immediate results.
That is impossible when it comes to SEO because a one-off SEO strategy isn’t going to be successful. Google wants to see consistency in the website’s efforts to become an authority, and building monthly is going to provide you with higher success rates.
Using Link Profile Analysis to Give a Ballpark Figure
Most clients will come to you and ask how much money it would take to rank #1 for a specific keyword? That’s a difficult question to answer because SEO doesn’t work this way anymore, and there are several factors you should consider including:
· Page Rank
What type of page is Google ranking for the keyword? Will this page ever rank? Are there any tools, product pages, ultimate guides, blog articles?
· Domain Authority
What’s the overall domain authority for the websites that are ranked in the top positions?
Studies have shown that longer content ranks better, so you need to check if the page has enough content.
· Current Links Vs. Competitor Links
How many links are you starting with? How many links do the top-ranking page have?
· Other Keywords
Sometimes a page won’t just rank for one keyword, as it can rank for hundreds or thousands. How are these keywords integrated into the page?
After all that, it’s still helpful to analyze what it would take to rank on one page for a couple of keywords. One of the most important factors in the ranking is backlinks to a page, which is why you should also look at the number of backlinks to the website on page 1 of Google for a specific keyword.
You can then multiply the average number of backlinks by the average link cost to get an estimate. After that, you can add your margin and divide by the number of months it took to achieve that result. For example, let’s assume that the average number of backlinks it took to rank on one page is 50.
Link Costs: 50 links X $100 per link = $5,000 total campaign cost
Agency Margin: $5,000 X 2 months = $10,000 (client cost)
Months to Achieve the Result: $10,000 / 6 months = $1,600 per month
That shows your client a realistic idea of what it is going to cost them. You will not only be building links on this page and may include on-page optimization, adding more content to the page, and getting higher authority links that cost more, so don’t forget to factor that in as well.
We don’t recommend promising specific results such as form fills, keyword rankings, number of calls, etc. as there are too many factors involved. However, if your clients ask you specific questions, it’s a methodology that will give you an idea of what you should tell them if their budget is in the ballpark.
That will not only instil confidence in the client in a realistic manner but will allow you to show them where they stand concerning their competition. It will also help you justify your prices.
How to Generate More Clients and Close More Leads
Generating SEO leads online isn’t easy, and if it were, you wouldn’t be reading this guide to learn how to sell SEO and close more leads. There is a massive demand for SEO clients today, and businesses are spending bucket loads of money to try and rank organically in SERPs. This development has resulted in the cost per click (CPC) for AdWords going through the roof.
So, if you’re paying $10 per click and only 1 out of 20 visitors is converting, it means that a single SEO lead is costing your business around $200. If you close 1 out of 5 leads, it will cost you $1,000 to sign a new client. If you’re charging thousands of dollars a month, you may cover your costs for the short-term. However, it’s not a sustainable business model, and the costs are going to catch up with you eventually.
SEO lead generation isn’t easy, which is one of the main reasons why we have come out with this comprehensive guide that will not only help you generate more clients but will also help you close more leads than you ever were before. To help you get started, here are some tips on how to generate more clients and close leads when selling SEO:
Understand Customer Expectations
The best way to obtain a high close ratio is to understand your client’s expectations and then providing them with the solutions they desperately want. That will mean becoming an excellent listener and not trying to dominate the conversation. You must be willing to listen, reassure, and respond to the concerns and expectations of your clients to better serve them.
When you let the client do all the talking, you will get more information on what they require and can then offer them ideal solutions. For instance, a client might share that they are not happy with the content produced by their current SEO provider, and their website has failed to rank in SERPs.
You can adjust your services to their specific concerns by telling them you only use professional writers and not cheap outsourced content. You can also address your confirmation policy and let them know that your company replies to all emails within 24 hours and phone calls within 12 hours so they will feel more comfortable. That’s because you will be addressing their concerns directly during the first communication.
