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 WEB VERSION



HOW ARE YOU PERFORMING IN SOCIAL CHANNELS VS. YOUR

COMPETITORS?

I NEED TO IDENTIFY IF WE’RE LOSING OPPORTUNITIES IN

SOCIAL VS. 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?


HOW MUCH ORGANIC SEARCH TRAFFIC & CONVERSIONS CAN I

EXPECT FROM A US WEB VERSION?

I NEED TO IDENTIFY THE EXPECTED SEO PROFITABILITY OF A NEW US WEB VERSION

CONVERSIONS

ROIORGANIC SEARCH TRAFFIC


RESEARCH

ANALYSIS IMPLEMENTATON

MONITORINGSTRATEGY

MAP THE QUESTIONS ACROSS YOUR MARKETING PROCESS


RESEARCHHOW MUCH ORGANIC SEARCH TRAFFIC & CONVERSIONS CAN I

EXPECT FROM A US WEB VERSION?

CONVERSIONS

ROIORGANIC SEARCH TRAFFIC


MAP THEM ACROSS YOUR DIFFERENT MARKETING CHANNELS TOO


Organic Search

Paid Search

Content Marketing

Email MarketingSocial

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 YOUQuestions?