SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline
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CONSULTING LESSONS FROM THE FRONT LINE Neil Patel KISSmetrics Monday, May 20, 13
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Transcript of SearchLove Boston 2013_Neil Patel_Consulting Lessons from the Frontline
CONSULTING LESSONS FROM THE FRONT LINE
Neil PatelKISSmetrics
Monday, May 20, 13
@neilpatel #KISSmetrics
Monday, May 20, 13
DOING BUSINESS ON THE WEB FOR
10 YEARS
BEEN BOTH A CONSULTANT AND HAVE HIRED CONSULTANTS
Monday, May 20, 13
Make your customers happy!The lifeblood of your business is your customers. They interact with you and even pay you… Without them you wouldn’t be in business.
- What do your customers want?- How can you satisfy them?- Can you create a business?
“We asked ourselves what we wanted this company to stand for. We didn't want to just sell shoes. I wasn't even
into shoes, but I was passionate about customer
service.” Tony Hsieh
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LESSON #1
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Harder to gain clients, so keep them
ONLINE MARKETERS WITHWebsites
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Lets make customers happy
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GIVE THEM CALLSBiweekly!
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SURVEY
ARE YOUR CUSTOMERS HAPPY WITH YOUR WEEKLY CALLS?
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WEEKLY PROGRESSUpdates?
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PROGRESS UPDATES
WHAT DID YOU ACHIEVE THIS WEEK AND WHAT DIDN’T YOU ACHIEVE?
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WHAT ABOUT MONTHLYReports?
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MONTHLY REPORTS
WHAT WAS THE RESULTS OF YOUR WORK FOR THE MONTH?
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LESSON #2
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ROI!
$7.35COST PER SIGN UP
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What is User Experience?
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Create content
505POSTS
20,000COMMENTS
51INFOGRAPHICS
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WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSMonday, May 20, 13
WE’VE DESIGNED & MARKETED
OVER 50 INFOGRAPHICSMonday, May 20, 13
5KTweets
6KLikes
1Radio Show
CASE STUDY
HOW DO COLORS AFFECT PURCHASES?
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2kTweets
600Likes
300LinkedIn Shares
CASE STUDY
BOUNCE RATE DEMYSTIFIEDMonday, May 20, 13
2kTweets
1kLikes
366LinkedIn Shares
CASE STUDY
WHAT MAKES SOMEONE LEAVE A WEBSITE?
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What’s your ROI
#measure
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Don’t just track ROI, pitch ROI!Tracking a company’s ROI is one thing, but before you even accept them as a client you should pitch them how much money you can make them.
- Current traffic- Estimated increase- Conversion rate- Average revenue per sale- Profit magins
“Show me the money!”Jerry McGuire
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LESSON #3
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Creating and signing ideal contract
AnalysisWhat’s wrong?
$0Pricing options
Social proofTestimonials
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Prove yourself
WHO DID YOU WORK WITH?
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Include a FREE analysis
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Contract terms
OUT CLAUSEMILESTONE BASED
PACKAGESPRICING OPTIONS
1 YRAUTO-RENEWAL
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Assume you’ll be passed around
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LESSON #4
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You can’t run a SEO agency like a SEO
YOU NEED TO LEARNBusiness
≠
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Make deals happen
YOU NEED TO LEARN TONetwork
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What is User Experience?Optimize for happiness
WASTING MONEY WILLKill Your ROI
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Measure and optimize your businessFocus on actionable metrics for your business. It’s easy to drown in a sea of vanity metrics. Hone in on the metrics that matter based on your own specific business goals.
- Net Promoter Score- Churn- Average revenue per customer- Employee happiness- Profitability
“Be metrics driven and test a lot."
Mark Suster
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What is User Experience?Don’t be too greedy
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Build a culture you can be proud of
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LESSON #5
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Be an expert, not a jack of all trades
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Consulted 8 marketing agencies
49%INCREASE IN CUSTOMER HAPPINESS
37%INCREASE IN PROFITABILITY
61%INCREASE IN LTV
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What’s your niche?
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Be consistently awesome
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LESSON #6
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What is User Experience?In house VS consultants
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The best solution is the effective oneFigure out where your strengths and weaknesses lay in your organization. Then use consultants to fill in the gaps.
- Optimize for speed- Design for results- Remove bottlenecks- Reduce scope
“Efficiency is doing things right; effectiveness is doing
the right things.”Peter Drucker
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Who are your leaders?
EMAILSOCIALCONVERSION
AFFILIATE SEO PAID
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What is User Experience?Optimize for speed
LEADERS SPEEDThings Up
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LESSON #7
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Engineers need love!
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The easy route?
ENGINEERS LOVE BRIBES
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The better route
ReviewOpportunities
IdentifyOpportunities
Start GoldenMotion
Build
MeasureLearn
Share Learnings
from GoldenMotion
Use Feedbackto Improve
Process/Team
Vote Whereto Focus
Split intoTeams
GOLDEN MOTION PROCESS
ONE FOCUSEveryone has a Voice - Lean - Small Collaborative Teams
Data Informed - Continuous Improvement
THE LEAN STARTUP
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THANK YOU!
Neil Patelquicksprout.com
Monday, May 20, 13
