Stakeholders Management

STAKEHOLDER MANAGEMENT THAT EARNS TRUST

Project managers of digital marketing campaigns can have a difficult time explaining the nuances of search engine optimisation (SEO) to various stakeholders, both internally and externally.

Stakeholder management involves communicating with interested parties at all levels including C-level executives, shareholders and customers. High-level parties are interested in facts and figures rather than technicalities – but everyone wants to know “what are the benefits.”

Successfully advocating SEO to stakeholders at all levels not only requires a rundown of the benefits but detailed reports of monthly projections, KPIs, tracking, actionable strategies and concise communication they can understand.

To help with stakeholder management, I produce in-depth reports and precise strategies that explains the finer details. Using data analytics, I can identify existing problems that create a barrier. I then use my extensive knowledge and experience of SEO to describe the solution clearly.

I understand that SEO professionals not only need to convince C-suite executive to invest in SEO but also translate analytical data into actionable strategies to your marketing team.

It is important to demonstrate how SEO impacts each stage of the customer journey. Data analysis can be read like a foreign language but knowing how to translate data into effective marketing strategies gives your team a clear understand of what to do and why.

Using data-driven analysis, I can help you develop strategic sales funnels that steer customers in the right direction at the right time. I show you how to increase search visibility with a content strategy and attract organic traffic that translates into high-value leads.

Having performed revenue-driven SEO for B2B, B2C and eCommerce enterprises since 2006, I have a wealth of experience of managing the expectations of high-level shareholders and implementing SEO strategies that present a clear vision to first-line employees.

In my experience, stakeholder management is only successful when you are able to communicate data analytics in a clear and precise manner. With a clear vision, they are ready to buy into your project – and where necessary provide the budget to help you achieve your goals.

TECHNICAL AUDIT

In-depth data analysis highlights problem areas that enable you to implement effective solutions. Using advanced analytics tools and years of experience, I provide you with a precise problem-solution roadmap.

SEO STRATEGY

A clear and concise SEO strategy lists recommendations, KPIs, targets projected results and actionable solutions. When stakeholders can see the bigger picture they are more prepared to offer support.

EXPAND ONLINE VISIBILITY

It is important that stakeholders understand the power and potential of search engines. Data-driven analytics reveal how improving your online visibility can help grow your business.

RAISE BRAND AWARENESS

Stakeholders want to know how SEO campaigns will expand the company’s online presence. By explaining the digital landscape backed-up by data it is clear to see profitable opportunities.

GAIN COMPETITIVE EDGE

In-depth competitor analysis brings to light how your brand compares to your competitors. I leverage this data so stakeholders can see the broader challenge and make informed decisions.

GROW SALES REVENUES

The ultimate goal of stakeholder management is to illustrate the potential for profit. From the outset I produce a report that outlines a solution and reveals how SEO can increase profits.

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DECODING SEO FOR YOUR CEO

Most C-suite executives recognise digital marketing is the future of your company. However, very few understand the technicalities of SEO and unless you explain the potential in a way they understand, it could affect their decision making and pile pressure on SEO project managers.

To manage expectations of stakeholders, leave technical details of how search engines work to a minimum. What CEO’s want to know is why SEO works and how you will use your expertise to ensure a return on investment.

SEO can be a hard sell if your CEO demands a page #1 rank on Google in two months. To overcome potential friction, I create a report that demonstrates KPI and projected rates of return each month.

Detailed reports paint a clear picture. This gives stakeholders a clear framework which enables them to allocate a proportionate monthly spend together with appropriate resources without over-stretching the company budget or the workforce.

The reports I produce outline the potential of investing in SEO and demonstrates a realistic picture of what they can expect from bottom-line returns. With in-depth analysis, I can chart a trajectory for your SEO efforts and project a potential ROI.

WHAT TO EXPECT FROM STAKEHOLDER MANAGEMENT

MANAGE EXPECTATIONS EARLY

It is important that stakeholders have a clear vision of what to expect before embarking on an SEO campaign. With my knowledge and experience of the SEO landscape, I understand how to earn the trust of stakeholders at all levels.

