Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
MARKETINGASWORLDBUILDING
AFRAMEWORKFORCUSTOMERSTORYTELLING
Me:@portentint
Sarcasticmarketersince1995
Nothingbutlove
I just sold my company
!"#$%&'%('%
No
NO
!"#$%&'%('%
YES
WHEREITSTARTS
THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLINGTHEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING
those were
some good
times
WHENSTORYTEL...
!"#$%&'%('%!"#$%&'%('%
!"#$%&'%('%
E-MAIL?STILLEASY
!"#$%&'%('%
EARLYSEARCHWASEASY
Buyourrunningshoes.They’rethebest
runningshoesyou’llfind.Wehavepinkrunning
shoes,brownrunningshoesandrunningshoes
thathelp...
I sell homes in Seattle. Seattle real
estate is a great deal right now. Come
see all my Seattle homes on my Seattle
real e...
STORYTELLING
STORYARC,TOPVIEW
STORYARC,TOPVIEW
uh-oh
THENSTORYTELLINGGOTHARDER
BEHONEST
WENOLONGERCONTROL
THEWHEN,THEWHERE
(ORMAYBETHEWHAT)
!"#$%&'%('%!"#$%&'%('%
we no longer
control the story!
Nooooooo...
SILLINESSRESULTS
!"#$%&'%('%
WEALLGOALITTLECRAZY
!"#$%&'%('%
WEALLGOALITTLECRAZY
!"#$%&'%('%
WEALLGOALITTLECRAZY
CONVERSION
WEGOTRANSACTIONAL
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%...
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%...
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
THEUNIVERSEPROBLEM
PEOPLE SEEKING YOUR PRODUCT, RIGHT NO...
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
THEUNIVERSEPROBLEM
$
THERE’SABIGWORLDOUTTHERE
HOWDOWEFIXTHEUNIVERSEPROBLEM?
!"#$%&'%('%!"#$%&'%('%
WITHTHELOVEBOAT
!"#$%&'%('%!"#$%&'%('%
PEOPLEWHOWANTACRUISE
$
!"#$%&'%('%!"#$%&'%('%
PEOPLEWHOWANTTO$#@!
!"#$%&'%('%!"#$%&'%('%
PEOPLEWHOWANTTOVISITCOOLPLACES
!"#$%&'%('%!"#$%&'%('%
PEOPLEWHOWANTTOEATGOODFOOD
!"#$%&'%('%!"#$%&'%('%
PEOPLEWHOWANTTOTAKEABREAK
!"#$%&'%('%!"#$%&'%('%
BEHOLD
!"#$%&'%('%!"#$%&'%('%
$
MULTIPLEENTRYPOINTSTOATRANSACTION
!"#$%&'%('%!"#$%&'%('%
$
TRANSACTIONALWORLDBUILDING
WORLDBUILDINGMEANS
COLLABORATIVESTORYTELLING
BETWEENTHEBRAND&THEAUDIENCE
PLACES
PATHS
PLACES
PATHS
OPTIMIZE
FACILITATE
PLACES
PATHS
OPTIMIZE
FACILITATE
PLACESARENOUNS
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%
EVERYTHING’SAPLACE
ALLPLACESSAYSOMETHING
!"#$%&'%('%!"#$%&'%('%
$
OURS
!"#$%&'%('%!"#$%&'%('%
“WEHELPFINDTHEBESTDEALEVERYWHERE”
!"#$%&'%('%!"#$%&'%('%
“WEHAVEINFORMATION”
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
