Office Hours
Regardless of if it's Office Hours, OVAs, Training Sessions, or Demos; We interact with our customers with one purpose. What is that purpose?
Make them 100% confident Semrush is the right solution for their goals.
Explain what level 2 listening is? Why it's beneficial for anyone in customer success?
Your focus and attention are on the other person in the conversation. Your mind is clear and you are not trying to figure out what to say next. You are able to hear what is not being said. This level is where you should aim to be when having a conversation with your customer.
WHY - The customer will share a ton of info about their world, it is up to us to hear everything they are saying and confirm you heard everything by playing it back. That way we can instill confidence, leverage the information the customer deems most important, and guide them to the right solutions.
No matter the persona or goal, every SaaS needs to be able to ______, ________, _________, and ___________key metrics in order to prove out ROI and Semrush is no different.
Measure, research, report, and improve
Name 1 recommendation for the user to do that's relevant + will drive value towards achieving their goal.
Tool = Site Audit
Customer Goal: (SEO) Increasing traffic to your website.
Site Audit will help you identify problems on the website. Specifically, you can use it to look for any duplicate titles or meta descriptions on the website, as well as pages that are missing page titles. Take note of these and plan to rewrite the descriptions and titles of the pages that have duplicates or missing information.
By connecting your Google Analytics account you can get the information on the number of unique pageviews + orphaned pages (pages on your website with no internal links pointing to them) in the report. Identify the most viewed pages and fix them first. These both present opportunities for improvement, as you should add links to the orphaned pages and optimize the code of the pages that take too long to load to improve the user experience of your website.
3. In the Crawled Pages report you’ll find insights on, The HTTP Status Codes represent a server’s response to a user’s request. Pay close attention to the 4xx and 5xx status codes as these show that a page is unavailable due to some error.
Give an example of a "calibrated question" you can ask a client when setting milestones.
What's a reasonable timeframe to achieve this goal?
How do we start this process to work towards that deadline/goal/milestone?
Let’s discuss setting some goals around the recommendations I gave you today. What is your timeline for achieving this goal?
When a Customer is 100% confident Semrush will help them reach their desired outcomes, they have a great experience. When those 2 things happen _______ & ________ happen.
Retention and Expansion happen.
60/40 RULE The rule is simple — in any conversation, as the person who is conceptualizing, developing, selling, or optimizing an idea, you should listen at least 60% of the time; and talk no more than 40% of the time.
Why do we want the customer to speak 60% of the time as a CSM or OBS?
When you truly listen, feed it back to the customer, clarify and ask follow-up PQ's you will uncover much more customer intelligence.
There are many things within Semrush that can be measured for digital marketing success.
Name 3 things Customers can measure within Semrush?
- Technical health score
- Keyword count
- Competitor KW count
- Healthy Backlinks
- # of backlinks
Name 2 features to highlight that are relevant and will drive value towards achieving the customer's goal.
Tool = SA
Customer goal = (SEO) Increasing traffic to your webiste.
Below the errors, warnings, and notices you will see the Top issues from your audit. These issues are shown based on their priority level and the number of pages with said issue. The best way to start making changes on your site that will improve its health and visibility would be to work on all of the Errors.
For quick wins, you should focus on the Thematic Report that received the lowest percentage of health. Click “View Details” to investigate the triggered Issues and stats. Focus on fixing the Errors to maximize the benefits with minimal effort.
3. If you’re planning on monitoring the progress of your website’s health over a period of time, you should use the Compare Crawls and Progress tabs in Site Audit. These reports give you the ability to follow which errors, warnings, and notices on your site have been fixed and if any new issues have appeared over time.
The last impression succeeds the _____ ________
Next interaction
To make the customer 100% confident and stay 100% confident Semrush is right for them we need to do 3 things.
Active listening, Engage with the client and Recommend.
What CS frameworks are directly impacted by active listening and talk-to-listen ratio conversation skills? And why?
Office hours, MRRI, inside the tool framework
Our clients will always be looking to improve and always looking for insights to take action. We MUST help our customers continuously find valuable insights that drive Improvements.
Name 2 recommendations into what Semrush can help customers with when it comes to Social Media marketing?
- Analyzing your competitor's SM strategy.
- Finding and sharing content on your SM platforms, to drive consistent engagement + traffic to their site.
Keep in mind, social media traffic is quicker than SEO and cheaper than PPC. Do they have a large social media presence? If their goal is to generate traffic in some way this could become a key recommendation.
Customer scenario, your client wants to find the best keywords for their next advertising campaign.
Using the inside-the-tool framework, what tool would you highlight? What area of MRRI? And what is the value-driving feature?
Advertising research - Research
KWMT + KW manager - research
Bending Reality. The fear of losing something, what will the client lose if they don't do this or what will they gain if they do?
