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Let’s suppose that you are a horse racing fan and you are about to make a bet. Would you risk your money by making a bet on the horse with fewer chances to win or the one more likely to win? Whether you see this as a hobby or as a way to gain money, you would never want to make a bet on the wrong horse.

Having this principle in mind, take a look a the following stats!

• Upselling increases revenue by 30% on average.
• Upsells and renewals might represent 70-95% of revenue for companies who focus on this.
• Upselling is 68% more affordable than acquiring new customers.

To generate higher revenue for your agency, you must start by implementing a good white-label ppc upselling plan.

How Does White Label PPC Upselling Work?

Upselling refers to increasing your customers’ value by luring them into upgrading their ppc package or simply increasing their budget. 

For instance, if you have a client who offers multiple solutions and wants you to run a campaign for one of the services they offer, but instead, you end up selling a whole package to create a campaign for each of their solutions, making them increase their budget, that’s an upsell.

This might be confused with the term “cross-selling,” but here is the difference…

Cross-selling refers to offering products or services that complement your client’s purchase. If we are talking about white-label ppc, offering complementary services such as seo and social media management is cross-selling, while having your client only upgrade their ppc plan is an upsell.

Now that you know the difference between white-label ppc upselling and cross-selling, you are ready to learn how to master this sales technique with four simple steps.

1. Identify Your Upsell Opportunity

This is the first and probably one of the most tricky stages of the upselling process. What you need to do here is similar to “qualifying leads,” but in this case, you will have to go over your clients’ portfolios and determine who are the ideal candidates for you to pitch an upsell.

Main Aspects to Consider for White Label PPC Upselling

Sort by age: The length of time that your clients have been part of your portfolio is one of the things you’ll want to consider. It is ideal to start qualifying the customers who have been loyal to your services for longer.

The first reason is that a loyal client tends to be someone who is content with the solutions you have provided. Moreover, time is your ally. Since you have been working with those clients’ campaigns for quite a long time, you will be able to spot the areas of improvement easily and prove how a budget increase or an upgraded strategy could benefit their business.

Sort by spending capacity: Keeping an open and constant line of communication with your customers is vital. Not only because you keep them well-informed but also because you can get to know more about their future plans, goals, and changes. 

For example, while holding your monthly meeting with one of your clients, you realize that they are thinking about expanding their annual marketing budget due to the great results they have seen. This is a great hint for you to start digging more and create a proposal that aligns with their plans and goals.

Protip: Keeping an eye on your clients is crucial but not enough. You must consider all your upselling and cross-selling options to come up with the right offer as soon as you see the opportunity. 

2. Provide Prove

Once you have determined to whom you can pitch an upsell, you will have to demonstrate that this is a safe move. Keep in mind that your clients will not invest more money if they do not see a greater benefit for their business.

Marketing collateral such as case studies can be the perfect complement for your pitch to show your customers how others within the same industry have potentialized their results just by that by increasing their investment. Additionally, if those case studies are about others accounts that you have managed, there is no doubt that they will be extremely convincing for your upsell prospects.

Protip: Increase your chances of closing the deal by adding statistics, benchmarks, and relevant data to your collateral.

3. Prepare Your White Label PPC Upselling Pitch

It does not matter if you are pitching to a new client or if you are trying to upsell to an existing customer. You will always need to make it the right way. With this, I mean that you need to be organized and resourceful. The best way to do it is by creating a proposal.

Remember that a proposal is a base that helps you to organize your ideas and a guide throughout the presentation. This will also allow you to share the account’s historical data while pinpointing the main areas of improvement. Then you can use this information and other industry benchmarks to establish projections and support your pitch.

Protip: Make sure to include an updated market analysis, competitor research, an account audit, possible scenarios with different budget options, and your projections. To learn more about all you need to include, click here.

4. Follow Best Practices

Focus On Relevant Metrics

Another important thing you have in your favor when pitching to existing customers is that you already know their main focus. This is why you need to ensure that you support your pitch, focusing your projections on the more relevant KPIs to your clients. 

For example, if your client’s focus is to gain market share, you know that you need to use metrics like Impression Share (IS) and, what’s more, use “Lost Impression Share (Budget)” to highlight that area of improvement.

Use Visuals

Avoid using a presentation overloaded with text when you pitch an upsell. Instead, try using as many images and visual content as possible. Keep in mind that one good image reveals more than a thousand words. Visuals such as graphs are optimal for sharing valuable information in a clear and effective way.

Don’t Forget About the Perks

Nobody can resist a deal that will be beneficial for their business and, on top of that, will make them feel rewarded. Offering perks such as special discounts, free trials, or free add-ons will make your customers feel appreciated, motivate them to invest more, and make them feel a small sense of urgency.

Anticipate Objections

There are many reasons why your prospects could come up with an objection, but since we are focusing on pitching upsells, the most common objections are related to perceived value. 

For example, one of the objections you might hear is, “We are doing fine with the current budget. Why would we need to increase it?” 

This question represents a great opportunity to highlight the areas of improvement you have previously identified. Moreover, even if your client’s goals have been achieved with the current budget, it does not mean that the results could be even greater. This is why it is so important that you have your projections at hand.