Get Them Hooked Early
Don’t wait around when an SEO lead comes in, get on their number straight away because you’re not the only SEO company that they have contacted. You may not close the deal instantly, but you can get their attention and get them thinking about your company as a serious option.
If you’re only calling SEO leads at certain times during the day, you should adjust your traffic. So, if you’re running Facebook Ads or Google AdWords, you can schedule ads to only run during the times when you can contact inbound leads instantly. If a lead comes in and no one contacts them for several hours, your contact ratio is going to drop significantly.
You should also make it a priority to be vigilant when it comes to following leads as the person signing on is probably going to be the business owner, and they don’t have much time to take calls. So, if you want their attention, you should contact them early morning since most business owners are not that busy during the early hours of the day.
Keep Hounding Your Leads
You shouldn’t give up on a potential lead just because they seem disinterested or because they are window-shopping. We can tell you from first-hand experience that it takes several phone calls, emails and follow-ups before a lead is ready to be closed, especially with SEO as there is so much misinformation spread around in the industry.
Most people are scared when you mention the word ‘SEO’ in front of them, which is because they don’t understand it completely and think it is worthless. To close a lead successfully, you must hound them and give them the right information to convert them. That will require spending time to educate them properly before they are ready to close.
Develop A Process and Stick to It
One of the most important things is to stay organized and on top of your game to be successful at closing leads. A lead generation system will also help you track all your contacts, and help you keep notes about what you’ve already discussed with every lead. That requires proper organization and a process so that you’re not rushing and treating every lead differently.
You need to call your leads instantly, update their status in the CRM, and keep updated notes. You may even want to import your leads straight into your CRM and get email notifications every time you get a new lead. You should be doing this from the beginning as that will ensure your team members can easily distribute and scale leads easily.
Stay Positive and Be Realistic
The most important thing you should know about when it comes to closing leads is that you’re not going to be closing all your leads. No SEO company closes 100% of their leads, and yours isn’t going to be an exception, no matter how well you organize your process. People tend to lose interest and choose other options, which is something you have no control over.
Some SEO agencies will tell potential clients what they want to hear just to close the deal, but most of them fail to deliver on their promises. Some leads just want to hear you promise them that you’ll rank them #1 for a specific keyword and make ridiculous promises to get the sale done. However, in our experience, it is bad for a business to make false promises to customers as they will come and bite you in the backside later when these customers leave negative reviews about your SEO services.
Identify Your Unique Selling Point (USP)
Do you know what sets your SEO company apart from all the rest in the industry? You’ll need to ensure that you identify this and communicate it to your leads, so they start trusting you. Most people don’t have any clue about what SEO is as the only thing they are concerned with are results. They will let you worry about the SEO rankings, which puts you into a strong position when dealing with such clients.
Your job here is not to take advantage of clients but educate them about what is realistically possible with your SEO services. You don’t need to cover all the specifics, but just give them an overview of how you are going to work for them to ensure they don’t end up choosing your competitor over you.
Tell them about any special perks, such as a free onsite review or a backlink audit, to sweeten the deal for them and show them that you’re interested in helping them. You should highlight everything that sets you apart from others and allows you to serve your clients better when selling SEO services.
Know Your Competition Inside and Out
To understand what sets you apart, you must have a deep understanding of your competition. Try and find out everything about your competition. Do they sell pre-packaged services? Are they offering custom SEO? Do they want their clients to sign long-term contracts? Having such information puts you in a very strong position when it comes to closing leads.
If a client is hesitant to sign up with your SEO services, you can talk to them and convince them of how you’re the only SEO company that is offering generic SEO packages at better rates. You can easily deter them from joining your competitor if you already know what they are offering to clients to gain the upper hand and convince them to choose you.
Stick to Your Script
You shouldn’t be robotic in your script when talking to prospects as that is off-putting and transmits the wrong message. You should know your script by heart so that you’re not fumbling around for answers, and it’s best to have an outline that you are following. Concentrate on asking questions, so that most of the talking is done by the prospect.
