Digital Marketing, Top To Bottom
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Digital Marketing, Top To Bottom

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This is a workshop I gave at SCOE.biz. It covers my process for digital marketing, from inventory to tactics.

This is a workshop I gave at SCOE.biz. It covers my process for digital marketing, from inventory to tactics.

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  • 1. 1 DIGITAL MARKETING TOP-TO-BOTTOM PREPARED BY IAN LURIE PORTENT, INC PORTENT.COM
  • 2. 2 CEO & Founder
  • 3. 3 nobody knows the troubles i've seen...
  • 4. 4
  • 5. 5 portent.co/mktgpi Yes, like this, no ‘m’.
  • 6. 6
  • 7. 7
  • 8. 8
  • 9. 99 WHY ARE PEOPLE DOING THIS?!
  • 10. 1010 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME
  • 11. 1111 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME SEARCH  
  • 12. 1212 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME VISIT  
  • 13. 1313 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME POST  
  • 14. 1414 THEY’VE GOT IT ALL WRONG
  • 15. 1515 MARKETING IS A PROCESS THAT HAS FOUR STEPS
  • 16. 1616 1. FIND OPPORTUNITIES
  • 17. 1717 2.  CONNECT PEOPLE 3.  TO VALUE 4.  WHEN THEY NEED IT
  • 18. 1818 REPEAT
  • 19. 1919 (That’sthedefinitionofmarketing,bytheway.)
  • 20. 2020 MARKETING CONNECTS PEOPLETO VALUEWHENTHEY NEEDIT
  • 21. 21 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS: WHAT WE’LL DO TODAY
  • 22. 22 THE MARKETING PROCESS: WHAT WE’LL DO TODAY ???
  • 23. 2323 OH, AND DON’T FORGET STRATEGYWEEEEEEEEEE MY COMPANY: LURIE SPACE TOURISM
  • 24. 24 Discovery Research Conversion Loyalty… Consideration THE MARKETING STORY ARC
  • 25. 2525 STEP .5: RUN THE NUMBERS
  • 26. 26 WHAT YOU’VE GOT
  • 27. 27 WHERE YOU’VE BEEN
  • 28. 28 WHERE YOU’RE GOING
  • 29. 29 WHERE YOU’RE GOING
  • 30. 30 webpagetest.org
  • 31. 3131 BUTNOWYOUKNOWTHENUMBERS.YOUCANAPPLYTHEM.
  • 32. 3232 STEP 1: FIND OPPORTUNITIES
  • 33. 33 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS
  • 34. 3434 AN ASSESSMENT FRAMEWORK: THE MARKETING STACK
  • 35. 35 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED
  • 36. 36 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED THE STACK IS A METAPHOR TO HELP YOU SEE HOW IT ALL FITS TOGETHER
  • 37. 37 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Impacts percolate up
  • 38. 38 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED So a problem here
  • 39. 39 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED May impact here
  • 40. 40 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Good stuff here
  • 41. 41 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Will help here
  • 42. 42 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED And here
  • 43. 43 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED And here.
  • 44. 4444 THE BASIC INGREDIENTS: THE ELEMENTS
  • 45. 45 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WITHOUT THESE, NOTHING WORKS
  • 46. 46 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WITHOUT THESE, NOTHING WORKS
  • 47. 47 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED SERVERS SOFTWARE FULFILLMENT PEOPLE
  • 48. 48 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED WEB ANALYTICS BUSINESS ANALYTICS PREDICTIVE DATA AUDIENCE ANALYSIS
  • 49. 49 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED PRODUCT DESCRIPTIONS EMAIL IMAGES VIDEO INFORMATIONAL
  • 50. 50 Discovery Research Conversion Loyalty… Consideration ELEMENTS IMPACT THE ENTIRE STORY ARC
  • 51. 5151 (That’swhythey’reelements.)
