5 Ways to Sell SEO to Your CMO
To increase the chances of winning budget, you need to sell SEO like a CMO. Here's how to find the data you need to get buy-in from the decision-makers.
If I came to you and asked to borrow $40,000 for a business venture I'm considering, and I said that you needed to trust the idea was going to work based on my knowledge and experience, what would you say? Would you give me the money, no questions asked?
I'm guessing your answer is no. That's the same answer the CEO is going to give you as the marketing representative in charge of the brand's SEO whether you're in-house or on the agency or consulting side.
As an SEO professional, you need to think of yourself as the chief marketing officer of every project you propose.
In days gone by, it may have been easy to throw some SEO jargon at the decision-makers along with some documentation from Google and other quick SEO wins to get buy-in for budget.
Today's SEO professional is much more than just a competent optimizer. The SEO of today has a sophisticated skill set and knows how to prove the performance of SEO and communicate its business value, just like a CMO does. Now more than ever, performance tracking is key as SEOs deal with more channels and more data.
So where does that leave the SEO today? What are the factors that make SEO strategies work to keep the investments coming? How do you think like a leading-edge CMO?
When dealing with the decision-makers about your SEO plans, put your CMO "hat" on and be prepared to answer questions like:
This takes planning and research. You have to be able to benchmark:
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5 Ways to Sell SEO to Your CMO