DIGITAL MARKETING TOP-TO-BOTTOM PREPARED BY IAN LURIE PORTENT, INC PORTENT.COM

Transcription

1 DIGITAL MARKETING TOP-TO-BOTTOM PREPARED BY IAN LURIE PORTENT, INC PORTENT.COM 1

2 CEO & Founder 2

3 nobody knows the troubles i've seen... 3

4 4

5 portent.co/mktgpi Yes, like this, no m. 5

6 6

7 7

8 8

9 WHY ARE PEOPLE DOING THIS?! 9

10 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME 10

11 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME SEARCH 11

12 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME VISIT 12

13 THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME POST 13

14 THEY VE GOT IT ALL WRONG 14

15 MARKETING IS A PROCESS THAT HAS FOUR STEPS 15

16 1. FIND OPPORTUNITIES 16

17 2. CONNECT PEOPLE 3. TO VALUE 4. WHEN THEY NEED IT 17

18 REPEAT 18

19 (That s the definition of marketing, by the way.) 19

20 MARKETING CONNECTS PEOPLE TO VALUE WHEN THEY NEED IT 20

21 THE MARKETING PROCESS: WHAT WE LL DO TODAY RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 21

22 THE MARKETING PROCESS: WHAT WE LL DO TODAY??? 22

23 MY COMPANY: LURIE SPACE TOURISM OH, AND DON T FORGET STRATEGY WEEEEEEEEEE 23

24 THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 24

25 STEP.5: RUN THE NUMBERS 25

26 WHAT YOU VE GOT 26

27 WHERE YOU VE BEEN 27

28 WHERE YOU RE GOING 28

29 WHERE YOU RE GOING 29

30 webpagetest.org 30

31 BUT NOW YOU KNOW THE NUMBERS. YOU CAN APPLY THEM. 31

32 STEP 1: FIND OPPORTUNITIES 32

33 THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 33

34 AN ASSESSMENT FRAMEWORK: THE MARKETING STACK 34

35 PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 35

36 PAID EARNED OWNED THE STACK IS A METAPHOR TO HELP YOU SEE HOW IT ALL FITS TOGETHER CONTENT ANALYTICS INFRASTRUCTURE 36

37 PAID EARNED OWNED CONTENT Impacts percolate up ANALYTICS INFRASTRUCTURE 37

38 PAID EARNED OWNED CONTENT So a problem here ANALYTICS INFRASTRUCTURE 38

39 PAID EARNED OWNED CONTENT May impact here ANALYTICS INFRASTRUCTURE 39

40 PAID EARNED OWNED CONTENT ANALYTICS Good stuff here INFRASTRUCTURE 40

41 PAID EARNED OWNED CONTENT Will help here ANALYTICS INFRASTRUCTURE 41

42 PAID EARNED OWNED CONTENT And ANALYTICS here INFRASTRUCTURE 42

43 PAID EARNED OWNED CONTENT ANALYTICS And here. INFRASTRUCTURE 43

44 THE BASIC INGREDIENTS: THE ELEMENTS 44

45 WITHOUT THESE, NOTHING WORKS PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 45

46 WITHOUT THESE, NOTHING WORKS PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 46

47 PAID EARNED OWNED SERVERS SOFTWARE FULFILLMENT PEOPLE CONTENT ANALYTICS INFRASTRUCTURE 47

48 WEB ANALYTICS BUSINESS PAID ANALYTICS EARNED OWNED PREDICTIVE DATA AUDIENCE ANALYSIS CONTENT ANALYTICS INFRASTRUCTURE 48

