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SearchLove Boston 2013_Mack Fogelson_Think Differently


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SearchLove Boston 2013_Mack Fogelson_Think Differently

  1. 1. mackenzie fogelsonmack web solutions@mackfogelson
  2. 2. CHANCES ARE, YOU BELIEVE INinboundor web marketing or digital marketingor whatever you want to call it.@mackfogELsonMACK WEB SOLUTIONS
  3. 3. but you may have noticed it’shard workyou’ve got to earn links, work on user experiencedevelop relationships, & build community.@mackfogELsonMACK WEB SOLUTIONS
  4. 4. instead of just being an seo, you’ve got to be acreativeand a marketer and a strategistand a data scientist.@mackfogELsonMACK WEB SOLUTIONS
  6. 6. you even have toconvinceyour clients & your bossand motivate your team...@mackfogELsonMACK WEB SOLUTIONS
  7. 7. to make theevolutionfrom the old way of doing SEO to afully integrated inbound marketing solution.@mackfogELsonMACK WEB SOLUTIONS
  9. 9. If you are feelingthe painof the new seo revolution and are strugglingwith all kinds of roadblocks...@mackfogELsonMACK WEB SOLUTIONS
  10. 10. @mackfoglesonLike....How the heck do i...get buy-inchange perspectivemeasure & justify roiun-silo teamsget consensus in larger organizations@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  11. 11. ...You’ve got to start thinkingdifferentlybecause this isn’t just about seoor social media or content.@mackfogELsonMACK WEB SOLUTIONS
  12. 12. 12it’s aboutgrowingyourbusiness@mackfogELsonMACK WEB SOLUTIONS
  13. 13. @mackfoglesonSo let’s talk about asustainable processthat will guide your evolution.Stop using seo in a silo.EmbracE a new approach.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  14. 14. we have put this processto the testwith many different types of companies indifferent industries with different challenges.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  16. 16. @mackfogELsonMACK WEB SOLUTIONS
  17. 17. This process is extremelycollaborativeand requires the involvement of allinternal & external teams.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  18. 18. this process utilizestoolslike SEO & social media & contentamong other great things.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  19. 19. @mackfoglesonBut today we will keep the focus onthe whole businessand not just marketing initiatives.that difference makes this process powerful.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  20. 20. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  21. 21. but before we get started, there is onewarningthat i have for you today.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  22. 22. @mackfoglesonThis process isnot a formulait’s a guidebook.your job is to make it work for your team.for your goals.And for your business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  23. 23. @mackfogELsonMACK WEB SOLUTIONS
  24. 24. so here’s the deal withbuy-init has to happen all the never, ever ends.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  25. 25. earning buy-in relates to how well youcommunicatewith your clients, boss, or your have to make the effort.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  26. 26. the shocker about buy-in is it’snot about youit’s about understanding & effectivelycommunicating with your audience.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  27. 27. 27your job is tobridgethe gap between wherethey are and where youwant them to be.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  28. 28. @mackfoglesonSo try this very simpleexerciseaudiencepain pointssolutions@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  29. 29. @mackfogELsonMACK WEB SOLUTIONS
  30. 30. @mackfogELsonMACK WEB SOLUTIONS
  31. 31. remember that you’re dealing withpeopleand that in itself is yourgreatest challenge.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  32. 32. continue to put in theeffortmake buy-in part of your regular routine.this Step builds trust & opens doors.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  33. 33. @mackfogELsonMACK WEB SOLUTIONS
  34. 34. working to build analliancewith your team will be the largestcontributing factor to success.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  35. 35. whatever you dodon’t skipthis step. because forming an alliancewith your team is an extension of buy-in.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  36. 36. @mackfoglesonWhether you’re in-house or out, it’sall one teammarketing teamsales teamproduct teamweb teamsocial media team@mackfogELsonMACK WEB SOLUTIONSclientspartnering agenciesceomanagerco-workers
  37. 37. 37you’ve got tounitethe team and addressany resistance beforeyou even get started.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  38. 38. invest the time inthree thingsthat will make your effortssuper successful.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  39. 39. 39before you begin, Conduct asurveythat helps youunderstand more aboutyour team.@mackfogELsonMACK WEB SOLUTIONS
  40. 40. 40@mackfogELsonMACK WEB SOLUTIONS
  41. 41. 41encourage them tothinkdifferently. help themunderstand a newapproach & perspective.@mackfogELsonMACK WEB SOLUTIONS
  42. 42. @mackfoglesonStart shifting perspective with thewhat? this isn’t about seo orsocial media orcontent. this is aboutwhat we want to dowith our company.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  43. 43. @mackfoglesonMove on to thewhy? why are we doing this?what is our vision?What are we building?@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  44. 44. @mackfoglesonCommunicate the importance ofWho? your effort is integralThere’s a lot to dowe can’t work in silos@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  45. 45. @mackfoglesonThink differently about theRolesseowebsiteemail marketingreading & learningoutreach@mackfogELsonMACK WEB SOLUTIONSProject managementcommunity managementcontentstrategydesign
