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

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Published on

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

Published in: Marketing

Digital Marketing, Top To Bottom

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