Dipesh Pattni and Jamie Peach teamed up to provide a dual perspective talk at BrightonSEO 2016 on hoe Client/Agency relationships could be improved using a 4C's model they created.
3. The In-House Guy
Head of SEO at House of Fraser
• 8+ years SEO experience
• Half of that agency-side
• Manages a team of 8
• Plus 3 agency partners
Head of SEO & Content at PHD
• 8+ years SEO experience
• All of that agency-side
• Manages a team of 10
• 10+ clients on the roster
The Agency Guy
9. Map Your Negotiation Variables
Exclusivity
Contract
Length
Bonuses /
Penalties
Consultancy
Time
Deliverables
Price PR
Value-Adds
Physical
Presence
10. 13%
25%
36%
26%
26%
23%
14%
27%
46%
38% 33% 34%
5% 3% 5% 3%
9% 11% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
SEO Paid search Display advertising Social media
marketing
3 months or less 4-6 months 12 months 24 months Other
Source: UK Search Engine Marketing Benchmark Report 2014
Length of Agency Contracts
11. The Project vs. Retainer Model
Project Basis
•Less commitment
and risk for client
•Test agencies
•More focussed
•Budget uncertainty
Retainer Basis
•Less admin
•Guaranteed budget
•Strategic partner
development
•Economies of scale
12. Collaborative KPI Setting
What Success Looks Like
Are the KPIs achievable through the SOW?
Can the KPIs be effectively measured?
Has this been tested?
Are the KPIs aligned to business goals?
Are the right tools in place to provide
transparency of KPI reporting?
21. IMAGE 1 IMAGE 2
1. What does the word or/and picture mean to you?
2. What significance does of the word or picture in your life right
now
3. What thoughts and emotions arise when you look at the
picture/word?
4. What is the message it contains for you?
5. What actions does it make you want to take?
23. RACI Model: A process to stay clear
R
A
C
I
RESPONSIBLE
The person assigned to do the work
ACCOUNTABLE
The person who makes the final decision and has the
ultimate ownership
CONSULTED
The person who must be contacted before a decision or
action is taken
INFORMED
The person who must be informed that a decision or
action has been taken
24. How does it work…
Head of
Marketing
SEO
Manager
Head of
SEO
(Client)
Content
Manager
(Both)
Head of
SEO
(Agency)
SEO
Strategist
Keyword
Research
Technical
Site Audit
Meta Data
Client Agency
A C
I
C AI
I
R
R
R
A
A
A
C
28. Validating Together
Brand Values Alignment
Customer Segment Mapping
STEPPS Radar
Demand Validation
Competitor Analysis
Outreach Targets & Tactics
Is the idea on brand?
Who are we trying to reach?
Does the idea have virality?
Is there sufficient interest in the theme?
Has the idea been done before?
How will we promote the idea and to who?
36. Sell the whole story!
Problem Solution Result Learnings
What
challenge
are we
trying to
solve?
What did we
do to to
solve the
problem?
What was
the
outcome or
result?
What have
we learnt &
how can we
improve
further?
37. Challenge eachother to be better, with mutual understanding
Take time regularly to review how the relationship is going
Great client-agency partnerships extend beyond the office!
Key Takeaways