DIGITAL MARKETING TOP-TO-BOTTOM PREPARED BY IAN LURIE PORTENT, INC PORTENT.COM 1
CEO & Founder 2
nobody knows the troubles i've seen... 3
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portent.co/mktgpi Yes, like this, no m. 5
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WHY ARE PEOPLE DOING THIS?! 9
THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME 10
THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME SEARCH 11
THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME VISIT 12
THEY THINK DIGITAL MARKETING HAPPENS AT A SINGLE POINT IN TIME POST 13
THEY VE GOT IT ALL WRONG 14
MARKETING IS A PROCESS THAT HAS FOUR STEPS 15
1. FIND OPPORTUNITIES 16
2. CONNECT PEOPLE 3. TO VALUE 4. WHEN THEY NEED IT 17
REPEAT 18
(That s the definition of marketing, by the way.) 19
MARKETING CONNECTS PEOPLE TO VALUE WHEN THEY NEED IT 20
THE MARKETING PROCESS: WHAT WE LL DO TODAY RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 21
THE MARKETING PROCESS: WHAT WE LL DO TODAY??? 22
MY COMPANY: LURIE SPACE TOURISM OH, AND DON T FORGET STRATEGY WEEEEEEEEEE 23
THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 24
STEP.5: RUN THE NUMBERS 25
WHAT YOU VE GOT 26
WHERE YOU VE BEEN 27
WHERE YOU RE GOING 28
WHERE YOU RE GOING 29
webpagetest.org 30
BUT NOW YOU KNOW THE NUMBERS. YOU CAN APPLY THEM. 31
STEP 1: FIND OPPORTUNITIES 32
THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 33
AN ASSESSMENT FRAMEWORK: THE MARKETING STACK 34
PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 35
PAID EARNED OWNED THE STACK IS A METAPHOR TO HELP YOU SEE HOW IT ALL FITS TOGETHER CONTENT ANALYTICS INFRASTRUCTURE 36
PAID EARNED OWNED CONTENT Impacts percolate up ANALYTICS INFRASTRUCTURE 37
PAID EARNED OWNED CONTENT So a problem here ANALYTICS INFRASTRUCTURE 38
PAID EARNED OWNED CONTENT May impact here ANALYTICS INFRASTRUCTURE 39
PAID EARNED OWNED CONTENT ANALYTICS Good stuff here INFRASTRUCTURE 40
PAID EARNED OWNED CONTENT Will help here ANALYTICS INFRASTRUCTURE 41
PAID EARNED OWNED CONTENT And ANALYTICS here INFRASTRUCTURE 42
PAID EARNED OWNED CONTENT ANALYTICS And here. INFRASTRUCTURE 43
THE BASIC INGREDIENTS: THE ELEMENTS 44
WITHOUT THESE, NOTHING WORKS PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 45
WITHOUT THESE, NOTHING WORKS PAID EARNED OWNED CONTENT ANALYTICS INFRASTRUCTURE 46
PAID EARNED OWNED SERVERS SOFTWARE FULFILLMENT PEOPLE CONTENT ANALYTICS INFRASTRUCTURE 47
WEB ANALYTICS BUSINESS PAID ANALYTICS EARNED OWNED PREDICTIVE DATA AUDIENCE ANALYSIS CONTENT ANALYTICS INFRASTRUCTURE 48
PAID EARNED OWNED CONTENT PRODUCT DESCRIPTIONS EMAIL ANALYTICS IMAGES VIDEO INFRASTRUCTURE INFORMATIONAL 49
ELEMENTS IMPACT THE ENTIRE STORY ARC Consideration Research Conversion Loyalty Discovery 50
(That s why they re elements.) 51
EXERCISE ASSESS ELEMENTS 52
INFRASTRUCTURE 53
Link testing: Screaming Frog 54
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NOT TOO BAD 58
site performance: Google Page Speed 59
site performance: Google Page Speed 60
