Episode Details

About Keith:

Keith Perhac is the founder of SegMetrics.io, a Saas company helping course authors, product creators, and self-funded businesses increase their revenue from their existing traffic.

Unlike most marketers, Keith is also a developer, which facilitated his transition from DevelopYourMarketing.com to “the dark side” (AKA SaaS). This gives him an innate understanding of two key things: the marketing strategies required to grow, and how to implement said strategies for your business.

Currently, his online software helps marketers and agency owners get 100% clarity on where their leads come from, how they act, and how much their marketing is really worth.

In his spare time, you can find Keith buried in Dungeons & Dragons.

SegMetrics.io and How it Started

Like all good software solutions, it was born from an itch that needed scratching.

Keith started out as an agency owner, and had been doing funnel optimization and campaign optimization for a number of digital marketers. As his client base grew, so did the time spent on pulling the required numbers for the reporting process.

“Pulling numbers is not what I got into marketing for… Understanding what to do with those numbers is why I got into marketing.”

Numbers are vitally important to any business, particularly marketing, yet Keith and his colleagues were finding it to be a “huge time suck.” Being developers by nature, they committed to finding a more functional way forward.

So, they built the first version internally, based on the premise of “Hey, can we drop these numbers into a
database and then calculate them automatically?” As it turns out, you can!

 

The Importance of Client Communication and Reporting

Think about it… a client comes to work with you because they need guidance in a certain area. The more communication you have with a client, the more you can alleviate any lurking fears regarding your expertise in your field.

“The number one thing I’ve found working with agencies, and things that we did internally, was to create a process. The stronger the communication process, the more confidence a client has in your agency.”

Conversely, it’s worth bearing in mind that over-communication can have the opposite effect. It indicates a lack of structure and a certain malleability. When a client feels they should take control of a project, you’re in danger of losing your cache – that being your expertise.

There are other pitfalls leading from that. For example, you could find yourself dealing with items that aren’t in the project scope; fixing up “little things” that need tweaking, and – as Keith attests – “suddenly, you’re a development shop instead of a marketing agency.”

So, a set process is key to working well with clients from the offset. You can start this by ensuring…

• Every step is documented for both parties
• Each step is part of a set process, showcasing how things are progressing/improving
• Every step then has a subsequent action

This way, the client never feels in the dark, constantly wondering ‘What’s going on next?!’

 

Value Communication During COVID-19

Right now, it’s more critical than ever to be communicating value to clients. It can actually be bad for your clients to cut you right now if you’re driving results for them, particularly online.

“If you can keep revenue the same, or keep it from tanking, that’s your agency fee paid for right there. That’s the value you need to show and that’s what we try to do with our funnel optimizations.”

You need to show them you’re not a cost, but an investment and a value-add, and you do that through your concise communication and reporting process.

“Look, here’s what we did this last mont