selling marketing ideas to your company & bosses
Post on 17-Oct-2014
4.416 views
DESCRIPTION
So, you are inspired, now is the time to get stuff done. How do you sell marketing ideas to your company? How do you get buy in? How do you pitch? How do you analyze impact? This presentation given at State of Search in Dallas, outlines a framework of selling ideas, and making friends throughout your company, starting with your boss. The tactics SEO's need to deploy should include a consultants framework.TRANSCRIPT
Selling #RCS to your boss…
Wil Reynolds Associate
@wilreynolds
@wilreynolds
I’m an SEO, not a
“sales guy”
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Wrong Answer!
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We are all in sales!!
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Wise up, Life is a pitch!
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Selling Hope, Belief, Value BRAND
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Real Company Stuff #RCS
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Step 1 – The idea
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Where do good ideas come from?
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Addressing an unmet need
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Help B
usinesses
http://www.flickr.com/photos/bayat/
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I can’t mention a competitor!
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Doesn’t change the fact customer is looking for a
SOLUTION
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Go Onelogin!
+ Quora?
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Some Cray Ideas
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Look at the shares!
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Look at the shares!
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Look at the shares!
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Look at the shares!
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Look at the shares!
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Look at the shares!
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http://www.youtube.com/watch?feature=player_embedded&v=VhJSHUB415g
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Look at the shares!
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Look at the shares!
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Look at the shares!
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Where do you keep “inspired” marketing?
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Here’s mine… http://bit.ly/inspirationstarts
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Red Tettemer + Partners 42 Ads of the world Entertainment 72 and Sunny Trendhunter Simplyzesty Springwise
Mullen
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Step 2: The PITCH
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How the heck did they get the $$ to do that?
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THEY PITCH BIG
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Students of the pitch and of aligning marketing ideas to company goals…
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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
least resistance
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Execs don’t care about
“link building”
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Open their Eyes
http://www.flickr.com/photos/bayat/
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Social Proof
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“According to a recent study”
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Celebrate V
ictory!!!
@wilreynolds @wilreynolds
@wilreynolds “You created an infographic”
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Jo Ling Kent
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@wilreynolds You created an infographic
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Company Mission?
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Align marketing with the bigger vision…10-k
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How does link building
align with corporate strategy?
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What is the corporate strategy?
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Stalk the CEO/CMO CNBC, NYT, Google News
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Make friends 2 teams
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Team 1 Public Relations
@wilreynolds Respect the wall
http://www.flickr.com/photos/a4gpa/
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You can still help
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Target Influencer List – what words do they use
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What are their most popular tweets?
STALK!.
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@AndrewMeyer8 HARO analysis over time “for a story” over time
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@stephbeadell
@wilreynolds New Friends in PR
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Team 2: Branding
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Value Consistency?
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Make friends? Fix Inconsistency
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Step 3: Analyze
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Consultants Framework Tim Wilson @tgwilson
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We tested… [idea] As a result we… [data] Which resulted in [outcome]
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Based on this, next we recommend…
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Momentum
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They Spinnin’
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Content Acceleration Idea + Pitch + Analyze
in action
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Netw
ork: Taboola
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Idea, take existing content w/ social
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SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day
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IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000*
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1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Before During After
Traf
fic
Time
Aggregate Traffic to Landing Page
85
+15,540 total visits after referral
traffic ended
** 6 weeks before test & 6 weeks after (June 27th – October 15th)
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Idea + Pitch + Data + Next Winning