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Getting Client Buy-in

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This presentation explains how to create strategies using decisive, action-based and commercially focused language which will get clients as bought into the work we’re going to do as we are.

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Getting Client Buy-in

  1. 1. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reserved Finding the Words: Getting Customer Buy-in for Your SEO Strategies
  2. 2. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 @justhipper Head of Digital at I-COM Over 10 years' experience in SEO, Social Media and Content both in-house and agency- side Full service digital agency Primarily SME clients About Me @I_COM
  3. 3. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Let me tell you a story about a small business client who was getting phenomenal results.
  4. 4. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 He had the most experienced member of the team leading his campaign.
  5. 5. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 The client asked for someone new to lead the account.
  6. 6. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 What happened? LACK OF VISIBLE ENTHUSIASM The client didn’t feel that his SEO lead was excited to work on his account. DIDN’T TELL THE STORY WELL The client felt that his SEO lead wasn’t very decisive, as if he didn’t believe his plan would work. DIDN’T DEMONSTRATE EMPATHY The client felt that he didn’t click with his SEO lead and that they weren’t a good fit.
  7. 7. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Your strategy is a narrative. “...narrative might well be considered a solution to a problem of general human concern, namely, the problem of how to translate knowing into telling...” – Hayden White
  8. 8. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Framing the problem What was the problem for our client? Lack of USPs 1 keyword delivering 80% of the traffic/revenue Big brand competition Smaller competitors punching above their weight Limited budget Imperfect website Profit coming from huge volumes or repeat business
  9. 9. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Framing the problem What was the narrative we were creating? Rankings for a small handful of keywords were an appropriate focus rather than quality, retained business. Limited ability to make the website convert on the budget Social media could only work with loads of time and big ideas Emulating competitors was the only option for links The client’s business model was wrong Google wasn’t behaving like we wanted it to
  10. 10. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 TLDR; We didn’t enjoy working on the account. and We didn’t have a strategy, we were trying loads of stuff our competitors were doing and hoping something would work.
  11. 11. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 We needed to turn our narrative into a story that showed: we understood our client, we felt invested in his business, we were taking decisive action, what his expectations should be.
  12. 12. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Every strategy is an epic*. *And the best epics are as much about the journey as the ending.
  13. 13. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Telling the story Clients don’t want us to be the teacher, thinker or scholar, they want us to be the action hero.
  14. 14. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Do any of these sentences sound familiar? “We are establishing whether or not your site would benefit from...” “We are thinking about changing the structure of...” “This month we are looking to create...” “We are hoping to build upon...” “Your website has seen increases over the last 3 months...” “We have managed to acquire an authoritative link...”
  15. 15. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Focus on actions and deliverables. Set clear expectations.
  16. 16. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 What they should have said... “We are establishing whether or not your site would benefit from will conduct research and implement...” “We are thinking about changing will modify the structure of...” “This month we are looking to will create...” “We are hoping to Our work will build upon...” “Your website has seen increases o Over the last 3 months we have driven increases of...” “We have managed to acquire acquired an authoritative link...”
  17. 17. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Using active voice The hero should take action In active voice, the subject of the sentence completes the action.
  18. 18. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Using active voice Your campaign was launched by zombies (who ate its brain). vs. We launched your campaign and it killed the competition.
  19. 19. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Writing the narrative Our client needed leads and repeat business. What we did: Focus on SEO tactics for improved ranking positions. What we should have done: Focus on the end goals of data capture and repeat business. How would this have helped? It would have framed the narrative in active language the client understood.
  20. 20. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 What does this look like when it works?
  21. 21. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Framing the problem What was the problem for our client? Flat online traffic & revenue Board of directors who did not believe in digital Small internal marketing team who needed support Limited budget Imperfect website Target market aged 65+
  22. 22. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 How we got the initial buy-in What was the narrative we created? If we could raise the brand profile we could lower the target market’s age and drive additional revenue through the site. The product was so great that anyone who learned about it would want to buy it. We could work with the existing developer on a new site to improve conversions, whatever the constraints. Bringing the brand to a new audience would take time as we had to build relationships, but it would pay off in the end.
  23. 23. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 How we got the initial buy-in We showed them a trailer for our action film that got them excited.
  24. 24. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 How we got the initial buy-in We focused on a narrative the stakeholders understood & actions that excited them We ensured that narrative also met the needs of the campaign We ensured the narrative could buy us time until the results showed We ensured that our narrative had achievable deliverables that would meet the objectives the client laid out.
  25. 25. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Key Takeaways Make your narrative an action story
  26. 26. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Key Takeaways Be a willing and decisive protagonist
  27. 27. www.i-com.net | info@i-com.net | 0161 402 3170 Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Key Takeaways Tell your story in the client’s own language
  28. 28. Copyright © I-COM 2015 | All rights reservedwww.i-com.net | info@i-com.net | 0161 402 3170 Thank You Mindy Gofton – Head of Digital Strategies mindy.gofton@i-com.net /in/mindygofton @justhipper 28

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