  • 52. 5252 EXERCISE ASSESS ELEMENTS
  • 53. 5353 INFRASTRUCTURE
  • 54. 54 Link testing: Screaming Frog
  • 55. 55
  • 56. 56
  • 57. 57
  • 58. 58 NOT TOO BAD
  • 59. 59 site performance: Google Page Speed
  • 60. 60 site performance: Google Page Speed
  • 61. 61
  • 62. 62
  • 63. 63
  • 64. 64
  • 65. 65
  • 66. 66
  • 67. 67 1.5 MEGABYTES
  • 68. 68 300KB
  • 69. 69 DOES IT WORK?!!!
  • 70. 70
  • 71. 7171 A BRIEF INTERLUDE THE BROKEN FORM DEBACLE
  • 72. 72 SERVER LATENCY SECURITY CACHING SCALABILITY …
  • 73. 73 BUT START WITH THE BASICS: SPEED, ERRORS, DATA COLLECTION
  • 74. 74 INFRASTRUCTURE: F-- 1.  8s load time 2.  354 ‘404’ errors 3.  Crashes
  • 75. 75 LOAD TIMES = IMAGE SIZE
  • 76. 76
  • 77. 77 EASY FIX: OPPORTUNITY!!!
  • 78. 7878 ANALYTICS
  • 79. 79 ANALYTICS STORING E-COMMERCE DATA?
  • 80. 80 ANALYTICS IS IT ACCURATE?
  • 81. 81 STORING MICRO-CONVERSIONS?
  • 82. 82 ANALYTICS: A- 1.  Conversion tracking 2.  E-commerce data 3.  No events/scroll/business analytics
  • 83. 8383 CONTENT
  • 84. 84 YOU COULD DO THIS
  • 85. 85 webpagetest.org
  • 86. 86 OR JUST SPOT-CHECK
  • 87. 87
  • 88. 88
  • 89. 89
  • 90. 90 CHECK FOR DUPLICATION CUT
  • 91. 91 PASTE (WITH QUOTES) CHECK FOR DUPLICATION
  • 92. 92 NOT BAD CHECK FOR DUPLICATION
  • 93. 93 BAD CHECK FOR DUPLICATION
  • 94. 94 BAD CHECK FOR DUPLICATION
  • 95. 95 CHECK FOR DUPLICATION
  • 96. 96 CHECK GRADE LEVEL
  • 97. 97 CHECK GRADE LEVEL
  • 98. 98 CHECK GRADE LEVEL
  • 99. 99 CHECK GRADE LEVEL
  • 100. 100 CHECK GRADE LEVEL IN MOST CASES, AIM FOR <10
  • 101. 101 CONTENT: D----- 1.  Awful trip descriptions 2.  Cut-and-paste 3.  14th grade level
  • 102. 102 HARD TO FIX: STILL OPPORTUNITY, BUT…
  • 103. 103103 NOWYOUKNOWOPPORTUNITIESINTHEELEMENTS
  • 104. 104104 HOW PEOPLE CONNECT: THE CHANNELS
  • 105. 105 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED SHARE OF VOICE & ATTENTION YOU PURCHASE, BY THE CLICK, BY THE IMPRESSION OR ANOTHER WAY.
  • 106. 106 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED PAID CAN DRIVE DISCOVERY, BUILD USEFULNESS GIVE YOU DIRECT ACCESS TO THE WEIRD.
  • 107. 107 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED IT DOESN’T SCALE BUT IT’S VERY TARGETABLE AND EASILY MEASURED
  • 108. 108 Discovery Research Conversion Loyalty… Consideration PAID IMPACTS THE MID STORY ARC
  • 109. 109109 PAID TYPES
  • 110. 110110 PAY-PER-CLICK
  • 111. 111 ADWORDS
  • 112. 112 ADWORDS
  • 113. 113 PRODUCT LISTING ADS (PLAS)
  • 114. 114 BING ADS
  • 115. 115 BING PRODUCT ADS
  • 116. 116 AMAZON
  • 117. 117 RETARGETING YEP. AMAZON. Google AdX PubMatic
  • 118. 118 RETARGETING
  • 119. 119 RETARGETING
  • 120. 120 RETARGETING ADROLL GOOGLE FACEBOOK EXCHANGE PERFECT AUDIENCE
  • 121. 121121 PAY-PER-IMPRESSION
  • 122. 122 BANNERS
  • 123. 123 ‘RICH’ MEDIA ADS
  • 124. 124 ‘PROGRAMMATIC BUYING’
  • 125. 125 PAID SOCIAL
  • 126. 126 PAID SOCIAL
  • 127. 127 PAID SOCIAL
  • 128. 128 PAID SOCIAL
  • 129. 129 PAID SOCIAL
  • 130. 130 PAID SOCIAL
  • 131. 131 PAID SOCIAL
  • 132. 132132 EXERCISE PAID ASSESSMENT
  • 133. 133 “MOON TRAVEL” CONVERSION RATE = 1.5% VISITOR VALUE = $300.00
  • 134. 134 “MOON TRAVEL” 250 clicks/year to LST
  • 135. 135 SEMRush
  • 136. 136 “MOON TRAVEL” 20,000 searches/year IF I CAN GET 1% = 200 MORE VISITS
  • 137. 137 ACROSS ALL PPC TERMS 1,000 MORE VISITS OVERALL VALUE/VISITOR = $125
  • 138. 138
  • 139. 139 OPPORTUNITY!!!
