digital marketing, top to bottom
DESCRIPTION
This is a workshop I gave at SCOE.biz. It covers my process for digital marketing, from inventory to tactics.TRANSCRIPT
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DIGITAL MARKETING TOP-TO-BOTTOM
PREPARED BY IAN LURIE PORTENT, INC
PORTENT.COM
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CEO & Founder
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nobody knows the troubles i've seen...
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portent.co/mktgpi
Yes, like this, no ‘m’.
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WHY ARE PEOPLE DOING THIS?!
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THEY THINK DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME
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THEY THINK DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME SEARCH
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THEY THINK DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME VISIT
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THEY THINK DIGITAL MARKETING HAPPENS AT
A SINGLE POINT IN TIME POST
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THEY’VE GOT IT ALL WRONG
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MARKETING IS A PROCESS THAT HAS FOUR STEPS
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1. FIND OPPORTUNITIES
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2. CONNECT PEOPLE 3. TO VALUE 4. WHEN THEY NEED IT
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REPEAT
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(That’s the definition of marketing, by the way.)
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MARKETING CONNECTS PEOPLE TO VALUE WHEN THEY NEED IT
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UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS: WHAT WE’LL DO TODAY
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THE MARKETING PROCESS: WHAT WE’LL DO TODAY
???
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OH, AND DON’T FORGET
STRATEGY WEEEEEEEEEE
MY COMPANY: LURIE SPACE TOURISM
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Discovery
Research Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
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STEP .5: RUN THE NUMBERS
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WHAT YOU’VE GOT
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WHERE YOU’VE BEEN
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WHERE YOU’RE GOING
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WHERE YOU’RE GOING
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webpagetest.org
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BUT NOW YOU KNOW THE NUMBERS. YOU CAN APPLY THEM.
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STEP 1: FIND OPPORTUNITIES
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UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS
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AN ASSESSMENT FRAMEWORK: THE MARKETING STACK
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED THE STACK IS A METAPHOR TO HELP YOU SEE HOW IT ALL FITS TOGETHER
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Impacts percolate up
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
So a problem here
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
May impact here
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Good stuff here
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
Will help here
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
And here
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
And here.
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THE BASIC INGREDIENTS: THE ELEMENTS
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
WITHOUT THESE, NOTHING WORKS
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
WITHOUT THESE, NOTHING WORKS
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED SERVERS SOFTWARE FULFILLMENT PEOPLE
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED WEB ANALYTICS BUSINESS ANALYTICS PREDICTIVE DATA AUDIENCE ANALYSIS
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
PRODUCT DESCRIPTIONS EMAIL IMAGES VIDEO INFORMATIONAL
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Discovery
Research Conversion
Loyalty…
Consideration
ELEMENTS IMPACT THE ENTIRE STORY ARC
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(That’s why they’re elements.)
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EXERCISE ASSESS ELEMENTS
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INFRASTRUCTURE
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Link testing: Screaming Frog
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NOT TOO BAD
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site performance: Google Page Speed
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site performance: Google Page Speed
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1.5 MEGABYTES
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300KB
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DOES IT WORK?!!!
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A BRIEF INTERLUDE THE BROKEN FORM DEBACLE
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SERVER LATENCY SECURITY CACHING SCALABILITY …
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BUT START WITH THE BASICS: SPEED, ERRORS, DATA COLLECTION
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INFRASTRUCTURE: F-- 1. 8s load time 2. 354 ‘404’ errors 3. Crashes
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LOAD TIMES = IMAGE SIZE
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EASY FIX: OPPORTUNITY!!!
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ANALYTICS
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ANALYTICS STORING E-COMMERCE DATA?
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ANALYTICS IS IT ACCURATE?
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STORING MICRO-CONVERSIONS?
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ANALYTICS: A- 1. Conversion tracking 2. E-commerce data 3. No events/scroll/business analytics
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CONTENT
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YOU COULD DO THIS
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webpagetest.org
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OR JUST SPOT-CHECK
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CHECK FOR DUPLICATION
CUT
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PASTE (WITH QUOTES)
CHECK FOR DUPLICATION
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NOT BAD
CHECK FOR DUPLICATION
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BAD
CHECK FOR DUPLICATION
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BAD
CHECK FOR DUPLICATION
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CHECK FOR DUPLICATION
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CHECK GRADE LEVEL
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CHECK GRADE LEVEL
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CHECK GRADE LEVEL
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CHECK GRADE LEVEL
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CHECK GRADE LEVEL
IN MOST CASES, AIM FOR <10
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CONTENT: D----- 1. Awful trip descriptions 2. Cut-and-paste 3. 14th grade level
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HARD TO FIX: STILL OPPORTUNITY, BUT…
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NOW YOU KNOW OPPORTUNITIES IN THE ELEMENTS
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HOW PEOPLE CONNECT: THE CHANNELS
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
SHARE OF VOICE & ATTENTION YOU PURCHASE, BY THE CLICK, BY THE IMPRESSION OR ANOTHER WAY.
