think differently: how to accomplish big goals for your business | mack fogelson
DESCRIPTION
SEO, social media, and content marketing are perfect for building community, but ultimately they’re only the tools. The true objective is to meet your business goals, growing your company into what you want it to be. Here is a sustainable approach and process that goes beyond the tools, focusing instead on who and what a company should be and on building a thriving community around your brand.TRANSCRIPT
mackenzie fogelsonmack web solutions
@mackfogelson
CHANCES ARE, YOU BELIEVE IN
inboundor web marketing or digital marketing
or whatever you want to call it.
@mackfogELsonMACK WEB SOLUTIONS
but you may have noticed it’s
hard workyou’ve got to earn links, work on user experience
develop relationships, & build community.
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instead of just being an seo, you’ve got to be a
creativeand a marketer and a strategist
and a data scientist.
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PHOTO CREDIT: DR. PETE
you even have to
convinceyour clients & your boss
and motivate your team...
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to make the
evolutionfrom the old way of doing SEO to a
fully integrated inbound marketing solution.
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PHOTO CREDIT: http://attackofthecute.com/on/?i=6944
If you are feeling
the painof the new seo revolution and are struggling
with all kinds of roadblocks...
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@mackfogleson
Like....
How the heck do i...get buy-inchange perspectivemeasure & justify roiun-silo teamsget consensus in larger organizations
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...You’ve got to start thinking
differentlybecause this isn’t just about seo
or social media or content.
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it’s about
growing your business
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So let ’! talk about a
sustainable processthat will guide your evolution. Stop using seo in a silo.EmbracE a new approach.
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we have put this process
to the testwith many different types of companies in
different industries with different challenges.
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PHOTO CREDIT:http://animals-myfriend.blogspot.com/2011_02_01_archive.html
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This process is extremely
collaborativeand requires the involvement of all
internal & external teams.
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this process utilizes
toolslike SEO & social media & content
among other great things.
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But today we will keep the focus on
the whole businessand not just marketing initiatives. that difference makes this process powerful.
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but before we get started, there is one
warningthat i have for you today.
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This process is
not a formulait’s a guidebook.your job is to make it work for your team.for your goals.And for your business.
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so here’s the deal with
buy-init has to happen all the time.
it never, ever ends.
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earning buy-in relates to how well you
communicatewith your clients, boss, or your team.
you have to make the effort.
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the shocker about buy-in is it’s
not about youit’s about understanding & effectively
communicating with your audience.
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your job is to
bridge the gap between where they are and where you want them to be.
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PHOTO CREDIT: http://pinterest.com/pin/128845239310563258/
@mackfogleson
So try this very !imple
exerciseaudiencepain pointssolutions
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remember that you’re dealing with
peopleand that in itself is your
greatest challenge.
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continue to put in the
effortmake buy-in part of your regular routine.
this Step builds trust & opens doors.
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working to build an
alliancewith your team will be the largest
contributing factor to success.
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whatever you do
don’t skipthis step. because forming an alliance
with your team is an extension of buy-in.
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Whether you’"e in-house or out, it ’!
all one teammarketing teamsales teamproduct teamweb teamsocial media team
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clientspartnering agenciesceomanagerco-workers
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you’ve got to
unitethe team and address any resistance before you even get started.
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PHOTO CREDIT: http://attackofthecute.com/on/?i=19195
invest the time in
three thingsthat will make your efforts
super successful.
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before you begin, Conduct a
surveythat helps you understand more aboutyour team.
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encourage them to
thinkdifferently. help themunderstand a new approach & perspective.
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Start !hifting perspective with the
what? this isn’t about seo or social media or content. this is about what we want to do with our company.
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Move on to the
why?why are we doing this?what is our vision?What are we building?
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C#municate the importance of
Who?your effort is integralThere’s a lot to dowe can’t work in silos
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Think differently about the
Rolesseowebsiteemail marketingreading & learningoutreach
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Project managementcommunity managementcontentstrategydesign
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Keep the focus of the team on
goals not toolswe’re working towardlong-term, sustainable results & building a better company.
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Let your team know that
links still matterbut so does the value & EXperience that you’re creating for your customers.
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And yes, tell your team you can
measure this stuffand that’s something that you will work ontogether as you define goals & kpis.
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make sure you set up a
planfor communicating. work as a team.get stuff done.
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Ask !#e questions
who is our key point of contact?do you prefer email, phone, face-to-face?
what execution tools do you use?what days/times are best for meetings?
who is the final decision maker?What does your approval process look like?
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screen shot: unlessiheardifferently.com
if you take the time to effectively
communicateyou can avoid any unnecessary
roadblocks & frustrations.
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Let everyone know how you plan to
communicatestand-upsbi-weekliesmonthly reportsquarterly analysis
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Word on the !treet is that you can
measure this stuffand the roi that seo & social media & content generate for your business.
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but what you are going to
measureand how you are going to measure it
depends entirely on your goals.
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So make !ure you define goals for your
whole businessand not just for seo or social media or content.
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think beyond goals that you have for
revenueand focus on where you want to
take your business.
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Answer three questions when defining
goals[1] what do you want to do?[2] what does that mean?[3] how does that equate to kpis?
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what do you want to
do?let’s say you want to become a thought leader. sounds great.
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but what does that
mean?many companies have the very same goal but it can mean very different things to each company.
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You’ve got to make your goal more
GranularWe want to build trustwe want more visibilitywe want to teach stuffwe want to be respectedwe want to influence
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again, what does that
mean?how are you going to accomplish that?
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We want to build trustread & learn & blog
go places & meet peoplehold events & teach people things
Be Authentic & transparenthelp others & give back
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decide how that equates to
KPIs?this will help you prove that you’re actually accomplishing what you set out to do.