PLAN AHEAD FOR UPDATES

Google tweaks its algorithm regularly and every so often rolls out a major update. With years of experience in the SEO industry, I have a solid understanding of search engine business models which enables me to anticipate potential changes in algorithm updates.

NAVIGATE PROBLEMS

Issues with your SEO campaign can appear without warning. SEO managers should make stakeholders aware of potential problems from the outset and outline a contingency plan for each foreseeable issue in order to mitigate anxiety should something go wrong.

REGULAR FEEDBACK

To ensure stakeholders are kept up-to-date with the progress of your SEO campaign, I deliver a report at the end of each month. Moreover, it is important to acknowledge any downturns when they happen so that decision-makers can take appropriate action.

WHY WORK WITH FRANCO LUCCHETTI?

Today’s digital landscape raises unique challenges that can only be resolved with a custom-designed solution. Stakeholders want assurances that an air-tight SEO strategy will enable them to reach their business goals.

Having worked in the SEO industry since 2006, I have not only seen the evolution of search engines, but also the adaptation and transition of numerous business models.

During that time I have worked for several high-profile corporations in B2B, B2C and eCommerce sectors. The industries I have worked in include logistics, eCommerce, aeronautics, insurance, energy, and pharmaceutical to name a few.

After managing international SEO campaigns, I have developed a revenue-focused growth strategy designed to help businesses increase online visibility, raise brand awareness, drive leads and deliver a return on investment.

My diligence and dedication to perform in-depth research together with my specialist knowledge of the digital landscape mean I deliver goal-focused insights designed to provide clarity to stakeholders from the boardroom to the front line.

Not only that, but I have specialist tools, systems and processes that enable me to compose bespoke SEO strategies that resolve unique problems. I do not believe in a one-size-fits-all solution and always compose a creative data-driven strategy that will leverage your overall digital performance.

In addition, I provide a personalised service which gives you a higher quality of customer care large SEO agencies cannot match. Due to my flexibility, experience and availability, it makes sense to give me the reins to stakeholder management.

Sometimes it’s the relationship you build with your SEO project manager that can make all the difference. My friendly and approachable nature makes it easy for me to connect with people and I am confident I will be able to work frictionlessly with your marketing team.

Not only that, but I understand how to convince high-level decision-makers with data-driven reports and can attend your business premises to provide SEO training workshops to your marketing team.

STAKEHOLDER MANAGEMENT SERVICES

SENIOR LEADERSHIP

Experienced SEO analyst with stakeholder management experience. I have worked with high-end clients including Fincantieri while working with past agencies, Priority Pass, Columbus Direct, Higeco Energy and can communicate with people at all levels.

PERSONALISED APPROACH

I deliver bespoke SEO solution that responds to your business needs. Dedicated and professional, I make myself available and conscientiously ensure problems are remedied.

ROBUST EXPERIENCE

Having worked for numerous top-tier enterprises since the early days of SEO, I have a deep knowledge of digital strategies and am confident of resolving complex challenges without over-stretching your budget.

CREATIVE SOLUTIONS

With data-driven SEO solutions, I can help your team overcome challenges and provide the inspiration to craft creative marketing strategies and focused campaigns that reaches your target audience.

TRANSPARENCY

Each month I produce detailed progress reports that show growth trajectories. With this information, stakeholders have valid information to measure their investment and make informed decisions with confidence.

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I always assess the best solutions and the most efficient strategies to reach the objectives agreed with the client

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Project Stories

I had the pleasure to work with Franco for over 2 years. He has a very deep knowledge of SEO and all the areas of digital marketing. Being responsible for numerous brands he was extremely adept at managing multiple projects simultaneously and consistently exceeding KPIs. He is brilliant at communicating his technical knowledge to stakeholders at all levels. Franco is high meticulous. I enjoyed working with him.

