You’ve worked hard to become an SEO expert, and you know how crucial it is for your company’s success. However, those without SEO knowledge or experience may not understand its importance, which becomes problematic when you need buy-in for resources to help optimize performance.
Here are a few tips to help you build and pitch your case for your company’s SEO needs.
Know Your Team
Not only is every team member focused on a specific function of the company, but each person is their own unique individual. So knowing the people you’ll be pitching to can make or break your entire case.
Ask yourself a few questions:
- What team or manager will you be reporting to?
- What are their personality traits?
- What is their role in the company?
- How will improved SEO boost their own success?
Unless you know your audience understands the language of SEO, avoid using terms, abbreviations, or jargon that you might regularly use with others in your field. It will only confuse and distract you from your message. Instead, use everyday language and brief explanations when needed.
Structure Your Proposal
This is not the time to “wing it.” Crafting a pitch requires skill and strategy. Invest time in building your proposal and preparing for a presentation.
Take the wide scope of your vision and zero in on what is most important. What are the key points you are trying to make? Then, simplify your message and emphasize what you want to stick with your intended audience.
It’s helpful to develop a structured plan you can customize and carry over into future proposals to different team members or departments. Check out Donald Miller’s “StoryBrand” model. You can use the same general technique to structure your proposal:
- Identify the problem. Present the issues you’ve uncovered or the process that isn’t yielding results.
- Establish yourself as a “guide.” Share your knowledge on why you believe these problems are occurring.
- Propose a solution. As the expert, show your audience what you would do to solve these problems and the tools you need to get there.
- Paint the picture of success. For example, show how your proposed solution is expected to benefit the company and increase your revenue.
A well-structured proposal presents your information in a logical progression that draws your audience in and moves them to respond.
Focus on Data-Driven Statistics
Whether consciously or unconsciously, your audience is coming into your pitch with questions in their minds:
- “Why should I help you?”
- “Will this make my job easier to accomplish?”
- “Will this increase revenue?”
It’s your job to answer these questions with compelling, data-driven information that they can’t ignore. First, build the foundation of your case on recent, relevant statistics. Then deliver that information with a visual presentation so your pitch sticks.
It’s an unavoidable fact that revenue will be the main focus of the majority of your metrics. To survive, a company consistently seeks ways to save money and make money. Company leadership concerns themselves less with all the details of your research and the pros and cons of a specific program or process. Instead, focus on the elements you know will affect their decision and draw them in with a promising and compelling outcome.
And don’t be afraid to include information from reputable, well-known companies such as Google. When incorporated effectively, this can add serious weight to your argument. For example, Google’s Webmaster Blogs or after-hours hangouts are archived online and offer a wealth of trustworthy information.
Emphasize the Importance of Action and Seal the Deal
While you likely won’t get an answer immediately, do everything you can to emphasize the need for action. Every day that passes could be filled with new opportunities to gain clicks, conversions, and higher rankings…or falling behind competitors and not making it anywhere near page one of the SERPs.
You’ve shared your data and shown the value of your proposed SEO strategy. With such clear information in front of them and obvious benefits for all involved, how could they say no?
Creating a case that encourages buy-in for your SEO strategy goals might feel overwhelming. However, if you take the time to know your team members, structure an easily understood and data-driven presentation, and call your audience to action, your efforts will yield the results you’re working toward.