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
PAID CAN DRIVE DISCOVERY, BUILD USEFULNESS GIVE YOU DIRECT ACCESS TO THE WEIRD.
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT DOESN’T SCALE BUT IT’S VERY TARGETABLE AND EASILY MEASURED
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Discovery
Research Conversion
Loyalty…
Consideration
PAID IMPACTS THE MID STORY ARC
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PAID TYPES
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PAY-PER-CLICK
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ADWORDS
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ADWORDS
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PRODUCT LISTING ADS (PLAS)
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BING ADS
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BING PRODUCT ADS
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AMAZON
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RETARGETING
YEP. AMAZON. Google AdX PubMatic
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RETARGETING
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RETARGETING
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RETARGETING ADROLL GOOGLE FACEBOOK EXCHANGE PERFECT AUDIENCE
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PAY-PER-IMPRESSION
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BANNERS
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‘RICH’ MEDIA ADS
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‘PROGRAMMATIC BUYING’
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PAID SOCIAL
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PAID SOCIAL
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PAID SOCIAL
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PAID SOCIAL
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PAID SOCIAL
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PAID SOCIAL
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PAID SOCIAL
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EXERCISE PAID ASSESSMENT
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“MOON TRAVEL” CONVERSION RATE = 1.5% VISITOR VALUE = $300.00
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“MOON TRAVEL” 250 clicks/year to LST
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SEMRush
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“MOON TRAVEL” 20,000 searches/year
IF I CAN GET 1% = 200 MORE VISITS
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ACROSS ALL PPC TERMS
1,000 MORE VISITS OVERALL VALUE/VISITOR = $125
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OPPORTUNITY!!!
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I DON’T DO ANY FACEBOOK ADS
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GRAPH SEARCH
1534 like space tourism
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CONTENT PROMOTION OPPORTUNITY!!!
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
SHARE OF VOICE & ATTENTION YOU GAIN BY BEING SIGNIFICANT AND APPEALING TO THE WEIRD.
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
HAPPY CUSTOMERS, INTERESTED READERS & OTHER SUCCESSES AMPLIFY IT
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT CAN SCALE MASSIVELY BUT IT’S HARD TO GET AND OFTEN HARD TO MEASURE
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
IT HAS A LONG SALES CYCLE
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Discovery
Research Conversion
Loyalty…
Consideration
EARNED IMPACTS THE EARLY-TO-MID STORY ARC
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“ORGANIC” SEARCH
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SEARCH ENGINE OPTIMIZATION
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UHHH…
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UHHH…
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Bing
Yahoo
GOOGLE’S STILL IN CHARGE
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roi or bust, man
SOCIAL MEDIA
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SOCIAL MEDIA
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SOCIAL CONTENT SHARING
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DON’T GIVE UP YET
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SOCIAL Q&A SITES
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SOCIAL Q&A SITES
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WHAT’S THE MOST COMMON QUESTION YOU GET FROM CUSTOMERS?
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EXERCISE EARNED ASSESSMENT
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GOOGLE WEBMASTER TOOLS
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BING WEBMASTER TOOLS
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SEMRUSH
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ADDRESS THE ELEMENTS…
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…ADDRESS SEARCH
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SOCIAL MEDIA
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RIVALIQ (FULL DISCLOSURE: THEY’RE A CLIENT)
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
LITERALLY, MARKETING ASSETS YOU OWN LOTS OF CONTENT BELONGS IN ‘OWNED’
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
USER GENERATED CONTENT THE HOUSE E-MAIL LIST CRM DATABASE
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
YOU OWN THESE ASSETS & CAN USE THEM AS DESIRED
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INFRASTRUCTURE
ANALYTICS
CONTENT
PAID EARNED OWNED
EASIEST TO MEASURE SCALES WELL BUT CAN GET STALE OR ANNOY CUSTOMERS
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Discovery
Research Conversion
Loyalty…
Consideration
OWNED IMPACTS THE LATE STORY ARC
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Research Conversion
Loyalty…
Consideration
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YOUR HOUSE LIST IS A PRICELESS ASSET
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BUT BEWARE SPAM!!!
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BUT BEWARE THE EMOTIONAL DEFINITION OF SPAM!!!
