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Think Differently: How to accomplish big goals for your business | Mack Fogelson
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Think Differently: How to accomplish big goals for your business | Mack Fogelson


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SEO, social media, and content marketing are perfect for building community, but ultimately they’re only the tools. The true objective is to meet your business goals, growing your company into what …

SEO, social media, and content marketing are perfect for building community, but ultimately they’re only the tools. The true objective is to meet your business goals, growing your company into what you want it to be.

Here is a sustainable approach and process that goes beyond the tools, focusing instead on who and what a company should be and on building a thriving community around your brand.

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  • 1. mackenzie fogelsonmack web solutions@mackfogelson
  • 2. CHANCES ARE, YOU BELIEVE INinboundor web marketing or digital marketingor whatever you want to call it.@mackfogELsonMACK WEB SOLUTIONS
  • 3. but you may have noticed it’shard workyou’ve got to earn links, work on user experiencedevelop relationships, & build community.@mackfogELsonMACK WEB SOLUTIONS
  • 4. instead of just being an seo, you’ve got to be acreativeand a marketer and a strategistand a data scientist.@mackfogELsonMACK WEB SOLUTIONS
  • 6. you even have toconvinceyour clients & your bossand motivate your team...@mackfogELsonMACK WEB SOLUTIONS
  • 7. to make theevolutionfrom the old way of doing SEO to afully integrated inbound marketing solution.@mackfogELsonMACK WEB SOLUTIONS
  • 9. If you are feelingthe painof the new seo revolution and are strugglingwith all kinds of roadblocks...@mackfogELsonMACK WEB SOLUTIONS
  • 10. @mackfoglesonLike....How the heck do i...get buy-inchange perspectivemeasure & justify roiun-silo teamsget consensus in larger organizations@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 11. ...You’ve got to start thinkingdifferentlybecause this isn’t just about seoor social media or content.@mackfogELsonMACK WEB SOLUTIONS
  • 12. 12it’s aboutgrowingyourbusiness@mackfogELsonMACK WEB SOLUTIONS
  • 13. @mackfoglesonSo let’s talk about asustainable processthat will guide your evolution.Stop using seo in a silo.EmbracE a new approach.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 14. we have put this processto the testwith many different types of companies indifferent industries with different challenges.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 16. @mackfogELsonMACK WEB SOLUTIONS
  • 17. This process is extremelycollaborativeand requires the involvement of allinternal & external teams.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 18. this process utilizestoolslike SEO & social media & contentamong other great things.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 19. @mackfoglesonBut today we will keep the focus onthe whole businessand not just marketing initiatives.that difference makes this process powerful.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 20. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 21. but before we get started, there is onewarningthat i have for you today.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 22. @mackfoglesonThis process isnot a formulait’s a guidebook.your job is to make it work for your team.for your goals.And for your business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 23. @mackfogELsonMACK WEB SOLUTIONS
  • 24. so here’s the deal withbuy-init has to happen all the never, ever ends.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 25. earning buy-in relates to how well youcommunicatewith your clients, boss, or your have to make the effort.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 26. the shocker about buy-in is it’snot about youit’s about understanding & effectivelycommunicating with your audience.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 27. 27your job is tobridgethe gap between wherethey are and where youwant them to be.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 28. @mackfoglesonSo try this very simpleexerciseaudiencepain pointssolutions@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 29. @mackfogELsonMACK WEB SOLUTIONS
  • 30. @mackfogELsonMACK WEB SOLUTIONS
  • 31. remember that you’re dealing withpeopleand that in itself is yourgreatest challenge.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 32. continue to put in theeffortmake buy-in part of your regular routine.this Step builds trust & opens doors.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 33. @mackfogELsonMACK WEB SOLUTIONS
  • 34. working to build analliancewith your team will be the largestcontributing factor to success.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 35. whatever you dodon’t skipthis step. because forming an alliancewith your team is an extension of buy-in.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 36. @mackfoglesonWhether you’re in-house or out, it’sall one teammarketing teamsales teamproduct teamweb teamsocial media team@mackfogELsonMACK WEB SOLUTIONSclientspartnering agenciesceomanagerco-workers
  • 37. 37you’ve got tounitethe team and addressany resistance beforeyou even get started.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 38. invest the time inthree thingsthat will make your effortssuper successful.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 39. 39before you begin, Conduct asurveythat helps youunderstand more aboutyour team.@mackfogELsonMACK WEB SOLUTIONS
  • 40. 40@mackfogELsonMACK WEB SOLUTIONS
  • 41. 41encourage them tothinkdifferently. help themunderstand a newapproach & perspective.@mackfogELsonMACK WEB SOLUTIONS
  • 42. @mackfoglesonStart shifting perspective with thewhat? this isn’t about seo orsocial media orcontent. this is aboutwhat we want to dowith our company.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 43. @mackfoglesonMove on to thewhy? why are we doing this?what is our vision?What are we building?@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 44. @mackfoglesonCommunicate the importance ofWho? your effort is integralThere’s a lot to dowe can’t work in silos@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 45. @mackfoglesonThink differently about theRolesseowebsiteemail marketingreading & learningoutreach@mackfogELsonMACK WEB SOLUTIONSProject managementcommunity managementcontentstrategydesign
