1. This site uses cookies. By continuing to use this site, you are agreeing to our use of cookies. Learn More.

Butts in Seats

Discussion in 'BlackHat Lounge' started by BassTrackerBoats, Oct 16, 2014.

  1. BassTrackerBoats

    BassTrackerBoats Moderator Staff Member Moderator Jr. VIP

    Joined:
    Mar 10, 2010
    Messages:
    12,757
    Likes Received:
    21,979
    Occupation:
    I don't actually have a job
    Location:
    It's an Algo, of course it can be gamed.
    Home Page:
    If you think that the premise of your business is how you can make money off of a client you have it all backwards and I'll share why below.

    At one time I had the opportunity to buy into a minor league baseball team down in the State of Florida with a group. My investment would have been small and my part in the operations would have been next to nothing as I was just part of those putting up money.

    During the discussions the phrase, "Butts in Seats" came up often as that is the measure a ball club uses when determining the chance of making a buck or not. If there is nobody at the game, there is no chance to sell them hot dogs, beer, popcorn, etc. Every person that came into the ball park would have a dollar figure attached to their head as, on average, a fan would spend X amount of dollars and thus the more "Butts in Seats", the more revenue.

    The talk was continually about how would we get more "Butts in Seats" to increase the projections and thus increase our ROI.

    Simple enough.

    The same applies to those of us that serve clients but with a bit of a twist. Our job, as a service provider, SEO guy, FB optimization guy, Social Media manager, ORM guy, etc, is to generate a ROI, or put "Butts in Seats" for our clients. If we are not doing that we are not doing our jobs properly.

    As an SEO provider I believe it is important to find the proper KWs that would generate a stronger traffic flow to the site of my clients. That means getting organic traffic that are buyers so that my client gets the kinds of visitors that spend money whether that be in the form of clicking adsense ads, filling out CPA offers, shop in their eCommerce store, visit their brick and mortar, etc. We do a fair amount of thinking on that end and that is before they are actually a client in order to be sure that we can serve them properly.

    As a Social Media Management company you need to be thinking the same. Is what you are doing generating buzz enough to get people to be thinking of your client when they are ready to pull their wallets out?

    Same with all the other various services we, as professionals, supply; we need to continually have this question in front of our faces.

    Is my client getting more butts in seats and thus more revenue and thus a return on the dollar they are spending with me?

    If the answer is "No", then you need to step back and do some soul searching and see how you can improve your service experience so that your client is making money from you.

    It is not how can you make money from them, it is how can they make money from you as that will provide quality for your client, grow your business and provide a long term living for your family and yourselves.

    So, next time a client asks you about your service, think, "How can I put more butts in his seats?" as that is the key to making a living as a service provider.
     
    • Thanks Thanks x 17
  2. howard_hughes

    howard_hughes Elite Member

    Joined:
    Jul 23, 2009
    Messages:
    5,048
    Likes Received:
    3,684
    Occupation:
    Just Another Digital Marketer!
    Location:
    "Insta Rank"
    Home Page:
    Another Classy Post, Smashing!
     
    • Thanks Thanks x 1
  3. LostConnection

    LostConnection Senior Member

    Joined:
    Jul 20, 2014
    Messages:
    1,172
    Likes Received:
    1,350
    Location:
    Grinding away in the night
    I don't think I'll be able to stop saying "butts in seats" anytime soon now that I've read this.

    Good stuff nevertheless!
     
    • Thanks Thanks x 2
  4. Trepanated

    Trepanated Supreme Member

    Joined:
    Sep 18, 2010
    Messages:
    1,395
    Likes Received:
    5,324
    Very good point BTB - it's simple, it's true and it's obvious, but it's amazing how many people don't think like this.

    If your focus is on how you make the customer happy, you almost don't even need to think about the money - it will just happen.

    To be honest, I am glad I have competitors who don't think like this, because I have won a lot of business with some very large companies in my time - purely because the incumbent service provider (my competitor) gives a bad service and I give a good service.

    I look at it like this:

    Putting the money first is what I call over promising and under delivering - promising the world just to get the money and then not delivering because delivery was not your priority (and it should have been).

    The right way to do it is to under promise and over deliver - I can't ever remember a client who got rid of a service provider who operated this way.
     
    • Thanks Thanks x 2
  5. WPRipper

    WPRipper Supreme Member

    Joined:
    Mar 24, 2010
    Messages:
    1,377
    Likes Received:
    1,493
    Location:
    Proudly romanian
    I hope 'experts' and 'gurus' from this community will learn something from this thread. I doubt it, but hope dies last. Good point ;)
     
  6. lewisvivienne85

    lewisvivienne85 BANNED BANNED

    Joined:
    Oct 15, 2014
    Messages:
    118
    Likes Received:
    5
    Another great post thanks for share.
     
