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
Mul...
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

6...
Idea + Pitch +
Data + Next

Winning
@wilreynolds

86
About me.
Wil Reynolds
Founder
@wilreynolds
facebook.com/wilreynolds
wilr@seerinteractive.com
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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?

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

  1. 1. Selling #RCS to your boss… Wil Reynolds Associate @wilreynolds
  2. 2. I’m an SEO, not a “sales guy” @wilreynolds
  3. 3. Wrong Answer! @wilreynolds
  4. 4. We are all in sales!! @wilreynolds
  5. 5. Wise up, Life is a pitch! @wilreynolds 5
  6. 6. Selling Hope, Belief, Value BRAND @wilreynolds
  7. 7. Real Company Stuff #RCS @wilreynolds
  8. 8. Step 1 – The idea @wilreynolds
  9. 9. Where do good ideas come from? @wilreynolds
  10. 10. Addressing an unmet need @wilreynolds
  11. 11. Help Businesses @wilreynolds http://www.flickr.com/photos/bayat/
  12. 12. I can’t mention a competitor! @wilreynolds
  13. 13. fact Doesn’t change the customer is looking for a SOLUTION @wilreynolds
  14. 14. @wilreynolds
  15. 15. @wilreynolds
  16. 16. @wilreynolds
  17. 17. Go Onelogin! + Quora? @wilreynolds
  18. 18. Some Cray Ideas @wilreynolds
  19. 19. @wilreynolds
  20. 20. @wilreynolds 20
  21. 21. @wilreynolds
  22. 22. Look at the shares! @wilreynolds
  23. 23. Look at the shares! @wilreynolds
  24. 24. Look at the shares! @wilreynolds
  25. 25. Look at the shares! @wilreynolds
  26. 26. http://vimeo.com/73364704 @wilreynolds
  27. 27. Look at the shares! @wilreynolds
  28. 28. Look at the shares! @wilreynolds
  29. 29. http://www.youtube.com/wat ch?feature=player_embedded &v=VhJSHUB415g @wilreynolds 29
  30. 30. Look at the shares! @wilreynolds
  31. 31. Look at the shares! @wilreynolds
  32. 32. Look at the shares! @wilreynolds
  33. 33. Where do you keep “inspired” marketing? @wilreynolds
  34. 34. Here’s mine… http://bit.ly/inspirationstarts @wilreynolds
  35. 35. Red Tettemer + Partners 42 Ads of the world Entertainment 72 and Sunny Trendhunter Simplyzesty Springwise @wilreynolds Mullen
  36. 36. Step 2: The PITCH @wilreynolds 36
  37. 37. How the heck did they get the $$ to do that? @wilreynolds
  38. 38. THEY PITCH BIG @wilreynolds 38
  39. 39. Students of the pitch and of aligning marketing ideas to company goals… @wilreynolds
  40. 40. Consultants Framework Tim Wilson @tgwilson @wilreynolds
  41. 41. We believe that… If we are right then… To test this we will need… @wilreynolds
  42. 42. Pitching The needs of others @wilreynolds
  43. 43. Path of @wilreynolds least resistance
  44. 44. Execs don’t care about “link building” @wilreynolds
  45. 45. Open their Eyes @wilreynolds http://www.flickr.com/photos/bayat/
  46. 46. Connect the Dots @wilreynolds http://www.flickr.com/photos/dnet
  47. 47. Social Proof @wilreynolds
  48. 48. “According to a recent study” @wilreynolds 48
  49. 49. Celebrate Victory!!! @wilreynolds
  50. 50. @wilreynolds @wilreynolds
  51. 51. “You created an infographic” @wilreynolds @wilreynolds
  52. 52. Jo Ling Kent @wilreynolds @wilreynolds
  53. 53. You created an infographic @wilreynolds @wilreynolds
  54. 54. Company Mission? @wilreynolds 54
  55. 55. Align marketing with the bigger vision…10-k @wilreynolds 55
  56. 56. How does link building align with corporate strategy? @wilreynolds
  57. 57. What is the corporate strategy? @wilreynolds
  58. 58. Stalk the CEO/CMO CNBC, NYT, Google News @wilreynolds
  59. 59. Make friends 2 teams @wilreynolds
  60. 60. Team 1 Public Relations @wilreynolds
  61. 61. Respect the wall @wilreynolds http://www.flickr.com/photos/a4gpa/
  62. 62. You can still help @wilreynolds
  63. 63. Target Influencer List – what words do they use @wilreynolds 63
  64. 64. What are their most popular tweets? STALK!. @wilreynolds
  65. 65. @wilreynolds
  66. 66. @AndrewMeyer8 HARO analysis over time “for a story” over time @wilreynolds 66
  67. 67. @stephbeadell @wilreynolds
  68. 68. @wilreynolds New Friends in PR
  69. 69. Team 2: Branding @wilreynolds
  70. 70. Value Consistency? @wilreynolds
  71. 71. Make friends? Fix Inconsistency @wilreynolds
  72. 72. @wilreynolds
  73. 73. @wilreynolds
  74. 74. Step 3: Analyze @wilreynolds
  75. 75. Consultants Framework Tim Wilson @tgwilson @wilreynolds
  76. 76. We tested… [idea] As a result we… [data] Which resulted in [outcome] @wilreynolds
  77. 77. Based on this, next we recommend… @wilreynolds
  78. 78. Momentum @wilreynolds
  79. 79. @wilreynolds @wilreynolds They Spinnin’ 79
  80. 80. Content Acceleration Idea + Pitch + Analyze in action @wilreynolds 80
  81. 81. Network: Taboola @wilreynolds
  82. 82. Idea, take existing content w/ social @wilreynolds
  83. 83. SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day @wilreynolds 83
  84. 84. IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000* @wilreynolds
  85. 85. 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
  86. 86. Idea + Pitch + Data + Next Winning @wilreynolds 86
  87. 87. About me. Wil Reynolds Founder @wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com
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