  • 140. 140 I DON’T DO ANY FACEBOOK ADS
  • 141. 141 GRAPH SEARCH 1534 like space tourism
  • 142. 142 CONTENT PROMOTION OPPORTUNITY!!!
  • 143. 143 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED SHARE OF VOICE & ATTENTION YOU GAIN BY BEING SIGNIFICANT AND APPEALING TO THE WEIRD.
  • 144. 144 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED HAPPY CUSTOMERS, INTERESTED READERS & OTHER SUCCESSES AMPLIFY IT
  • 145. 145 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED IT CAN SCALE MASSIVELY BUT IT’S HARD TO GET AND OFTEN HARD TO MEASURE
  • 146. 146 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED IT HAS A LONG SALES CYCLE
  • 147. 147 Discovery Research Conversion Loyalty… Consideration EARNED IMPACTS THE EARLY-TO-MID STORY ARC
  • 148. 148 “ORGANIC” SEARCH
  • 149. 149 SEARCH ENGINE OPTIMIZATION
  • 150. 150 UHHH…
  • 151. 151 UHHH…
  • 152. 152 Google Bing Yahoo GOOGLE’S STILL IN CHARGE
  • 153. 153 roi or bust, man SOCIAL MEDIA
  • 154. 154 SOCIAL MEDIA
  • 155. 155 SOCIAL CONTENT SHARING
  • 156. 156 DON’T GIVE UP YET
  • 157. 157 SOCIAL Q&A SITES
  • 158. 158 SOCIAL Q&A SITES
  • 159. 159 WHAT’S THE MOST COMMON QUESTION YOU GET FROM CUSTOMERS?
  • 160. 160160 EXERCISE EARNED ASSESSMENT
  • 161. 161 GOOGLE WEBMASTER TOOLS
  • 162. 162 BING WEBMASTER TOOLS
  • 163. 163 SEMRUSH
  • 164. 164 ADDRESS THE ELEMENTS…
  • 165. 165 …ADDRESS SEARCH
  • 166. 166 SOCIAL MEDIA
  • 167. 167 RIVALIQ (FULL DISCLOSURE: THEY’RE A CLIENT)
  • 168. 168 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED LITERALLY, MARKETING ASSETS YOU OWN LOTS OF CONTENT BELONGS IN ‘OWNED’
  • 169. 169 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED USER GENERATED CONTENT THE HOUSE E-MAIL LIST CRM DATABASE
  • 170. 170 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED YOU OWN THESE ASSETS & CAN USE THEM AS DESIRED
  • 171. 171 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED EASIEST TO MEASURE SCALES WELL BUT CAN GET STALE OR ANNOY CUSTOMERS
  • 172. 172 Discovery Research Conversion Loyalty… Consideration OWNED IMPACTS THE LATE STORY ARC
  • 173. 173 Research Conversion Loyalty… Consideration
  • 174. 174 YOUR HOUSE LIST IS A PRICELESS ASSET
  • 175. 175 BUT BEWARE SPAM!!!
  • 176. 176 BUT BEWARE THE EMOTIONAL DEFINITION OF SPAM!!!