“WE’REGOINGGREEN”
!"#$%&'%('%!"#$%&'%('%
“HERE’SMORE”
!"#$%&'%('%
YES,SOMEPLACESARETRANSACTIONAL
!"#$%&'%('%
RETARGETING
!"#$%&'%('%!"#$%&'%('%
$
AUDIENCE-CREATED
!"#$%&'%('%
COMMENTS
!"#$%&'%('%
REVIEWS
!"#$%&'%('%
SOCIALPOSTS
ANYTIMEANYONEPOSTSANYTHINGABOUTYOU
ANYTIMEANYONEPOSTSSAYSANYTHINGABOUTYOU
!"#$%&'%('%!"#$%&'%('%
$
ALGORITHMIC
!"#$%&'%('%
LOCAL
!"#$%&'%('%
SEARCHRESULTSAREGETTINGMOREADVANCED
!"#$%&'%('%
ALGORITHMICSOCIAL
!"#$%&'%('%!"#$%&'%('%
DON’TFORGETSHOPPINGSEARCH
MAKESUREYOUARETHERE
MAKESURE“THERE”ISAWESOME
!"#$%&'%('%
SOBEPRESENT
!"#$%&'%('%
GOODPRESENCE=GREATPLACES
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
BADPRESENCE=BADPLACES
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
BADPRESENCE=BADPLACES
!"#$%&'%('%
BADTARGETING=JUSTWEIRD
!"#$%&'%('%
SLOPPYTARGETING
!"#$%&'%('%!"#$%&'%('%
GOODPRESENCE=GREATBRAND
!"#$%&'%('%!"#$%&'%('%
PRESENCEISN’TABOUTYOU
!"#$%&'%('%
$
!"#$%&'%('%
$
PEOPLEWHOKNOWWHATYOUCALLYOURPRODUCT
!"#$%&'%('%!"#$%&'%('%
$
PEOPLEWHOKNOWWHATTHEYCALLYOURPRODUCT
!"#$%&'%('%!"#$%&'%('%
DENIM!JEANS
AUDIENCEAUDIENCE
!"#$%&'%('%
$
!"#$%&'%('%
$
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
!"#$%&'%('%!"#$%&'%('%
$
PEOPLEWITHRELEVANTINTERESTS,QUESTIONS
DISCLAIMER:IT’SNOTJUSTABOUTQUESTIONS
!"#$%&'%('%
QUORA
!"#$%&'%('%
ANSWERTHEPUBLIC.COM
!"#$%&'%('%
“DOINEEDAWARRANTYIFIHAVECARINSURANCE?”
LOOKATTHECOMPARISONS!!!!!!!!
!"#$%&'%('%!"#$%&'%('%
BUZZSUMOQUESTIONSEARCH
!"#$%&'%('%
SEARCHSUGGEST
!"#$%&'%('%
SEARCHSUGGEST
!"#$%&'%('%
SEARCHSUGGEST
!"#$%&'%('%!"#$%&'%('%
PRODUCTQUESTIONS
!"#$%&'%('%!"#$%&'%('%
REDDIT
!"#$%&'%('%
$
!"#$%&'%('%
$
PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
!"#$%&'%('%!"#$%&'%('%
$
PEOPLEREADYTOBUYRELATEDPRODUCTS
!"#$%&'%('%
COLLABORATIVEFILTERING
NOPLACEISBORING
!"#$%&'%('%
THEREISNOBORING
!"#$%&'%('%
!"#$%&'%('%!"#$%&'%('%
THEREISNOBORING
!"#$%&'%('%!"#$%&'%('%
AMAZING
!"#$%&'%('%!"#$%&'%('%
SOCIALRESEARCH&TARGETING
MAKESUREYOUARETHERE
MAKESURE“THERE”ISAWESOME
!"#$%&'%('%!"#$%&'%('%
$
PEOPLE
!"#$%&'%('%
$
!"#$%&'%('%
$
PEOPLEWHOTOLERATELOUSYUX
DOTHELITTLETHINGS
PROVIDE AGREATPLACE
DOTHELITTLETHINGS
PROVIDE AGREATPLACE
DON’TGIVEMETHIS
GIVEMETHIS
LITTLETHINGS
!"#$%&'%('%
THATFEELSLIKETHIS
!"#$%&'%('%!"#$%&'%('%
ANDENDSLIKETHIS
$$$$
!"#$%&'%('%GRAMMARLY
BIGGERTHINGS
9SECONDS?!!!!!
