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The Technical Marketer Toolbox in 2015 at #BrightonSEO

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How to create a cost effective technical marketing toolbox? Here's a process, criteria and tips to follow, along examples!

Published in: Marketing

The Technical Marketer Toolbox in 2015 at #BrightonSEO

  1. 1. #marketertoolbox for #brightonseo by @aleyda from @orainti The 2015 Technical Marketer Toolbox
  2. 2. #marketertoolbox for #brightonseo by @aleyda from @orainti Helloooooo #BrightonSEO One of my favorite conferences ever! #marketertoolbox for #brightonseo by @aleyda from @orainti
  3. 3. #marketertoolbox for #brightonseo by @aleyda from @orainti I’m Aleyda Solis #marketertoolbox for #brightonseo by @aleyda from @orainti SPEAKER BLOGGER SHARER @aleyda +aleydasolis SEO
  4. 4. #marketertoolbox for #brightonseo by @aleyda from @orainti Let’s talk about online marketing tools nowadays #marketertoolbox for #brightonseo by @aleyda from @orainti
  5. 5. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti THEY’RE SUPPOSED TO EMPOWER YOU … TO BECOME LIKE HIM
  6. 6. #marketertoolbox for #brightonseo by @aleyda from @orainti But there are sooooo many of them…
  7. 7. #marketertoolbox for #brightonseo by @aleyda from @orainti each are mostly focused on specific areas and functionalities at a time & it’s painful to integrate their data
  8. 8. #marketertoolbox for #brightonseo by @aleyda from @orainti you can’t use all the them… they’re not cheap either
  9. 9. #marketertoolbox for #brightonseo by @aleyda from @orainti You end-up spending crazy amount of time putting together their data manually
  10. 10. #marketertoolbox for #brightonseo by @aleyda from @orainti Which makes you also more vulnerable to errors “WE WERE ACTUALLY EXPECTING AN IMPROVEMENT HERE ”
  11. 11. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti THIS IS WHAT YOU BECOME … INSTEAD OF MACGYVER
  12. 12. #marketertoolbox for #brightonseo by @aleyda from @orainti Non- scalability Complex & Time consuming data Integration Expensive prices Need of non- available technical support for customization Your marketer toolbox is broken
  13. 13. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti IT’S TIME TO FORGET ABOUT TOOLS
 & THINK ABOUT SOLUTIONS
  14. 14. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti STOP MAKING YOUR ACTIVITIES TOOLS CENTRIC. MAKE YOUR TOOLS SOLUTION FOCUSED.
  15. 15. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti START BY DEFINING 
 YOUR PROBLEMS
  16. 16. #marketertoolbox for #brightonseo by @aleyda from @orainti SPECIFY THE QUESTIONS THAT WILL ALLOW 
 YOU TO GIVE AN ANSWER TO YOUR PROBLEMS #marketertoolbox for #brightonseo by @aleyda from @orainti Which questions will help you find the answers to your problems?
  17. 17. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti Which questions will help you find the answers to your problems? HOW MUCH ORGANIC SEARCH TRAFFIC, CONVERSIONS & ROI CAN I EXPECT FROM THE US? I NEED TO IDENTIFY THE EXPECTED SEO PROFITABILITY OF A NEW US WEBVERSION
  18. 18. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti Which questions will help you find the answers to your problems? HOW AREYOU PERFORMING IN SOCIAL CHANNELS VS.YOUR COMPETITORS? I NEED TO IDENTIFY IF WE’RE LOSING OPPORTUNITIES IN SOCIALVS. OUR COMPETITORS
  19. 19. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti Which questions will help you find the answers to your problems? WHICH AREAS OF THE SITE WITH HIGH SEARCH POTENTIAL ARE NOT WELL OPTIMIZED? I NEED TO KNOW WHICH AREAS OF THE SITE SHOULD BE OPTIMIZED NEXT
  20. 20. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti NOW SPECIFY THE DATA YOU’LL NEED 
 TO ANSWER THESE QUESTIONS Which data that will allow you to give an accurate answer?
  21. 21. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti HOW MUCH ORGANIC SEARCH TRAFFIC & CONVERSIONS CAN I EXPECT FROM A US WEBVERSION? I NEED TO IDENTIFY THE EXPECTED SEO PROFITABILITY OF A NEW US WEBVERSION CONVERSIONS ROI ORGANIC SEARCH TRAFFIC
  22. 22. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti RESEARCH ANALYSIS IMPLEMENTATON MONITORING STRATEGY MAP THE QUESTIONS ACROSS YOUR MARKETING PROCESS
  23. 23. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti RESEARCH HOW MUCH ORGANIC SEARCH TRAFFIC & CONVERSIONS CAN I EXPECT FROM A US WEBVERSION? CONVERSIONS ROI ORGANIC SEARCH TRAFFIC
  24. 24. #marketertoolbox for #brightonseo by @aleyda from @orainti MAP THEM ACROSS YOUR DIFFERENT MARKETING CHANNELS TOO #marketertoolbox for #brightonseo by @aleyda from @orainti Organic Search Paid Search Content Marketing Email Marketing Social Display Ads
  25. 25. #marketertoolbox for #brightonseo by @aleyda from @orainti NOW YOU KNOW… #marketertoolbox for #brightonseo by @aleyda from @orainti WHEREWHY WHENWHATTHE DATA MARKETING PROCESS STAGE QUESTIONS TO ANSWER THE MARKETING CHANNEL
