Strategic Web Marketing

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Strategic Web Marketing
Download this slide deck: http://bit.ly/strategytimeyo
By Rand Fishkin
How to move beyond tactics ...

We get lost in
the channels

We get lost in
the visits

We get lost in the
conversion rate

We forget that
without a
compelling, c
ohesive story

We forget that
without a
compelling,
cohesive story
One that’s
told here

We forget that
without a
compelling, c
ohesive story
One that’s
told here
And here

We forget that
without a
compelling,
cohesive story
One that’s
told here
And here
And here

We forget that
without a
compelling,
cohesive story
One that’s
told here
And here
And here
And here

We forget that
without a
compelling, c
ohesive story
One that’s
told here
And here
And here
And here
And here

We forget that
without a
compelling,
cohesive story
One that’s
told here
And here
And here
And here
And here
And here

None of this is
going to work.

Before We Create a Strategy, We Need
Some Answers to the Big Questions.

What’s Our
Mission?
Maptia‟s Manifesto: http://blog.maptia.com/manifesto

What’s Our
Vision?
Create the most compelling car company of the
21st century by driving the world‟s transition to
electri...

What Are Our
Core Values?
Moz‟s Core Values: TAGFEE

Seems like fluff?

Seems like fluff? It’s not.

Seems like fluff? It’s not. Here’s why.

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
Watch from 2:05 – 4:40

Now We Can Ask the Traditional
Marketing Strategy Questions:

Who Are We Trying to Reach?
Personas are one way to help define a target audience. Image via Creative Applications
for MIT...

Where Can We Best Reach This Audience?
Users: 343mm 1.1B+ 250mm 225mm 33mm
Users: 25mm 43mm 517mm 170mm 48mm
The above sho...

What is Our Unique Value Proposition?
The SaaS business intelligence firm GoodData explains what‟s uniquely valuable about...

What is the Narrative We’re Telling?

The first few turns of the flywheel are hard, but over time, momentum builds, and turning the
wheel becomes easier. In mar...

Now We Can Have a Real
Marketing Strategy.

10 Tips

#1: Choose Channels Your Competition Ignores
Google+ is often mocked for being a “ghost town,” but many smart, early-adopt...

#2: Be An Early Adopter; Not an Early Abandoner
Despite the massive growth of social media & mobile apps and the media nar...

#3: Infuse Your Marketing with Your Culture & Values
Betabrand takes on the boring, hyper-competitive field of men‟s cloth...

#4: Create a Customized, Internal, Dynamic Funnel
This funnel comes via Moz‟s internal tracking system, called “Gizmo,” th...

#5: When Measuring, Look at 3 Key Areas
Whiteboard Friday on getting to the right metrics.

#5: When Measuring, Look at 3 Key Areas
Whiteboard Friday on getting to the right metrics.
Note: these are just
examples. ...

#6: Track All Your Data Against the Following

#7: Be Cautious With Multi-Channel Attribution
Google Analytics offers some very cool multi-channel attribution features, ...

#8: Stay Vigilant for Fluency Biases that Harm Marketing
What sobriety conceals,
alcohol unmasks.
What sobriety conceals,
...

#8: Stay Vigilant for Fluency Biases that Harm Marketing
What sobriety conceals,
alcohol unmasks.
What sobriety conceals,
...

#8: Stay Vigilant for Fluency Biases that Harm Marketing
Domain Names
Marketing Slogans
Website UX
Stock Ticker Symbols
Vi...

#9: Speed Impacts Everything (way more than is fair)
Via: the NYTimes article „Impatient Web Users Flee Slow-Loading Sites‟

#10: Hire the Right People. Empower them the Right Ways.
Even in (perhaps especially in) the most demanding teams and jobs...

#10: Hire the Right People. Empower them the Right Ways.
People are happy in their work when they have autonomy, mastery, ...

#10: Hire the Right People. Empower them the Right Ways.
People are happy in their work when they have autonomy, mastery, ...

#10: Hire the Right People. Empower them the Right Ways.
People are happy in their work when they have autonomy, mastery, ...

Download this slide deck: http://bit.ly/strategytimeyo
Learn more at Rand‟s blog: http://moz.com/rand
Tweet & ask question...

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