Align customer acquisition and growth potential
Having a good understanding of the overall performance of your portfolio will give you a clearer picture of what types of clients your agency wants or needs. You can also control when it is time to slow down new business acquisitions and when it is time to hire new employees quickly.
For Impression, among many other variables, it is retainer levels from 1 to 5 that they have developed for scaling purposes: They currently focus on levels 1 to 3, i.e. large customers with convincing budgets or customers with rapid growth and ambitious goals.
Jovetic recalls a client in the FMCG industry who wanted to triple annual sales and needed an aggressive strategic mix for their digital presence, including search, pay, CRO and digital PR. For the SEO side, they used a forecasting method that allowed them to calculate the potential organic traffic growth and what that means in terms of conversion rates and revenue.
They were then able to create a 12-month roadmap and goals for each quarter as their proof of concept was solid and related to historical conversion rates, year-over-year search trends, device sharing, and even the long tail effect. After completion, it was then fed into the broader digital forecast.
Another example was a large international brand with only 30% unbranded organic traffic, a short-lived history of search engine optimization, and a conservative budget.
This is where Impression’s search team got creative with keyword groupings and current levels, focusing on specific landing pages and long-tail opportunities that would create a trustworthy display and relevant ROI on both sides.
The aim was to see what they are influencing and what leverage they can pull amid the regular challenges of long development queues and limited internal and external resources.
Using a reliable forecasting method will therefore not only help you acquire new customers, but also qualify them and evaluate their growth opportunities. Know when to say it Yes and when to say No will help you in your scaling efforts.
Plus, you can use the Google Ads value equivalent of your forecast SEO scenario and calculate your retainer accordingly, view the business ROI and make sure you have an objective benchmark that the customer can review and trust.
For example, if this is a customer whose estimated Google Ads value is $ 300,000 over the forecast 12 months, a monthly withholding of $ 1,500 isn’t far-fetched. If this is a customer whose estimated growth is close to that of the customer, then this is likely not the customer for you.
With all of these numbers, you have a clear picture of the potential MRR that will be added to your portfolio.
When it comes to a customer worth pursuing, another crucial fact is that they make a purchase. As Jovetic says, forecasting is just as good as focusing on it. That is why Impression has adopted the framework for its own and common goals and set common goals both within the agency departments and with the customers. These are part of the measurement plan so that no part of the monitoring process is forgotten and the right expectations are set right from the start.
This acquisition framework ensures that only relevant customers with long-term potential are included in the pipeline and that the churn rate remains low.
Track business forecasts and goals
In addition to the customer overview, there is also the agency page that needs to be tracked and measured. Again, a simple and efficient metric is a projected MRR – a goal that you have set for your agency to achieve sales by the end of the year.
Impression adopted the Objective and Key Results (OKR) framework to treat themselves as a customer and set goals at every level. As Jovetic explains, each department has quarterly goals and strives to control wear rates.
The executive team uses an operational dashboard in the form of a custom Data Studio report that pulls data from all key business areas: the time management software with tracked hours from each department, the HR system with individual goals, the financial system with cash flows, and so on .
With all actionable metrics in one place, they can generate business projections for their agency and evaluate potential growth scenarios quarterly.
You don’t have to get lost in too many metrics and KPIs.
One to three key metrics that need to be constantly monitored are sufficient, especially at the beginning of the process. After all, most of the indicators lag behind: “Outputs” that can only be explained when the action such as “Customer Satisfaction” is carried out. You can rate customer satisfaction once the quarter or year is over and see the trend. In this case, however, an actionable indicator would be% of the achieved customer goals.
For the SEO department in particular, you can consider:
- The daily tasks that need real-time data.
- The historical trends you need to know.
- The budgets and allocated resources per customer.
The SEOmonitor agency dashboard contains a daily snapshot of your customer portfolio and the most important internal processes:
- The overall status of your SEO goals.
- The visibility trend across the portfolio.
- The MRR status in the entire portfolio and on an individual level.
- The status of the monthly reports across the agency and for each account manager.
- Key insights for any campaign that now need your attention – whether it’s quick wins, campaign issues, changes to competitors, etc.
To ensure that you are always informed about important updates of the business status or the campaigns of your customers, our platform sends notifications for every status change.
In a nutshell
Every KPI set and operational dashboard created is only relevant if it is actionable and “alive”. Setting it and forgetting it won’t help you get the clarity you need.
For every step of the customer’s journey, you can measure potential revenue, actual revenue, and room for growth. As an agency, you need to maintain a balance between existing and new customers:
- Acquire only those customers who are in business for the long term and offer you a healthy ROI.
- Keep churn rates low by enabling internal processes from start to finish: customer goals, internal goals, regular reports, and business reviews.
That way, you stay in control of how your agency is doing and can predict where you can be in a year or two.
SEOmonitor constantly optimizes the agency dashboard in order to take into account the critical processes within an agency – from campaign monitoring and report management to the preparation of offers.
These features are part of our SEO platform which is only designed for agencies.
Join us in our endeavor to bring more transparency to the SEO industry.