Selling #RCS to your boss…
Wil Reynolds Associate
@wilreynolds
@wilreynolds
I’m an SEO, not a
“sales guy”
@wilreynolds
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
@wilreynolds
Step 1 – The idea
@wilreynolds
Where do good ideas come from?
@wilreynolds
Addressing an unmet need
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Help B
usinesses
http://www.flickr.com/photos/bayat/
@wilreynolds
I can’t mention a competitor!
@wilreynolds
Doesn’t change the fact customer is looking for a
SOLUTION
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@wilreynolds
@wilreynolds
@wilreynolds
Go Onelogin!
+ Quora?
@wilreynolds
Some Cray Ideas
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@wilreynolds
@wilreynolds
Look at the shares!
@wilreynolds
Look at the shares!
@wilreynolds
Look at the shares!
@wilreynolds
Look at the shares!
@wilreynolds
Look at the shares!
@wilreynolds
Look at the shares!
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http://www.youtube.com/watch?feature=player_embedded&v=VhJSHUB415g
@wilreynolds
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
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…
@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
least resistance
@wilreynolds
Execs don’t care about
“link building”
@wilreynolds
Open their Eyes
http://www.flickr.com/photos/bayat/
@wilreynolds
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”
@wilreynolds
@wilreynolds
Jo Ling Kent
@wilreynolds
@wilreynolds You created an infographic
@wilreynolds
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Company Mission?
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Align marketing with the bigger vision…10-k
@wilreynolds
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
http://www.flickr.com/photos/a4gpa/
@wilreynolds
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!.
@wilreynolds
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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?
@wilreynolds
Make friends? Fix Inconsistency
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@wilreynolds
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Step 3: Analyze
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Consultants Framework Tim Wilson @tgwilson
@wilreynolds
We tested… [idea] As a result we… [data] Which resulted in [outcome]
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Based on this, next we recommend…
@wilreynolds
Momentum
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They Spinnin’
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Content Acceleration Idea + Pitch + Analyze
in action
@wilreynolds
Netw
ork: Taboola
@wilreynolds
Idea, take existing content w/ social
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SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day
@wilreynolds
IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000*
@wilreynolds
0
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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
