Sensible Ideas for Presenting website positioning Tasks to Executives — Whiteboard Friday

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Any time it’s a must to current your website positioning work to different departments or executives, you are going to have completely different teams of stakeholders with completely different pursuits, so it’s worthwhile to strategy them in a different way. That can assist you, Bethan walks you thru her prime 5 ideas 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 Associate at Open Velocity and I am right here to speak to you about the way to ship higher displays to government stakeholders. 

1. Set the groundwork

So we’ll begin off with a tip that type of happens pre-presentation, and basically it is setting the groundwork to know your stakeholders.

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

You have then received folks or teams with a excessive stake, so they have a excessive type of curiosity within the end result of the choice, and other people with a decrease stake. So basically in any course of, you need 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 individuals are very attention-grabbing 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 might 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 resolution? 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 received the excessive affect and excessive stake teams, and people are the folks that basically you need to spend the vast majority of your time on partaking, persuading, and provoking.

Basically, you need to present them: How is that this resolution, how is what I am proposing going to be higher for them? How is it going to provide 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 finally, really, if you cannot get it previous your type of precedence stakeholders, the choice might be not going to go in your favor.

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

You have then received your type of low stake, low affect group, and people are folks you need to inform and also you need to mainly monitor their type of suggestions on the proposed resolution since you would possibly really discover these folks that you simply suppose are low stake and low affect transfer into one in all these teams while you absolutely unravel 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 facet. 

2. Hold it succinct

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

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

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

Be actually express. What’s your ask? Is it finances? Is it useful resource? Is it a call to be made? Then lastly, stick your entire appendices with this info. If folks need to go into element, be certain they have the information, be certain they have the contextual stuff readily available, however do not try 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 all the nuance of the fabric inside a decent time-frame as a result of I believe it is honest to say that while you’re presenting to senior stakeholders, their time is usually actually valuable, and in the event you’ve received an hour or half an hour for the presentation, frankly that is all you have received, so it’s worthwhile to hold 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 realize what?

To a point it’s a little bit irritating, however I believe we have to know 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’s tumbleweed and silence. That is a worse signal. So the actual fact you are getting these questions is superb. However you have to anticipate them.

You have to construct them into the assembly construction. So once more, this comes again to maintaining it succinct. Begin off with the background and your alternative, perhaps in type 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 possibly can’t combat towards it. However then additionally on the finish of the assembly, you have to carry it again round to the request, as a result of once more, in the event you’ve been derailed, some folks run out of time, oh my gosh, I’ve received 5 minutes left, or have run out of time and people folks have gotten to go and so they’ve not received something out of the dialogue.

So anticipate interruptions. Convey 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 nearly my first level, which is about setting that groundwork and earlier than you type of do your proposal or your presentation, ensuring you perceive the stakeholders, you perceive the panorama. You have finished a few of that pre-work.

After you have finished the assembly, I believe there’s loads of type of post-decision work. So hopefully you have received the choice. You need to mainly hold folks abreast of the great work you are doing. What I like to do is ship round a weekly replace. It is a actually tremendous quick e mail I will put collectively, or it could actually go on an inner wiki, for instance, as properly, in the event you’ve received that. However I will ship it to the broader group, not simply stakeholders, and it retains folks abreast of the great 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 finished. These are the outcomes we have achieved. These are the issues we have launched. You might not have a great deal of stuff that you have launched. It might simply be that is what the staff has been doing. That is what they’ve loved engaged on.

It would not must be actually in-depth or something like that or something scary. Then lastly, that is a very powerful level of this communication — shut with an invite to have interaction. I’ve finished 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 number of the issues we have been doing. These are a number of the outcomes, the outcomes we have. Hey, does anybody have any questions or ideas on them?”

It invitations that dialog, and it actually helps you type of nurture your inner viewers. We’re excellent at nurturing exterior audiences, however I believe we are able to do higher internally as properly. 

5. Why I cross

Lastly, I simply needed to type of give a little bit little bit of context on why I am now comparatively, properly, fairly senior in my profession, I run an organization, and why I cross typically on issues my staff brings to me.

So firstly, I cross 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 every thing. We positively do not. Particularly once we’re coping with specialists, like website positioning specialists, you have received a complete depth and contextual info that I’ll not have. So typically I simply do not get it.

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

Finances and time are the 2 issues which are very, very finite inside a company. 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 finances 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 am unable to make the hyperlink between what you are pitching and our organizational targets, our enterprise targets.

That is the place it is actually vital, even in the event you’re an website positioning specialist, PPC specialist, no matter, that you simply perceive that organizational goal that you simply all needs to be working in direction of. Any good enterprise ought to have a marketing strategy and will have the ability to talk that to you. So wherever attainable, be certain what you are proposing suits into that greater image.

Then lastly, I simply do not see how that is going to make us cash. Companies exist to earn cash. We stay in a capitalist world. We type of cannot combat towards that. So typically I simply can’t see the path to ROI. I do not essentially must see the direct route. It would not must be we’re assured this ROI inside this time interval.

I do perceive, particularly in issues like website positioning 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 am unable to see that, I am not going to signal it off. So I hope that is given you some context about the way to strategy these conversations with senior decision-makers. Thanks.

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