Clare Higgins from Selfridges and Michelle Athersmith from 4Ps Marketing discuss how clients and agencies can get the most out of their working relationships.

2. Introduction
Client objectives
Background
The Strategy
- Integration of teams
- Overcoming challenges
The client & agency relationship
- How 4Ps have supported Selfridges
- How Selfridges have supported 4Ps
Key takeaways
Q&A
Agenda

3. INTROD
UCTION
Michelle
SEO Manager
4Ps Marketing
Claire
Head of Digital Marketing
Selfridges

4. CLIENT OBJECTIVES
Working Better Together: Client& Agency Relationships

5. Selfridges’ SEO agency should…
Take their SEO to the next level
Understand metrics and hit targets
Be proactive
Feel like they are part of their team
Be passionate about the brand
Be efficient and take minimal time to manage
Educate the client
Build relationships with all external stake holders
Hold their own and gain trust from other teams in-house
Not need to be told twice

6. Taking Selfridges’ SEO to the next level

7. BACKGROUNDWorking Better Together: Client& Agency Relationships

8. MARKETING
Digital
PR
Social PPC SEO Display

9. INTEGRATED SEO
=
INTEGRATED MARKETING

10. THE STRATEGY
Working Better Together: Client& Agency Relationships

11. Internal Teams
Digital
Trading
Social
PPC
SEO
Blog
Content
Product
Content
Email
Marketing
Developers

12. Integration of Teams
Trading
Managers
Technical
Team
Product
Team
SEO Team
Content
Team

13. ONLINE
ACQUISITION
TEAM
TRADING
MANAGERS
SEO
SPECIALIST
TECHNICAL
TEAM
CONTENT
TEAM
SEO
SUPPORT
ANALYTICS
& INSIGHT
SUPPORT
SEO
MANAGER
SEO
TECHNICAL
SUPPORT
CLIENT
SERVICES
OFFSITE
SEO
TEAM
SEO
SUPPORT
Selfridges’ Office
4Ps’ Office
The Structure…

14. Overcoming Challenges
TRANSPARENCY
TRUST
COMMUNICATION

15. CLIENT & AGENCY RELATIONSHIP
Working Better Together: Client& Agency Relationships

16. Forefront of digital developments
Industry expertise
Training opportunities
Continuity
Innovation
Trust
How 4Ps have Supported Selfridges

17. Understand the value of SEO for the business
Clear business objectives
Buy-in from internal teams
Support creativity and strategy
Forward-thinking & want to be at the forefront of new
developments
Trust
How Selfridges have Supported 4Ps

18. The Client & Agency Relationship

19. Aligning strategy
Understanding the overarching marketing strategy
Understanding the needs of the business
Educating internal teams to support the strategy
The Client & Agency Relationship

20. LONG-TERM VISION
Working Better Together: Client& Agency Relationships

21. Where could we be in 3 years…?
Head of
Digital
Online
Acquisition
Manager
Trading
Team
Content
Teams
Analytics
Support
SEO
Support
Technical
Support
Insights
Support
Offsite
Consultant
Social
Media
Team
Client
Services
SEO
Manager
SEO
Consultant
Product
Team
Technical
Team
Assistant
SEO
Manager
International
Team
International
SEO Expert
Offsite
Support

22. KEY TAKEAWAYS
Working Better Together: Client& Agency Relationships

23. TRANSPARENCY
COMMUNICATION
INNOVATION
TRUST
Key Takeaways