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1.5 MEGABYTES 67
300KB 68
DOES IT WORK?!!! 69
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A BRIEF INTERLUDE THE BROKEN FORM DEBACLE 71
SERVER LATENCY SECURITY CACHING SCALABILITY 72
BUT START WITH THE BASICS: SPEED, ERRORS, DATA COLLECTION 73
INFRASTRUCTURE: F-- 1. 8s load time 2. 354 404 errors 3. Crashes 74
LOAD TIMES = IMAGE SIZE 75
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EASY FIX: OPPORTUNITY!!! 77
ANALYTICS 78
STORING E-COMMERCE DATA? ANALYTICS 79
IS IT ACCURATE? ANALYTICS 80
STORING MICRO-CONVERSIONS? 81
ANALYTICS: A- 1. Conversion tracking 2. E-commerce data 3. No events/scroll/business analytics 82
CONTENT 83
YOU COULD DO THIS 84
webpagetest.org 85
OR JUST SPOT-CHECK 86
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CHECK FOR DUPLICATION CUT 90
CHECK FOR DUPLICATION PASTE (WITH QUOTES) 91
CHECK FOR DUPLICATION NOT BAD 92
CHECK FOR DUPLICATION BAD 93
CHECK FOR DUPLICATION BAD 94
CHECK FOR DUPLICATION 95
CHECK GRADE LEVEL 96
CHECK GRADE LEVEL 97
CHECK GRADE LEVEL 98
CHECK GRADE LEVEL 99
CHECK GRADE LEVEL IN MOST CASES, AIM FOR <10 100
CONTENT: D----- 1. Awful trip descriptions 2. Cut-and-paste 3. 14 th grade level 101
HARD TO FIX: STILL OPPORTUNITY, BUT 102
NOW YOU KNOW OPPORTUNITIES IN THE ELEMENTS 103
HOW PEOPLE CONNECT: THE CHANNELS 104
PAID EARNED OWNED CONTENT SHARE OF VOICE & ATTENTION YOU PURCHASE, ANALYTICS BY THE CLICK, BY THE IMPRESSION OR ANOTHER WAY. INFRASTRUCTURE 105
PAID EARNED OWNED PAID CAN DRIVE DISCOVERY, BUILD USEFULNESS GIVE YOU DIRECT ACCESS CONTENT ANALYTICS TO THE WEIRD. INFRASTRUCTURE 106
PAID EARNED OWNED CONTENT IT DOESN T SCALE BUT IT S VERY TARGETABLE AND EASILY MEASURED ANALYTICS INFRASTRUCTURE 107
PAID IMPACTS THE MID STORY ARC Consideration Research Conversion Loyalty Discovery 108
PAID TYPES 109
PAY-PER-CLICK 110
ADWORDS 111
ADWORDS 112
PRODUCT LISTING ADS (PLAS) 113
BING ADS 114
BING PRODUCT ADS 115
AMAZON 116
RETARGETING YEP. AMAZON. Google AdX PubMatic 117
RETARGETING 118
RETARGETING 119
RETARGETING ADROLL GOOGLE FACEBOOK EXCHANGE PERFECT AUDIENCE 120
PAY-PER-IMPRESSION 121
BANNERS 122
RICH MEDIA ADS 123
PROGRAMMATIC BUYING 124
PAID SOCIAL 125
PAID SOCIAL 126
PAID SOCIAL 127
PAID SOCIAL 128
PAID SOCIAL 129
PAID SOCIAL 130
PAID SOCIAL 131
EXERCISE PAID ASSESSMENT 132
MOON TRAVEL CONVERSION RATE = 1.5% VISITOR VALUE = $300.00 133
MOON TRAVEL 250 clicks/year to LST 134
SEMRush 135
MOON TRAVEL 20,000 searches/year IF I CAN GET 1% = 200 MORE VISITS 136
ACROSS ALL PPC TERMS 1,000 MORE VISITS OVERALL VALUE/VISITOR = $125 137
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OPPORTUNITY!!! 139
I DON T DO ANY FACEBOOK ADS 140
GRAPH SEARCH 1534 like space tourism 141
CONTENT PROMOTION OPPORTUNITY!!! 142
PAID EARNED OWNED CONTENT SHARE OF VOICE & ATTENTION YOU GAIN BY BEING ANALYTICS SIGNIFICANT AND APPEALING TO THE WEIRD. INFRASTRUCTURE 143
