2. CHANCES ARE, YOU BELIEVE IN
inboundor web marketing or digital marketing
or whatever you want to call it.
@mackfogELsonMACK WEB SOLUTIONS
3. but you may have noticed it’s
hard workyou’ve got to earn links, work on user experience
develop relationships, & build community.
@mackfogELsonMACK WEB SOLUTIONS
4. instead of just being an seo, you’ve got to be a
creativeand a marketer and a strategist
and a data scientist.
@mackfogELsonMACK WEB SOLUTIONS
9. If you are feeling
the painof the new seo revolution and are struggling
with all kinds of roadblocks...
@mackfogELsonMACK WEB SOLUTIONS
10. @mackfogleson
Like....
How the heck do i...
get buy-in
change perspective
measure & justify roi
un-silo teams
get consensus in larger organizations
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
11. ...You’ve got to start thinking
differentlybecause this isn’t just about seo
or social media or content.
@mackfogELsonMACK WEB SOLUTIONS
13. @mackfogleson
So let’s talk about a
sustainable process
that will guide your evolution.
Stop using seo in a silo.
EmbracE a new approach.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
14. we have put this process
to the testwith many different types of companies in
different industries with different challenges.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
17. This process is extremely
collaborativeand requires the involvement of all
internal & external teams.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
18. this process utilizes
toolslike SEO & social media & content
among other great things.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
19. @mackfogleson
But today we will keep the focus on
the whole business
and not just marketing initiatives.
that difference makes this process powerful.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
21. but before we get started, there is one
warningthat i have for you today.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
22. @mackfogleson
This process is
not a formula
it’s a guidebook.
your job is to make it work for your team.
for your goals.
And for your business.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
24. so here’s the deal with
buy-init has to happen all the time.
it never, ever ends.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
25. earning buy-in relates to how well you
communicatewith your clients, boss, or your team.
you have to make the effort.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
26. the shocker about buy-in is it’s
not about youit’s about understanding & effectively
communicating with your audience.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
27. 27
your job is to
bridgethe gap between where
they are and where you
want them to be.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://pinterest.com/pin/128845239310563258/
28. @mackfogleson
So try this very simple
exercise
audience
pain points
solutions
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
31. remember that you’re dealing with
peopleand that in itself is your
greatest challenge.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
32. continue to put in the
effortmake buy-in part of your regular routine.
this Step builds trust & opens doors.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
34. working to build an
alliancewith your team will be the largest
contributing factor to success.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
35. whatever you do
don’t skipthis step. because forming an alliance
with your team is an extension of buy-in.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
36. @mackfogleson
Whether you’re in-house or out, it’s
all one team
marketing team
sales team
product team
web team
social media team
@mackfogELsonMACK WEB SOLUTIONS
clients
partnering agencies
ceo
manager
co-workers
37. 37
you’ve got to
unitethe team and address
any resistance before
you even get started.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://attackofthecute.com/on/?i=19195
38. invest the time in
three thingsthat will make your efforts
super successful.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
39. 39
before you begin, Conduct a
surveythat helps you
understand more about
your team.
@mackfogELsonMACK WEB SOLUTIONS
42. @mackfogleson
Start shifting 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.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
43. @mackfogleson
Move on to the
why? why are we doing this?
what is our vision?
What are we building?
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
44. @mackfogleson
Communicate the importance of
Who? your effort is integral
There’s a lot to do
we can’t work in silos
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
45. @mackfogleson
Think differently about the
Roles
seo
website
email marketing
reading & learning
outreach
@mackfogELsonMACK WEB SOLUTIONS
Project management
community management
content
strategy
design
46. @mackfogleson
Keep the focus of the team on
goals not tools
we’re working toward
long-term, sustainable
results & building a
better company.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
47. @mackfogleson
Let your team know that
links still matter
but so does the value & EXperience that
you’re creating for your customers.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
48. @mackfogleson
And yes, tell your team you can
measure this stuff
and that’s something that you will work on
together as you define goals & kpis.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
49. 49
make sure you set up a
planfor communicating.
work as a team.
get stuff done.
@mackfogELsonMACK WEB SOLUTIONS
50. @mackfogELson
Ask some 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?