  26. 26. #marketertoolbox for #brightonseo by @aleyda from @orainti LET’S GO FOR THE HOW #marketertoolbox for #brightonseo by @aleyda from @orainti WHEREWHY WHENWHATTHE DATA MARKETING PROCESS STAGE QUESTIONS TO ANSWER THE MARKETING CHANNEL THE TOOLS TO SUPPORT OR AUTOMATE IT
  27. 27. #marketertoolbox for #brightonseo by @aleyda from @orainti SPECIFY YOUR FUNCTIONAL REQUIREMENTS BASED ON THE PREVIOUS FINDINGS #marketertoolbox for #brightonseo by @aleyda from @orainti THE SYSTEM MUST 
 GET <WHAT> AT <WHEN> & <WHERE> TO <WHY> This is what your tools will need to comply, and the main criteria to choose them
  28. 28. #marketertoolbox for #brightonseo by @aleyda from @orainti SPECIFY YOUR FUNCTIONAL REQUIREMENTS BASED ON THE PREVIOUS FINDINGS #marketertoolbox for #brightonseo by @aleyda from @orainti The system must help obtain the expected organic search traffic, conversions & ROI of a country during the SEO research process to identify the expected SEO profitability of a given country version. This is what your tools will need to comply, and the main criteria to choose them
  29. 29. #marketertoolbox for #brightonseo by @aleyda from @orainti … AS WELL AS NON-FUNCTIONAL REQUIREMENTS OR DESIRED QUALITIES #marketertoolbox for #brightonseo by @aleyda from @orainti ACCESSIBILITY AVAILABILITY BACKUP INTEROPERABILITY PORTABILITY SECURITY USABILITY MANTAINABILITY EXTENSIBILITYPRICE
  30. 30. #marketertoolbox for #brightonseo by @aleyda from @orainti … AS WELL AS NON-FUNCTIONAL REQUIREMENTS OR DESIRED QUALITIES #marketertoolbox for #brightonseo by @aleyda from @orainti ACCESSIBILITY AVAILABILITY BACKUP INTEROPERABILITY PORTABILITY SECURITY USABILITY MANTAINABILITY EXTENSIBILITYPRICE To make sure the tools won’t only do their jobs but will also be a good fit within your business
  31. 31. #marketertoolbox for #brightonseo by @aleyda from @orainti NOW CREATE A REQUIREMENTS MATRIX TO ASSESS TOOLS FOCUSING ON THE SOLUTIONS #marketertoolbox for #brightonseo by @aleyda from @orainti
  32. 32. #marketertoolbox for #brightonseo by @aleyda from @orainti NOW CREATE A REQUIREMENTS MATRIX TO ASSESS TOOLS FOCUSING ON THE SOLUTIONS #marketertoolbox for #brightonseo by @aleyda from @orainti AVOID BUYING TOOLS THAT DON’T FULFILL YOUR REQUIREMENTS IDENTIFY TOOLS THAT OVERLAP TO MAKE YOUR TOOLBOX MORE EFFICIENT IDENTIFY FUNCTIONALITIES TO ANSWER YOUR QUESTIONS FROM TOOLS YOU MIGHT HAVE NOT CONSIDERED
  33. 33. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti THIS IS HOW YOU BUILD A SOLUTION FOCUSED MARKETING TOOLBOX
  34. 34. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti AND HAVE TOOLS THAT SUPPORT YOUR MARKETING PROCESS & ANSWER QUESTIONS LIKE…
  35. 35. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHAT’S YOUR TRAFFIC POTENTIAL PER CHANNEL IN ANY GIVEN INDUSTRY? SIMILARWEB
  36. 36. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHICH HIGHLY PROFITABLE KEYWORDS ARE YOU MISSING TO TARGET? SISTRIX
  37. 37. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHAT’S THE EMAIL OF RELEVANT SITES WITH HIGH AUTHORITY & SOCIAL PRESENCE? KERBOO
  38. 38. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHICH SITES IMPROVED THEIR RANKINGS WHEN YOU LOSE YOURS? SERPWOO
  39. 39. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHICH PAGES THAT ARE NOT MEANT TO BE INDEXED ARE WASTING YOUR CRAWL BUDGET? DEEPCRAWL
  40. 40. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti HOW CAN YOU EASILY VISUALIZE THE INTERNAL LINK GRAPH OF YOUR SITE? ONPAGE
  41. 41. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti WHICH OF YOUR MOST VISITED PAGES HAVE SPEED ISSUES? GOOGLE ANALYTICS
  42. 42. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti AND WHICH ARE THOSE PAGE SPEED ISSUES AFFECTING THEM? URLPROFILER
  43. 43. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti HOW CAN YOU EASILY GENERATE AN ONLINE MARKETING DASHBOARD? DASH THIS
  44. 44. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti HOW CAN YOU EASILY ADD STRUCTURED MARKUP WITHOUT CODE EDITING? GOOGLE TAG MANAGER
  45. 45. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti THERE’S LIGHT AT THE END OF THE 
 TOOLS TUNNEL…
  46. 46. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti REMEMBER TO LEVERAGE DATA AGGREGATORS & APIS
  47. 47. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti AS WELL AS OTHER PEOPLE’S RESOURCES
  48. 48. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti IT’S TIME TO START ANSWERING YOUR QUESTIONS & ASSESSING TOOLS THE MARKETER TOOLBOX GROWTH VERSE
  49. 49. #marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti Remember, this can be you!
  50. 50. #marketertoolbox for #brightonseo by @aleyda from @orainti THANK YOU Questions?

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