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Selling UP: quadruple your link budget by speak...

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.

James Wirth

April 24, 2024
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  1. Selling UP: quadruple your link budget by speaking “CMO” James

    Wirth Citation Labs @jameswirth Speakerdeck.com/citationlabs
  2. Speak CMO if we don’t speak to the CMO? FYI…

    HOW DO WE @jameswirth Speakerdeck.com/citationlabs
  3. 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”
  4. 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
  5. 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 #
  6. 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 #
  7. 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 #
  8. Budget: £30K / Month Projection: £1M Net Rev ~ 3K%

    ROI @jameswirth Speakerdeck.com/citationlabs #1: Projecting ROI
  9. Utilize group A’s performance to forecast group B outcomes @jameswirth

    Speakerdeck.com/citationlabs #2: Sample Inference
  10. 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.) --
  11. 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