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HAND-WAVY 
ONE TRICK 
PONIES GET SHOT 
(3.0) CONNECTING TACTICS TO 
GOALS WITH STRATEGY 
CONTENT IDEATION 
STUFF 
The lead...
I GET 
FIRED IT SUCKS
IT SUCKS
WHY?!!!
FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 
100% 
50% 
0% 
Agency Client
PRODUCTS ARE EASIER
SO WE WENT 
FROM THIS
TO THIS
ONCE, THE OUTCOME WAS THE PRODUCT
NOW, THE TACTIC IS THE PRODUCT
SAFFRINATE FOOGLEBAR IS WHAT WE DO!!!!
SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED 
CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING 
LOCAL SEARCH CONTE...
THAT CAUSES UNCERTAINTY
AND 
COMMODITIZATION
NO ONE CARES 
ABOUT THE 
VENDING 
MACHINE
“WE’VE NOW EDITED 32 TITLE TAGS” 
“TRAFFIC FROM ORGANIC SEARCH IS UP 10%” 
“WE GOT YOU MORE LINKS!!!!”
greetings of 
the day!!!
THE CLIENT BUYS AN OUTCOME
WE’RE SELLING TRICKS
WE’RE ALL ONE-TRICK PONIES
CHECK OUT THE 
SEO!!!! 
ulp.
STOP TALKING TRICKS
START TALKING 
OUTCOME
STRATEGY IS THE FRAMEWORK 
FOR THE CONVERSATION
STRATEGY MAKES 
GOALS INTO TOOLS
what is this 
strategy of which 
you speak?
FIRST, A FEW MYTHS MUST DIE
$40,000 please 
NO
“WE NEED A 2-YEAR STRATEGY” 
NO
THERE IS A STRATEGY 
NO
STRATEGY = GOAL 
NO
STRATEGY 
NO A PLAN OF ACTION OR POLICY 
DESIGNED TO ACHIEVE A MAJOR GOAL
STRATEGY ISN’T A THING
SEO IS A THING
STRATEGY IS AN 
APPROACH
STRATEGY 
TESTING EVERY TACTIC 
AGAINST A DESIRED OUTCOME
PRACTICING STRATEGY 
THERE ARE FOUR ELEMENTS
GOAL(S) 
PARAMETERS 
FEEDBACK LOOP 
REPS 
1 
2 
3 
4
GOAL 
1
A MEASURABLE OUTCOME THAT MEANS SUCCESS
A GOAL = A CONNECTION BETWEEN TACTIC AND STRATEGY
GROW REVENUE N%
DOUBLE SHARE OF VOICE
IMPROVE CONVERSION RATE N%
REVENUE ≥ THE COST TO KEEP BUSINESS ALIVE
OR HIGHER CUSTOMER VALUE 
NO, NO, I JUST 
WANT MORE LINKS
“WHY MORE LINKS?”
“WHY RANK HIGHER?”
“HOW MUCH MORE MONEY CAN WE SHOOT FOR?”
“ 
I WANT TO EXCEED YOUR EXPECTATIONS. I 
NEED TO KNOW WHAT SUCCESS MEANS. 
”
PARAMETERS 
2
CONSTRAINTS, OPPORTUNITIES AND METRICS
CONSTRAINT 
BUDGET
CONSTRAINT 
MONTHLY ROLLOUTS
CONSTRAINT 
COMPLEX PROCESSES
OPPORTUNITY 
IN-HOUSE CONTENT TEAM
OPPORTUNITY 
UPCOMING PR PUSH
OPPORTUNITY 
SITE REBUILD
METRICS 
VALUE PER CLICK
METRICS 
CONVERSION RATE
METRICS 
SHARE OF VOICE
THERE IS ALWAYS DATA 
YOU HAVE TO DIG FOR IT 
DIG OUT THE PARAMETERS
YOU HAVE TO 
OBSERVE
LOG FILES
CALL VOLUME BY DAY
TOTAL SALES/DAY
STUFF THAT WORKS
STUFF THAT WORKS 
STUFF THAT DOESN’T
SOCIAL MEDIA BEHAVIORS
Lurie Space Tourism 99% survival rate!!! 
