Digital marketing seems like an endless list of tactics and tricks. In many ways it is. You can prioritize and choose by following four simple rules. Read on to learn how.

1. DISTANCEFROMPERFECTFOURRULESFORKICK-ASSDIGITALMARKETING

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

4. Ian’sPlumbing

5. AAAIan’sPlumbing

6. AAAAAAAAIan’sPlumbing

7. HERECOMESTHEINTERNET

8. HERECOMESTHEINTERNET

9. HERECOMESTHEINTERNET

10. HERECOMESTHEINTERNET

11. LOTSOFLITTLETHINGSTODO
LOADSPEED
RENDERINGTIME
IMAGECOLOR
IMAGESIZE
CONVERSIONS
KEYPHRASEONPAGE
GRADELEVEL
VIEWS
LIKES
FAVORITES
REVIEWS
TYPOGRAPHY
SYMBOLS
RESPONSIVEDESIGN
STRUCTUREDDATA
HTTPS
RESPONSECODES
BROKENLINKS
GRAMMAR
UNIQUENESS
PAGESTRUCTURE
KEYPHRASEINTITLETAG
APPROVEDSTORE
LINKS
CITES
LOCATIONS
AGE
DOMAINNAME
HOSTINGLOCATION
CLICKTHRU
SPELLING
SITEMAP
USEREXPERIENCE
USERINTERFACE
INFORMATIONARCHITECTURE

12. Buyourrunningshoes.They’rethebest
runningshoesyou’llfind.Wehavepinkrunning
shoes,brownrunningshoesandrunningshoes
thathelpyourun.They’reshoes.Forrunning.
SILLINESSCOMMENCES

13. AAAAAAAAIan’sPlumbing
ANDWE’RERIGHTBACKHERE

14. WENEEDFUTURE-PROOFCLARITY
FORALLDIGITALMARKETING

15. SOMETHINGTHAT
JUSTMAKESSENSE

16. HASN’TCHANGEDMUCH

17. (SORTOF)MAKESSENSE

18. PERFECT

19. MASSIVELYIMPERFECT
you’ll
remember me. in
your nightmares.

20. IT’SPROGRAMMEDINTOUS
MIGHTEATUS

21. IT’SPROGRAMMEDINTOUS
BADTOEAT

22. JUSTWRONG

23. THE HUMAN BRAIN MEASURES
DISTANCEFROMPERFECT

24. THECUSTOMER’SVERYFIRSTQUESTION:SHOULDIBEWORRIED?

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

26. LOW VALUE = HIGH DISTANCE FROM PERFECT
WORRIES

27. GOOGLE MEASURES
DISTANCEFROMPERFECT
I WILL $#%!!
YOU UP

28. GOOGLE MEASURES
DISTANCEFROMPERFECT

29. FACEBOOK MEASURES
DISTANCEFROMPERFECT

30. INSTAGRAM MEASURES
DISTANCEFROMPERFECT

31. TWITTER MEASURES
DISTANCEFROMPERFECT

32. THEY’RETRYINGTOEMULATETHIS

33. SOASKYOURSELF
WILLTHISTACTICBRINGMECLOSERTOPERFECT?

34. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

35. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

36. Howmuchisthere?
Howmuchcanwereduceit?

37. TELLINGYOURUSERSWHATTO
DONEXTREDUCESFRICTION

39. ICAN’TBUYANYTHING
THAT’SALOTOFFRICTION

40. chow time!

41. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

42. Whyisthishere?
Whatpurposedoesitserve?

43. WHYDOTHIS?

44. WHYDOTHIS?

45. WHYDOTHIS?

46. WHYDOTHIS?

47. AAUUUGGHHH MY EYES.
THERE’S NO REASON FOR
THIS AT ALL. ZERO. ZILCH.

48. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

49. Willthishelpmeinmorethanoneway?

50. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE

51. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE (SPEND HERE FIRST)

52. PAID EARNED OWNED
CONTENT
ANALYTICS (MEASUREMENT MATTERS)
INFRASTRUCTURE

53. PAID EARNED OWNED
CONTENT (IT’S ALL CONTENT)
ANALYTICS
INFRASTRUCTURE

54. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE

55. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE

56. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE

57. Doesafastersitegetmemultiplewins?

58. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þ
þ
þ
þþþ

59. Willbetterproductcopygetmemultiplewins?

60. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þ
þþþ

61. Willbetteradsgetmemultiplewins?

62. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þ
þþ

63. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

64. Howmuch$$$?

65. Howmuchtime?

66. Howmuchtherapy?

67. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

68. TIMETOGETTACTICAL

69. Willrewritingtitletagsmovemeclosertoperfect?

70. FRICTION?
“Buytoysportscars”

71. ALOTOFFRICTION
Iwanttorankfor“ToyMaserati”

72. WHY?HMMMM…

73. OH,ANDONAMAZON?

74. MERCHANTWORDS.COM

75. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
o
ONEGIANTWIN–ONESMALLWIN
þ
þ
o
oo

