Dealing with challenging clients is one of the many struggles you’ll encounter when running your own SEO/marketing company. But just because you have a few tough cookies to work with doesn’t mean you can’t turn the situation to your advantage. Learning to navigate the needs of more difficult projects can help you grow if done so properly.
Our white label SEO company, Digital Marketing Blueprint, has years of experience working with every type of business in a wide range of settings. We want to share some of our insight with you, so below you’ll find some tips to help you manage more difficult clients and come out ahead.
Explain the timescale before signing an agreement
One of the major mistakes companies in the SEO industry make is they sign clients to the company while providing the client with a false understanding of the SEO industry. Many believe they can get results within days, but oftentimes lasting campaign results take months to achieve. Make sure the client is aware of the timeline before agreeing to a deal.
If you have a client that wants to abandon a more organic, long-term adaptive SEO approach, then try suggesting a pay-per-click (PPC) campaign that will generate some quick results. Although they likely won’t see a change overnight, PPC advertising is a clearer way for clients to see the direct connection between their marketing and adaptive SEO investment and the revenue these plans generate. Just be sure that after they’ve gotten a taste of success, you push them towards more long-term strategies that will ultimately create higher rankings.
Educate to overcome hostility
Some clients may be hostile to the idea of SEO or working with a white label SEO company. Oftentimes the boss has signed the company up for a campaign but the managers underneath him don’t see the value in the process. Make sure you show the clear numbers behind the importance of an effective SEO strategy. Even the most hostile client can be won over with tangible returns.
It’s also helpful to go over every aspect of the marketing/SEO plan you’ve developed for the client to ensure they know exactly what they’re getting, and why. Explaining the tools you’re going to implement is a good start.
- Link Building: Make sure your client knows that when it comes to internal linking within their on-page content or blogs, it’s always about the quality of the links, not the quantity. This means solid content on every page.
- Keywords: Explain to clients how your white label SEO company chooses keywords and generates long-term growth by exploiting niches in their market or competition.
- Website Audits: For clients with more expansive websites, communicate to them that it’s necessary to take a comprehensive look at their site’s structure. This is to enable your team to assess its internal-linking capabilities and delete duplicate content, in addition to making it more accessible to search engines.
- On-Page Optimization: This is where the content creation team gets to shine. Explain to clients that one of the best ways to generate long-term results is by creating on-page content that is unique but also keyword-rich to keep it in Google’s good graces.
Simplify Your Terminology
Not every business owner is going to be well-versed in adaptive SEO marketing and white label strategies, so adapting your terminology for the layperson will often go a long way. Remember, you’re the expert here, not them, so simplify things. Make sure that the client feels comfortable asking questions at any time.
Developing an SEO basics guide for less knowledgeable clients can also be a useful tool, enabling them to educate themselves on their own time, rather than feel overwhelmed during meetings with your team. Terms like “white hat” and “black hat” will be much easier to digest after the client has had a bit of time to read up on things.
Direct them to your resources and show your results
SEO company leaders often run into clients who think they know how to run their SEO campaigns effectively. While it’s important that you don’t immediately shut down their ideas, you should try to take the time to point them toward your resources and explain why you’re using a specific strategy for their particular campaign.
Illustrating how a particular campaign or strategy has been successful is also important. Any positive data you can share with more difficult clients to show them their investment in your services is generating results is essential. Use conversion metrics to demonstrate successful website sales, completed forms, and blog posts that have been read. Doing so will give them something tangible from the campaign to look at.
Avoid clients that focus on black hat strategies
Nowadays, it’s becoming increasingly difficult to fool search engines with keyword stuffing and other black hat techniques. It’s important to explain to potential clients that these type of things will do more harm than good, flagging their website to be penalized by Google, effectively destroying an SEO campaign before it even starts. For these types of clients, try to switch the focus to white hat strategies that hold greater value.
Some of the most beneficial white hat strategies include PPC, adaptive SEO, content syndication, and social media marketing. Again, if they’re hesitant to create a plan with these tactics, be prepared to show them some of your successful campaigns and illustrate the benefits of implementing long-term SEO solutions to generate higher rankings.
Display the value of working with your white label SEO company
Don’t be shy when it comes to sharing your success stories and background. These are the things that will win over more difficult clients. If you can demonstrate that your team is an expert in the field of adaptive SEO and marketing, the more confidence they’ll have in your ability.
Keeping abreast of current technology and industry best practices, either by undergoing recertification or investing in professional development is also beneficial. Communicate with your client that your team has the ability to perform a host of in-depth services, including things such as:
- Implementing a personalized SEO plan designed to provide maximum results while still staying true to the company’s goals and aims.
- Understanding technical implications and site-wide structural changes.
- Demonstrating intimate knowledge of a client’s competition and tools for leveling the playing field.
- Explaining the importance of web design and developing both a user-friendly homepage and mobile site.
- Staying up-to-date with the latest analytics and Google algorithm changes.
Include your clients as much as possible
Some business owners like to feel that they have control over every aspect of the company, even if they’re not SEO or marketing experts, so try and include them in the decision-making process whenever possible. Develop an atmosphere of openness and make them feel like their working together with your team to come up with innovative solutions.
Even going as far as giving them a few simple tasks to undertake themselves, such as promoting their website, fixing minor bugs, and content creation can go a long way in strengthening your relationship. Having them take the reins on smaller projects can help them save a bit of money, making them more amenable to creating a long-term relationship with your team.
Let our white label SEO company handle your difficult clients!
Digital Marketing Blueprint is one of the leading white label SEO companies in the marketplace. We’re equipped to handle everything from PPC advertising to in-depth marketing strategies and consulting services. No job is too big or small for our team, so contact us today to learn more about affordable adaptive SEO and marketing solutions.