“But it will increase business! — NO!”, “But traffic to the website will go up! — NO!”, our competition is doing it! — NO!”, does this sound familiar? Selling SEO or SEM activities to your higher ups can be a challenge. There are many business decision makers sitting behind desks all across the globe that spent a better part of their lifetime growing businesses without the internet leaving them skeptical. Some have not come to grips yet that it is an extremely important area to be primarily due to not understanding it 100%.
Here are some ways to convince your boss the company needs to invest in SEO now:
Typically individuals that do not see the value in search engine optimization need to be sold showing concrete numbers. Statistics of competitor usage, industry case studies and any industry graphs that can show someone just how powerful search marketing can really be is crucial. Like they say, the proof is in the pudding.
If you already have in your possession thousands of customer emails in a database that have never been contacted on behalf of the company, show your boss how powerful that can be. Identifying windows of opportunity are part of selling the process to an SEO non-believer. Simply saying that “we need it” might not be enough. Using resources that already exist internally will be important to get things rolling.
Now I know what you are thinking, “what does email have to do with SEO?” Actually, a lot. If you have an SEO mindset that comes down to the process of being efficient email marketing falls into that category. Depending on which technology you use for email distribution some archive all your emails which ends up in company branded search results. Nice huh??
Some bosses just need to be chiseled down piece by piece overtime until they don’t want to hear you anymore and are forced to sit down with you and see the details. Sure this might not be 100% effective but every boss has their own style.
Catalog how your competition is using the web to leverage their company. If there is one thing bosses hate it is when their competition is doing something they are not and succeeding. If you show them how they are receiving traffic to their website, show any online press they are generating leading directly to online growth it will perk the eyebrow.
Like I said, if your boss grew the business for years without any technology it might take some time to show them the raw power of the web. Keep at it and eventually they might cave and take a second look at that company website.