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1 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

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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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

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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