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

@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

@aaronfriedman

I Am Aaron FriedmanWho Am I?

Director of SEO at Kahena Digital Marketing

Connect @aaronfriedman

Blog: http://digitalhighrise.com

Made Aliyah: May 22

2013

@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” (blatantly ignored)

IT Pushback

@aaronfriedman

• “We need legal review”

(2 months later)

• “We can’t say that”

• “We can say that, except change all the words”

Legal Pushback

@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

@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

@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 andhelping your organization grow andonly looking out for themselves that they interfere with the bottom line androyally EFF things up </rant>

Expectations vs. Reality

@aaronfriedman

I GIVE UP!

@aaronfriedman

NOT SO FAST!

Business owners need to realize that

this is not magic

Your Department Can’t Rule The Organization

Alone

@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

Positioned Well

For This

@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 tags

• More Keywords

• Links

@aaronfriedman

WHAT USER IS

LOOKING FOR

WHAT THE

PAGE DELIVERS

This is Where

YOUWIN

This is Inbound

Idea Source: http://www.seomoz.org/blog/getting-onpage-seo-right-in-2012-and-beyond-whiteboard-friday

@aaronfriedman

REMEMBER OUR

FRIENDS IN IT

LEGALBRANDING

and CONTENT?

Image Source: http://www.lonniehuntermusic.com/wp-content/uploads/2012/04/woman-remembering1.jpg

How Do We Get There?

@aaronfriedman

How Do YouInterface 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://selfexceed.com/wp-content/uploads/2012/07/Worry-free-268x300.jpg

@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/parenting/man-girl-chore-photo-240x240-j-5295467.jpg

@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

@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, etc.

@aaronfriedman

Lets Create an Integrated Marketing StrategyTogether

Marketing

Creative

Copywriters

DevelopersPR & 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

SEOSEO

SEO

@aaronfriedman

Because The Return

Is Well Worth It

@aaronfriedman

Aaron FriedmanDirector of SEO at

www.digitalhighrise.com

aaron@kahenadigital.com

@aaronfriedman

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