Sensible Ideas for Presenting web optimization Initiatives to Executives — Whiteboard Friday


The writer’s views are fully their very own (excluding the unlikely occasion of hypnosis) and will not all the time mirror the views of Moz.

Any time you must current your web optimization work to different departments or executives, you are going to have totally different teams of stakeholders with totally different pursuits, so you should strategy them in a different way. That can assist you, Bethan walks you thru her prime 5 suggestions for sharing your work with the C-suite.

WBF - Practical Tips for Presenting SEO Projects to Executives

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Video Transcription

Hello. So my title is Bethan Vincent, and I am the Managing Accomplice at Open Velocity and I am right here to speak to you about ship higher displays to government stakeholders. 

1. Set the groundwork

So we will begin off with a tip that form of happens pre-presentation, and basically it is setting the groundwork to grasp your stakeholders.

In any state of affairs, you are going to have totally different teams of stakeholders with totally different wants and totally different stakes, and also you wish to strategy them barely in a different way. So I like a magic quadrant. So right here we have got one which mainly reveals you inside any decision-making course of you have acquired folks with excessive affect and low affect. Stakeholders will be people or teams of people. Hold that in thoughts.

You have then acquired folks or teams with a excessive stake, so they have a excessive form of curiosity within the final result of the choice, and other people with a decrease stake. So basically in any course of, you wish to divide and conquer, and that is one thing I counsel you do. Do not spend a great deal of time on it. It is extra a thought train. You are able to do it on the again of a serviette. However take into consideration who’re the folks with excessive affect and low stake, as a result of these persons are very fascinating and they are often your champions within the decision-making course of, as a result of basically you’ll be able to leverage their affect.

I’d be as express to go and communicate to the person or group of people that I believe fall in my champions field and say, “Hey, would you champion this choice? Would you assist it get pushed via? That is what it’ll imply for you. That is what it’ll imply for the group.” You have then acquired the excessive affect and excessive stake teams, and people are the folks that actually you wish to spend the vast majority of your time on partaking, persuading, and galvanizing.

Basically, you wish to present them: How is that this choice, how is what I am proposing going to be higher for them? How is it going to supply higher outcomes? How is it going to contribute to income for the corporate? How is it going to contribute to one thing tangible? So spend loads of time with these folks, as a result of in the end, really, if you cannot get it previous your form of precedence stakeholders, the choice might be not going to go in your favor.

So you have then acquired the folks with a excessive stake and low affect. This, I am afraid, is commonly advertising and marketing, particularly in relation to tasks like, to illustrate, CRM modifications. We love a shock CRM change. Basically with this group, you do wish to seek the advice of them as a result of the affect of the choice goes to be so excessive on them that you just wish to seek the advice of them and just remember to’re not likely irritating them, you are not going to introduce one thing that makes their life, their work unworkable.

You have then acquired your form of low stake, low affect group, and people are folks you wish to inform and also you wish to mainly monitor their form of suggestions on the proposed choice since you may really discover these folks that you just suppose are low stake and low affect transfer into certainly one of these teams once you absolutely resolve really what their work is, what are they making an attempt to attain.

In order that’s one thing to be conscious of. So set your groundwork. Have interaction folks pre-presentation. Get these champions on aspect. 

2. Hold it succinct

So secondly, once you come to current to government stakeholders, and whether or not it is a formal presentation with a whiteboard and slides and all of that form of stuff, or whether or not it is in a gathering and also you’re simply proposing an concept, I need you to maintain this barely weirdly named BORA acronym in thoughts.

So that you wish to maintain it succinct. Any presentation, any form of pitch to senior stakeholders, you wish to maintain it actually digestible and comprehensible. The best way I wish to construction my form of presentation, or even when it is a doc that I am presenting to senior stakeholders, is I am going to begin off with the background, begin off with the context, paint the image.

I am going to then get straight to the chance. So what tangible factor is on the bottom? What can we really get out of creating this choice? How is it going to affect the corporate? How is it going to drive income? You then wish to transfer on to the request, and I believe that is one thing that individuals typically miss out of displays. So that they will form of set the background, set the chance, after which form of depart it as much as the senior stakeholder to form of determine what they’re asking for.

Be actually express. What’s your ask? Is it funds? Is it useful resource? Is it a call to be made? Then lastly, stick your whole appendices with this info. If folks wish to go into element, be sure they have the information, be sure they have the contextual stuff readily available, however do not attempt to get via all of it inside a gathering, as a result of frankly you are simply not going to have the ability to get via the entire nuance of the fabric inside a good timeframe as a result of I believe it is truthful to say that once you’re presenting to senior stakeholders, their time is commonly actually treasured, and in case you’ve acquired an hour or half an hour for the presentation, frankly that is all you have acquired, so you should maintain it very, very time-bound.

3. Anticipate interruptions

This brings me on to level quantity three. You have to anticipate interruptions. So I believe loads of us have been in conferences with senior stakeholders the place we have began off doing our presentation, doing our pitch, and we have been interrupted with questions. Lots of people discover this fairly irritating. You understand what?

