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 Youre 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 IANS 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 youre after

3333 FACTORS Things that lead to other good things

3434 METRICS Help you nd and measure the factors

3535 THE THREE BASIC GOALS 1. Value 2. Prot 3. Victory

3636 THE PROCESS 1. See what youve 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 DONT 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 DOESNT 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 WHATS 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 trac 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