While there are hundreds of charlatans slinging SEO and social media services to millions of unsuspecting business owners, there are thousands of great professionals out there grinding it out and moving needles. A common theme among freelancers and agencies is that they get results, but they’re not able to properly articulate those results for their customers. Thus, great agencies lose customers.
I have personally met my fair share of search engine optimization experts that are impressive in their knowledge, ability, and dedication. How is it that these people struggle to renew contracts?
As we reach our 300th annual customer, a common theme of our ownership meetings rings through my head.
Two things matter: Results, and our customer’s perception of those results.
It’s true. The best marketers in the world have lost customers, and if you asked them, one of the biggest reasons for their failure was that they didn’t properly layout the KPIs before beginning the project and they failed to properly report on the results.
Whether you’re new to freelancing or thinking about starting an Internet marketing agency, the greatest piece of advice that I can offer you is to make sure that you drive results and articulate those results so that you paint a picture for your customer. No amount of graphs or charts will impress your customer. However, if you can paint a picture that illustrates the value that you bring to their business, then you will have a customer for life.