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Strategic Web Marketing

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How to move beyond tactics & channels to build a web marketing practice that's vision-driven, effective, and measurable.

Published in: Technology, Business
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Strategic Web Marketing

  1. Strategic Web MarketingDownload this slide deck: http://bit.ly/strategytimeyoBy Rand FishkinHow to move beyond tactics & channels to build a vision-based, effective, and measurable marketing machine.
  2. We get lost inthe channels
  3. We get lost inthe visits
  4. We get lost in theconversion rate
  5. We forget thatwithout acompelling, cohesive story
  6. We forget thatwithout acompelling,cohesive storyOne that’stold here
  7. We forget thatwithout acompelling, cohesive storyOne that’stold hereAnd here
  8. We forget thatwithout acompelling,cohesive storyOne that’stold hereAnd hereAnd here
  9. We forget thatwithout acompelling,cohesive storyOne that’stold hereAnd hereAnd hereAnd here
  10. We forget thatwithout acompelling, cohesive storyOne that’stold hereAnd hereAnd hereAnd hereAnd here
  11. We forget thatwithout acompelling,cohesive storyOne that’stold hereAnd hereAnd hereAnd hereAnd hereAnd here
  12. None of this isgoing to work.
  13. Before We Create a Strategy, We NeedSome Answers to the Big Questions.
  14. What’s OurMission?Maptia‟s Manifesto: http://blog.maptia.com/manifesto
  15. What’s OurVision?Create the most compelling car company of the21st century by driving the world‟s transition toelectric vehicles- Tesla Motors Company VisionVia Tesla‟s 2011 Annual Report
  16. What Are OurCore Values?Moz‟s Core Values: TAGFEE
  17. Seems like fluff?
  18. Seems like fluff? It’s not.
  19. Seems like fluff? It’s not. Here’s why.
  20. http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.htmlWatch from 2:05 – 4:40
  21. Now We Can Ask the TraditionalMarketing Strategy Questions:
  22. Who Are We Trying to Reach?Personas are one way to help define a target audience. Image via Creative Applicationsfor MIT. More on personas for search marketing from Mike King.
  23. Where Can We Best Reach This Audience?Users: 343mm 1.1B+ 250mm 225mm 33mmUsers: 25mm 43mm 517mm 170mm 48mmThe above shows only social networks (good collection of stat sources), but every channelshould be considered in this mix – search, email, ads, partnerships, events, etc.
  24. What is Our Unique Value Proposition?The SaaS business intelligence firm GoodData explains what‟s uniquely valuable abouttheir software through a nicely visual, easy-to-understand, How It Works page.
  25. What is the Narrative We’re Telling?
  26. The first few turns of the flywheel are hard, but over time, momentum builds, and turning thewheel becomes easier. In marketing, the momentum of a high quality score in AdWords, ora growing Twitter account, or a blog w/ passionate subscribers can be that flywheel.How Do We Build a Flywheel?
  27. Now We Can Have a RealMarketing Strategy.
  28. 10 Tips
  29. #1: Choose Channels Your Competition IgnoresGoogle+ is often mocked for being a “ghost town,” but many smart, early-adopter brands(like ASUS) see higher engagement here than on Twitter or Facebook!
  30. #2: Be An Early Adopter; Not an Early AbandonerDespite the massive growth of social media & mobile apps and the media narrative ofthese eclipsing search, both mobile and desktop queries continue to rise dramatically.
  31. #3: Infuse Your Marketing with Your Culture & ValuesBetabrand takes on the boring, hyper-competitive field of men‟s clothing byinfusing their trademark style, creativity, & humor in their products and marketing.
  32. #4: Create a Customized, Internal, Dynamic FunnelThis funnel comes via Moz‟s internal tracking system, called “Gizmo,” that shows a ton of criticaldata about how our business metrics work. We then tie these to marketing KPIs via Excel.
  33. #5: When Measuring, Look at 3 Key AreasWhiteboard Friday on getting to the right metrics.
  34. #5: When Measuring, Look at 3 Key AreasWhiteboard Friday on getting to the right metrics.Note: these are justexamples. Youshould choose theright metrics basedon your marketingcampaigns & goals.
  35. #6: Track All Your Data Against the Following
  36. #7: Be Cautious With Multi-Channel AttributionGoogle Analytics offers some very cool multi-channel attribution features, but unless youhave sophisticated ways to analyze and the discipline to turn off channels to measuretheir contributions, the takeaways can be tough (or worse, misleading).
  37. #8: Stay Vigilant for Fluency Biases that Harm MarketingWhat sobriety conceals,alcohol unmasks.What sobriety conceals,alcohol reveals.
  38. #8: Stay Vigilant for Fluency Biases that Harm MarketingWhat sobriety conceals,alcohol unmasks.What sobriety conceals,alcohol reveals.Why do more peoplebelieve this one to be true?When asked to evaluate the truthfulness of these statements, test subjects were dramaticallymore likely to say the rhyming statement (in green) is true. This is called the “rhyme as reasonbias” and is just one of many cognitive biases based around processing fluency.
  39. #8: Stay Vigilant for Fluency Biases that Harm MarketingDomain NamesMarketing SlogansWebsite UXStock Ticker SymbolsVisual DesignEase of Product UseLength of Learning CurveConsistencyProcessing fluency is the same set of principles that make us more likely to trust aestheticallybeautiful design and to interpret misspellings or poor grammar as signals of low quality.
  40. #9: Speed Impacts Everything (way more than is fair)Via: the NYTimes article „Impatient Web Users Flee Slow-Loading Sites‟
  41. #10: Hire the Right People. Empower them the Right Ways.Even in (perhaps especially in) the most demanding teams and jobs, hire for cultural fit overcompetence fit. Long-term, shared values, the ability to work well together, and a sharedmission will trump
  42. #10: Hire the Right People. Empower them the Right Ways.People are happy in their work when they have autonomy, mastery, and purpose. If peoplemanagers are the only ones who have those opportunities, individual contributors will fail.More: If Management is the Only Way Up, We‟re All F‟d.
  43. #10: Hire the Right People. Empower them the Right Ways.People are happy in their work when they have autonomy, mastery, and purpose. If peoplemanagers are the only ones who have those opportunities, individual contributors will fail.More: If Management is the Only Way Up, We‟re All F‟d.
  44. #10: Hire the Right People. Empower them the Right Ways.People are happy in their work when they have autonomy, mastery, and purpose. If peoplemanagers are the only ones who have those opportunities, individual contributors will fail.More: If Management is the Only Way Up, We‟re All F‟d.Team members at the same level should havesimilar levels of responsibility, salary, and influence.
  45. Download this slide deck: http://bit.ly/strategytimeyoLearn more at Rand‟s blog: http://moz.com/randTweet & ask questions: @randfishEmail me: Rand@Moz.com

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