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SearchLove Boston 2013_John Doherty_Creating executive support for marketing initiatives

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SearchLove Boston 2013_John Doherty_Creating executive support for marketing initiatives

  1. 1. Creating Executive Supportfor Marketing InitiativesJOHN DOHERTY
  2. 2. John DohertySenior Consultant, Distilled NYCJohn.doherty@distilled.net@dohertyjf
  3. 3. Today we’re talking aboutBoss or Client Management
  4. 4. Proving ROI is our #1 challenge@dohertyjfSource: http://dis.tl/1124N0v
  5. 5. Procuring Budget is #2@dohertyjfSource: http://dis.tl/1124N0v
  6. 6. Your job is not to deliverreports.
  7. 7. Your job is to effect change.
  8. 8. SEO is easy, but causingchange is hard.Most SEOs@dohertyjfJohn Doherty
  9. 9. A Few Words About YourBoss/Client
  10. 10. They’re not idiots.
  11. 11. This is my boss. He’s actually quitesmart.
  12. 12. They’re human too.
  13. 13. I said human.
  14. 14. You need to understand
  15. 15. Who makes the budget decisions?
  16. 16. What are their motivators?
  17. 17. What are the key company metrics?
  18. 18. What are the company’s goals?
  19. 19. Your Responsibilities
  20. 20. “[See] your offering as yourmarket sees it - not as yousee it.”Matt Gratthttp://www.quora.com/Marketing/What-is-the-hardest-part-about-being-a-marketer/answer/Matt-Gratt?srid=5pX&share=1
  21. 21. Help Execs Prioritize@dohertyjfJohn DohertyAt any point in time,you have manyinitiatives. Whichones will have thebiggest impact on themetrics your bossescare about?
  22. 22. Present Hard Data@dohertyjfAnd what that means.
  23. 23. Compelling Business Case@dohertyjfJohn Doherty
  24. 24. If we increase traffic X%,we can make $X,XXX permonth.This is music to a Director’s ears.@dohertyjfJohn Doherty
  25. 25. If we increase traffic X%,we can make $X,XXX permonth.This is music to a Director’s ears.@dohertyjfJohn DohertyThe “Why”
  26. 26. Think Big, Start Small@dohertyjfJohn Doherty
  27. 27. Think Big, Start Small@dohertyjfJohn DohertyBig DreamsHighest ImpactInitiative
  28. 28. 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.
  29. 29. How do we make a case forwhat we need?
  30. 30. Psychology@dohertyjfhttps://twitter.com/neyne/status/335443057749159936
  31. 31. The Right Metrics@dohertyjfAll valid metrics, depending on who you’re reporting to.
  32. 32. Hard Comparison Data@dohertyjfThe Price of Technical SEO DebtThemUs
  33. 33. Hard and Honest Projections@dohertyjfThe Price of Technical SEO Debt
  34. 34. Psychology
  35. 35. Goal: Make It Easy To Say Yes@dohertyjfhttp://okdork.com/2012/10/09/make-it-easy-to-say-yes/l
  36. 36. “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?”
  37. 37. 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.
  38. 38. 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?
  39. 39. 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
  40. 40. Data
  41. 41. “Every good argumentbegins with data.”Abraham Lincoln@dohertyjfJohn Doherty
  42. 42. Revenue Tracking in Analyticsprovides important numbers@dohertyjfEcommerce Tracking for Google in GACRO
  43. 43. Revenue Tracking in Analyticsprovides important numbers@dohertyjfEcommerce Tracking for Google in GACROSEO
  44. 44. Direct vs Influenced@dohertyjfJohn Doherty
  45. 45. Direct vs Influenced@dohertyjfShow this to your execs to get buy-in for morework, but have exact numbers prepared as well.
  46. 46. Direct vs Influenced@dohertyjfJohn DohertyDon’t just pitch SEO initiatives though. Use this toget things done internally.
  47. 47. A Few More PsychologicalExamples
  48. 48. Competitor Data Inspires Action@dohertyjfInbound Marketing Competitor Analysis
  49. 49. Negative Numbers Inspire Action@dohertyjf
  50. 50. Negative Numbers Inspire Action@dohertyjfNever be accusatory/assign blame to your bossfor inaction. Instead, show your strategy formoving forward.
  51. 51. Previous Success Inspires Action@dohertyjfInbound Marketing Competitor Analysis
  52. 52. Internal Case Studies@dohertyjfPitch and pitch again
  53. 53. Comparisons@dohertyjfIf we don’t do X, then….
  54. 54. Comparisons@dohertyjfIf we don’t do X, then….
  55. 55. Case Study
  56. 56. 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.
  57. 57. 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
  58. 58. 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.
  59. 59. 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.
  60. 60. Client Had Been Buying Links@dohertyjfLinks were much better.I pitched them on doinga piece of high qualitycontent. These are thelinks we got.DA90DA89
  61. 61. Client Had Been Buying Links@dohertyjfTheir backlink profilehas leveled out.This is old.
  62. 62. 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.
  63. 63. Pitch A Test
  64. 64. Metrics
  65. 65. Some Metrics Are Standard@dohertyjf
  66. 66. Some Are Not@dohertyjfhttps://twitter.com/randfish/status/333819361238327296
  67. 67. Metrics Marketers Report On@dohertyjfJohn DohertyYoY Increase in TrafficDirect Conversions by ChannelInfluenced Conversions byChannelCompetitor Trends
  68. 68. Metrics Marketers Report On@dohertyjfYoY Increase in TrafficDirect Conversions by ChannelInfluenced Conversions byChannelCompetitor Trends“What metrics doesyour boss careabout?”
  69. 69. Projections
  70. 70. Creating Good Projections@dohertyjf((Metric Increase)*(Conversion %)*(Value PerVisit)) – ((hours)*(hourly rate))
  71. 71. SEO Projections@dohertyjf((Potential Traffic) *(Value Per Visit)) –((hours)*(hourly rate))
  72. 72. Your best data comes from your ownAnalytics.@dohertyjfEcommerce Tracking for Google in GA
  73. 73. 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.
  74. 74. 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?
  75. 75. Example@dohertyjfWhat Channels Convert Best (GA Page)We need some help.
  76. 76. How You Pitch or DeliverWork Makes A Difference
  77. 77. 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)
  78. 78. Director Level@dohertyjfJohn DohertyPowerpoint for presenting a business casePhone calls and meetings for followupClear call to action at the end (even if none)
  79. 79. Executive Suite@dohertyjfJohn DohertyPowerpoint - for presenting a business casePRESENT IN PERSONClear the presentation with your POC/Director first.
  80. 80. In Conclusion
  81. 81. Thanks.Any questions?JOHN DOHERTYJohn.doherty@distilled.net@dohertyjf

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