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One Trick Ponies Get Shot: Doing Digital Marketing Right
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One Trick Ponies Get Shot: Doing Digital Marketing Right

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I admit it: For 20 years, I’ve been obsessed about marketing. Not search engine optimization (SEO). Not social media. Not content marketing. Not even analytics. M-A-R-K-E-T-I-N-G. I want—need to know …

I admit it: For 20 years, I’ve been obsessed about marketing. Not search engine optimization (SEO). Not social media. Not content marketing. Not even analytics. M-A-R-K-E-T-I-N-G. I want—need to know how the pieces fit together, and how it all works. I’ve pondered, researched and banged my forehead bloody on this problem for a long time.

You’re now reading the product of my obsession. I've packed it all in: What I think is wrong. How we can fix it. And, the workflow that seems to keep me from going utterly, run-down-the-street-in-my-underwear crazy.

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  • 1. 1 The leading interactive internet marketing agency HAND-WAVY CONTENT IDEATION STUFF ONE TRICK PONIES GET SHOTSTRATEGY, THE MARKETING STACK & WHY WE GET FIRED Ian Lurie @portentint www.portent.com
  • 2. 2 Chairman & Principal Consultant
  • 3. 3 portent.co/onetrickpony Yes, like this, no ‘m’.
  • 4. 44 I GOT FIRED
  • 5. 55 MY PROJECT WAS BROUGHT TO AN ABRUPT END sounds better, includes in-house
  • 6. 66 THE 3 STAGES OF GRIEF
  • 7. 77 J hey, no worries, we did great work together, i understand. you can hire us again when you leave that dump hehehehehe. MATURE ACCEPTANCE
  • 8. 88 J we did great work together. they can hire us again when they leave that dump hehehehehe. RATIONALIZATION
  • 9. 99 L what the hell?!!! FRUSTRATION
  • 10. 1010 I DID A SURVEY
  • 11. 1111 5% OF MARKETERS SAID THEIR PROJECTS CAME TO AN ABRUPT END BECAUSE OF POOR WORK
  • 12. 1212 75% OF CLIENTS/BOSSES SAID POOR WORK BROUGHT PROJECTS TO AN ABRUPT END
  • 13. 1313 Client or boss You’re fired! I got fired! Marketer
  • 14. 1414 check out the nostril flare!
  • 15. 1515 CHECK OUT THE SEO!!!!
  • 16. 1616 CHECK OUT THE PPC!!!!
  • 17. 1717 CHECK OUT THE CONTENT!!!!
  • 18. 18
  • 19. 19
  • 20. 2020 CHECK OUT THE social!!!!
  • 21. 21 roi or bust, man
  • 22. 22 Time PerceivedValue "You guys rock! I'm referring you to every colleague I have!" "Can you send me a breakdown "Can we talk?" of your hours this month?" You  guys    rock!!!   Can  you  send  me  a  breakdown  of   hours  this  month?   Can  we  talk?  
  • 23. 2323 IAN’S LAW OF DIMINISHING RETURNS ALL TACTICS LOSE VALUE OVER TIME SO WE ALL BECOME VENDORS
  • 24. 24 i'm a vendor?!!! nooooooooo...
  • 25. 2525 TACTICIANS BECOME VENDORS
  • 26. 2626 VENDORS REACH AN ABRUPT END
  • 27. 2727 STRATEGISTS BECOME VALUABLE
  • 28. 28 i suspect he means it's time to think strategically
  • 29. 2929 STRATEGY ≠ A TITLE
  • 30. 30 $40,000 please STRATEGISTS BECOME NO
  • 31. 3131 DIGITAL STRATEGY: A plan of action designed to achieve a major business goal, by connecting marketing factors to a business goal using metrics
  • 32. 3232 A PLAN, NOT A GOAL The goal is what you’re after
  • 33. 3333 FACTORS Things that lead to other good things
  • 34. 3434 METRICS Help you find and measure the factors
  • 35. 3535 THE THREE BASIC GOALS 1.  Value 2.  Profit 3.  Victory
  • 36. 3636 THE PROCESS 1.  See what you’ve got 2.  Set goals 3.  See what works (and why) 4.  Strategy
  • 37. 3737 THE PROCESS 1.  Inventory 2.  Goal setting 3.  Diagnostics 4.  Strategy
  • 38. 3838 THE MARKETING STACK
  • 39. 39 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED
  • 40. 40 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Good and bad percolate up
  • 41. 41 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Customers percolate down
  • 42. 4242 THE MARKETING STRATEGY
  • 43. 4343 OH, AND DON’T FORGET STRATEGYWEEEEEEEEEE LURIE SPACE TOURISM
  • 44. 4444 THE PROCESS 1.  Inventory 2.  Goal setting 3.  Diagnostics 4.  Strategy
  • 45. 45 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED
  • 46. 46 INFRASTRUCTURE: F+ 1.  8s load time 2.  354 ‘404’ errors 3.  Crashes
  • 47. 47 webpagetest.org
  • 48. 48 COMPETITIVE ANALYSIS IS VERY PERSUASIVE
  • 49. 49 ANALYTICS: A- 1.  Conversion tracking 2.  E-mail analytics 3.  No events/scroll/business analytics
  • 50. 50 CONTENT: D----- 1.  Trip descriptions 2.  Cut-and-paste 3.  14th grade level
  • 51. 51 webpagetest.org
  • 52. 52 webpagetest.org
  • 53. 53 IT DOESN’T HAVE TO BE THAT COMPLICATED
  • 54. 54 CHANNELS: B- 1.  Paid: Too little 2.  Earned: Too spammy 3.  Owned: …
  • 55. 55 OTHER STUFF 1.  Products 2.  Audience 3.  History
  • 56. 56 PRODUCTS
  • 57. 57 AUDIENCE 1.  $450k average income 2.  Owns their home 3.  No kids at home
  • 58. 58 AUDIENCE 1.  Likes BSG 2.  Owns a brown coat 3.  Drives a Tesla
  • 59. 59 HISTORY
  • 60. 60 HISTORY 1.  .5% conversion rate 2.  Avg customer worth $500,000
  • 61. 61 OPPORTUNITIES?
  • 62. 6262 THE PROCESS 1.  Inventory 2.  Goal setting 3.  Diagnostics 4.  Strategy
  • 63. 63
  • 64. 64
  • 65. 65 33% REVENUE GROWTH MAINTAIN MARGIN
  • 66. 66 webpagetest.org
  • 67. 6767 BUT NOW YOU KNOW WHAT IT WILL TAKE
  • 68. 68 .5% CONVERSION RATE $500K/CUSTOMER
  • 69. 69 I NEED 400 CUSTOMERS/YEAR 80,000 UNIQUE VISITORS
  • 70. 70 OR HIGHER CONVERSION RATES
  • 71. 71 OR HIGHER CUSTOMER VALUE
  • 72. 72 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
  • 73. 73 OR HIGHER CUSTOMER VALUE OKEE DOKEY
  • 74. 7474 THE PROCESS 1.  Inventory 2.  Goal setting 3.  Diagnostics: Factors 4.  Strategy
  • 75. 7575 WHAT’S WORKING?