WEEEEEEEEEE 
Great space tourism by the 
leading space tourism company 
on Earth...
ANALYTICS BUSTED FOR SIX MONTHS
I GET 
FIRED IT SUCKS
DIG DEEPER
ASSET: LOOK AT THAT FACE!
Lurie Space Tourism 99% survival rate!!! 
WEEEEEEEEEE 
Great space tourism by the 
leading space tourism company 
on Earth...
METRICS 
TICKET PRICE: $15.00
METRICS 
TICKET PRICE: $15.00 
AVG ORDER: $60.00
METRICS 
TICKET PRICE: $15.00 
AVG ORDER: $60.00 
300 ORDERS/MONTH TOTAL
METRICS 
TICKET PRICE: $15.00 
AVG ORDER: $60.00 
300 ORDERS/MONTH TOTAL 
50 ORDERS BY PHONE
METRICS 
TICKET PRICE: $15.00 
AVG ORDER: $60.00 
300 ORDERS/MONTH TOTAL 
50 ORDERS BY PHONE 
250 ORDERS ONLINE
METRICS 
TICKET PRICE: $15.00 
AVG ORDER: $60.00 
300 ORDERS/MONTH TOTAL 
50 ORDERS BY PHONE 
250 ORDERS ONLINE 
WEBSITE =...
METRICS 
AVERAGE CLICKS: 20,000/MONTH
METRICS 
AVERAGE CLICKS: 20,000/MONTH 
1% CONVERSION RATE
METRICS 
AVERAGE CLICKS: 20,000/MONTH 
1% CONVERSION RATE 
CLICK VALUE: $.75
WITH NO ANALYTICS BABY!!!!!!!!!!
CONSTRAINT: $2,500 MONTHLY BUDGET
FEEDBACK LOOP 
3
DEVELOP TACTICS & TEST AGAINST PARAMETERS
JUSTIFY AND EXPLAIN EACH TACTIC IN TERMS OF THE GOAL
GOAL 
25% ORGANIC SEARCH REVENUE GROWTH 
+$120K/YEAR
CONSTRAINTS 
CAN’T EDIT SITE 
MONTHLY CODE ROLLOUT
METRICS 
CLICK WORTH $.50
ASSETS & OPPORTUNITY 
450,000 SEARCHES/MONTH 
CAPTURING .5% RIGHT NOW 
$1,350 REVENUE
SITE RE-LAUNCH ON WORDPRESS 
COST: $40,000 
TIME: 2 MONTHS
SEO IMPACT 
WE’LL BE ABLE TO DO SEO
5% SHARE OF VOICE 
27,500 CLICKS 
$16,500/MONTH 
$198,000/YEAR
CONSTRAINT PROBLEM: 2 MONTHS TO LAUNCH 
$80K GROWTH
2:1 ROI ISN’T BAD
BUT…
15 SECOND HOME PAGE LOAD TIME
FIX: 8 HOURS’ IT TIME 
$4,000
“SAY YOU WANT A 3:1 ROI ON THIS”
.4% SHARE OF VOICE GROWTH 
$12,000 
10% OF GOAL
.5% CONVERSION RATE INCREASE 
$30,000 
25% OF GOAL
ALSO
/en-us/ 
/en-US/US-Distribution 
/en-US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z 
/en-US/~/~/link.aspx?_id=B6...
/en-us/ 
/en-US/US-Distribution 
/en-US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z 
/en-US/~/~/link.aspx?_id=B6...
IT TIME TO FIX 
1 HOUR 
$500
+833 CLICKS/YEAR TO BREAK EVEN
THIS IS A 
MUSCLE, SO DO 
LOTS OF REPS 
4
SCHEDULE REGULAR STRATEGIC SESSIONS
INCLUDE WRITERS
INCLUDE DESIGNERS
INCLUDE RANDOM PEOPLE
INCLUDE THE @#$)(*! CAT
NO PROCEDURAL STUFF
ENSURE OUTCOME REMAINS THE FOCUS
PUT IDEAS THROUGH THE FEEDBACK LOOP
LEAVE WITH AT LEAST ONE IDEA
PRESENT YOUR IDEA TO THE CLIENT
WE WERE LOOKING AT THE NUMBERS, AND WE NOTICED 
THAT YOUR RESERVATIONS PAGE GETS 10X AVERAGE 
PAGEVIEWS. BUT CONVERSION RA...
