Clickable Product Used: The Clickable Pro Tool
Industry: Marketing
Problem Solved:
Performance-based digital marketing agency Seybold Scientific strives to bring search marketing to the Boise, Idaho business community. George Seybold, Founder and President of Seybold Scientific, has turned to Clickable both for our technical expertise and our personal touch: the same combination he tries to maintain with his own clients. An experienced search marketer, Seybold turns to Clickable for advice and insight, and for help on tracking numerous accounts across multiple platforms.
The Business
Seybold Scientific is on the cutting edge of performance-based
digital marketing. The Boise, Idaho based marketing company helps
local small and mid-size businesses launch, manage and grow their
online efforts with services ranging from designing websites to
improving organic search performance. Of course, a key component of
any digital marketing effort is search engine marketing (SEM), and
SEM is one the specialties of Seybold Scientific Founder and
President George Seybold. However, SEM is a new concept for many of
Seybold Scientific's local clients. To help introduce search
marketing to them, Seybold Scientific works with us.
The New Economics of Marketing
Historically, marketing budgets have been one of the first things
to be cut during an economic downturn. The same is likely to be the
case this time around, as costly branding campaigns and agency
engagements are reduced or suspended altogether. However, much of
that money could end up being spent on the performance-based
marketing that is Seybold Scientific's specialty, and for a very
simple reason. As Seybold puts it, he can report something to his
clients that most agencies can't: "This much in; this much out,
increasing it by this amount." This is the cost of your search
marketing campaign; these are the associated revenues; and this is
the return-exactly the kind of concrete detail businesspeople need
in an environment like this.
Introducing Clients to SEM
Nonetheless, search marketing is a hard sell for clients who've
never been exposed to it, and a new approach is always a hard sell
when times are tough. Seybold is confident that it's a case he can
make. "I need to show the value [of search marketing] while they
get comfortable with the idea. I can tell them, 'You are replacing
a sales person by doing SEM.'" As he's increased the number of
clients using search marketing, Seybold has turned to Clickable to
help him manage and keep track of those accounts. The partnership
that Seybold Scientific has with Clickable is very much like the
partnership Seybold would like to develop with his clients, a point
they appreciate. "I tell the companies I work with, 'Clickable is
my friend. Look what it's doing for me.' They love it."
Daily Monitoring
George Seybold is an experienced search marketer who turns to The
Clickable Pro Tool for insights and advice. With numerous clients
to manage across multiple platforms, he finds Clickable's email
alerts particularly helpful. "I look at the daily email to see
whether I need to do any more and whether we are trending upwards."
When he decides that he does need to make an adjustment,
Clickable's ActEngine helps him determine exactly what that change
should be. "I go through and act on any recommendation, especially
if it relates to the ad unit and the bid."
The Personal Touch
However much technical advances may have transformed the marketing
industry, Seybold is confident that one thing remains the same:
"It's very much a relationship business." This is something we at
Clickable appreciate as well, and try to reflect in our online
Community and our support team. When Seybold has needed support,
he's has turned to Clickable Account Manager Mari Bliss. "Mari is a
delight, spot on for service. I get a personal response every
time." Like Seybold Scientific, Clickable strives to innovate and
improve in the world of digital marketing. We'll also never lose
that personal touch.