  • 177. 177 CONVERSION RATE = .5%
  • 178. 178 FORMS = AWFUL
  • 179. 179179 NOWYOUKNOWOPPORTUNITIESINTHECHANNELS
  • 180. 180180 EXERCISE STACK ASSESSMENT
  • 181. 181 d   d
  • 182. 182 OPPORTUNITY GAPS WEAKNESSES W/ EASY WINS STRENGTHS
  • 183. 183 d   d
  • 184. 184 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 185. 185
  • 186. 186186 NOWYOUKNOWYOURCHANNELOPPORTUNITIESACROSSTHESTACK
  • 187. 187187 A BRIEF INTERLUDE THE PROBLEM
  • 188. 188188 ALL MARKETING HAPPENS ON THE CLASSIC STORY ARC
  • 189. 189 Discovery Research Conversion Loyalty… Consideration THE MARKETING STORY ARC
  • 190. 190 Discovery Research Conversion Loyalty… Consideration “Wow, I didn’t know about cycling hand protection.Thanks!” THE STORY ARC FOR A CYCLIST
  • 191. 191 Discovery Research Conversion Loyalty… Consideration THE STORY ARC “Hmmm. I think I need a new helmet.” THE STORY ARC FOR A CYCLIST
  • 192. 192 Discovery Research Conversion Loyalty… Consideration THE STORY ARC “Oh yeah, I remember these guys.” THE STORY ARC FOR A CYCLIST
  • 193. 193 Discovery Research Conversion Loyalty… Consideration THE STORY ARC Comes to your site, looks at your stuff, asks around THE STORY ARC FOR A CYCLIST
  • 194. 194 Discovery Research Conversion Loyalty… Consideration THE STORY ARC Makes their purchase THE STORY ARC FOR A CYCLIST
  • 195. 195 Discovery Research Conversion Loyalty… Consideration THE STORY ARC If they enjoy the experience, and you give them more THE STORY ARC FOR A CYCLIST
  • 196. 196 Discovery Research Conversion Loyalty… Consideration BUT SINGLE-POINT THINKING MAKES MOST COMPANIES START HERE
  • 197. 197 Discovery Research Conversion Loyalty… Consideration THEY COMPLETELY IGNORE THIS
  • 198. 198 YIKES. IGNORED  INCLUDED  
  • 199. 199 FOR OUR CYCLIST, THAT MEANS “Wow, I didn’t know about cycling hand protection.Thanks!” “Hmmm. I think I need a new helmet.” “Oh yeah, I remember these guys.” Comes to your site, looks at your stuff, asks around Makes their purchase
  • 200. 200200 YOU’VE MISSED 70% OF YOUR AUDIENCE
  • 201. 201201 AND YOUR AUDIENCE DOESN’T KNOW YOU
  • 202. 202202 YOU’RE JUST LIKE EVERYONE ELSE
  • 203. 203203 THAT’S BAD
  • 204. 204204 MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT
  • 205. 205205 STEP 2: CONNECT PEOPLE
  • 206. 206206 AND PEOPLE ARE WEIRD
  • 207. 207 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS
  • 208. 208 READ WE ARE ALL WEIRD (Seth Godin)
  • 209. 209209 WEIRD ≠ BIZARRE
  • 210. 210210 THE ‘WEIRD’ UTTERLY COMPELLING ARE AT A CONFLUENCE OF EVENTS/INTERESTS THAT MAKES SOMETHING ABOUT YOU
  • 211. 211211 WHAT’S COMPLETELY UNIQUE ABOUT YOUR AUDIENCE? WEIRD
  • 212. 212212 WHAT COMBINATION OF IDEAS? PROBLEMS? TRAITS?
  • 213. 213 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 214. 214 IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
  • 215. 215 INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE.
  • 216. 216 WEIRD = ANY OVERLAP/NICHE ALLERGIC TO WOOL DUDE. THAT'S PERSONAL.
