One of the keys to success for any agency is building out your client list. However, this isn’t always as easy as it sounds. You are going to want to make sure you are doing your research so that you aren’t bringing on clients without a high return on investment.
These following steps can help ensure you are identifying the best possible prospects for your agency.
Start with Oppty and order a qualified lead list
There are 4 types of opportunities (leads) you can get from this tool:
Marketing Budget Positive Trends - businesses where SEMrush saw a growing marketing budget.
Strong Competitors - businesses that SEMrush sees competing with more successful businesses and therefore would be in need of digital marketing help.
PPC/SEO Budget Gap - businesses that SEMrush sees with a large gap in their budget for paid marketing and SEO services. If you offer SEO services, this is an opportunity to pitch your service in order to complement their paid marketing successes and distribute their online marketing budget more evenly.
Negative Trends - businesses that SEMrush sees currently losing their top positions on Google, and therefore would be in need of help from a specialist.
Once you choose the parameters of the tools that you want, SEMrush will show you how many leads we found and some general details. If you decide you want to order these leads, hit the green “Order these leads” button.
Oppty will send your request to our account executive team and you’ll be contacted with a quote for a detailed list of your leads. With each lead, you’ll see:
Digital marketing budget
If you want to further qualify these leads or investigate other leads with the tools in SEMrush, follow the steps below.
Get quick insight into a domain’s search performance
Enter a potential prospects domain into the domain overview report to get a quick snapshot of the website's presence. Here you will be able to see the organic and paid search traffic in order to understand the client's current scope.
From here you can go into further depth of their organic or paid traffic, depending on what type of work you will be doing for them. Luckily Domain Overview gives you quick snapshot summaries of both Organic and Paid search data.
This can allow you to understand which parts of their site need the most improvement and where they have a chance to surpass their competition.
Check out Winners & Losers Report
After you check out the overall potential of a domain, you can use the Winners and Losers report to see which domains are making the biggest improvements in their search traffic over the previous month. However, you can also see which domains are seeing a decline in their traffic.
This report is an excellent resource for potential prospects for new clients. You can look for improving domains to show them their full potential or use their declining traffic to demonstrate just how much you can help.
Analyze the health of the site
Let’s say after a quick look at a domain’s presence and you see its improving or how you can help it, you decide it has potential. Now you are going to want to check out the health of the website. Go to the projects section of SEMrush and run a Site Audit. Once the site audit is done crawling you will be able to see the health score, as well as the list of errors, warning, and notices.
Use these to highlight what issues are going to be most important for a potential client. If you see a lot more errors on the site than normal, you can leverage that information to show the client just how much you can potentially help them.
Generate your own leads
With the Lead Generation Tool, you can create a custom widget to place on your website that can help collect email addresses from website visitors. This tool offers visitors a sample website audit in exchange for their info.
You can use this to build up a list of email leads to then leverage into future clients. Create a fully customized call to action so that you are reaching as many new clients as possible.
You will be able to see any of these new clients in the leads section of the tool. Here you can see the clients email, URL (from your site) and the date the lead was entered.
Run a competitor analysis
Use the Organic Research Competitors report to see all of the websites that frequently compete with your potential clients' website traffic on organic search results.
You can use this to show a client where they are being outperformed and explain to them how you can help. This will also show their site’s top SEO competitors that you need to worry about.
Next use the Keyword Gap to identify the keywords that are unique to their domain, and discover gaps in their competitors’ strategies.
Use this to show how you can help make up for these keyword gaps.
Using these steps can help you do the proper research in potential business prospects. You will be able to see if the client is going to be worth your investment.
Once you've identified a potential client, check out our how-to article for onboarding new clients.