Selling Marketing Ideas to your company & bosses

87
Selling #RCS to your boss… Wil Reynolds Associate @wilreynolds
  • date post

    17-Oct-2014
  • Category

    Business

  • view

    4.413
  • download

    1

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 of Selling Marketing Ideas to your company & bosses

Page 1: Selling Marketing Ideas to your company & bosses

Selling #RCS to your boss…

Wil Reynolds Associate

@wilreynolds

Page 2: Selling Marketing Ideas to your company & bosses

@wilreynolds

I’m an SEO, not a

“sales guy”

Page 3: Selling Marketing Ideas to your company & bosses

@wilreynolds

Wrong Answer!

Page 4: Selling Marketing Ideas to your company & bosses

@wilreynolds

We are all in sales!!

Page 5: Selling Marketing Ideas to your company & bosses

5 @wilreynolds

Wise up, Life is a pitch!

Page 6: Selling Marketing Ideas to your company & bosses

@wilreynolds

Selling Hope, Belief, Value BRAND

Page 7: Selling Marketing Ideas to your company & bosses

@wilreynolds

Real Company Stuff #RCS

Page 8: Selling Marketing Ideas to your company & bosses

@wilreynolds

Step 1 – The idea

Page 9: Selling Marketing Ideas to your company & bosses

@wilreynolds

Where do good ideas come from?

Page 10: Selling Marketing Ideas to your company & bosses

@wilreynolds

Addressing an unmet need

Page 11: Selling Marketing Ideas to your company & bosses

@wilreynolds

Help B

usinesses

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

Page 12: Selling Marketing Ideas to your company & bosses

@wilreynolds

I can’t mention a competitor!

Page 13: Selling Marketing Ideas to your company & bosses

@wilreynolds

Doesn’t change the fact customer is looking for a

SOLUTION

Page 14: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 15: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 16: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 17: Selling Marketing Ideas to your company & bosses

@wilreynolds

Go Onelogin!

+ Quora?

Page 18: Selling Marketing Ideas to your company & bosses

@wilreynolds

Some Cray Ideas

Page 19: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 20: Selling Marketing Ideas to your company & bosses

20 @wilreynolds

Page 21: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 22: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 23: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 24: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 25: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 26: Selling Marketing Ideas to your company & bosses

@wilreynolds

http://vimeo.com/73364704

Page 27: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 28: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 30: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 31: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 32: Selling Marketing Ideas to your company & bosses

@wilreynolds

Look at the shares!

Page 33: Selling Marketing Ideas to your company & bosses

@wilreynolds

Where do you keep “inspired” marketing?

Page 34: Selling Marketing Ideas to your company & bosses

@wilreynolds

Here’s mine… http://bit.ly/inspirationstarts

Page 35: Selling Marketing Ideas to your company & bosses

@wilreynolds

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

Mullen

Page 36: Selling Marketing Ideas to your company & bosses

36 @wilreynolds

Step 2: The PITCH

Page 37: Selling Marketing Ideas to your company & bosses

@wilreynolds

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

Page 38: Selling Marketing Ideas to your company & bosses

38 @wilreynolds

THEY PITCH BIG

Page 39: Selling Marketing Ideas to your company & bosses

@wilreynolds

Students of the pitch and of aligning marketing ideas to company goals…

Page 40: Selling Marketing Ideas to your company & bosses

@wilreynolds

Consultants Framework Tim Wilson @tgwilson

Page 41: Selling Marketing Ideas to your company & bosses

@wilreynolds

We believe that… If we are right then… To test this we will need…

Page 42: Selling Marketing Ideas to your company & bosses

@wilreynolds

Pitching The needs of others

Page 43: Selling Marketing Ideas to your company & bosses

@wilreynolds

Path of

least resistance

Page 44: Selling Marketing Ideas to your company & bosses

@wilreynolds

Execs don’t care about

“link building”

Page 45: Selling Marketing Ideas to your company & bosses

@wilreynolds

Open their Eyes

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

Page 46: Selling Marketing Ideas to your company & bosses

@wilreynolds

Connect the Dots

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

Page 47: Selling Marketing Ideas to your company & bosses

@wilreynolds

Social Proof

Page 48: Selling Marketing Ideas to your company & bosses

48 @wilreynolds

“According to a recent study”

Page 49: Selling Marketing Ideas to your company & bosses

@wilreynolds

Celebrate V

ictory!!!

