20. “[See] your offering as your
market sees it - not as you
see it.”
Matt Gratt
http://www.quora.com/Marketing/What-is-the-
hardest-part-about-being-a-marketer/answer/Matt-
Gratt?srid=5pX&share=1
21. Help Execs Prioritize
@dohertyjfJohn Doherty
At any point in time,
you have many
initiatives. Which
ones will have the
biggest impact on the
metrics your bosses
care about?
27. Think Big, Start Small
@dohertyjfJohn Doherty
Big Dreams
Highest Impact
Initiative
28. Speak Their Language
@dohertyjfJohn Doherty
If you walk into a room
talking about linking root
domains and
infographics, you will
fail. If you talk the
metrics they care about
and your high level
plans, you’ll most likely
succeed.
35. Goal: Make It Easy To Say Yes
@dohertyjfhttp://okdork.com/2012/10/09/make-it-easy-to-say-yes/l
36. “What Are *Your* Goals?”
@dohertyjfJohn Doherty
The best way to learn what your boss/client wants to hear is to ask them
their goals.
Then you can pitch for what you want using the metrics they will resonate
with.
“What can I show you that will make you say yes?”
“Can you show me examples of reports you like?”
37. High Risk/Low Risk
@dohertyjfGet Executive Management Approval
Low risk are either proven as “fundamentals”
and best practices, or have proven valuable for
your company in the past.
High risk are tasks that are either expensive up
front, or have no quantifiable ROI before you
complete them.
38. High Risk/Low Risk 80/20 Rule
@dohertyjfPareto Principle
You can ask for about 20% of your resources for high risk initiatives. 80%
of your resources are dedicated towards the activities that you know
work.
Wouldn’t it be awesome if we could dedicate 80% of our efforts towards
new initiatives?
39. High Risk/Low Risk
@dohertyjf
Low Risk/Low Impact is easy to
pitch and get approval for, but
will not move the needle
significantly.
High Risk/High Impact is
harder to say yes to, and
should be pitched after
success is shown
Impact
Risk
Low Risk/High Impact is the
sweet spot, as it’s easy to say
YES and will move the needle.
High Risk/Low Impact is
not a good case to pitch.
John Doherty
50. Negative Numbers Inspire Action
@dohertyjf
Never be accusatory/assign blame to your boss
for inaction. Instead, show your strategy for
moving forward.
56. Client Had Been Buying Links
@dohertyjfThe links were extremely low quality
About 50% of their
backlink profile was
links from sites with
a Domain Authority
of under 20. They
were hit repeatedly
by algorithm
changes.
57. Client Had Been Buying Links
@dohertyjf
http://www.johnfdoherty.com/paid-links-backlink-profile-
visualized/
Free-submit-url-seo.biz
http://pub20.bravenet.com/f
reelink
http://www.txtlinks.com
http://allcladdagh.com/newli
nks21.htm
58. Client Had Been Buying Links
@dohertyjf
One of their sites that
brought in ~10% of their
revenue was hit with a
manual link penalty. CEO
was keen to avoid this on
others.
Tip: Negative case studies
can be very powerful when
you want someone to do
something.
59. Client Had Been Buying Links
@dohertyjfThe goal was better links and to prove content works.
I pitched them on doing
a piece of high quality
content. These are the
links we got.
60. Client Had Been Buying Links
@dohertyjfLinks were much better.
I pitched them on doing
a piece of high quality
content. These are the
links we got.
DA90
DA89
61. Client Had Been Buying Links
@dohertyjf
Their backlink profile
has leveled out.
This is old.
62. Client Had Been Buying Links
@dohertyjf
And their organic traffic is up almost 100% in a year and a half. We now
have buy-in to do 4 more big pieces of content.
67. Metrics Marketers Report On
@dohertyjfJohn Doherty
YoY Increase in Traffic
Direct Conversions by Channel
Influenced Conversions by
Channel
Competitor Trends
68. Metrics Marketers Report On
@dohertyjf
YoY Increase in Traffic
Direct Conversions by Channel
Influenced Conversions by
Channel
Competitor Trends
“What metrics does
your boss care
about?”
72. Your best data comes from your own
Analytics.
@dohertyjfEcommerce Tracking for Google in GA
73. Example
@dohertyjfJohn Doherty
Client wants to grow their site by $250k in
revenue this year. They convert at 1.71% from
organic traffic at $5.68/visit.
$250,000 = 44,000 new
visitors.
74. Example
@dohertyjfJohn Doherty
Client wants to grow their site by $250k in
revenue this year. They convert at 1.71% from
organic traffic at $5.68/visit.
$250,000 = 44,000 new
visitors.
Is this possible?
77. Primary Point of Contact
@dohertyjfJohn Doherty
Email – gets things done quickly, builds trust
Spreadsheets with documents for communicating data
Phone calls to answer questions a few days later (also keeps your
recommendations top of mind)