The Paradox of Exceptional Marketing
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Transcript of The Paradox of Exceptional Marketing
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The Paradox ofExceptional Marketing
Rand Fishkin | Individual Contributor | Moz
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Download:
bit.ly/mozparadox
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Why is the Night Sky So Quiet?
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The mathematical odds of Earth being the only life-bearing planet in the galaxy are exceptionally low.
Milky Way Galaxy:
200-400B Stars
~100B Planets
~11B Earth-like PlanetsOrbiting Sun-like Stars
SOURCE:Planetary Habitability Laboratory
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If life can form on other
planets (or if meteors/
comets can pass life
between planets), there are
millions of life-bearing
candidates.
13.8 BILLION YRS AGO
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Two Possibilities:
1) We’re alone (for now)
2) We’re unable to perceive whomever else is out
there (and they’ve decided to ignore us)
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A civilization colonizing enough of the galaxy to be perceptible to us here on Earth doesn’t take long on a cosmic time scale.
Type III Civilization
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If any such civilization existed in the last 13 Billion years (and their wave emissions lasted long enough), we could perceive them today.
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Something must be filtering out any life that could colonize the galaxy
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The Great FilterCommonly achieved evolutionary leaps
The Great FilterAn evolutionary leap that no civilization has passed (yet?).
Type III Civilization
SpeciesOrigin
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Maybe We’re the First?
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Maybe We’re Extremely Rare?
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Or, Maybe, We’re F#@%d
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Fermi’s Paradox
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It is no good to try to stop knowledge from going forward. Ignorance is never better than knowledge.
-Enrico Fermi (1901-1954)
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To Learn More Read: Wait But Why – The Fermi Paradox
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A Similar Paradox Exists in the Web Marketing World
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The Average New Startup Won’t Last 2 Years
source
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The Web is Huge200+ Million Active Websites
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Most People Will Only Ever Visit 200-2,000 (1-10 in a Million)
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The Millions of Search Results Beyond Page One
Are Practically Invisible
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Recent Data Suggests Searchers Are Less Biased By
Position #1, But As Unlikely As Ever to Visit Page 2+
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Nearly Every Web-Connected Human Adopted
Social Networking in Its First 7 Years of Existence
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But standing out in the ever-increasing stream of social sharing is an enormous challenge.
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Data Via Forrester Research
Avg Brand Engagement Rate
4.21%
0.073%
0.069%
0.035%
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There are ~100X as many non-spam emails sent
each day as there are Facebook messages and posts
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5.3 Trillion display and retargeting ads are served annually: 1,700 per Internet user per month.
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In North America, less than 1 in 10,000 ad views result in a click
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Being Signal, Rather Than Noise,Is An Immense Marketing Challenge
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INVISIBLE KNOWN & LOVED
Our Job: Take Companiesfrom
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But, those immense marketing challenges stand in our path
Us
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We Need to Identify, Understand, and Break Through These Filters if We’re to Create Lasting Companies & Great Marketing
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AUDIENCECOMPETITIVE ADVANTAGE
SERENDIPITY FLYWHEEL
COST
MESSAGE
Six of Marketing’s Great Filters
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Ability to Reach the Right Audience
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Tip #1: If You Have Great Customers Today, Find Ways to ID & Target Their Clones
Eric couldn’t have been more literal!
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Tip #2: Know What Your Audience Does Before They Search For You/Your Solution
Long before anyone searches for this
They search for this
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Tip #3: Even a Small Element of Virality is Worth Repeated Investment and Testing
Even one person passionate about the service can get it
in front of many others
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Tip #4: Early Adoption Gives an Unfair Advantage
Mark was among the first to create a comprehensive guide to Ello. Timing + content = domination.
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Crafting a Message that Resonates
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Tip #1: My Best Content and Stories Always Resonated Offline Before I Made Them Online.
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Tip #2: Apply The CRO You Learn in Paid Media to Your Inbound Efforts
If you know that this headline works better, change your page title and social shares,
too!
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Tip #3: Consistency of Message Matters. Consistency of Format is Boring.