49 PAID EARNED OWNED CONTENT PRODUCT DESCRIPTIONS ANALYTICS IMAGES VIDEO INFRASTRUCTURE INFORMATIONAL 49

50 ELEMENTS IMPACT THE ENTIRE STORY ARC Consideration Research Conversion Loyalty Discovery 50

51 (That s why they re elements.) 51

52 EXERCISE ASSESS ELEMENTS 52

53 INFRASTRUCTURE 53

54 Link testing: Screaming Frog 54

55 55

56 56

57 57

58 NOT TOO BAD 58

59 site performance: Google Page Speed 59

60 site performance: Google Page Speed 60

61 61

62 62

63 63

64 64

65 65

66 66

67 1.5 MEGABYTES 67

68 300KB 68

69 DOES IT WORK?!!! 69

70 70

71 A BRIEF INTERLUDE THE BROKEN FORM DEBACLE 71

72 SERVER LATENCY SECURITY CACHING SCALABILITY 72

73 BUT START WITH THE BASICS: SPEED, ERRORS, DATA COLLECTION 73

74 INFRASTRUCTURE: F s load time errors 3. Crashes 74

75 LOAD TIMES = IMAGE SIZE 75

76 76

77 EASY FIX: OPPORTUNITY!!! 77

78 ANALYTICS 78

79 STORING E-COMMERCE DATA? ANALYTICS 79

80 IS IT ACCURATE? ANALYTICS 80

81 STORING MICRO-CONVERSIONS? 81

82 ANALYTICS: A- 1. Conversion tracking 2. E-commerce data 3. No events/scroll/business analytics 82

83 CONTENT 83

84 YOU COULD DO THIS 84

85 webpagetest.org 85

86 OR JUST SPOT-CHECK 86

87 87

88 88

89 89

90 CHECK FOR DUPLICATION CUT 90

91 CHECK FOR DUPLICATION PASTE (WITH QUOTES) 91

92 CHECK FOR DUPLICATION NOT BAD 92

93 CHECK FOR DUPLICATION BAD 93

94 CHECK FOR DUPLICATION BAD 94

95 CHECK FOR DUPLICATION 95

96 CHECK GRADE LEVEL 96

97 CHECK GRADE LEVEL 97

98 CHECK GRADE LEVEL 98

99 CHECK GRADE LEVEL 99

100 CHECK GRADE LEVEL IN MOST CASES, AIM FOR <10 100

101 CONTENT: D Awful trip descriptions 2. Cut-and-paste th grade level 101

102 HARD TO FIX: STILL OPPORTUNITY, BUT 102

103 NOW YOU KNOW OPPORTUNITIES IN THE ELEMENTS 103

104 HOW PEOPLE CONNECT: THE CHANNELS 104

105 PAID EARNED OWNED CONTENT SHARE OF VOICE & ATTENTION YOU PURCHASE, ANALYTICS BY THE CLICK, BY THE IMPRESSION OR ANOTHER WAY. INFRASTRUCTURE 105

106 PAID EARNED OWNED PAID CAN DRIVE DISCOVERY, BUILD USEFULNESS GIVE YOU DIRECT ACCESS CONTENT ANALYTICS TO THE WEIRD. INFRASTRUCTURE 106

107 PAID EARNED OWNED CONTENT IT DOESN T SCALE BUT IT S VERY TARGETABLE AND EASILY MEASURED ANALYTICS INFRASTRUCTURE 107

108 PAID IMPACTS THE MID STORY ARC Consideration Research Conversion Loyalty Discovery 108

109 PAID TYPES 109

110 PAY-PER-CLICK 110

111 ADWORDS 111

112 ADWORDS 112

113 PRODUCT LISTING ADS (PLAS) 113

114 BING ADS 114

115 BING PRODUCT ADS 115

116 AMAZON 116

117 RETARGETING YEP. AMAZON. Google AdX PubMatic 117

118 RETARGETING 118

119 RETARGETING 119

120 RETARGETING ADROLL GOOGLE FACEBOOK EXCHANGE PERFECT AUDIENCE 120

121 PAY-PER-IMPRESSION 121

122 BANNERS 122

123 RICH MEDIA ADS 123

124 PROGRAMMATIC BUYING 124

125 PAID SOCIAL 125

126 PAID SOCIAL 126

127 PAID SOCIAL 127

128 PAID SOCIAL 128

129 PAID SOCIAL 129

130 PAID SOCIAL 130

131 PAID SOCIAL 131

132 EXERCISE PAID ASSESSMENT 132

133 MOON TRAVEL CONVERSION RATE = 1.5% VISITOR VALUE = $

134 MOON TRAVEL 250 clicks/year to LST 134

135 SEMRush 135

136 MOON TRAVEL 20,000 searches/year IF I CAN GET 1% = 200 MORE VISITS 136

137 ACROSS ALL PPC TERMS 1,000 MORE VISITS OVERALL VALUE/VISITOR = $

138 138

139 OPPORTUNITY!!! 139

140 I DON T DO ANY FACEBOOK ADS 140

141 GRAPH SEARCH 1534 like space tourism 141

142 CONTENT PROMOTION OPPORTUNITY!!! 142

143 PAID EARNED OWNED CONTENT SHARE OF VOICE & ATTENTION YOU GAIN BY BEING ANALYTICS SIGNIFICANT AND APPEALING TO THE WEIRD. INFRASTRUCTURE 143

