Practical SEO Reseller Tips on Using Marketing Data – Lessons from Teradata Infographic (Inside)

Earlier today, I was thinking of a blog post for SEO Reseller Tips when I stumbled upon an interesting infographic courtesy of analytic data solutions provider Teradata. The infographic was titled, "Untangle Your Data Assets for Sustained Competitive Advantage." A copy of which you can look download from the Teradata website through the link above, or you can also scroll down below to see what I'm talking about.

Source: Teradata

Data is something all SEO resellers should be passionate about; data used for analytics to be precise. That's because information, although appearing boring due to its presentation as mere numbers and figures, says so much about what our customers want. In short, when we have data, we actually have the answer on how we can grow our business. We'll know exactly how our customers want to be sold, how they want to be approached, what type of services they need, and so on. The only problem is, do we have this data?

What is a Zettabyte?

Long and short of it, we at least have ways to access this data if we don't have it today. Chances are we are among the 3 billion people who will create 8 zettabytes of data in this lifetime. (According to Wikipedia, a zettabyte or 1 ZB = 1000000000000000000000bytes = 10007bytes) If that still doesn't make sense to you, look at it this way. Perhaps you've seen one of those external hard drives? Those black bars that can handle 1 terabyte of movies, all the past seasons of How I Met Your Mother and other TV series, and a handful of other media that you would never want other people to see? Imagine having a billion of those hard drives. A billion hard drives. That's a zettabyte.

This just means we actually are creating and storing information in our daily lives. As marketers, white label SEO resellers also store information although it may not be on a central location. For instance, a lot of beginners in this field (yours truly at one point included) actually jot down phone numbers or email addresses of prospects I meet in events and gatherings, where? On a notebook! Worse, on a piece of paper that’s doomed to be misplaced and never to be found. I still do that writing down thing until now and there's nothing essentially evil with that. However, what has changed nowadays is that I enter that information into one central location, AKA my master list of prospects, and do it as soon as I can. It's a simple spreadsheet that contains prospects' names, phone numbers, emails, and business of interest like SEO or PPC.

While this may not be the most advanced way of data collection and analysis, it works for me. It keeps everything organized and in one place. But there's another way I "centralize" data, especially when it comes to prospecting and delivering work reports to clients but I'll talk about that later. For now, let's see why Teradata's infographic is so important for us SEO resellers, marketers, and frankly for any business owner that wants to grow the biz.

Global Trends on Marketing Data

It seems marketers, particularly marketing executives, are looking more and more into data for their campaigns. The Teradata infographic predicts there will be an increase of 60% in spending for marketing analytics in the next three years. It seems it will be a productive three years for providers of marketing analytics software and solutions. But more than that, this prediction means marketers will be relying more on actual data – as opposed to preconceived notions about what works and what doesn't – when it comes to marketing.

Source: Teradata

Another interesting nugget from the infographic is that by 2017, CMOs will outspend CIOs on technology! As I mentioned, it seems executives are realizing the power of data and technology when it comes to marketing. Chief marketing officers now understand the power of data and they are willing to spend on technology to get hold of this power.

Marketer Priorities & the 'Blame Game'

The infographic, which is based on a full-scale marketing study, also listed the top three priorities of marketers today and true enough, all of them have to do with data and technology. They are:

1. Improve Efficiency

2. Cross-Channel Integration

3. Prove Effectiveness with Outcomes and Metrics

Need I say more? What marketing department wouldn't want to prove its worth to its company, right?

Some marketing campaigns are easier to track because they have a fix set of metrics. For example, it is easier for white label PPC resellers to prove the worth of their service because PPC records data like impressions, click-through rate, cost per click, cost per lead, and cost per sale. With SEO resellers, it's a bit more difficult because it is hard to track and organize organic traffic. That is why when selling SEO services, the "value" is often sold, not the actual figures.

Another interesting part of the infographic is the section in the "internal blame game." Unfortunately, this happens even in the smallest of companies. Most of the time, marketing, sales, and IT are disparate departments that do as little communication and coordination as possible with each other. The result? Silos of data that do not provide an accurate picture of the customer and the company's performance. Some interesting stats from this section:

Source: Teradata

Practical Marketing Data Tips, Teradata-Style

The infographic recommends a simple five-step process on how marketers can utilize data to improve their marketing, and eventually increase their revenue. The five steps are:

1. Get smart, get strategic

2. Tear down silos

3. Untangle the data hairball

4. Make metrics your mantra

5. Process is the "new black"

While this step is specifically for the application of "big data," it also works with organizing the marketing efforts of smaller ventures like our reseller businesses. This five-step process actually reminded me so much of the reporting system of my recommended white label SEO provider Endlessrise. Remember earlier I mentioned my other way to "centralize" data when it comes to prospecting and delivering work reports? My provider uses a dashboard system that allows me to contact prospects all in one place. Communication is also saved in one place so every time I need to back track on the conversation thread, I don't need to open various applications. I'm able to send proposals and contact leads in one place.

