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@aaronfriedman
Multi-Channel Coordination
Within Inbound Marketing
By: Aaron Friedman
Director of SEO at Kahena Digital Ma...
@aaronfriedman
I Am Aaron Friedman
Who Am I?
Director of SEO at Kahena Digital Marketing
Connect @aaronfriedman
Blog: http...
@aaronfriedman
Traveled The Furthest To Get Here
@aaronfriedman
SRSLY was
Insane-o
@aaronfriedman
@aaronfriedman
But Here We Are
@aaronfriedman
I have Done SEO For Some Big Companies
@aaronfriedman
You came today because,
You Have a Website…
@aaronfriedman
AND YOU
WANT SEO
@aaronfriedman
AND YOU
WANT FACBOOK
@aaronfriedman
AND YOU
WANT TWITTER
@aaronfriedman
AND YOU
WANT ALL THE THINGS
@aaronfriedman
WHY?
Really… I have no idea what is
happening here??
@aaronfriedman
Bing On Google????
Is it to show
up higher
than the
competition?
@aaronfriedman
To “Increase Followers” or “Engage in Conversations” with Customers?
@aaronfriedmanThese are NOT Good Reasons
@aaronfriedman
Are You Prepared For This?
@aaronfriedman
How About All This?
@aaronfriedman
This is you
This is Google
@aaronfriedman
What About The
Team???
Lets have a look at them…
@aaronfriedmanImage Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg
@aaronfriedman
This Is The Company Org Chart
And You Think You Are In Charge
@aaronfriedman
They Ignore EVERYTHING … It Totally Sucks!
NOBODY LISTENS!
@aaronfriedman
• “Our queue is 3 months long”
• “We have no bandwidth”
• “We are already doing SEO”
• “Sure thing” (blatan...
@aaronfriedman
• “We need legal review”
(2 months later)
• “We can’t say that”
• “We can say that, except
change all the w...
@aaronfriedman
• “We make bicycle
stabilization and traction
surfaces, not tires”.
• “Sorry, that keyword
doesn’t work wit...
@aaronfriedman
• “Too much content to
keep track of”
• “Content is useless”
• “Not enough content
being generated”
General...
@aaronfriedman
SEOs,
SOMETIMES…
VS.
• Improve Revenue
• Drive Relevant Traffic
• Own the Internet
Things are so messed up ...
@aaronfriedman
I GIVE UP!
@aaronfriedman
NOT SO FAST!
Business owners
need to realize that
this is not magic
Your Department Can’t Rule The Organiza...
@aaronfriedman
WHY DO YOU NEED SOCIAL?
WHY DO YOU NEED SEO?
@aaronfriedman
WHY DO YOU NEED SOCIAL?
YOU DON’T!
WHY DO YOU NEED SEO?
@aaronfriedman
WHAT
YOU
NEED
IS
To…
Build Another Lead Generation Channel
@aaronfriedman
Increase Brand Awareness & Reputation
WHAT
YOU
NEED
IS
To…
@aaronfriedman
Strengthen Specific Marketing Campaigns
WHAT
YOU
NEED
IS
To…
@aaronfriedman
YOU
ALSO
NEED
TO…
Shorten Your Sales Cycle
@aaronfriedman
Increase Overall Customer Satisfaction
YOU
ALSO
NEED
TO…
@aaronfriedman
Which CAN Be SEO & Social
@aaronfriedmanImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off
But SHOULD Also Be
SEOs Are Just
Po...
@aaronfriedman
The Same Stuff Doesn’t Work
Search Engines Have Evolved
@aaronfriedman
OLD SCHOOL
SEO
Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png
• Keywords
• Alt
Attributes
• H...
@aaronfriedman
WHAT
USER IS
LOOKING
FOR
WHAT
THE
PAGE
DELIVERS
This is
Where
YOU
WIN
This is Inbound
Idea Source: http://w...
@aaronfriedman
REMEMBER
OUR
FRIENDS IN
IT
LEGAL
BRANDING
and
CONTENT?
Image Source: http://www.lonniehuntermusic.com/wp-co...
@aaronfriedman
How Do You
Interface With
Them?
@aaronfriedman
@aaronfriedman
Think Collaboration
*this happened for
real about 2 days into
the job while I was still
learning Trello
@aaronfriedman
Google Docs / sheets
• Fast iterations
• Commenting system
• For everyone to see
Transparency at its finest!
@aaronfriedman
And About Transparency
• Flexibly - Rigid
• Agile to
impact Change
@aaronfriedman
Speaking of Agile
@aaronfriedman
Have You Ever Seen Anything
Implemented Without Your
Knowledge That Affected Your Work?
