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The Paradox ofExceptional Marketing презентация
Содержание
- 1. The Paradox ofExceptional Marketing
- 2. Why is the Night Sky So Quiet?
- 3. The mathematical odds of Earth being the
- 4. If life can form on other planets
- 5. Two Possibilities: 1) We’re alone (for now)
- 6. A civilization colonizing enough of the galaxy
- 7. If any such civilization existed in
- 8. Something must be filtering out any life that could colonize the galaxy
- 9. The Great Filter Commonly achieved evolutionary leaps
- 10. Maybe We’re the First?
- 11. Maybe We’re Extremely Rare?
- 12. Or, Maybe, We’re F#@%d
- 13. Fermi’s Paradox
- 14. It is no good to try
- 15. To Learn More Read: Wait But Why – The Fermi Paradox
- 16. A Similar Paradox Exists in the Web Marketing World
- 17. The Average New Startup Won’t Last 2 Years source
- 18. The Web is Huge 200+ Million Active Websites
- 19. Most People Will Only Ever Visit 200-2,000 (1-10 in a Million)
- 20. The Millions of Search Results Beyond Page One Are Practically Invisible
- 21. Recent Data Suggests Searchers Are Less Biased
- 22. Nearly Every Web-Connected Human Adopted Social Networking in Its First 7 Years of Existence
- 23. But standing out in the ever-increasing stream of social sharing is an enormous challenge.
- 24. Data Via Forrester Research Avg Brand Engagement Rate 4.21% 0.073% 0.069% 0.035%
- 25. There are ~100X as many non-spam
- 26. Data Via Mailchimp’s Benchmarks
- 27. 5.3 Trillion display and retargeting ads
- 28. In North America, less than 1 in 10,000 ad views result in a click
- 29. Being Signal, Rather Than Noise, Is An Immense Marketing Challenge
- 30. INVISIBLE KNOWN & LOVED Our Job: Take Companies from
- 31. But, those immense marketing challenges stand in our path Us
- 32. We Need to Identify, Understand, and
- 33. AUDIENCE COMPETITIVE ADVANTAGE SERENDIPITY FLYWHEEL COST MESSAGE Six of Marketing’s Great Filters
- 34. Ability to Reach the Right Audience
- 35. Tip #1: If You Have Great Customers
- 36. Tip #2: Know What Your Audience Does
- 37. Tip #3: Even a Small Element of
- 38. Tip #4: Early Adoption Gives an Unfair
- 39. Crafting a Message that Resonates
- 40. Tip #1: My Best Content and Stories Always Resonated Offline Before I Made Them Online.
- 41. Tip #2: Apply The CRO You Learn
- 42. Tip #3: Consistency of Message Matters. Consistency of Format is Boring.
- 43. Tip #4: Powerful Messages Are Simple
- 44. Tip #4: Powerful Messages Are Simple
- 45. Tip #4: Powerful Messages Are Simple
- 46. Tip #5: Promoting Your Self/Company is Hard.
- 47. Cost of Customer Acquisition
- 48. Tip #1: Break Out Costs of Marketing
- 49. Tip #2: Spend Early in Unpaid Marketing
- 50. Tip #3: Measure Acquisition Channels by CLTV (not just conversion rate)
- 51. Tip #4: If Possible, Enable Customer Qualification
- 52. Enabling Serendipity
- 53. Tip #1: Increase the Potential Vectors
- 54. Tip #2: Things You Hate Probably
- 55. Tip #3: Know Something About People Before You Interact Fullcontact FTW!
- 56. A Story: Some Recent Serendipity
- 57. Find Your Competitive Advantage
- 58. Tip #1:
- 59. Tip #2: Consistently Ask “Could We Do
- 60. Tip #3: Don’t Get Bogged Down By
- 61. Tip #4: Don’t Get Complacent About Your
- 62. A Flywheel That Scales Without Friction
- 63. Publish Amplify Grow network Rank for slightly
- 64. Tip #1: Anticipate the First Few Revolutions
- 65. Tip #1: Anticipate the First Few Revolutions
- 66. Tip #2: Relentlessly Search for Your Flywheel’s
- 67. Tip #3: Once a Flywheel is Moving,
- 68. There’s Another Possibility
- 69. There is a Type III Civilization, But
- 70. “(Messaging extraterrestrials is) deeply unwise and
- 71. The 800lb gorilla competitors do not,
- 72. Marketing (especially through inbound channels) appears
- 73. The Paradox of Exceptional Marketing Rand Fishkin | Individual Contributor | Moz
Why is the Night Sky So Quiet?