Plus, when the project is in progress, I can give my clients access to a certain portion of the dashboard and from there, they can check the progress of their campaign. I'd say the dashboard is still a major step in organizing, analyzing, and making use of marketing data. How about you? How do you organize your marketing data?

SEO Reseller Tips - The Definition of the Ideal Modern Marketer

Perhaps the most difficult part of being a white label SEO reseller is balancing parties on two different ends. On one end there's the client, the person who pays you in exchange for services. On the other end, there's the provider, who you pay to give your client the services they need. But here’s how you can make it less complicated. Think about it this way: you're simply dealing with two "customers" with different needs. That’s something a modern marketer can easily do.

But what exactly is a “modern marketer” anyway? Is he simply someone who is able to change his approach based on the kind of customer he is serving, just as how resellers change their approach to bridge providers and clients? Is he someone who prioritizes testing to find out which campaigns actually work? The definition will always change per person, primarily because this is very a subjective topic. But then again, there's a way to quantify what people often qualify. And that's exactly what marketing software company Eloqua did.

Defining the Modern Marketer: From Real to Ideal

Eloqua sponsored a research (conducted by BtoB Research Services) to find out marketers' perception on what a model marketer should be. The survey, which we here at SEO Reseller Tips are lucky to have secured a copy of, asked over 550 professionals who are active in digital marketing.

Among its goals were to define "modern marketing," get a picture of who an ideal modern marketer would be, and where marketers currently stand compared with this ideal marketer. And true enough, knowing your audience and adjusting your approach seem like some of the best qualities needed to become an ideal modern marketer.

Respondents said the "ideal" is composed of 30% targeting. The researchers cited the following as examples of "targeting": knowledge of people involved in the buying process, clearly defining roles and responsibilities, and dynamic profiling to adapt to changing environments. The second biggest chunk was engagement, which accounted for 24%. For instance, delivering the right content at the right medium at the right time is good engagement. Our SEO reseller followers can check the full composition of the ideal marketer below

The ideal Vs. actual modern marketer (Source: Eloqua)

How the Actual Marketer Fares Vs. Ideal

As you may see in the graph above, today's marketers rate themselves as being only 65% of what the ideal benchmark is. For example, they rated themselves only 21% when it comes to targeting, which is what the biggest concern of an ideal marketer should be. They were also short when it came to the second biggest factor, engagement, grading themselves with only 16% out of the possible 24%.

Of the possible 19%, actual marketers are only 12% when it comes to conversion. Researches gave an interesting example of conversion, and frankly one that is often the disconnect in online companies these days: collaboration with sales and delivering high quality leads. When it came to analytics, which accounted for 13% of the ideal marketer's composition, actual marketers were graded only 8%. Marketing technology accounted for 14% of the modern marketer but the actual is short at 9%.

Transformation of Marketers to 'Modern'

What's transforming the "modern" marketer (Source: Eloqua)

The BtoB survey defined a modern marketer as someone who pays attention to the following areas: targeting, engagement, conversion, analytics, and marketing technology. These are the factors that make a marketer "modern." But what exactly led to the transformation of the traditional marketer to a modern one?

The study found that "tracking marketing ROI via technology" is the most transformative factor today's marketers are coping with. It's the biggest change that contributed to the formation of the modern marketer, being rated as No. 1 by 60% of respondents. The surveyed professionals also believe the use of social media in marketing (58%), shift of power from brand to customer (42%), and maturation of demand generation and lead nurturing (42%) are also important changes that "modernize" marketers.

How is Modern Marketing Success Measured?

As the tracking of marketing ROI via technology is a massive concern for today's marketers, it's also not surprising that appeared as a key indicator of marketing success. Researchers asked respondents what measures are most important in gauging marketing success and "marketing ROI" topped results at 35%. This is quite difficult to achieve for businesses that employ various strategies to market their products. On the contrary, those who use purely white label PPC advertising are able to track ROI easily. The ability to influence sales (24%) and conversion rate (16%) also garnered double-digit percentages.

