There are many businesses around that do not have an online presence. Yes, they are still lurking around in some dark corners here and there! These brands need to be convinced about embracing the new trends of marketing and brand promotion. In order to make them realize the importance of SEO and why they should invest in it, you need to convince the CMO or the Chief Marketing Officer. Since a CMO is more concerned with hardcore numbers and statistics, here are some pointers that you can follow to present your case better.
Step 1: Jot down the possible online channels that you will use in your SEO efforts. There are multiple channels online that SEO professionals can make use of. You can use social media networks, pay per click (PPC) campaigns, video SEO and various other means to inject content into search engine streams. All of these individual channels have their own returns on investment. Chart out a plan on how much ROI your choices of channels will generate, including manpower required to get the job done.
Step 2: Pen down the keywords you think are appropriate for your SEO drive. Conduct your own research on those keywords using Google’s keyword tools (Now in adwords keyword planner). You will be able to collect data on the historical performance of each keyword and how they impact each other. You can study the competition around you and how they are making use of the keywords in their own businesses. This kind of data, the monthly searches on each keyword and how you intend to use them will give a punch of solidity to your SEO pitch to the CMO.
Step 3: Study the best practices that are laid down by search engine giant Google and their impact on websites. Clearly mention how websites can be penalized if best practices are not followed. You can also draw up figures on losses to be incurred by measuring the potential business an SEO effort can generate for the website. Talk about the consequence of not having an SEO plan to promote your website or a content strategy to hook online users. Pull research data from sources like comScore, Forrester and Nielsen, to make your point.