OH, YEAH. WE THINK IT SHOULD PREDICT AVAILABILITY IF 
YOU WAIT UNTIL N DAYS BEFORE YOUR TRIP TO MAKE A 
RESERVATION. 
“ 
”
“ 
WOW.” 
--CLIENT
GOALS BECAME TOOLS
CLIENTS BUY AN OUTCOME
STRATEGY 
TESTING EVERY TACTIC 
AGAINST A DESIRED OUTCOME
GOAL(S) 
PARAMETERS 
FEEDBACK LOOP 
COMMUNICATION 
1 
2 
3 
4
CHECK OUT THE 
SEO!!!! 
well, that's a 
relief
HAND-WAVY 
THANK YOU 
Ian Lurie 
@portentint 
www.portent.com 
portent.co/onetrickpony 
CONTENT IDEATION 
STUFF 
The leadi...
ON KINDLE 
bit.ly/onetrick
One Trick Ponies Get Shot, for SEOs
One Trick Ponies Get Shot, for SEOs
One Trick Ponies Get Shot, for SEOs
One Trick Ponies Get Shot, for SEOs
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One Trick Ponies Get Shot, for SEOs

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I do a lot of SEO. And I get fired a lot. Why? Often because the client can't connect the goal to the work: We're getting them higher rankings, etc., but we can't justify it all based on the client's real goal.

By the way, strategy isn't a thing. It's a way of thinking. Learn that, and how to apply it, in this presentation.

Publié dans : Marketing, Business
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One Trick Ponies Get Shot, for SEOs

  1. HAND-WAVY ONE TRICK PONIES GET SHOT (3.0) CONNECTING TACTICS TO GOALS WITH STRATEGY CONTENT IDEATION STUFF The leading interactive internet marketing agency Ian Lurie @portentint www.portent.com
  2. I GET FIRED IT SUCKS
  3. IT SUCKS
  4. WHY?!!!
  5. FIRED BECAUSE… WE/THEY FAILED TO DELIVER VALUE 100% 50% 0% Agency Client
  6. PRODUCTS ARE EASIER
  7. SO WE WENT FROM THIS
  8. TO THIS
  9. ONCE, THE OUTCOME WAS THE PRODUCT
  10. NOW, THE TACTIC IS THE PRODUCT
  11. SAFFRINATE FOOGLEBAR IS WHAT WE DO!!!!
  12. SAFFRINATE FOOGLEBAR CONTENT META TAGS SITE SPEED CRAWLS KEYWORD OPTIMIZATION DESIGN SEARCH MARKETING LOCAL SEARCH CONTENT MARKETING LINK BUILDING INBOUND MARKETING SEO VIDEO SEO SOCIAL MEDIA PAID SOCIAL MEDIA BLOG POSTING GUEST POSTING BANNER ADS FRENDIDGES BENIFICENCE FIDDLE-DEE-DEE-DEE E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA CRUNKINATAGE OMNICHANNEL IMAGE SEARCH VIDEO PRODUCT LISTING ADS PAY PER CLICK PROGRAMMATIC BUYING TFIDF LDA PENGUIN PANDA CLOAKING ANALYTICS MEDIA BUYING DEVELOPMENT E-COMMERCE DEVELOPMENT MOBILE RICH MEDIA SCHEMA.ORG
  13. THAT CAUSES UNCERTAINTY
  14. AND COMMODITIZATION
  15. NO ONE CARES ABOUT THE VENDING MACHINE
  16. “WE’VE NOW EDITED 32 TITLE TAGS” “TRAFFIC FROM ORGANIC SEARCH IS UP 10%” “WE GOT YOU MORE LINKS!!!!”
  17. greetings of the day!!!
