Selling UP: quadruple your link budget by speaking “CMO”

This simple, actionable framework will help link builders ‘earn a place at the table’ by bridging the gap between what practitioners focus on to get their jobs done, and what the VP, CMO or CEO who controls your budget needs to hear in order to trust you with more of it. And you could earn yourself a promotion in the process.

Transcript

1. Selling UP: quadruple your link budget by speaking “CMO” James Wirth Citation Labs @jameswirth Speakerdeck.com/citationlabs
2. @jameswirth Speakerdeck.com/citationlabs
3. (or as close as possible) @jameswirth Speakerdeck.com/citationlabs
4. @jameswirth Speakerdeck.com/citationlabs “YES!”
5. FYI… I’m using “Speaking CMO” loosely @jameswirth Speakerdeck.com/citationlabs
6. Yes, you’re an exception FYI… @jameswirth Speakerdeck.com/citationlabs
7. Speak CMO if we don’t speak to the CMO? FYI… HOW DO WE @jameswirth Speakerdeck.com/citationlabs
8. Our Objective: Help CMOs meet their objectives @jameswirth Speakerdeck.com/citationlabs
9. What choice can I make, and action can I take, in this moment, to create the greatest net value? “ ” @jameswirth Speakerdeck.com/citationlabs - “Answering the Central Question”
10. @jameswirth Speakerdeck.com/citationlabs
11. ‘ROAS-equivalent’ ROI: (Revenue – Cost) Cost @jameswirth Speakerdeck.com/citationlabs
12. Search Volume Revenue Drivers Cost Performance Conv. Value Conv. Rate Project Cost Traffic Revenue 20,000 7,500 3,500 2,500 1,500 £500 £750 £200 £1,200 £185 1.5% 1.5% 0.85% 1.05% 2.75% 1,130 424,000 86,000 51,000 60,000 17 7 2 1 2 £8,500 £5,250 £400 £1,200 £370 Revenue Inputs @jameswirth Speakerdeck.com/citationlabs Conversions # 01 02 03 04 05
13. AOV trans- actions conver- sions Better: @jameswirth Speakerdeck.com/citationlabs
14. @jameswirth Speakerdeck.com/citationlabs Passable: ~AOV avg. product price page conver- sions
15. @jameswirth Speakerdeck.com/citationlabs #PROTIP: Build bridges to paid teams
16. @jameswirth Speakerdeck.com/citationlabs value/visit value/conv CLTV, AOV & more
17. Cost Inputs @jameswirth Speakerdeck.com/citationlabs Revenue Drivers Cost Performance 20,000 7,500 3,500 2,500 1,500 01 02 03 04 05 £500 £750 £200 £1,200 £185 1.5% 1.5% 0.85% 1.05% 2.75% 17 7 2 1 2 Search Volume Conv. Value Conv. Rate Project Cost Traffic Revenue Conversions £8,500 £5,250 £400 £1,200 £370 1,130 424,000 86,000 51,000 60,000 #
18. Cost Inputs @jameswirth Speakerdeck.com/citationlabs Revenue Drivers Cost Performance 20,000 7,500 3,500 2,500 1,500 £500 £750 £200 £1,200 £185 1.5% 1.5% 0.85% 1.05% 2.75% 17 7 2 1 2 £10K £5K £5K £5K £1K Search Volume Conv. Value Conv. Rate Project Cost Traffic Revenue Conversions £8,500 £5,250 £400 £1,200 £370 1,130 424,000 86,000 51,000 60,000 01 02 03 04 05 #
19. 12-Month Forecast: Est. Rev. £1.04M Avg. ROI 2.8K% #1: Projecting ROI @jameswirth Speakerdeck.com/citationlabs Revenue Drivers Cost Performance 20,000 7,500 3,500 2,500 1,500 £500 £750 £200 £1,200 £185 1.5% 1.5% 0.85% 1.05% 2.75% 1,130 424,000 86,000 51,000 60,000 17 7 2 1 2 £8,500 £5,250 £400 £1,200 £370 £10K £5K £5K £5K £1K Search Volume Conv. Value Conv. Rate Project Cost Traffic Revenue Conversions 01 02 03 04 05 #
20. Budget: £30K / Month Projection: £1M Net Rev ~ 3K% ROI @jameswirth Speakerdeck.com/citationlabs #1: Projecting ROI
21. Utilize group A’s performance to forecast group B outcomes @jameswirth Speakerdeck.com/citationlabs #2: Sample Inference
22. Based on the pilot’s 450% ROI Expanding could net £440K @jameswirth Speakerdeck.com/citationlabs #2: Sample Inference Initial Pilot Expansion +50% 1K £90K Traffic Result Traffic Gain Rev Gain 5K (proj) £440K (proj.) --
24. @jameswirth Speakerdeck.com/citationlabs
25. @jameswirth Speakerdeck.com/citationlabs
26. Visuals & Callouts should add value @jameswirth Speakerdeck.com/citationlabs Impact Report: Link Building Pilot The link building pilot program earned a 40% increase in KWs ranking in top 3 positions, driving up organic visibility Aug Sep O ct N ov D ec Jan Aug Dec Jan
27. (this will not quadruple your budget) @jameswirth Speakerdeck.com/citationlabs
28. Track projected outcomes @jameswirth Speakerdeck.com/citationlabs even if not required
29. How does this 4X my budget? @jameswirth Speakerdeck.com/citationlabs
30. ciao ciao! Resources and beta at LINKLAUNCH.COM