How "modern" marketing should be measured (Source: Eloqua)

Customer retention (9%), customer experience (9%), revenue per customer (7%), and social media metrics (7%) were the other measures for gauging marketing success.

How 'Ideal' Marketers Help Resellers

White label SEO resellers are in essence marketers because they conduct various online efforts geared toward marketing the brand. For example, search engine optimization is of course aimed at landing on the page 1 of Google to that the website can be visible online, and so it can be used to market products. PPC advertising is of course aimed at sending targeted traffic to a sales funnel, and that is essentially marketing. That is why it is important to pay attention to what the modern marketer is up to nowadays.

In a nutshell, the benchmark marketer wants data to see the progress of campaigns and to prove whether his activities are bearing fruit. The use of technology is also crucial. As a reseller, this translates to being able to provide your clients "quantifiable" or "measurable" data on your reports. They also want data that's mined through technology, such as the dashboard technology of white label SEO reseller provider Endlessrise. The dashboard enables your clients to check data about their campaigns just by logging into the system. Remember, it is easier to prove the success of your efforts by providing data to clients and using technology to gather and present that data.

Breaking SEO Reseller Tips: The Best and Worst B2B Email Subject Line Keywords

As an SEO reseller, you are constantly searching for new clients. One of the best ways to do it is to conduct email marketing, which can be as complicated as using software to manage lists of tens of thousands or as simple as writing an honest proposal to a prospect. Regardless of which methods you use right now, there's one crucial piece of the process that matters a lot. It's writing the email subject line.

The email subject line is so important to email or list marketers because much of the success of their campaigns depend on it. Maybe you've heard copywriters say that headlines are the most crucial part of the copy because if people don't read it, they won't read the rest of the copy. Such is the case of the email subject line. And frankly, some SEO resellers struggle to get clients not because they are not good marketers or managers. Sometimes, it's just because they use poor subject lines.

Good thing we stumbled upon a recent study on the most effective and least effective email subject lines. According to British marketing agency Adestra, the keywords "breaking" and "alert" perform well for B2B marketing. (We'll focus on B2B since this is the category resellers likes us fall into.) On the other hand, "reports" and "forecast" performed poorly. 

See the full table below:

B2B Email Subject Line Keywords

(Source: The 2013 Adestra Subject Line Analysis report)

Best, Worst B2B Email Subject Lines

As you can see, the word "breaking" registered a high open rate variance vs. the average at 35.4%, leading all keywords in this category. "Alert" also performed well with 32.9% open rate vs. variance. No other listed keywords fared in the 30's although editor (28.7%), weekly (27.5%), and update (26.8%) fared well with late 20's percentages. Broken down by objective, "breaking" was best performing for B2B content emails. For date, it was "weekly" while for subscriptions, the pound sign ranked highest.

On the other side of the fence, the keyword "forecast" registered the worst open rate variance at -34.0%. Take note the variance is against the average, thus the negative open rate percentage. Report was another word in the negative 30's at -30.6%. This week (-18.5%), newsletter (-11.2%), and top stories (-11.2%) also fared poorly.

What the Subject Lines 'Say'

If anything, B2B email recipients have most probably gotten tired at seeing the word "report," which is pretty much one of the most abused terms in the history of Internet marketing. Saturation point, as they say.

On the brighter side, B2B email recipients seem to appreciate timely matters, at least based on the subject lines they open. The top two performing keywords, alert and breaking, convey some sense of immediacy or urgency and business owners seem to appreciate urgent or timely matters. The other top performing word, editor, conveys a sense of authority. Here at SEO reseller tips, this only means business owners want to receive timely messages from people with authority.

What About Free, Deals, Exclusive?

Breaking: Use Breaking for B2B emails.

Common keywords like free, deals, and exclusive were lumped into the B2C category and for a good reason. These are keywords that are indeed targeted at consumers. If you're curious, the word free registered a -10.3% open rate variance vs. average. Deals was surprisingly good at 7.3% while exclusive was even better at 11.3%. The biggest performers in this category were the words review and iPad, which registered 37.1% and 37.3% rates, respectively. On the worst performers, trial (-45%) and discount (-38.8%) were the leaders.

Perhaps this says a lot on how we should treat customers. The most striking was the word review, underscoring the importance of online reviews. Some studies suggest that majority of surveyed consumers now trust online reviews as much as they trust personal recommendations. And the iPad? Well who doesn't want one!

How to Use this Survey to Get Clients

First and foremost, if they signed up to your mailing list, use the words "breaking" and "alert". That's obvious because these words generate great open rates. Also, ensure that if you use these keywords, you actually have an "urgent" message for your prospects.