GIGANTICIMAGE:700kb
COMPRESSEDTO184kb
RUNAUDITSINCHROME
4.4mb 1.2mb
9s 4s
GREATPLACESAREPURPOSEFUL
ASK“WHYISTHISHERE?”
NO.NO.
STOCKPHOTOS=TWILIGHTZONE
MEETBIFF
NO.NO.
NO.NO.
BIFFWANTSINLAYS
NO.NO.
BIFFWANTSHAIR
NO.NO.
BIFFDOESFOREX
Pexels.com
Unsplash.com
PLEASEFINDGOODPHOTOS
!"#$%&'%('%
CANVAFORGRAPHICS
!"#$%&'%('%
TYPOGRAPHY101
30-40CHARACTERS/LINE
5-6LINES/PARAGRAPH
120-150%LINEHEIGHT
!"#$%&'%('%
TYPOGRAPHY101
practicaltypography.com
!"#$%&'%('%!"#$%&'%('%
PEARSONIFIED’SGOLDENRATIOTYPOGRAPHYCALCULATOR
“WHATABOUTOURBRAND?”
THISISYOURBRAND
MAKESUREYOUARETHERE
MAKESURE“THERE”ISAWESOME
PLACES
PATHS
OPTIMIZE
FACILITATE
PLACES
PATHS
OPTIMIZE
FACILITATE
PATHSAREVERBS
!"#$%&'%('%!"#$%&'%('%
$
THEAUDIENCEMOVESFROMPLACETOPLACE
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
oohhmmmm
IT’SNOT(TOTAL)CHAOS
FINDEXISTINGPATHS
PROVIDEGUIDANCE
!"#$%&'%('%!"#$%&'%('%
MICROCONVERSIONSSHOWPATHS
!"#$%&'%('%!"#$%&'%('%
MICRO-CONVERSION=MOVEMENT
$
MICROCONVERSION:
SCROLLPAST50%
MICROCONVERSION:
E-MAILSUBSCRIPTION
!"#$%&'%('%!"#$%&'%('%MOVEMENT
$
!"#$%&'%('%!"#$%&'%('%TRANSACTION
$
!"#$%&'%('%!"#$%&'%('%
GOOGLEANALYTICSTOPCONVERSIONPATHS
TOPCONVERSIONPATHSTARTS
W/ORGANIC,ENDSWITHDIRECT.
3-STEPPATH
!"#$%&'%('%!"#$%&'%('%SEMRUSHTRAFFICANALYTICS
!"#$%&'%('%LEARNHYPER-LOCAL
!"#$%&'%('%
LEARNTOMEASURELOCALLISTINGSFEATURESUSE
!"#$%&'%('%LEARNBEACONS/GEOFENCING
FINDEXISTINGPATHS
PROVIDEGUIDANCE
!"#$%&'%('%!"#$%&'%('%
FULLYDESCRIPTIVENAVIGATION
!"#$%&'%('%!"#$%&'%('%
FULLYDESCRIPTIVENAVIGATION
!"#$%&'%('%!"#$%&'%('%
GOBACKANDLINKTONEWSTUFF
!"#$%&'%('%!"#$%&'%('%
ONETWEAK
!"#$%&'%('%!"#$%&'%('%
AWESOME
FILLGAPS
!"#$%&'%('%!"#$%&'%('%
OUTOFSTOCK/DISCONTINUEDPRODUCTS=BROKENPATHS
“Wenolongercarrythisstyle.Checkouttheseinstead.”
OPENSITEEXPLORERTOPPAGES:FINDGAPSBETWEENSITES
BROKENPATHS
!"#$%&'%('%!"#$%&'%('%
SEMRUSHTRAFFICANALYTICS
!"#$%&'%('%!
IGETTRAFFICFROMCONVERSE
!"#$%&'%('%!
