Yes. Yes. Yes. Getting People To Take Action On Your Digital Marketing Ideas And Recommendations
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The document provides tips for getting stakeholders to agree to proposals by reducing friction, introducing clarity, understanding their role, learning principles of influence, and sweating the small stuff. Some key tips mentioned are using tools like Trello to break work down into bite-sized tasks, having clear data and examples ready, leveraging principles of reciprocity, scarcity, authority, consistency, and consensus to get stakeholders' agreement, and following up a "yes" with immediate action.
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Yes. Yes. Yes. Getting People To Take Action On Your Digital Marketing Ideas And Recommendations
- 2. Before We Get Started
- 5. So
- 6. So You Wanna Do This?
- 8. Aspirations Of Becoming The Plumber
- 9. Getting People To Take Action On Your Digital Marketing Ideas And Recommendations https://unsplash.com/@ferventjan
- 12. Okay, We Will Call Them The Stakeholder
- 13. So, Developers In The Room..
- 14. How Often Have You Had This Conversation?
- 15. We really need to make sure that we have thought this through. I need you to put together a full spec…
- 16. Er, is this necessary? I'm very busy. Can't you get started? We can look at it then…
- 17. Well, we could but then you'll think of 250 new things that you need at the last minute. I'll end up working late and you'll think I'm shit at my job…
- 18. No I won't. Get on with it!
- 19. We Know How That Story Ends https://unsplash.com/@rachel_lees
- 21. -Stuff doesn’t get done- -We don’t see results- -Stakeholders aren’t as happy as they should be- -We lose at the game we call internet-
- 22. Designers Conversations Go A Bit Like This Don't They?
- 23. Designers conversations go a bit like this don't they? I'd love to design this logo for you. Could you fill in this questionnaire for me please? It will help guide the design process…
- 24. Designers conversations go a bit like this don't they? Erm… I'll try and get round to it. You're just drawing pretty pictures aren't you?
- 25. Designers conversations go a bit like this don't they? Well. Yeah. But getting a good idea of who you are, who your customers are, and where you are heading will result in a logo that's true to your brand.
- 26. Designers conversations go a bit like this don't they? Erm… Okay.
- 27. Designers conversations go a bit like this don't they? I'll need the brand guidelines as well...
- 28. Designers conversations go a bit like this don't they? I'll see if I can get one of my colleagues to call John to tell the intern manager to get the intern to send them over. The logo will be ready next week won't it?
- 29. “We don't know what we want but we'll know when we see it…”
- 30. We Know How That Story Ends https://unsplash.com/@rachel_lees
- 31. -Stuff doesn’t get done- -We don’t see results- -Stakeholders aren’t as happy as they should be- -We lose at the game we call internet-
- 32. We dont know what we want but we'll know when we see it…
- 33. SEO Conversations Go A Bit Like This...
- 34. We need to add more content to the site…
- 35. Why? How many more melons and partridges will it help me sell?
- 36. Well since the 2nd Panda update Google has been using AI and machine learning based on real data from real users that grades the internet on a page by page level...
- 37. z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z z
- 38. Er, wake up!
- 39. Have you SEO'd the site yet? Do I rank number 1 for "partridges?
- 40. We Know How That Story Ends https://unsplash.com/@rachel_lees
- 41. We know how this story ends
- 42. -Stuff doesn’t get done- -We don’t see results- -Stakeholders aren’t as happy as they should be- -We lose at the game we call internet-
- 43. We Got Any Plumbers In The House??
- 44. -We don't question them- -We have a leak- -The leak needs fixing- -We let them fix it- -We pay them-
- 45. So here are some tips on how to get closer to being a plumber
- 46. So Here Are Some Tips On How To Get Closer To Being A Plumber
- 47. Reduce Friction
- 48. Example: Audits
- 49. NOTHING HAPPENS
- 50. -Break it down, we use Trello- -The right people get the right tasks- -Jobs are bite-sized- -Fear is removed- -Action happens-
- 53. -Use examples of what you have done before- -Have data ready- -Have real £££ numbers ready- -Pre-empt- -Know your shit-
- 54. Know Their Role
- 56. -They are working to the same goals- -Understand their risk – we are paid to take calculated risks, they aren’t- -Who do they report to?-
- 57. Learn Cialdini’s Principles of Influence
- 58. Reciprocity
- 59. -Humans like to give back – social obligation- -Think of the mints- -Can be used in link building as well-
- 60. Takeaway: Get Your Yes By Getting In There First https://unsplash.com/@deiscribe
- 61. Scarcity
- 62. -If you can’t have it, then you want it- -Remember the chocolate pudding- -Should you do it? Well….-
- 63. Takeaway: Get Your Yes By Framing Things In A Way That People Can’t Object To https://unsplash.com/@jamessutton_photography
- 64. Authority
- 65. -People follow and listen to knowledgeable people- -Doctor’s walls- -Remember the real estate guys- -Never assume people know how flippin’ great you are-
- 66. Takeaway: Get The Yes By Pre- Earning People’s Trust https://unsplash.com/@emsmith
- 67. Consistency
- 68. -Humans don’t like to break their own consistency- -Remember the drive safely signs- -Ask for smaller and go for bigger: this can be reversed too-
- 69. Takeaway: Get Your Yes By Changing How You Ask For Things https://unsplash.com/@alisaanton
- 70. Liking
- 71. Takeaway: Get Your Yes By Not Being a Dick https://unsplash.com/@tigerrulezzz
- 72. Consensus
- 73. -People like to think they think for themselves but they don’t- -Think of what we put on our websites and put that in our emails and pitches-
- 74. Takeaway: Get Your Yes By Quoting Experts and Showing Stats From Known Sources https://unsplash.com/@igorovsyannykov
- 75. Then Sweat The Small Stuff
- 76. It Can Be Introduced Without People Knowing. This Isn’t Nefarious, I Promise… I’ll show you.