You should highlight your experience and why your company has had massive success as a leading SEO agency while mentioning some of your big achievements should also get them noticing you. Don’t ask silly questions and focus on asking questions that will inform you about what the client wants. You also want to know if the potential lead is worth your time, so ask them how much they have spent on marketing and advertising over the past year.
If they claim that they only spent $500 and your SEO services are starting at $2,000 a month, it’s unlikely that they are going to have the budget to hire your services.
Look at the Numbers
You should keep an eye on the close-ratio for your traffic source because an overall blended average isn’t going to help you improve your closing. You must spend the time to track all conversions so that you have detailed information on how many prospects you are closing on average.
Ask for the Sale
Don’t be afraid to ask for the sale because delaying isn’t going to get you anywhere, and you must do everything in your power to close the sale. You must have the right mentality to go for the kill as the only reason the prospects are talking to you is that they are interested.
You may not get the answer you wanted, but at least you will not be wasting your time pursuing leads that are not going to convert. It will also see your ratio increase because it transmits professionalism on your part to get the deal done without wasting the time of the prospect.
If you’ve struggled with selling or closing SEO services and are looking for pointers that will make it easier for you to close the deal and transform the bottom line, you’ve come to the right place. We have prepared this guide by offering you a proven sales pitch template and process that is guaranteed to help you win more business than ever before.
So, let’s not waste any time and get started with understanding the process that you should implement when you’re selling SEO services to clients. The SEO selling process involves developing a list of high-value prospects, making proper and appropriate introductions, and persuading them to buy your services. Let’s get started with the essentials first:
We start with prospecting, which is a crucial task because without clients, who will you sell your SEO services to in the market? Small businesses must have an online presence and know-how to leverage digital marketing tactics that will improve their online visibility and drive traffic to their brick-and-mortar stores and locations. The only challenge standing in their way is that most small businesses don’t have the time to invest in learning inbound marketing and SEO. They will either fumble with the less-optimized presence or choose to hire someone to do all the work for them.
Your goal should be to find people who don’t have an optimized presence online and help them understand what you can do to impact their businesses. That will involve discussing a smart SEO strategy that not only attracts but convinces your prospects that they need your services. Finding the right clients or people to target when selling SEO services isn’t that hard as there are hundreds of businesses with poor online optimization on the internet.
You can make things easier for yourself by using some of these tactics to build a strong prospecting list to pitch and sell your SEO services. These include:
· Targeting Specific Industries
You must analyze the performance of your business and look for patterns that clearly show which industries you have had success selling your SEO services to. For instance, if you find that 45% of your clients are dentists and the remaining 55% are scattered across different industries, it shows that you’ve naturally built-up a specialized expertise in helping dentists succeed with your SEO services.
You’re already selling SEO services to dentists with great success, but now you can tailor your prospecting techniques to sell SEO services to dentists.
· Basic Category Search
Determine the category that interests you or is in an area that you are interested in focusing and conduct a basic category plus location in search engines. An example would be ‘plumber New York,’ ‘lawyer Chicago,’ and ‘Architect Los Angeles.’ Doing so will give you a list of businesses in that category who are ranking on the second and third page of Google.
These are the businesses that are going to benefit from your SEO services, and you can help improve their online visibility and SEO rankings with your services.
· Yellow Page Advertisers
You don’t need to be advertising on Yellow Pages, but you can still take some pointers about clients who need SEO services from there. Most established businesses with big advertising budgets choose to advertise in Yellow Pages and ads here can cost anywhere from hundreds of dollars to thousands of dollars depending on the placement, location, and size of the advertisement.
These are marketing dollars that you can compete with, and you should check the online visibility, directory listings, and social media profiles of such businesses. Some small businesses also choose to spend thousands of dollars on advertising in Yellow Pages but don’t have an optimized online presence, and you can use this insight to create a high-value list of prospects.
· List of Local Businesses
Search for lists of businesses in your area, and you will find plenty of names in Yelp, Angie’s List, the Chamber of Commerce, Google+, and ServiceMaster. You should use these websites to browse through lists by category and compile your prospects lists. These methods will help you find clients who need your help the most because poorly performing businesses in search engines are identified easily. These are the businesses on the 3rd and 4th pages of Google and have limited visibility in directories.