PAID EARNED OWNED CONTENT HAPPY CUSTOMERS, INTERESTED READERS ANALYTICS & OTHER SUCCESSES AMPLIFY IT INFRASTRUCTURE 144
PAID EARNED OWNED CONTENT IT CAN SCALE MASSIVELY BUT IT S HARD TO GET ANALYTICS AND OFTEN HARD TO MEASURE INFRASTRUCTURE 145
PAID EARNED OWNED CONTENT IT HAS A LONG SALES CYCLE ANALYTICS INFRASTRUCTURE 146
EARNED IMPACTS THE EARLY-TO-MID STORY ARC Consideration Research Conversion Loyalty Discovery 147
ORGANIC SEARCH 148
SEARCH ENGINE OPTIMIZATION 149
UHHH 150
UHHH 151
GOOGLE S STILL IN CHARGE Bing Yahoo Google 152
SOCIAL MEDIA roi or bust, man 153
SOCIAL MEDIA 154
SOCIAL CONTENT SHARING 155
DON T GIVE UP YET 156
SOCIAL Q&A SITES 157
SOCIAL Q&A SITES 158
WHAT S THE MOST COMMON QUESTION YOU GET FROM CUSTOMERS? 159
EXERCISE EARNED ASSESSMENT 160
GOOGLE WEBMASTER TOOLS 161
BING WEBMASTER TOOLS 162
SEMRUSH 163
ADDRESS THE ELEMENTS 164
ADDRESS SEARCH 165
SOCIAL MEDIA 166
RIVALIQ (FULL DISCLOSURE: THEY RE A CLIENT) 167
PAID EARNED OWNED CONTENT LITERALLY, MARKETING ASSETS YOU OWN ANALYTICS LOTS OF CONTENT BELONGS IN OWNED INFRASTRUCTURE 168
PAID EARNED OWNED CONTENT USER GENERATED CONTENT THE HOUSE E-MAIL LIST CRM DATABASE ANALYTICS INFRASTRUCTURE 169
PAID EARNED OWNED CONTENT YOU OWN THESE ASSETS & CAN USE THEM AS DESIRED ANALYTICS INFRASTRUCTURE 170
PAID EARNED OWNED EASIEST TO MEASURE CONTENT SCALES WELL BUT CAN GET STALE ANALYTICS OR ANNOY CUSTOMERS INFRASTRUCTURE 171
OWNED IMPACTS THE LATE STORY ARC Consideration Research Conversion Loyalty Discovery 172
Consideration Research Conversion Loyalty 173
YOUR HOUSE LIST IS A PRICELESS ASSET 174
BUT BEWARE SPAM!!! 175
BUT BEWARE THE EMOTIONAL DEFINITION OF SPAM!!! 176
CONVERSION RATE =.5% 177
FORMS = AWFUL 178
NOW YOU KNOW OPPORTUNITIES IN THE CHANNELS 179
EXERCISE STACK ASSESSMENT 180
d 181
OPPORTUNITY GAPS WEAKNESSES W/ EASY WINS STRENGTHS 182
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PAID:B EARNED: B- OWNED: B- CONTENT: D------ ANALYTICS: A- INFRASTRUCTURE: F+ 184
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NOW YOU KNOW YOUR CHANNEL OPPORTUNITIES ACROSS THE STACK 186
A BRIEF INTERLUDE THE PROBLEM 187
ALL MARKETING HAPPENS ON THE CLASSIC STORY ARC 188
THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 189
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Wow, I didn t know about cycling hand protection. Thanks! 190
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Hmmm. I think I need a new helmet. 191
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Oh yeah, I remember these guys. 192
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Comes to your site, looks at your stuff, asks around 193
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery Makes their purchase 194
THE STORY ARC FOR A CYCLIST Consideration Research Conversion Loyalty Discovery If they enjoy the experience, and you give them more 195
BUT SINGLE-POINT THINKING MAKES MOST COMPANIES START HERE Consideration Research Conversion Loyalty Discovery 196
THEY COMPLETELY IGNORE THIS Consideration Research Conversion Loyalty Discovery 197