- 78. Compliment People But Don’t Go Over The Top
- 79. Bring Gifts
- 80. Bring Gifts But Don’t Go Over The Top
- 81. Use The Word Because
- 82. Use The Word Because Because Studies Have Shown That It Works Even If The Reason Isn’t A Real Reason
- 83. Use Smiley Faces
- 84. Use Smiley Faces Trust Me. A Hand-Written Note With A Smiley Face On It Has Never Resulted In A No For Me
- 86. Request – But Give ‘Em A Way Out
- 87. Request – But Give ‘Em A Way Out If People Think That They Have A Way Out Of Something They Are More Likely To Agree With You
- 88. Yes = Action
- 89. Yes = Action Action = Success
- 90. Yes = Action Action = Success Success = Happy Stakeholders
- 92. Right, Time For FREE Pizza https://unsplash.com/@uncled
- 93. Thanks!!
Hinweis der Redaktion
- Hello. Before we get started. Couple of things I want to go through. How are you? You're all looking great this evening. It's national lollipop day. Want a lollipop? I've done quite a few presentations at Drink. I put more effort in in the last year. So I made a bit.ly bundle so that you can get some of the links that I've talked about. Loads in there. Would love it if you could share some of that. Because it's great to share. Talking about presentations. I've mentioned a load of books in them. I've gathered up a few for you of anyone wants to borrow one. Just bring it back next time so that we can share them around.
- .
- Smiley Face.
- So. Lets get stuck into the presentation
- if that’s okay with you lot? You can leave if you want.
- We have a bunch of different people here. In house, agency, self employed. We all do different jobs. We all have different hills to climb. But we face similar challenges. Whether we are developer, designer, seo, social media manager or any other digital marketing practitioner we all have someone we need to buy into our ideas. It's not necessarily the c suite all the time. The person could be above us in the chain. They could be our equal or we could be their boss. From here in we will call them
- the enemy. Most of the time they are the client or the boss. But for now...the enemy.
- Feature creep. Late launches. Unhappy clients.
- If we don't get shit done, if stuff doesn't get actioned then we cant win the Internet. We might do alright but we could do better.
- The questionnaire isnt filled in. The designer chases. The brand guidelines are not sent over. The designer chases. Deadline arrives. A logo is delivered. The enemy points out that brand guidelines have not been adhered to. And now they have an opinion that could have been avoided if the filled the questionnaire in.
- If we don't get shit done, if stuff doesn't get actioned then we cant win the Internet. We might do alright but we could do better.
- They don’t get back to us. They don’t check the content. They forget about it. It doesn't end up on the site.
- If we don't get shit done, if stuff doesn't get actioned then we cant win the Internet. We might do alright but we could do better.
- Lets digress briefly. I envy the plumber.
- We don't question them. We have a leak. The leak needs fixing. We let them fix it. We pay them.
- In digital marketing we are paid to be leaders but we aint really in charge. We dont get the clean run that the plumber does. .
- In digital marketing we are paid to be leaders but we aint really in charge. We dont get the clean run that the plumber does. .
- The enemy - the stakeholder, the client, the boss. The aim of the game is to take away anything that stops you from getitng stuff actioned.
- Audits. SEO Audits, Content Audits, Web Audits. They are long - 100's of pages and millions of excel sheets and tabs. We make em. We deliver em. The client looks happy. They thank you. And then.
- Nothing happens There is too much there. Analysis paralysis sets in. The task is unsurmountable.
- Break it down. We do this with technical audits via trello. We may deliver some written work but the majority of the action happens in trello. Tasks are small you can work through them one by one. You can add the right people to the right tasks. Its satisfying when one job is finished and you can work on the next. Technical SEO audits through the power of marginal gains and breaking the massive down into the manageable.
- We all know what clarity is yet when discussing our work we talk in jargon or use high level concepts. It doesn't matter if you deliver on page SEO or email marketing or web development . The enemy the client, the stakeholder, the boos - they dont care about machine learning, domain authority, doctypes, graceful degradation or the logotypes high density letter spacing. They want more traffic and more money (even when they dont know that they do).
