How To Position Yourself As An Expert & Get Buy In

SEOs in agencies (and sometimes even in-house!) often find themselves putting up a fight against marketing teams, board of directors, developers and other departments when it comes to them seeing the value in SEO. We know it's important, and we know that exactly what we're doing is going to benefit the business, but getting buy in and breaking down those barriers can be tough without months of back & forth. This talk will summarise how you can effectively position yourself as the 'expert' in your field and get that buy in.

Transcript

1. 5 Steps To Position Yourself As An Expert: How To Break Down Barriers & Get Buy In Sophie Brannon Absolute Digital Media @SophieBrannon
2. What the talk is about today.
3. Speak With Authority STEP 1:
4. @SophieBrannon 4 First impressions really do count
5. @SophieBrannon 5 Avoid phrases & words that can make you sound uncertain
6. @SophieBrannon 6 Phrases like: I think I feel Maybe Won’t Hopefully Sorry
7. @SophieBrannon 7 Don’t Overcomplicate It!
8. @SophieBrannon 8 Project Your Excitement & Enthusiasm
9. Portray Empathy & Passion STEP 2:
10. @SophieBrannon 10 Empathy is the ability to cognitively and emotionally understand another person’s experience.
11. @SophieBrannon 11 Empathy is the ultimate form of customer insight Don Peppers
12. @SophieBrannon 12 Through empathy you can understand their world, their motivations & their constraints
13. @SophieBrannon 13 Connect with the parts of people who are perhaps unsure
14. @SophieBrannon 14 You’re trying to market yourself to the person you’re trying to get buy-in from
15. @SophieBrannon 15 You are the Ferrari!
16. Consider Other’s Time & Resources STEP 3:
17. @SophieBrannon 17 02. Lack Of Understanding 01. Lack Of Time
18. @SophieBrannon 18 Do you need to reconsider your approach?
19. Are they being pulled in 20 different directions? @SophieBrannon 19
20. @SophieBrannon 20 Can you streamline what you’re trying to achieve?
21. @SophieBrannon 21 Collaboration is key to get buy-in
22. Show Value & Create Mutual Trust STEP 4:
23. @SophieBrannon 23
24. @SophieBrannon 24 Having a track record
25. @SophieBrannon 25 Showing real business value
26. @SophieBrannon 26 Objective Goals Strategy Measurement
27. @SophieBrannon 27 Communicate Your Process
28. @SophieBrannon 28 I’ll say it again
29. @SophieBrannon 29
30. Know When To Say No STEP 5:
31. @SophieBrannon 31 Saying no doesn’t always mean not doing something – sometimes it means doing to more efficiently
32. @SophieBrannon 32 As the expert, you should know where resource should be allocated to achieve the best result.
33. @SophieBrannon 33 But don’t over-explain yourself
34. @SophieBrannon 34
35. @SophieBrannon 35 Speak With Authority STEP 1:
36. @SophieBrannon 36 Portray Empathy & Passion STEP 2:
37. @SophieBrannon 37 Consider Other’s Time & Resources STEP 3:
38. @SophieBrannon 38 Show Value & Create Mutual Trust STEP 4:
39. @SophieBrannon 39 Know When To Say No STEP 5:
40. Thank You Follow me - @SophieBrannon