agency vs. in-house - how to strike the perfect balance | benchmark search conference 2016
TRANSCRIPT
Agency vs. In-HouseHow to Strike the Perfect Balance
Date: 12/07/16
Alan Reeves Director of Search
www.click.co.uk [email protected]
Assumptions
- No half measures- Agencies have greater scale- Success is equally possible in-house or agency- So you can find the right people- Limited to SEO
www.click.co.uk
Objectives
- What does success look like?
www.click.co.uk
www.click.co.uk
Here!
Here!
Objectives
- What does success look like?- Try to be SMART- Use KPIs like Sessions, Revenue, ROI, Gross Profit- Can be led from client or agency side- Who will be accountable?- Agencies can use additional resource
www.click.co.uk
Cost
- Time is money- Agency fee or finding, paying, training and keeping
staff- How many specialists?
www.click.co.uk
SEOStrategy
Technical
Content
Outreach
Social
PPCStrategy
Optimisation
Feed Management
Support
Account Management
Analytics
Creative
UX / CRO
Web Development
SEOStrategy
Technical
Content
Outreach
Social
PPCStrategy
Optimisation
Feed Management
Support
Account Management
Analytics
Creative
UX / CRO
Web Development
Cost
- Time is money- Agency fee or finding, paying, training and keeping
staff- How many specialists?- Time taken to find and manage an agency- Agility and scalability
www.click.co.uk
Expertise
- Are they an expert?
www.click.co.uk
Data Analysis and Analytics
Paid Search
Organic Search
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
8%
11%
12%
29%
19%
18%
32%
43%
29%
22%
18%
27%
9%
10%
14%
Level of knowledge
None– A Little– Some– Thorough– Expert–
Expertise
- Are they an expert?- Ongoing training and development- Search, Digital or Marketing experience- Meet the whole agency team
www.click.co.uk
Tools
- What tools are needed?
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Tools
- What tools are needed?- Increase efficiency- Provide data and insights- Multiple tools needed for best results- Cost and knowledge to utilise tools
www.click.co.uk
Efficiency
- Strategically prioritise work
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Efficiency
- Strategically prioritise work- Transparency and trust is needed- Reporting must add value- Agencies focus on efficiency
www.click.co.uk
Detail
- Efficient doesn’t mean less detail
www.click.co.uk
www.click.co.uk
Detail
- Efficient doesn’t mean less detail- Most agencies use templates- Peer review all work?- Review strategy ‘often’- In-house you have just the 1 ‘client’
www.click.co.uk
Creativity
- Needs to be part of culture- More ideas the better- Provide an example- Review previous work- Agencies draw on what has worked for other clients
www.click.co.uk
www.click.co.uk
Strategy
- In-house integrated with wider business strategy- Agency focus on specific tactics and workflow- Collaboration is best in line with expertise- Comes back to accountability
www.click.co.uk
Technical
- Access permitting- Security and version control- Most agencies want to audit- Regular health checks
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Content
- Complex subject or complicated product?- Know your audience- Specific tone of voice and brand guidelines- Need Content plan based on keywords and themes- Agency train and review
www.click.co.uk
Outreach
- Agencies leverage existing relationships- Content created for third-party audience- Not guaranteed to work- Must be organic- Best to be strategic
www.click.co.uk
www.click.co.uk
Expectations
- Objectives and targets need to be SMART- Priorities have to be aligned- Specify workflow, timescales and deliverables- Ensure cover for leave, sickness and growth
www.click.co.uk
Communication
- Build trust and understanding- Be open, honest and transparent- Micro-management rarely most efficient- Agree involvement of key people- Set communication plan
www.click.co.uk
Thank youwww.click.co.uk/documents
Alan Reeves Director of Search
DDI 0845 205 0270Email [email protected]
Website www.click.co.ukuk.linkedin.com/in/alanreeves1