  • 46. @mackfoglesonKeep the focus of the team ongoals not toolswe’re working towardlong-term, sustainableresults & building abetter company.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 47. @mackfoglesonLet your team know thatlinks still matterbut so does the value & EXperience thatyou’re creating for your customers.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 48. @mackfoglesonAnd yes, tell your team you canmeasure this stuffand that’s something that you will work ontogether as you define goals & kpis.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 49. 49make sure you set up aplanfor as a team.get stuff done.@mackfogELsonMACK WEB SOLUTIONS
  • 50. @mackfogELsonAsk some questionswho is our key point of contact?do you prefer email, phone, face-to-face?what execution tools do you use?what days/times are best for meetings?who is the final decision maker?What does your approval process look like?@mackfogELsonMACK WEB SOLUTIONS
  • 51. 51@mackfogELsonMACK WEB SOLUTIONS
  • 52. 52@mackfogELsonMACK WEB SOLUTIONS
  • 53. 53@mackfogELsonMACK WEB SOLUTIONSscreen shot:
  • 54. if you take the time to effectivelycommunicateyou can avoid any unnecessaryroadblocks & frustrations.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 55. @mackfoglesonLet everyone know how you plan tocommunicatestand-upsbi-weekliesmonthly reportsquarterly analysis@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 56. @mackfogELsonMACK WEB SOLUTIONS
  • 57. @mackfoglesonWord on the street is that you canmeasure this stuffand the roi that seo & social media &content generate for your business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 58. but what you are going tomeasureand how you are going to measure itdepends entirely on your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 59. @mackfoglesonSo make sure you define goals for yourwhole businessand not just for seo or social media or content.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 60. think beyond goals that you have forrevenueand focus on where you want totake your business.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 61. @mackfoglesonAnswer three questions when defininggoals[1] what do you want to do?[2] what does that mean?[3] how does that equate to kpis?@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 62. 62what do you want todo?let’s say you want tobecome a thought leader.sounds great.@mackfogELsonMACK WEB SOLUTIONS
  • 63. 63but what does thatmean?many companies have thevery same goal but it canmean very differentthings to each company.@mackfogELsonMACK WEB SOLUTIONS
  • 64. @mackfoglesonYou’ve got to make your goal moreGranular We want to build trustwe want more visibilitywe want to teach stuffwe want to be respectedwe want to influence@mackfogELsonMACK WEB SOLUTIONS
  • 65. again, what does thatmean?how are you going to accomplish that?@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 66. @mackfogELsonWe want to build trustread & learn & bloggo places & meet peoplehold events & teach people thingsBe Authentic & transparenthelp others & give back@mackfogELsonMACK WEB SOLUTIONS
  • 67. 67decide how that equates toKPIs?this will help you provethat you’re actuallyaccomplishing what youset out to do.@mackfogELsonMACK WEB SOLUTIONS
  • 68. @mackfoglesonSo maybe you decide tomeasure increase in trafficshares & commentsform submissionsblog/email subscribersevent conversionsface-to-face leads@mackfogELsonMACK WEB SOLUTIONS
  • 69. keep in mind that there aremany thingsthat cannot be quantified through analytics.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 70. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 71. @mackfoglesonThe thing with goals is thatthere is no formulathey are different for you measure them will be different, too.your goals will change & so will your kpis.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 72. @mackfogELsonMACK WEB SOLUTIONS
  • 73. your strategy is yourroad mapand the action plan that is actually going tohelp you accomplish your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 74. it’s also a great opportunity toun-siloyour team and earn buy-in.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 75. create your strategy inthree partsin order to make your effortssuper duper successful.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 76. 76have a strategyjamwith your whole’s a creativity sessionthat breeds cool ideas &stuff.@mackfogELsonMACK WEB SOLUTIONS
  • 77. @mackfoglesonBefore the jam, everyone does theirhomeworkreview pain points & possible goals & possible personae & competition.come ready to build on ideas to reach goals.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 78. during the creativity jamdon’t filterjust come up with all kinds of ideasin order to work toward goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 79. 79think high level for theyearorganize, filter, andprioritize all the jamideas into foundational &community building.@mackfogELsonMACK WEB SOLUTIONS
  • 80. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 81. what kind of stuff isfoundationaland needs to be taken care of beforeyou start driving a ton of traffic ?@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 82. @mackfogELsonFoundational stuffRemedy technical audit itemsnavigation restructureuser experience improvementvalue integrationblog integration@mackfogELsonMACK WEB SOLUTIONS
  • 83. @mackfoglesonSimultaneously plan forcommunity buildingmore about what you know than what you do.resources your customers need.assets that are not all about you.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 84. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 85. @mackfogELsonMACK WEB SOLUTIONS
  • 86. 86plan in detail for 2-3monthsso that you know whatyou’re doing, when you’redoing it, and who isresponsible.@mackfogELsonMACK WEB SOLUTIONS