Another possible objection could be, “We do not have any budget left to invest more in PPC.”

Do not let that one stop you! Go ahead and ask your clients how they are currently managing and distributing their full marketing budget. You will be able to find a way to demonstrate how an in their ppc plan could be more beneficial than other efforts, and you could also find opportunities to cross-sell.

You Don’t Need to Pitch Solo

A true partnership means supporting each other when it’s needed the most. By partnering with a digital marketing agency that focuses on sales enablement solutions, you will gain access to high-quality tools and experienced sales and advertising specialists to whom you can come for help whenever you need it.

When it comes to selling to new prospective clients or upselling to existing customers, you can take advantage of sales consultations to go over your prospects’ accounts and get well-prepared to close every sale like a pro. But that’s not it; you can also reach your partners to join your sales call and have your back. This is what we call “Co-Pitch Support.”

Put it this way, let’s say that you are upselling to an existing client, and everything is going great until your customer inquires about things that are way too specific. Would you rather ask them to wait so you can reach back to the account manager and then get back to them with an answer (jeopardizing your sale)? Or would you instead have the account manager join the meeting to tackle all those inquiries on the spot and help you close your sale right at that moment? 

See for yourself what are the main sales enablement solutions that you should take into account when partnering with a digital marketing agency.

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In life, as in PPC, check-ups are essential. PPC auditing is vital to measure performance and pinpoint any issues with campaigns. More importantly, regular monitoring can show you which adjustments are required to get better leads. 

PPC audits strengthen your relationship with clients and allow your sales team to glide through some of the common frustrations of many paid advertising campaigns. 

Join us as we review the most common auditing mistakes that could hurt your campaigns in the long run and learn what to look out for and how to adjust your auditing process immediately.

Mistakes to Avoid for Better PPC Auditing

Skipping Conversion Tracking

Now, there are two issues related to tracking —some neglect conversion tracking while others don’t verify its proper function. 

• Not seeing data? Are tracking codes set up correctly?
• What are your conversions tracking if your conversions are high, but sales are low? Be wary of this result and verify that you are tracking the correct actions.
• Are you double-tracking? A common mistake because sometimes tracking codes are duped through Google Analytics and Google Ads. Watch out for this, as it creates inaccurate reports.

If you set up tracking codes, make sure that you measure engagement accurately. They should provide the data to understand the return on investment and make pitches all the more convincing for your clients.

Keyword Relevancy and Unnecessary Spend

Your PPC audit will provide insight into the keywords associated with your prospects’ campaigns. The most common issues that PPC auditing reports help to flag are:

• Keywords aren’t set up correctly. This error won’t reveal itself until it hurts CTR. So, how can you identify this issue? Ask these questions:
• Have any keywords been repeated? 
• Are there too many random keywords per ad group? 
• Are your keywords relevant to their ad group and landing page? 
• Negative Keywords are not leveraged, and the wrong keywords have used up your ad spend. If this is the case, your team can step in to explain the importance of avoiding impressions and clicks outside of their target audience.

AdInsights can help you review these keywords and make the most effective recommendations for prospective clients. 

Insufficient Optimizations

A paid search campaign left on autopilot without monitoring is like not watering a plant for an extended period. Sooner or later, it’ll wilt and die. Attention is required.

Regular optimizations are important in PPC because the platform features continually evolve. Once launch periods are set aside, expert advertisers make it a point to keep an account on an optimization schedule. Consider the size of your account before proposing a schedule. Larger accounts need to gather more data and review it more frequently. 

Here is an idea of how our PPC experts break down optimizations:

• For weekly optimizations, reviewing bids and budgets is the most critical activity. Also, take a look at the search terms report. Consider adding negative keywords (or negative placements if it’s display or video) weekly. 
• For bi-weekly optimizations, review keywords and targeting (location, ad schedule, devices, demographics, audiences). Two weeks is the right margin to check results, so feel free to take action based on this data. This is usually the time it takes automated bid strategies to finish the learning period and work effectively. 
• Focus on ad copy performance for monthly optimizations (or a few weeks over). If reviews reveal underperforming assets such as ads, keywords, ad groups, or campaigns, consider pausing them. Create new ads and look into improving the campaign/account structure if applicable. 

Check results from the last 30 days because the time frame allows the algorithm to run automated bidding strategies such as Target CPA or Target ROAS. A month’s worth of data can help you adjust your targets to bid more efficiently. These changes will affect campaigns and insights. Creating a schedule that considers when and how to optimize settings is key.

Choosing the Wrong Bidding Strategy

Manual CPC allows advertisers stronger control over how much they pay per click. Keep a close eye on how the campaign, ad groups, and keywords perform and suggest adjustments. 

Review performance at various levels: location, ad schedule, audiences, and devices. 

Some common pitfalls include:

• Budgets with too high and limited data can burn a hole through your clients’ pockets.
• Not enough budget will prevent performance insights and competitiveness.

On the other hand, automated bidding is based on data, but advertisers must be careful with which information they use to fuel their decisions. Emphasize how essential it is to monitor and direct its course to improve its ability to help PPC campaigns. To learn more about controlling CPCs manually and leveraging automation, visit this link.

