One Trick Ponies Get Shot: Doing Digital Marketing Right

Ian Lurie
Ian LurieDigital Marketing Consultant at Ian Lurie Consulting, LLC
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
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.
MATURE ACCEPTANCE
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 talk?"
of your hours this month?"
You	
  guys	
  	
  rock!!!	
  
Can	
  you	
  send	
  me	
  a	
  breakdown	
  of	
  
hours	
  this	
  month?	
  
Can	
  we	
  talk?	
  
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 business goal
using metrics
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 likely to buy
3.  Visitors looking at 5+ pages/visit are 3x more likely
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+ pageviews = $7,500
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 likely to buy
3.  Visitors looking at 5+ pages/visit are 3x more likely
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
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
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 up
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 or more
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 Battlestar Galactica
102102
…AND SO ON.
103103
ATTACH VALUE
“Infrastructure changes will improve site speed. That
can triple likelihood of conversion. With current traffic
that means…”
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 percolate up
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.portent.com
(METAPHORICALLY SPEAKING)
portent.co/onetrickpony
1 of 119

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