  18. THE CLIENT BUYS AN OUTCOME
  19. WE’RE SELLING TRICKS
  20. WE’RE ALL ONE-TRICK PONIES
  21. CHECK OUT THE SEO!!!! ulp.
  22. STOP TALKING TRICKS
  23. START TALKING OUTCOME
  24. STRATEGY IS THE FRAMEWORK FOR THE CONVERSATION
  25. STRATEGY MAKES GOALS INTO TOOLS
  26. what is this strategy of which you speak?
  27. FIRST, A FEW MYTHS MUST DIE
  28. $40,000 please NO
  29. “WE NEED A 2-YEAR STRATEGY” NO
  30. THERE IS A STRATEGY NO
  31. STRATEGY = GOAL NO
  32. STRATEGY NO A PLAN OF ACTION OR POLICY DESIGNED TO ACHIEVE A MAJOR GOAL
  33. STRATEGY ISN’T A THING
  34. SEO IS A THING
  35. STRATEGY IS AN APPROACH
  36. STRATEGY TESTING EVERY TACTIC AGAINST A DESIRED OUTCOME
  37. PRACTICING STRATEGY THERE ARE FOUR ELEMENTS
  38. GOAL(S) PARAMETERS FEEDBACK LOOP REPS 1 2 3 4
  39. GOAL 1
  40. A MEASURABLE OUTCOME THAT MEANS SUCCESS
  41. A GOAL = A CONNECTION BETWEEN TACTIC AND STRATEGY
  42. GROW REVENUE N%
  43. DOUBLE SHARE OF VOICE
  44. IMPROVE CONVERSION RATE N%
  45. REVENUE ≥ THE COST TO KEEP BUSINESS ALIVE
  46. OR HIGHER CUSTOMER VALUE NO, NO, I JUST WANT MORE LINKS
  47. “WHY MORE LINKS?”
  48. “WHY RANK HIGHER?”
  49. “HOW MUCH MORE MONEY CAN WE SHOOT FOR?”
  50. “ I WANT TO EXCEED YOUR EXPECTATIONS. I NEED TO KNOW WHAT SUCCESS MEANS. ”
  51. PARAMETERS 2
  52. CONSTRAINTS, OPPORTUNITIES AND METRICS
  53. CONSTRAINT BUDGET
  54. CONSTRAINT MONTHLY ROLLOUTS
  55. CONSTRAINT COMPLEX PROCESSES
  56. OPPORTUNITY IN-HOUSE CONTENT TEAM
  57. OPPORTUNITY UPCOMING PR PUSH
  58. OPPORTUNITY SITE REBUILD
  59. METRICS VALUE PER CLICK
  60. METRICS CONVERSION RATE
  61. METRICS SHARE OF VOICE
  62. THERE IS ALWAYS DATA YOU HAVE TO DIG FOR IT DIG OUT THE PARAMETERS
  63. YOU HAVE TO OBSERVE
  64. LOG FILES
  65. CALL VOLUME BY DAY
  66. TOTAL SALES/DAY
  67. STUFF THAT WORKS
  68. STUFF THAT WORKS STUFF THAT DOESN’T
  69. SOCIAL MEDIA BEHAVIORS
  70. Lurie Space Tourism 99% survival rate!!! 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. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer
  71. ANALYTICS BUSTED FOR SIX MONTHS
  72. I GET FIRED IT SUCKS
  73. DIG DEEPER
  74. ASSET: LOOK AT THAT FACE!
  75. Lurie Space Tourism 99% survival rate!!! 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. 1.800.SPA.CERS Free space sickness kits! Fastest transit to Mars! Start your new life today! Space travel is cool! Another happy customer OPPORTUNITY: LOOK AT THAT SITE!
