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How to Talk & Sell SEO in the Boardroom

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In this presentation from SES Chicago 2013, an approach to how to sell both internally or externally Search Engine Optimization (SEO) services is presented. The key take away is don't over sell it & present the opportunity in the right way.

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How to Talk & Sell SEO in the Boardroom

  1. 1. SEO in the Boardroom: Leveraging Relevant Metrics or How to Talk to the C-Suite Alan K’necht Partner: Analytics & Social Digital Always Media @aknecht
  2. 2. About • Provide SEO, Social & Analytics Services, Training & Consulting @aknecht
  3. 3. About Alan • Working with the Internet since 1994 • Started with Digital Analytics in 1995 • Also been a: – Web developer – Analyst – SEO/Social Media • Teach Digital Analytics for USF Online • Published 1st book in 2010 @aknecht
  4. 4. Step 1: Know Your Audience • Learn: – – – – What makes them stay up at night What makes say “It was a good day” Who really makes the decisions Who at the C-level is your champion @aknecht
  5. 5. Are They This? @aknecht
  6. 6. Or Are They This? @aknecht
  7. 7. Step 2: Preparation • The C-Suite just like kids: @aknecht
  8. 8. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! @aknecht
  9. 9. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! • CFO • CMO • CTO • ROI • CPA • MBO @aknecht
  10. 10. Step 2: Preparation • The C-Suite just like kids: – Talk in TLAs! • CFO • CMO • CTO • ROI • CPA • MBO • Don’t use your SEO acronyms or jargon! @aknecht
  11. 11. How Do Relate To Kids? • Keep the talk & explanation – Simple – At a minimum • Draw them a picture! @aknecht
  12. 12. Draw Them A Treasure Map @aknecht
  13. 13. The Treasure Map • Keep it simple – – – – – Where you’re starting at What you need to get started Major milestones along the journey How long to get from the start to the end What to expect at the end of the journey @aknecht
  14. 14. The C-Suite Treasure Map • Starting Point: – Overview of the problem that needs resolving • Getting Started – Tools, resources, etc • Milestone – Check points & KPI/Indicators of progress • Journey’s End – ROI @aknecht
  15. 15. Putting it Together • Be concise • Stress benefits of implementing SEO • Highlight current obstacles – Showing the solution to get around them • Set realistic expectations – Time, CPA & ROI • Stress the benefits to the company & them @aknecht
  16. 16. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknecht Type my name into Google @aknecht

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