@aaronfriedman
Cross Organization Collaboration
@aaronfriedman
They Email
Now
@aaronfriedman
With One
Caveat
Make Sure You Are Playing On The Same Team
@aaronfriedman
Start To Win Them Over One By One
@aaronfriedman
How Do You Make People Love You?
@aaronfriedman
How About Coffee?
Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
@aaronfriedman
 Connect with them.
 Find Common Ground
 Geek About Their things…
 …Not just SEO
Image Source: http://s...
@aaronfriedman
What’s impending this from working?
@aaronfriedman
Build SEO Into Your
Content Strategy
Let Me HELP You
Image Source: http://family.go.com/images/cms/parentin...
@aaronfriedman
Ask Them...
• How Do You Use
The Web?
• What Keywords are
important to you?
• What Areas Do You
Need Help I...
@aaronfriedman
So you came today because,
You Have a Website…
@aaronfriedman
And,
You Want
All Those Things?
@aaronfriedman
You Want This???
Non Branded Search
Lift after months of
coordination after a
migration with IT,
Social, et...
@aaronfriedman
Lets Create an Integrated Marketing Strategy
Together
Marketing
Creative
Copywriters
Developers
PR & Media
...
@aaronfriedman
Because The Return
Is Well Worth It
@aaronfriedman
Aaron Friedman
Director of SEO at
www.digitalhighrise.com
aaron@kahenadigital.com
@aaronfriedman
+
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Multi channel coordination within inbound marketing - kahenacon 2013 - aaron friedman

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Multi channel coordination within inbound marketing - kahenacon 2013 - aaron friedman

  1. 1. @aaronfriedman Multi-Channel Coordination Within Inbound Marketing By: Aaron Friedman Director of SEO at Kahena Digital Marketing KahenaCon 2013 I AM IN ISRAEL……and talking about
  2. 2. @aaronfriedman I Am Aaron Friedman Who Am I? Director of SEO at Kahena Digital Marketing Connect @aaronfriedman Blog: http://digitalhighrise.com Made Aliyah: May 22 2013
  3. 3. @aaronfriedman Traveled The Furthest To Get Here
  4. 4. @aaronfriedman SRSLY was Insane-o
  5. 5. @aaronfriedman
  6. 6. @aaronfriedman But Here We Are
  7. 7. @aaronfriedman I have Done SEO For Some Big Companies
  8. 8. @aaronfriedman You came today because, You Have a Website…
  9. 9. @aaronfriedman AND YOU WANT SEO
  10. 10. @aaronfriedman AND YOU WANT FACBOOK
  11. 11. @aaronfriedman AND YOU WANT TWITTER
  12. 12. @aaronfriedman AND YOU WANT ALL THE THINGS
  13. 13. @aaronfriedman WHY? Really… I have no idea what is happening here??
  14. 14. @aaronfriedman Bing On Google???? Is it to show up higher than the competition?
  15. 15. @aaronfriedman To “Increase Followers” or “Engage in Conversations” with Customers?
  16. 16. @aaronfriedmanThese are NOT Good Reasons
  17. 17. @aaronfriedman Are You Prepared For This?
  18. 18. @aaronfriedman How About All This?
  19. 19. @aaronfriedman This is you This is Google
  20. 20. @aaronfriedman What About The Team??? Lets have a look at them…
  21. 21. @aaronfriedmanImage Source: http://www.fanlala.com/files/imagecache/photo/gallery/42263/team-jacob-vs-team-edward.jpg
  22. 22. @aaronfriedman This Is The Company Org Chart And You Think You Are In Charge
  23. 23. @aaronfriedman They Ignore EVERYTHING … It Totally Sucks! NOBODY LISTENS!
  24. 24. @aaronfriedman • “Our queue is 3 months long” • “We have no bandwidth” • “We are already doing SEO” • “Sure thing” (blatantly ignored) IT Pushback
  25. 25. @aaronfriedman • “We need legal review” (2 months later) • “We can’t say that” • “We can say that, except change all the words” Legal Pushback
  26. 26. @aaronfriedman • “We make bicycle stabilization and traction surfaces, not tires”. • “Sorry, that keyword doesn’t work with the messaging” Branding Teams Pushback http://stevesagjournal.com/wp-content/uploads/2011/02/brand_identity.jpg
  27. 27. @aaronfriedman • “Too much content to keep track of” • “Content is useless” • “Not enough content being generated” General Content Confusion http://im.myincredible.com/wp-content/uploads/2011/03/1-content-is-king.jpg
  28. 28. @aaronfriedman SEOs, SOMETIMES… VS. • Improve Revenue • Drive Relevant Traffic • Own the Internet Things are so messed up within your organization and people are so not aligned doing what they are supposed to be doing which is driving success and helping your organization grow and only looking out for themselves that they interfere with the bottom line and royally EFF things up </rant> Expectations vs. Reality
  29. 29. @aaronfriedman I GIVE UP!
