Beyond Clicks & Conversions: Six Requirements For A Value-Added SEM Vendor
 by: Kent Lewis

You’ve probably already read articles about how to select a search engine marketing (SEM) vendor, as they’re a dime a dozen. Most are written by an agency owner, highlighting areas they are strong in to optimize the soft-sales pitch. If you think this just another one of those articles… good call! Rather than focus on traditional evaluation criteria for selecting an SEM vendor (i.e. credentials, case studies, references, published articles, conversion rates) I’m going to outline value-add criteria that truly generate an ROI for your business. Below are 6 elements any good vendor (SEM or not) should provide as a strategic partner interested in your bottom line.

Education

On the most basic front, an SEM vendor should add value by educating you, the client, by sharing their knowledge of SEM strategies, tactics, technologies & trends. Does your SEM vendor send you news (either ad hoc or via newsletter)? Do they maintain a SEM resources section on their site, or an industry blog? One way we’ve educated our clients is by hosting a free half-day seminar, bringing in our valued partners and industry leaders to share the latest and greatest you usually have to spend big bucks to see at Search Engine Strategies.

Experience

I started my career in high tech PR, representing a technology company (now called LapLink). For the first year I pitched their product to press & analysts, I’d never even seen the application, let alone used it. Once I had an opportunity to try it, I was amazed, and it helped me do my job that much more effectively. Lesson learned. Has your SEM vendor tested or use your product regularly? We not only make a point of experiencing our clients’ products, but we often purchase them. Some are easier than others, as a bag of Kettle Brand Chips are not as much of a financial commitment as a hot new LCD projector from InFocus.

Feedback

I’ve been a customer of WebTrends & WebPosition since the products first launched. Since then, I’ve had the opportunity to provide input on future iterations of the products. The same goes for our other service-based clients. If your SEM vendor isn’t providing you feedback based on their experience with your products or services, they’re either ignorant or fearful, and neither is helpful to the evolution of your company.

Referrals

Regardless of whether or not your product or service is useful to an SEM vendor, they should be sending you potential prospects and partners. If they don’t, they aren’t a strategic partner and you’re missing out on growth opportunities. We regularly refer customers and partners to clients, not to mention recommendations on potential vendors and employees. This is particularly true for long-term clients like InFocus and Marqui, who come to Anvil as a trusted partner with a variety of requests.

Exposure

Due to my background in PR, I’ve spent a good amount of time promoting Anvil via press releases, syndicated articles, speaking engagements and awards, but that’s not unusual. What is unusual is if your SEM vendor does that for you. Even though we do not offer PR services per se, we’re always looking for opportunities to promote our clients. We’ve brought a handful of clients into speaking opportunities, and even included them in pitches that have resulted in press coverage.

Strategy

If you’re the type of company that doesn’t look to vendors for strategic business advice, please stop reading here. If you’re the type of company that is always looking for that edge, and is open to input from vendor partners, you should already have received unsolicited advice from your SEM vendor. On more than one occasion, we’ve had to be brutally honest with our clients about short-sighted marketing strategies (that impact us directly) or even bigger picture business strategy (branding, positioning, infrastructure, etc.) based on our collective knowledge and experience. It takes a strong company to listen, and an even stronger company to act on that input. So far, telling clients the truth hasn’t hurt us.

Moving Forward

Assess your current (or potential) SEM vendor based on the number of the above criteria you believe they meet or exceed. One point per element gives you a possible score of six. Below is a helpful matrix that provides suggested next steps in your pursuit of the ideal vendor.

Score:

1-2: Start looking for a new vendor. SEMPO is a great place to start.

3-4: Time to have a heart-to-heart about your desires and expectations as a client and set goals

5-6: You’re in good hands; continue to foster and evolve the relationship.

Indeed, any good SEM vendor should go the extra mile for your company. I have no problem demonstrating my dedication to clients. I liked one client so much, I married her. Talk about commitment.

About The Author

Kent Lewis, President, Anvil Media, Inc.

With a background in integrated marketing, Lewis left a public relations agency in 1996 to start his search engine marketing career. Since then, he has focused on helping clients solve business problems via the Internet. Lewis founded Anvil Media, Inc. in 2000 to help clients enhance their Web site performance, increase their visibility and generate sales online. He was also Director of Marketing and Business Development at goodguys.com, an online electronics retailer. Lewis is creator and Editor-in-Chief of Anvil, a free monthly e-zine and is an adjunct professor at Portland State University. He speaks regularly on emarketing-related topics at industry conferences like Search Engine Strategies. Lewis sits on the board for Portland Advertising Federation and is actively involved in local charitable organizations. He recently founded Anvil's Annual Get SMART Gala event to raise awareness for children's literacy. Lewis received Portland Business Journal's Top 40 Under 40 Award in 2004.