One Trick Ponies Get Shot: For Everyone
description
Transcript of One Trick Ponies Get Shot: For Everyone
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
CEO & Founder
portent.co/onetrickpony
Yes, like this, no ‘m’.
REMEMBER THIS, IT’S IMPORTANT
THE PROBLEM
WHAT ‘STRATEGY’ IS
HOW TO BE STRATEGIC
1
2
3
THE PROBLEM
1
I GOT FIRED
THE 3 STAGES OF GRIEF
J
hey, no worries, we did great work together, i
understand. you can hire us again when you leave that dump hehehehehe.
MATURE ACCEPTANCE
J we did great work
together. they can hire us again when they
leave that dump hehehehehe.
RATIONALIZATION
L
what the hell?!!!
FRUSTRATION
WHY?!!!
I DID A SURVEY
0%
50%
100%
Agency Client
FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE
PORTENT NET PROMOTER SCORE: PASSIVES & DETRACTORS
Cost
Transparency
Value
WHY?!!!
CHECK OUT THE SEO!!!!
BUT WHY?!!!
HEY! PRODUCTS ARE EASIER!
LET’S ‘PRODUCTIZE’ OUR SERVICES!!!
sigh
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
THE TACTIC IS NOW THE PRODUCT
THE PRODUCT BECOMES A HIGHER RANKING
THE PRODUCT BECOMES A PRETTY WEB PAGE
THE PRODUCT BECOMES ONE FEATURE
CHECK OUT THE SEO!!!!
check out my digital content
app mobile marketing
CHECK OUT THE SEO!!!!
OUR PRODUCT IS JUST LIKE _____
BUT FOR ___
IF THE TACTIC IS THE PRODUCT YOU’RE A ONE-TRICK PONY
CHECK OUT THE SEO!!!!
NOOOOOOOOOO
THE TACTIC BECOMES THE GOAL
TACTICS LOOK EASIER OVER TIME
TACTICS SEEM LESS VALUABLE OVER TIME
DIMINISHING RETURNS
“WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%”
“THIS WEEK, WE DID THESE 10 THINGS”
THE CLIENT DOESN’T BUY A TACTIC OR A FEATURE
THE CLIENT BUYS AN OUTCOME
0%
50%
100%
Agency Client
FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE
MAKE THE OUTCOME THE PRODUCT AGAIN
CHECK OUT THE SEO!!!!
yes please, strategy! better
than bullets!
WHAT ‘STRATEGY’ IS
2
FIRST, FEW MYTHS MUST DIE
$40,000 please
$40,000 pleaseNO
“WE NEED A 2-YEAR STRATEGY”
“WE NEED A 2-YEAR STRATEGY” NO
THERE IS A STRATEGY
THERE IS A STRATEGY NO
STRATEGY = GOAL
STRATEGY = GOAL NO
STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
STRATEGY A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL NO
STRATEGY ISN’T A THING
A PLAN IS A THING
STRATEGY IS AN APPROACH
STRATEGY TESTS & EXPLAINS TACTICS IN TERMS OF AN OUTCOME
STRATEGY TESTS & ADJUSTS TACTICS IN TERMS OF AN OUTCOME
STRATEGY DRIVES GOOD TACTICAL DECISION-MAKING
HOW TO BE STRATEGIC
3
FOUR COMPONENTS OF STRATEGY
SET GOAL(S)
FIND PARAMETERS
USE THE FEEDBACK LOOP
DELIBERATE REPETITION
1
2
3
4
OH, AND DON’T FORGET
STRATEGY WEEEEEEEEEE
LURIE SPACE TOURISM
GOAL 1
A MEASURABLE OUTCOME THAT MEANS SUCCESS
YOU ARE HERE
OR HIGHER CUSTOMER VALUE
OKEE DOKEY
PARAMETERS 2
CONSTRAINTS, OPPORTUNITIES AND METRICS
OPPORTUNITY: BIG BUDGET
OPPORTUNITY: GREAT PRODUCTS
OPPORTUNITY: LOW BODY COUNT
webpagetest.org
OPPORTUNITY: AWFUL SITE
WEEEEEEEEEE
Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll 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
webpagetest.org
OPPORTUNITY: AWFUL CONTENT
Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll 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.
