SociaLight Media

Resource Library

Your central hub for Creator SOPs, Best Practice Guides, Internal Processes, Email Templates, and Client Journey.

Creator SOPs

Best Practices

Total Resources

Browse by Category

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Creator SOPs

Standard operating procedures for every service SLM offers. From onboarding to delivery, step by step.

7 SOPs

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Best Practices

Reference guides for content creation, design, engagement, analytics, profile optimization, and client communication.

6 Guides

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⚙️

SLM Internal

Internal processes for hiring, onboarding, offboarding, and tool setup for the SLM creator team.

4 Docs

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✉️

Standard Emails

Copy-ready email templates for creator and client communications. Fill in brackets before sending.

1 Template Set

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🗺️

Client Journey

Journey guides for clients — what happens at every stage of working with SociaLight Media.

2 Journeys

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🎯

Sales Tools

Discovery call tools, SEO provider comparisons, and sales cheat sheets for Danielle to use live with prospects.

SEO Sales

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Sales Tools

SEO Sales

Wizard · Provider Comparison · Cheat Sheet

SEO Sales Wizard

An interactive decision tool for discovery calls. Answer a few questions about the client and it routes to the right provider and tier. No memorizing the decision tree.

🎯

Routes to the right provider + tier

Works through location, budget, and priority. Outputs Jacob Local, Jacob Adaptive, Ethan Brand Partner, Ethan One-Time, or Sean.

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Surfaces the exact pitch language

Once it lands on a recommendation, it shows pricing and talking points for that specific option.

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Built for live calls

Use on your phone or second screen while talking to a prospect.

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SEO Sales Wizard

Full-screen interactive tool

TL;DR — One Line Each

The 30-second version

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Ethan / Mutewind Digital

Bundled generalist. Technical SEO + content writing + WordPress websites. Cleanest agency-rate pricing. Best for content-heavy clients and one-time foundation work.

Jacob / WSI Zemon

Structured enterprise SEO. Local + Adaptive product lines, explicit AI/LLM optimization, backed by WSI's 50-person team. The default choice for most clients.

Sean

Hyper-local map-pack specialist. Custom-codes localized JSON schema and per-area landing pages. Premium pricing, narrow niche. Treat as referral only.

Side-by-Side Matrix

All dimensions compared

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Dimension	Ethan	Jacob	Sean
Primary positioning	Bundled generalist	Structured enterprise SEO	Hyper-local specialist
Local SEO	Bundled in Brand Partner	Dedicated line ⭐	Custom only
AI SEO / AEO	Included (AEO)	Dedicated Adaptive ⭐	No
Content writing	4–10 pieces/mo ⭐	1–3 pieces/mo	None
Website builds	$800–$2,600 agency ⭐	No	$5,000+
One-time tech SEO	$350–$925 ⭐	Setup fee bundled	$1,500–$2,000
Team size	Solo + first hire	50-person WSI team ⭐	Solo + 4 devs
Agency margin fit	Excellent ⭐	Good	Poor (confirmed)
Contract terms	Month-to-month	Month-to-month	Project-based

Ethan — Pricing Detail

Three modular services, stackable

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One-Time Tech SEO

Size	Price
1 page	$350
Up to 5	$425
Up to 10	$550
Up to 25	$750
Up to 50	$925

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Brand Partner Monthly

Tier	Monthly
Agency	$750
Velocity	$1,500
Enterprise	$3,500+

4–10 pieces/mo, AEO, DA30–40+ backlinks at higher tiers.

🌐

Website Builds (WP)

Type	Price
Templated	$1,000
Custom Landing Page	$1,750
Custom Site (12pg)	$3,250+

Jacob — Pricing Detail

Local SEO + Adaptive SEO tiers

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📍

Local SEO

Tier	Setup	Monthly	KWs
Starter	$625	$675	5
Growth	$700	$940	10
Premium	$775	$1,300	15

GBP setup, Bing/Yelp listings, citations, NAP corrections, geo-tagged images, review mgmt, social posts, monthly reports.

🤖

Adaptive SEO

Tier	Setup	Monthly	KWs
Starter	$1,050	$1,350	5
Growth	$1,200	$2,030	10
Premium	$1,330	$2,730	15

Full tech audit, AI Overview & LLM monitoring, on-page optimization, backlinks, FAQ schema, quarterly SEO review.

Watch: Jacob's packages include social media posting. If SLM is running their social, carve those out to avoid double-paying.

Sean — Referral Only

Premium hyper-local. Not for standard packages.

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He confirmed his pricing doesn't fit the agency model. Keep as referral only.

One-time local SEO project$1,500–$2,000

Per-page localized SEO build~$600/page

Custom website build$5,000–$6,000+

The Decision Tree

Routes to provider + tier in 3 questions

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You're solving for two things: which provider, and which tier within that provider.

Q1 — Where do the client's customers come from?

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Local

Dentists, lawyers, plumbers, salons, realtors

→ Question 2A

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Online / Anywhere

B2B, e-commerce, SaaS, coaches, consultants

→ Question 2B

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Both / Multi-location

Franchises, regional brands

→ Jacob Adaptive

Q2A — Local Client

Client Situation	Provider	Why
Standard local biz — map pack, reviews, citations	Jacob Local SEO	$675–$1,300/mo, predictable deliverables
Premium, map pack mission-critical, $5K+ budget	Sean	Custom-codes localized landing pages per service area
Tight budget, foundation done once	Ethan One-Time Tech SEO	$500–$1,300 one-time, no monthly commitment

Default for local = Jacob. Sean is the exception, not the rule.