Using Automation with a Set and Forget Mentality

Automation management helps bids and shortens audience, copy, and image display processes. Naturally, this frees up time to focus on other aspects of an account, allowing strategists to work smarter, not harder.

However, mistakes arise when these tools are left to a “set and forget” mode. We stress the importance of monitoring these tools to help them “learn.” Without constant updates and optimizations, campaigns will veer off course. 

Enhance Your PPC Audit Process with Automated Tools

We perfected our audit processes and elevated our pitches by doing our homework before creating an audit tool to help sales teams effortlessly capture leads. Our PPC software goes above the standard to help your PPC sales team understand their auditing process errors. This service allows agencies to scan any Google Ads or Microsoft Advertising account in your portfolio and, within minutes, retrieve a detailed and actionable audit that they can share with any prospect who is ready to sign the dotted line.

Happy PPC Auditing

As we all know and have mentioned repeatedly, PPC check-ups are essential to keeping your clients’ advertising campaigns in check. Account audits help teams pinpoint potential problems and adjust their approach for better results.

Stay in touch and receive more tips on PPC auditing and tools by signing up for our blog.

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What if you could leverage an all-in-one platform with everything you need to sell digital marketing? You could use white-label marketing audits, a proposal engine, and a sales collateral library to provide effective resources for your sales team and clients.

White-label SaaS can do this for you. Software as a service (SaaS) is usually a combination of software, MarTech, and support services that can be entirely white-labeled for your agency to improve client acquisition.

Deeper Into White Label MarTech

This digital marketing software allows you to use its platform and services and rebrand it for your prospects and clients.

The beauty of this is that SaaS platforms are typically holistic solutions that can improve your agency’s efficiency in operations, acquisition, and client experience. In addition, they are available with a subscription at a fraction of the cost of traditional software and products.

Why White-Label SaaS?

Not many agencies have in-house developers to create their digital marketing management software from scratch. Subscribing to white-label SaaS makes more sense when you tie it to user experience, time, expertise, and cost.

Enhance Client Experience

A white-label SaaS investment can help your agency deliver a quality experience with your digital marketing services. It can provide enhanced value throughout their lifecycle and exceed their expectations.

MarTech Minimizes Cost and Time

One of SaaS’s advantages is that it is cloud-based, and there is no need to install software on the client’s end, contributng to the accessible cost.

From another perspective, using white-label SaaS can reduce the amount of in-house resources you need to provide a better client experience. You will save time and devote it to higher priority areas, such as client communication and business objectives.

Ease of Use

Many start-up digital marketing agencies do not have the expertise to build in-house sales enablement software. Instead, they can opt for white label SaaS, where most applications are developed with user-friendliness in mind. You and your clients just have to log in and start using it. So, even if you are an agency with no expertise in a particular area, SaaS can make you seem like an expert.

Choosing A SaaS Product That Works For You

When looking at a white-label SaaS product, you should consider several essential elements that will tie into your business model, lower costs, enhance the client experience, and save time.

Pinpoint What Your Digital Marketing Service Needs

Research is often the most challenging part of this process, but once you find the perfect Martech management software to meet your agency’s objectives and clients’ needs, it’s all free-falling from there.

Always Request a Demo and, If Possible, a Free Trial

As with anything you invest in, you shouldn’t automatically sign on without testing first. You must be confident that your agency is a good fit for the SaaS solution and that it will be worth fitting into your service workflow.

Ensuring that a good client experience comes with its use is of utmost importance because, in the end, it is your agency brand that will be on it.

Payment Modality

The cost of white-label marketing management software is usually subscription-based monthly. Some come with options to pay annually and include unlimited users, while others don’t. So finding out which payment modality and features that best suit your agency’s budget and scope is crucial upon signing an agreement.

Does The Provider Share Your Vision of Success?

If the white label services provider you partner with shares similar goals and vision, you’re in the right lane. You can count on the fact that they considered goals, a vision, and challenges similar to yours as they developed their strategies and services.

Here’s What To Look Out For

It’s easier to opt for a white-label SaaS solution than to build one from scratch, but this comes with sacrificing something we all like: control. No one said that the ideal white-label product for your digital marketing company would come without challenges. A couple of common roadblocks you can anticipate are:

Pricing

It will take some market research to ensure you are competitive with your pricing structure. You will need to make sure you can integrate it into your current service offerings while still making a decent profit.

The Value of Your Digital Marketing Services With SaaS

Ensure that the marketing software you end up with is compatible with your services and adds value that helps your company stand out in the crowd.

Fast-track Scalability For Your Agency

Adapting to the ever-changing digital marketing landscape is hard enough, so leveraging a white-label SaaS partner isn’t as far-fetched as you think, especially if it will benefit you in the long run.

We’ll make it easy for you. All you need to give us is 30 minutes of your time to walk you through a white-label solution that will change your perspective on what you think is your ideal white-label SaaS product.

See how your agency changes its goal timeline with an innovative solution such as Compass for your digital marketing services.