ADVERTISETOPEOPLELOOKINGFORCONVERSE
TAKINGITTOOFAR
!"#$%&'%('%!"#$%&'%('%
RAILROADINGISBAD
!"#$%&'%('%
NEVERTRYTOOWNAHASHTAG
!"#$%&'%('%
CHAOSRESULTS
!"#$%&'%('%
CHAOSRESULTS
!"#$%&'%('%!"#$%&'%('%
ITNEVERENDS
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%...
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
EVERYONEWHO’SHEARDOFQANTAS
!"#$%&'%('%!"#$%&'%('%
NOTEVENTHESEGUYSCANSAVEYOU
!"#$%&'%('%!"#$%&'%('%TRUESTORY
$
search content facebook content e-mail $$$$
TRUESTORY
!"#$%&'%('%
Turn off paid
social. there’s no
ROI
TRUESTORY
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%...
!"#$%&'%('%TRUESTORY
!"#$%&'%('%!"#$%&'%('%
LAST-CLICKSOCIALCONVERSIONS
search content facebook content e-mail $$$$
TRUESTORY
!"#$%&'%('%!"#$%&'%('%TRUESTORY
$
search pinterest e-mail $$$$
TRUESTORY#2
!"#$%&'%('%!"#$%&'%('%TRUESTORY#2
$
!"#$%&'%('%!"#$%&'%('%TRUESTORY#2
$
ADDAPLACE.
COMPLETEAPATH.
search pinterest content e-mail $$$$
TRUESTORY#2
FINDEXISTINGPATHS
PROVIDEGUIDANCE
!"#$%&'%('%!"#$%&'%('%
$
!"#$%&'%('%!"#$%&'%('%
oohhmmmm
IT’SADAPTIVE
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%...
!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#...
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
THISISSAFER
!"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>
$
LOTSOFSMALLBETS
PLACES
PATHS
OPTIMIZE
FACILITATE
!"#$%&'%('%!"#$%&'%('%
ITTAKESYOUFROMTHIS
!"#$%&'%('%!"#$%&'%('%
TOTHIS
COLLABORATIVESTORYTELLING
BETWEENTHEBRAND&THEAUDIENCE
TRYIT
SMALL, UNMARKED BILLS ONLY
portent.com/blog
@portentint
bit.ly/mkt-world
Marketing Worldbuilding: Collaborative Storytelling for Digital
Marketing Worldbuilding: Collaborative Storytelling for Digital
Upcoming SlideShare
Loading in …5
×

Marketing Worldbuilding: Collaborative Storytelling for Digital

16,062 views

Published on

Marketing storytelling is a powerful tool. But digital marketing makes it difficult. Your audience can go where they want, when they want. Storytelling becomes collaborative. To be a good partner, you need to engage in a bit of marketing worldbuilding, too. Check out this presentation to learn how.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Marketing Worldbuilding: Collaborative Storytelling for Digital

  1. MARKETINGASWORLDBUILDING AFRAMEWORKFORCUSTOMERSTORYTELLING
  2. Me:@portentint Sarcasticmarketersince1995 Nothingbutlove
  3. I just sold my company
  4. !"#$%&'%('% No NO
  5. !"#$%&'%('% YES
  6. WHEREITSTARTS
  7. THEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLINGTHEGLORIOUSAGEOFMASS-PRODUCEDSTORYTELLING those were some good times WHENSTORYTELLINGWASEASY
  8. !"#$%&'%('%!"#$%&'%('%
  9. !"#$%&'%('% E-MAIL?STILLEASY
  10. !"#$%&'%('% EARLYSEARCHWASEASY
  11. Buyourrunningshoes.They’rethebest runningshoesyou’llfind.Wehavepinkrunning shoes,brownrunningshoesandrunningshoes thathelpyourun.They’reshoes.Forrunning.
  12. I sell homes in Seattle. Seattle real estate is a great deal right now. Come see all my Seattle homes on my Seattle real estate site full of homes in Seattle because my home are really nice and they’re in Seattle.
