New Client Management - #LinkaratiChat with Bill Sebald

Managing clients is one of the most difficult tasks SEOs face.

Onboarding new clients is a critical period, often defining the entire relationship, or at the very least setting a foundation.

So how do you manage new clients? How do you set proper expectations? What are red flags that signal trouble? What processes should you have in place? Can you graciously let a client go?

These were questions we posed in our latest #LinkaratiChat, featuring the wonderful Bill Sebald of Greenlane SEO.

Bill wrote one of my favorite posts to date on the importance of avoiding certain clients, and as the founder of a well-respected SEO agency he has plenty of insight to share about new client management.

Let's get into the breakdown of the chat, shall we?

Question One: What is your process for onboarding new clients?

No point in tiptoeing around the issue, right? Our first question right out of the gate asked what processes our participants used to onboard new clients. 

Bill led the chat.

@Linkarati A1: A needs analysis questionnaire. We ask new clients to complete. Several questions to pull out their details. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

@Linkarati A1: A follow up call to flesh out their answers. The questions need to go deep! #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

The first step in onboarding a new client is understanding their needs and setting proper goals, expectations, and KPIs.

@Linkarati A1: Gather project info from sales. Begin analysis, then schedule a call to confirm details and goals. #linkaratichat

— colbystream (@colbystream) November 10, 2015

A1: coordinate w/ sales to review proposal, client needs, new client phone call. Confirm expectations, goals, budget #LinkaratiChat

— Cory Collins (@Coryrcollins) November 10, 2015

Don't forget to establish a timeline, either. 

Set Up a face-face conversation, or Skype to understand the client's Product/Service/Goals. Outline 90-day process and AUDIT #LinkaratiChat

— John Gibbings (@JohnGibbings) November 10, 2015

...or ensure the campaign scope and goals are realistic.

A1: Figuring out what they want to gain from your work is critical as you have to determine if it is realistic or not. #linkaratichat

— Michael Hall (@allmikehall) November 10, 2015

During this onboarding process, keep an eye out for red flags.

Question Two: How do you qualify a prospective client? What's a definite red flag?

Not every client will be a perfect fit for your organization.

Sometimes another organzation will fit better — sometimes the client needs further education. Whatever the issue, it's important for agencies to ensure they understand the goals and expectations of a new client during the onboarding process. Otherwise, neither party will be happy. 

Here are some red flags we discussed in our chat. 

@Linkarati A2: Biggest red flag is unreal expectations. I set them straight, but if they buck, then I feel that is a huge. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

A2: When they say stuff like "my SEO guy says ______" or "My boss needs to see ROI in a month" #linkaratichat

— Thomas McMahon (@ThomasMcMahon14) November 10, 2015

A2: When they think their products are linkable assets #linkaratichat

— Thomas McMahon (@ThomasMcMahon14) November 10, 2015

@Linkarati A2: A few red flags: Need quick ROI. Say things like, "This is my last shot." Won't listen to advice. #linkaratichat

— colbystream (@colbystream) November 10, 2015

A2: Develop a thorough survey to understand their past strategies. If they were burned for links / content. What has changed? #LinkaratiChat

— John Gibbings (@JohnGibbings) November 10, 2015

Communication is key. It should be a relationship betwen the client and agency — if there's not mutual respect and communication, it's easy for a project to end poorly.  

Question Three: How do you amicably cut ties with a client if they're not a good fit?

Work at an agency long enough and you'll have a prospective client who just isn't a good fit. Could be their needs, expectations, budget, goals — for one reason or another, you can't meet their needs. 

What do you do in such a situation? Be honest — it's all you can do. 

@Linkarati A3: Honesty. I did this yesterday as a matter of fact. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

@Linkarati For us, recommendations weren't followed and was just difficult to continue building with little foundation. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

@Linkarati The "relationship" just wasn't working. It is a relationship. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

A3) Schedule a call, explain why it's not a good fit, you can either mend the relationship or the sever will be obvious #linkaratichat

— Devin (@DevDawg) November 10, 2015

A3: Its often a disconnect between what they want and what you can do. Detail what you *can* do then put it in their hands #linkaratichat

— Thomas McMahon (@ThomasMcMahon14) November 10, 2015

Be as honest & upfront. If they work w/ another SEO co & realise you were right, theres a way back ;) #LinkaratiChat https://t.co/Yi4F9xM9u5

— Tony Dimmock (@Tony_DWM) November 10, 2015

A3: Frame it so that they know you have their best interests in mind. Honesty. Don't dump them by just severing contact, etc. #linkaratichat

— Colin Eggleston (@DJColinSick) November 10, 2015

A3: If they're not ready for link building, point them to resources that'll help them get where we can help them #LinkaratiChat

— Kate Smith (@SmittyQ14) November 10, 2015

Be polite, professional, and human. Our job as SEOs is to help sites, companies, and ultimately people in search. If the client isn't a good fit, be honest and upfront. Help them as much as you're able — it's your job. But don't promise more than you can deliver, and be clear when you're not able to meet their expectations. 