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So, you want to expand your reach to new clients and remind your audiences that your digital marketing agency offers top-notch products and services. This is easier said than done, though, right? Well, actually, with the right help, it is pretty simple to do. White-label digital marketing agencies are willing to do much of the hard work and give you access to their software and collateral while letting you take all the credit. It means your client gets the digital marketing service they need, and you achieve the growth and success you’d expect. Everyone wins!

What is a White Label Digital Marketing Agency?

Before we go any further, let’s first stop and discuss exactly what this agency is and will do for your team.

White-label digital marketing is a product and a service. A B2B company, such as your agency, can buy, rebrand, and resell digital marketing management services as their own. This includes sales pitch support, campaigns, reports, consultancy services, and much more. Essentially, this means that you can access expertly-managed digital advertising services that you can resell under your brand to local businesses.

Many companies take advantage of white-label offerings, not just digital marketing agencies. Have you ever been shopping in Target and noticed their brand of just about everything, from shoes to shredded cheese? They don’t have clothing designers, livestock, factories, and manufacturing plants. They buy these products from white-label B2B companies and rebrand them with their label.

This same mindset can apply to your marketing agency and digital marketing services! Here’s an example to show how it works:

See- it’s simple! The only thing left to do now is to find a white-label digital marketing agency, but not just anyone, but THE best one.

What Should a White Label Marketing Agency Offer You?

You need more than just someone willing to work under your brand name. After all, since this is what your business delivers, you must ensure its quality and valuable content and management. You don’t want any team or tools; you want the best of the best! This entails these three essential aspects:

1. Proposal Generator

Before you can go any further, you need to sell your services. What are prospects missing out on right now? What can you do for them in the future? You need a rock-solid proposal, precisely what a proposal generator delivers.

Your white label agency for digital marketing should offer custom account proposals that include audits, takeover strategies, competitor research, market opportunities, and budget recommendations. You’re not guessing or hoping you know the correct next steps for them. It’s all backed up by data! Now is the time to show them.

2. Collateral Library

Access to a completely white-labeled collateral library of digital marketing resources is essential, including full access to case studies, Google and Microsoft vertical trends, pitch decks, one-pagers, videos, and much more.

Because this collateral library is white labeled, everything you show your clients will have your name, brand, logo, colors, and anything else needed to make it yours. They see fantastic past work done by your team, even though you know you have outside help. Compass! Find all the support you need to sell digital marketing services in one place!

3. Sales Consultations

It’s not all smooth sailing. Sometimes, your sales team will need to answer digital marketing questions and deal with tough objections to your services. How will they handle it?

The right white label agency for digital marketing gives you more than just access to software and collateral. You also need close contact with sales consultants who can help you confidently address all those potential questions and concerns.

Sales consultations allow your team to efficiently and confidently navigate the common hang-ups and issues many agencies experience when learning how to sell or upsell digital marketing services.

The right tool is more than just data. You want access to the industry experts behind all those numbers! This way, your team can rely on real-life practical expertise.

Which White Label Agency for Digital Marketing is Right for You?

We know that when you do a bit of due diligence and look at your options, you will decide that White Shark Media has that exact solution for you! You are no longer doing this alone with the right white-label agency for digital marketing services! Our team has over eleven years of experience selling and providing digital marketing services, and we share our expert knowledge with you.

The collateral library found in Compass is only the beginning of what we can offer you! When you need help getting started, we offer a proposal generator and account performance audits. Sales consultations are there when your team needs a little coaching and guidance during pitching. Find out how to jump-start a partnership with us!

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With budgets tightening for B2B and B2C purchasers around the globe, especially post-pandemic, customer retention is critical to thrive and succeed in today’s competitive market. Incorporating cross-sell and upsell techniques into marketing management is key to your agency’s growth.

Did you know?

It costs a business five times more to acquire new customers than to keep current ones. -Forrester

Digging Deep Into Your Book of Business

There are many approaches to client retention; one of the most critical aspects is how invested a client is with your agency. Do they just use one of your products? Or do they use a broad range of your services? The more vested they are, the more loyal they are. Through a campaign budget upsell, you can continue to engage clients’ business performance online, all while meeting your agency’s objective to grow.

Let’s go through 7 tips to set yourself up for success when pitching a campaign and budget upsell to your clients.

1. Be Relevant and Simple

There’s nothing more productive than making upsell conversations casual and customer service-centric rather than like a sale. Piggy-backing off of the client’s current services and products keeps it relevant and more logical to decide to invest. Manage campaign budget upsells as part of the customer experience and watch them prosper.

Yes, you have many opportunities for your clients to capitalize on, but you don’t want to overwhelm them. Simplicity is essential; focus on one solid upsell strategy that drives to a single valuable call-to-action and will complement the client’s current marketing efforts.

2. Align With Their Goals

Keeping your client’s business goals in mind ensures that everything in your upsell strategy will work like a charm.

Showing them how their objectives align with the campaign and budget upsell you are proposing creates the confidence for them to agree to accept it. To stretch it further, if you proactively suggest new objectives to engage them deeper into your pitch, you may just be able to close your upsell quicker than you thought.

If your clients are achieving their goals, perhaps it’s time to set the bar higher by expanding reach and marketing strategy to help them grow.

3. Consider Timing

Timing is all and can heavily affect the outcome of your proposal when cross-selling or upselling digital marketing to your clients.