YIKES. IGNORED INCLUDED 198
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
YOU VE MISSED 70% OF YOUR AUDIENCE 200
AND YOUR AUDIENCE DOESN T KNOW YOU 201
YOU RE JUST LIKE EVERYONE ELSE 202
THAT S BAD 203
MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 204
STEP 2: CONNECT PEOPLE 205
AND PEOPLE ARE WEIRD 206
THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 207
READ WE ARE ALL WEIRD (Seth Godin) 208
WEIRD BIZARRE 209
THE WEIRD ARE AT A CONFLUENCE OF EVENTS/INTERESTS THAT MAKES SOMETHING ABOUT YOU UTTERLY COMPELLING 210
WEIRD WHAT S COMPLETELY UNIQUE ABOUT YOUR AUDIENCE? 211
WHAT COMBINATION OF IDEAS? PROBLEMS? TRAITS? 212
PAID:B EARNED: B- OWNED: B- CONTENT: D------ ANALYTICS: A- INFRASTRUCTURE: F+ 213
IT S HARD TO STAND OUT FROM THE CROWD. SO DON T HANG OUT WITH THE CROWD. 214
INSTEAD, CHOOSE THE WEIRD. REALLY LIKES WAFFLES IT'S TRUE. 215
WEIRD = ANY OVERLAP/NICHE ALLERGIC TO WOOL DUDE. THAT'S PERSONAL. 216
FINDING THE WEIRD: AFFINITIES 217
CYCLIST WANTS A COOLER HELMET TALK TO THESE PEOPLE 218
PARENTS CONCERNED ABOUT SAFETY TALK TO THESE PEOPLE 219
CYCLIST JUST CRASHED TALK TO THESE PEOPLE 220
CYCLIST GOING ON A TRIP TALK TO THESE PEOPLE 221
CYCLISTS HAS A BIRTHDAY TALK TO THESE PEOPLE 222
PSYCHOGRAPHICS 223
CYCLISTS LIKE JIMMY BUFFET TALK TO THESE PEOPLE 224
CYCLISTS WATCH STORAGE WARS TALK TO THESE PEOPLE 225
FIND JUST THE RIGHT PEOPLE Consideration Research Conversion Loyalty Discovery 226
USE SITES WITH COLLABORATIVE FILTERS 227
USE SITES WITH COLLABORATIVE FILTERS HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS? 228
I LL TRY ADVERTISING TO FOLKS WHO BUY LOCKS 229
MAYBE EVEN WRITE CONTENT ABOUT BIKE LOCKS 230
IS THERE SOME PART OF THE STACK THAT SUITS YOU PARTICULARLY WELL TO TALK TO ONE OF THE WEIRD? 231
IS THERE A BIG IMPROVEMENT YOU CAN MAKE? 232
A REAL STRENGTH? 233
EXERCISE DEFINING THE WEIRD 234
THINK a cyclist who just crashed has to replace their helmet 235
FACEBOOK GRAPH SEARCH 236
AMAZON 237
FACEBOOK GRAPH SEARCH 238
HOW BIG IS THE AUDIENCE? WHAT LL IT GET ME? 239
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40 MILLION TOTAL! BUT LOW RELEVANCE AT BEST, I LL GET.001% OF THEM THAT S 400 VISITORS 241
MEH. 242
BUT IT DOES ADD UP. 243
NOW YOU KNOW WHO YOU RE TALKING TO 244
(Finding the Weird only helps if you provide something.) 245
MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 246
STEP 3: DELIVER VALUE 247
VALUE REQUIRES THAT YOU ARE USEFUL 248
THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 249
USEFUL WHAT DO THEY NEED TO KNOW? 250
ANSWER THEIR QUESTIONS, AND YOU RE USEFUL 251
USEFUL WHAT DO THEY LIKE? 252
USEFUL WHAT DO THEY DISLIKE? 253
USEFUL WHAT DO THEY WANT TO DO? 254
USEFUL WHAT DO THEY WANT TO KNOW? 255
THAT S USEFUL IT GETS YOUR AUDIENCE SHARING, BECOMING CUSTOMER OR ATTRACTING THEM BY TELLING OTHERS 256
WHAT IN THE STACK MIGHT INTERFERE WITH THEIR EXPERIENCE? 257
WHAT IN THE STACK MIGHT IMPROVE THEIR EXPERIENCE? 258
