What advice do you have when working with a Marketing Director (55+ y/o) who doesn't understand concepts of SEO and distrusts "big tech"?

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Lol! Please tell us more.

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@OP I wasn’t being sarcastic. I was just imagining the challenge of dealing with someone who distrusts big tech and want to know about what barriers that brings in your role.

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These moments I want to bang my head on the wall or have a 🥃.

But not doing SEO is flying blind these days. It's a key part of your research process. You might want to show this director case studies and introduce new SEO projects in baby steps that can make the largest impacts in the least amount of time. If they see the value it can have for the company and clients, they might warm up to it more? Hope this helps.

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Evolve or get lost in the shuffle

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My VP doesn't quite understand marketing automation, so I feel a similar pain.

VPs and directors spend their time in meetings, results, and budgets. They don't really have time to be experts like the people they hire.

Break it down in his or her language and use real life case examples to convey the benefits. For example, I wrote a blog post, then a few months later, I showed my boss the post on the first page of google search results. That made it very easy for him to understand.

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I think the hard thing in this industry, as folks get older, is whether the older folks can you trust but verify experts in a particular space? Are you open to new concepts from reputable trustworthy people? If not, maybe it is time for you to retire.

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Approach this situation like you would a marketing campaign.

If the Mktg Dir is your target persona -- then what are their pain points and behaviors when learning new concepts or developing new skills.

Ask the MD about a time when they learned a new skill...HOW did they learn it - through which vehicles/devices?

Don't assume 55+ = needs to be on paper.

Don't assume 'doesn't get seo' = doesn't understand the value of long term investements.

It may be a simple as connecting him with another 55+ mktg dir or VP and having them hold an AMA session with your MD.

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I find in cases like this that you need to look for "teachable" moments. Take opportunities to help them understand how organic search is changing. How it relates to paid search, think integrated search strategy. How, as marketers, we need to think through the entire journey. Stats are good to have. Talk to them in laymen's terms. Don't use technical jargon as SEO has so much of it, so many acronyms that you can lose anyone's attention no matter their age. And as someone who is over 55, be careful about assumptions and ageism prejudice. It does not serve you well in this industry and comes across in disrespectful behavior. Be the better person here and help this person because you too will be 55 one day. Most people don't stop learning and growing as they get older. They just have different responsibilities. They hired you, and are relying on you fir your expertise. If you can't "sell" your ideas to that person, it could be difficult to "sell" to a client. So communicate and figure it out collaboratively.

Maybe a simple one. He understands business. Digital is just one more board he will be okaying to buying. Explain it like you do to a 6-10 yo. Why x needs to be spent: branding, acquisition, retention, whatever’s the aim.

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