For example, here are great moments to consider upselling your client.

Limited Budget

Your client’s campaigns could be running at more times during the day and getting higher reach. Proposing an increase in budget at this time runs smoother, especially if you are seeing a great performance.

Renewing services

So your client is due for contract renewal, wouldn’t it be a great time to propose to them why an upgrade to their account would be beneficial?

4. Demonstrate Value; Show the Numbers

A question to keep present is, “What’s in it for them?.” We all want to know what we gain from investing in something. Be sure to address challenges or pain points you know they have and how the solution you’re proposing makes sense.

It becomes remarkably easier with existing clients because you can show them how the previous budget increases improved results and more conversions for their business. Even go the extra mile by pulling white labeled data from another client account to demonstrate that static ad spend often leads to a decline in competitiveness and overall performance.

Here’s a way to show clients how ad spend and traffic are directly related to conversions, especially when you have a successful strategy in place.

5. Let Performance Paint the Bigger Picture

Pitching without proven results lowers the likelihood of being successful at upselling. So why not increase your chance of succeeding every time by using testimonials, case studies, or a report you’ve never showcased to the client before?

Metrics most of us are guilty of shying away from to show clients are conversions and conversion rate. But why? Well, the common culprit most of the time is poor tracking. Getting tracking in order can go a long way and help you deliver on showing only the results your client is interested in: sales, calls, or signups.

Proving the correlation between conversions and ad spend is often an effective way to jump-start a PPC campaign and budget upsell. 

You’ll want to leverage these to understand the type of campaigns you should upsell to the client. 

• Historical data on conversion rates between revenue stages
• Sales average completion period (the time it takes to convert a customer to buy more products)
• Campaign performance

Pro-tip: Building personalized benchmarks for your clients give you a baseline to compare previous upselling efforts to continue upselling towards exponential growth.

6. Overcome Objections

Preparedness is critical to the outcome of your upsell. So you closed a few sales by being spontaneous? Well, that stride of luck will eventually end, and your clients will notice. Having data, goals, and collateral at your fingertips to support your pitch is how the experts are successful; however, that doesn’t mean that your client won’t have objections to what you’re offering.

How to prepare?

• Analyze and prepare data-backed budget recommendations and history of performance highlights.
• When presenting a strategy, use meaningful metrics such as impression Share (lost due to budget), budget performance (limited or unused), audience behavior, conversions, ROAS (return on ad spend), where and when ads are most effective, and more.

• Use supporting tools such as Google Trends to give your client perspective on how their marketing efforts tie into current trends for searches online.

7. Offer Perks 

Who doesn’t like a risk-free test of something before they commit to it? Limited-time offers and free trials can be highly effective when cross-selling and upselling, especially when you know that the account will perform as anticipated. You’ll eventually get the client hooked on your proposal offering.

Another way to give a little something extra in exchange for loyalty is by introducing client loyalty perks as part of a cross-sell or upsell effort, which can encourage future offerings.

Campaign and Budget Upsell as Casual Convo

Once you become a pro at upselling your clients, it slowly but surely becomes a casual topic of conversation in which you engage from time to time with your clients. You can say goodbye to those unsuccessful, salesy pitches you dread and benefit from building better rapport and long-lasting relationships with your clients by demonstrating a genuine interest in their business growth.

Still unsure of how to achieve this? We can walk you through exactly how we got there and, even better, equip you with the necessary tools and resources to engage your clients in a way you haven’t before. Subscribe to our blog to keep posted on more helpful content for your agency.

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With a highly competitive market that’s constantly changing, counting on only one marketing channel isn’t enough. In fact, according to Forbes, up to 73% of retailers have stated the importance of being omnipresent for potential customers.

How does this translate into search engine optimization? 

Many expert marketers agree that organic search is the most valuable marketing channel. Based on research conducted by Bright Edge, 53% of all website traffic comes from organic search alone on average. Combined with a paid search strategy, this percentage increases to 68%!

So, to maximize the leads generated to a site, a combined search strategy is a must. That’s why we’ll go over the basics of cross-selling SEO, along with the top benefits SEO can provide to websites. 

Lastly, we’ll go over some strategies to cross-sell this service.

What is a Cross-Platform Marketing Strategy?

An effective marketing strategy must target potential customers at every step of their buying journey. And to do so, your strategy must be omnichannel. 

Cross-platform marketing ensures that a business is found online through multiple touch points. Establishing your brand in these different places can drive consumer decisions in preferring your brand over your competition. Therefore, it incentivizes potential customers to purchase your product or service.

But, how can a marketing agency help achieve this for their clients?

Simple: through cross-selling tactics. 

Cross-selling in digital marketing consists of providing clients with complementing and supplementing products or services for their main purchase. 

In other words, it’s about encouraging customers to buy an additional product that’ll enhance the experience of the product they were initially going to purchase.

Why Consider Cross-Selling SEO Services?

Similar to what you would consider cross-selling social media services, cross-selling SEO’s primary goal is to increase your online presence overall. 

Nevertheless, SEO can indeed provide a site with its benefits. 

