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.

TRANSCRIPT

PowerPoint Presentation

Selling #RCS to your boss

Wil Reynolds Associate

@wilreynolds

@wilreynolds

Im an SEO, not a

sales guy

@wilreynolds

Wrong Answer!

@wilreynolds

We are all in sales!!

5 @wilreynolds

Wise up, Life is a pitch!

@wilreynolds

Selling Hope, Belief, Value BRAND

@wilreynolds

Real Company Stuff #RCS

@wilreynolds

Step 1 The idea

@wilreynolds

Where do good ideas come from?

@wilreynolds

Addressing an unmet need

@wilreynolds

Help B

usinesses

http://www.flickr.com/photos/bayat/

@wilreynolds

I cant mention a competitor!

@wilreynolds

Doesnt change the fact customer is looking for a

SOLUTION

@wilreynolds

@wilreynolds

@wilreynolds

@wilreynolds

Go Onelogin!

+ Quora?

@wilreynolds

Some Cray Ideas

@wilreynolds

20 @wilreynolds

@wilreynolds

@wilreynolds

Look at the shares!

@wilreynolds

Look at the shares!

@wilreynolds

Look at the shares!

@wilreynolds

Look at the shares!

@wilreynolds

http://vimeo.com/73364704

@wilreynolds

Look at the shares!

@wilreynolds

Look at the shares!

29 @wilreynolds

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

Heres mine http://bit.ly/inspirationstarts

@wilreynolds

Red Tettemer + Partners 42 Ads of the world Entertainment 72 and Sunny Trendhunter Simplyzesty Springwise

Mullen

36 @wilreynolds

Step 2: The PITCH

@wilreynolds

How the heck did they get the $$ to do that?

38 @wilreynolds

THEY PITCH BIG

@wilreynolds

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 dont care about

link building

@wilreynolds

Open their Eyes

http://www.flickr.com/photos/bayat/

@wilreynolds

Connect the Dots

http://www.flickr.com/photos/dnet

@wilreynolds

Social Proof

48 @wilreynolds

According to a recent study

@wilreynolds

Celebrate V

ictory!!!

@wilreynolds @wilreynolds

@wilreynolds You created an infographic

@wilreynolds

@wilreynolds

Jo Ling Kent

@wilreynolds

@wilreynolds You created an infographic

@wilreynolds

54 @wilreynolds

Company Mission?

55 @wilreynolds

Align marketing with the bigger vision10-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

63 @wilreynolds

Target Influencer List what words do they use

@wilreynolds

What are their most popular tweets?

STALK!.

@wilreynolds

66 @wilreynolds

@AndrewMeyer8 HARO analysis over time for a story over time

@wilreynolds

@stephbeadell

@wilreynolds New Friends in PR

@wilreynolds

Team 2: Branding

@wilreynolds

Value Consistency?

@wilreynolds

Make friends? Fix Inconsistency

@wilreynolds

@wilreynolds

@wilreynolds

Step 3: Analyze

@wilreynolds

Consultants Framework Tim Wilson @tgwilson

@wilreynolds

We tested [idea] As a result we [data] Which resulted in [outcome]

@wilreynolds

Based on this, next we recommend

@wilreynolds

Momentum

79 @wilreynolds

They Spinnin

@wilreynolds

80 @wilreynolds

Content Acceleration Idea + Pitch + Analyze

in action

@wilreynolds

Netw

ork: Taboola

@wilreynolds

Idea, take existing content w/ social

83 @wilreynolds

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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50000

60000

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80000

90000

100000

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)

86 @wilreynolds

Idea + Pitch + Data + Next Winning

About me.

@wilreynolds facebook.com/wilreynolds wilr@seerinteractive.com

Wil Reynolds Founder

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&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