Link Building your CMO will Love 4X your Budget with Easy ROI Calculations James Wirth Citation Labs @James Wirth Speakerdeck.com/citationlabs

@James Wirth Speakerdeck.com/citationlabs It’s time to get a seat at the table

presenting to the CMO @James Wirth Speakerdeck.com/citationlabs

or CMO twice- removed @James Wirth Speakerdeck.com/citationlabs

Return on Investment ROI, not ROI %s and $s @James Wirth > Speakerdeck.com/citationlabs

The calculation: Cost (then multiply X 100 or format your cell as a %) – (Revenue Cost) @James Wirth > Speakerdeck.com/citationlabs

Example of a 0% ROI — a ‘wash’ $100 ($100 - $100) 0% $0 ROI & = Adj. Revenue @James Wirth > Speakerdeck.com/citationlabs

250% $250 Example of a 250% ROI ROI & $100 ($350 - $100) = Adj. Revenue @James Wirth > Speakerdeck.com/citationlabs

Passable: page conver- sions avg. product price AOV(ish) conver- sion data trans- action data Ideal: SOLID AOV @James Wirth > Speakerdeck.com/citationlabs

#PROTIP: Build bridges to paid teams @James Wirth Speakerdeck.com/citationlabs

Revenue Drivers KW Search Volume Value / Conversion Conversion Rate Inputs Project Cost Performance Traffic Conversions Revenue @James Wirth > Speakerdeck.com/citationlabs

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

Project Cost $10K Inputs Revenue Drivers KW Search Volume Value / Conversion Conversion Rate 20,000 $500 1.5% @James Wirth > Speakerdeck.com/citationlabs

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

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

@James Wirth Speakerdeck.com/citationlabs and calculate over time

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

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

What if the CMO scoffs at the forecast? @James Wirth > Speakerdeck.com/citationlabs

What if the CMO scoffs at the forecast? Be ready with data (just don’t LEAD with it) @James Wirth > Speakerdeck.com/citationlabs

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

What if the CMO scoffs at the forecast? Challenge your own projections before presenting @James Wirth > Speakerdeck.com/citationlabs

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

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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

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

(nobody’s 4x’ing their budget using this graph) @James Wirth > Speakerdeck.com/citationlabs

(nobody’s 4x’ing their budget using this WOD) @James Wirth > Speakerdeck.com/citationlabs

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