For instance, Google Ads campaigns significantly boost performance when a site has good SEO because of landing page experience provided on sites with proper search engine optimization is far superior to websites that simply count on PPC campaigns. 

After all, a solid SEO strategy consists of improving your website for Google to understand its contents better and rank it for the most relevant search queries. You can achieve this through three significant efforts: on-site optimization, quality content creation, and authority building.

Moreover, inside these improvements, SEO also focuses on enhancing the internal linking structure of your website, which, in turn, can help guide users navigating through a website to the most important product pages, thus increasing the conversion rate on your site. 

Lastly, since proper search engine optimization allows your website to appear more on local searches potential customers make, it can help drive foot traffic to your brick-and-mortar store. 

Signs a Site Might Need SEO

Truth is: 

If you have a website, then you’ll need an SEO strategy. 

However, some other telltale signs that you might need SEO include:

• You’re receiving little to no organic search traffic
• When searching for your services on Google, you can’t find your business.
• You wish for better performance for your Google Ads campaigns.

Remember that efforts must always be consistent to get the best results from SEO. Search engine optimization isn’t a one-time event. Instead, it must be an ongoing process as Google keeps updating its algorithm to provide its users with the results that best answer their search query. 

Cross-Selling SEO Strategies

As you can see, SEO can benefit your client’s business’s overall digital marketing strategy, whether service-based or an online store. And, for them to reap the benefits of working with your agency, you must know some selling strategies that’ll help achieve this. 

Your agency can also benefit from multiple cross-selling benefits, such as building customer loyalty, strengthening customer relationships, getting referrals, and increasing revenue.

Follow these sales strategies when cross-selling SEO to your clients:

Consider Your Clients with Current Google Ads Campaigns

As mentioned above, PPC and SEO create a powerful combination for your online marketing strategy. When a business has both services for digital efforts, it can obtain short and long-term results. 

Not only that, but having both strategies can also help your client dominate SERP presence, as their website will be appearing on both paid and organic results. 

SEO helps lower bidding costs on your PPC campaigns as Google prefers to show websites that provide users a positive user experience (acquired through SEO optimizations.) 

Know Your Customer’s Business Industry

Recognizing the industry of your client’s industry is essential to understanding which SEO management type will benefit them most. 

For instance, if you’re looking for an SEO strategy for real estate sites, local SEO techniques can help achieve the best results. 

On the other hand, if the client has an online store site, then a profitable SEO eCommerce strategy would consist of optimizing your crawl budget and expanding to Google Shopping.

Focus on Clients that Are Eager to Grow Online

Last but not least, you can be sure that your best clients to cross-sell SEO services are those who invest in innovation and step it up in a strategy to outdo the competition. 

Businesses constantly looking to increase their visibility, awareness, and traffic are often the ones most interested in an omnichannel strategy. Therefore, they’re more likely to purchase services that complement and enhance their current strategy. 

It’s Time to Ramp Up Your Clients’ Online Strategy

Now that you know the basics of cross-selling SEO, it’s time for you to start implementing these strategies.

If you wish to learn more about the latest digital marketing news, tips, and trends, we highly encourage you to subscribe to our blog!

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Wouldn’t it be great to shorten your sales cycle and increase revenue per salesperson? A sales enablement platform makes it possible by enabling. Your new salespeople will ramp up quicker, and leads will close faster. A sales enablement platform makes this all possible. Sales enablement provides the sales team with the information, content, and tools that help salespeople sell more effectively.

That’s not to say it’s all good news. There are several sales enablement challenges and pitfalls you’ll want to be aware of to avoid. Before we get into those, let’s define a sales enablement platform.

What is a Sales Enablement Platform?

Gartner defines sales enablement platforms as tools that unite sales enablement functions and customer-facing sales execution. They predominantly feature helpful and convenient capabilities for sales proposals, content, and sales training and coaching. This platform provides a foundation for success. A proper sales enablement strategy can give the salespeople what they need to engage the buyer throughout the buying process, and progress leads to clients.

Common Sales Enablement Challenges

Your sales team’s job is easier and more effective with the right sales enablement platform. Your leads and clients will be much happier as their buying cycle is shorter and geared specifically towards what is best for their organization. You’ll also be thrilled once you see the revenue stream in!

It does need to be pointed out, though, that sales enablement platforms and a sales enablement focus, in general, are not without their potential hang-ups. Not all platforms are truly designed with you in mind. Because of this, we see several common sales enablement challenges in the industry. They are:

There is no training and development

You’ve provided your sales team with a great tool… now, what? As part of a well-done sales enablement strategy, your salespeople must know how to use the resources you provide to them. For this reason, training and development must be a big part of most programs. The most effective programs conduct traditional training programs and use technologies like collaboration tools. We also encourage you to make sales training continuous, which we will get into later on.

The tool is too confusing or complicated

The best sales enablement programs are robust but not overly complicated. You need to ensure that whatever you provide salespeople is easy to use. Even the best sales enablement programs can die quickly if no one uses what’s been provided to them.

Be sure to ask for a tool demo before you purchase it. Consider how easy it will be to implement and use within the team. When thinking about usability, make sure the platform’s content resources are easy to find and simple to apply as well.