144 PAID EARNED OWNED CONTENT HAPPY CUSTOMERS, INTERESTED READERS ANALYTICS & OTHER SUCCESSES AMPLIFY IT INFRASTRUCTURE 144

145 PAID EARNED OWNED CONTENT IT CAN SCALE MASSIVELY BUT IT S HARD TO GET ANALYTICS AND OFTEN HARD TO MEASURE INFRASTRUCTURE 145

146 PAID EARNED OWNED CONTENT IT HAS A LONG SALES CYCLE ANALYTICS INFRASTRUCTURE 146

147 EARNED IMPACTS THE EARLY-TO-MID STORY ARC Consideration Research Conversion Loyalty Discovery 147

148 ORGANIC SEARCH 148

149 SEARCH ENGINE OPTIMIZATION 149

150 UHHH 150

151 UHHH 151

152 GOOGLE S STILL IN CHARGE Bing Yahoo Google 152

153 SOCIAL MEDIA roi or bust, man 153

154 SOCIAL MEDIA 154

155 SOCIAL CONTENT SHARING 155

156 DON T GIVE UP YET 156

157 SOCIAL Q&A SITES 157

158 SOCIAL Q&A SITES 158

159 WHAT S THE MOST COMMON QUESTION YOU GET FROM CUSTOMERS? 159

160 EXERCISE EARNED ASSESSMENT 160

161 GOOGLE WEBMASTER TOOLS 161

162 BING WEBMASTER TOOLS 162

163 SEMRUSH 163

164 ADDRESS THE ELEMENTS 164

165 ADDRESS SEARCH 165

166 SOCIAL MEDIA 166

167 RIVALIQ (FULL DISCLOSURE: THEY RE A CLIENT) 167

168 PAID EARNED OWNED CONTENT LITERALLY, MARKETING ASSETS YOU OWN ANALYTICS LOTS OF CONTENT BELONGS IN OWNED INFRASTRUCTURE 168

169 PAID EARNED OWNED CONTENT USER GENERATED CONTENT THE HOUSE LIST CRM DATABASE ANALYTICS INFRASTRUCTURE 169

170 PAID EARNED OWNED CONTENT YOU OWN THESE ASSETS & CAN USE THEM AS DESIRED ANALYTICS INFRASTRUCTURE 170

171 PAID EARNED OWNED EASIEST TO MEASURE CONTENT SCALES WELL BUT CAN GET STALE ANALYTICS OR ANNOY CUSTOMERS INFRASTRUCTURE 171

172 OWNED IMPACTS THE LATE STORY ARC Consideration Research Conversion Loyalty Discovery 172

173 Consideration Research Conversion Loyalty 173

174 YOUR HOUSE LIST IS A PRICELESS ASSET 174

175 BUT BEWARE SPAM!!! 175

176 BUT BEWARE THE EMOTIONAL DEFINITION OF SPAM!!! 176

177 CONVERSION RATE =.5% 177

178 FORMS = AWFUL 178

179 NOW YOU KNOW OPPORTUNITIES IN THE CHANNELS 179

180 EXERCISE STACK ASSESSMENT 180

181 d 181

182 OPPORTUNITY GAPS WEAKNESSES W/ EASY WINS STRENGTHS 182

183 d 183

184 PAID:B EARNED: B- OWNED: B- CONTENT: D ANALYTICS: A- INFRASTRUCTURE: F+ 184

185 185

186 NOW YOU KNOW YOUR CHANNEL OPPORTUNITIES ACROSS THE STACK 186

187 A BRIEF INTERLUDE THE PROBLEM 187

188 ALL MARKETING HAPPENS ON THE CLASSIC STORY ARC 188

189 THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 189

190 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Wow, I didn t know about cycling hand protection. Thanks! 190

191 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Hmmm. I think I need a new helmet. 191

192 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Oh yeah, I remember these guys. 192

193 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Comes to your site, looks at your stuff, asks around 193

194 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Makes their purchase 194

195 THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery If they enjoy the experience, and you give them more 195

196 BUT SINGLE-POINT THINKING MAKES MOST COMPANIES START HERE Consideration Research Conversion Loyalty Discovery 196

197 THEY COMPLETELY IGNORE THIS Consideration Research Conversion Loyalty Discovery 197

198 YIKES. IGNORED INCLUDED 198

199 FOR OUR CYCLIST, THAT MEANS Wow, I didn t know about cycling hand protection. Thanks! Hmmm. I think I need a new helmet. Oh yeah, I remember these guys. Comes to your site, looks at your stuff, asks around Makes their purchase 199