  46. 46. @mackfoglesonKeep the focus of the team ongoals not toolswe’re working towardlong-term, sustainableresults & building abetter company.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  47. 47. @mackfoglesonLet your team know thatlinks still matterbut so does the value & EXperience thatyou’re creating for your customers.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  48. 48. @mackfoglesonAnd yes, tell your team you canmeasure this stuffand that’s something that you will work ontogether as you define goals & kpis.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  49. 49. 49make sure you set up aplanfor as a team.get stuff done.@mackfogELsonMACK WEB SOLUTIONS
  50. 50. @mackfogELsonAsk some questionswho 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
  51. 51. 51@mackfogELsonMACK WEB SOLUTIONS
  52. 52. 52@mackfogELsonMACK WEB SOLUTIONS
  53. 53. 53@mackfogELsonMACK WEB SOLUTIONSscreen shot:
  54. 54. if you take the time to effectivelycommunicateyou can avoid any unnecessaryroadblocks & frustrations.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  55. 55. @mackfoglesonLet everyone know how you plan tocommunicatestand-upsbi-weekliesmonthly reportsquarterly analysis@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  56. 56. @mackfogELsonMACK WEB SOLUTIONS
  57. 57. @mackfoglesonWord on the street is that you canmeasure this stuffand the roi that seo & social media &content generate for your business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  58. 58. but what you are going tomeasureand how you are going to measure itdepends entirely on your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  59. 59. @mackfoglesonSo make sure you define goals for yourwhole businessand not just for seo or social media or content.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  60. 60. think beyond goals that you have forrevenueand focus on where you want totake your business.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  61. 61. @mackfoglesonAnswer three questions when defininggoals[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. 62what do you want todo?let’s say you want tobecome a thought leader.sounds great.@mackfogELsonMACK WEB SOLUTIONS
  63. 63. 63but what does thatmean?many companies have thevery same goal but it canmean very differentthings to each company.@mackfogELsonMACK WEB SOLUTIONS
  64. 64. @mackfoglesonYou’ve got to make your goal moreGranular We want to build trustwe want more visibilitywe want to teach stuffwe want to be respectedwe want to influence@mackfogELsonMACK WEB SOLUTIONS
  65. 65. again, what does thatmean?how are you going to accomplish that?@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  66. 66. @mackfogELsonWe want to build trustread & learn & bloggo places & meet peoplehold events & teach people thingsBe Authentic & transparenthelp others & give back@mackfogELsonMACK WEB SOLUTIONS
  67. 67. 67decide how that equates toKPIs?this will help you provethat you’re actuallyaccomplishing what youset out to do.@mackfogELsonMACK WEB SOLUTIONS
  68. 68. @mackfoglesonSo maybe you decide tomeasure increase in trafficshares & commentsform submissionsblog/email subscribersevent conversionsface-to-face leads@mackfogELsonMACK WEB SOLUTIONS
  69. 69. keep in mind that there aremany thingsthat cannot be quantified through analytics.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  70. 70. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  71. 71. @mackfoglesonThe thing with goals is thatthere is no formulathey are different for you measure them will be different, too.your goals will change & so will your kpis.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  72. 72. @mackfogELsonMACK WEB SOLUTIONS
  73. 73. your strategy is yourroad mapand the action plan that is actually going tohelp you accomplish your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  74. 74. it’s also a great opportunity toun-siloyour team and earn buy-in.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  75. 75. create your strategy inthree partsin order to make your effortssuper duper successful.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  76. 76. 76have a strategyjamwith your whole’s a creativity sessionthat breeds cool ideas &stuff.@mackfogELsonMACK WEB SOLUTIONS
  77. 77. @mackfoglesonBefore the jam, everyone does theirhomeworkreview pain points & possible goals & possible personae & competition.come ready to build on ideas to reach goals.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  78. 78. during the creativity jamdon’t filterjust come up with all kinds of ideasin order to work toward goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  79. 79. 79think high level for theyearorganize, filter, andprioritize all the jamideas into foundational &community building.@mackfogELsonMACK WEB SOLUTIONS
  80. 80. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  81. 81. what kind of stuff isfoundationaland needs to be taken care of beforeyou start driving a ton of traffic ?@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  82. 82. @mackfogELsonFoundational stuffRemedy technical audit itemsnavigation restructureuser experience improvementvalue integrationblog integration@mackfogELsonMACK WEB SOLUTIONS
  83. 83. @mackfoglesonSimultaneously plan forcommunity buildingmore about what you know than what you do.resources your customers need.assets that are not all about you.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  84. 84. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  85. 85. @mackfogELsonMACK WEB SOLUTIONS
  86. 86. 86plan in detail for 2-3monthsso that you know whatyou’re doing, when you’redoing it, and who isresponsible.@mackfogELsonMACK WEB SOLUTIONS
  87. 87. 87but whatever you dodon’tplan your entire 12months in detail. youwant to collect somedata before you commit.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  88. 88. @mackfogELsonMACK WEB SOLUTIONS
  89. 89. @mackfoglesonThink about yourtools [1] seo[2] social media[3] content[4] email marketing[5] video[6] outreach & PR@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  90. 90. make sure you tie everything back to yourgoalsso that you’re staying focused on big pictureand accomplishing big things.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  91. 91. @mackfogELsonMACK WEB SOLUTIONS
