Make your pitch perfect, using competitive and emotional intelligence - SEOZONE

@Alextachalova

Make your pitch perfect, usingCompetitive and Emotional

Intelligence

@Alextachalova

@Alextachalova

What is the best for your business

Logic or Emotions?

@Alextachalova

@Alextachalova@Alextachalova

Forbes Interview with Janet Crawford:

What’s better for business: Logic or

Emotion?

http://bit.ly/forbes_emotions

Until my world collapsedStory 1

@Alextachalova

“Usually, when I write, I’m thrilled if it gets 50 views for the next day”

http://inbound.org/post/view/my-content-only-went-viral-after-my-world-collapsed

Nathan T. BakerContent Marketing Specialist at Raven Tools

Isn’t good enoughStory 2

@Alextachalova@Alextachalova

One day they received a call

http://www.slideshare.net/LiamHughes4/getting-client-buyin

@Alextachalova

Emotions start the relationship.

Data closes the deal.

@Alextachalova

@Alextachalova

The Best Leads Channels

@Alextachalova

Wor

f-of-m

outh

Org

anic

traffi

c

Offl

ine

Even

ts

Paid

Tra

ffic

Dedi

cate

d Le

ad G

ener

ati...

SMM

Tra

ffic

Onl

ine

Even

ts

Oth

er

01020304050607080 %

@Alextachalova

The Average Customers LTV

@Alextachalova

1-2

year

s

3-5

year

s

7+ y

ears

5-7

year

s

9-12

mon

ths

3-5

mon

ths

6-9

mon

ths

less

than

1 m

onth

05

10152025303540 %

@Alextachalova

Make your customers feel Special

@Alextachalova

@Alextachalova

Small favors cost nothing, but change attitude towards you

dramatically

@Alextachalova

@Alextachalova

A case from my life

@Alextachalova

Restaurant Research

X = 3%2 X = 14

%23%

X =?

1

https://www.youtube.com/watch?v=cFdCzN7RYbw

@Alextachalova

Use the power of Personalization!

@Alextachalova

@Alextachalova

Adding Data about your clients on your site

@Alextachalova

@Alextachalova

Holiday Greetings!

@Alextachalova

@Alextachalova

Sending small gifts and swag!

@Alextachalova

@Alextachalova

A little hand written “thank you” note

@Alextachalova

@Alextachalova

Social Media listening

@Alextachalova

@Alextachalova

Video Calling

@Alextachalova

@Alextachalova

Real life Meetings

@Alextachalova

@Alextachalova

Why do I need Apple Watch?

@Alextachalova

System 1 – Yes/No

System 2 – Justification

@Alextachalova

The most common reasons of lost deals

@Alextachalova

Pric

e

Clie

nt w

asn'

t abl

e to

...

Tim

e

Oth

er

Com

petiti

on

Lack

of n

eede

d se

rvic

es

010203040506070 %

@Alextachalova

Use this strategy to speed up:

@Alextachalova

1. Conversion to paying customers2. Increase the % of conversions

@Alextachalova@Alextachalova

@Alextachalova

How to make them aware?

@Alextachalova

• Find and Point out

• Organize and Present

• Analyze your results

@Alextachalova

Tools Agencies use to pitch clients

@Alextachalova

Moz

SEMrush

Searc

hmetrics

Raven Tools

Scream

ingFrog

Others

Buzzsumo

Ahrefs

Majesti

c

Deepcrawl

Proprietar

y software

Cognitive

SEO

SERPWoo

SpyF

u

RivalIQ

010203040506070

All Regions

@Alextachalova

SEMrush

@Alextachalova

Missed Opportunities

Your site

@Alextachalova

SERPstat

@Alextachalova

It’s an issue!

@Alextachalova

Searchmetrics

@Alextachalova

Below the industry average metric!

@Alextachalova

SEOmonitor

@Alextachalova

I’ll charge less!

@Alextachalova

Horizon

@Alextachalova

You have less than 7% of market!

@Alextachalova

PI Datametrics

@Alextachalova

Your SEO visibility below the average in industry!

@Alextachalova

Raven Tools

@Alextachalova

Ouch! It’s not a positive trend

@Alextachalova

Buzzsumo

@Alextachalova

Your competitor invests in content!

@Alextachalova

Ahrefs

@Alextachalova

Your competitor’s content generates

links!

@Alextachalova

SimilarWeb

@Alextachalova

You have an issue with PR!

@Alextachalova

MOZ

@Alextachalova

Your brand is weak!

@Alextachalova

RivalIQ

@Alextachalova

You don’t use all channels!

@Alextachalova

Why Prebuilt Templates?

@Alextachalova

• Time• Being more effective• Branding• Tracking results

@Alextachalova

The Popularity of Prebuilt Templates

@AlextachalovaYes No

0

10

20

30

40

50

60

70

80

All Regions

@Alextachalova

Tip!

@Alextachalova

Organize them based on a specific client profile and most important needs of that specific client

@Alextachalova

Tracking results: Usage of CRM system

@AlextachalovaYes No

0

10

20

30

40

50

60

70

All Regions

@Alextachalova

Tracking results: Usage of CRM system

@AlextachalovaYes No

0

10

20

30

40

50

60

70

All Regions

@Alextachalova

Non-stop process of improvements

@Alextachalova

@Alextachalova

Emotions and Data – Combined

@Alextachalova

Emotional Intelligence:

• Builds and prolongs our relationship with clients

Competitive Intelligence:

• Speeds up conversion to paying customers and increase % of “closed won” deals

@Alextachalova

Thank you!

@Alextachalova

@AlexTachalova

bit.ly/alex-linkedin

Facebook.com/alexandra.tachalova

[email protected]

Alextachalova.com