You can build your prospects list based on your assessment of their SEO performance potential and save their contact information with preliminary notes on the prospect and their potential. The best thing about this process is that you can scale it up and down. You can also use it for one-on-one prospecting. For larger companies, you can assign one person to build a deep pipeline while another person focuses on selling them your SEO services.
After you’ve established the list of clients who are in dire need of effective SEO services, you should focus on how you will approach them. Prioritize the list and reach out to prospects through email, as that is still considered to be the best way to get information to reach potential clients.
Crafting an effective email is an integral part of the SEO sales process as it is the first step in building trust and confidence with the prospect. Open with an intriguing and relevant subject line as you want to grab their attention with a statistic or a question. You can even highlight something about the prospect’s current SEO program and how you can improve it further.
You must be authentic and transparent because it’s all about establishing your credibility, and they will only consider your SEO services if they are sold on you as an SEO seller. You should ensure that your email has your signature and is credible and professional in every way since the email is what will convince your prospect to sit down with you in person or over the phone to hear your pitch.
Keeping Your Clients – Reporting and Retention
There’s nothing worse for a client than seeing their SEO service provider falling off the face of the earth after selling them your SEO services. To keep the confidence of your clients and get future orders, it’s important that you ensure their satisfaction post-purchase. Here’s how you should go about keeping your clients:
Follow Up Post-Purchase
You should not wait until the end of their first-month to follow-up with your client, and it’s better to call them a week after the sale. That allows you to check-in, lets them know their campaigns have been launched and answer any questions they have regarding your SEO services.
By waiting till the end of the month, the client has forgotten nearly everything you discussed with them about SEO. You’ll find yourself reselling the SEO services you just sold them and explaining what you are doing for them.
Progress Calls Every Month
Don’t forget to call and check in with your clients monthly as that builds a solid channel of communication with your clients and shows that you care about their success. Track the work every month to show them what you’ve done and the effect it has had on their overall performance.
You can start doing that by charting the backlinks and position changes of their website in search and keeping a production log of all the work that is done.
Ensure Satisfaction after Fulfillment
In the business of selling SEO, your end-goal should be ensuring client satisfaction and fulfilment, which is why we highlighted setting the right expectations for your clients beforehand. However, you are bound to come across unsatisfied customers as you can’t please everyone. There are always going to be people who wanted more from your SEO services, and it’s better to manage their expectations.
Your reputation for delivering stellar SEO services is worth more than keeping money from a customer who isn’t satisfied with your services no matter what you do. You shouldn’t lose faith in all customers just because of a few disgruntled clients and continue offering great support every step of the way. If they express their dissatisfaction, you should clear any misconceptions that they have about SEO and show them what is realistically possible.
Every time you deliver a package for your clients, you should ask them to rate your services by sending them a link in an email. That gives you the chance to interpret the standard of your services and intercept disgruntled clients before they leave a public review.
The more positive reviews you can get for your services, the better your chances of prospects trusting you to deliver quality SEO services. When it comes to reviews, you shouldn’t hesitate to ask clients, and most of them won’t leave a review unless you prompt them.
So, that is everything that you should know about closing the deal and selling SEO to clients. We hope that this guide has been a real eye-opener for those businesses that are struggling to sell SEO. All you need is thorough prep work that increases your SEO and selling knowledge, acquire more leads, and close them. Selling SEO will not only help transform your business but expand your earning potential and fatten your bottom line.
The beautiful thing about that is you don’t need to do all the work because even if you have no experience with SEO, we are confident you will only need a few weeks to set up your operation. Keep in mind that as an SEO reseller for SEO Resellers Canada, you will get access to special bonuses that come with our bulk buyer program.
So, if you’re ready to start selling SEO, don’t waste your time and book a meeting with us right now! We would love nothing better than to help you close the deal and sell SEO!