200 YOU VE MISSED 70% OF YOUR AUDIENCE 200

201 AND YOUR AUDIENCE DOESN T KNOW YOU 201

202 YOU RE JUST LIKE EVERYONE ELSE 202

203 THAT S BAD 203

204 MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 204

205 STEP 2: CONNECT PEOPLE 205

206 AND PEOPLE ARE WEIRD 206

207 THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 207

208 READ WE ARE ALL WEIRD (Seth Godin) 208

209 WEIRD BIZARRE 209

210 THE WEIRD ARE AT A CONFLUENCE OF EVENTS/INTERESTS THAT MAKES SOMETHING ABOUT YOU UTTERLY COMPELLING 210

211 WEIRD WHAT S COMPLETELY UNIQUE ABOUT YOUR AUDIENCE? 211

212 WHAT COMBINATION OF IDEAS? PROBLEMS? TRAITS? 212

213 PAID:B EARNED: B- OWNED: B- CONTENT: D ANALYTICS: A- INFRASTRUCTURE: F+ 213

214 IT S HARD TO STAND OUT FROM THE CROWD. SO DON T HANG OUT WITH THE CROWD. 214

215 INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE. 215

216 WEIRD = ANY OVERLAP/NICHE ALLERGIC TO WOOL DUDE. THAT'S PERSONAL. 216

217 FINDING THE WEIRD: AFFINITIES 217

218 CYCLIST WANTS A COOLER HELMET TALK TO THESE PEOPLE 218

219 PARENTS CONCERNED ABOUT SAFETY TALK TO THESE PEOPLE 219

220 CYCLIST JUST CRASHED TALK TO THESE PEOPLE 220

221 CYCLIST GOING ON A TRIP TALK TO THESE PEOPLE 221

222 CYCLISTS HAS A BIRTHDAY TALK TO THESE PEOPLE 222

223 PSYCHOGRAPHICS 223

224 CYCLISTS LIKE JIMMY BUFFET TALK TO THESE PEOPLE 224

225 CYCLISTS WATCH STORAGE WARS TALK TO THESE PEOPLE 225

226 FIND JUST THE RIGHT PEOPLE Consideration Research Conversion Loyalty Discovery 226

227 USE SITES WITH COLLABORATIVE FILTERS 227

228 USE SITES WITH COLLABORATIVE FILTERS HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS? 228

229 I LL TRY ADVERTISING TO FOLKS WHO BUY LOCKS 229

230 MAYBE EVEN WRITE CONTENT ABOUT BIKE LOCKS 230

231 IS THERE SOME PART OF THE STACK THAT SUITS YOU PARTICULARLY WELL TO TALK TO ONE OF THE WEIRD? 231

232 IS THERE A BIG IMPROVEMENT YOU CAN MAKE? 232

233 A REAL STRENGTH? 233

234 EXERCISE DEFINING THE WEIRD 234

235 THINK a cyclist who just crashed has to replace their helmet 235

236 FACEBOOK GRAPH SEARCH 236

237 AMAZON 237

238 FACEBOOK GRAPH SEARCH 238

239 HOW BIG IS THE AUDIENCE? WHAT LL IT GET ME? 239

240 240

241 40 MILLION TOTAL! BUT LOW RELEVANCE AT BEST, I LL GET.001% OF THEM THAT S 400 VISITORS 241

242 MEH. 242

243 BUT IT DOES ADD UP. 243

244 NOW YOU KNOW WHO YOU RE TALKING TO 244

245 (Finding the Weird only helps if you provide something.) 245

246 MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 246

247 STEP 3: DELIVER VALUE 247

248 VALUE REQUIRES THAT YOU ARE USEFUL 248

249 THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 249

250 USEFUL WHAT DO THEY NEED TO KNOW? 250

251 ANSWER THEIR QUESTIONS, AND YOU RE USEFUL 251

252 USEFUL WHAT DO THEY LIKE? 252

253 USEFUL WHAT DO THEY DISLIKE? 253

254 USEFUL WHAT DO THEY WANT TO DO? 254

255 USEFUL WHAT DO THEY WANT TO KNOW? 255

256 THAT S USEFUL IT GETS YOUR AUDIENCE SHARING, BECOMING CUSTOMER OR ATTRACTING THEM BY TELLING OTHERS 256

257 WHAT IN THE STACK MIGHT INTERFERE WITH THEIR EXPERIENCE? 257

258 WHAT IN THE STACK MIGHT IMPROVE THEIR EXPERIENCE? 258

259 PAID:B EARNED: B- OWNED: B- CONTENT: D ANALYTICS: A- INFRASTRUCTURE: F+ 259

