One Trick Ponies Get Shot: For Everyone
Transcript of One Trick Ponies Get Shot: For Everyone
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The leading interactive internet marketing agency
HAND-WAVY CONTENT IDEATION
STUFF
ONE TRICK PONIES GET SHOT STRATEGY, SERVICES & WHY WE GET FIRED
Ian Lurie @portentint
www.portent.com
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CEO & Founder
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portent.co/onetrickpony
Yes, like this, no m.
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REMEMBER THIS, ITS IMPORTANT
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THE PROBLEM
WHAT STRATEGY IS
HOW TO BE STRATEGIC
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2
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THE PROBLEM
1
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I GOT FIRED
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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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WHY?!!!
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I DID A SURVEY
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0%
50%
100%
Agency Client
FIRED BECAUSE WE/THEY FAILED TO DELIVER VALUE
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PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS
Cost
Transparency
Value
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WHY?!!!
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CHECK OUT THE SEO!!!!
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BUT WHY?!!!
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HEY! PRODUCTS ARE EASIER!
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LETS PRODUCTIZE OUR SERVICES!!!
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sigh
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DESIGN SEARCH MARKETING
LOCAL SEARCH CONTENT MARKETING
LINK BUILDING PAID LINKS
WAP INBOUND MARKETING
SEO VIDEO SEO
SOCIAL MEDIA PAID SOCIAL MEDIA
BLOG POSTING GUEST POSTING
INSTAGRAM MARKETING PINTEREST MARKETING
BANNER ADS MEDIA BUYING DEVELOPMENT
E-COMMERCE DEVELOPMENT MOBILE
RICH MEDIA INFLUENCER MARKETING
DIGITAL PR AFFINITY MARKETING
PERFORMANCE MARKETING AFFILIATE MARKETING
ARBITRAGE CONTENT SPINNING
CROWDSOURCED UPVOTING TWITTER MARKETING
FACEBOOK MARKETING
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THE TACTIC IS NOW THE PRODUCT
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THE PRODUCT BECOMES A HIGHER RANKING
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THE PRODUCT BECOMES A PRETTY WEB PAGE
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THE PRODUCT BECOMES ONE FEATURE
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CHECK OUT THE SEO!!!!
check out my digital content
app mobile marketing
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CHECK OUT THE SEO!!!!
OUR PRODUCT IS JUST LIKE _____
BUT FOR ___
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IF THE TACTIC IS THE PRODUCT YOURE A ONE-TRICK PONY
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CHECK OUT THE SEO!!!!
NOOOOOOOOOO
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THE TACTIC BECOMES THE GOAL
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TACTICS LOOK EASIER OVER TIME
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TACTICS SEEM LESS VALUABLE OVER TIME
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DIMINISHING RETURNS
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WEVE NOW EDITED 32 TITLE TAGS TRAFFIC FROM ORGANIC SEARCH IS UP 10%
THIS WEEK, WE DID THESE 10 THINGS
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THE CLIENT DOESNT BUY A TACTIC OR A FEATURE
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THE CLIENT BUYS AN OUTCOME
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0%
50%
100%
Agency Client
FIRED BECAUSE WE/THEY FAILED TO DELIVER VALUE
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MAKE THE OUTCOME THE PRODUCT AGAIN
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CHECK OUT THE SEO!!!!
yes please, strategy! better
than bullets!
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WHAT STRATEGY IS
2
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FIRST, FEW MYTHS MUST DIE
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$40,000 please
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$40,000 pleaseNO
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WE NEED A 2-YEAR STRATEGY
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WE NEED A 2-YEAR STRATEGY NO
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THERE IS A STRATEGY
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THERE IS A STRATEGY NO
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STRATEGY = GOAL
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STRATEGY = GOAL NO
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STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
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STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO
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STRATEGY ISNT A THING
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A PLAN IS A THING
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STRATEGY IS AN APPROACH
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STRATEGY TESTS & EXPLAINS TACTICS IN TERMS OF AN OUTCOME
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STRATEGY TESTS & ADJUSTS TACTICS IN TERMS OF AN OUTCOME
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STRATEGY DRIVES GOOD TACTICAL DECISION-MAKING
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HOW TO BE STRATEGIC
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FOUR COMPONENTS OF STRATEGY
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SET GOAL(S)
FIND PARAMETERS
USE THE FEEDBACK LOOP
DELIBERATE REPETITION
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OH, AND DONT FORGET
STRATEGY WEEEEEEEEEE
LURIE SPACE TOURISM
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GOAL 1
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A MEASURABLE OUTCOME THAT MEANS SUCCESS
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YOU ARE HERE
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OR HIGHER CUSTOMER VALUE
OKEE DOKEY
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PARAMETERS 2
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CONSTRAINTS, OPPORTUNITIES AND METRICS
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OPPORTUNITY: BIG BUDGET
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OPPORTUNITY: GREAT PRODUCTS
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OPPORTUNITY: LOW BODY COUNT
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webpagetest.org
OPPORTUNITY: AWFUL SITE
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WEEEEEEEEEE
Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism youll find.