- Meetings – egos, jostling for position, wanting to be heard. Its tough to get yes’s in meetings.
- Use examples of what you have done before. Want to build hub content around a certain part of site? Show the growth - tell them what percentage of revenue growth they say. Know your numbers be prepared.
- No matter who your enemy, stakeholder or boss is they are chasing the same things as us. Their goals are the same. Their path may not be. In digital marketing, in marketing in general we are paid to take calculated risks. We are paid to be on the cutting edge. Its why we are hired. Even Google doesn't know how Google works. Our stakeholders on the other hand have to achieve the same goals without taking too many risks. Its why they are in charge.
- These can help you build better websites, build more links, land more sales. But when you think about them you can see how they can be applied at a client, stakeholder or boos level to help you get your yes.
- Humans - by and large like to give back. This is nothing new. There are those that are takers but there are more that will want to pay back. Social obligation is a big thing.
- Humans - by and large like to give back. This is nothing new. There are those that are takers but there are more that will want to pay back. Social obligation is a big thing. Weve all been given a mint at a restaurant. We're not daft - we know what it is for. There was a study done. In the study, giving diners a single mint at the end of their meal, typically increased tips by around 3%. Interestingly if the gift is doubled and two mints are provided, tips don’t double. They quadruple, a 14% increase in tips. But perhaps most interestingly of all, is the fact that if the waiter provides one mint, starts to walk away from the table, but pauses, turns back and says, “For you nice people, here’s an extra mint,” tips go through the roof. A 23% increase influenced not by what was given, but how it was given This can be used in link building "I added you here", "I shared your post on social media", "I mentioned you here".
- You cant have it - you want it.
- Dave Trott tells a story in his book of a company called Predatory thinking. There was a guy who sold margarine in Belgium who had an epiphany whilst eating chocolate that he was in the wrong game. He quit his job and made the perfect chocolate pudding. It then needed marketing, so he approached big fish. They took on the job and these guy waited weeks before he phone to see what was happening. "Er, you'd better come in - we have something to show you". He went to see them and they presented him with the bad news. "We have some bad news it looks like someone has beaten you to it. Same product, same positioning, gooey but premium. They've called it gu - with two little umlauts. Classy but fun - just like you wanted it". He was flabbergasted "Its brilliant". They went on "Look a product and the packaging - everything you wanted - we think they are ready and going to be successful . "Of course they'll be successful its brilliant the man said. He sat back dejected before the guys from bigfish said "Good. Cos its your, the design, the packaging, the name, all yours. We made the story up" They presented it in a way that he couldnt/wouldnt ask for changes. He knew it was what he wanted and now his ego couldnt block it. Should you do this? Well. Thats a bit dangerous. I accept no responsibility. James Averick sold gu for £35 million 7 years ago.
- People follow and listen to knowledgeable people.
- People follow and listen to knowledgeable people. Why do doctors have their credentials on their wall? Do you invite people to your office for deal closing meetings and just happen to do it on the room that has all your digital marketing accreditations? In Cialdinins book he talks about real estate agents who changed how they answered the phone. Instead of saying I'll put you through to Peter they said "I'll put you through to Peter who has 20 years of experience" Result? 15% rise in signed contracts. Dont assume that people will know you from what you have done or from what you say on website. Get other people to tell em ;) Using this principle in web design is common.
- Humans dont like to break their own consistency.
- Humans don’t like to break their own consistency. In a set of studies for a Drive Safely campaign in America researchers found that people really didnt want to put up a massive sign in their garden. A few streets down four times as many people did put up the massive signs. The only difference was that ten days earlier those residents had been asked to place a small card in their window. They were now invested and accepted the bigger request. You can see how this could be applied fairly easily to SEO requests. Ask for smaller things before you jump in with bigger. This works the other way round if you want to get the ball rolling on some tasks. Ask for the big and then smaller after.
- People say yes to people that they like.
- People think they think for themselves but they dont. They follow the groups consensus.
- People think they think for themselves but they dont. They follow the groups consensus. Its why testimonials and case studies should be easy to see on your site. Its why we have our big client featured on the home page - look we work with people you have heard of. Its why we add the sites we have been quoted on - its why we add the sites that have gotten links on. Its why we run a survey of our customers and shout about how 98% of our customers would recommends us to others.
- Did you notice I told you how nice you all looked?
- John from Thorntons brought you chocolates last time. Did you enjoy them. Follwing the laws of reciprocity he should probably have given them out at the start of the presentation to get your buy in a litlte more. How were your lollipops by the way? Dont forget to borrow a book.
- Did you notice I asked for social shares because its nice?
- Smiley Face.
- People are more receptive if they think they have the power to choose. They don’t always – remember social obligation?
- I did ask you at the start if it was okay to do this and you could leave if you wanted. Not that you would - this is more about how these things can go by unnoticed.
- When we break it down getting people to say yes is at the core of our success.
- Action = Success If your recommendations are good by the way! There is an unwritten rule that we are giving good advice!!