To some extent it’s a little bit irritating, however I believe we have got to grasp that senior stakeholders are sometimes questioning stuff as a result of they’re actually invested, they’re , they’re making an attempt to dig into issues a little bit bit deeper. Really, there’s nothing worse than doing a presentation to senior stakeholders and there may be tumbleweed and silence. That is a worse signal. So the actual fact you are getting these questions is great. However you have to anticipate them.

You have to construct them into the assembly construction. So once more, this comes again to conserving it succinct. Begin off with the background and your alternative, possibly in form of 5 or 10 slides, or a one-page doc. However then give that house for these inquiries to occur and simply anticipate. It’ll. You’ll be able to’t battle in opposition to it. However then additionally on the finish of the assembly, you have to deliver it again round to the request, as a result of once more, in case you’ve been derailed, some folks run out of time, oh my gosh, I’ve acquired 5 minutes left, or have run out of time and people folks have gotten to go they usually’ve not acquired something out of the dialogue.

So anticipate interruptions. Carry it again to that request. You have to know your request, know your ask earlier than you are going into the assembly. 

4. Weekly updates

We will transfer on to a degree that is linked with virtually my first level, which is about setting that groundwork and earlier than you form of do your proposal or your presentation, ensuring you perceive the stakeholders, you perceive the panorama. You have executed a few of that pre-work.

After you have executed the assembly, I believe there’s loads of form of post-decision work. So hopefully you have acquired the choice. You wish to mainly maintain folks abreast of the nice work you are doing. What I like to do is ship round a weekly replace. It is a actually tremendous quick e mail I am going to put collectively, or it could possibly go on an inside wiki, for instance, as effectively, in case you’ve acquired that. However I am going to ship it to the broader group, not simply stakeholders, and it retains folks abreast of the nice work you are doing.

It may be so simple as a abstract, so that is what’s occurred this week, a little bit little bit of, once more, setting the background, after which a bulleted record of updates. That is what we have executed. These are the outcomes we have achieved. These are the issues we have launched. You could not have a great deal of stuff that you’ve got launched. It might simply be that is what the workforce has been doing. That is what they’ve loved engaged on.

It does not should be actually in-depth or something like that or something scary. Then lastly, that is an important level of this communication — shut with an invite to have interaction. I’ve executed these earlier than and despatched them round organizations and despatched them to builders and engineers, and truly opening that door and saying like, “Look, that is what Advertising and marketing is as much as. These are a few of the issues we have been doing. These are a few of the outcomes, the outcomes we have got. Hey, does anybody have any questions or ideas on them?”

It invitations that dialog, and it actually helps you form of nurture your inside viewers. We’re excellent at nurturing exterior audiences, however I believe we will do higher internally as effectively. 

5. Why I go

Lastly, I simply wished to form of give a little bit little bit of context on why I am now comparatively, effectively, fairly senior in my profession, I run an organization, and why I go typically on issues my workforce brings to me.

So firstly, I go on stuff as a result of frankly I do not perceive it. I believe there’s this type of false impression that individuals in actually senior positions know all the pieces. We positively do not. Particularly after we’re coping with specialists, like web optimization specialists, you have acquired an entire depth and contextual info that I’ll not have. So typically I simply do not get it.

I do not get what I am presupposed to do right here. I do not get the context. I do not get the background. So then that goes again to conserving it succinct. Secondly, I simply merely haven’t got time or funds. I believe when persons are form of proposing and ask, that they have a proposal to do one thing, they could put within the funds price of it, they could put within the monetary price of it, however they do not essentially acknowledge that there is a time price.

Finances and time are the 2 issues which are very, very finite inside a corporation. So have a little bit little bit of a take into consideration the time implication and what you are asking for and does the group have the useful resource to ship on that. So typically, yeah, I simply haven’t got time and I haven’t got the funds for it. Thirdly, I do not see the massive image. What I imply by that is you are pitching one thing to me, and I do not perceive or I can not make the hyperlink between what you are pitching and our organizational targets, our enterprise targets.

That is the place it is actually essential, even in case you’re an web optimization specialist, PPC specialist, no matter, that you just perceive that organizational goal that you just all needs to be working in direction of. Any good enterprise ought to have a marketing strategy and will be capable of talk that to you. So wherever doable, be sure what you are proposing matches into that larger image.

Then lastly, I simply do not see how that is going to make us cash. Companies exist to generate income. We dwell in a capitalist world. We form of cannot battle in opposition to that. So typically I simply can’t see the path to ROI. I do not essentially should see the direct route. It does not should be we’re assured this ROI inside this time interval.

I do perceive, particularly in issues like web optimization the place it takes time, there’s loads of unknowns, that it may be a bit extra intangible. However I want to have the ability to see the causal hyperlink. If I can not see that, I am not going to signal it off. So I hope that is given you some context about strategy these conversations with senior decision-makers. Thanks.

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