SearchLove Boston 2013_John Doherty_Creating executive support for marketing initiatives
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The document provides guidance on how marketing professionals can gain executive support for marketing initiatives. It recommends speaking the language of executives by focusing on key company metrics and goals, presenting compelling data on return on investment and impact on revenue, starting with low-risk initiatives that have proven results, and using psychological techniques like comparisons and case studies to inspire action.
![“[See] your offering as your
market sees it - not as you
see it.”
Matt Gratt
http://www.quora.com/Marketing/What-is-the-
hardest-part-about-being-a-marketer/answer/Matt-
Gratt?srid=5pX&share=1](https://image.slidesharecdn.com/creatingexecutivesupportformarketinginitiatives-searchlovebos-130520144353-phpapp02/85/SearchLove-Boston-2013_John-Doherty_Creating-executive-support-for-marketing-initiatives-20-320.jpg)
SearchLove Boston 2013_John Doherty_Creating executive support for marketing initiatives
- 1. Creating Executive Support for Marketing Initiatives JOHN DOHERTY
- 2. John Doherty Senior Consultant, Distilled NYC [email protected] @dohertyjf
- 3. Today we’re talking about Boss or Client Management
- 4. Proving ROI is our #1 challenge @dohertyjfSource: http://dis.tl/1124N0v
- 5. Procuring Budget is #2 @dohertyjfSource: http://dis.tl/1124N0v
- 6. Your job is not to deliver reports.
- 7. Your job is to effect change.
- 8. SEO is easy, but causing change is hard. Most SEOs @dohertyjfJohn Doherty
- 9. A Few Words About Your Boss/Client
- 11. This is my boss. He’s actually quite smart.
- 13. I said human.
- 14. You need to understand
- 15. Who makes the budget decisions?
- 16. What are their motivators?
- 17. What are the key company metrics?
- 18. What are the company’s goals?
- 20. “[See] your offering as your market sees it - not as you see it.” Matt Gratt http://www.quora.com/Marketing/What-is-the- hardest-part-about-being-a-marketer/answer/Matt- Gratt?srid=5pX&share=1
- 21. Help Execs Prioritize @dohertyjfJohn Doherty At any point in time, you have many initiatives. Which ones will have the biggest impact on the metrics your bosses care about?
- 22. Present Hard Data @dohertyjfAnd what that means.
- 23. Compelling Business Case @dohertyjfJohn Doherty
- 24. If we increase traffic X%, we can make $X,XXX per month. This is music to a Director’s ears. @dohertyjfJohn Doherty
- 25. If we increase traffic X%, we can make $X,XXX per month. This is music to a Director’s ears. @dohertyjfJohn Doherty The “Why”
- 26. Think Big, Start Small @dohertyjfJohn Doherty
- 27. Think Big, Start Small @dohertyjfJohn Doherty Big Dreams Highest Impact Initiative
- 28. Speak Their Language @dohertyjfJohn Doherty If you walk into a room talking about linking root domains and infographics, you will fail. If you talk the metrics they care about and your high level plans, you’ll most likely succeed.
- 29. How do we make a case for what we need?
- 31. The Right Metrics @dohertyjfAll valid metrics, depending on who you’re reporting to.
- 32. Hard Comparison Data @dohertyjfThe Price of Technical SEO Debt Them Us
- 33. Hard and Honest Projections @dohertyjfThe Price of Technical SEO Debt
- 34. Psychology
- 35. Goal: Make It Easy To Say Yes @dohertyjfhttp://okdork.com/2012/10/09/make-it-easy-to-say-yes/l
- 36. “What Are *Your* Goals?” @dohertyjfJohn Doherty The best way to learn what your boss/client wants to hear is to ask them their goals. Then you can pitch for what you want using the metrics they will resonate with. “What can I show you that will make you say yes?” “Can you show me examples of reports you like?”
- 37. High Risk/Low Risk @dohertyjfGet Executive Management Approval Low risk are either proven as “fundamentals” and best practices, or have proven valuable for your company in the past. High risk are tasks that are either expensive up front, or have no quantifiable ROI before you complete them.
- 38. High Risk/Low Risk 80/20 Rule @dohertyjfPareto Principle You can ask for about 20% of your resources for high risk initiatives. 80% of your resources are dedicated towards the activities that you know work. Wouldn’t it be awesome if we could dedicate 80% of our efforts towards new initiatives?