  13. STORYTELLING
  14. STORYARC,TOPVIEW
  15. STORYARC,TOPVIEW
  16. uh-oh THENSTORYTELLINGGOTHARDER
  17. BEHONEST
  18. WENOLONGERCONTROL THEWHEN,THEWHERE (ORMAYBETHEWHAT)
  19. !"#$%&'%('%!"#$%&'%('% we no longer control the story! Nooooooo...
  20. SILLINESSRESULTS
  21. !"#$%&'%('% WEALLGOALITTLECRAZY
  22. !"#$%&'%('% WEALLGOALITTLECRAZY
  23. !"#$%&'%('% WEALLGOALITTLECRAZY
  24. CONVERSION WEGOTRANSACTIONAL
  25. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% $ TRANSACTIONS
  26. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% $ PEOPLEREADYTOBUYYOURPRODUCT,RIGHTNOW
  27. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> THEUNIVERSEPROBLEM PEOPLE SEEKING YOUR PRODUCT, RIGHT NOW $ THEUNIVERSEPROBLEM PEOPLE SEEKING YOUR PRODUCT, RIGHT NOWPEOPLE SEEKING YOUR PRODUCT, RIGHT NOWPEOPLE SEEKING YOUR PRODUCT, RIGHT NOWPEOPLE SEEKING YOUR PRODUCT, RIGHT NOW $ THEUNIVERSEPROBLEM
  28. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> THEUNIVERSEPROBLEM $ THERE’SABIGWORLDOUTTHERE
  29. HOWDOWEFIXTHEUNIVERSEPROBLEM?
  30. !"#$%&'%('%!"#$%&'%('% WITHTHELOVEBOAT
  31. !"#$%&'%('%!"#$%&'%('% PEOPLEWHOWANTACRUISE $
  32. !"#$%&'%('%!"#$%&'%('% PEOPLEWHOWANTTO$#@!
  33. !"#$%&'%('%!"#$%&'%('% PEOPLEWHOWANTTOVISITCOOLPLACES
  34. !"#$%&'%('%!"#$%&'%('% PEOPLEWHOWANTTOEATGOODFOOD
  35. !"#$%&'%('%!"#$%&'%('% PEOPLEWHOWANTTOTAKEABREAK
  36. !"#$%&'%('%!"#$%&'%('% BEHOLD
  37. !"#$%&'%('%!"#$%&'%('% $ MULTIPLEENTRYPOINTSTOATRANSACTION
  38. !"#$%&'%('%!"#$%&'%('% $ TRANSACTIONALWORLDBUILDING
  39. WORLDBUILDINGMEANS COLLABORATIVESTORYTELLING BETWEENTHEBRAND&THEAUDIENCE
  40. PLACES PATHS
  41. PLACES PATHS OPTIMIZE FACILITATE
  42. PLACES PATHS OPTIMIZE FACILITATE
  43. PLACESARENOUNS
  44. !"#$%&'%('%!"#$%&'%('% $
  45. !"#$%&'%('% EVERYTHING’SAPLACE ALLPLACESSAYSOMETHING
  46. !"#$%&'%('%!"#$%&'%('% $ OURS
  47. !"#$%&'%('%!"#$%&'%('% “WEHELPFINDTHEBESTDEALEVERYWHERE”
  48. !"#$%&'%('%!"#$%&'%('% “WEHAVEINFORMATION”
  49. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> “WE’REGOINGGREEN”
  50. !"#$%&'%('%!"#$%&'%('% “HERE’SMORE”
  51. !"#$%&'%('% YES,SOMEPLACESARETRANSACTIONAL
  52. !"#$%&'%('% RETARGETING
  53. !"#$%&'%('%!"#$%&'%('% $ AUDIENCE-CREATED
  54. !"#$%&'%('% COMMENTS
  55. !"#$%&'%('% REVIEWS
  56. !"#$%&'%('% SOCIALPOSTS
  57. ANYTIMEANYONEPOSTSANYTHINGABOUTYOU
