Onboard an external marketing agency for your SEO

Template

Pipefy’s Onboard an External Marketing Agency for your SEO Template is designed for companies that want to brief external marketing agencies and ensure they understand the company goals.

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Template structure

See how this template is structured. As this is just an example, you can customize it.

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  • 1. Agency name

  • 2. Contact's email

  • 3. Phone number

  • 4. Reason for hiring the external agency

Agency brief

  • 1. Company overview

  • 2. List of major competitors

  • 3. Positioning

  • 4. Campaign goal

  • 5. Key performance indicators

  • 6. Buyer personas

What is needed from the agency

  • 1. Defined strategy

  • 2. Media schedule

  • 3. Brand/legal/development guidelines

  • 4. Content approval process

  • 5. CMS checklist (example)

    • Enter article title and body
    • Upload images (size for body image and feature image)
    • Infographic sizing requirements
    • Select author
    • Select categories and tags
    • Add title tag and meta description
    • Select publication date
    • Submit for approval

Working with the agency

  • 1. Agency contact

  • 2. Check-In schedule

  • 3. Analytics account access

  • 4. Define what the reporting will be like.

  • 5. Living document of past challenges

Campaign goals and strategies

  • 1. Asset goal

  • 2. Asset key performance indicators

  • 3. Campaign tracking

  • 4. Search marketing goals

  • 5. Supporting assets & strategy

  • 6. Promotion channels

  • 7. Supporting resources/methodology

Managing the agency

  • 1. Attach monthly reports.

  • 2. Increase in organic traffic

    • Poor
    • Fair
    • Average
    • Good
    • Excellent
  • 3. Increase in non-branded search traffic

    • Poor
    • Fair
    • Average
    • Good
    • Excellent
  • 4. Organic impressions (search console)

    • Poor
    • Fair
    • Average
    • Good
    • Excellent
  • 5. Percentage increase in referral traffic

  • 6. Percentage increase in referral conversions

  • 7. Percentage increase in engagement metrics (bounce, pages, time)

  • 8. Percentage increase in branded search traffic

  • 9. Percentage increase in brand mentions

  • 10. Percentage increase in newsletter signups

  • 11. Percentage increase in social followers/likes and so on

  • 12. With the analysis above, is the external agency doing a good job?

    • Yes
    • No (consider finding another agency)

Done

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