PAID:B EARNED: B- OWNED: B- CONTENT: D------ ANALYTICS: A- INFRASTRUCTURE: F+ 259
REMEMBER THIS? HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS? 260
I LL WRITE ABOUT OR ADVERTISE NEAR BIKE LOCKS 261
AND GET FOLKS WAY OVER HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know that about bike locks. Thanks! 262
GOOGLE SUGGEST 263
GET FOLKS OVER HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know that about bike locks. Thanks! 264
EXERCISE FINDING THE VALUE 265
GOOGLE SUGGEST 266
TWITTER SEARCH 267
TWITTER SEARCH 268
TWITTER SEARCH 269
QUORA 270
QUORA 271
QUORA 272
WHAT LL I GET? 273
NOW YOU KNOW WHAT YOUR AUDIENCE FINDS VALUABLE 274
(But randomly useful provides no value.) 275
MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT 276
STEP 4: BE RELEVANT 277
YOU HAVE TO DELIVER USEFUL WHEN THEY NEED IT 278
WHEN THEY NEED IT WHERE IN THE STORY ARC IS YOUR CUSTOMER MOST LIKELY TO ENCOUNTER YOU? 279
WHAT WILL THEY NEED? WHAT WILL MAKE YOU USEFUL? 280
WHAT PROBLEMS IN THE MARKETING STACK MIGHT DETRACT FROM THE EXPERIENCE?! 281
WHAT STRENGTHS IN THE MARKETING STACK MIGHT IMPROVE THE EXPERIENCE?! OR GET MORE FOLKS TO FIND YOU?!!! 282
PAID:B EARNED: B- OWNED: B- CONTENT: D------ ANALYTICS: A- INFRASTRUCTURE: F+ 283
THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 284
(And that s probably long before they want to buy.) 285
PULL TOGETHER THE OPPORTUNITIES, PEOPLE AND VALUE 286
USEFUL HERE Consideration Research Conversion Loyalty Discovery Wow, I didn t know about cycling hand protection. Thanks! 287
MEANS THEY LL BE AROUND WHEN YOU RE USEFUL HERE. Consideration Research Conversion Loyalty Discovery Hmmm. I think I need a new helmet. 288
NOW, YOU CAN ACCESS THIS Consideration Research Conversion Loyalty Discovery 289
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
TO HERE Consideration Research Conversion Loyalty Discovery If they enjoy the experience, and you give them more 291
Paid/Paid Social Search/Paid Social Owned Loyalty Social/Organic 292
WHERE IS YOUR BEST OPPORTUNITY IN THE STACK TO TIME IT RIGHT? 293
IS THERE A BIG IMPROVEMENT YOU CAN MAKE? 294
A REAL STRENGTH? 295
EXERCISE TIMING IT RIGHT 296
NOW YOU KNOW THE BEST TIME TO REACH THEM 297
1. PAID SOCIAL 2. SEE CONTENT 3. GET RETARGETED/NEWSLETTER/ETC. 4. REMEMBER 5. BUY 298
PUTTING IT ALL TOGETHER Paid Paid/Earned to product Conversion Retargeting Loyalty Earned/Paid to content 299
THE WRAPUP 300
YOU KNOW HOW TO FIND OPPORTUNITIES 301
YOU KNOW HOW TO FIND THE WEIRD 302
YOU KNOW HOW TO BE USEFUL TO THEM 303
AND YOU KNOW HOW TO TIME IT RIGHT 304
TIE IT BACK TO THE STACK 305
WHERE ARE THE GAPS THAT YOU CAN CLOSE? 306
THE MARKETING PROCESS RELEVANCE UTILITY WHEN THEY NEED IT OPPORTUNITIES TO WITH VALUE CONNECT PEOPLE MKT STACK PERSONAS 307
PAID:B EARNED: B- OWNED: B- CONTENT: D------ ANALYTICS: A- INFRASTRUCTURE: F+ 308
THE MARKETING STORY ARC Consideration Research Conversion Loyalty Discovery 309
QUESTIONS? Ian Lurie @portentint www.portent.com portent.co/mktgpi 310