  92. 92. now we get to thefun partwhere you actually get to do stuffand make magic happen.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  93. 93. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  94. 94. all of that hard work requiresmeasurementso make sure you’ve got all theright pieces in place.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  95. 95. in order to succeed you need tocommunicatewith your whole teamthroughout the entire execution process.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  96. 96. @mackfoglesonHold phone or Google+‘stand-ups’weekly this will help the teamaccomplish the stuffthey need to focus onfor the week.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  97. 97. @mackfoglesonSend a ‘push’ via emailbi-weekly bi-weeklies provide therespectful reminder &nudge that the teamoften needs.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  98. 98. @mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  99. 99. @mackfoglesonHave a standing ‘sit-down’ meetingmonthly so that you can look atthe efforts that havebeen executed & thedata you’ve collected.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  100. 100. 100you’ve got totestalong the way. set uptiny experiments.They don’t have to beanything fancy.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  101. 101. all of thehard workin this stage of the process is whatbuilds community & your business.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  102. 102. @mackfogELsonMACK WEB SOLUTIONS
  103. 103. now you’re ready to communicate andprovethe value & direction of your efforts.otherwise known as roi.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  104. 104. 104your job is to provevalueso don’t blow it byproviding metrics thatdon’t mean anything.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  105. 105. time to whip out thebig gunsto show what you’ve done towork towards your goals.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  106. 106. this is where you have your monthlysit downmeeting to go through what’s been working,what hasn’t, and what needs to change.@mackfogELson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  107. 107. @mackfoglesonUnder any circumstancesdo not just read itTake some time before the meeting to pull outthe three most important things that willmake the biggest difference in their business.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  108. 108. @mackfoglesonCustomize your report with thesesections [1] applause[2] overview of efforts[3] Traffic w/ analysis[4] stuff to know[5] looking forward@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  109. 109. @mackfogleson[1] Applausepoint out all the good stuff.acknowledge whole team efforts.keep it positive.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  110. 110. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  111. 111. @mackfogleson[2] overviewhigh level laundry list.organize for readability into sentence to quickly communicate effort.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  112. 112. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  113. 113. @mackfogleson[3] trafficshow where the lift is coming from.combine narrative & visuals.analyze what it means.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  114. 114. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  115. 115. @mackfogleson[4] stuff to knowbreak down the ‘so what’.if the team is blowing it, tell them.point out the unexpected opportunities.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  116. 116. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  117. 117. @mackfogleson[5] looking forwardwhat’s on the team’s plate next month?turn all ideas into action.assign deliverables to people.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  118. 118. @mackfogleson@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  119. 119. once you’ve evaluated make sure youadjustyour efforts. look at the data and theopportunities. adjust direction & kpis.@mackfogELsonMACK WEB SOLUTIONS
  120. 120. 120how about someproofthat this processactually works tobuild your business& your community.@mackfogELsonMACK WEB SOLUTIONSPHOTO CREDIT:
  121. 121. @mackfogELsonOver a ten month period168% increase in traffic@mackfogELsonMACK WEB SOLUTIONS
  122. 122. we signed some clients fromblog poststhat’s right. we wrote some content and itbrought us business. it did take 10 months.@mackfogELsonMACK WEB SOLUTIONS
  123. 123. now before you startthinking“of course this works for’re a web marketing company”...@mackfogELsonMACK WEB SOLUTIONS
  124. 124. 124what about theseguyswho are starting to seesome wins & have allkinds of stuff stackedagainst them?@mackfogELsonMACK WEB SOLUTIONS
  125. 125. @mackfogELsonTargeting some tough customerspublic sector employeesblocked from accessing social medianot technologically savvydecisions made by committeethose who want to drive change can’tnot willing to try new thingsadoption of initiatives could take years@mackfogELsonMACK WEB SOLUTIONS
  126. 126. we have been executing this process forsix monthsand SAFEbuilt is just starting to experiencesome tiny victories.@mackfogELsonMACK WEB SOLUTIONS
  127. 127. @mackfogELsonComparing year over year78% increase in traffic@mackfogELsonMACK WEB SOLUTIONS
  128. 128. They’re cultivating leads onTwitterby sharing other people’s value,reaching out & being human.@mackfogELsonMACK WEB SOLUTIONS
  129. 129. @mackfoglesonWe’re pretty excited about the stuff wecan’t measureThey are thinking differently.they are trying new things.they believe in the process.They are changing their approach.@mackfogELson@mackfogELsonMACK WEB SOLUTIONS
  130. 130. so quit makingexcusesand give it a will change your business.@mackfogELsonMACK WEB SOLUTIONS
  132. 132. you can read about a ton of this stuff in mylink bundle WEB SOLUTIONS
  133. 133. @mackfogELsonMACK WEB SOLUTIONSconnect with us[1][2] @mackwebteam[3][4]‎