There isn’t a customer focus

At the end of the day, this tool is put in place to increase your revenue. That doesn’t mean you are putting the entire sales process into autopilot. Effective sales enablement is still customer-centric. It should provide salespeople with the tools and information they need to deliver what buyers want in the form of a proposal. This is not to talk over them, trick them, or confuse them.

It doesn’t scale

Sales enablement plays a key role in scaling the sales organization beyond a handful of people to a large digital marketing agency. It provides your salespeople with the best practices, knowledge, tools, and resources required to succeed. What is the point of putting a platform in place now, only to replace it when your team is successful enough to grow larger? When shopping for a platform, remember that it should ideally scale along with your sales team.

You only train once

Training is where salespeople learn how to sell more effectively. Most sales training programs suffer from a fatal flaw: They happen once a year. Perhaps, yours only occurs when they are hired or when the platform is put in place and then never again. This is a big mistake! Make training an ongoing aspect of the sales team’s jobs.

Without continuous training, salespeople quickly forget what they’ve learned. They can also forget about the information, content, and tools you’ve provided. We recommend at least one formal training a month. In addition to this monthly session, we encourage you to use tools like newsletters and collaboration platforms to keep sales enablement at the top of mind for the sales team.

White Shark Media Helps You Overcome These Challenges

You can have peace of mind that you and your team won’t stumble over any of the common sales enablement challenges listed above if you implement White Shark Media’s Compass. Compass will change how your marketing agency pitches, sells, and provides PPC services. Our digital marketing tool can fine-tune your business strategy, reduce time spent on training, minimize the trial-and-error approach, and shorten the entire sales process.

Once you see what Compass by White Shark Media can do for your team and your digital marketing agency, you won’t believe it took you so long to provide your sales team with this solution. You’re about to get busier because your sales team will be bringing in new client after client. What an exciting time to be a part of your agency!

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You have a good sales team; this much is true. Wouldn’t it be better to have a great sales team, perhaps even an outstanding one? Well, it’s possible, and you don’t even need to hire anyone new to make it happen.

To help your sales team improve, ensuring they have the right tools and knowledge at their disposal will support them to be at their best, also known as sales enablement. A proper sales enablement strategy includes everything sellers need to increase their number of sales conversations and improve their win rates. Sales and marketing consulting rely on access to sales collateral, a proposal, and beyond to make digital marketing agencies successful.

5 Things to Look For in Sales and Marketing Consulting

Think of partnering with a digital marketing agency for your sales team. Just like you wouldn’t hire a famous writer to be someone’s math tutor before hiring sales and marketing consulting, you must make sure it’s the right fit. You want to understand how to find the right company that works best and pairs well with your digital marketing agency. You can do so by looking for the following:

1. They Understand What You’re Selling

The best SaaS company in the world isn’t going to help you sell PPC. Why? Because it’s a different product! The right fit for your team isn’t necessarily a sales consultant who’s logged the most hours leading sales team training or selling something in a different vertical, but rather the one who has taken the time to absorb and understand your product offering. More than likely, this will be a professional who has worked on PPC themself, in the field, or at the very least has sold packages for a digital marketing agency that provides this service.

2. They Have a Strong Track Record of Success

This sales and marketing consulting company should listen and determine your needs, why they are essential, and how they impact your organization. Once you tell them what you’re looking for, they should quickly connect these needs with what they’ve done for past clients. They should then show use case studies and other specific programs or methodologies from similar clients to craft a customized solution for you. In a way, hiring a consulting company is like hiring an employee. Check their references!

3. They Can Customize to Your Needs

What they have done for others in the past is one thing. What can they do for you specifically? Often, a digital marketing agency’s struggles stem from using generic processes and a one-size-fits-all training curriculum that won’t mean it is for your team while ideal for some teams. What works for enterprise sales teams at a significant corporation probably won’t be nearly as successful for mid-market sales teams or small business agencies with limited resources.

4. They Bring a Fresh Perspective

You don’t want to pay someone to tell you what you already know! This isn’t a wise use of your time or funds. This company should lend fresh eyes to your team’s challenges and apply insight and wisdom from working with other companies. What’s the point if they’re telling you strategies and tips you already know?

5. They Are Excellent Communicators

The best ideas and training won’t help your team if they aren’t able to grasp what a consultant is trying to say. Communication skills often play a significant role in how successful an engagement with a sales and marketing consulting company is. Without the ability to adequately explain and clarify what changes need to take place within your team, you cannot make the necessary adjustments and cannot improve. One of the most important things to look for when shopping around for a consultancy is basic communication skills from their industry experts.

Trust Your Sales Team’s Future Success to Experts

When you sign up for Compass, you can access more than just our portal. You will work with our sales experts to plan your digital marketing agency’s portfolio growth. We’ll review current prospects, vertical strategies, pipeline opportunities, and best practices that help scale your business.

Our years of experience in online sales and marketing consulting allow us to guide your agency through the common hang-ups when selling or upselling PPC campaigns. This means we know how to sell online marketing services! We can provide all digital marketing guidance and support to ensure your sales team hits its targets. We do this via our sales consultations. These focus on your specific issues and opportunities; there’s nothing templated or one-size-fits-all. It also isn’t simply a one-time thing. Our practical expertise provides your agency with the ongoing support you need to enable exciting growth.

