As part of our recent Small Business Resource For Selling On The Internet (see below), Claudia Bruemmer wrote an article about questions to ask potential SEM vendors.
Questions To Ask Potential SEM Vendors
In today’s marketing environment, buyers and sellers alike are going digital. As marketers turn to digital media, the demand for online marketing services is on the rise. To market your products and services successfully in the digital environment, it’s important to choose the right media mix while selecting the most qualified vendors within your budget. It used to be that finding a good vendor took trial and error or was simply good luck.
While the best recommendations are those from friends and colleagues, businesses can find digital vendors from SEMCompare, SEO Consultants, SEO Market Place and SEMVendor. These sites provide various options for finding companies that provide online marketing services. For instance, SEMCompare allows marketers to match their project and budget to qualified vendors.
Marketers can find reputable Internet marketing companies on these sites because the vendors are usually screened. You can get quotes by describing your project, then interview potential vendors yourself. The sites provide vendors specializing in SEO, PPC, local search, content creation, copywriting, reputation management, social media, landing page optimization, link building and more.
As marketers continue to expand their reach, they are using organic and paid listings for successful search marketing campaigns. Marketers in the vanguard have started social media campaigns. In today’s digital environment, a company needs a well-designed, fully functional website, which means copywriters, web developers, link specialists and so forth. There is a big demand for online marketing specialists, and finding the right one for your business can be a challenge. To help with the process, below are some questions you can ask prospective vendors.
All Projects How long have you been in business specializing in (marketing tactic)?
Can we contact people on your client list for references?
Can you give us names/background of the team that will work on our project?
Will our campaign/project have a dedicated project manager?
Is there a limit to the number of project manager contacts?
Does it cost extra for phone conversations about the project?
Will you outsource any tasks in our project; which tasks and to whom?
What business categories/verticals have you worked with?
Do you provide written methodology for conducting project-specific tasks?
Do you use professional copywriters; what is their background?
How do you monitor/measure traffic/social media mentions/alerts, etc.?
How do you track sales conversions?
What reports do you provide and how often?
What is my involvement in the process?
What is the total cost; do you provide a detailed cost breakdown?
Who owns the campaign data/text/code/links/archive, etc.?
What differentiates your services from others?
PPC What software/management system do you use to manage campaigns?
PPC/SEO Can you describe your keyword research process?
PPC What keyword match types will you use; how do you use negative keywords?
PPC What are your top 5 metrics for success?
PPC Are those managing the campaign Google certified?
SEO Can you describe your link building process?
SEO Do you have case studies with verifiable results of achieved client positioning?
SEO Do you perform competitor analysis and website audit?
SEO/Local What are realistic traffic/conversion expectations for my site?
SEO Do you use search engine guidelines and best practices?
SEO What SEO tactics will be used (code changes, keyword research, Meta tags, copywriting, new pages, linking, etc.)?
SEO How many pages will you optimize on my website?
SEO What ongoing costs are involved in maintaining SEO positions?
Social Do you provide a social media audit, competitor analysis, custom strategy?
Social What social media sites will be used to promote/monitor our brand?
Social What tools are used to monitor brand mentions?
Social How often do you check frequency of brand mentions?
Social Who decides what content gets posted/tweeted?
Social What data is tracked (company, competitors, mentions, relevant keywords, location, etc.)?
Social How do you decide which brand mentions require immediate response?
Social What tools are used to measure social media metrics?
Local What local search directories will we get listed on?
Local Do you use data feeds and what is the cost?
Rep Mgt What services do you provide for reputation management?
About the Author
Claudia Bruemmer (www.claudiabruemmer.com) is a freelance Internet writer-editor and SEO copywriter. She is a former Managing Editor of ClickZ, former Editor of SearchEngineWatch, and author of numerous Internet marketing articles published on iMedia Connection, Search Engine Guide, TopTenWholesale, and other sites.
The SMS Small Business Resource For Selling On The Internet is a starting point to search for providers of online marketing services in the areas of Web Hosting, Search, Ecommerce, and Affiliate Marketing. To access a copy of the directory resource, click here. If you are specifically interested in web hosting, consider visiting one of our sister sites, Web Hosting Talk, to find out more information and connect with others interested in learning more about that topic.