Q2B — Online Client

Client Situation	Provider	Why
Wants AI search visibility (ChatGPT, AI Overview)	Jacob Adaptive	Only one with explicit AI/LLM monitoring
Wants high blog volume (4–10 posts/month)	Ethan Brand Partner	More content per dollar than anyone
Just had website built, not ready for retainer	Ethan One-Time Tech SEO	$500–$1,300 by site size, easy entry point

Default for AI/online = Jacob. Default for content-heavy = Ethan.

Q3 — Side Needs

Client Says...	Provider	Quote
"I also need a new website"	Ethan	$1,200–$3,800+ agency rate
"Premium custom site with serious tech"	Sean	$5,000+ custom builds
"One-time SEO pass on my existing site"	Ethan	$500–$1,300 by site size
"Landing pages per service area"	Sean	~$600/page custom

All Pricing — Quick Reference

Every product across all three providers

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Provider	Product	Setup	Monthly	One-Time
Jacob	Local SEO Starter	$625	$675	—
Jacob	Local SEO Growth	$700	$940	—
Jacob	Local SEO Premium	$775	$1,300	—
Jacob	Adaptive Starter	$1,050	$1,350	—
Jacob	Adaptive Growth	$1,200	$2,030	—
Jacob	Adaptive Premium	$1,330	$2,730	—
Ethan	Brand Partner Light	—	$1,050	—
Ethan	Brand Partner Standard	—	$2,100	—
Ethan	Brand Partner Premium	—	$4,900	—
Ethan	One-Time Tech SEO	—	—	$500–$1,300
Ethan	Website Build	—	—	$1,200–$3,800+
Sean	Local SEO Project	—	—	$1,500–$2,000
Sean	Localized Landing Pages	—	—	~$600/page

Discovery Questions

Ask these on every call

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Where do most customers come from?

Routes to local vs. broader. The most important question on the call.

Who are your top competitors online, and what frustrates you about how you compare?

Gets to real goals — map pack ranking, blog traffic, or AI visibility?

What does success look like in 6 months?

Map pack? Lead volume? AI visibility? This tells you which provider to route to.

What's your monthly marketing budget, roughly?

Under $1K → Ethan one-time or Jacob Starter. $1K–$2K → Jacob Growth or Ethan Brand Partner. $2K+ → Jacob Premium or Adaptive.

Who's currently writing your blog / running your social?

Avoids double-pay overlap with Jacob's social media deliverables.

Have you done SEO before? Good or bad experiences?

Watch for cheap SEO damage. There may be cleanup work before real SEO can start.

Objections + Responses

Word-for-word scripts

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🤔 "This is more expensive than I expected."

"Fair. SEO pricing varies wildly because the work varies wildly. Comparing us to anyone charging $300/month is comparing to link-farm work that gets your site penalized. We've seen clients come to us with damage from cheap SEO that takes months to clean up before we can even start."

🤔 "How long until I see results?"

"Local SEO usually shows movement in 60–90 days. Broader SEO is 90–180 days. AI visibility can shift faster. We report monthly so you'll see exactly what's happening."

🤔 "Why not just use a cheap tool / do it myself?"

"Tools handle audits — they don't do the work. The actual optimization is people work. And bad SEO actively hurts you. There's not really a cheap-but-correct option."

🤔 "My nephew/cousin/friend does SEO."

"Happy to give you a free audit so you can see the gaps and decide. We work with a 50-person team that's been doing this for 30 years, including AI search optimization that's brand new this year."

🤔 "Why do I need AI optimization?"

"ChatGPT alone has 200+ million weekly users. People search there before Google for a lot of things. Most of your competitors aren't doing this yet. That's the window."

🤔 "Can I just buy the setup and skip the monthly?"

"Yes — one-time foundation starting at $500. That gets your schema, meta tags, and AI optimization done. The monthly retainer is what builds rankings over time. A lot of clients start one-time and add monthly once they see the foundation working."

Escalate to Talia + What Not to Promise

When to get backup and what to never commit to

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Bring Talia in when:

Client has more than 3 locations

Client wants AI/LLM visibility as the lead pitch — Jacob is strongest closer here

Heavily competitive vertical (legal, medical, finance)

Budget is $3,000+/month — multi-call process, don't close solo

Client wants hyper-local custom landing pages — Sean territory

Services spanning multiple providers (website + SEO + content)

Never promise: Guaranteed rankings · Specific traffic numbers · "Page 1 in 30 days" · Specific backlink sites · Any scope outside the package without checking with Talia first.

Process after yes:

Confirm package + tier in writing

Email recap same day: "Based on what we discussed, I'd recommend Jacob Local SEO Growth at $940/month."

Book technical discovery with the provider

Jacob or Ethan needs 2–3 calls before final proposal. Book the first call before the client goes cold.

Send onboarding form

Website access, GBP access, brand guidelines, target keywords.

Talia kicks off internally

Assigns to provider, sets up project tracking, coordinates the handoff.

Monthly reports + check-in call

Client gets monthly reports and a check-in call with Danielle to review progress.

Resource Library

SEO Sales

SEO Sales Wizard

TL;DR — One Line Each

Side-by-Side Matrix

Ethan — Pricing Detail

Jacob — Pricing Detail

Sean — Referral Only

The Decision Tree

All Pricing — Quick Reference

Discovery Questions

Objections + Responses

Escalate to Talia + What Not to Promise

Find the right SEO fit

What's their situation?

What's the priority?

What kind of website?

Local SEO

Adaptive SEO

Brand Partner Retainer

One-Time Tech SEO

Website Build

Hyper-Local SEO

Premium Custom Website