April 21, 2024

The writer’s views are solely their very own (excluding the unlikely occasion of hypnosis) and will not at all times replicate the views of Moz.

Any time you need to current your web optimization work to different departments or executives, you are going to have totally different teams of stakeholders with totally different pursuits, so you want to method them in another way. That can assist you, Bethan walks you thru her high 5 ideas for sharing your work with the C-suite.

WBF - Practical Tips for Presenting SEO Projects to Executives

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Video Transcription

Hello. So my title is Bethan Vincent, and I am the Managing Companion at Open Velocity and I am right here to speak to you about the way to ship higher displays to govt stakeholders. 

1. Set the groundwork

So we will begin off with a tip that form of happens pre-presentation, and basically it is setting the groundwork to know your stakeholders.

In any state of affairs, you are going to have totally different teams of stakeholders with totally different wants and totally different stakes, and also you need to method them barely in another way. So I really like a magic quadrant. So right here we have one which principally reveals you inside any decision-making course of you have acquired folks with excessive affect and low affect. Stakeholders could be people or teams of people. Maintain that in thoughts.

You have then acquired folks or teams with a excessive stake, so they have a excessive form of curiosity within the end result of the choice, and other people with a decrease stake. So basically in any course of, you need to divide and conquer, and that is one thing I counsel you do. Do not spend a great deal of time on it. It is extra a thought train. You are able to do it on the again of a serviette. However take into consideration who’re the folks with excessive affect and low stake, as a result of these individuals are very fascinating and they are often your champions within the decision-making course of, as a result of basically you’ll be able to leverage their affect.

I might be as express to go and converse to the person or group of people that I feel fall in my champions field and say, “Hey, would you champion this choice? Would you assist it get pushed by means of? That is what it’ll imply for you. That is what it’ll imply for the group.” You have then acquired the excessive affect and excessive stake teams, and people are the folks that basically you need to spend the vast majority of your time on partaking, persuading, and galvanizing.

Primarily, you need to present them: How is that this choice, how is what I am proposing going to be higher for them? How is it going to provide higher outcomes? How is it going to contribute to income for the corporate? How is it going to contribute to one thing tangible? So spend a number of time with these folks, as a result of in the end, truly, if you cannot get it previous your form of precedence stakeholders, the choice might be not going to go in your favor.

So you have then acquired the folks with a excessive stake and low affect. This, I am afraid, is commonly advertising and marketing, particularly on the subject of initiatives like, for example, CRM modifications. We love a shock CRM change. Primarily with this group, you do need to seek the advice of them as a result of the influence of the choice goes to be so excessive on them that you just need to seek the advice of them and just remember to’re probably not irritating them, you are not going to introduce one thing that makes their life, their work unworkable.

You have then acquired your form of low stake, low affect group, and people are folks you need to inform and also you need to principally monitor their form of suggestions on the proposed choice since you may truly discover these folks that you just suppose are low stake and low affect transfer into one in every of these teams whenever you totally resolve truly what their work is, what are they making an attempt to attain.

In order that’s one thing to be aware of. So set your groundwork. Interact folks pre-presentation. Get these champions on aspect. 

2. Maintain it succinct

So secondly, whenever you come to current to govt stakeholders, and whether or not this can be a formal presentation with a whiteboard and slides and all of that form of stuff, or whether or not it is in a gathering and also you’re simply proposing an thought, I would like you to maintain this barely weirdly named BORA acronym in thoughts.

So that you need to maintain it succinct. Any presentation, any form of pitch to senior stakeholders, you need to maintain it actually digestible and comprehensible. The best way I wish to construction my form of presentation, or even when it is a doc that I am presenting to senior stakeholders, is I am going to begin off with the background, begin off with the context, paint the image.

I am going to then get straight to the chance. So what tangible factor is on the bottom? What can we truly get out of constructing this choice? How is it going to influence the corporate? How is it going to drive income? You then need to transfer on to the request, and I feel that is one thing that folks usually miss out of displays. So that they’re going to form of set the background, set the chance, after which form of go away it as much as the senior stakeholder to form of work out what they’re asking for.

Be actually express. What’s your ask? Is it funds? Is it useful resource? Is it a call to be made? Then lastly, stick all your appendices with this data. If folks need to go into element, make certain they have the information, make certain they have the contextual stuff readily available, however do not try to get by means of all of it inside a gathering, as a result of frankly you are simply not going to have the ability to get by means of the entire nuance of the fabric inside a good time-frame as a result of I feel it is honest to say that whenever you’re presenting to senior stakeholders, their time is commonly actually treasured, and should you’ve acquired an hour or half an hour for the presentation, frankly that is all you have acquired, so you want to maintain it very, very time-bound.

3. Anticipate interruptions

This brings me on to level quantity three. You have to anticipate interruptions. So I feel a number of us have been in conferences with senior stakeholders the place we have began off doing our presentation, doing our pitch, and we have been interrupted with questions. Lots of people discover this fairly irritating. what?