  76. METRICS TICKET PRICE: $15.00
  77. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00
  78. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL
  79. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE
  80. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE
  81. METRICS TICKET PRICE: $15.00 AVG ORDER: $60.00 300 ORDERS/MONTH TOTAL 50 ORDERS BY PHONE 250 ORDERS ONLINE WEBSITE = $15,000
  82. METRICS AVERAGE CLICKS: 20,000/MONTH
  83. METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE
  84. METRICS AVERAGE CLICKS: 20,000/MONTH 1% CONVERSION RATE CLICK VALUE: $.75
  85. WITH NO ANALYTICS BABY!!!!!!!!!!
  86. CONSTRAINT: $2,500 MONTHLY BUDGET
  87. FEEDBACK LOOP 3
  88. DEVELOP TACTICS & TEST AGAINST PARAMETERS
  89. JUSTIFY AND EXPLAIN EACH TACTIC IN TERMS OF THE GOAL
  90. GOAL 25% ORGANIC SEARCH REVENUE GROWTH +$120K/YEAR
  91. CONSTRAINTS CAN’T EDIT SITE MONTHLY CODE ROLLOUT
  92. METRICS CLICK WORTH $.50
  93. ASSETS & OPPORTUNITY 450,000 SEARCHES/MONTH CAPTURING .5% RIGHT NOW $1,350 REVENUE
  94. SITE RE-LAUNCH ON WORDPRESS COST: $40,000 TIME: 2 MONTHS
  95. SEO IMPACT WE’LL BE ABLE TO DO SEO
  96. 5% SHARE OF VOICE 27,500 CLICKS $16,500/MONTH $198,000/YEAR
  97. CONSTRAINT PROBLEM: 2 MONTHS TO LAUNCH $80K GROWTH
  98. 2:1 ROI ISN’T BAD
  99. BUT…
  100. 15 SECOND HOME PAGE LOAD TIME
  101. FIX: 8 HOURS’ IT TIME $4,000
  102. “SAY YOU WANT A 3:1 ROI ON THIS”
  103. .4% SHARE OF VOICE GROWTH $12,000 10% OF GOAL
  104. .5% CONVERSION RATE INCREASE $30,000 25% OF GOAL
  105. ALSO
  106. /en-us/ /en-US/US-Distribution /en-US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z 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  107. /en-us/ /en-US/US-Distribution /en-US/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=B682300BEAD24C0ABC268DB377B1D5A0&_z=z /en-US/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/~/link.aspx?_id=6F0F84644AC94212ACA891D5AE1868C9&_z=z
  108. IT TIME TO FIX 1 HOUR $500
  109. +833 CLICKS/YEAR TO BREAK EVEN
  110. THIS IS A MUSCLE, SO DO LOTS OF REPS 4
  111. SCHEDULE REGULAR STRATEGIC SESSIONS
  112. INCLUDE WRITERS
  113. INCLUDE DESIGNERS
  114. INCLUDE RANDOM PEOPLE
  115. INCLUDE THE @#$)(*! CAT
  116. NO PROCEDURAL STUFF
  117. ENSURE OUTCOME REMAINS THE FOCUS
  118. PUT IDEAS THROUGH THE FEEDBACK LOOP
  119. LEAVE WITH AT LEAST ONE IDEA
  120. PRESENT YOUR IDEA TO THE CLIENT
  121. WE WERE LOOKING AT THE NUMBERS, AND WE NOTICED THAT YOUR RESERVATIONS PAGE GETS 10X AVERAGE PAGEVIEWS. BUT CONVERSION RATE IS AWFUL. I THINK VISITORS WANT TO RESEARCH AVAILABILITY. I SUGGEST A TOOL TO DO IT OUTSIDE THE RESERVATIONS PROCESS. “ ”
  122. OH, YEAH. WE THINK IT SHOULD PREDICT AVAILABILITY IF YOU WAIT UNTIL N DAYS BEFORE YOUR TRIP TO MAKE A RESERVATION. “ ”
  123. “ WOW.” --CLIENT
  124. GOALS BECAME TOOLS
  125. CLIENTS BUY AN OUTCOME
  126. STRATEGY TESTING EVERY TACTIC AGAINST A DESIRED OUTCOME
  127. GOAL(S) PARAMETERS FEEDBACK LOOP COMMUNICATION 1 2 3 4
  128. CHECK OUT THE SEO!!!! well, that's a relief
  129. HAND-WAVY THANK YOU Ian Lurie @portentint www.portent.com portent.co/onetrickpony CONTENT IDEATION STUFF The leading interactive internet marketing agency
  130. ON KINDLE bit.ly/onetrick

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