Selling Marketing Ideas to your company & bosses

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Post on 17-Oct-2014

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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.

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<p>PowerPoint Presentation</p> <p>Selling #RCS to your boss </p> <p>Wil Reynolds Associate </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>Im an SEO, not a </p> <p>sales guy </p> <p>@wilreynolds </p> <p>Wrong Answer! </p> <p>@wilreynolds </p> <p>We are all in sales!! </p> <p>5 @wilreynolds </p> <p>Wise up, Life is a pitch! </p> <p>@wilreynolds </p> <p>Selling Hope, Belief, Value BRAND </p> <p>@wilreynolds </p> <p>Real Company Stuff #RCS </p> <p>@wilreynolds </p> <p>Step 1 The idea </p> <p>@wilreynolds </p> <p>Where do good ideas come from? </p> <p>@wilreynolds </p> <p>Addressing an unmet need </p> <p>@wilreynolds </p> <p>Help B</p> <p>usinesses </p> <p>http://www.flickr.com/photos/bayat/ </p> <p>@wilreynolds </p> <p>I cant mention a competitor! </p> <p>@wilreynolds </p> <p>Doesnt change the fact customer is looking for a </p> <p>SOLUTION </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>Go Onelogin! </p> <p>+ Quora? </p> <p>@wilreynolds </p> <p>Some Cray Ideas </p> <p>@wilreynolds </p> <p>20 @wilreynolds </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>http://vimeo.com/73364704 </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>29 @wilreynolds </p> <p>http://www.youtube.com/watch?feature=player_embedded&amp;v=VhJSHUB415g </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Look at the shares! </p> <p>@wilreynolds </p> <p>Where do you keep inspired marketing? </p> <p>@wilreynolds </p> <p>Heres mine http://bit.ly/inspirationstarts </p> <p>@wilreynolds </p> <p>Red Tettemer + Partners 42 Ads of the world Entertainment 72 and Sunny Trendhunter Simplyzesty Springwise </p> <p>Mullen </p> <p>36 @wilreynolds </p> <p>Step 2: The PITCH </p> <p>@wilreynolds </p> <p>How the heck did they get the $$ to do that? </p> <p>38 @wilreynolds </p> <p>THEY PITCH BIG </p> <p>@wilreynolds </p> <p>Students of the pitch and of aligning marketing ideas to company goals </p> <p>@wilreynolds </p> <p>Consultants Framework Tim Wilson @tgwilson </p> <p>@wilreynolds </p> <p>We believe that If we are right then To test this we will need </p> <p>@wilreynolds </p> <p>Pitching The needs of others </p> <p>@wilreynolds </p> <p>Path of </p> <p> least resistance </p> <p>@wilreynolds </p> <p>Execs dont care about </p> <p>link building </p> <p>@wilreynolds </p> <p>Open their Eyes </p> <p>http://www.flickr.com/photos/bayat/ </p> <p>@wilreynolds </p> <p>Connect the Dots </p> <p>http://www.flickr.com/photos/dnet </p> <p>@wilreynolds </p> <p>Social Proof </p> <p>48 @wilreynolds </p> <p>According to a recent study </p> <p>@wilreynolds </p> <p>Celebrate V</p> <p>ictory!!! </p> <p>@wilreynolds @wilreynolds </p> <p>@wilreynolds You created an infographic </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>Jo Ling Kent </p> <p>@wilreynolds </p> <p>@wilreynolds You created an infographic </p> <p>@wilreynolds </p> <p>54 @wilreynolds </p> <p>Company Mission? </p> <p>55 @wilreynolds </p> <p>Align marketing with the bigger vision10-k </p> <p>@wilreynolds </p> <p>How does link building </p> <p>align with corporate strategy? </p> <p>@wilreynolds </p> <p>What is the corporate strategy? </p> <p>@wilreynolds </p> <p>Stalk the CEO/CMO CNBC, NYT, Google News </p> <p>@wilreynolds </p> <p>Make friends 2 teams </p> <p>@wilreynolds </p> <p>Team 1 Public Relations </p> <p>@wilreynolds Respect the wall </p> <p>http://www.flickr.com/photos/a4gpa/ </p> <p>@wilreynolds </p> <p>You can still help </p> <p>63 @wilreynolds </p> <p>Target Influencer List what words do they use </p> <p>@wilreynolds </p> <p> What are their most popular tweets? </p> <p>STALK!. </p> <p>@wilreynolds </p> <p>66 @wilreynolds </p> <p>@AndrewMeyer8 HARO analysis over time for a story over time </p> <p>@wilreynolds </p> <p>@stephbeadell </p> <p>@wilreynolds New Friends in PR </p> <p>@wilreynolds </p> <p>Team 2: Branding </p> <p>@wilreynolds </p> <p>Value Consistency? </p> <p>@wilreynolds </p> <p>Make friends? Fix Inconsistency </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>@wilreynolds </p> <p>Step 3: Analyze </p> <p>@wilreynolds </p> <p>Consultants Framework Tim Wilson @tgwilson </p> <p>@wilreynolds </p> <p>We tested [idea] As a result we [data] Which resulted in [outcome] </p> <p>@wilreynolds </p> <p>Based on this, next we recommend </p> <p>@wilreynolds </p> <p>Momentum </p> <p>79 @wilreynolds </p> <p>They Spinnin </p> <p>@wilreynolds </p> <p>80 @wilreynolds </p> <p>Content Acceleration Idea + Pitch + Analyze </p> <p>in action </p> <p>@wilreynolds </p> <p>Netw</p> <p>ork: Taboola </p> <p>@wilreynolds </p> <p>Idea, take existing content w/ social </p> <p>83 @wilreynolds </p> <p>SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day </p> <p>@wilreynolds </p> <p>IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000* </p> <p>@wilreynolds </p> <p>0</p> <p>10000</p> <p>20000</p> <p>30000</p> <p>40000</p> <p>50000</p> <p>60000</p> <p>70000</p> <p>80000</p> <p>90000</p> <p>100000</p> <p>1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 Before During After </p> <p>Traf</p> <p>fic </p> <p>Time </p> <p>Aggregate Traffic to Landing Page </p> <p>85 </p> <p>+15,540 total visits after referral </p> <p>traffic ended </p> <p>** 6 weeks before test &amp; 6 weeks after (June 27th October 15th) </p> <p>86 @wilreynolds </p> <p>Idea + Pitch + Data + Next Winning </p> <p>About me. </p> <p>@wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com </p> <p>Wil Reynolds Founder </p> <p>Selling #RCS to your bossIm an SEO, not a sales guyWrong Answer!We are all in sales!!Wise up, Life is a pitch!Selling Hope,Belief,ValueBRANDReal Company Stuff#RCSStep 1 The ideaWhere do good ideas come from?Addressing an unmet needHelp BusinessesI cant mention a competitor!Doesnt change the fact customer is looking for a SOLUTIONSlide Number 14Slide Number 15Slide Number 16Go Onelogin!+Quora?Some Cray IdeasSlide Number 19Slide Number 20Slide Number 21Look at the shares!Look at the shares!Look at the shares!Look at the shares!http://vimeo.com/73364704Look at the shares!Look at the shares!http://www.youtube.com/watch?feature=player_embedded&amp;v=VhJSHUB415gLook at the shares!Look at the shares!Look at the shares!Where do you keepinspired marketing?Heres minehttp://bit.ly/inspirationstartsRed Tettemer + Partners 42 Ads of the world Entertainment72 and SunnyTrendhunterSimplyzesty SpringwiseMullenStep 2: The PITCHHow the heck did they get the $$ to do that?THEY PITCH BIGStudents of the pitch and of aligning marketing ideas to company goalsConsultants Framework Tim Wilson @tgwilsonWe believe thatIf we are right thenTo test this we will needPitchingThe needs of othersPath of least resistance Execs dont care about link buildingOpen their EyesConnect the DotsSocial ProofAccording to a recent studyCelebrate Victory!!!Slide Number 50You created an infographicJo Ling KentYou created an infographicCompany Mission?Align marketing with the bigger vision10-kHow does link building align with corporate strategy?What is the corporate strategy? Stalk the CEO/CMOCNBC, NYT, Google NewsMake friends2 teamsTeam 1Public RelationsRespect the wallYou can still helpTarget Influencer List what words do they useWhat are their most popular tweets? STALK!.Slide Number 65@AndrewMeyer8HARO analysis over timefor a story over time@stephbeadellNew Friends in PRTeam 2:BrandingValue Consistency?Make friends?Fix InconsistencySlide Number 72Slide Number 73Step 3: AnalyzeConsultants Framework Tim Wilson @tgwilsonWe tested [idea]As a result we [data]Which resulted in [outcome]Based on this, next we recommendMomentumSlide Number 79Content AccelerationIdea + Pitch + Analyze in actionNetwork: TaboolaIdea, take existing content w/ socialSPEND: $1700DAYS: 26CPC: .15CAPS: $75/DayIMPRESSIONS: 20,050,570CLICKS: 11,006CTR: .0549%LINKS: 82SOCIAL SHARES: 1,000*Aggregate Traffic to Landing PageIdea + Pitch + Data + NextWinningSlide Number 87</p>