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Four Simple Rules For Kick-Ass Digital Marketing

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Digital marketing seems like an endless list of tactics and tricks. In many ways it is. You can prioritize and choose by following four simple rules. Read on to learn how.

Published in: Marketing
  • Excellent framework for considering each tactic...and easy to explain to clients too! Thanks
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Four Simple Rules For Kick-Ass Digital Marketing

  1. DISTANCEFROMPERFECTFOURRULESFORKICK-ASSDIGITALMARKETING
  2. CEO, PORTENT portent.com @portentint ian@portent.com ME
  3. Ian’sPlumbing
  4. AAAIan’sPlumbing
  5. AAAAAAAAIan’sPlumbing
  6. HERECOMESTHEINTERNET
  7. HERECOMESTHEINTERNET
  8. HERECOMESTHEINTERNET
  9. HERECOMESTHEINTERNET
  10. LOTSOFLITTLETHINGSTODO LOADSPEED RENDERINGTIME IMAGECOLOR IMAGESIZE CONVERSIONS KEYPHRASEONPAGE GRADELEVEL VIEWS LIKES FAVORITES REVIEWS TYPOGRAPHY SYMBOLS RESPONSIVEDESIGN STRUCTUREDDATA HTTPS RESPONSECODES BROKENLINKS GRAMMAR UNIQUENESS PAGESTRUCTURE KEYPHRASEINTITLETAG APPROVEDSTORE LINKS CITES LOCATIONS AGE DOMAINNAME HOSTINGLOCATION CLICKTHRU SPELLING SITEMAP USEREXPERIENCE USERINTERFACE INFORMATIONARCHITECTURE
  11. Buyourrunningshoes.They’rethebest runningshoesyou’llfind.Wehavepinkrunning shoes,brownrunningshoesandrunningshoes thathelpyourun.They’reshoes.Forrunning. SILLINESSCOMMENCES
  12. AAAAAAAAIan’sPlumbing ANDWE’RERIGHTBACKHERE
  13. WENEEDFUTURE-PROOFCLARITY FORALLDIGITALMARKETING
  14. SOMETHINGTHAT JUSTMAKESSENSE
  15. HASN’TCHANGEDMUCH
  16. (SORTOF)MAKESSENSE
  17. PERFECT
  18. MASSIVELYIMPERFECT you’ll remember me. in your nightmares.
  19. IT’SPROGRAMMEDINTOUS MIGHTEATUS
  20. IT’SPROGRAMMEDINTOUS BADTOEAT
  21. JUSTWRONG
  22. THE HUMAN BRAIN MEASURES DISTANCEFROMPERFECT
  23. THECUSTOMER’SVERYFIRSTQUESTION:SHOULDIBEWORRIED?
  24. HIGH VALUE = LOW DISTANCE FROM PERFECT i am near perfect. I am therefore valuable. NOWORRIES
  25. LOW VALUE = HIGH DISTANCE FROM PERFECT WORRIES
  26. GOOGLE MEASURES DISTANCEFROMPERFECT I WILL $#%!! YOU UP
  27. GOOGLE MEASURES DISTANCEFROMPERFECT
  28. FACEBOOK MEASURES DISTANCEFROMPERFECT
  29. INSTAGRAM MEASURES DISTANCEFROMPERFECT
  30. TWITTER MEASURES DISTANCEFROMPERFECT
  31. THEY’RETRYINGTOEMULATETHIS
  32. SOASKYOURSELF WILLTHISTACTICBRINGMECLOSERTOPERFECT?
  33. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  34. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  35. Howmuchisthere? Howmuchcanwereduceit?
  36. TELLINGYOURUSERSWHATTO DONEXTREDUCESFRICTION
  37. ICAN’TBUYANYTHING THAT’SALOTOFFRICTION
  38. chow time!
  39. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  40. Whyisthishere? Whatpurposedoesitserve?
  41. WHYDOTHIS?
  42. WHYDOTHIS?
  43. WHYDOTHIS?
  44. WHYDOTHIS?
  45. AAUUUGGHHH MY EYES. THERE’S NO REASON FOR THIS AT ALL. ZERO. ZILCH.
  46. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  47. Willthishelpmeinmorethanoneway?
  48. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE
  49. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE (SPEND HERE FIRST)
  50. PAID EARNED OWNED CONTENT ANALYTICS (MEASUREMENT MATTERS) INFRASTRUCTURE
  51. PAID EARNED OWNED CONTENT (IT’S ALL CONTENT) ANALYTICS INFRASTRUCTURE
  52. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE
  53. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE
  54. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE
  55. Doesafastersitegetmemultiplewins?
  56. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þ þ þ þþþ
  57. Willbetterproductcopygetmemultiplewins?
