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Aaron Friedman - Multi Channel Coordination Within Inbound Marketing - KahenaCon 2013
This document summarizes Aaron Friedman's presentation on multi-channel coordination within inbound marketing. He discusses the challenges of getting different departments like IT, legal, and branding teams aligned on marketing strategies. Friedman argues for more collaboration between teams using tools like Google Docs. He also stresses the importance of understanding each department's goals and building SEO into overall content strategies. The presentation ends by proposing an integrated marketing strategy that coordinates efforts between various teams like marketing, creative, PR, and SEO to improve results.
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Aaron Friedman - Multi Channel Coordination Within Inbound Marketing - KahenaCon 2013
- 1. @aaronfriedman Multi-Channel Coordination Within InboundMarketing By: Aaron Friedman Director of SEO at Kahena Digital Marketing KahenaCon 2013 I AM IN ISRAEL……and talking about
- 2. @aaronfriedman I Am AaronFriedman Who Am I? Director of SEO at Kahena Digital Marketing Connect @aaronfriedman Blog: http://digitalhighrise.com Made Aliyah: May 22 2013 Yep, 5 days ago
- 3. @aaronfriedman Traveled The FurthestTo Get Here
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- 7. @aaronfriedman I have DoneSEO For Some Big Companies
- 8. @aaronfriedman You came todaybecause, You Have a Website…
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- 12. @aaronfriedman AND YOU WANT ALLTHE THINGS
- 13. @aaronfriedman WHY? Really… I haveno idea what is happening here??
- 14. @aaronfriedman Bing On Google???? Isit to show up higher than the competition?
- 15. @aaronfriedman To “Increase Followers”or “Engage in Conversations” with Customers?
- 16. @aaronfriedmanThese are NOTGood Reasons
- 17. @aaronfriedman Are You PreparedFor This?
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- 19. @aaronfriedman This is you Thisis Google
- 20. @aaronfriedman What About The Team??? Letshave a look at them…
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- 22. @aaronfriedman This Is TheCompany Org Chart And You Think You Are In Charge
- 23. @aaronfriedman They Ignore EVERYTHING… It Totally Sucks! NOBODY LISTENS!
- 24. @aaronfriedman • “Our queueis 3 months long” • “We have no bandwidth” • “We are already doing SEO” • “Sure thing” (blatantly ignored) IT Pushback
- 25. @aaronfriedman • “We needlegal review” (2 months later) • “We can’t say that” • “We can say that, except change all the words” Legal Pushback
- 26. @aaronfriedman • “We makebicycle 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. @aaronfriedman • “Too muchcontent 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. @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
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- 30. @aaronfriedman NOT SO FAST! Businessowners need to realize that this is not magic Your Department Can’t Rule The Organization Alone
- 31. @aaronfriedman WHY DO YOUNEED SOCIAL? WHY DO YOU NEED SEO?
- 32. @aaronfriedman WHY DO YOUNEED SOCIAL? YOU DON’T! WHY DO YOU NEED SEO?
- 33. @aaronfriedman WHAT YOU NEED IS To… Build Another LeadGeneration Channel
- 34. @aaronfriedman Increase Brand Awareness& Reputation WHAT YOU NEED IS To…
- 35. @aaronfriedman Strengthen Specific MarketingCampaigns WHAT YOU NEED IS To…
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- 37. @aaronfriedman Increase Overall CustomerSatisfaction YOU ALSO NEED TO…
- 38. @aaronfriedman Which CAN BeSEO & Social
- 39. @aaronfriedmanImage source: http://www.seomoz.org/blog/inbound-marketing-is-taking-off ButSHOULD Also Be SEOs Are Just Positioned Well For This
- 40. @aaronfriedman The Same StuffDoesn’t Work Search Engines Have Evolved
- 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. @aaronfriedman WHAT USER IS LOOKING FOR WHAT THE PAGE DELIVERS This is Where YOU WIN Thisis Inbound Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday
- 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. @aaronfriedman How Do You InterfaceWith Them?
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- 46. @aaronfriedman Think Collaboration *this happenedfor real about 2 days into the job while I was still learning Trello
- 47. @aaronfriedman Google Docs /sheets • Fast iterations • Commenting system • For everyone to see Transparency at its finest!