To some extent it’s a little bit irritating, however I feel we have to know that senior stakeholders are sometimes questioning stuff as a result of they’re actually invested, they’re , they’re making an attempt to dig into issues a bit bit deeper. Truly, there’s nothing worse than doing a presentation to senior stakeholders and there’s tumbleweed and silence. That is a worse signal. So the actual fact you are getting these questions is great. However you have to anticipate them.

You have to construct them into the assembly construction. So once more, this comes again to holding it succinct. Begin off with the background and your alternative, perhaps in form of 5 or 10 slides, or a one-page doc. However then give that area for these inquiries to occur and simply anticipate. It’ll. You may’t battle in opposition to it. However then additionally on the finish of the assembly, you have to convey it again round to the request, as a result of once more, should you’ve been derailed, some folks run out of time, oh my gosh, I’ve acquired 5 minutes left, or have run out of time and people folks have gotten to go they usually’ve not acquired something out of the dialogue.

So anticipate interruptions. Carry it again to that request. You have to know your request, know your ask earlier than you are going into the assembly. 

4. Weekly updates

We’ll transfer on to some extent that is linked with virtually my first level, which is about setting that groundwork and earlier than you form of do your proposal or your presentation, ensuring you perceive the stakeholders, you perceive the panorama. You have performed a few of that pre-work.

After you have performed the assembly, I feel there’s a number of form of post-decision work. So hopefully you have acquired the choice. You need to principally maintain folks abreast of the nice work you are doing. What I like to do is ship round a weekly replace. It is a actually tremendous brief e mail I am going to put collectively, or it may well go on an inner wiki, for instance, as properly, should you’ve acquired that. However I am going to ship it to the broader group, not simply stakeholders, and it retains folks abreast of the nice work you are doing.

It may be so simple as a abstract, so that is what’s occurred this week, a bit little bit of, once more, setting the background, after which a bulleted checklist of updates. That is what we have performed. These are the outcomes we have achieved. These are the issues we have launched. You could not have a great deal of stuff that you’ve got launched. It may simply be that is what the staff has been doing. That is what they’ve loved engaged on.

It would not should be actually in-depth or something like that or something scary. Then lastly, that is a very powerful level of this communication — shut with an invite to have interaction. I’ve performed these earlier than and despatched them round organizations and despatched them to builders and engineers, and truly opening that door and saying like, “Look, that is what Advertising and marketing is as much as. These are among the issues we have been doing. These are among the outcomes, the outcomes we have. Hey, does anybody have any questions or ideas on them?”

It invitations that dialog, and it actually helps you form of nurture your inner viewers. We’re excellent at nurturing exterior audiences, however I feel we are able to do higher internally as properly. 

5. Why I cross

Lastly, I simply needed to form of give a bit little bit of context on why I am now comparatively, properly, fairly senior in my profession, I run an organization, and why I cross generally on issues my staff brings to me.

So firstly, I cross on stuff as a result of frankly I do not perceive it. I feel there’s this sort of false impression that folks in actually senior positions know every thing. We positively do not. Particularly once we’re coping with specialists, like web optimization specialists, you have acquired an entire depth and contextual data that I’ll not have. So generally I simply do not get it.

I do not get what I am purported to do right here. I do not get the context. I do not get the background. So then that goes again to holding it succinct. Secondly, I simply merely haven’t got time or funds. I feel when individuals are form of proposing and ask, that they have a proposal to do one thing, they may put within the funds value of it, they may put within the monetary value of it, however they do not essentially acknowledge that there is a time value.

Funds and time are the 2 issues which might be very, very finite inside a company. So have a bit little bit of a take into consideration the time implication and what you are asking for and does the group have the useful resource to ship on that. So generally, yeah, I simply haven’t got time and I haven’t got the funds for it. Thirdly, I do not see the large image. What I imply by that is you are pitching one thing to me, and I do not perceive or I can not make the hyperlink between what you are pitching and our organizational targets, our enterprise targets.

That is the place it is actually vital, even should you’re an web optimization specialist, PPC specialist, no matter, that you just perceive that organizational goal that you just all ought to be working in the direction of. Any good enterprise ought to have a marketing strategy and will be capable to talk that to you. So wherever attainable, make certain what you are proposing matches into that larger image.

Then lastly, I simply do not see how that is going to make us cash. Companies exist to generate profits. We dwell in a capitalist world. We form of cannot battle in opposition to that. So generally I simply can’t see the path to ROI. I do not essentially should see the direct route. It would not should be we’re assured this ROI inside this time interval.

I do perceive, particularly in issues like web optimization the place it takes time, there’s a number of unknowns, that it may be a bit extra intangible. However I want to have the ability to see the causal hyperlink. If I can not see that, I am not going to signal it off. So I hope that is given you some context about the way to method these conversations with senior decision-makers. Thanks.

Video transcription by Speechpad.com