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So maybe you decide to
measure increase in trafficshares & commentsform submissionsblog/email subscribersevent conversionsface-to-face leads
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keep in mind that there are
many thingsthat cannot be quantified through analytics.
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http://moz.com/rand/11-tips-i-gave-to-marketers-this-morning/
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The thing with goals is that
there is no formulathey are different for everyone.how you measure them will be different, too.your goals will change & so will your kpis.
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your strategy is your
road mapand the action plan that is actually going to
help you accomplish your goals.
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it’s also a great opportunity to
un-siloyour team and earn buy-in.
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create your strategy in
three partsin order to make your efforts
super duper successful.
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have a strategy
jamwith your whole team. it’s a creativity session that breeds cool ideas & stuff.
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Before the jam, everyone does their
homeworkreview pain points & possible solutions.review goals & possible kpis.review personae & competition.come ready to build on ideas to reach goals.
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during the creativity jam
don’t filterjust come up with all kinds of ideas
in order to work toward goals.
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think high level for the
yearorganize, filter, and prioritize all the jam ideas into foundational & community building.
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what kind of stuff is
foundationaland needs to be taken care of before
you start driving a ton of traffic ?
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Foundational !tuff
Remedy technical audit itemsnavigation restructure
user experience improvementvalue integrationblog integration
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Simultaneously plan for
community buildingmore about what you know than what you do.resources your customers need.assets that are not all about you.
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plan in detail for 2-3
monthsso that you know what you’re doing, when you’re doing it, and who is responsible.
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but whatever you do
don’tplan your entire 12 months in detail. you want to collect some data before you commit.
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PHOTO CREDIT: http://attackofthecute.com/on/?i=18886
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Think about your
tools [1] seo[2] social media[3] content[4] email marketing[5] video[6] outreach & PR
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make sure you tie everything back to your
goalsso that you’re staying focused on big picture
and accomplishing big things.
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now we get to the
fun partwhere you actually get to do stuff
and make magic happen.
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all of that hard work requires
measurementso make sure you’ve got all the
right pieces in place.
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in order to succeed you need to
communicatewith your whole team
throughout the entire execution process.
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Hold phone or Google+‘!tand-ups’
weeklythis will help the team accomplish the stuff they need to focus on for the week.
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Send a ‘push’ via email
bi-weeklybi-weeklies provide the respectful reminder & nudge that the team often needs.
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Have a !tanding ‘!it-down’ meeting
monthlyso that you can look at the efforts that have been executed & the data you’ve collected.
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you’ve got to
testalong the way. set up tiny experiments. They don’t have to be anything fancy.
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PHOTO CREDIT: http://blog.sweetcitycandy.com
all of the
hard workin this stage of the process is what builds community & your business.
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now you’re ready to communicate and
provethe value & direction of your efforts.
otherwise known as roi.
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your job is to prove
valueso don’t blow it by providing metrics that don’t mean anything.
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PHOTO CREDIT: http://attackofthecute.com/on/?i=18848
time to whip out the
big gunsto show what you’ve done to
work towards your goals.
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this is where you have your monthly
sit downmeeting to go through what’s been working,
what hasn’t, and what needs to change.
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Under any circumstances
do not just read itTake some time before the meeting to pull out the three most important things that willmake the biggest difference in their business.
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Cust#ize your "eport with these
sections [1] applause[2] overview of efforts[3] Traffic w/ analysis[4] stuff to know[5] looking forward
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[1] Applausepoint out all the good stuff.acknowledge whole team efforts.keep it positive.
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[2] overviewhigh level laundry list.organize for readability into categories.one sentence to quickly communicate effort.
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[3] trafficshow where the lift is coming from.combine narrative & visuals.analyze what it means.
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[4] stuff to knowbreak down the ‘so what’.if the team is blowing it, tell them.point out the unexpected opportunities.
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[5] looking forwardwhat’s on the team’s plate next month?turn all ideas into action.assign deliverables to people.
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once you’ve evaluated make sure you
adjustyour efforts. look at the data and the opportunities. adjust direction & kpis.
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how about some
proofthat this process actually works to build your business & your community.
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PHOTO CREDIT: http://www.absolutelymadness.net/2012/05/01/39097/
@mackfogELson
Over a ten month period168% increase in traffic
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we signed some clients from
blog poststhat’s right. we wrote some content and it brought us business. it did take 10 months.
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now before you start
thinking“of course this works for you.
you’re a web marketing company”...
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what about these
guyswho are starting to see some wins & have all kinds of stuff stacked against them?
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@mackfogELson
Targeting !#e tough cust#ers
public sector employeesblocked from accessing social media
not technologically savvydecisions made by committee
those who want to drive change can’tnot willing to try new things
adoption of initiatives could take years
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we have been executing this process for
six monthsand SAFEbuilt is just starting to experience
some tiny victories.
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@mackfogELson
C#paring year over year78% increase in traffic
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They’re cultivating leads on
Twitterby sharing other people’s value,
reaching out & being human.
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We’"e pretty excited about the !tuff we
can’t measure They are thinking differently.they are trying new things.they believe in the process.They are changing their approach.
@mackfogELson
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so quit making
excusesand give it a shot.
it will change your business.
@mackfogELsonMACK WEB SOLUTIONS
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://attackofthecute.com/on/?i=1367
you can read about a ton of this stuff in my
link bundlehttp://bitly.com/bundles/mackwebsolutions/3
@mackfogELsonMACK WEB SOLUTIONS
@mackfogELsonMACK WEB SOLUTIONS
connect with us[1] mackwebsolutions.com/blog[2] @mackwebteam[3] gplus.to/mackwebsolutions[4] linkedin.com/company/mack-web-solutions