  58. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þ þþþ
  59. Willbetteradsgetmemultiplewins?
  60. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þ þþ
  61. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  62. Howmuch$$$?
  63. Howmuchtime?
  64. Howmuchtherapy?
  65. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  66. TIMETOGETTACTICAL
  67. Willrewritingtitletagsmovemeclosertoperfect?
  68. FRICTION? “Buytoysportscars”
  69. ALOTOFFRICTION Iwanttorankfor“ToyMaserati”
  70. WHY?HMMMM…
  71. OH,ANDONAMAZON?
  72. MERCHANTWORDS.COM
  73. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE o ONEGIANTWIN–ONESMALLWIN þ þ o oo
  74. Ifminimalcost…
  75. DONE
  76. Willwriting50blogpostsmovemeclosertoperfect?
  77. Mayincreasefriction I WILL $#%!! YOU UP
  78. Canyouanswer“why?” (“Why”can’tbe“rankings”)
  79. “Why”shouldbe “Mycustomerswantinformationabout…”
  80. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE DONEWRONG:MULTIPLELOSSES
  81. Cost:Yougetwhatyoupayfor
  82. PROCEEDWITHCAUTION
  83. Willeditingmovemeclosertoperfect?
  84. LOTSOFFRICTION
  85. Easy‘why’ Betterwritingbuildstrust&brand
  86. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þþ o MULTIPLEWINS þ þ o
  87. Cost:Minimal
  88. HEMINGWAYAPP.COM
  89. HEMINGWAYAPP.COM
  90. GRAMMARLY
  91. GRAMMARLY
  92. DONE
  93. Willbuildingacontentsubscriberlist movemeclosertoperfect?
  94. FRICTION? “WheredidIseethatcoolarticle?”
  95. WHY? “Oh!That’swhereIsawit.Andhere’sanotherone.”
  96. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE o LOTSOFWINSOVERTIME þ þ o þ þ
  97. Cost:Moderate
  98. DONE
  99. Willbetterimagecompressionmovemeclosertoperfect?
  100. WHY? $- $10.00 $20.00 $30.00 1 2 3 4 5 6 7 8 9 Loadtime(seconds) Page Value vs. Load Time WHY
  101. LOTSOFFRICTION
  102. Cost:Low-High
  103. Doityourself=lowcost
  104. GOOGLEPAGESPEED http://portent.co/gspeed-dfp
  105. DOWNLOADIMAGESRIGHTFROMPAGESPEED
  106. But,evenbetter…
  107. 64kb jpg 700kb png i’m back hahahahaha!!! Boo!!!! hahahah!!!! USETHERIGHTFORMAT
  108. IMAGEOPTIM(OSX)
  109. 1.1 megabytes
  110. 227kb
  111. CAESIUM(Windows)
  112. 97kb
  113. 97kb 210kb 210kb
  114. 97kb
  115. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þþ MULTIPLEHUMUNGOUSWINS þ þ þ þ
  116. DONE
  117. Willtargetingmyaudiencemovemeclosertoperfect?
  118. NO‘WHY’
  119. NO‘WHY’
  120. NO‘WHY’
  121. CLEAR‘WHY’-TARGETING
  122. COST:LOW
  123. COST:LOW
  124. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þþ o o o þ MULTIPLEWINS
  125. DONE
  126. Willpaidsocialmediamovemeclosertoperfect?
  127. NOEXISTINGFRICTION
  128. GREAT‘WHY’
  129. COST–WHATEVERYOUWANT
  130. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þ þ þ þ o o LOTSOFBIGWINS
  131. DONE
  132. Willcontentformattingmovemeclosertoperfect?
  133. MODERATEFRICTION
  134. STRONG‘WHY’–BETTERREADABILITY
  135. MODERATE/HIGHCOST
  136. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE o þ þþ o o SOMEMODERATEWINS
  137. MAYBETESTON1-2PAGESFIRST
  138. Willmigratingmovemeclosertoperfect?
  139. FRICTION?
  140. WHY?
  141. VERYHIGHCOST
  142. PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE þ þþo þ þ LOTSOFWINS
  143. IDUNNO
  144. ASKYOURSELF WILLTHISTACTICBRINGMECLOSERTOPERFECT?
  145. LOOKATFRICTION ASKWHY LOOKFORMULTIPLEWINS LOOKATCOST
  146. 3E6699 yawn
  147. 3E6699 COULDN’T YOU JUST GIVE ME THE LIST?
  148. THELISTALWAYSCHANGES!
  149. THISISFUTUREPROOF
  150. AAAAAAAAIan’sPlumbing NOMORETHIS
  151. JUSTTHIS
  152. Ian Lurie @portentint www.portent.com These slides: http://portent.co/scoedfp SMALL, UNMARKED BILLS ONLY

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