Customer scenario: Your client still has not connected GA/ GSC to the Backlink audit. How can you use the "Fear of losing something" tactic to get them to start utilizing it?
GSC - Think about all of your backlinks that are not in sync, you'll be fully optimized to make the right decisions when analyzing your backlink profile.
GA - By connecting your Google Analytics account, you guarantee that you’re looking at the most accurate traffic analysis of links in your Backlink Audit.
Office hours are designed to give us... Name one of the three benefits (office hours VS. OVA)
- Flexibility to manage large volumes of accounts
- A hook that doesn’t intimidate or confuse customers like OVAs or Training Sessions
- Customers who need a lot of our help or just a few pointers - this matches the needs of our client base.
Powerful questions help you uncover the ______ or ______ behind what your customer said.
2. How would you respond back to this customer scenario, "Semrush is great but it's really overwhelming. I used Moz in the past and it was more simplistic."
1. The reasons or emotions
2. Asking for additional information on how they’ve used competitor platforms will give you valuable insight into what the customer is looking for, and how you could position alternatives and build value.
Also, touch on how Semrush is not complicated, it will streamline their workflow and save so much time for them. So dig deeper into what the customer's goal is with Semrush, that way you can find a specific workflow for them. - Use that information to have a richer dialogue to provide more value + additional perspectives.
Data tells a story. Building reports around the leading and lagging metrics helps us tell the story of how Semrush is bringing value to the customer by showing the progress made.
Your client would like their PPC achievements, tracking their campaigns on metrics like CTR, CPC, and conversions. Also, their Google Ads. Can we do this in Semrush? What can we offer as a reporting solution?
1. By tracking your own campaigns and reporting all the specific metrics like CTR, CPC, and conversions.
>>> by connecting your Google Ads accounts and Google Analytics integration in My Reports) These widgets include a campaign performance overview, metrics chart, keywords performance, top campaigns, and more.
2. By exploring PPC strategies of any website in our database (your competitors).
>>> Advertising research, display advertising, and PLA research from competitors.
>>>The easiest way to show them their paid advertising results is to make use of the Full Advertising Research report template found in the Template Gallery.
Your client wants to find the gaps in their content plan and start creating more SEO-friendly content for their blog.
What are some other value-driving features you can add to this? Why does it matter? How do you determine what features to showcase?
SEO Friendly content - SCT and SWA
Explain the power of NO!
Pt 2 - How can you use "no" to get an answer from a client that hasn't taken a demo from you yet? How can you approach this with the use of "no" to get an answer.
Would you be against learning how semrush can drive more traffic to your website?
3 PART QUESTION
1. What are the 2 types of metrics our customers will be looking to drive?
2. Give an example for each one
3. What Semrush tool could they use for that metric?
1. Leading & Lagging indicator metrics
2. Lagging examples: Traffic, leads, conversions, online visibility.
Leading metrics: # of keywords, backlinks, High site health score, High social engagement.
3. PT, SA, BA, SMT
How long do you believe you can talk without any participation from your customer and assume you still have their full attention?
30 seconds - The customer is hooked on what you're saying and they are following along and interested.
3 Part Question:
- What sticky tools are they using?
- What supporting tools are they using? What supporting tools are they missing in relation to sticky?
- How would you formulate the message in the customer's language? What facet of MRRI would you use and why?
INVOLVE ALL ACTIVE TOOLS: Keyword Magic Tool, Keyword Research, SEO Writing Assistant, SEO Content Template, Dashboard, Backlinks, Organic Research, Projects Site Audit, Projects On-Page SEO Checker, Domain Overview, SEO Dashboard, Keyword Overview, Projects Backlink AuditKeyword Magic Tool, Keyword Research, SEO Writing Assistant, SEO Content Template, Dashboard, Backlinks, Organic Research, Projects Site Audit, Projects On-Page SEO Checker, Domain Overview, SEO Dashboard, Keyword Overview, Projects Backlink Audit.
Sticky tools - KWMT, SA, OPSC,
Supporting tools - Keyword research, SWA, SCT, Backlink analytics, OR, Domain overview, SEO Dash, KW overview
What supporting tools are they missing in relation to sticky? LBT, KW Manager, My reports, SWA, KW Gap, TR, BL Gap, PT
Outreach - Measure, Research, or Improve Approach.
Example Tool = KWG
Customer Goal: Find Transactional Keywords in their niche.
What other recommendations could you provide this customer with?
“Transactional” refers to keywords that indicate a searcher’s intent is to buy something or take action on a website soon.
- go to KWGAP, Identify your competitors in search, Look at all of the combined keywords among your top competitors
- filter by transactional intent
1. _____ will build a relationship and help you create trust base influence. They’re basically verbal observations, the most useful tool to unwind and solve problems.
2. Who has control in any conversation? and why?
1. LABELS!!!!!
2. The person asking the questions is in control! Bc you're the one guiding the convo and uncovering information about the other person.