The keys to winning SEO RFPs

Justin McKinney, Director of SEO, Content, and Social Strategy at Aspiration, delves into SEO roadmap prioritization and RFP success strategies. Responding to RFPs can be a strategic investment for any organization seeking to expand its client base. However, the time-consuming and often unpaid nature of these endeavors requires an efficient and targeted approach. Today, Justin discusses the keys to winning SEO RFPs.
About the speaker

Justin McKinney

Aspiration

is a little camera shy

Justin is Director of SEO, Content, and Social Strategy at Aspiration

Show Notes

  • 01:58
    The RFP process
    A request for proposal is sent by a company to potential partners asking them to compete for a project. The document includes company information, an overview of the challenge, goals, and specific questions for potential partners, with selected agencies moving on to subsequent rounds.
  • 03:57
    Prepping for RFP success
    Develop a compelling brand story that articulates your company's unique value proposition, expertise, and the specific problems you solve for clients. In addition, establish a repository of case studies and client testimonials to ensure you can respond to RFPs efficiently.
  • 08:00
    Navigating vertical experience gaps in RFPs
    Assess your bandwidth and prioritize opportunities where there's a strong fit. If you have the capacity, be transparent with the client about your lack of industry-specific experience, highlighting your success in addressing similar challenges across other sectors.
  • 11:17
    Tips for RFP efficiency and success
    Build a library of common answers and case studies to streamline the process, but customize responses for each proposal. Keep responses concise and confident, cutting out unnecessary fluff to make evaluation easier for the reviewers and increase your chances of progressing.
  • 14:45
    Expectations in the RFP process
    Brands should communicate the expected launch date to potential partners, enabling proper team allocation. While RFP timelines may encounter delays, respondents must be flexible, consider internal factors, and understand the process flow to follow up appropriately.
  • 17:16
    RFP pitfalls to avoid
    Avoid focusing excessively on senior leadership credentials and providing lengthy or boilerplate answers. Be transparent about pricing and capabilities, prioritizing targeted case studies and testimonials over general company awards.
  • 19:20
    Responding to RFP outcomes
    If you win the RFP, celebrate with your team and ensure processes are in place for seamless onboarding of the new client. If you don't win, seek feedback to understand areas for improvement and adjust your strategies or offerings accordingly to improve future proposals.

Quotes

  • "Make sure you know what your unique value proposition is, and be ready to lean into that hard when it comes time for the RFP. Of all of the things that you could be doing, leaning into your UVP is the most impactful." - Justin McKinney

  • "Embedding your UVP into each answer on an RFP is going to make it easier for the company to see what makes you stand out and why they should potentially pay more for your services because you're a better fit." - Justin McKinney

  • "Direct experience in the industry is great, but being on the brand side, what I want to know is, have you solved similar challenges to the ones that I'm facing, regardless of what industry that they're in." - Justin McKinney

  • "Prioritize quality over quantity in RFP responses. Keep it concise to make the evaluators' job easier. Efficiency leads to positive associations and higher chances of advancing." - Justin McKinney

  • "If you didn't win the RFP, seek feedback to understand why you werent a fit for the company. Learn from it to improve for future proposals." - Justin McKinney

About the speaker

Justin McKinney

Aspiration

is a little camera shy

Justin is Director of SEO, Content, and Social Strategy at Aspiration

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