260 REMEMBER THIS? HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS? 260

261 I LL WRITE ABOUT OR ADVERTISE NEAR BIKE LOCKS 261

262 AND GET FOLKS WAY OVER HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know that about bike locks. Thanks! 262

263 GOOGLE SUGGEST 263

264 GET FOLKS OVER HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know that about bike locks. Thanks! 264

265 EXERCISE FINDING THE VALUE 265

266 GOOGLE SUGGEST 266

267 TWITTER SEARCH 267

268 TWITTER SEARCH 268

269 TWITTER SEARCH 269

270 QUORA 270

271 QUORA 271

272 QUORA 272

273 WHAT LL I GET? 273

274 NOW YOU KNOW WHAT YOUR AUDIENCE FINDS VALUABLE 274

275 (But randomly useful provides no value.) 275

276 MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 276

277 STEP 4: BE RELEVANT 277

278 YOU HAVE TO DELIVER USEFUL WHEN THEY NEED IT 278

279 WHEN THEY NEED IT WHERE IN THE STORY ARC IS YOUR CUSTOMER MOST LIKELY TO ENCOUNTER YOU? 279

280 WHAT WILL THEY NEED? WHAT WILL MAKE YOU USEFUL? 280

281 WHAT PROBLEMS IN THE MARKETING STACK MIGHT DETRACT FROM THE EXPERIENCE?! 281

282 WHAT STRENGTHS IN THE MARKETING STACK MIGHT IMPROVE THE EXPERIENCE?! OR GET MORE FOLKS TO FIND YOU?!!! 282

283 PAID:B EARNED: B- OWNED: B- CONTENT: D ANALYTICS: A- INFRASTRUCTURE: F+ 283

284 THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 284

285 (And that s probably long before they want to buy.) 285

286 PULL TOGETHER THE OPPORTUNITIES, PEOPLE AND VALUE 286

287 USEFUL HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know about cycling hand protection. Thanks! 287

288 MEANS THEY LL BE AROUND WHEN YOU RE USEFUL HERE. Consideration Research Conversion Loyalty Discovery Hmmm. I think I need a new helmet. 288

289 NOW, YOU CAN ACCESS THIS Consideration Research Conversion Loyalty Discovery 289

290 YOU KNOW WHAT TO DO TO MOVE THEM FROM HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know about cycling hand protection. Thanks! 290

291 TO HERE Consideration Research Conversion Loyalty Discovery If they enjoy the experience, and you give them more 291

292 Paid/Paid Social Search/Paid Social Owned Loyalty Social/Organic 292

293 WHERE IS YOUR BEST OPPORTUNITY IN THE STACK TO TIME IT RIGHT? 293

294 IS THERE A BIG IMPROVEMENT YOU CAN MAKE? 294

295 A REAL STRENGTH? 295

296 EXERCISE TIMING IT RIGHT 296

297 NOW YOU KNOW THE BEST TIME TO REACH THEM 297

298 1. PAID SOCIAL 2. SEE CONTENT 3. GET RETARGETED/NEWSLETTER/ETC. 4. REMEMBER 5. BUY 298

299 PUTTING IT ALL TOGETHER Paid Paid/Earned to product Conversion Retargeting Loyalty Earned/Paid to content 299

300 THE WRAPUP 300

301 YOU KNOW HOW TO FIND OPPORTUNITIES 301

302 YOU KNOW HOW TO FIND THE WEIRD 302

303 YOU KNOW HOW TO BE USEFUL TO THEM 303

304 AND YOU KNOW HOW TO TIME IT RIGHT 304

305 TIE IT BACK TO THE STACK 305

306 WHERE ARE THE GAPS THAT YOU CAN CLOSE? 306

307 THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 307

308 PAID:B EARNED: B- OWNED: B- CONTENT: D ANALYTICS: A- INFRASTRUCTURE: F+ 308

309 THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 309

310 QUESTIONS? Ian portent.co/mktgpi 310