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CONVERSION RATE = .5%
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FORMS = AWFUL
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NOW YOU KNOW OPPORTUNITIES IN THE CHANNELS
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EXERCISE STACK ASSESSMENT
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d
d d
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OPPORTUNITY GAPS
WEAKNESSES W/ EASY WINS STRENGTHS
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d
d d
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INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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NOW YOU KNOW YOUR CHANNEL OPPORTUNITIES ACROSS THE STACK
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A BRIEF INTERLUDE THE PROBLEM
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ALL MARKETING HAPPENS ON THE CLASSIC STORY ARC
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Discovery
Research Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
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Discovery
Research Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection. Thanks!”
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
THE STORY ARC
“Hmmm. I think I need a new helmet.”
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
THE STORY ARC
“Oh yeah, I remember these guys.”
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
THE STORY ARC
Comes to your site, looks at your stuff, asks around
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
THE STORY ARC
Makes their purchase
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
THE STORY ARC
If they enjoy the experience, and you give them more
THE STORY ARC FOR A CYCLIST
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Discovery
Research Conversion
Loyalty…
Consideration
BUT SINGLE-POINT THINKING MAKES MOST COMPANIES START HERE
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Discovery
Research Conversion
Loyalty…
Consideration
THEY COMPLETELY IGNORE THIS
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YIKES.
IGNORED INCLUDED
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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
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YOU’VE MISSED 70% OF YOUR AUDIENCE
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AND YOUR AUDIENCE DOESN’T KNOW YOU
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YOU’RE JUST LIKE EVERYONE ELSE
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THAT’S BAD
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MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT
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STEP 2: CONNECT PEOPLE
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AND PEOPLE ARE WEIRD
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UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS
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READ WE ARE ALL WEIRD (Seth Godin)
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WEIRD ≠ BIZARRE
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THE ‘WEIRD’
UTTERLY COMPELLING
ARE AT A CONFLUENCE OF EVENTS/INTERESTS THAT MAKES SOMETHING ABOUT YOU
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WHAT’S COMPLETELY UNIQUE ABOUT YOUR AUDIENCE?
WEIRD
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WHAT COMBINATION OF IDEAS? PROBLEMS? TRAITS?
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INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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IT’S HARD TO STAND OUT FROM THE CROWD. SO DON’T HANG OUT WITH THE CROWD.
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INSTEAD, CHOOSE THE WEIRD.
REALLY LIKES WAFFLES
IT'S TRUE.
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WEIRD = ANY OVERLAP/NICHE
ALLERGIC TO WOOL
DUDE. THAT'S PERSONAL.
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FINDING THE WEIRD: AFFINITIES
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CYCLIST WANTS A COOLER HELMET
TALK TO THESE PEOPLE
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PARENTS CONCERNED ABOUT SAFETY
TALK TO THESE PEOPLE
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CYCLIST JUST CRASHED
TALK TO THESE PEOPLE
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CYCLIST GOING ON A TRIP
TALK TO THESE PEOPLE
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TALK TO THESE PEOPLE
CYCLISTS HAS A BIRTHDAY
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PSYCHOGRAPHICS
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TALK TO THESE PEOPLE
CYCLISTS LIKE JIMMY BUFFET
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TALK TO THESE PEOPLE
CYCLISTS WATCH STORAGE WARS
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Discovery
Research Conversion
Loyalty…
Consideration
FIND JUST THE RIGHT PEOPLE
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USE SITES WITH COLLABORATIVE FILTERS
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USE SITES WITH COLLABORATIVE FILTERS
HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
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I’LL TRY ADVERTISING TO FOLKS WHO BUY LOCKS
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MAYBE EVEN WRITE CONTENT ABOUT BIKE LOCKS
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IS THERE SOME PART OF THE STACK THAT SUITS YOU PARTICULARLY WELL TO TALK TO ONE OF THE WEIRD?
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IS THERE A BIG IMPROVEMENT YOU CAN MAKE?
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A REAL STRENGTH?
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EXERCISE DEFINING THE WEIRD
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THINK
a cyclist who just crashed has to replace their
helmet
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FACEBOOK GRAPH SEARCH
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AMAZON
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FACEBOOK GRAPH SEARCH
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HOW BIG IS THE AUDIENCE? WHAT’LL IT GET ME?
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40 MILLION TOTAL! BUT LOW RELEVANCE AT BEST, I’LL GET .001% OF THEM THAT’S 400 VISITORS
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MEH.
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BUT IT DOES ADD UP.
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NOW YOU KNOW WHO YOU’RE TALKING TO
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(Finding the Weird only helps if you provide something.)
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MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT
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STEP 3: DELIVER VALUE
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VALUE REQUIRES THAT YOU ARE USEFUL
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UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS
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WHAT DO THEY NEED TO KNOW?
USEFUL
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ANSWER THEIR QUESTIONS, AND YOU’RE USEFUL
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WHAT DO THEY LIKE?
USEFUL
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WHAT DO THEY DISLIKE?
USEFUL
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WHAT DO THEY WANT TO DO?