76. Ifminimalcost…

77. DONE

78. Willwriting50blogpostsmovemeclosertoperfect?

79. Mayincreasefriction
I WILL $#%!!
YOU UP

80. Canyouanswer“why?”
(“Why”can’tbe“rankings”)

81. “Why”shouldbe
“Mycustomerswantinformationabout…”

82. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
DONEWRONG:MULTIPLELOSSES

83. Cost:Yougetwhatyoupayfor

85. PROCEEDWITHCAUTION

86. Willeditingmovemeclosertoperfect?

87. LOTSOFFRICTION

88. Easy‘why’
Betterwritingbuildstrust&brand

89. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þþ
o
MULTIPLEWINS
þ
þ
o

90. Cost:Minimal

91. HEMINGWAYAPP.COM

92. HEMINGWAYAPP.COM

93. GRAMMARLY

94. GRAMMARLY

95. DONE

96. Willbuildingacontentsubscriberlist
movemeclosertoperfect?

97. FRICTION?
“WheredidIseethatcoolarticle?”

98. WHY?
“Oh!That’swhereIsawit.Andhere’sanotherone.”

99. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
o
LOTSOFWINSOVERTIME
þ
þ
o þ
þ

100. Cost:Moderate

101. DONE

102. Willbetterimagecompressionmovemeclosertoperfect?

103. WHY?
$-
$10.00
$20.00
$30.00
1 2 3 4 5 6 7 8 9
Loadtime(seconds)
Page Value vs. Load Time
WHY

104. LOTSOFFRICTION

105. Cost:Low-High

106. Doityourself=lowcost

107. GOOGLEPAGESPEED
http://portent.co/gspeed-dfp

108. DOWNLOADIMAGESRIGHTFROMPAGESPEED

109. But,evenbetter…

110. 64kb jpg 700kb png
i’m back
hahahahaha!!!
Boo!!!!
hahahah!!!!
USETHERIGHTFORMAT

111. IMAGEOPTIM(OSX)

113. 1.1 megabytes

114. 227kb

115. CAESIUM(Windows)

116. 97kb

117. 97kb
210kb
210kb

118. 97kb

119. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þþ
MULTIPLEHUMUNGOUSWINS
þ
þ
þ
þ

120. DONE

121. Willtargetingmyaudiencemovemeclosertoperfect?

122. NO‘WHY’

123. NO‘WHY’

124. NO‘WHY’

125. CLEAR‘WHY’-TARGETING

126. COST:LOW

127. COST:LOW

128. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þþ
o
o
o
þ
MULTIPLEWINS

129. DONE

130. Willpaidsocialmediamovemeclosertoperfect?

131. NOEXISTINGFRICTION

132. GREAT‘WHY’

133. COST–WHATEVERYOUWANT

134. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þ
þ
þ
þ o
o
LOTSOFBIGWINS

135. DONE

136. Willcontentformattingmovemeclosertoperfect?

137. MODERATEFRICTION

138. STRONG‘WHY’–BETTERREADABILITY

139. MODERATE/HIGHCOST

140. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
o
þ
þþ
o
o
SOMEMODERATEWINS

141. MAYBETESTON1-2PAGESFIRST

142. Willmigratingmovemeclosertoperfect?

143. FRICTION?

144. WHY?

145. VERYHIGHCOST

146. PAID EARNED OWNED
CONTENT
ANALYTICS
INFRASTRUCTURE
þ
þþo
þ
þ
LOTSOFWINS

147. IDUNNO

148. ASKYOURSELF
WILLTHISTACTICBRINGMECLOSERTOPERFECT?

149. LOOKATFRICTION
ASKWHY
LOOKFORMULTIPLEWINS
LOOKATCOST

150. 3E6699
yawn

151. 3E6699
COULDN’T YOU JUST
GIVE ME THE LIST?

152. THELISTALWAYSCHANGES!

153. THISISFUTUREPROOF

154. AAAAAAAAIan’sPlumbing
NOMORETHIS

155. JUSTTHIS

156. Ian Lurie
@portentint
www.portent.com
These slides: http://portent.co/scoedfp
SMALL, UNMARKED BILLS ONLY