For this client, weekly meetings have been really effective. Instead of writing off meeting times as unnecessary when there isn’t much to update, we’ve made sure to always meet once every two weeks for a regular point of contact where we can all update each other and stay on top of reactive SEO opportunities.
By circulating notes following a call we can put any passing promises into writing and acknowledge them as an important impact between agency and client. We deliver on these promises and continue to show the client we do as we say.
Making Use of Internal Strengths
Rather than treating the client’s internal team as separate, we took time to get to know their capabilities, capacity and skills to be able to utilise our budget best and ensure we are bringing something new and useful to the table.
For example, ATG Tickets have a knowledgeable in-house SEO and content team, but the sheer size of the company and its websites mean that some projects need to be outsourced. We ensured our SEO skills were aligned to the team’s, before producing smooth and efficient delivery schedules that work best for them.
Responding to Feedback
We make feedback a conversation. We use any response from the client of what they want and what they don’t want, to create internal guidelines of things to consider later down the road. This is especially important in the theatre industry, as multiple production teams have their own audience communication requirements, while different shows have their own tone of voice.
What outcomes were achieved?
Regular work is created and approved, goals continue to be achieved and this has resulted in an ongoing working contract for several years. ATG continues to dominate the SERPs, with most show pages and venue sites ranking first position.