DISTANCE FROM PERFECT FOUR RULES FOR KICK-ASS DIGITAL MARKETING

CEO, PORTENT portent.com @portentint ian@portent.com

ME

Ian’s Plumbing

AAAIan’s Plumbing

AAAAAAAAIan’s Plumbing

HERE COMES THE INTERNET

HERE COMES THE INTERNET

HERE COMES THE INTERNET

HERE COMES THE INTERNET

LOTS OF LITTLE THINGS TO DO LOAD SPEED RENDERING TIME IMAGE COLOR IMAGE SIZE CONVERSIONS KEY PHRASE ON PAGE GRADE LEVEL VIEWS LIKES FAVORITES REVIEWS TYPOGRAPHY SYMBOLS RESPONSIVE DESIGN STRUCTURED DATA HTTPS RESPONSE CODES BROKEN LINKS GRAMMAR UNIQUENESS PAGE STRUCTURE KEY PHRASE IN TITLE TAG APPROVED STORE LINKS CITES LOCATIONS AGE DOMAIN NAME HOSTING LOCATION CLICKTHRU SPELLING SITEMAP USER EXPERIENCE USER INTERFACE INFORMATION ARCHITECTURE

Buy our running shoes. They’re the best running shoes you’ll find. We have pink running shoes, brown running shoes and running shoes that help you run. They’re shoes. For running.

SILLINESS COMMENCES

AAAAAAAAIan’s Plumbing

AND WE’RE RIGHT BACK HERE

WE NEED FUTURE-PROOF CLARITY FOR ALL DIGITAL MARKETING

SOMETHING THAT JUST MAKES SENSE

HASN’T CHANGED MUCH

(SORT OF) MAKES SENSE

PERFECT

MASSIVELY IMPERFECT

you’ll remember me. in your nightmares.

IT’S PROGRAMMED INTO US

MIGHT EAT US

IT’S PROGRAMMED INTO US

BAD TO EAT

JUST WRONG

THE HUMAN BRAIN MEASURES DISTANCE FROM PERFECT

THE CUSTOMER’S VERY FIRST QUESTION: SHOULD I BE WORRIED?

HIGH VALUE = LOW DISTANCE FROM PERFECT i am near perfect. I am therefore valuable.

NO WORRIES

LOW VALUE = HIGH DISTANCE FROM PERFECT

WORRIES

GOOGLE MEASURES DISTANCE FROM PERFECT

I WILL $#%!! YOU UP

GOOGLE MEASURES DISTANCE FROM PERFECT

FACEBOOK MEASURES DISTANCE FROM PERFECT

INSTAGRAM MEASURES DISTANCE FROM PERFECT

TWITTER MEASURES DISTANCE FROM PERFECT

THEY’RE TRYING TO EMULATE THIS

SO ASK YOURSELF WILL THIS TACTIC BRING ME CLOSER TO PERFECT?

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

How much is there? How much can we reduce it?

TELLING YOUR USERS WHAT TO DO NEXT REDUCES FRICTION

I CAN’T BUY ANYTHING THAT’S A LOT OF FRICTION

chow time!

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

Why is this here? What purpose does it serve?

WHY DO THIS?

WHY DO THIS?

WHY DO THIS?

WHY DO THIS?

AAUUUGGHHH MY EYES. THERE’S NO REASON FOR

THIS AT ALL. ZERO. ZILCH.

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

Will this help me in more than one way?

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE (SPEND HERE FIRST)

PAID EARNED OWNED

CONTENT

ANALYTICS (MEASUREMENT MATTERS)

INFRASTRUCTURE

PAID EARNED OWNED

CONTENT (IT’S ALL CONTENT)

ANALYTICS

INFRASTRUCTURE

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

Does a faster site get me multiple wins?

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE þ

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Will better product copy get me multiple wins?

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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Will better ads get me multiple wins?

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

How much $$$?

How much time?

How much therapy?

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

TIME TO GET TACTICAL

Will rewriting title tags move me closer to perfect?

FRICTION?

“Buy toy sports cars”

A LOT OF FRICTION

I want to rank for “Toy Maserati”

WHY? HMMMM…

OH, AND ON AMAZON?

MERCHANTWORDS.COM

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE o

ONE GIANT WIN – ONE SMALL WIN

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If minimal cost…

DONE

Will writing 50 blog posts move me closer to perfect?

May increase friction

I WILL $#%!! YOU UP

Can you answer “why?” (“Why” can’t be “rankings”)

“Why” should be “My customers want information about…”

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

DONE WRONG: MULTIPLE LOSSES

Cost: You get what you pay for

PROCEED WITH CAUTION

Will editing move me closer to perfect?

LOTS OF FRICTION

Easy ‘why’ Better writing builds trust & brand

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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MULTIPLE WINS

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Cost: Minimal

HEMINGWAYAPP.COM

HEMINGWAYAPP.COM

GRAMMARLY

GRAMMARLY

DONE

Will building a content subscriber list move me closer to perfect?

FRICTION?

“Where did I see that cool article?”

WHY?

“Oh! That’s where I saw it. And here’s another one.”

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE o

LOTS OF WINS OVER TIME

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Cost: Moderate

DONE

Will better image compression move me closer to perfect?

WHY?

$-

$10.00

$20.00

$30.00

1 2 3 4 5 6 7 8 9 Load time (seconds)

Page Value vs. Load Time

WHY

LOTS OF FRICTION

Cost: Low-High

Do it yourself = low cost

GOOGLE PAGE SPEED http://portent.co/gspeed-dfp

DOWNLOAD IMAGES RIGHT FROM PAGESPEED

But, even better…

64kb jpg 700kb png i’m back

hahahahaha!!!Boo!!!!

hahahah!!!!

USE THE RIGHT FORMAT

IMAGEOPTIM (OS X)

1.1 megabytes

227kb

CAESIUM (Windows)

97kb

97kb

210kb 210kb

97kb

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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MULTIPLE HUMUNGOUS WINS

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DONE

Will targeting my audience move me closer to perfect?

NO ‘WHY’

NO ‘WHY’

NO ‘WHY’

CLEAR ‘WHY’ - TARGETING

COST: LOW

COST: LOW

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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o

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MULTIPLE WINS

DONE

Will paid social media move me closer to perfect?

NO EXISTING FRICTION

GREAT ‘WHY’

COST – WHATEVER YOU WANT

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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LOTS OF BIG WINS

DONE

Will content formatting move me closer to perfect?

MODERATE FRICTION

STRONG ‘WHY’ – BETTER READABILITY

MODERATE/HIGH COST

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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SOME MODERATE WINS

MAYBE TEST ON 1-2 PAGES FIRST

Will migrating move me closer to perfect?

FRICTION?

WHY?

VERY HIGH COST

PAID EARNED OWNED

CONTENT

ANALYTICS

INFRASTRUCTURE

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LOTS OF WINS

I DUNNO

ASK YOURSELF WILL THIS TACTIC BRING ME CLOSER TO PERFECT?

LOOK AT FRICTION ASK WHY LOOK FOR MULTIPLE WINS LOOK AT COST

3E6699

yawn

3E6699

COULDN’T YOU JUST GIVE ME THE LIST?

THE LIST ALWAYS CHANGES!

THIS IS FUTURE PROOF

AAAAAAAAIan’s Plumbing

NO MORE THIS

JUST THIS

Ian Lurie @portentint www.portent.com

These slides: http://portent.co/scoedfp

SMALL, UNMARKED BILLS ONLY