One Trick Ponies Get Shot: Doing Digital Marketing Right

download

of 119

  • date post

    11-Aug-2014
  • Category

    Marketing
  • view

    6.802
  • download

    0

Embed Size (px)

description

I admit it: For 20 years, Ive 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 wantneed to know how the pieces fit together, and how it all works. Ive pondered, researched and banged my forehead bloody on this problem for a long time. Youre 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.

transcript

  • 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