  7. Asif WILSON Khan

    Asif WILSON Khan Executive VIP Premium Member

    Joined:
    Nov 10, 2012
    Messages:
    10,115
    Likes Received:
    28,557
    Gender:
    Male
    Occupation:
    Fun Lovin' Criminal
    Location:
    London
    Home Page:
    ^^^ This is what so many people overlook. Some people are too busy trying to chase an easy buck and missing out on the big money.
     
    • Thanks Thanks x 1
  8. nobodyelsein

    nobodyelsein Regular Member

    Joined:
    Mar 24, 2014
    Messages:
    364
    Likes Received:
    103
    Occupation:
    Dunce
    Location:
    This corporeal plane
    Good point well made, and the difference between those of us who retain local clients and those 'experts' who continually have to cast their nets further afield.
     
  9. Spuffed

    Spuffed Power Member

    Joined:
    Sep 1, 2014
    Messages:
    581
    Likes Received:
    161
    Occupation:
    Sleeper
    Location:
    Somewhere on the Internets.
    I don't have any services at this moment in time, but when that day comes, I thank you for this fulfilling share. I do plan on doing some small weak sites and hopefully rank it in order to get my investments back (softwares, services etc.) so anything else I earn is clear profits.
     
  10. christianbed

    christianbed Jr. VIP Jr. VIP Premium Member

    Joined:
    Aug 17, 2011
    Messages:
    1,344
    Likes Received:
    879
    Location:
    alert("Make Money")
    Home Page:
    Yep, as annoying as it may get to work with clients who think in terms of 'so if I pay you X/mo, I can expect my keywords to be on page 1, right?'...the subtext is just what BTB was talking about...what they're really saying is 'Look, I don't have $ to burn on advertising, so this better make me some cash or I'm not going to stay.' That is perfectly reasonable, and ought to be somehow baked into a SEO's sales pitch. One way I have done this in the past is to show the client a spreadsheet comparison of the ROI between AdWords and SEO...both are great for getting business, but helping the client to justify your fee in terms of visitors to the site/conversions is the key to the close.
     
  11. ResellerPanel

    ResellerPanel Junior Member

    Joined:
    Apr 19, 2014
    Messages:
    191
    Likes Received:
    26
    BTB your post inspire me. this one was funny when it comes to title. and serious when it comes to content.
     
  12. dbk03

    dbk03 Jr. VIP Jr. VIP Premium Member

    Joined:
    Feb 21, 2012
    Messages:
    334
    Likes Received:
    192
    Location:
    EU
    I totally agree with you. Long story short: focus on increasing your customers' ROI, and not your own.

    Increasing your customers' ROI will automatically increase your ROI, as well.
     
    Last edited: Oct 16, 2014
  13. BassTrackerBoats

    BassTrackerBoats Moderator Staff Member Moderator Jr. VIP

    Joined:
    Mar 10, 2010
    Messages:
    12,757
    Likes Received:
    21,979
    Occupation:
    I don't actually have a job
    Location:
    It's an Algo, of course it can be gamed.
    Home Page:
    My answer is usually, "Maybe, maybe not, but the keywords I choose will not only show up on page 1 but they will also convert to dollars". I do all I can to steer my clients to the KWs I choose because I probably know how the internet works better than they do and I know a little bit about business.

    I could have probably just used that one quote and called it a day in the OP... well put.
     
  14. FutureProofSeo

    FutureProofSeo Jr. VIP Jr. VIP Premium Member UnGagged Attendee

    Joined:
    Jul 3, 2013
    Messages:
    921
    Likes Received:
    454
    Gender:
    Male
    Occupation:
    Google Warrior
    Location:
    UK
    Home Page:
    That's what I always say to these social media gurus.

    It's all well and good getting engagement to a national page, but how many likes I get from cat pictures doesn't equal the amount of sales I get in the e-commerce store!
     
    • Thanks Thanks x 1
  15. Swordude

    Swordude Regular Member

    Joined:
    Dec 29, 2013
    Messages:
    248
    Likes Received:
    232
    Occupation:
    Network Admin
    Location:
    Minnesota
    Always enjoy your posts. They aren't spoon-fed methods, but rather some food for thought to get you thinking outside of the box.

    Butts in seats.
     
  16. BassTrackerBoats

    BassTrackerBoats Moderator Staff Member Moderator Jr. VIP

    Joined:
    Mar 10, 2010
    Messages:
    12,757
    Likes Received:
    21,979
    Occupation:
    I don't actually have a job
    Location:
    It's an Algo, of course it can be gamed.
    Home Page:
    There are a million posts to get spoon fed, and they serve a very good purpose, but then you can only eat for a day; I try to offer something that will give the IMer something that will allow them to eat for a long time as well as feed their families and have left overs for those in need.
     
    • Thanks Thanks x 1