Page 50: Selling Marketing Ideas to your company & bosses

@wilreynolds @wilreynolds

Page 51: Selling Marketing Ideas to your company & bosses

@wilreynolds “You created an infographic”

@wilreynolds

Page 52: Selling Marketing Ideas to your company & bosses

@wilreynolds

Jo Ling Kent

@wilreynolds

Page 53: Selling Marketing Ideas to your company & bosses

@wilreynolds You created an infographic

@wilreynolds

Page 54: Selling Marketing Ideas to your company & bosses

54 @wilreynolds

Company Mission?

Page 55: Selling Marketing Ideas to your company & bosses

55 @wilreynolds

Align marketing with the bigger vision…10-k

Page 56: Selling Marketing Ideas to your company & bosses

@wilreynolds

How does link building

align with corporate strategy?

Page 57: Selling Marketing Ideas to your company & bosses

@wilreynolds

What is the corporate strategy?

Page 58: Selling Marketing Ideas to your company & bosses

@wilreynolds

Stalk the CEO/CMO CNBC, NYT, Google News

Page 59: Selling Marketing Ideas to your company & bosses

@wilreynolds

Make friends 2 teams

Page 60: Selling Marketing Ideas to your company & bosses

@wilreynolds

Team 1 Public Relations

Page 61: Selling Marketing Ideas to your company & bosses

@wilreynolds Respect the wall

http://www.flickr.com/photos/a4gpa/

Page 62: Selling Marketing Ideas to your company & bosses

@wilreynolds

You can still help

Page 63: Selling Marketing Ideas to your company & bosses

63 @wilreynolds

Target Influencer List – what words do they use

Page 64: Selling Marketing Ideas to your company & bosses

@wilreynolds

What are their most popular tweets?

STALK!.

Page 65: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 66: Selling Marketing Ideas to your company & bosses

66 @wilreynolds

@AndrewMeyer8 HARO analysis over time “for a story” over time

Page 67: Selling Marketing Ideas to your company & bosses

@wilreynolds

@stephbeadell

Page 68: Selling Marketing Ideas to your company & bosses

@wilreynolds New Friends in PR

Page 69: Selling Marketing Ideas to your company & bosses

@wilreynolds

Team 2: Branding

Page 70: Selling Marketing Ideas to your company & bosses

@wilreynolds

Value Consistency?

Page 71: Selling Marketing Ideas to your company & bosses

@wilreynolds

Make friends? Fix Inconsistency

Page 72: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 73: Selling Marketing Ideas to your company & bosses

@wilreynolds

Page 74: Selling Marketing Ideas to your company & bosses

@wilreynolds

Step 3: Analyze

Page 75: Selling Marketing Ideas to your company & bosses

@wilreynolds

Consultants Framework Tim Wilson @tgwilson

Page 76: Selling Marketing Ideas to your company & bosses

@wilreynolds

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

Page 77: Selling Marketing Ideas to your company & bosses

@wilreynolds

Based on this, next we recommend…

Page 78: Selling Marketing Ideas to your company & bosses

@wilreynolds

Momentum

Page 79: Selling Marketing Ideas to your company & bosses

79 @wilreynolds

They Spinnin’

@wilreynolds

Page 80: Selling Marketing Ideas to your company & bosses

80 @wilreynolds

Content Acceleration Idea + Pitch + Analyze

in action

Page 81: Selling Marketing Ideas to your company & bosses

@wilreynolds

Netw

ork: Taboola

Page 82: Selling Marketing Ideas to your company & bosses

@wilreynolds

Idea, take existing content w/ social

Page 83: Selling Marketing Ideas to your company & bosses

83 @wilreynolds

SPEND: $1700 DAYS: 26 CPC: .15 CAPS: $75/Day

Page 84: Selling Marketing Ideas to your company & bosses

@wilreynolds

IMPRESSIONS: 20,050,570 CLICKS: 11,006 CTR: .0549% LINKS: 82 SOCIAL SHARES: 1,000*

Page 85: Selling Marketing Ideas to your company & bosses

@wilreynolds

0

10000

20000

30000

40000

50000

60000

70000

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)

Page 86: Selling Marketing Ideas to your company & bosses

86 @wilreynolds

Idea + Pitch + Data + Next Winning

Page 87: Selling Marketing Ideas to your company & bosses

About me.

@wilreynolds facebook.com/wilreynolds [email protected]

Wil Reynolds Founder