- 39. High Risk/Low Risk @dohertyjf Low Risk/Low Impact is easy to pitch and get approval for, but will not move the needle significantly. High Risk/High Impact is harder to say yes to, and should be pitched after success is shown Impact Risk Low Risk/High Impact is the sweet spot, as it’s easy to say YES and will move the needle. High Risk/Low Impact is not a good case to pitch. John Doherty
- 40. Data
- 41. “Every good argument begins with data.” Abraham Lincoln @dohertyjfJohn Doherty
- 42. Revenue Tracking in Analytics provides important numbers @dohertyjfEcommerce Tracking for Google in GA CRO
- 43. Revenue Tracking in Analytics provides important numbers @dohertyjfEcommerce Tracking for Google in GA CRO SEO
- 44. Direct vs Influenced @dohertyjfJohn Doherty
- 45. Direct vs Influenced @dohertyjf Show this to your execs to get buy-in for more work, but have exact numbers prepared as well.
- 46. Direct vs Influenced @dohertyjfJohn Doherty Don’t just pitch SEO initiatives though. Use this to get things done internally.
- 47. A Few More Psychological Examples
- 48. Competitor Data Inspires Action @dohertyjfInbound Marketing Competitor Analysis
- 49. Negative Numbers Inspire Action @dohertyjf
- 50. Negative Numbers Inspire Action @dohertyjf Never be accusatory/assign blame to your boss for inaction. Instead, show your strategy for moving forward.
- 51. Previous Success Inspires Action @dohertyjfInbound Marketing Competitor Analysis
- 52. Internal Case Studies @dohertyjfPitch and pitch again
- 53. Comparisons @dohertyjfIf we don’t do X, then….
- 54. Comparisons @dohertyjfIf we don’t do X, then….
- 55. Case Study
- 56. Client Had Been Buying Links @dohertyjfThe links were extremely low quality About 50% of their backlink profile was links from sites with a Domain Authority of under 20. They were hit repeatedly by algorithm changes.
- 57. Client Had Been Buying Links @dohertyjf http://www.johnfdoherty.com/paid-links-backlink-profile- visualized/ Free-submit-url-seo.biz http://pub20.bravenet.com/f reelink http://www.txtlinks.com http://allcladdagh.com/newli nks21.htm
- 58. Client Had Been Buying Links @dohertyjf One of their sites that brought in ~10% of their revenue was hit with a manual link penalty. CEO was keen to avoid this on others. Tip: Negative case studies can be very powerful when you want someone to do something.
- 59. Client Had Been Buying Links @dohertyjfThe goal was better links and to prove content works. I pitched them on doing a piece of high quality content. These are the links we got.
- 60. Client Had Been Buying Links @dohertyjfLinks were much better. I pitched them on doing a piece of high quality content. These are the links we got. DA90 DA89
- 61. Client Had Been Buying Links @dohertyjf Their backlink profile has leveled out. This is old.
- 62. Client Had Been Buying Links @dohertyjf And their organic traffic is up almost 100% in a year and a half. We now have buy-in to do 4 more big pieces of content.
- 63. Pitch A Test
- 64. Metrics
- 65. Some Metrics Are Standard @dohertyjf
- 67. Metrics Marketers Report On @dohertyjfJohn Doherty YoY Increase in Traffic Direct Conversions by Channel Influenced Conversions by Channel Competitor Trends
- 68. Metrics Marketers Report On @dohertyjf YoY Increase in Traffic Direct Conversions by Channel Influenced Conversions by Channel Competitor Trends “What metrics does your boss care about?”
- 69. Projections
- 70. Creating Good Projections @dohertyjf ((Metric Increase)*(Conversion %)*(Value Per Visit)) – ((hours)*(hourly rate))
- 71. SEO Projections @dohertyjf ((Potential Traffic) *(Value Per Visit)) – ((hours)*(hourly rate))
- 72. Your best data comes from your own Analytics. @dohertyjfEcommerce Tracking for Google in GA
- 73. Example @dohertyjfJohn Doherty Client wants to grow their site by $250k in revenue this year. They convert at 1.71% from organic traffic at $5.68/visit. $250,000 = 44,000 new visitors.
- 74. Example @dohertyjfJohn Doherty Client wants to grow their site by $250k in revenue this year. They convert at 1.71% from organic traffic at $5.68/visit. $250,000 = 44,000 new visitors. Is this possible?
- 75. Example @dohertyjfWhat Channels Convert Best (GA Page) We need some help.
- 76. How You Pitch or Deliver Work Makes A Difference
- 77. Primary Point of Contact @dohertyjfJohn Doherty Email – gets things done quickly, builds trust Spreadsheets with documents for communicating data Phone calls to answer questions a few days later (also keeps your recommendations top of mind)
- 78. Director Level @dohertyjfJohn Doherty Powerpoint for presenting a business case Phone calls and meetings for followup Clear call to action at the end (even if none)
- 79. Executive Suite @dohertyjfJohn Doherty Powerpoint - for presenting a business case PRESENT IN PERSON Clear the presentation with your POC/Director first.
- 80. In Conclusion