My career path has allowed me to experience this industry from every angle. I started as an in-house marketer, then moved to working on the agency side, and now work as an independent consultant. Having worked with teams as an in-house marketer and with clients has provided me with an enviable vantage point. I remember from my in-house days how difficult it can be at times to get buy-in, and it’s made me more empathetic toward the point person(s) I work with when they hit roadblocks to progress. But my experience with agencies has given me insight into which strategies tend to be more short-sighted (can you say directory submissions, poorly written guest posts, and cheesy infographics?) and which ones are naturally more scalable and effective. Best of all, I never have to build (or buy!) another link in my life, which is the very best part of what I do.
One of my greatest passions is doing site audits for websites. I use a very comprehensive checklist that you can check out here. I update this document regularly and opened it up to the marketing community as a gesture of good will. It is, by far, the most comprehensive checklist online (at the time of writing). Although my audits are comprehensive, they are written in plain English with copious screenshots so that you can pass this document around the company and have your team implement the changes easily.
If your site’s analytics aren’t configured properly, all of your reporting efforts could be skewed and hindered. I’ve seen numerous incidences of clients having PPC data in their organic reports, sending them on needless wild goose chases. And in every single client to date who has done email marketing, I’ve seen gross under-reporting of their traffic from email, which also causes traffic from referrals and direct to be over-reported. Other common problems I see regularly are improper goal configuration, missing tracking codes on pages (sometimes entire sections of a site), improper setup and reporting of subdomains, and lots of duplication in content reports caused by canonical issues and query parameters gone wild. I will gladly clean yours up for you.
Do you know how your competitors are outranking you for the terms you’re targeting? Do you want to know techniques to steal clicks from your competitors even if you can’t afford to invest in resources to outrank them? Yes, even behemoths like Amazon? My approach to competitive analysis is to collect a firestorm of data on the competitors of your choice, look at it vis-a-vis your data, and give you strategies to overtake them. I’ll let you know the quicker, easier wins (like finding out where they’re getting their best links), as well as the wins that will take more resources and strategy.
Has your site experienced a sudden drop or a prolonged downward spiral? Do you see anomalies in your data that you can’t wrap your mind around? One of my specialties is taking deep data dives to find out the cause of traffic drops and making recommendations to get your site back to its original place of prominence. I’ve done forensic analyses for everything from very large sites with visits in the millions to smaller SMB sites.
Are your reports getting the results you want? Or are they drab, data pukes with minimal visualizations? Do they align with your branding? (If you’re not sure, check out this presentation I did at SMX Advanced to see the difference sexy data can make.)
One of my greatest passions is making data sexy. And I love to do that for clients. So I take your data and find out the story you want it to tell. Do you want to show overall and/or organic traffic (and maybe revenue) over time with a cool, scrolling chart? Do you want to see year-over-year data for your top marketing initiatives? What is it that you need to communicate to your boss, team, or clients that your current reports don’t? I’ll help you figure that out and pull together a reporting dashboard you’ll be proud to present.
Also, if you’re using Google Analytics, I’ll set your dashboard up to pull in data straight from the API and show you how to update it on a monthly basis. Or you could hire me to do the reporting, including analysis of results, for your company.
Does your team need training for SEO, web analytics, or Excel skills? I love making others awesome. You can hire me to come in and teach your team the skills they need to as marketers. In my training, I use your data, your analytics profiles, your real-world problems to illustrate all of the techniques I teach. I find it to be more effective for some than scripted, one-size-fits-all training models.
Some may think it’s odd that I’ve taken the service that is most agencies’ and consultants’ bread and butter and listed it last. I’ll tell you why. I’m actually pretty picky about the clients I take on for consulting on a retainer basis. The reason for that is, having worked on the agency side, I’ve seen too many times where companies sign up for consulting services but then don’t have either the resources, buy-in, or interest to make the changes that are critical to staying competitive. So if there’s not that synergy and agility to make the changes necessary to edge out your competitors, I’d rather see a company allocate those resources toward ventures they can get results for.
This doesn’t mean that I’m wed to my recommendations. Not at all. I always let my clients know that no one knows their business and target audience better than they do. So I might toss out a recommendation that either isn’t feasible at the current time or might collide with another initiative or their branding or whatever. That’s all to be expected. But the clients I enjoy working with most are the ones that take recommendations, chew the meat, spit out the bones, and innovate. Why? Because it’s tremendously rewarding for me. And I hate to waste money, and I hate to lose. Like ever. I extend that frugality and competitiveness to my clients. And I avoid playing board games with anyone I might want to have a long-term relationship with.
Let Me Know How I Can Help