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Tip #4: Powerful Messages Are Simple
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Tip #4: Powerful Messages Are Simple
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Tip #4: Powerful Messages Are Simple
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Tip #5: Promoting Your Self/Company is Hard. Promoting a Cause/Mission is Far Easier.
Fitbit isn’t selling “what,” they’re selling “why.”
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Cost of Customer Acquisition
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Tip #1: Break Out Costs of Marketing vs. Sales
Paid Marketing Spend
All Marketing Salaries
All Marketing T&E
All Brand-Focused Spend
+
+
+
Sales Spend
All Marketing Tech Costs+
All Sales Salaries
All Sales T&E
Deal-Closing Spend
All Sales Tech Costs
+
+
+
+
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Tip #2: Spend Early in Unpaid Marketing Channels
Trying to build competence here early is far easier
than building it after your paid marketing machine is running.
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Tip #3: Measure Acquisition Channels by CLTV(not just conversion rate)
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Tip #4: If Possible, Enable Customer Qualificationthat Scales Without Salespeople
A free trial may initially show worse converting customers than a demo, but if you follow up w/ right-looking trialers, you can drastically improve close rates & CLTV
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Enabling Serendipity
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Tip #1: Increase the Potential Vectors of Exposure
Conference
Dinner
Phone Call
Coffee
Volunteering
Email Reply
Things You “Really Don’t Have Time For”
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Tip #2: Things You Hate Probably Won’t Bring Serendipity
And that’s probably why the Batman won’t show up
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Tip #3: Know Something About People Before You Interact
Fullcontact FTW!
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A Story: Some Recent Serendipity
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Find Your Competitive Advantage
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Tip #1:
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Tip #2: Consistently Ask “Could We Do That 10X Better?”
“We could make a better version of
that”
“We can do something 10X better than any of these”
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Tip #3: Don’t Get Bogged Down By Your Weaknesses
SEO PPC
Content Community
Display
Retargeting
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Spending time getting up to
speed on these may be a net
loss.
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Tip #4: Don’t Get Complacent About Your Strengths
SEO PPC
Content Community
Display
Retargeting
Social AdsVideo LinkedInFacebook
Google+
Partnerships
Affiliate
Trade Show Booths
Whitepapers
Content/Native Ads
Strengths Weaknesses
Hitting cruise control on these, rather than
pressing an advantage could
seriously hurt, too.
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A Flywheel That Scales Without Friction
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Publish
Amplify
Grow network Rank for slightly more
competitive terms & phrases
Get links Grow authority
Earn search traffic
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Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
Plan for a traffic graph like this and you’re doomed.
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Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel to Be Insanely Challenging
This is much more realistic.(via Crain’s Detroit)
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Tip #2: Relentlessly Search for Your Flywheel’s Friction
Publish
Amplify
Grow network Rank for slightly more
competitive terms & phrases
Get links Grow authority
Earn search traffic
Our social efforts never grow our audience… that’s what’s
missing.
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Tip #3: Once a Flywheel is Moving, Any Additional Force Pushes it Faster – Leverage Those Forces!
Because Moz has had a lot of success driving organic
traffic, re-targeting is a huge additional force on
our flywheel
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There’s Another
Possibility
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There is a Type III Civilization, But They’re Not Friendly.
The Great CullingTo prevent competition, a civilization may be killing off any who make it too far.
Type III Civilization
SpeciesOrigin
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“(Messaging extraterrestrials is) deeply unwise and immature…The newest children in a strange and uncertain cosmos should listen quietly for a long time, patiently learning about the universe and comparing notes, before shouting into an unknown jungle that we do not understand.”
- Carl Sagan (source), 1934-1996
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The 800lb gorilla competitors do not, however,
appear to be the great filters in our world.
Source
Competitors: 19%
Competitors beating you in your own marketing channels: <19%
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Marketing (especially through inbound channels) appears to be a rarely contested and, thus, uniquely powerful way to build a competitive advantage and barrier to entry.
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The Paradox ofExceptional Marketing
Rand Fishkin | Individual Contributor | Moz