This is a topic very close to my heart, as I believe that SMO, ORM and SEO are all interlinked and need to be used together to benefit the client. As an account manager, I always try to ensure that my clients are fully aware of what each of the services entail, how they complement each other and how the combination of these can rocket your marketing efforts sky high.

When a client comes to you to help them shape their online presence, they need a partner; someone who is going to work with them to achieve their goals. It`s not just about rankings, it`s about conversions, ROI and brand awareness. Online reputation is just as important as advertising your brand and increasing your sales, and working together with your client to explore every possible angle is not only great, it`s essential.

As an SEM agency, your service should never end. A successful ORM campaign does not mean the end of the need, it`s merely the beginning. Keep clients informed to ensure that they stay abreast of impending threats and understand the importance of constant monitoring and positioning. Proactive suggestions are needed from both sides and it`s up to us, as industry professionals, to ensure that constant mentoring and support is in place throughout the relationship.

As search specialists, we need to make sure that we spot the issues before they develop; prevention is better than cure. Social media is so dynamic that new accounts are opened every single minute, and bloggers are so ruthless that if you`re not on your toes you will fall into a marketing black hole.
Keeping positive press at the top of the search results is an uphill battle; constant interaction and response to negative comments is a part of the job. If you do this, not only will you maintain a level of control, but you will inspire respect, and brand champions will continue to sing your praises from the roof tops as long as you keep to your word.

Don`t underestimate bloggers` power; if you win them over, the benefits are priceless. A small effort goes a long, long way and if they like what you do, they will spread the word.

A client/ agency relationship is like a marriage of sorts. When it comes to social media and ORM, it`s important that both parties are involved, as the agency guides and supports the client and works in close partnership with them.

If the client responds to negative press personally, it carries so much more weight than if a 3rd party did it on their behalf. It`s critical that there is a brand evangelist within the organisation that can do this. It`s the client who needs to communicate with the consumer.

The agency is there to flag, guide and support the client, but the relationship has to be a two way street or else it will never work. Product quality and service excellence make the biggest impact on consumer`s perception of a brand. If you keep consumers happy, and do all of the above with integrity, this will rub off on others. Word of mouth is the most powerful marketing tool of all!

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