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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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The leading interactive internet marketing agency
HAND-WAVY CONTENT IDEATION
STUFF
ONE TRICK PONIES GET SHOT STRATEGY, THE MARKETING STACK & WHY WE GET FIRED
Ian Lurie @portentint
www.portent.com
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Chairman & Principal Consultant
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portent.co/onetrickpony
Yes, like this, no ‘m’.
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I GOT FIRED
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MY PROJECT WAS BROUGHT TO AN ABRUPT END
sounds better, includes in-house
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THE 3 STAGES OF GRIEF
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J
hey, no worries, we did great work together, i
understand. you can hire us again when you leave that dump hehehehehe.
MATURE ACCEPTANCE
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J we did great work
together. they can hire us again when they
leave that dump hehehehehe.RATIONALIZATION
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L
what the hell?!!!
FRUSTRATION
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I DID A SURVEY
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5% OF MARKETERS SAID THEIR PROJECTS CAME TO AN ABRUPT END BECAUSE OF POOR WORK
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75% OF CLIENTS/BOSSES SAID POOR WORK BROUGHT PROJECTS TO AN ABRUPT END
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Client or boss
You’re fired!
I got fired!
Marketer
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check out the nostril flare!
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CHECK OUT THE SEO!!!!
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CHECK OUT THE PPC!!!!
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CHECK OUT THE CONTENT!!!!
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CHECK OUT THE social!!!!
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roi or bust, man
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Time
Perc
eive
d Va
lue
"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?
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IAN’S LAW OF DIMINISHING RETURNS ALL TACTICS LOSE VALUE OVER TIME SO WE ALL BECOME VENDORS
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i'm a vendor?!!! nooooooooo...
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TACTICIANS BECOME VENDORS
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VENDORS REACH AN ABRUPT END
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STRATEGISTS BECOME
VALUABLE
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i suspect he means it's time to think strategically
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STRATEGY ≠ A TITLE
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$40,000 please
STRATEGISTS BECOME
NO
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DIGITAL STRATEGY: A plan of action designed to achieve a major business goal, by connecting marketing factors to a business goal using metrics
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A PLAN, NOT A GOAL
The goal is what you’re after
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FACTORS
Things that lead to other good things
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METRICS
Help you find and measure the factors
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THE THREE BASIC GOALS 1. Value 2. Profit 3. Victory
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THE PROCESS 1. See what you’ve got 2. Set goals 3. See what works (and why) 4. Strategy
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THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
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THE MARKETING
STACK
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Good and bad percolate up
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Customers percolate down
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THE MARKETING
STRATEGY
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OH, AND DON’T FORGET
STRATEGY WEEEEEEEEEE
LURIE SPACE TOURISM
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THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
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INFRASTRUCTURE: F+ 1. 8s load time 2. 354 ‘404’ errors 3. Crashes
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webpagetest.org
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COMPETITIVE ANALYSIS IS VERY PERSUASIVE
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ANALYTICS: A- 1. Conversion tracking 2. E-mail analytics 3. No events/scroll/business analytics
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CONTENT: D----- 1. Trip descriptions 2. Cut-and-paste 3. 14th grade level
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webpagetest.org
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webpagetest.org
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IT DOESN’T HAVE TO BE THAT COMPLICATED
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CHANNELS: B- 1. Paid: Too little 2. Earned: Too spammy 3. Owned: …
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OTHER STUFF 1. Products 2. Audience 3. History
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PRODUCTS
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AUDIENCE 1. $450k average income 2. Owns their home 3. No kids at home
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AUDIENCE 1. Likes BSG 2. Owns a brown coat 3. Drives a Tesla
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HISTORY
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HISTORY
1. .5% conversion rate 2. Avg customer worth $500,000
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OPPORTUNITIES?
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THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics 4. Strategy
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33% REVENUE GROWTH MAINTAIN MARGIN
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webpagetest.org
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BUT NOW YOU KNOW WHAT IT WILL TAKE
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.5% CONVERSION RATE $500K/CUSTOMER
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I NEED 400 CUSTOMERS/YEAR 80,000 UNIQUE VISITORS
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OR HIGHER CONVERSION RATES
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OR HIGHER CUSTOMER VALUE
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INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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OR HIGHER CUSTOMER VALUE
OKEE DOKEY
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THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics: Factors 4. Strategy
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WHAT’S WORKING?
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ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MICRO-CONVERSIONS ARE
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ATTRIBUTE VALUE TO EACH FACTOR
MICRO-CONVERSIONS
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THEY ARE WHAT HAPPENS
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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
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VISITOR VALUE .5% conversion rate $500,000 average sale One visitor = $2,500
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MICRO-CONVERSIONS 1. Visitors who share content = $7,500 2. Visitors who register = $12,500 3. Visitors w/ 5+ pageviews = $7,500
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ACTIONS TAKEN THAT POSITIVELY AFFECT THE CORE GOAL MINIMUM THRESHOLDS
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THEY ARE WHY MICRO-CONVERSIONS HAPPEN
84 84 LOOK CLOSELY AT THE INVENTORY
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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
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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
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PEOPLE SHARE CONTENT WHEN 1. Infrastructure: Pages load in under 3s 2. Content: Page mentions safety 3. Content: Page includes a cool destination image
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INFRASTRUCTURE: 1 big issue x 2
ANALYTICS
CONTENT: 1 action to take x 1, 1 x 2
PAID EARNED OWNED
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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
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THE PROCESS 1. Inventory 2. Goal setting 3. Diagnostics: Factors 4. Strategy
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PONDER FOR A BIT
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GOAL: 33% REVENUE GROWTH, SAME MARGIN
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FACTORS: WHY DO PEOPLE CONVERT?
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1. People really like it when we talk safety 2. They like a site that works well 3. They tend to be older (cough)
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WHAT HAS TO HAPPEN TO GET THOSE CONVERSIONS?
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1. Faster site 2. More discussions of safety 3. Target homeowners with no kids at home… 4. …and income of $450k or more
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More visitors would be helpful, too.
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WHAT NEEDS TO CHANGE TO MEET THOSE CONDITIONS?
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NOW GET TACTICAL
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INFRASTRUCTURE STUFF 1. Speed 2. Move to dedicated hosting 3. Set up monitoring
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CONTENT STUFF 1. Reduce grade level 2. More about safety 3. More images of destinations 4. Talk about Battlestar Galactica
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…AND SO ON.
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ATTACH VALUE
“Infrastructure changes will improve site speed. That can triple likelihood of conversion. With current traffic that means…”
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WHAT ELSE?
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WHAT I NEVER MENTIONED
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KEYWORDS
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POSTS/WEEK
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FOLLOWERS
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MWAHAHAHAHA I AM NOT A VENDOR!!!!
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SELLING IT TO THE BOSS
I HIRED YOU TO TWEET
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UNDERHANDED TRICKS
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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
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webpagetest.org
oh god stop stop the pain too much
stop
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THAT CLIENT…?
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STILL FIRED US
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BUT CHANGE HAPPENS
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AGENCY OF RECORD, ANYONE?
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VP OF MARKETING, ANYONE?
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The leading interactive internet marketing agency
HAND-WAVY CONTENT IDEATION
STUFF
OPEN FIRE Ian Lurie @portentint www.portent.com
(METAPHORICALLY SPEAKING)
portent.co/onetrickpony
