The Technical Marketer Toolbox in 2015 at #BrightonSEO

#marketertoolbox for #brightonseo by @aleyda from @orainti
The 2015 Technical Marketer Toolbox

Helloooooo #BrightonSEO
One of my favorite conferences ever!

I’m Aleyda Solis
SPEAKER
BLOGGER SHARER
@aleyda +aleydasolis
SEO

Let’s talk about online
marketing tools nowadays

#marketertoolbox for #brightonseo by @aleyda from @orainti#marketertoolbox for #brightonseo by @aleyda from @orainti
THEY’RE SUPPOSED TO EMPOWER
YOU … TO BECOME LIKE HIM

But there are sooooo many of them…

each are mostly focused on specific
areas and functionalities at a time &
it’s painful to integrate their data

you can’t use all the them…
they’re not cheap either

You end-up spending crazy
amount of time putting together
their data manually

Which makes you also more
vulnerable to errors
“WE WERE ACTUALLY EXPECTING AN IMPROVEMENT HERE ”

THIS IS WHAT YOU BECOME …
INSTEAD OF MACGYVER

Non-
scalability
Complex &
Time consuming
data
Integration
Expensive
prices
Need of non-
available
technical support
for customization
Your marketer toolbox is broken

IT’S TIME TO FORGET ABOUT TOOLS 
& THINK ABOUT SOLUTIONS

STOP MAKING YOUR ACTIVITIES TOOLS CENTRIC.
MAKE YOUR TOOLS SOLUTION FOCUSED.

START BY DEFINING  
YOUR PROBLEMS

SPECIFY THE QUESTIONS THAT WILL ALLOW  
YOU TO GIVE AN ANSWER TO YOUR PROBLEMS
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

HOW AREYOU PERFORMING IN
SOCIAL CHANNELS VS.YOUR
COMPETITORS?
I NEED TO IDENTIFY IF WE’RE
LOSING OPPORTUNITIES IN
SOCIALVS. OUR COMPETITORS

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

NOW SPECIFY THE DATA YOU’LL NEED  
TO ANSWER THESE QUESTIONS
Which data that will allow you to
give an accurate answer?

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

RESEARCH
ANALYSIS IMPLEMENTATON
MONITORING
STRATEGY
MAP THE QUESTIONS ACROSS
YOUR MARKETING PROCESS

RESEARCH
TRAFFIC & CONVERSIONS CAN I
EXPECT FROM A US WEBVERSION?
CONVERSIONS
ROI
ORGANIC
SEARCH
TRAFFIC

MAP THEM ACROSS YOUR DIFFERENT
MARKETING CHANNELS TOO
Organic
Search
Paid
Search
Content
Marketing
Email
Marketing
Social
Display
Ads

NOW YOU KNOW…
WHEREWHY
WHENWHATTHE DATA MARKETING PROCESS STAGE
QUESTIONS TO ANSWER THE MARKETING CHANNEL

LET’S GO FOR THE HOW
WHEREWHY
WHENWHATTHE DATA MARKETING PROCESS STAGE
QUESTIONS TO ANSWER THE MARKETING CHANNEL
THE TOOLS TO
SUPPORT OR
AUTOMATE IT

SPECIFY YOUR FUNCTIONAL REQUIREMENTS
BASED ON THE PREVIOUS FINDINGS
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

SPECIFY YOUR FUNCTIONAL REQUIREMENTS
BASED ON THE PREVIOUS FINDINGS
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

… AS WELL AS NON-FUNCTIONAL
REQUIREMENTS OR DESIRED QUALITIES
ACCESSIBILITY
AVAILABILITY
BACKUP
INTEROPERABILITY
PORTABILITY
SECURITY
USABILITY
MANTAINABILITY EXTENSIBILITYPRICE

… AS WELL AS NON-FUNCTIONAL
REQUIREMENTS OR DESIRED QUALITIES
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

NOW CREATE A REQUIREMENTS MATRIX TO
ASSESS TOOLS FOCUSING ON THE SOLUTIONS

NOW CREATE A REQUIREMENTS MATRIX TO
ASSESS TOOLS FOCUSING ON THE SOLUTIONS
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

THIS IS HOW YOU BUILD A SOLUTION
FOCUSED MARKETING TOOLBOX

AND HAVE TOOLS THAT SUPPORT YOUR
MARKETING PROCESS & ANSWER
QUESTIONS LIKE…

WHAT’S YOUR TRAFFIC POTENTIAL PER
CHANNEL IN ANY GIVEN INDUSTRY?
SIMILARWEB

WHICH HIGHLY PROFITABLE KEYWORDS ARE
YOU MISSING TO TARGET?
SISTRIX

WHAT’S THE EMAIL OF RELEVANT SITES WITH
HIGH AUTHORITY & SOCIAL PRESENCE?
KERBOO

WHICH SITES IMPROVED THEIR RANKINGS
WHEN YOU LOSE YOURS?
SERPWOO

WHICH PAGES THAT ARE NOT MEANT TO BE
INDEXED ARE WASTING YOUR CRAWL BUDGET?
DEEPCRAWL

HOW CAN YOU EASILY VISUALIZE THE
INTERNAL LINK GRAPH OF YOUR SITE?
ONPAGE

WHICH OF YOUR MOST VISITED PAGES
HAVE SPEED ISSUES?
GOOGLE
ANALYTICS

AND WHICH ARE THOSE PAGE SPEED
ISSUES AFFECTING THEM?
URLPROFILER

HOW CAN YOU EASILY GENERATE AN
ONLINE MARKETING DASHBOARD?
DASH THIS

HOW CAN YOU EASILY ADD STRUCTURED
MARKUP WITHOUT CODE EDITING?
GOOGLE
TAG
MANAGER

THERE’S LIGHT AT THE END OF THE  
TOOLS TUNNEL…

REMEMBER TO LEVERAGE DATA
AGGREGATORS & APIS

AS WELL AS OTHER PEOPLE’S RESOURCES

IT’S TIME TO START ANSWERING YOUR
QUESTIONS & ASSESSING TOOLS
THE
MARKETER
TOOLBOX
GROWTH
VERSE

Remember, this can be you!

THANK YOU
Questions?

The Technical Marketer Toolbox in 2015 at #BrightonSEO

The Technical Marketer Toolbox in 2015 at #BrightonSEO

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