We all hate losing clients. We work hard to obtain them and hope the work speaks for itself. In one case we thought we were doing well with a particular clients online marketing program. We met with them every quarter and reported on our activities and results and talked about content ideas and marketing strategies for the next quarter. We had always had positive results and leads to share. Regardless, one day I got a message that they were cancelling our service because the owner thought it would be a good idea to support a local web company.
I was disappointed at first, because I believed we were doing a good job for a fair price. I did ask some questions to make sure his local web company was going to provide similar services so that they were going to continue positioning well with the search engines and keep generating leads from the online activities. The client assured me that they know what they are doing, they are a little cheaper and they are local. I didn’t see the point in arguing and wished him well.
Eight months have gone by and I received an email from this past client last week, with comments like “We used to own half the Google page and now we are dwindling” and “we want to be it, when people are looking for …”. The frustration was obvious.
I reviewed their website to see what had been done in the past eight months and tried to determine what the issues were. Well, to start with, there was very little activity on the website.
Guess what; both your target audience and the search engines like fresh, relevant content.
Some of the activities that we helped this client with from the online service side of things previously was, creating relevant content (information about the industry, products and services that the consumer would be interested in), posting it to the website and social media accounts, making web edits when required, optimizing new content, submitting site maps to the search engines, keyword ranking strategies and social media management.
Good: They are coming back to us.
Bad: The client thought that he was getting a better deal, because the costs was a little lower, but as it turns out with the lower cost, they got very little activity and they lost rankings or as the client put it “dwindling”. Better keyword rankings are achieved with solid online practices. This has turned out to be a costly mistake.
Of course we are happy to help (again).
I’ll leave you with this: