0
1
The leading interactive internet marketing agency
HAND-WAVY
CONTENT IDEATION
STUFF
ONE TRICK
PONIES GET
SHOTSTRATEGY, TH...
2
Chairman & Principal Consultant
3
portent.co/onetrickpony
Yes, like this, no ‘m’.
44
I GOT
FIRED
55
MY PROJECT WAS BROUGHT TO AN ABRUPT END
sounds better, includes in-house
66
THE 3 STAGES OF GRIEF
77
J
hey, no worries, we did
great work together, i
understand. you can hire
us again when you leave
that dump hehehehehe...
88
J
we did great work
together. they can hire
us again when they
leave that dump
hehehehehe.
RATIONALIZATION
99
L
what the
hell?!!!
FRUSTRATION
1010
I DID A SURVEY
1111
5% OF MARKETERS SAID THEIR PROJECTS CAME TO AN
ABRUPT END BECAUSE OF POOR WORK
1212
75% OF CLIENTS/BOSSES SAID POOR WORK BROUGHT
PROJECTS TO AN ABRUPT END
1313
Client or boss
You’re fired!
I got fired!
Marketer
1414
check out the
nostril flare!
1515
CHECK OUT THE
SEO!!!!
1616
CHECK OUT THE
PPC!!!!
1717
CHECK OUT THE
CONTENT!!!!
18
19
2020
CHECK OUT THE
social!!!!
21
roi or bust, man
22
Time
PerceivedValue
"You guys rock! I'm referring you to every colleague I have!"
"Can you send me a breakdown "Can we ...
2323
IAN’S LAW OF DIMINISHING RETURNS
ALL TACTICS LOSE VALUE OVER TIME
SO WE ALL BECOME VENDORS
24
i'm a vendor?!!!
nooooooooo...
2525
TACTICIANS BECOME
VENDORS
2626
VENDORS REACH AN
ABRUPT END
2727
STRATEGISTS BECOME
VALUABLE
28
i suspect he means
it's time to think
strategically
2929
STRATEGY ≠ A TITLE
30
$40,000 please
STRATEGISTS BECOME
NO
3131
DIGITAL STRATEGY:
A plan of action designed to achieve a major business
goal, by connecting marketing factors to a bu...
3232
A PLAN, NOT A GOAL
The goal is what you’re after
3333
FACTORS
Things that lead to other good things
3434
METRICS
Help you find and measure the factors
3535
THE THREE BASIC GOALS
1.  Value
2.  Profit
3.  Victory
3636
THE PROCESS
1.  See what you’ve got
2.  Set goals
3.  See what works (and why)
4.  Strategy
3737
THE PROCESS
1.  Inventory
2.  Goal setting
3.  Diagnostics
4.  Strategy
3838
THE MARKETING
STACK
39
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
40
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Good and bad percolate up
41
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Customers percolate down
4242
THE MARKETING
STRATEGY
4343
OH, AND DON’T FORGET
STRATEGYWEEEEEEEEEE
LURIE SPACE TOURISM
4444
THE PROCESS
1.  Inventory
2.  Goal setting
3.  Diagnostics
4.  Strategy
45
INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
46
INFRASTRUCTURE: F+
1.  8s load time
2.  354 ‘404’ errors
3.  Crashes
47
webpagetest.org
48
COMPETITIVE ANALYSIS IS VERY PERSUASIVE
49
ANALYTICS: A-
1.  Conversion tracking
2.  E-mail analytics
3.  No events/scroll/business analytics
50
CONTENT: D-----
1.  Trip descriptions
2.  Cut-and-paste
3.  14th grade level
51
webpagetest.org
52
webpagetest.org
53
IT DOESN’T HAVE TO BE THAT COMPLICATED
54
CHANNELS: B-
1.  Paid: Too little
2.  Earned: Too spammy
3.  Owned: …
55
OTHER STUFF
1.  Products
2.  Audience
3.  History
56
PRODUCTS
57
AUDIENCE
1.  $450k average income
2.  Owns their home
3.  No kids at home
58
AUDIENCE
1.  Likes BSG
2.  Owns a brown coat
3.  Drives a Tesla
59
HISTORY
60
HISTORY
1.  .5% conversion rate
2.  Avg customer worth $500,000
61
OPPORTUNITIES?
6262
THE PROCESS
1.  Inventory
2.  Goal setting
3.  Diagnostics
4.  Strategy
63
64
65
33% REVENUE GROWTH
MAINTAIN MARGIN
66
webpagetest.org
6767
BUT NOW YOU KNOW
WHAT IT WILL TAKE
68
.5% CONVERSION RATE
$500K/CUSTOMER
69
I NEED 400 CUSTOMERS/YEAR
80,000 UNIQUE VISITORS
70
OR HIGHER CONVERSION RATES
71
OR HIGHER CUSTOMER VALUE
72
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
73
OR HIGHER CUSTOMER VALUE
OKEE DOKEY
7474
THE PROCESS
1.  Inventory
2.  Goal setting
3.  Diagnostics: Factors
4.  Strategy
7575
WHAT’S WORKING?
7676
ACTIONS TAKEN THAT POSITIVELY
AFFECT THE CORE GOAL
MICRO-CONVERSIONS ARE
7777
ATTRIBUTE VALUE
TO EACH FACTOR
MICRO-CONVERSIONS
7878
THEY ARE
WHAT HAPPENS
7979
MICRO-CONVERSIONS
1.  Visitors who share content are 3x more likely to buy
2.  Visitors who register are 5x more like...
8080
VISITOR VALUE
.5% conversion rate
$500,000 average sale
One visitor = $2,500
8181
MICRO-CONVERSIONS
1.  Visitors who share content = $7,500
2.  Visitors who register = $12,500
3.  Visitors w/ 5+ page...
8282
ACTIONS TAKEN THAT POSITIVELY
AFFECT THE CORE GOAL
MINIMUM THRESHOLDS
8383
THEY ARE WHY MICRO-
CONVERSIONS HAPPEN
8484
LOOK CLOSELY AT THE INVENTORY
8585
MICRO-CONVERSIONS
1.  Visitors who share content are 3x more likely to buy
2.  Visitors who register are 5x more like...
8686
VISITORS LOOK AT 5+ PAGES WHEN
1.  Infrastructure: Pages load in under 3s
2.  Content: Page mentions safety
3.  Earne...
8787
PEOPLE SHARE CONTENT WHEN
1.  Infrastructure: Pages load in under 3s
2.  Content: Page mentions safety
3.  Content: P...
88
INFRASTRUCTURE: 1 big issue x 2
ANALYTICS
CONTENT: 1 action to take x 1, 1 x 2
PAID EARNED OWNED
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...
9090
THE PROCESS
1.  Inventory
2.  Goal setting
3.  Diagnostics: Factors
4.  Strategy
91
PONDER FOR A BIT
9292
GOAL: 33% REVENUE GROWTH, SAME MARGIN
9393
FACTORS: WHY DO PEOPLE CONVERT?
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)
9595
WHAT HAS TO HAPPEN TO GET
THOSE CONVERSIONS?
9696
1.  Faster site
2.  More discussions of safety
3.  Target homeowners with no kids at home…
4.  …and income of $450k o...
9797
More visitors would be helpful, too.
9898
WHAT NEEDS TO CHANGE
TO MEET THOSE CONDITIONS?
9999
NOW GET
TACTICAL
100100
INFRASTRUCTURE STUFF
1.  Speed
2.  Move to dedicated hosting
3.  Set up monitoring
101101
CONTENT STUFF
1.  Reduce grade level
2.  More about safety
3.  More images of destinations
4.  Talk about Battlesta...
102102
…AND SO ON.
103103
ATTACH VALUE
“Infrastructure changes will improve site speed. That
can triple likelihood of conversion. With curren...
104104
WHAT ELSE?
105105
WHAT I NEVER
MENTIONED
106106
KEYWORDS
107107
POSTS/WEEK
108108
FOLLOWERS
109
MWAHAHAHAHA I AM
NOT A VENDOR!!!!
110110
SELLING IT TO THE BOSS
I HIRED YOU TO
TWEET
111111
UNDERHANDED TRICKS
112
INFRASTRUCTURE: 1 big issue x 2
ANALYTICS
CONTENT: 1 action to take x 1, 1 x 2
PAID EARNED OWNED
Good and bad percolat...
113
webpagetest.org
oh god stop stop
the pain too much
stop
114114
THAT CLIENT…?
115115
STILL FIRED US
116116
BUT CHANGE HAPPENS
117117
AGENCY OF RECORD, ANYONE?
118118
VP OF MARKETING, ANYONE?
119
The leading interactive internet marketing agency
HAND-WAVY
CONTENT IDEATION
STUFF
OPEN FIRE
Ian Lurie
@portentint
www...
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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 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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Transcript of "One Trick Ponies Get Shot: Doing Digital Marketing Right"

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