Слайд 3The 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 Planets
Orbiting Sun-like Stars
SOURCE:
Planetary Habitability Laboratory
Слайд 4If 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
Слайд 5Two 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)
Слайд 6A 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
Слайд 7
If any such civilization existed in the last 13 Billion years
(and their wave emissions lasted long enough), we could perceive them today.
Слайд 9The Great Filter
Commonly achieved evolutionary leaps
The Great Filter
An evolutionary leap that
no civilization has passed (yet?).
Type III Civilization
Species
Origin
Слайд 14
It is no good to try to stop knowledge from going
forward. Ignorance is never better than knowledge.
-Enrico Fermi (1901-1954)
-Enrico Fermi (1901-1954)
Слайд 21Recent Data Suggests Searchers Are Less Biased By
Position #1, But As
Unlikely As Ever to Visit Page 2+
Слайд 25
There are ~100X as many non-spam emails sent
each day as there
are Facebook messages and posts
Слайд 27
5.3 Trillion display and retargeting ads are served annually: 1,700 per
Internet user per month.
Слайд 32
We Need to Identify, Understand, and Break Through These Filters if
We’re to Create Lasting Companies & Great Marketing
Слайд 35Tip #1: If You Have Great Customers Today, Find Ways to
ID & Target Their Clones
Eric couldn’t have been more literal!
Слайд 36Tip #2: Know What Your Audience Does Before They Search For
You/Your Solution
Long before anyone searches for this
They search for this
Слайд 37Tip #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
Слайд 38Tip #4: Early Adoption Gives an Unfair Advantage
Mark was among the
first to create a comprehensive guide to Ello. Timing + content = domination.
Слайд 41Tip #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!
Слайд 46Tip #5: Promoting Your Self/Company is Hard. Promoting a Cause/Mission is
Far Easier.
Fitbit isn’t selling “what,” they’re selling “why.”
Слайд 48Tip #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
+
+
+
+
Слайд 49Tip #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.
Слайд 51Tip #4: If Possible, Enable Customer Qualification
that 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
Слайд 53
Tip #1: Increase the Potential Vectors of Exposure
Conference
Dinner
Phone Call
Coffee
Volunteering
Email Reply
Things You
“Really Don’t Have Time For”
Слайд 54
Tip #2: Things You Hate Probably Won’t Bring Serendipity
And that’s probably
why the Batman won’t show up
Слайд 59Tip #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”
Слайд 60Tip #3: Don’t Get Bogged Down By Your Weaknesses
SEO
PPC
Content
Community
Email
Display
Retargeting
Twitter
Social Ads
Video
LinkedIn
Facebook
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.
Слайд 61Tip #4: Don’t Get Complacent About Your Strengths
SEO
PPC
Content
Community
Email
Display
Retargeting
Twitter
Social Ads
Video
LinkedIn
Facebook
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.
Слайд 63Publish
Amplify
Grow network
Rank for slightly more competitive terms & phrases
Get links
Grow authority
Earn
search traffic
Слайд 64Tip #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.
Слайд 65Tip #1: Anticipate the First Few Revolutions of Any Marketing Flywheel
to Be Insanely Challenging
This is much more realistic.
(via Crain’s Detroit)
Слайд 66Tip #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.
Слайд 67Tip #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
Слайд 69There is a Type III Civilization, But They’re Not Friendly.
The Great
Culling
To prevent competition, a civilization may be killing off any who make it too far.
To prevent competition, a civilization may be killing off any who make it too far.
Type III Civilization
Species
Origin
Слайд 70
“(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
- Carl Sagan (source), 1934-1996
Слайд 71
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%
Слайд 72
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.
