One Trick Ponies Get Shot: Doing Digital Marketing Right
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I admit it: For 20 years, I’ve been obsessed about marketing. Not search engine optimization (SEO). Not social media. Not content marketing. Not even analytics. M-A-R-K-E-T-I-N-G. I want—need to know how the pieces fit together, and how it all works. I’ve pondered, researched and banged my forehead bloody on this problem for a long time. You’re now reading the product of my obsession. I've packed it all in: What I think is wrong. How we can fix it. And, the workflow that seems to keep me from going utterly, run-down-the-street-in-my-underwear crazy.
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One Trick Ponies Get Shot: Doing Digital Marketing Right
- 1. 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. 2 Chairman & Principal Consultant
- 3. 3 portent.co/onetrickpony Yes, like this, no ‘m’.
- 5. 55 MY PROJECT WAS BROUGHT TO AN ABRUPT END sounds better, includes in-house
- 6. 66 THE 3 STAGES OF GRIEF
- 7. 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
- 8. 88 J we did great work together. they can hire us again when they leave that dump hehehehehe. RATIONALIZATION
- 10. 1010 I DID A SURVEY
- 11. 1111 5% OF MARKETERS SAID THEIR PROJECTS CAME TO AN ABRUPT END BECAUSE OF POOR WORK
- 12. 1212 75% OF CLIENTS/BOSSES SAID POOR WORK BROUGHT PROJECTS TO AN ABRUPT END
- 13. 1313 Client or boss You’re fired! I got fired! Marketer
- 14. 1414 check out the nostril flare!
- 18. 18
- 19. 19
- 21. 21 roi or bust, man
- 22. 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?
- 23. 2323 IAN’S LAW OF DIMINISHING RETURNS ALL TACTICS LOSE VALUE OVER TIME SO WE ALL BECOME VENDORS
- 26. 2626 VENDORS REACH AN ABRUPT END
- 28. 28 i suspect he means it's time to think strategically
- 29. 2929 STRATEGY ≠ A TITLE
- 31. 3131 DIGITAL STRATEGY: A plan of action designed to achieve a major business goal, by connecting marketing factors to a business goal using metrics
- 32. 3232 A PLAN, NOT A GOAL The goal is what you’re after
- 33. 3333 FACTORS Things that lead to other good things
- 34. 3434 METRICS Help you find and measure the factors
- 35. 3535 THE THREE BASIC GOALS 1. Value 2. Profit 3. Victory
- 36. 3636 THE PROCESS 1. See what you’ve got 2. Set goals 3. See what works (and why) 4. Strategy
- 37. 3737 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
- 40. 40 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Good and bad percolate up
- 41. 41 INFRASTRUCTURE ANALYTICS CONTENT PAID EARNED OWNED Customers percolate down
- 43. 4343 OH, AND DON’T FORGET STRATEGYWEEEEEEEEEE LURIE SPACE TOURISM
- 44. 4444 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
- 46. 46 INFRASTRUCTURE: F+ 1. 8s load time 2. 354 ‘404’ errors 3. Crashes
- 48. 48 COMPETITIVE ANALYSIS IS VERY PERSUASIVE
- 49. 49 ANALYTICS: A- 1. Conversion tracking 2. E-mail analytics 3. No events/scroll/business analytics
- 50. 50 CONTENT: D----- 1. Trip descriptions 2. Cut-and-paste 3. 14th grade level
- 53. 53 IT DOESN’T HAVE TO BE THAT COMPLICATED
- 54. 54 CHANNELS: B- 1. Paid: Too little 2. Earned: Too spammy 3. Owned: …
- 55. 55 OTHER STUFF 1. Products 2. Audience 3. History
- 56. 56 PRODUCTS
- 57. 57 AUDIENCE 1. $450k average income 2. Owns their home 3. No kids at home
- 58. 58 AUDIENCE 1. Likes BSG 2. Owns a brown coat 3. Drives a Tesla
- 59. 59 HISTORY
- 60. 60 HISTORY 1. .5% conversion rate 2. Avg customer worth $500,000
- 62. 6262 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
- 63. 63
- 64. 64
- 65. 65 33% REVENUE GROWTH MAINTAIN MARGIN
- 67. 6767 BUT NOW YOU KNOW WHAT IT WILL TAKE
- 69. 69 I NEED 400 CUSTOMERS/YEAR 80,000 UNIQUE VISITORS
- 70. 70 OR HIGHER CONVERSION RATES
- 71. 71 OR HIGHER CUSTOMER VALUE
- 72. 72 INFRASTRUCTURE: F+ ANALYTICS: A- CONTENT: D------ PAID:B EARNED: B- OWNED: B-
- 73. 73 OR HIGHER CUSTOMER VALUE OKEE DOKEY
- 74. 7474 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics: Factors 4. Strategy
- 76. 7676 ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MICRO-CONVERSIONS ARE
- 77. 7777 ATTRIBUTE VALUE TO EACH FACTOR MICRO-CONVERSIONS
- 79. 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
- 80. 8080 VISITOR VALUE .5% conversion rate $500,000 average sale One visitor = $2,500
- 81. 8181 MICRO-CONVERSIONS 1. Visitors who share content = $7,500 2. Visitors who register = $12,500 3. Visitors w/ 5+ pageviews = $7,500
- 82. 8282 ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MINIMUM THRESHOLDS
- 83. 8383 THEY ARE WHY MICRO- CONVERSIONS HAPPEN
- 84. 8484 LOOK CLOSELY AT THE INVENTORY
- 85. 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
- 86. 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
- 87. 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. 88 INFRASTRUCTURE: 1 big issue x 2 ANALYTICS CONTENT: 1 action to take x 1, 1 x 2 PAID EARNED OWNED
- 89. 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
- 90. 9090 THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics: Factors 4. Strategy
- 91. 91 PONDER FOR A BIT
- 92. 9292 GOAL: 33% REVENUE GROWTH, SAME MARGIN
- 93. 9393 FACTORS: WHY DO PEOPLE CONVERT?
- 94. 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)
- 95. 9595 WHAT HAS TO HAPPEN TO GET THOSE CONVERSIONS?
- 96. 9696 1. Faster site 2. More discussions of safety 3. Target homeowners with no kids at home… 4. …and income of $450k or more
- 97. 9797 More visitors would be helpful, too.
- 98. 9898 WHAT NEEDS TO CHANGE TO MEET THOSE CONDITIONS?
- 100. 100100 INFRASTRUCTURE STUFF 1. Speed 2. Move to dedicated hosting 3. Set up monitoring
- 101. 101101 CONTENT STUFF 1. Reduce grade level 2. More about safety 3. More images of destinations 4. Talk about Battlestar Galactica
- 102. 102102 …AND SO ON.
- 103. 103103 ATTACH VALUE “Infrastructure changes will improve site speed. That can triple likelihood of conversion. With current traffic that means…”
- 104. 104104 WHAT ELSE?
- 106. 106106 KEYWORDS
- 107. 107107 POSTS/WEEK
- 108. 108108 FOLLOWERS
- 109. 109 MWAHAHAHAHA I AM NOT A VENDOR!!!!
- 110. 110110 SELLING IT TO THE BOSS I HIRED YOU TO TWEET
- 112. 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. 113 webpagetest.org oh god stop stop the pain too much stop
- 114. 114114 THAT CLIENT…?
- 117. 117117 AGENCY OF RECORD, ANYONE?
- 118. 118118 VP OF MARKETING, ANYONE?
- 119. 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