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One Trick Ponies Get Shot: Doing Digital Marketing Right
- 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
