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Selling Marketing Ideas to your company & bosses
 

Selling Marketing Ideas to your company & bosses

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So, you are inspired, now is the time to get stuff done. How do you sell marketing ideas to your company? How do you get buy in? How do you pitch? How do you analyze impact? ...

So, you are inspired, now is the time to get stuff done. How do you sell marketing ideas to your company? How do you get buy in? How do you pitch? How do you analyze impact?

This presentation given at State of Search in Dallas, outlines a framework of selling ideas, and making friends throughout your company, starting with your boss. The tactics SEO's need to deploy should include a consultants framework.

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    Selling Marketing Ideas to your company & bosses Selling Marketing Ideas to your company & bosses Presentation Transcript

    • Selling #RCS to your boss… Wil Reynolds Associate @wilreynolds
    • I’m an SEO, not a “sales guy” @wilreynolds
    • Wrong Answer! @wilreynolds
    • We are all in sales!! @wilreynolds
    • Wise up, Life is a pitch! @wilreynolds 5
    • Selling Hope, Belief, Value BRAND @wilreynolds
    • Real Company Stuff #RCS @wilreynolds
    • Step 1 – The idea @wilreynolds
    • Where do good ideas come from? @wilreynolds
    • Addressing an unmet need @wilreynolds
    • Help Businesses @wilreynolds http://www.flickr.com/photos/bayat/
    • I can’t mention a competitor! @wilreynolds
    • fact Doesn’t change the customer is looking for a SOLUTION @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Go Onelogin! + Quora? @wilreynolds
    • Some Cray Ideas @wilreynolds
    • @wilreynolds
    • @wilreynolds 20
    • @wilreynolds
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • http://vimeo.com/73364704 @wilreynolds
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • http://www.youtube.com/wat ch?feature=player_embedded &v=VhJSHUB415g @wilreynolds 29
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • Look at the shares! @wilreynolds
    • Where do you keep “inspired” marketing? @wilreynolds
    • Here’s mine… http://bit.ly/inspirationstarts @wilreynolds
    • Red Tettemer + Partners 42 Ads of the world Entertainment 72 and Sunny Trendhunter Simplyzesty Springwise @wilreynolds Mullen
    • Step 2: The PITCH @wilreynolds 36
    • How the heck did they get the $$ to do that? @wilreynolds
    • THEY PITCH BIG @wilreynolds 38
    • Students of the pitch and of aligning marketing ideas to company goals… @wilreynolds
    • Consultants Framework Tim Wilson @tgwilson @wilreynolds
    • We believe that… If we are right then… To test this we will need… @wilreynolds
    • Pitching The needs of others @wilreynolds
    • Path of @wilreynolds least resistance
    • Execs don’t care about “link building” @wilreynolds
    • Open their Eyes @wilreynolds http://www.flickr.com/photos/bayat/
    • Connect the Dots @wilreynolds http://www.flickr.com/photos/dnet
    • Social Proof @wilreynolds
    • “According to a recent study” @wilreynolds 48
    • Celebrate Victory!!! @wilreynolds
    • @wilreynolds @wilreynolds
    • “You created an infographic” @wilreynolds @wilreynolds
    • Jo Ling Kent @wilreynolds @wilreynolds
    • You created an infographic @wilreynolds @wilreynolds
    • Company Mission? @wilreynolds 54
    • Align marketing with the bigger vision…10-k @wilreynolds 55
    • How does link building align with corporate strategy? @wilreynolds
    • What is the corporate strategy? @wilreynolds
    • Stalk the CEO/CMO CNBC, NYT, Google News @wilreynolds
    • Make friends 2 teams @wilreynolds
    • Team 1 Public Relations @wilreynolds
    • Respect the wall @wilreynolds http://www.flickr.com/photos/a4gpa/
    • You can still help @wilreynolds
    • Target Influencer List – what words do they use @wilreynolds 63
    • What are their most popular tweets? STALK!. @wilreynolds
    • @wilreynolds
    • @AndrewMeyer8 HARO analysis over time “for a story” over time @wilreynolds 66
    • @stephbeadell @wilreynolds
    • @wilreynolds New Friends in PR
    • Team 2: Branding @wilreynolds
    • Value Consistency? @wilreynolds
    • Make friends? Fix Inconsistency @wilreynolds
    • @wilreynolds
    • @wilreynolds
    • Step 3: Analyze @wilreynolds
    • Consultants Framework Tim Wilson @tgwilson @wilreynolds
    • We tested… [idea] As a result we… [data] Which resulted in [outcome] @wilreynolds
    • Based on this, next we recommend… @wilreynolds
    • Momentum @wilreynolds
    • @wilreynolds @wilreynolds They Spinnin’ 79
    • Content Acceleration Idea + Pitch + Analyze in action @wilreynolds 80
    • Network: Taboola @wilreynolds
    • Idea, take existing content w/ social @wilreynolds
    • SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day @wilreynolds 83
    • IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000* @wilreynolds
    • Aggregate Traffic to Landing Page 100000 90000 Traffic 80000 70000 +15,540 total visits after referral traffic ended 60000 50000 40000 30000 20000 10000 0 Before 1 2 3 4 During 5 6 7 8 9 10 11 After 12 13 14 15 16 17 Time @wilreynolds ** 6 weeks before test & 6 weeks after (June 27th – October 15th) 85
    • Idea + Pitch + Data + Next Winning @wilreynolds 86
    • About me. Wil Reynolds Founder @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com