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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

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