  • 87. 87but whatever you dodon’tplan your entire 12months in detail. youwant to collect somedata before you commit.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 88. @mackfogELsonMACK WEB SOLUTIONS
  • 89. @mackfoglesonThink about yourtools [1] seo[2] social media[3] content[4] email marketing[5] video[6] outreach & PR@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 90. make sure you tie everything back to yourgoalsso that you’re staying focused on big pictureand accomplishing big things.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 91. @mackfogELsonMACK WEB SOLUTIONS
  • 92. now we get to thefun partwhere you actually get to do stuffand make magic happen.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 93. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 94. all of that hard work requiresmeasurementso make sure you’ve got all theright pieces in place.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 95. in order to succeed you need tocommunicatewith your whole teamthroughout the entire execution process.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 96. @mackfoglesonHold phone or Google+‘stand-ups’weekly this will help the teamaccomplish the stuffthey need to focus onfor the week.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 97. @mackfoglesonSend a ‘push’ via emailbi-weekly bi-weeklies provide therespectful reminder &nudge that the teamoften needs.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 98. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 99. @mackfoglesonHave a standing ‘sit-down’ meetingmonthly so that you can look atthe efforts that havebeen executed & thedata you’ve collected.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 100. 100you’ve got totestalong the way. set uptiny experiments.They don’t have to beanything fancy.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 101. all of thehard workin this stage of the process is whatbuilds community & your business.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 102. @mackfogELsonMACK WEB SOLUTIONS
  • 103. now you’re ready to communicate andprovethe value & direction of your efforts.otherwise known as roi.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 104. 104your job is to provevalueso don’t blow it byproviding metrics thatdon’t mean anything.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 105. time to whip out thebig gunsto show what you’ve done towork towards your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 106. this is where you have your monthlysit downmeeting to go through what’s been working,what hasn’t, and what needs to change.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 107. @mackfoglesonUnder any circumstancesdo not just read itTake some time before the meeting to pull outthe three most important things that willmake the biggest difference in their business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 108. @mackfoglesonCustomize your report with thesesections [1] applause[2] overview of efforts[3] Traffic w/ analysis[4] stuff to know[5] looking forward@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 109. @mackfogleson[1] Applausepoint out all the good stuff.acknowledge whole team efforts.keep it positive.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 110. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 111. @mackfogleson[2] overviewhigh level laundry list.organize for readability into sentence to quickly communicate effort.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 112. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 113. @mackfogleson[3] trafficshow where the lift is coming from.combine narrative & visuals.analyze what it means.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 114. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 115. @mackfogleson[4] stuff to knowbreak down the ‘so what’.if the team is blowing it, tell them.point out the unexpected opportunities.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 116. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 117. @mackfogleson[5] looking forwardwhat’s on the team’s plate next month?turn all ideas into action.assign deliverables to people.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 118. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 119. once you’ve evaluated make sure youadjustyour efforts. look at the data and theopportunities. adjust direction & kpis.@mackfogELsonMACK WEB SOLUTIONS
  • 120. 120how about someproofthat this processactually works tobuild your business& your community.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  • 121. @mackfogELsonOver a ten month period168% increase in traffic@mackfogELsonMACK WEB SOLUTIONS
  • 122. we signed some clients fromblog poststhat’s right. we wrote some content and itbrought us business. it did take 10 months.@mackfogELsonMACK WEB SOLUTIONS
  • 123. now before you startthinking“of course this works for’re a web marketing company”...@mackfogELsonMACK WEB SOLUTIONS
  • 124. 124what about theseguyswho are starting to seesome wins & have allkinds of stuff stackedagainst them?@mackfogELsonMACK WEB SOLUTIONS
  • 125. @mackfogELsonTargeting some tough customerspublic sector employeesblocked from accessing social medianot technologically savvydecisions made by committeethose who want to drive change can’tnot willing to try new thingsadoption of initiatives could take years@mackfogELsonMACK WEB SOLUTIONS
  • 126. we have been executing this process forsix monthsand SAFEbuilt is just starting to experiencesome tiny victories.@mackfogELsonMACK WEB SOLUTIONS
  • 127. @mackfogELsonComparing year over year78% increase in traffic@mackfogELsonMACK WEB SOLUTIONS
  • 128. They’re cultivating leads onTwitterby sharing other people’s value,reaching out & being human.@mackfogELsonMACK WEB SOLUTIONS
  • 129. @mackfoglesonWe’re pretty excited about the stuff wecan’t measureThey are thinking differently.they are trying new things.they believe in the process.They are changing their approach.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  • 130. so quit makingexcusesand give it a will change your business.@mackfogELsonMACK WEB SOLUTIONS
  • 132. you can read about a ton of this stuff in mylink bundle WEB SOLUTIONS
  • 133. @mackfogELsonMACK WEB SOLUTIONSconnect with us[1][2] @mackwebteam[3][4]‎