What do you do when someone can't see the positives?

[a1exn1987]

I'm a freelance content writer and web copy expert, so I work within online marketing often.

What I do is of a high-quality and truly adds to a site in terms technical SEO value and user experience - or just makes it easier for a client to do that themselves, like if I'm providing them with a Content Plan for their blog for example.

It's true there is a lot of spammy rubbish out there but what do you do when someone can't see the positives? Many people, who don't know otherwise, just think SEO is 'dodgy'.

This isn't an issue affecting my work, it's just annoying that the opinion is quite common. I come across it often when I'm looking at discussions online or even just in conversation with someone when I tell them about what I do.

Anyway, just a thought - but I can't think of anything that will teach them the real value of online marketing other than teaching them all the ins and outs of what is a massively complicated sector that is constantly evolving.

Anyone else experience this?

 

[cjd]

Many people, who don't know otherwise, just think SEO is 'dodgy'.

SEO is dodgy. It's riddled full of cowboys and has a poor, unprofessional image - and it deserves it.

So your job is to find out how to make people trust you despite that. That means you have to build a personal reputation and get work through recommendation which takes time and perseverance.

 

[Annoying Donkey]

That's because there IS a lot of spammy rubbish out there...

If you're selective, you can find some terrific clients who 'get it'...

But you you can't convince someone, then accept that they're not your client...

One of the best hints I had before I started was to avoid clients who find you via search. They tend to think they know what they want, but they rarely know what they need...

 

[a1exn1987]

Thanks.

I do tend to paint myself as an 'alternative' that understands the balance between technical expertise and creativity that is needed for good SEO.

I would say the industry is changing though. Little by little.

 

[zigojacko]

It's the job of the professional / expert / specialist (etc) to educate to the client the benefits in what they do and why it should be done that way. This will often require extensive knowledge beyond just the service that you offer to help them understand the bigger picture.

It's tough when most businesses have been burnt by poor providers so many times in past. Some businesses won't get it / don't try to get it / will never get it. They'll be the ones that continue to hire low quality, spammy cheap trash and will never get off the ground in business. There literally is no helping some people but they are the target market for agencies/freelancers that offer low quality work, not for those that are legitimate that genuinely aim to help drive a business forward.

 

[a1exn1987]

Thanks Zigojacko.

I agree. Like I said in my post this issue isn't affecting my work. I suppose I'm lucky in that regard that educating clients on the subject isn't a problem, but it does come up in conversation from time to time - just casually.

Sorry, now that I think about it this is probably the wrong section of the site for this thread. It's more of an interpersonal/networking issue when socialising I suppose.

 

[fisicx]

Don't tell them you do SEO. Just tell them you specialist in wealth creation.

 

[cjd]

If I was in the SEO business, I'd found a really active trade association, develop best practice documents, start an award scheme and a quality mark and start pushing out PR.

As individual companies and individuals, it a tough job to turn around an poor industry wide image.

 

[That Bates Girl]

Don't tell them you do SEO. Just tell them you specialist in wealth creation.

If someone told me they did wealth creation I'd assume they were about to try to sign me up to their herbalife downstream!

Lyds

 

It's the job of the professional / expert / specialist (etc) to educate to the client the benefits in what they do and why it should be done that way.

Not my job beyond showing them my past results,I ain't going to spend time converting the doubters ,I just move to the next one in the queue.:|

 

[Michael Nguyen]

I started dabbling with SEO in April 09, then got a day job in SEO from Jan 11 - May 12.

I learnt the trade on how you do "proper SEO". I then quit the day job and started my own SEO business and have been going since Jun 12 - to present.

So what is my view on SEO? It's a dodgy business and I have to work really hard to convince a client to invest in me. I've ranked super competitive keywords and even referrals from these clients doesn't help make me get the work. As there are no guarantees with SEO, it usually means the client is taking all the risk (unless you do a pay per performance model).

Unless it's measurable, you're going to have a hard time selling it. I don't actively sell SEO anymore as I'm tired of the client education process.

Sell results and you'll go further. Set up your system and say "I'll sell you 15 phone calls per month of which you'll turn 5 into customers, only pay per lead"

I've done this long enough to understand that clients don't care about the little details of what you do despite its importance, all they care is results and what you'll do for them.

Make the phone ring and they'll love you.