ASSET: AMAZING IMAGERY
YOU ARE HERE
CONSTRAINT: TIME
CURRENT METRICS
FEEDBACK LOOP 3
EVALUATION AND SELECTION OF TACTICS
TACTIC/IDEA
DOES THIS VIOLATE CONSTRAINTS?
WHAT’S THE PRIMARY IMPACT?
WHAT’S THE SECONDARY IMPACT?
WHAT’S THE COST?
PITCH/PLAN
REFINE
MEASURE TACTICS AGAINST OUTCOME
ASK
IS THIS TACTIC, GIVEN PARAMETERS, THE BEST WAY TO ACHIEVE THE OUTCOME?
JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
DELIBERATE REPETITION
4
SCHEDULE REGULAR STRATEGIC SESSIONS
ENSURE OUTCOME REMAINS THE FOCUS
THE WHOLE TEAM
NO PROCEDURAL STUFF
2 HOURS, MINIMUM
PUT IDEAS THROUGH THE FEEDBACK LOOP
LEAVE WITH AT LEAST ONE IDEA
SCHEDULE REGULAR CLIENT CHECKINS
PRESENT YOUR IDEAS TO THE CLIENT
EXAMPLES
IDEA 1: REDESIGN THE LST SITE
WEEEEEEEEEE
Great space tourism by the leading space tourism company on Earth, Lurie Space Tourism. Our space tours are the best kind of tourism you’ll 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
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
JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: ROOM FOR IMPROVEMENT
OPPORTUNITY: BIG BUDGET
ASSET: GREAT IMAGES
CONSTRAINT: 1 YEAR TO MEET GOAL
TIME TO LAUNCH: 3 MONTHS
INCREASE CONVERSION RATE TO .6%
$22,500,000.00
9 months, remember
IDEA 2: SOCIAL AUDIENCE BUILDING
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
JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: BIG BUDGET
CONSTRAINT: 1 YEAR TO MEET GOAL
TIME TO LAUNCH: 3 MONTHS
TIME TO IMPACT ?????
10 CUSTOMERS ATTRIBUTED LAST YEAR
DOUBLE AUDIENCE = 20 CUSTOMERS, AT BEST
$200,000.00
assumes instant impact
COULD BE MUCH BIGGER, BUT WE DON’T KNOW FOR CERTAIN
PARK IT FOR LATER
IDEA 3: HIRING AN IN-HOUSE TEAM
Full-time design team $210,000.00 Writer $55,000.00
Strategist $190,000.00 Nerd $90,000.00
Total $545,000.00
JUSTIFY AND EXPLAIN THIS TACTIC IN TERMS OF THE OUTCOME
CURRENT METRICS
OPPORTUNITY: BIG BUDGET
CONSTRAINT: 1 YEAR TO MEET GOAL
AGENCY COST: $750,000.00
TIME TO LAUNCH: 3 MONTHS
TIME TO IMPACT: 6 MONTHS?
HUGE IMPACT
BUT IT’LL TAKE 9 MONTHS
DISCUSS W/ THE CLIENT, BUT FOR NOW…
SET GOAL(S)
FIND PARAMETERS
USE THE FEEDBACK LOOP
DELIBERATE REPETITION
1
2
3
4
CLIENTS & CUSTOMERS BUY AN OUTCOME
SO SELL THE OUTCOME THEY WANT
STRATEGY RECRUITS AND EMPLOYS TACTICS IN TERMS OF THAT OUTCOME
AND CONNECTS THE TWO.
Many services companies fail because they
confuse tactics with outcome. A deliberate,
strategic approach can fix that.
STRATEGY SAVES ALL ONE-TRICK PONIES BECAUSE THEY’RE NOT ONE-TRICK ANY MORE
CHECK OUT THE SEO!!!!
i am da boss!!!
ON KINDLE bit.ly/onetrick
The leading interactive internet marketing agency
HAND-WAVY CONTENT IDEATION
STUFF
OPEN FIRE Ian Lurie @portentint www.portent.com
(METAPHORICALLY SPEAKING)
portent.co/onetrickpony