  • 76. 7676 ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MICRO-CONVERSIONS ARE
  • 77. 7777 ATTRIBUTE VALUE TO EACH FACTOR MICRO-CONVERSIONS
  • 78. 7878 THEY ARE WHAT HAPPENS
  • 79. 7979 MICRO-CONVERSIONS 1.  Visitors who share content are 3x more likely to buy 2.  Visitors who register are 5x more likely to buy 3.  Visitors looking at 5+ pages/visit are 3x more likely
  • 80. 8080 VISITOR VALUE .5% conversion rate $500,000 average sale One visitor = $2,500
  • 81. 8181 MICRO-CONVERSIONS 1.  Visitors who share content = $7,500 2.  Visitors who register = $12,500 3.  Visitors w/ 5+ pageviews = $7,500
  • 82. 8282 ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MINIMUM THRESHOLDS
  • 83. 8383 THEY ARE WHY MICRO- CONVERSIONS HAPPEN
  • 84. 8484 LOOK CLOSELY AT THE INVENTORY
  • 85. 8585 MICRO-CONVERSIONS 1.  Visitors who share content are 3x more likely to buy 2.  Visitors who register are 5x more likely to buy 3.  Visitors looking at 5+ pages/visit are 3x more likely
  • 86. 8686 VISITORS LOOK AT 5+ PAGES WHEN 1.  Infrastructure: Pages load in under 3s 2.  Content: Page mentions safety 3.  Earned and Paid: Visitor likes Battlestar Galactica
  • 87. 8787 PEOPLE SHARE CONTENT WHEN 1.  Infrastructure: Pages load in under 3s 2.  Content: Page mentions safety 3.  Content: Page includes a cool destination image
  • 88. 88 INFRASTRUCTURE: 1 big issue x 2 ANALYTICS CONTENT: 1 action to take x 1, 1 x 2 PAID EARNED OWNED
  • 89. 89 INFRASTRUCTURE: 1 big issue x 2 ANALYTICS CONTENT: 1 action to take x 1, 1 x 2 PAID EARNED OWNED Good and bad percolate up
  • 90. 9090 THE PROCESS 1.  Inventory 2.  Goal setting 3.  Diagnostics: Factors 4.  Strategy
  • 91. 91 PONDER FOR A BIT
  • 92. 9292 GOAL: 33% REVENUE GROWTH, SAME MARGIN
  • 93. 9393 FACTORS: WHY DO PEOPLE CONVERT?
  • 94. 9494 1.  People really like it when we talk safety 2.  They like a site that works well 3.  They tend to be older (cough)
  • 95. 9595 WHAT HAS TO HAPPEN TO GET THOSE CONVERSIONS?
  • 96. 9696 1.  Faster site 2.  More discussions of safety 3.  Target homeowners with no kids at home… 4.  …and income of $450k or more
  • 97. 9797 More visitors would be helpful, too.
  • 98. 9898 WHAT NEEDS TO CHANGE TO MEET THOSE CONDITIONS?
  • 99. 9999 NOW GET TACTICAL
  • 100. 100100 INFRASTRUCTURE STUFF 1.  Speed 2.  Move to dedicated hosting 3.  Set up monitoring
  • 101. 101101 CONTENT STUFF 1.  Reduce grade level 2.  More about safety 3.  More images of destinations 4.  Talk about Battlestar Galactica
  • 102. 102102 …AND SO ON.
  • 103. 103103 ATTACH VALUE “Infrastructure changes will improve site speed. That can triple likelihood of conversion. With current traffic that means…”
  • 104. 104104 WHAT ELSE?
  • 105. 105105 WHAT I NEVER MENTIONED
  • 106. 106106 KEYWORDS
  • 107. 107107 POSTS/WEEK
  • 108. 108108 FOLLOWERS
  • 109. 109 MWAHAHAHAHA I AM NOT A VENDOR!!!!
  • 110. 110110 SELLING IT TO THE BOSS I HIRED YOU TO TWEET
  • 111. 111111 UNDERHANDED TRICKS
  • 112. 112 INFRASTRUCTURE: 1 big issue x 2 ANALYTICS CONTENT: 1 action to take x 1, 1 x 2 PAID EARNED OWNED Good and bad percolate up
  • 113. 113 webpagetest.org oh god stop stop the pain too much stop
  • 114. 114114 THAT CLIENT…?
  • 115. 115115 STILL FIRED US
  • 116. 116116 BUT CHANGE HAPPENS
  • 117. 117117 AGENCY OF RECORD, ANYONE?
  • 118. 118118 VP OF MARKETING, ANYONE?
  • 119. 119 The leading interactive internet marketing agency HAND-WAVY CONTENT IDEATION STUFF OPEN FIRE Ian Lurie @portentint www.portent.com (METAPHORICALLY SPEAKING) portent.co/onetrickpony