Second and more importantly, remember the word "reviews." Online reviews matter today and the best way to optimize reviews is to use correct search engine optimization methods. We highly recommend Endlessrise SEO Reseller Programs for you to use. They have basic, advanced, and custom packages so you can choose which ones suit your clients best.

Another reason why we recommend these guys is because they are experts in Online Reputation Management. Remember reviews? You want positive reviews but you also want negative reviews to sink down on search results. Endlessrise are experts at SEO so they can help you push down negative reviews using positive reviews, articles and blog posts, videos, and other relevant types of content.

Finally, if you are not using list marketing but have clients who do, share this report to them. A good SEO reseller isn't just a service provider to business owners; he is also a partner who is after the welfare of his client. You may think it's a very small thing to do, but "sharing timely information from authoritative sources" to your clients is one great way of building rapport and nurturing them for the long haul.

SEO Reseller Tips: DIY Vs. Outsourced Copywriting

A lot of white label SEO resellers would outsource anything to providers. Be it a simple header for a Facebook fanpage or a high budget PPC campaign, these projects are often carried out by providers for resellers. However, there are some tasks that other resellers would not outsource to providers no matter what happens. And it's not because they cant find backend providers capable of doing a good job in that department; sometimes it's just because they really want to handle it on their own. What are we pointing at here? Copywriting.

The greatest copywriters have boiled down this discipline's definition as simply "salesmanship in print." While good grammar is certainly a must-have, copywriting puts that in the back burner. What takes the driving seat here is selling... it's effective storytelling that attracts attention and convinces prospects to buy. Sounds familiar? Of course! It's because it's basically the same work private label SEO resellers like you do every single day.

Copywriting and Reselling Side by Side

If you look at the parallels, these two fields indeed have a lot in common. They both are after a common goal of selling. Informing, entertaining, and  engaging are other objectives but those are secondary. What copywriting and reselling really aim to do is to sell. It's to convince prospects to pay you for your services. It's for them to avail of a one-time service. It's for them to subscribe to your monthly services.

That's why you may not realize it... but every time you're talking to a prospects and pitching your ideas, you're essentially selling. When you put your words into print, it becomes salesmanship in print, which is basically what copywriting it.

The 5-Step DIY copywriting for your business.

Copywriting expert John Carlton said so. You can read his posts and you'll find copywriting nuggets here and there. Mr. Carlton is not just a guru; he is the quintessential writer-marketer. He knows this stuff. Other names you can look up are Drayton Bird, Claude Hopkins, and Gary Halbert. They are legends.

Should Your Outsource Your Copywriting?

Here's what a lot of white label SEO resellers do. They outsource the copywriting needs of their clients BUT they take care of the copywriting for their own business. This is merely an observation. Does this strategy work? Will it work for you?

Again, some resellers opt for this strategy because they simply love selling. All they need to do is to put their salesmanship in print.

Here's a tip: Imagine you're pitching your services to a prospect. Record your pitch. Transcribe it. Take out that "ahms" and "ahhs." There you have it: a sales letter to send your prospects.

However, this is something that is hard to achieve when it comes to clients needing copywriting services. Copywriting takes a lot of time and if you decide to do everything on your own, you will run out of time for your core business. Remember, a reseller's focus is always on looking for new clients and nurturing your existing relationships.

Also, be wary of possible dangers when outsourcing copywriting tasks. There are A LOT of good writers on freelance and micro-job sites. However, the problem is they usually cannot distinguish copywriting from typical article or blog writing. This can be problematic for you and for your clients if you asked for a sales letter and ended up with a keyword-rich article. That's why it's always better to outsource copywriting to 1) exclusive copywriters (a bit pricy than usual writers) or 2) to backend service providers that offer and differentiate article writing and copywriting.

If You're a Copywriter, You Can Be a Reseller!

We've discussed that if you're a white label SEO reseller, you can be a copywriter. Just put your salesmanship in print. But what if it's the other way around. Can a copywriter becomes a reseller? No one said no! Of course you can! In fact...

A copywriter is in a perfect position to become a reseller. That's because 1) he has a network of clients 2) he's considered a trusted authority by his clients 3) his clients need the services a reseller offers.

Why a copywriter can be a white label online marketing reseller.

Endlessrise is a good place to start for copywriters who want to become a private label SEO reseller. Go ahead and read their back story. Dive into their blog and learn more about their services. They also have a lot of helpful information that will answer your FAQs about this business.

