Speak Their Language@dohertyjfJohn DohertyIf you walk into a roomtalking about linking rootdomains andinfographics, you willfail. If you talk themetrics they care aboutand your high levelplans, you’ll most likelysucceed.
The Right Metrics@dohertyjfAll valid metrics, depending on who you’re reporting to.
Hard Comparison Data@dohertyjfThe Price of Technical SEO DebtThemUs
Hard and Honest Projections@dohertyjfThe Price of Technical SEO Debt
Goal: Make It Easy To Say Yes@dohertyjfhttp://okdork.com/2012/10/09/make-it-easy-to-say-yes/l
“What Are *Your* Goals?”@dohertyjfJohn DohertyThe best way to learn what your boss/client wants to hear is to ask themtheir goals.Then you can pitch for what you want using the metrics they will resonatewith.“What can I show you that will make you say yes?”“Can you show me examples of reports you like?”
High Risk/Low Risk@dohertyjfGet Executive Management ApprovalLow risk are either proven as “fundamentals”and best practices, or have proven valuable foryour company in the past.High risk are tasks that are either expensive upfront, or have no quantifiable ROI before youcomplete them.
High Risk/Low Risk 80/20 Rule@dohertyjfPareto PrincipleYou can ask for about 20% of your resources for high risk initiatives. 80%of your resources are dedicated towards the activities that you knowwork.Wouldn’t it be awesome if we could dedicate 80% of our efforts towardsnew initiatives?
High Risk/Low Risk@dohertyjfLow Risk/Low Impact is easy topitch and get approval for, butwill not move the needlesignificantly.High Risk/High Impact isharder to say yes to, andshould be pitched aftersuccess is shownImpactRiskLow Risk/High Impact is thesweet spot, as it’s easy to sayYES and will move the needle.High Risk/Low Impact isnot a good case to pitch.John Doherty
“Every good argumentbegins with data.”Abraham Lincoln@dohertyjfJohn Doherty
Revenue Tracking in Analyticsprovides important numbers@dohertyjfEcommerce Tracking for Google in GACRO
Revenue Tracking in Analyticsprovides important numbers@dohertyjfEcommerce Tracking for Google in GACROSEO
Direct vs Influenced@dohertyjfJohn Doherty
Direct vs Influenced@dohertyjfShow this to your execs to get buy-in for morework, but have exact numbers prepared as well.
Direct vs Influenced@dohertyjfJohn DohertyDon’t just pitch SEO initiatives though. Use this toget things done internally.
A Few More PsychologicalExamples
Competitor Data Inspires Action@dohertyjfInbound Marketing Competitor Analysis
Negative Numbers Inspire Action@dohertyjf
Negative Numbers Inspire Action@dohertyjfNever be accusatory/assign blame to your bossfor inaction. Instead, show your strategy formoving forward.
Internal Case Studies@dohertyjfPitch and pitch again
Comparisons@dohertyjfIf we don’t do X, then….
Comparisons@dohertyjfIf we don’t do X, then….
Client Had Been Buying Links@dohertyjfThe links were extremely low qualityAbout 50% of theirbacklink profile waslinks from sites witha Domain Authorityof under 20. Theywere hit repeatedlyby algorithmchanges.
Client Had Been Buying Links@dohertyjfhttp://www.johnfdoherty.com/paid-links-backlink-profile-visualized/Free-submit-url-seo.bizhttp://pub20.bravenet.com/freelinkhttp://www.txtlinks.comhttp://allcladdagh.com/newlinks21.htm
Client Had Been Buying Links@dohertyjfOne of their sites thatbrought in ~10% of theirrevenue was hit with amanual link penalty. CEOwas keen to avoid this onothers.Tip: Negative case studiescan be very powerful whenyou want someone to dosomething.
Client Had Been Buying Links@dohertyjfThe goal was better links and to prove content works.I pitched them on doinga piece of high qualitycontent. These are thelinks we got.
Client Had Been Buying Links@dohertyjfLinks were much better.I pitched them on doinga piece of high qualitycontent. These are thelinks we got.DA90DA89
Client Had Been Buying Links@dohertyjfTheir backlink profilehas leveled out.This is old.
Client Had Been Buying Links@dohertyjfAnd their organic traffic is up almost 100% in a year and a half. We nowhave buy-in to do 4 more big pieces of content.
Pitch A Test
Some Metrics Are Standard@dohertyjf
Some Are Not@dohertyjfhttps://twitter.com/randfish/status/333819361238327296
Metrics Marketers Report On@dohertyjfJohn DohertyYoY Increase in TrafficDirect Conversions by ChannelInfluenced Conversions byChannelCompetitor Trends
Metrics Marketers Report On@dohertyjfYoY Increase in TrafficDirect Conversions by ChannelInfluenced Conversions byChannelCompetitor Trends“What metrics doesyour boss careabout?”
Creating Good Projections@dohertyjf((Metric Increase)*(Conversion %)*(Value PerVisit)) – ((hours)*(hourly rate))
SEO Projections@dohertyjf((Potential Traffic) *(Value Per Visit)) –((hours)*(hourly rate))
Your best data comes from your ownAnalytics.@dohertyjfEcommerce Tracking for Google in GA
Example@dohertyjfJohn DohertyClient wants to grow their site by $250k inrevenue this year. They convert at 1.71% fromorganic traffic at $5.68/visit.$250,000 = 44,000 newvisitors.
Example@dohertyjfJohn DohertyClient wants to grow their site by $250k inrevenue this year. They convert at 1.71% fromorganic traffic at $5.68/visit.$250,000 = 44,000 newvisitors.Is this possible?
Example@dohertyjfWhat Channels Convert Best (GA Page)We need some help.
How You Pitch or DeliverWork Makes A Difference
Primary Point of Contact@dohertyjfJohn DohertyEmail – gets things done quickly, builds trustSpreadsheets with documents for communicating dataPhone calls to answer questions a few days later (also keeps yourrecommendations top of mind)
Director Level@dohertyjfJohn DohertyPowerpoint for presenting a business casePhone calls and meetings for followupClear call to action at the end (even if none)
Executive Suite@dohertyjfJohn DohertyPowerpoint - for presenting a business casePRESENT IN PERSONClear the presentation with your POC/Director first.