SlideShare a Scribd company logo
Rand Fishkin
http://bit.ly/secretingredients
SOURCE: 98% of Americans Distrust the Internet (Harris Interactive)
SOURCE: 98% of Americans Distrust the Internet
SOURCE: 98% of Americans Distrust the Internet
SOURCE: 98% of Americans Distrust the Internet
SOURCE: Display Advertising Clickthrough Rates
SOURCE: Display Advertising Clickthrough Rates
SOURCE: Box Office Mojo (#8 on the worst wide release openings of all time)
SOURCE: Dejan SEO
SOURCES: Domain Biasing of Search Results and Rel Author Boosts CTR
SOURCE: How Loading Time Affects Your Bottom Line
SOURCE: Google Analytics
SOURCE: The Big Problem of Ad Fatigue
SOURCE: Google Analytics
SOURCE: Fournaise Marketing Group Survey
SOURCE: Forrester Research Digital Media Buying Forecast
SOURCE: Fiverr SEO & Link Building Services
- George Orwell
http://www.fullcontact.com/developer/howitworks/
http://www.fullcontact.com/privacy/
https://twitter.com/HuffPoSpoilers
SOURCE: Folyo Design Costs Survey Data
- Louis C.K.
SOURCE: Maptia
SOURCE: Maptia
SOURCE: Shutterstock’s Mod Men
SOURCE: Shutterstock’s Mod Men
SOURCE: Speckyboy.com
- Lao Tzu
http://www.minted.com/greet
SOURCE: Macklemore’s Facebook Page
SOURCE: Patagonia’s Footprint Chronicles
SOURCE: An email Elizabeth sent me on the first day of Mozcon
Easy Pass Paris’ Twitter Account
≠
SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
SOURCES: Betabrand’s Favorites and Hoodiegate from AdWeek
SOURCE: Nathaniel Burney’s Illustrated Guides to Law
- Roger Ebert
SOURCE: http://slid.es/
SOURCE: HelloSign
For more on using Autocomplete, check out SEER Interactive’s Autocomplete Keyword Research Tips
SOURCE: Reddit.com
SOURCE: Reddit.com
SOURCE: Mailchimp’s Email Benchmarks
SOURCE: Swissotel’s Ultimate Guide to Worldwide Etiquette
SOURCE: Kyle Rush
SOURCE: Kyle Rush
- Ella Wheeler Wilcox
SOURCE: When Publishers Invest in Long-Form Content
SOURCE: Australia Tourism’s Best Job in the World Campaign
SOURCE: Australia Tourism’s Best Job in the World Campaign
SOURCE: Australia Tourism’s Best Job in the World Campaign
Rand Fishkin
http://bit.ly/secretingredients

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Secret Ingredients of Better Marketing

Editor's Notes

  1. I thought this slide would serve as a good break. I’ll just stay quiet and let the audience read it.
  2. I thought this email pitch would be a good match for myopic web marketing (it’s all about them, nothing about any value to our audience or our blog)
  3. Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  4. Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  5. Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  6. Can we include the other stats below by changing the text and the amount the finger is filled up?Reasons Americans distrust information on the Internet include:Too many ads – 59%Outdated information – 56%Information is self-promotional – 53%
  7. Consumers distrust web marketing: http://mashable.com/2012/07/19/americans-distrust-the-internet/CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.articleAnd yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) Ad visibility and clickthrough is atrocious: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ (see also http://www.digiday.com/publishers/15-alarming-stats-about-banner-ads/)Web users are obsessed with finding what they want insanely fast: http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.htmlMobile users doubly so: http://www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841 and http://raadafyouni.tumblr.com/post/18718462434/the-big-problem-of-ad-fatigue-infographic
  8. Consumers distrust web marketing: http://mashable.com/2012/07/19/americans-distrust-the-internet/CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.articleAnd yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) Ad visibility and clickthrough is atrocious: http://www.smartinsights.com/internet-advertising/internet-advertising-analytics/display-advertising-clickthrough-rates/ (see also http://www.digiday.com/publishers/15-alarming-stats-about-banner-ads/)Web users are obsessed with finding what they want insanely fast: http://www.nytimes.com/2012/03/01/technology/impatient-web-users-flee-slow-loading-sites.htmlMobile users doubly so: http://www.emarketer.com/Article/How-Do-Internet-Users-Divvy-Up-Their-Desktop-Mobile-Web-Time/1009841 and http://raadafyouni.tumblr.com/post/18718462434/the-big-problem-of-ad-fatigue-infographic
  9. I want to compare the average clickthrough rates vs. the considered clicks people make today (like the Yelp/Urbanspoon example from the Nudge deck).
  10. Can we recreate the “nudge” deck style effects here?
  11. The image looks a bit fuzzy. Any chance we can sharpen?
  12. CEOs say they've lost faith in marketers: http://www.marketingweek.co.uk/news/70-of-ceos-have-lost-trust-in-marketers/4004785.article
  13. And yet they continue to put budget toward low ROI channels: http://www.offremedia.com/media/deliacms/media/1192/119210-f51da9.pdf (see graph page 2 showing spend on display) 
  14. Don’t want to use the Free Beer/Topless Advertising.
  15. Pullout of $2.67mm dollar figure is too blurry/grainy. Can we fix that?
  16. Pullout of $2.67mm dollar figure is too blurry/grainy. Can we fix that?
  17. Can we include some pullouts of great tweets from the account? E.g. https://twitter.com/HuffPoSpoilers/status/338100020492521473 and https://twitter.com/HuffPoSpoilers/status/335542274274512896
  18. Feel free to modify the slide to make it work. I’m obviously a design layout amateur!
  19. Before we show the tactics, can we pull the map and some examples from http://blog.maptia.com/manifesto#manifesto-posts showing that others have adopted this
  20. Before we show the tactics, can we pull the map and some examples from http://blog.maptia.com/manifesto#manifesto-posts showing that others have adopted this
  21. Let’s use only three of the example pictures from the post, then show the page metrics from OSE (the blue bar above), then remove the blue bar and show the tactics callouts.
  22. Let’s use only three of the example pictures from the post, then show the page metrics from OSE (the blue bar above), then remove the blue bar and show the tactics callouts.
  23. Need to add the source here: http://speckyboy.com/2009/03/16/39-creative-lego-advertisements-creativty-without-bricks/
  24. Can we use the Lao Tzu quote on the spiderman window cleaner slide? No need to transition.
  25. Don’t want to use the Free Beer/Topless Advertising.
  26. Feel free to make this look nicer 
  27. Feel free to take better screenshots from the site
  28. Feel free to make this look nicer 
  29. Can we fade out the pizza shots at the end and show the original Reddit thread? Also need to link to that as the source (http://www.reddit.com/r/food/comments/175k4p/the_easiest_and_best_pizza_recipe_i_know_noknead/)
  30. Can we fade out the pizza shots at the end and show the original Reddit thread? Also need to link to that as the source (http://www.reddit.com/r/food/comments/175k4p/the_easiest_and_best_pizza_recipe_i_know_noknead/)
  31. This is the only slide missing. I just need to find one more great example…
  32. Let’s use a scrrenshot of the winner, Ben, (http://blog.queensland.com/best-job-ben/) when we go to the second tactic.
  33. Let’s use a scrrenshot of the winner, Ben, (http://blog.queensland.com/best-job-ben/) when we go to the second tactic.