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Let’s face it, staying on top of the trends, the latest best practices, and changes in algorithms and privacy policies can be totally exhausting. Completely zapped…

You know that feeling right before you get on a call? The one where you enter into the unknown realm where prospects can ask anything. Not to fear, there are some steps that you can take to feel at ease when entering conversations with industry leaders, no matter who they are.

How to Approach Selling to Industry Leaders

Stay Informed

I know, there is so much noise. Where should you begin when conducting a PPC sales pitch?

How about Search Engine Journal, MarTech, PPC Hero, Wordstream, White Shark Media YouTube Channel, and up-to-date blogs?

You can also research hashtags in specific industries on your favorite social media sites. Another idea is to set up Google Alerts for topics relevant to you.

Know the Struggles and Speak Their Language

Use the same terminology that they use in their day-to-day—research their news page, blog, about pages, and services. Get a feel for their brand and what they offer, but don’t assume that all of their goals are obvious or that their digital marketing efforts are all-inclusive.

Here are three areas to get you started when putting a PPC sales strategy together:

1. eCommerce advertising.
2. Home service case studies.
3. Industry-specific PPC for lawyers.

Consider a few tips from the White Shark Media crew that will help get you up to speed in various industries.

Make The Conversation About Them

We really cannot emphasize this enough. Remember, it’s not your moment to shine and tell your founder’s story. Nor is it the moment to glorify all of your accomplishments. There is a humble way to share your abilities without making the conversation all about you.

Think high-level. You don’t want to ask them what kind of services they provide if they are on the website. So, unless it is a completely cold inbound PPC sales call, you should have done your research.

According to Salesforce research: “66% of customers expect companies to understand their needs and expectations.”

Make every meeting, email, SMS, and phone conversation focused on their needs and show through real experiences how your solutions alleviate their pain points.

I know, emails are easy, right? If you have been consulting for a while, you may realize that thinking about subject lines and email content is common practice. We know that many emails go unopened because we are not only sellers or consultants, but we are also consumers who carefully select how we utilize our time. 

So, what do the experts recommend? Check out some data-based tips in this Webinar: How to Write Highly Effective Emails from our friends, the Gongsters.

Be The Quality They Seek

80% of customers consider the company’s “experience” just as important as its products and services. 

The study compiled opinions and data from 15,600 consumers and global business buyers in which three key takeaways arose:

Have Friendly, Informative, and Valuable Conversations

Speaking with authority is critical when it comes to PPC sales conversations, but it doesn’t mean it can’t be amicable; it means being mindful of your tone, being concise, and using specific wording in emails and conversations.

Show the results by being informative and adding value to every conversation. Here are a few examples of achieving engaging communication with prospects.

-Being knowledgeable in the home services industry.

-Connecting industry-specific PPC strategies for e-commerce stores online. 

How were results achieved?

• Automated bidding strategies
• Search & Shopping campaigns
• Segmented campaigns 
• Tracking all possible conversions

The bottom line is to show prospects actual results that they can relate to. Share insights and similar business success by sending them a case study where your team was able to improve their online presence, get them better ROI, and get quality leads. Share real experiences if you have them.

Ask your white-label partner for case studies and tips on selling to specific industries. If you don’t have a partner yet, use your own experiences or perform some additional research.

Understand the Prospects Journey

Ask the right questions at the right time. Success in PPC sales involves inquisition that builds emotional intelligence. You must know that there is a delicate balance, you don’t want to ask too many questions or too few questions, so let every question count.

Make something similar:

Latent Pain

The buyer shows that they are aware of a problem, but they are top of the funnel.

You could ask something like, “ Where are you at in your process?” 

Active Pain

Your buyer could enter into the conversation at this stage.

Maybe they already called you or filled out a form. They are actively seeking information on how to resolve their pain, whatever that may be.

Solution Development

Then clients shift into “finding a solution,” convincing themselves or other team members that this is the solution to their problem. 

“If we run Google ads, we will get more leads and increase revenue. Here is the investment and estimated ROI if we use X solution.”

Evaluation

Justify the solution. 

It is the perfect time to shower them with information that meets their needs and expectations.

-What is motivating them to talk to you?

-What are their obstacles?

Share examples at this stage. Help them feel that your experience and solution are what they need, and always set the right expectations.

Decision

Determine whether it is opportune to run a demo with the prospect. It is essential to understand who is part of the decision-making process to achieve a fast close rate. Take note of these questions.

Solidify Your PPC Sales Conversations

To think that there are so many areas of this conversation where you can dive deeper with the prospect can be overwhelming, especially if you are targeting industry-specific businesses.

Sticking to concise yet methodological strategies is how you make it to the top in discovering your secret formula towards continued growth in PPC sales close rates.

Remember to:

• Stay Informed
• Know the Struggles and Speak Their Language
• Make the Conversation About Them
• Be The Quality They Seek
• Have Friendly, Informative, and Valuable Conversations
• Understand the Prospects Journey

Applying these to your PPC sales process sounds easier said than done; experience is what takes strategy towards results. Learn more about our success with prospects.