@mackfogELsonMACK WEB SOLUTIONS
54. if you take the time to effectively
communicateyou can avoid any unnecessary
roadblocks & frustrations.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
55. @mackfogleson
Let everyone know how you plan to
communicate
stand-ups
bi-weeklies
monthly reports
quarterly analysis
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
57. @mackfogleson
Word on the street is that you can
measure this stuff
and the roi that seo & social media &
content generate for your business.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
58. but what you are going to
measureand how you are going to measure it
depends entirely on your goals.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
59. @mackfogleson
So make sure you define goals for your
whole business
and not just for seo or social media or content.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
60. think beyond goals that you have for
revenueand focus on where you want to
take your business.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
61. @mackfogleson
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?
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
62. 62
what do you want to
do?let’s say you want to
become a thought leader.
sounds great.
@mackfogELsonMACK WEB SOLUTIONS
63. 63
but what does that
mean?many companies have the
very same goal but it can
mean very different
things to each company.
@mackfogELsonMACK WEB SOLUTIONS
64. @mackfogleson
You’ve got to make your goal more
Granular We want to build trust
we want more visibility
we want to teach stuff
we want to be respected
we want to influence
@mackfogELsonMACK WEB SOLUTIONS
65. again, what does that
mean?how are you going to accomplish that?
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
66. @mackfogELson
We want to build trust
read & learn & blog
go places & meet people
hold events & teach people things
Be Authentic & transparent
help others & give back
@mackfogELsonMACK WEB SOLUTIONS
67. 67
decide how that equates to
KPIs?this will help you prove
that you’re actually
accomplishing what you
set out to do.
@mackfogELsonMACK WEB SOLUTIONS
68. @mackfogleson
So maybe you decide to
measure increase in traffic
shares & comments
form submissions
blog/email subscribers
event conversions
face-to-face leads
@mackfogELsonMACK WEB SOLUTIONS
69. keep in mind that there are
many thingsthat cannot be quantified through analytics.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
71. @mackfogleson
The thing with goals is that
there is no formula
they are different for everyone.
how you measure them will be different, too.
your goals will change & so will your kpis.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
73. your strategy is your
road mapand the action plan that is actually going to
help you accomplish your goals.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
74. it’s also a great opportunity to
un-siloyour team and earn buy-in.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
75. create your strategy in
three partsin order to make your efforts
super duper successful.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
76. 76
have a strategy
jamwith your whole team.
it’s a creativity session
that breeds cool ideas &
stuff.
@mackfogELsonMACK WEB SOLUTIONS
77. @mackfogleson
Before the jam, everyone does their
homework
review pain points & possible solutions.
review goals & possible kpis.
review personae & competition.
come ready to build on ideas to reach goals.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
78. during the creativity jam
don’t filterjust come up with all kinds of ideas
in order to work toward goals.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
79. 79
think high level for the
yearorganize, filter, and
prioritize all the jam
ideas into foundational &
community building.
@mackfogELsonMACK WEB SOLUTIONS
81. what kind of stuff is
foundationaland needs to be taken care of before
you start driving a ton of traffic ?
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
83. @mackfogleson
Simultaneously plan for
community building
more about what you know than what you do.
resources your customers need.
assets that are not all about you.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
86. 86
plan in detail for 2-3
monthsso that you know what
you’re doing, when you’re
doing it, and who is
responsible.
@mackfogELsonMACK WEB SOLUTIONS
87. 87
but whatever you do
don’tplan your entire 12
months in detail. you
want to collect some
data before you commit.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://attackofthecute.com/on/?i=18886
89. @mackfogleson
Think about your
tools [1] seo
[2] social media
[3] content
[4] email marketing
[5] video
[6] outreach & PR
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
90. make sure you tie everything back to your
goalsso that you’re staying focused on big picture
and accomplishing big things.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
94. all of that hard work requires
measurementso make sure you’ve got all the
right pieces in place.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
95. in order to succeed you need to
communicatewith your whole team
throughout the entire execution process.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
96. @mackfogleson
Hold phone or Google+‘stand-ups’
weekly this will help the team
accomplish the stuff
they need to focus on
for the week.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
97. @mackfogleson
Send a ‘push’ via email
bi-weekly bi-weeklies provide the
respectful reminder &
nudge that the team
often needs.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
99. @mackfogleson
Have a standing ‘sit-down’ meeting
monthly so that you can look at
the efforts that have
been executed & the
data you’ve collected.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
100. 100
you’ve got to
testalong the way. set up
tiny experiments.
