Whether you have an existing web agency that’s expanding to include SEO services or you are just getting started building a freelance business, this post is for you. We’ll share with you the 7 simple steps to better market your SEO services.
This Post is Part of a Series about Marketing SEO Services:
1. Outline Your Goals
The first step of this process is goal-setting. Realistic goals give us clarity and add meaning to our work. A realistic goal is measurable and attainable by a specific date.
A common top-level agency goal is to grow recurring revenue. A recurring revenue model is easy to scale and manage. Fortunately, SEO services naturally align with growing your agency's recurring revenue.
If growing your recurring revenue is one of your marketing goals, quantify it. What percentage of your business would you like to be recurring? Is there a recurring revenue dollar figure you’d like to achieve? If so, when?
Knowing this top-level target, allows you to break down the tangible targets that will help you achieve it. For example, lead generation. Choose a specific number of leads to generate in a month and set that number as your goal. The more you can quantify the lead generation goal, the easier it will be to measure success.
Once the goal is quantified, lean into allocating your resources.
2. Allocate Resources to Your Agency’s Marketing
To achieve your goals, you’ll need resources. The primary resource, of course, is time.
You have the skills to market your SEO services, but will you dedicate the time and resources? If you want to grow your business, the answer must be a resounding yes.
Treat your agency’s marketing like a client’s business. Determine what type of time investment is reasonable and go from there. If you are just getting started building your agency, you may initially have more time to invest in marketing as your client services workload is slowly growing.
Alternatively, if you are already carrying a high client services load for web design and development, you may have to work hard to carve the time out to invest in marketing your new SEO services.
In addition to determining what quantity of time you may have available, also think about the when. We are more successful in following through with action items like writing a blog post when we envision creating the space in our calendar. For example, this post was written in the early morning hours, in a space that is purposely carved out for marketing purposes.
Now, compare your goals to the resources readily available. Are they in alignment? Answering this question honestly requires self-awareness. Treat your agency’s marketing efforts like a client’s business to ensure the resources are available to succeed.
3. Define Your Strategy
Determine which marketing channels will help you reach your goals. You don’t have to do everything — SEO, Google Ads, social media, email marketing, PR, etc — to grow your agency. You just need to do a few things well.
To define your strategy, start with the audience. Who are you trying to reach? With this clarity, the how becomes more clear.
For example, if your agency targets local businesses in your geographic area, then you’ll likely find the most success from engaging in local SEO, running highly targeted Google Ads, and engaging in real-world networking events.
Alternatively, if your agency targets specific industries, like vacation rental companies, then you’ll likely find success via content marketing, social media, and attending industry-related events and conferences.
4. Create or Update Your Website
Regardless of strategy, the hub of your marketing efforts is your website. If you don’t have an active website to market your services, you definitely should. If you do have an existing website, then it’s time to create an SEO services page to add to it. Doing so will help announce your new offering to both existing and potential clients.
Learn more about what to include in an SEO services page.
Alternatively, if you are launching a new agency, then you’ll be starting from scratch. This can be intimidating because creating a brand identity for your own business is tough even if you are a designer and copywriter. Our advice is don’t hesitate to hire outside professionals who may be able to treat your website more objectively because they aren’t so close to it.
5. Invest in SEO on Your Website
You have the skills to drive traffic to your website from Google. And since you offer SEO services, your website must meet basic SEO best practices as an example to prospects who may look at your website to see if they can find it on Google.
The challenge of course is that all marketing agencies can invest in SEO and thus it’s a competitive space. You’ll need to differentiate yourself and your website to create contrast. You need to find a corner that you specialize in and get cozy.
That may be your local area via keywords like “SEO agency in San Antonio”. Alternatively, it may be in specific industry niches like “construction company SEO”. Another option is platform specific like “Squarespace SEO agency”. This again comes back to the audience — who are you trying to target?
6. Collect Testimonials & Create Case Studies
We tell clients all of the time that they need to invest in growing their Google Maps reviews, and for service-based businesses add testimonials to their website.
Our advice to you would be to do the same. Start with seeking out clients to leave positive reviews for your business on Google Maps. Then build your library of testimonials and create a few compelling case studies.
7. Focus on In-Person (or Virtual) Networking
Some of the best business advice I ever received was to get out in the world. Specifically, the business world by going to conferences and participating in events. Along the way, you meet people, learn about their businesses, and create partnerships.
These don’t have to be in-person events, although the networking opportunity is typically easier in-person as you have more organic conversations. Virtual events can also create the type of networking opportunities you’re looking for.
Again, focus on your audience. Where can you go (in-person or online) to engage with your audience?
Marketing your SEO services starts with a single step. In this case, that step is outlining your goals. Every step thereafter should come easily. If it’s helpful, try breaking down specific action items that are needed to help you meet those goals. Then add these action items to your project management tool of choice.
Remember, we want to treat our own agency’s marketing like a client. That means having a project folder for it, lists of tasks, due dates, etc.
We’re Here to Help
We built Pathfinder SEO for agencies like yours who are looking to start and scale their SEO services offering. We’ll accelerate you through the process and help you avoid costly mistakes.
A subscription to the Pathfinder SEO platform includes access to all the resources you need to create your SEO services offering and effectively deliver the service. That includes templates, process documentation, and built-in SEO tools.
New Pathfinder SEO subscribers receive two free onboarding sessions with our SEO coaches.