Think about it... Maybe you're just beginning in this field and you only have three clients. Those clients own websites. Those sites need contact optimization. Every now and then, they will need graphics. And then they will need social media optimization. Or, if they need traffic, they might want PPC. These are services that a white label SEO reseller offers and you can make it your side business to resell these services.

To Sum It All Up

1. White label SEO resellers are in essence copywriters
2. Resellers should be careful where to outsource copywriting tasks
3. Copywriters are in the perfect position to become resellers

Why do I highly recommend for you to use Endlessrise SEO Outsourcing / White Label SEO Reseller?

 

As an SEO reseller using Endlessrise for more than two years now, I can definitely recommend their services.

 

There are a lot of similarities between these guys and other white label SEO providers today. They all offer search engine optimization, social media, and web design. But when you’ve tried out a number of providers, you’ll discover that while they have similar products, your preference at the end of the day will depend on which company takes off most of your burden. You’ll go with which company is able to support you all the way. And for me, I’ve found that Endlessrise is the reason why use White label SEO. That’s why I’ll be sharing my experience with this company.

It boils down to two things: 1) world-class support and 2) commitment to help you get clients.

The Best Support for Neophyte Resellers

With Endlessrise, I experienced how it feels to be supported on different levels. Those folks have a ticketing system and they have email and chat support. Their phone lines are open even after EST office hours. But you know what kind of support they have that other SEO reseller providers lack? It’s “human” support.

When you’re starting to do business in the white label SEO niche, you will be frustrated because you have a lot of questions. Sure Google helps a lot. Sure you’ll find a lot of information online about it. But nothing – and I mean nothing – beats being able to talk to a real person about your concerns. This is what I like the most with that company and the reason I’m doing this Endless Rise SEO review.

I want resellers to know that they have options and they don’t have to stay with providers who suddenly go online when you need their support the most. Marketers are starting in this business shouldn’t be frustrated because they get machine-generated responses for their queries.

"The benefits of this white label SEO reseller provider are endless but support is the area where they simply beat out other providers. Real, human support."

It was the first time I experienced getting human support from several managers. It can happen to you, too. For example, when you call regarding a prospect campaign, you’ll be able to talk with a business development manager or a sales consultant. You can ask help from your campaign manager when the project starts. You even have a dedicated account manager if you need to escalate anything.

The expertise and genuine concern their managers have, especially for a white label SEO reseller who is just starting in the game, those are things I have seen only at Endlessrise. Their world-class support is the best you can get, especially when you’re just starting out in the white label SEO business.

They Help You Attract Leads and Clients

The other thing I like the most about this company is their extra effort to help you get clients.

When I was starting out, Endlessrise provided me with free whitelabel reseller sales collaterals for all their services. This has always been in my mind when I was still wondering what is SEO reseller. I didn’t want to write a brochure of some sort because I wasn’t a technical person to say the least. I didn’t know the ins and outs of SEO at the time. So the documents were a lifesaver. And in true white label fashion, you can edit the documents and brand them with your own logo!

And mind you, the initial copies of the sales collateral weren’t as good as the latest versions. They were very basic but they did the job. The materials were recently updated and they now come in MS word versions, which are even easier to edit than the old PDF copies. They keep on improving them. I use them until today. The sales documents deserve mention in my Endless Rise SEO review.

"Those free materials helped me close my first few clients. They help me until now."

Even though I didn’t know much about SEO, I was able to persuade the client to sign up for my services. It was all due to a very informative SEO sales document.

Apart from the document, I also received advice from my sales consultant on how to go about the pitching to the client. I also got help from an account manager who answered my call once. I’ve even heard of stories from other resellers about the CEO of Endlessrise even coming in and helping that reseller land a major client. Has it happened to me yet? Not yet. The help I get from account managers is always enough. But if account managers have this much concern about resellers, I could just imagine how their CEO feels about helping partners.

They also host webinars on getting new clients. Two weeks ago they hosted a webinar about turning 1 failed lead into 50 new leads and it simply blew me away. That webinar was one of the factors that prompted me to write this review.

Newbie resellers often go after pricing and want to be where they can save money, even if it’s just a few dollars. But here’s what I can say about that mentality: instead, go for a company with real human support and one that will help you get more clients. The benefits of white label SEO reseller providers are similar but Endlessrise stands out when it comes to support and commitment to helping you find more clients, therefore more business, and therefore more profit.

Additional trivia about Endless Rise:

 

• Signing up is free
• They started the online marketing white label business
• You can look them up at Endlessrise.com

 I hope this Endless Rise SEO review serves as a major reseller tip for you and helps you decide on which provider you will be choosing.