- 48. @aaronfriedman And About Transparency •Flexibly - Rigid • Agile to impact Change
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- 50. @aaronfriedman Have You EverSeen Anything Implemented Without Your Knowledge That Affected Your Work?
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- 53. @aaronfriedman With One Caveat Make SureYou Are Playing On The Same Team
- 54. @aaronfriedman Start To WinThem Over One By One
- 55. @aaronfriedman How Do YouMake People Love You?
- 56. @aaronfriedman How About Coffee? ImageSource: http://www.adderworld.com/blog1/wp-content/uploads/2012/04/CoffHap.jpg
- 57. @aaronfriedman Connect withthem. 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. @aaronfriedman What’s impending thisfrom working?
- 59. @aaronfriedman Build SEO IntoYour Content Strategy Let Me HELP You Image Source: http://family.go.com/images/cms/parenting/man-girl-chore-photo-240x240-j-5295467.jpg
- 60. @aaronfriedman Ask Them... • HowDo 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. @aaronfriedman So you cametoday because, You Have a Website…
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- 63. @aaronfriedman You Want This??? NonBranded Search Lift after months of coordination after a migration with IT, Social, etc.
- 64. @aaronfriedman Lets Create anIntegrated 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. @aaronfriedman Because The Return IsWell Worth It
- 66. @aaronfriedman Aaron Friedman Director ofSEO at www.digitalhighrise.com aaron@kahenadigital.com @aaronfriedman +
Editor's Notes
- #8 I have seen how long and how much internal politics can damage success. I want to share with you some tips based on my experience. But first, lets talk about you.
- #19 That’s right… there are a LOT of complications. Things are rapidly changing. It’s not enough to Just want to Be Found. We will get back to this. But how about this one…
- #21 Forget the engines, what about the team internally
- #22 Everyone is trying to push themselves ahead, at the expense of the organization…
- #25 Every time I send a reco to IT, I literally pray. 9 tiems out of 10, what I awntimplimented is completely ignored or not as expected.
- #26 Legal can be insane with their knit picking. I suppose I get it. Who wants to get wrapped into a lawsuit. Society has tried us to trust no one. It makes perfect sense.
- #27 They’ve probably fought a lot of the battles over wording and content. They get it. SEO isn’t just about data. There is an art form to it. You try keeping a title tag below 65 characters and still get the message across. But branding doesn’t care.
- #28 Some companies have too much content generated hence penguine and panda affecting … some can’t generate any. No chance they will ever rank
- #30 This Organization is a mess, I will never connect the pieces
- #40 B/c we get customer experience, we are in the data, and we follow the guiding principle from Google “optimize for the users”. We are user centric.We understand all these.And we understand that we need the other departments to make these work.
- #42 Who optimizes a page like this?No wonder you don’t have the organization on your side!I am not saying its not important. It is. But you are missing a crucial component.
- #43 This is where you take link building, and social and content creation ideas… and you fuse it all together.
- #52 To explain,We are now regularly having calls with clients PR and Social Media teams to organize our efforts to best be efficient and use each other's talents- We optimize the press release, they send it out.We work to create an infographic, the social team pushes it.Since our client is quite opinionated and often changes direction, it's best that we are all connected so we know what's going on with the campaign holistically.
- #53 if your Search and Online Ads teams or campaigns are not talking to one another, sharing data, running experiments, and leveraging each others successes – YOU’RE DOING IT WRONG!“if your social media campaign - be an infographic, a video, or an awesome exclusive piece of content or contest is being run and not coordinated via search so that when people look for it they find it in an engaging an easy way, or not harnessing our doing outreach to earn links to that content or page - you're doing it wrong
- #55 Win over the other departments
- #65 Designers: Work with designers to ensure that creative and usability are inline with user queries. Copywriters: To optimize content and recommend new, trending opportunitiesDevelopers: To optimize code - impacting architecture and interactive featuresPR and Media: Develop and implement SEO friendly press releases, social media, and other forms of outreach/linkingMarketing Strategy: Support messaging, especially in digital space