Question Four: What is the biggest challenge in launching a new project? What's the most common mistake you see?

The project is underway and you've begun a new campaign. What are common mistakes made? How can you avoid these mistakes?

Again, setting proper goals and expectations stands out.

A4: Painting the target after you've shot the arrow #linkaratichat

— Amy merrill (@MissAmyMerrill) November 10, 2015

@Linkarati A4: Lack of forethought BUT balanced with iteration. Need to give a project a real review before you hit go. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

A4) Managing client expectations. Many clients have different definitions of the word "success" #linkaratichat

— Taylor (@Trvshlvrd_RR) November 10, 2015

A4 (enterprise setting, not agency) a lot of projects fail because no single person holds accountability for the project #linkaratichat

— Annie Singer (@singerswings) November 10, 2015

A4: Not evaluating where website is pre-launch/pre-work. Important to document changes to see what goes up or down. #linkaratichat

— Michael Hall (@allmikehall) November 10, 2015

Hitting the ground running is a common expectation in SEO campaigns. Everyone wants to deliver as much value as possible, as early as possible.

Don't let that lead you into mistakes, though. SEO by its very nature needs to be a strategic endeavor, with analysis, research, and review. 

Question Five: When do you know a client is a good fit fo your organization? What's the "aha" moment?

Enough doom and gloom! Let's talk positives: when do you know a client is a good fit?

@Linkarati A5: When it becomes a real partnership and you look forward to your phone calls and emails. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

@Linkarati A5: Dare I say, when a friendship occurs. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

A5: When the client comes to you for your opinion first. When you value the client, and they value you. Mutual respect. #LinkaratiChat

— Cory Collins (@Coryrcollins) November 10, 2015

A5: Plenty of encouraging signs but one of my favorites is "Well we wanted to get your opinion on this" #linkaratichat

— Michael Hall (@allmikehall) November 10, 2015

A1b: Shared business values (integrity, win/win, goal orientated approach, knowing that rankings aren't "it" but *leads* are #LinkaratiChat

— Tony Dimmock (@Tony_DWM) November 10, 2015

A5: When they're committed to working with you and not see you just as some outside SEO company that does Google wizardry #linkaratichat

— Netvantage Marketing (@netvantage) November 10, 2015

When a true partnership develops. When you're invested into doing the best possible work for their organization, and they respect your opinion, work, and recommendations.

Mutual respect. 

Question Six: What onboarding tips do you have for new organization or independent SEOs?

What can you do to improve the onboarding process? How do you develop a stronger relationship with a new client? How do you establish trust?

@Linkarati A6: Ask a lot of questions. Always ask about their business. It earns trust. Then, simply don't blow it afterwards.#LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

@Linkarati A6: Show prospects out of the gate that you're not a salesperson - you're an actual expert who can make it happen. #LinkaratiChat

— Bill Sebald (@billsebald) November 10, 2015

A6 most of my freelance clients have come accidentally because I'm HELLA EXCITE ABOUT SEO & get them genuinely interested #linkaratichat

— Annie Singer (@singerswings) November 10, 2015

@Linkarati Get them to talk and answer questions: about them, their goals, their market, their USP. Focus on them, not you. #linkaratichat

— colbystream (@colbystream) November 10, 2015

A6: Bring on clients you want to work with. Value your client's investment, and value your own work. Earn trust. #LinkaratiChat

— Cory Collins (@Coryrcollins) November 10, 2015

It all starts with a firm understanding of the client's businesss. The better you understand their product, their beliefs, their audience, and their values, the better you'll be able to deliver.

And that's a wrap!

Huge thanks to Bill Sebald for taking the time to chat with us as our featured guest! And huge thanks to everyone who participated — we had a lovely discussion, which I truly enjoyed and learned from. 

Thank you all so much — see you at the next chat!