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.
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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
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
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