  30. 30. @aaronfriedman NOT SO FAST! Business owners need to realize that this is not magic Your Department Can’t Rule The Organization Alone
  31. 31. @aaronfriedman WHY DO YOU NEED SOCIAL? WHY DO YOU NEED SEO?
  32. 32. @aaronfriedman WHY DO YOU NEED SOCIAL? YOU DON’T! WHY DO YOU NEED SEO?
  33. 33. @aaronfriedman WHAT YOU NEED IS To… Build Another Lead Generation Channel
  34. 34. @aaronfriedman Increase Brand Awareness & Reputation WHAT YOU NEED IS To…
  35. 35. @aaronfriedman Strengthen Specific Marketing Campaigns WHAT YOU NEED IS To…
  36. 36. @aaronfriedman YOU ALSO NEED TO… Shorten Your Sales Cycle
  37. 37. @aaronfriedman Increase Overall Customer Satisfaction YOU ALSO NEED TO…
  38. 38. @aaronfriedman Which CAN Be SEO & Social
  39. 39. @aaronfriedmanImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off But SHOULD Also Be SEOs Are Just Positioned Well For This
  40. 40. @aaronfriedman The Same Stuff Doesn’t Work Search Engines Have Evolved
  41. 41. @aaronfriedman OLD SCHOOL SEO Image Source: http://cdn.seomoz.org/img/upload/mockup(2).png • Keywords • Alt Attributes • H tags • More Keywords • Links
  42. 42. @aaronfriedman WHAT USER IS LOOKING FOR WHAT THE PAGE DELIVERS This is Where YOU WIN This is Inbound Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday
  43. 43. @aaronfriedman REMEMBER OUR FRIENDS IN IT LEGAL BRANDING and CONTENT? Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg How Do We Get There?
  44. 44. @aaronfriedman How Do You Interface With Them?
  45. 45. @aaronfriedman
  46. 46. @aaronfriedman Think Collaboration *this happened for real about 2 days into the job while I was still learning Trello
  47. 47. @aaronfriedman Google Docs / sheets • Fast iterations • Commenting system • For everyone to see Transparency at its finest!
  48. 48. @aaronfriedman And About Transparency • Flexibly - Rigid • Agile to impact Change
  49. 49. @aaronfriedman Speaking of Agile
  50. 50. @aaronfriedman Have You Ever Seen Anything Implemented Without Your Knowledge That Affected Your Work?
  51. 51. @aaronfriedman Cross Organization Collaboration
  52. 52. @aaronfriedman They Email Now
  53. 53. @aaronfriedman With One Caveat Make Sure You Are Playing On The Same Team
  54. 54. @aaronfriedman Start To Win Them Over One By One
  55. 55. @aaronfriedman How Do You Make People Love You?
  56. 56. @aaronfriedman How About Coffee? Image Source: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
  57. 57. @aaronfriedman  Connect with them.  Find Common Ground  Geek About Their things…  …Not just SEO Image Source: http://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg
  58. 58. @aaronfriedman What’s impending this from working?
  59. 59. @aaronfriedman Build SEO Into Your Content Strategy Let Me HELP You Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-photo-240x240-j-5295467.jpg
  60. 60. @aaronfriedman Ask Them... • How Do You Use The Web? • What Keywords are important to you? • What Areas Do You Need Help In? • Where Do You See Competitors Beating You? Image Source: http://loyolagreyhound.com/polopoly_fs/1.1771286.1289490016!/image/ 1708218709.jpg
  61. 61. @aaronfriedman So you came today because, You Have a Website…
  62. 62. @aaronfriedman And, You Want All Those Things?
  63. 63. @aaronfriedman You Want This??? Non Branded Search Lift after months of coordination after a migration with IT, Social, etc.
  64. 64. @aaronfriedman Lets Create an Integrated Marketing Strategy Together Marketing Creative Copywriters Developers PR & Media Partnerships Marketing Strategy • Designers: Ensure that creative and usability are inline with user queries. • Copywriters: Optimize content and recommend new, trending opportunities • Developers: Optimize code. Inform Meta Data. • PR and Media: SEO friendly press releases, social media, and other forms of outreach • Marketing Strategy: Support messaging, especially in digital space SEO SEO SEO SEO
  65. 65. @aaronfriedman Because The Return Is Well Worth It
  66. 66. @aaronfriedman Aaron Friedman Director of SEO at www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman +

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