Even if some people (ahem, certain Google employees I know) might not see value in SEO there is plenty of evidence that negates their viewpoint. And if you sell SEO packages, you believe in your product.
Certainly believing in your product will help you sell SEO. But what if nobody else believes in your product? What are you doing wrong? How can you fix the situation?
Today I’m going to run through common problems SEOs experience when selling packages. Let’s scroll onward and see.
1. Stop Selling SEO Packages
I’ve blocked my cable company’s number. Why? They called me once and I answered.
Big mistake. I ended up in a short argument about my current streaming habits. The rep gave me no relevant information and ripped on Netflix and Amazon. I promptly hung up.
What’s the lesson here? Young salesmen don’t get that they aren’t supposed to sell the product. They’re supposed to educate the lead.
The cable rep gave me zero confidence in the value of their product. All I heard was buy our product and the other guys suck.
Cable packages are fairly easy to understand and most of the time the value is apparent. But search marketing is an ever-shifting target.
How to Educate
The value in SEO packages and services may not always be apparent to someone who can’t keep up with Google’s changes.
Let’s take content creation for example. If your SEO firm branched out into SEO content creation, you might have to contend with clients stuck in the past.
They may not get the value of consistent quality content girded with SEO best practices. But you can educate your leads and clients on what changes in Google’s methods led to this product.
You can also highlight what happens when a marketer or business ignores your product’s validity. Your negative experiences are just as valuable as your positive experiences.
Go To The People
Are you hitting up local business meetups and local events? If not, you’re losing out on a face-to-face chance to educate businesses about your product.
2. And Stand On Your Own Shoulders
While there is some quote out there about standing on the shoulders of giants, your clients don’t care about giants. They care about your own success.
Two things display your success: your reputation and the data.
You can only control your reputation to a certain extent. But giving clients and businesses opportunities to rave about your products will certainly bolster your reputation.
Maximize your reputation with existing customers. Create avenues for written reviews. Invite clients to star in video testimonials. And ask certain customers to be “a reference” for potential customers.
The data doesn’t lie. The proof is in the pudding. But in this era of emotion-based advertising, it’s easy to forget that people, especially business owners, want to see proof something works.
Keep a careful record of client success. Ask clients if you could include their success in a case study.
Do this for each of your SEO packages.
3. The Price is Right?
How you price your SEO packages depends largely on your client base, the competition, the market, etc. SEO packages vary so widely it’s difficult to pin down a true best practice for pricing.
But a quick look at common SEO pricing models reveals some threads we can follow.
The Size Match Method
This method will probably deter most clients except perhaps large firms and major corporations. Other industries such as 3D architectural modeling use this model often and find success. But their clients are typically large-scale producers or big businesses.
But if you can get a business to reveal turnovers and profits, you can figure out a price that would make your services valuable and competitive. And you can scale the price according to the efforts you or your firm will make.
The biggest downside? No set pricing models. Clients like to see a price. It’s tough to be competitive if you don’t have a price for comparison.
And some will see this as unethical. To them, you’re selling “one product” even if that product might take more work with a larger client.
So, unless your clients are in the big leagues, don’t bother with this method. Too many things could go wrong.
The Whole Package
Dividing your services into “packages” is an appealing option. It’s simple. You have a Bronze (cheapest) Silver (Expensive) Gold (it’s only 50 cents more!) package.
I recently saw this coined “McDonalds Marketing.” And it’s a valid way to sell just about any service, not just SEO.
I mean, check out your Starbuck’s Menu when you go there today. Same marketing strategy.
The McDonald’s Marketing model is probably the easiest way to sell SEO. But it doesn’t always mean long client lifespan.
The psychology of it is linked to quick services and less to lasting relationships. But it does work to sell SEO packages. So, I can’t really knock it.
If you’re a solo practitioner, this is probably the method you’ll use. You simply invoice at a fixed hourly rate no matter what services you’re providing.
It’s super simple for the buyer.
But the question you need to ask yourself is how much are you outsourcing? Can you give an accurate hourly tally of the quality you’re providing? This will be hard to factor into an hourly rate.
In the end, you might not actually be getting paid for the value you bring to the table. So, before you use this pricing model, be sure to research what you might be missing.
As you can see, no method is without some downside. That’s merely the nature of economics. But if you can make your packages and prices attractive while not leaving profit on the table, you will increase your sales exponentially.
Conclusion: Why Aren’t You Selling Your SEO Packages?
A billion factors go into selling SEO. But the most successful firms realize it all begins with you.
Are you struggling to sell SEO packages? What are you trying? Let me know in the comments below.