  58. ANYTIMEANYONEPOSTSSAYSANYTHINGABOUTYOU
  59. !"#$%&'%('%!"#$%&'%('% $ ALGORITHMIC
  60. !"#$%&'%('% LOCAL
  61. !"#$%&'%('% SEARCHRESULTSAREGETTINGMOREADVANCED
  62. !"#$%&'%('% ALGORITHMICSOCIAL
  63. !"#$%&'%('%!"#$%&'%('% DON’TFORGETSHOPPINGSEARCH
  64. MAKESUREYOUARETHERE MAKESURE“THERE”ISAWESOME
  65. !"#$%&'%('% SOBEPRESENT
  66. !"#$%&'%('% GOODPRESENCE=GREATPLACES
  67. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> BADPRESENCE=BADPLACES
  68. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> BADPRESENCE=BADPLACES
  69. !"#$%&'%('% BADTARGETING=JUSTWEIRD
  70. !"#$%&'%('% SLOPPYTARGETING
  71. !"#$%&'%('%!"#$%&'%('% GOODPRESENCE=GREATBRAND
  72. !"#$%&'%('%!"#$%&'%('% PRESENCEISN’TABOUTYOU
  73. !"#$%&'%('% $ !"#$%&'%('% $ PEOPLEWHOKNOWWHATYOUCALLYOURPRODUCT
  74. !"#$%&'%('%!"#$%&'%('% $ PEOPLEWHOKNOWWHATTHEYCALLYOURPRODUCT
  75. !"#$%&'%('%!"#$%&'%('% DENIM!JEANS
  76. AUDIENCEAUDIENCE
  77. !"#$%&'%('% $ !"#$%&'%('% $ PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
  78. !"#$%&'%('%!"#$%&'%('% $ PEOPLEWITHRELEVANTINTERESTS,QUESTIONS
  79. DISCLAIMER:IT’SNOTJUSTABOUTQUESTIONS
  80. !"#$%&'%('% QUORA
  81. !"#$%&'%('% ANSWERTHEPUBLIC.COM
  82. !"#$%&'%('% “DOINEEDAWARRANTYIFIHAVECARINSURANCE?” LOOKATTHECOMPARISONS!!!!!!!!
  83. !"#$%&'%('%!"#$%&'%('% BUZZSUMOQUESTIONSEARCH
  84. !"#$%&'%('% SEARCHSUGGEST
  85. !"#$%&'%('% SEARCHSUGGEST
  86. !"#$%&'%('% SEARCHSUGGEST
  87. !"#$%&'%('%!"#$%&'%('% PRODUCTQUESTIONS
  88. !"#$%&'%('%!"#$%&'%('% REDDIT
  89. !"#$%&'%('% $ !"#$%&'%('% $ PEOPLEREADYTOBUY,RIGHTNOW,FROMYOU
  90. !"#$%&'%('%!"#$%&'%('% $ PEOPLEREADYTOBUYRELATEDPRODUCTS
  91. !"#$%&'%('% COLLABORATIVEFILTERING
  92. NOPLACEISBORING
  93. !"#$%&'%('% THEREISNOBORING !"#$%&'%('%
  94. !"#$%&'%('%!"#$%&'%('% THEREISNOBORING
  95. !"#$%&'%('%!"#$%&'%('% AMAZING
  96. !"#$%&'%('%!"#$%&'%('% SOCIALRESEARCH&TARGETING
  97. MAKESUREYOUARETHERE MAKESURE“THERE”ISAWESOME
  98. !"#$%&'%('%!"#$%&'%('% $ PEOPLE
  99. !"#$%&'%('% $ !"#$%&'%('% $ PEOPLEWHOTOLERATELOUSYUX
  100. DOTHELITTLETHINGS PROVIDE AGREATPLACE DOTHELITTLETHINGS PROVIDE AGREATPLACE DON’TGIVEMETHIS
  101. GIVEMETHIS
  102. LITTLETHINGS
  103. !"#$%&'%('% THATFEELSLIKETHIS
  104. !"#$%&'%('%!"#$%&'%('% ANDENDSLIKETHIS $$$$
  105. !"#$%&'%('%GRAMMARLY
  106. BIGGERTHINGS
  107. 9SECONDS?!!!!!
