Quick and easy tips you can do today to help improve your customer communication

Want to know how to manage, communicate and coordinate with SEO clients more effectively? Whether you are on the side of the SEO agency or work in-house, effective client communication is a must.

That’s why LSG Senior Director of Operations Tessa Voecks recently spoke with Aleyda Solis on Aleyda’s Crawling Mondays podcast to discuss the topic and provide some quick tips for more effective communication, management and coordination with clients. During the conversation, they covered a number of quick tips and tactics, including:

  • Big mistakes in customer handling
  • The building blocks of successful customer management
  • Choosing the frequency and means of communication of the SEO client
  • The best SEO communication tools
  • Final tips for SEO management

You can also watch the full episode recording and recap here!

Big mistakes in customer handling

  • Understand how and when to say “no” to customers

As tempting as it may be, there’s no need to say “Yes!” to anything a customer requests, especially when it’s out of scope. It can be easy to default to doing what the customer wants rather than positioning yourself as an expert who can advise the customer on priorities. However, this can be bad for you and your client’s success as this can distract them from achieving their ultimate goals.

This error can be mediated by understanding their budget and using that information to drive scope and priorities. This is best achieved by communicating customer expectations throughout the entire process, from the initial sales consultation to the project management process.

This way the client is clear about how you are helping them achieve their ultimate goals and what it takes to get there without being distracted by things that can compromise your ability to achieve those goals.

The overarching theme here is communication, communicating early and fast, setting expectations, validating what has been said in the sales process, and really I think what a lot of people are missing is not overpromising what you’re going to do . Keep things simple and that way you can always surprise people, but never disappoint.

—Tessa Voecks, senior director of operations

The building blocks of successful customer management

  • Using detailed reports to show how you are helping your customers
  • Use your reports to tell a story for the client

It’s important to update customers with insights into what you’re doing, but providing them with detailed reports without proper context can be problematic.

It’s worth taking the time to analyze what the reports mean and show them progress on the KPIs they care about and why they matter, which starts with communicating clearly what they are.

For example, you might be reporting on site traffic, keyword positions, and brand visibility, but they might only be interested in your ROI and what you’re actually doing for them.

Choosing the frequency and means of communication of the SEO client

  • While it depends on the customer and needs, a weekly email update is a good best practice

How often you communicate with clients can vary based on the type of work you’re doing, their preferences, and how connected they are to your project management system.

For example, it might be overkill to have bi-weekly updates when the output is more monthly and unlikely to produce results in the meantime. Also, if they can see everything that’s happening in the project management system, it might also be less helpful to have a high meeting frequency about what’s happening.

That said, a best practice might be to send them a weekly email about what we’re working on and what we’ve done as a heads up to make sure everyone is on the same page.

The best SEO communication tools

  • Slack – A communication tool
  • ClickUp – Project Management Tool
  • Concept – Documentation tool

ClickUp is a great project management tool and helps you keep your customer data organized. LSG has what we call our “client information center” so we can keep all your assets, project notes, meeting notes, sales notes and all associated tasks. It also allows customers to comment and ask questions, as well as stay informed of what’s happening in real-time.

Slack is also a very effective tool for internal communication which allows our remote agency to quickly exchange messages, files and stay in touch.

Additionally, LSG uses Notion for process documentation, however, unlike previous tools, we only use it internally.

Final tips for SEO management

Clear and effective communication is critical to client coordination and can take many forms. For example, documenting updates and calls, as well as providing a summary of what was discussed, is a great best practice. This gives you a record to refer to that reduces confusion on projects with many moving parts and increases clarity on progress.

Another recommendation is to tailor reports to show and explain the impact of implementations and how they impact the big picture for the client’s business goals.

No matter what tools you use or how often you communicate with customers, make sure you can correctly address what you are doing and why it matters to their priorities.

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