USEFUL
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WHAT DO THEY WANT TO KNOW?
USEFUL
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THAT’S USEFUL IT GETS YOUR AUDIENCE SHARING, BECOMING CUSTOMER OR ATTRACTING THEM BY TELLING OTHERS
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WHAT IN THE STACK MIGHT INTERFERE WITH THEIR EXPERIENCE?
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WHAT IN THE STACK MIGHT IMPROVE THEIR EXPERIENCE?
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INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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REMEMBER THIS?
HMMM. PEOPLE WHO BUY HELMETS BUY LOCKS?
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I’LL WRITE ABOUT OR ADVERTISE NEAR BIKE LOCKS
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Discovery
Research Conversion
Loyalty…
Consideration
AND GET FOLKS WAY OVER HERE
“Wow, I didn’t know that about bike locks. Thanks!”
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GOOGLE SUGGEST
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Discovery
Research Conversion
Loyalty…
Consideration
GET FOLKS OVER HERE
“Wow, I didn’t know that about bike locks. Thanks!”
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EXERCISE FINDING THE VALUE
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GOOGLE SUGGEST
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TWITTER SEARCH
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TWITTER SEARCH
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TWITTER SEARCH
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QUORA
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QUORA
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QUORA
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WHAT’LL I GET?
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NOW YOU KNOW WHAT YOUR AUDIENCE FINDS VALUABLE
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(But randomly useful provides no value.)
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MARKETING CONNECTS PEOPLE WITH VALUE WHEN THEY NEED IT
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STEP 4: BE RELEVANT
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YOU HAVE TO DELIVER USEFUL WHEN THEY NEED IT
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WHERE IN THE STORY ARC IS YOUR CUSTOMER MOST LIKELY TO ENCOUNTER YOU?
WHEN THEY NEED IT
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WHAT WILL THEY NEED? WHAT WILL MAKE YOU USEFUL?
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WHAT PROBLEMS IN THE MARKETING STACK MIGHT DETRACT FROM THE EXPERIENCE?!
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WHAT STRENGTHS IN THE MARKETING STACK MIGHT IMPROVE THE EXPERIENCE?! OR GET MORE FOLKS TO FIND YOU?!!!
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INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS
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(And that’s probably long before they want to buy.)
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PULL TOGETHER THE OPPORTUNITIES, PEOPLE AND VALUE
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Discovery
Research Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection. Thanks!”
USEFUL HERE…
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Discovery
Research Conversion
Loyalty…
Consideration
“Hmmm. I think I need a new helmet.”
…MEANS THEY’LL BE AROUND WHEN YOU’RE USEFUL HERE.
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Discovery
Research Conversion
Loyalty…
Consideration
NOW, YOU CAN ACCESS THIS
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Discovery
Research Conversion
Loyalty…
Consideration
“Wow, I didn’t know about cycling hand protection. Thanks!”
YOU KNOW WHAT TO DO TO MOVE THEM FROM HERE…
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Discovery
Research Conversion
Loyalty…
Consideration
If they enjoy the experience, and you give them more
…TO HERE
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Social/Organic
Search/Paid Social Owned
Loyalty…
Paid/Paid Social
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WHERE IS YOUR BEST OPPORTUNITY IN THE STACK TO TIME IT RIGHT?
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IS THERE A BIG IMPROVEMENT YOU CAN MAKE?
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A REAL STRENGTH?
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EXERCISE TIMING IT RIGHT
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NOW YOU KNOW THE BEST TIME TO REACH THEM
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1. PAID SOCIAL 2. SEE CONTENT 3. GET RETARGETED/NEWSLETTER/ETC. 4. REMEMBER 5. BUY
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Earned/Paid to content
Paid/Earned to product Conversion
Loyalty…
Paid
PUTTING IT ALL TOGETHER
Retargeting
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THE WRAPUP
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YOU KNOW HOW TO FIND OPPORTUNITIES
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YOU KNOW HOW TO FIND THE WEIRD
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YOU KNOW HOW TO BE USEFUL TO THEM
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AND YOU KNOW HOW TO TIME IT RIGHT
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TIE IT BACK TO THE STACK
306 306
WHERE ARE THE GAPS THAT YOU CAN CLOSE?
307
UTILITY PERSONAS
RELEVANCE
WITH VALUE
OPPORTUNITIES TOMKT STACK
CONNECT PEOPLEW
HEN
THEY
NEE
D IT
THE MARKETING PROCESS
308
INFRASTRUCTURE: F+
ANALYTICS: A-
CONTENT: D------
PAID:B EARNED: B- OWNED: B-
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Discovery
Research Conversion
Loyalty…
Consideration
THE MARKETING STORY ARC
310
QUESTIONS? Ian Lurie @portentint www.portent.com
portent.co/mktgpi