  108. GIGANTICIMAGE:700kb
  109. COMPRESSEDTO184kb
  110. RUNAUDITSINCHROME
  111. 4.4mb 1.2mb
  112. 9s 4s
  113. GREATPLACESAREPURPOSEFUL
  114. ASK“WHYISTHISHERE?”
  115. NO.NO. STOCKPHOTOS=TWILIGHTZONE
  116. MEETBIFF
  117. NO.NO.
  118. NO.NO. BIFFWANTSINLAYS
  119. NO.NO. BIFFWANTSHAIR
  120. NO.NO. BIFFDOESFOREX
  121. Pexels.com Unsplash.com PLEASEFINDGOODPHOTOS
  122. !"#$%&'%('% CANVAFORGRAPHICS
  123. !"#$%&'%('% TYPOGRAPHY101 30-40CHARACTERS/LINE 5-6LINES/PARAGRAPH 120-150%LINEHEIGHT
  124. !"#$%&'%('% TYPOGRAPHY101 practicaltypography.com
  125. !"#$%&'%('%!"#$%&'%('% PEARSONIFIED’SGOLDENRATIOTYPOGRAPHYCALCULATOR
  126. “WHATABOUTOURBRAND?”
  127. THISISYOURBRAND
  128. MAKESUREYOUARETHERE MAKESURE“THERE”ISAWESOME
  129. PLACES PATHS OPTIMIZE FACILITATE
  130. PLACES PATHS OPTIMIZE FACILITATE
  131. PATHSAREVERBS
  132. !"#$%&'%('%!"#$%&'%('% $ THEAUDIENCEMOVESFROMPLACETOPLACE
  133. !"#$%&'%('%!"#$%&'%('% $
  134. !"#$%&'%('%!"#$%&'%('% $
  135. !"#$%&'%('%!"#$%&'%('% $
  136. !"#$%&'%('%!"#$%&'%('% $
  137. !"#$%&'%('%!"#$%&'%('% $
  138. !"#$%&'%('%!"#$%&'%('% $
  139. !"#$%&'%('%!"#$%&'%('% $
  140. !"#$%&'%('%!"#$%&'%('% $
  141. !"#$%&'%('%!"#$%&'%('% oohhmmmm IT’SNOT(TOTAL)CHAOS
  142. FINDEXISTINGPATHS PROVIDEGUIDANCE
  143. !"#$%&'%('%!"#$%&'%('%
  144. MICROCONVERSIONSSHOWPATHS
  145. !"#$%&'%('%!"#$%&'%('% MICRO-CONVERSION=MOVEMENT $
  146. MICROCONVERSION: SCROLLPAST50%
  147. MICROCONVERSION: E-MAILSUBSCRIPTION
  148. !"#$%&'%('%!"#$%&'%('%MOVEMENT $
  149. !"#$%&'%('%!"#$%&'%('%TRANSACTION $
  150. !"#$%&'%('%!"#$%&'%('% GOOGLEANALYTICSTOPCONVERSIONPATHS TOPCONVERSIONPATHSTARTS W/ORGANIC,ENDSWITHDIRECT. 3-STEPPATH
  151. !"#$%&'%('%!"#$%&'%('%SEMRUSHTRAFFICANALYTICS
  152. !"#$%&'%('%LEARNHYPER-LOCAL
  153. !"#$%&'%('% LEARNTOMEASURELOCALLISTINGSFEATURESUSE
  154. !"#$%&'%('%LEARNBEACONS/GEOFENCING
  155. FINDEXISTINGPATHS PROVIDEGUIDANCE
  156. !"#$%&'%('%!"#$%&'%('% FULLYDESCRIPTIVENAVIGATION
  157. !"#$%&'%('%!"#$%&'%('% FULLYDESCRIPTIVENAVIGATION
  158. !"#$%&'%('%!"#$%&'%('% GOBACKANDLINKTONEWSTUFF
  159. !"#$%&'%('%!"#$%&'%('% ONETWEAK
  160. !"#$%&'%('%!"#$%&'%('% AWESOME
  161. FILLGAPS
  162. !"#$%&'%('%!"#$%&'%('% OUTOFSTOCK/DISCONTINUEDPRODUCTS=BROKENPATHS
  163. “Wenolongercarrythisstyle.Checkouttheseinstead.”