  • 217. 217217 FINDING THE WEIRD: AFFINITIES
  • 218. 218 CYCLIST WANTS A COOLER HELMET TALK TO THESE PEOPLE
  • 219. 219 PARENTS CONCERNED ABOUT SAFETY TALK TO THESE PEOPLE
  • 220. 220 CYCLIST JUST CRASHED TALK TO THESE PEOPLE
  • 221. 221 CYCLIST GOING ON A TRIP TALK TO THESE PEOPLE
  • 222. 222 TALK TO THESE PEOPLE CYCLISTS HAS A BIRTHDAY
  • 223. 223223 PSYCHOGRAPHICS
  • 224. 224 TALK TO THESE PEOPLE CYCLISTS LIKE JIMMY BUFFET
  • 225. 225 TALK TO THESE PEOPLE CYCLISTS WATCH STORAGE WARS
  • 226. 226 Discovery Research Conversion Loyalty… Consideration FIND JUST THE RIGHT PEOPLE
  • 227. 227 USE SITES WITH COLLABORATIVE FILTERS
  • 228. 228 USE SITES WITH COLLABORATIVE FILTERS HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
  • 229. 229 I’LL TRY ADVERTISING TO FOLKS WHO BUY LOCKS
  • 230. 230 MAYBE EVEN WRITE CONTENT ABOUT BIKE LOCKS
  • 231. 231231 ISTHERESOMEPARTOFTHESTACKTHATSUITSYOU PARTICULARLYWELLTOTALKTOONEOFTHEWEIRD?
  • 232. 232232 ISTHEREABIGIMPROVEMENTYOUCANMAKE?
  • 233. 233233 AREALSTRENGTH?
  • 234. 234234 EXERCISE DEFINING THE WEIRD
  • 235. 235 THINK a cyclist who just crashed has to replace their helmet
  • 236. 236 FACEBOOK GRAPH SEARCH
  • 237. 237 AMAZON
  • 238. 238 FACEBOOK GRAPH SEARCH
  • 239. 239239 HOWBIGISTHEAUDIENCE? WHAT’LLITGETME?
  • 240. 240
  • 241. 241 40MILLIONTOTAL!BUTLOWRELEVANCE ATBEST,I’LLGET.001%OFTHEM THAT’S400VISITORS
  • 242. 242 MEH.
  • 243. 243 BUTITDOESADDUP.
  • 244. 244244 NOWYOUKNOWWHOYOU’RETALKINGTO
  • 245. 245245 (FindingtheWeirdonlyhelpsifyouprovidesomething.)
  • 246. 246246 MARKETING CONNECTS PEOPLE WITH VALUEWHEN THEY NEED IT
  • 247. 247247 STEP 3: DELIVER VALUE
  • 248. 248248 VALUE REQUIRES THAT YOU ARE USEFUL
  • 249. 249 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS
  • 250. 250250 WHAT DO THEY NEED TO KNOW? USEFUL
  • 251. 251251 ANSWER THEIR QUESTIONS, AND YOU’RE USEFUL
  • 252. 252252 WHAT DO THEY LIKE? USEFUL
  • 253. 253253 WHAT DO THEY DISLIKE? USEFUL
  • 254. 254254 WHAT DO THEY WANT TO DO? USEFUL
  • 255. 255255 WHAT DO THEY WANT TO KNOW? USEFUL
  • 256. 256256 THAT’S USEFUL IT GETS YOUR AUDIENCE SHARING, BECOMING CUSTOMER OR ATTRACTING THEM BY TELLING OTHERS
  • 257. 257257 WHAT IN THE STACK MIGHT INTERFERE WITH THEIR EXPERIENCE?
  • 258. 258258 WHAT IN THE STACK MIGHT IMPROVE THEIR EXPERIENCE?
  • 259. 259 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 260. 260 REMEMBER THIS? HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
  • 261. 261 I’LL WRITE ABOUT OR ADVERTISE NEAR BIKE LOCKS
  • 262. 262 Discovery Research Conversion Loyalty… Consideration AND GET FOLKS WAY OVER HERE “Wow, I didn’t know that about bike locks.Thanks!”
  • 263. 263 GOOGLE SUGGEST
  • 264. 264 Discovery Research Conversion Loyalty… Consideration GET FOLKS OVER HERE “Wow, I didn’t know that about bike locks.Thanks!”
  • 265. 265265 EXERCISE FINDING THE VALUE
  • 266. 266 GOOGLE SUGGEST
  • 267. 267 TWITTER SEARCH
  • 268. 268 TWITTER SEARCH
  • 269. 269 TWITTER SEARCH
  • 270. 270 QUORA
  • 271. 271 QUORA
  • 272. 272 QUORA
  • 273. 273 WHAT’LL I GET?
