Link building your CMO will love - 4X your budget with easy ROI calculations

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.

Transcript

1. Link Building your CMO will Love 4X your Budget with Easy ROI Calculations James Wirth Citation Labs @James Wirth Speakerdeck.com/citationlabs
2. @James Wirth Speakerdeck.com/citationlabs It’s time to get a seat at the table
3. presenting to the CMO @James Wirth Speakerdeck.com/citationlabs
4. or CMO twice- removed @James Wirth Speakerdeck.com/citationlabs
5. Return on Investment ROI, not ROI %s and $s @James Wirth > Speakerdeck.com/citationlabs
6. The calculation: Cost (then multiply X 100 or format your cell as a %) – (Revenue Cost) @James Wirth > Speakerdeck.com/citationlabs
7. Example of a 0% ROI — a ‘wash’ $100 ($100 - $100) 0% $0 ROI & = Adj. Revenue @James Wirth > Speakerdeck.com/citationlabs
8. 250% $250 Example of a 250% ROI ROI & $100 ($350 - $100) = Adj. Revenue @James Wirth > Speakerdeck.com/citationlabs
9. Passable: page conver- sions avg. product price AOV(ish) conver- sion data trans- action data Ideal: SOLID AOV @James Wirth > Speakerdeck.com/citationlabs
10. #PROTIP: Build bridges to paid teams @James Wirth Speakerdeck.com/citationlabs
11. Revenue Drivers KW Search Volume Value / Conversion Conversion Rate Inputs Project Cost Performance Traffic Conversions Revenue @James Wirth > Speakerdeck.com/citationlabs
12. Revenue Drivers KW Search Volume Value / Conversion Conversion Rate 20,000 1,130 $8,500 Inputs Project Cost $10K $500 1.5% Performance Traffic Conversions Revenue 17 @James Wirth > Speakerdeck.com/citationlabs
13. Project Cost $10K Inputs Revenue Drivers KW Search Volume Value / Conversion Conversion Rate 20,000 $500 1.5% @James Wirth > Speakerdeck.com/citationlabs
14. Revenue Drivers Cost Performance $500 1.5% $10K Search Volume 20,000 Conv. Value Conv. Rate Project Cost Traffic Conversions Revenue 17 $8,500 1,130 Inputs @James Wirth > Speakerdeck.com/citationlabs
15. Revenue Drivers Cost Performance $500 $750 $200 $1,200 1.5% 1.5% 0.85% 1.05% 7 2 1 $10K $5K $5K Search Volume 20,000 7,500 3,500 2,500 Conv. Value Conv. Rate Project Cost Traffic Conversions Revenue 17 $8,500 $5,250 $400 $1,200 1,130 $5K 424,000 86,000 51,000 Inputs @James Wirth > Speakerdeck.com/citationlabs
16. @James Wirth Speakerdeck.com/citationlabs and calculate over time
17. Est. Rev. $1.04M ROI 2.8K% 12-Month Forecast Use-Case #1: Projecting ROI Budget: $30K / Month Forecast: $1M (3K% ROI) @James Wirth > Speakerdeck.com/citationlabs
18. Pilot Program: 450% ROI Expanding could net: $440K Use-Case #2: Sample Inference Initial Pilot Program Expansion Request +50% 1K $90K Traffic Result Traffic Gain Rev Gain 5K (proj) $440K (proj.) -- @James Wirth > Speakerdeck.com/citationlabs
19. What if the CMO scoffs at the forecast? @James Wirth > Speakerdeck.com/citationlabs
20. What if the CMO scoffs at the forecast? Be ready with data (just don’t LEAD with it) @James Wirth > Speakerdeck.com/citationlabs
21. What if the CMO scoffs at the forecast? Map to models CMOs discuss frequently Cost x100 (Revenue – Cost) ROI Forecast Modeling ROAS Formula Ad Spend x100 Ad Revenue @James Wirth > Speakerdeck.com/citationlabs
22. What if the CMO scoffs at the forecast? Challenge your own projections before presenting @James Wirth > Speakerdeck.com/citationlabs
23. What if the CMO scoffs at the forecast? Get feedback upfront Ask for a peer review Display as a range Measure over time @James Wirth > Speakerdeck.com/citationlabs
25. Visuals & Callouts should add value 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 Dec Jan @James Wirth > Speakerdeck.com/citationlabs
26. Visuals & Callouts should add value Impact Report: Link Building Pilot Aug Dec Jan The pilot program has shown sustained KW ranking improvements despite volatility from newly ranking KWs Within Reach: KWs in Position 20 or Better @James Wirth > Speakerdeck.com/citationlabs
27. (nobody’s 4x’ing their budget using this graph) @James Wirth > Speakerdeck.com/citationlabs
28. (nobody’s 4x’ing their budget using this WOD) @James Wirth > Speakerdeck.com/citationlabs
29. Ungated ROI template + Free Beta Sign-up: linklaunch.com