We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.
Lurie Space Tourism99% survival rate!!!
1.800.SPA.CERS
Free space sickness kits!
Fastest transit to Mars! Start your new life today!
Space travel is cool!
Another happy customer
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webpagetest.org
OPPORTUNITY: AWFUL CONTENT
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Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism youll find.
We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.
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ASSET: AMAZING IMAGERY
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YOU ARE HERE
CONSTRAINT: TIME
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CURRENT METRICS
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FEEDBACK LOOP 3
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EVALUATION AND SELECTION OF TACTICS
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TACTIC/IDEA
DOES THIS VIOLATE CONSTRAINTS?
WHATS THE PRIMARY IMPACT?
WHATS THE SECONDARY IMPACT?
WHATS THE COST?
PITCH/PLAN
REFINE
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MEASURE TACTICS AGAINST OUTCOME
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ASK
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IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO ACHIEVE THE OUTCOME?
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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
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DELIBERATE REPETITION
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SCHEDULE REGULAR STRATEGIC SESSIONS
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ENSURE OUTCOME REMAINS THE FOCUS
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THE WHOLE TEAM
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NO PROCEDURAL STUFF
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2 HOURS, MINIMUM
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PUT IDEAS THROUGH THE FEEDBACK LOOP
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LEAVE WITH AT LEAST ONE IDEA
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SCHEDULE REGULAR CLIENT CHECKINS
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PRESENT YOUR IDEAS TO THE CLIENT
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EXAMPLES
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IDEA 1: REDESIGN THE LST SITE
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WEEEEEEEEEE
Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism youll find.
We promote and provide tours of Mars and the moon. Our Mars trip is the best one-way option for Mars travelers. Our moon option is a fantastic round-trip moon experience for moon travelers.
Lurie Space Tourism99% survival rate!!!
1.800.SPA.CERS
Free space sickness kits!
Fastest transit to Mars! Start your new life today!
Space travel is cool!
Another happy customer
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Rewrite content $15,000.00 Information architecture $55,000.00
Design $65,000.00 Wordpress 12.1 setup $45,000.00
Messaging $25,000.00
Mental remarketing setup $151,000.00
Total $356,000.00
*not adjusted for inflation
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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
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CURRENT METRICS
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OPPORTUNITY: ROOM FOR IMPROVEMENT
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OPPORTUNITY: BIG BUDGET
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ASSET: GREAT IMAGES
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CONSTRAINT: 1 YEAR TO MEET GOAL
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TIME TO LAUNCH: 3 MONTHS
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INCREASE CONVERSION RATE TO .6%
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$22,500,000.00
9 months, remember
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IDEA 2: SOCIAL AUDIENCE BUILDING
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Mental remarketing $15,000.00 Post creation $55,000.00
Drone reposting $65,000.00 In-brain sentiment analysis $25,000.00
Total $160,000.00
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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
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CURRENT METRICS
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OPPORTUNITY: BIG BUDGET
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CONSTRAINT: 1 YEAR TO MEET GOAL
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TIME TO LAUNCH: 3 MONTHS
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TIME TO IMPACT ?????
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10 CUSTOMERS ATTRIBUTED LAST YEAR
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DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST
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$200,000.00
assumes instant impact
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COULD BE MUCH BIGGER, BUT WE DONT KNOW FOR CERTAIN
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PARK IT FOR LATER
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IDEA 3: HIRING AN IN-HOUSE TEAM
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Full-time design team $210,000.00 Writer $55,000.00
Strategist $190,000.00 Nerd $90,000.00
Total $545,000.00
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JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
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CURRENT METRICS
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OPPORTUNITY: BIG BUDGET
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CONSTRAINT: 1 YEAR TO MEET GOAL
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AGENCY COST: $750,000.00
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TIME TO LAUNCH: 3 MONTHS
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TIME TO IMPACT: 6 MONTHS?
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HUGE IMPACT
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BUT ITLL TAKE 9 MONTHS
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DISCUSS W/ THE CLIENT, BUT FOR NOW
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SET GOAL(S)
FIND PARAMETERS
USE THE FEEDBACK LOOP
DELIBERATE REPETITION
1
2
3
4
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CLIENTS & CUSTOMERS BUY AN OUTCOME
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SO SELL THE OUTCOME THEY WANT
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STRATEGY RECRUITS AND EMPLOYS TACTICS IN TERMS OF THAT OUTCOME
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AND CONNECTS THE TWO.
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Many services companies fail because they
confuse tactics with outcome. A deliberate,
strategic approach can fix that.
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STRATEGY SAVES ALL ONE-TRICK PONIES BECAUSE THEYRE NOT ONE-TRICK ANY MORE
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CHECK OUT THE SEO!!!!
i am da boss!!!
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ON KINDLE bit.ly/onetrick
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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