  • 274. 274274 NOWYOUKNOWWHATYOURAUDIENCEFINDSVALUABLE
  • 275. 275275 (Butrandomlyusefulprovidesnovalue.)
  • 276. 276276 MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT
  • 277. 277277 STEP 4: BE RELEVANT
  • 278. 278278 YOU HAVE TO DELIVER USEFUL WHEN THEY NEED IT
  • 279. 279279 WHERE IN THE STORY ARC IS YOUR CUSTOMER MOST LIKELY TO ENCOUNTER YOU? WHEN THEY NEED IT
  • 280. 280280 WHAT WILL THEY NEED? WHAT WILL MAKE YOU USEFUL?
  • 281. 281281 WHAT PROBLEMS IN THE MARKETING STACK MIGHT DETRACT FROM THE EXPERIENCE?!
  • 282. 282282 WHAT STRENGTHS IN THE MARKETING STACK MIGHT IMPROVE THE EXPERIENCE?! OR GET MORE FOLKS TO FIND YOU?!!!
  • 283. 283 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 284. 284 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS
  • 285. 285285 (Andthat’sprobablylongbeforetheywanttobuy.)
  • 286. 286286 PULLTOGETHERTHEOPPORTUNITIES,PEOPLEANDVALUE
  • 287. 287 Discovery Research Conversion Loyalty… Consideration “Wow, I didn’t know about cycling hand protection.Thanks!” USEFUL HERE…
  • 288. 288 Discovery Research Conversion Loyalty… Consideration “Hmmm. I think I need a new helmet.” …MEANS THEY’LL BE AROUND WHEN YOU’RE USEFUL HERE.
  • 289. 289 Discovery Research Conversion Loyalty… Consideration NOW, YOU CAN ACCESS THIS
  • 290. 290 Discovery Research Conversion Loyalty… Consideration “Wow, I didn’t know about cycling hand protection.Thanks!” YOU KNOW WHAT TO DO TO MOVE THEM FROM HERE…
  • 291. 291 Discovery Research Conversion Loyalty… Consideration If they enjoy the experience, and you give them more …TO HERE
  • 292. 292 Social/Organic Search/Paid Social Owned Loyalty… Paid/Paid Social
  • 293. 293293 WHEREISYOURBESTOPPORTUNITYINTHESTACKTOTIMEITRIGHT?
  • 294. 294294 ISTHEREABIGIMPROVEMENTYOUCANMAKE?
  • 295. 295295 AREALSTRENGTH?
  • 296. 296296 EXERCISE TIMING IT RIGHT
  • 297. 297297 NOWYOUKNOWTHEBESTTIMETOREACHTHEM
  • 298. 298 1.  PAID SOCIAL 2.  SEE CONTENT 3.  GET RETARGETED/NEWSLETTER/ETC. 4.  REMEMBER 5.  BUY
  • 299. 299 Earned/Paid to content Paid/Earned to product Conversion Loyalty… Paid PUTTING IT ALL TOGETHER Retargeting
  • 300. 300300 THE WRAPUP
  • 301. 301301 YOUKNOWHOWTOFINDOPPORTUNITIES
  • 302. 302302 YOUKNOWHOWTOFINDTHEWEIRD
  • 303. 303303 YOUKNOWHOWTOBEUSEFULTOTHEM
  • 304. 304304 ANDYOUKNOWHOWTOTIMEITRIGHT
  • 305. 305305 TIEITBACKTOTHESTACK
  • 306. 306306 WHEREARETHEGAPSTHATYOUCANCLOSE?
  • 307. 307 UTILITY PERSONAS RELEVANCE WITHVALUE OPPORTUNITIESTO MKT STACK CONNECTPEOPLE WHENTHEYNEEDIT THE MARKETING PROCESS
  • 308. 308 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 309. 309 Discovery Research Conversion Loyalty… Consideration THE MARKETING STORY ARC
  • 310. 310 QUESTIONS? Ian Lurie @portentint www.portent.com portent.co/mktgpi