They don’t have to be
anything fancy.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://blog.sweetcitycandy.com
101. all of the
hard workin this stage of the process is what
builds community & your business.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
103. now you’re ready to communicate and
provethe value & direction of your efforts.
otherwise known as roi.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
104. 104
your job is to prove
valueso don’t blow it by
providing metrics that
don’t mean anything.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://attackofthecute.com/on/?i=18848
105. time to whip out the
big gunsto show what you’ve done to
work towards your goals.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
106. this is where you have your monthly
sit downmeeting to go through what’s been working,
what hasn’t, and what needs to change.
@mackfogELson@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
107. @mackfogleson
Under any circumstances
do not just read it
Take some time before the meeting to pull out
the three most important things that will
make the biggest difference in their business.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
108. @mackfogleson
Customize your report with these
sections [1] applause
[2] overview of efforts
[3] Traffic w/ analysis
[4] stuff to know
[5] looking forward
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
109. @mackfogleson
[1] Applause
point out all the good stuff.
acknowledge whole team efforts.
keep it positive.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
111. @mackfogleson
[2] overview
high level laundry list.
organize for readability into categories.
one sentence to quickly communicate effort.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
113. @mackfogleson
[3] traffic
show where the lift is coming from.
combine narrative & visuals.
analyze what it means.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
115. @mackfogleson
[4] stuff to know
break down the ‘so what’.
if the team is blowing it, tell them.
point out the unexpected opportunities.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
117. @mackfogleson
[5] looking forward
what’s on the team’s plate next month?
turn all ideas into action.
assign deliverables to people.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
119. once you’ve evaluated make sure you
adjustyour efforts. look at the data and the
opportunities. adjust direction & kpis.
@mackfogELsonMACK WEB SOLUTIONS
120. 120
how about some
proofthat this process
actually works to
build your business
& your community.
@mackfogELsonMACK WEB SOLUTIONS
PHOTO CREDIT: http://www.absolutelymadness.net/2012/05/01/39097/
122. we signed some clients from
blog poststhat’s right. we wrote some content and it
brought us business. it did take 10 months.
@mackfogELsonMACK WEB SOLUTIONS
123. now before you start
thinking“of course this works for you.
you’re a web marketing company”...
@mackfogELsonMACK WEB SOLUTIONS
124. 124
what about these
guyswho are starting to see
some wins & have all
kinds of stuff stacked
against them?
@mackfogELsonMACK WEB SOLUTIONS
125. @mackfogELson
Targeting some tough customers
public sector employees
blocked from accessing social media
not technologically savvy
decisions made by committee
those who want to drive change can’t
not willing to try new things
adoption of initiatives could take years
@mackfogELsonMACK WEB SOLUTIONS
126. we have been executing this process for
six monthsand SAFEbuilt is just starting to experience
some tiny victories.
@mackfogELsonMACK WEB SOLUTIONS
128. They’re cultivating leads on
Twitterby sharing other people’s value,
reaching out & being human.
@mackfogELsonMACK WEB SOLUTIONS
129. @mackfogleson
We’re pretty excited about the stuff we
can’t measure
They are thinking differently.
they are trying new things.
they believe in the process.
They are changing their approach.
@mackfogELson
@mackfogELsonMACK WEB SOLUTIONS
130. so quit making
excusesand give it a shot.
it will change your business.
@mackfogELsonMACK WEB SOLUTIONS
132. you can read about a ton of this stuff in my
link bundlehttp://bitly.com/bundles/mackwebsolutions/3
@mackfogELsonMACK WEB SOLUTIONS
133. @mackfogELsonMACK WEB SOLUTIONS
connect with us
[1] mackwebsolutions.com/blog
[2] @mackwebteam
[3] gplus.to/mackwebsolutions
[4] linkedin.com/company/mack-web-solutions