Aidan Murray - Head Of Digital Marketing at Foreign Currency Direct and Infinity International

“I’ve worked with Franco on a couple of SEO projects now and always found him great to work with, knowledgeable and someone who is very easy to work with. He knows his stuff and also understands the longer term, strategic direction of SEO and what good SEO looks like.”

Paddy Moogan - Co founder at Aira Digital, Author of The Link Building Book and SEO pioneer

I collaborated with Franco on a project and I have found him extremely professional and hard working. He has an incredible knowledge of SEO and Search Marketing Intelligence to provide insights and create a strategy for a ROI. He is easy to work with and a good strategist. He is also very good at training and engaging team with very valuable workshops.

Monica Taglioni - Director at BPM Bank, Milan, Italy

I collaborated with Franco on a project to create urgent new content for a well-established travel services company, during a complex technology transformation. He was invaluable in implementing a targeted SEO strategy to get our new pages visible across different markets and languages, thereby helping to generate new leads and better ratings for the business at a critical time.

Louise Sheffield - Content Consultant, UK

Franco is a very results orientated SEO specialist who has an amazing knowledge. He successfully used his skills to help us achieve our challenging business growth targets. He is not only exceptionally good at what he does – he comes up with new ideas and always delivers over and above the brief. He builds great relationships with team members, managers and stakeholders.

Alison Wild - Head of Marketing at Towergate Insurance

Over the past years I have had the opportunity to collaborate with Franco and appreciate his great professionalism and the wide experience of SEO. His deep technical competence, the brilliant financial acumen and the strong customer oriented approach make him an excellent partner to support the business growth.

Giancarlo Scuccimarra - South EU/Middle East & Africa Make Sub-Region Facility Director at Johnson & Johnson

I worked with Franco to improve the SEO strategy for my company’s website. Franco did excellent work throughout the whole process, first analyzing the market and the other competitors, then tailoring a strategy through the interpolation of different scenarios. I highly recommend his consultancy to improve your company’s market strategy performances.

Lorenzo Grifantini - Founder at Dos Architects, London

I have worked with Franco for a couple of years and he is more than capable of managing big SEO projects with the ability to communicate technical knowledge as well as the successful strategies to the stakeholders at all levels. He also built great relationships with the members of the teams, managers and the client. He is also more than capable of managing workshops to explain what a successful SEO strategy is about.

Mehmet Korukmez - Managing Director at Semicolon Digital

“Franco and I worked together on a large scale project for two years: his biggest strength is the ability to deal with conflicting priorities in high-pressure situations while achieving KPI targets. Franco is a great communicator as he really understands how to get the best out of people being capable to communicate effectively at all business levels. I highly recommend Franco if you need to get the job done!.”

Mariangela Marchetti - Director at Comply Links, UK

Franco Lucchetti has a very deep knowledge of Digital Marketing and how to improve the visibility in organic search for increasing the B2C revenue, as well as improving the brand reputation online.

Attilio Iaboni - CEO at Momento Moda Est. 1989 London

Franco is more than capable of working with stakeholders at all levels of a business and has a fantastic ability to communicate the correct level of depth and technical knowledge depending on the audience. He is knowledgeable in both on-site and off-site SEO best practice and demonstrates an in-depth knowledge of Google’s ranking algorithms and consistently exceeds his KPI’s.

Pete Bunn - Head of Performance at Barkyn

Franco has a very deep knowledge of SEO and how Search Engines work. I rarely came across anyone in Digital Marketing with his level of expertise. He has also great communication skills to manage successfully the stakeholders expectations at all levels. He is business growth oriented and commercially focused with a remarkable ability to reach KPIs.

Tony Pirozzi - Business and Marketing Director, Columbus Travel Insurance

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Some Case Studies

In more than 15 years of experience managing the SEO projects for internationals companies and big brands, I have reached incredible achievements, improving their online presences and brand awareness in organic search in some of the most competitive niches. Here you can see some of the biggest project I have had the responsibility to manage along my career, working as a consultant or for the biggest agencies in the world