  164. OPENSITEEXPLORERTOPPAGES:FINDGAPSBETWEENSITES
  165. BROKENPATHS
  166. !"#$%&'%('%!"#$%&'%('% SEMRUSHTRAFFICANALYTICS
  167. !"#$%&'%('%! IGETTRAFFICFROMCONVERSE
  168. !"#$%&'%('%! ADVERTISETOPEOPLELOOKINGFORCONVERSE
  169. TAKINGITTOOFAR
  170. !"#$%&'%('%!"#$%&'%('% RAILROADINGISBAD
  171. !"#$%&'%('% NEVERTRYTOOWNAHASHTAG
  172. !"#$%&'%('% CHAOSRESULTS
  173. !"#$%&'%('% CHAOSRESULTS
  174. !"#$%&'%('%!"#$%&'%('% ITNEVERENDS
  175. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% $ PEOPLEANNOYEDWITHQANTASSTRIKE
  176. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ EVERYONEWHO’SHEARDOFQANTAS
  177. !"#$%&'%('%!"#$%&'%('% NOTEVENTHESEGUYSCANSAVEYOU
  178. !"#$%&'%('%!"#$%&'%('%TRUESTORY $
  179. search content facebook content e-mail $$$$ TRUESTORY
  180. !"#$%&'%('% Turn off paid social. there’s no ROI TRUESTORY
  181. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% $ auuughhh what happened?!!!
  182. !"#$%&'%('%TRUESTORY
  183. !"#$%&'%('%!"#$%&'%('% LAST-CLICKSOCIALCONVERSIONS
  184. search content facebook content e-mail $$$$ TRUESTORY
  185. !"#$%&'%('%!"#$%&'%('%TRUESTORY $
  186. search pinterest e-mail $$$$ TRUESTORY#2
  187. !"#$%&'%('%!"#$%&'%('%TRUESTORY#2 $
  188. !"#$%&'%('%!"#$%&'%('%TRUESTORY#2 $ ADDAPLACE. COMPLETEAPATH.
  189. search pinterest content e-mail $$$$ TRUESTORY#2
  190. FINDEXISTINGPATHS PROVIDEGUIDANCE
  191. !"#$%&'%('%!"#$%&'%('% $
  192. !"#$%&'%('%!"#$%&'%('% oohhmmmm IT’SADAPTIVE
  193. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% $ THISFEELSSAFER
  194. !"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=>!689:;<=>!"#$%&'%('%689:;<=>"#$%&'%('% IT’SVULNERABLE
  195. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ THISISSAFER
  196. !"#$%&'%('%!"#$%&'%('%)##*+,#-(.*+(-#',+/$#0+120(3 4%%"566"#$%&'%7-#689:;<=> $ LOTSOFSMALLBETS
  197. PLACES PATHS OPTIMIZE FACILITATE
  198. !"#$%&'%('%!"#$%&'%('% ITTAKESYOUFROMTHIS
  199. !"#$%&'%('%!"#$%&'%('% TOTHIS
  200. COLLABORATIVESTORYTELLING BETWEENTHEBRAND&THEAUDIENCE
  201. TRYIT
  202. SMALL, UNMARKED BILLS ONLY portent.com/blog @portentint bit.ly/mkt-world

×