wil reynolds: the time to do the web right is incredibly short- mozcon 2015
TRANSCRIPT
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Disruptions
all around
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Decided to go back to the classics - 1890s
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@wilreynolds
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@wilreynolds
The best ads, ask no one to buy, but they are based on the knowledge of human
nature, writers know how people are led to buy.
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Belief Understanding how people make decisions is a skill that is
Undisruptable
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That is a greater skill Than understanding
how Google works
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Apply how Google works to my
understanding of how people work
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The Best Marketers Understand Peoples Needs
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Since when is it
disruptive to solve a customer problem?
smelly car
Hungry
annoyed
Cant communicate
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HOW DO YOU HANDLE DISRUPTION
HTTP://BIT.LY/DEATH10LINKS
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How do you feel about these two bands?
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Competitors, Lie in wait
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Competitors, Lie in wait
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Competitors, Lie in wait
Sink these into YOU!
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Turn you into THIS!!
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Lets Disrupt OURSELVES before someone else does
https://www.flickr.com/photos/amanky/
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Loyalty is (mostly) UNDISRUPTABLE
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Smart Companies Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo
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Smart Marketers Disrupt Themselves Avoid rented platforms Apple Music Google Now Facebook (Instagram) Amazon Prime + Echo
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A 2010 SEO strategy wont work in 2015 Have you changed? 10x?
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Dont become marketings carcass Prioritizing Channel over
Audience Problems?
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Marketing AMPLIFIES
Doesnt
Fix!!
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Picnic Pants
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UX Fail!
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Marketing that doesnt focus on people is
getting old
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Connect Tactics to
Peoples Needs to Business Outcomes
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Digitally, Needs are Met with Content and often starts with a little box
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Choice is yours
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BE A CONTENT HERO
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Who needs external batteries
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SEO First Step Go Here
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Who Needs External Batteries
VS. Who Searched for External Batteries
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Who Needs External Batteries
AND Who Searched for External Batteries
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How do we get there?
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STEP 1: RAISE YOUR FLAG
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STEP 2: GET LOUD
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Think Different
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WE COULD BE THE PEOPLE WHO HELP PEOPLE FIND SOLUTIONS
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MAIDS LOST
WEIGHT WHEN TOLD
THAT THEIR DAY TO DAY IS
EXERCISE
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WE
ARE THE PEOPLE WHO HELP PEOPLE WHO ARE LOST FIND ANSWERS
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Deflect Disruptions by focusing
on your customers Needs & Aspirations
https://www.flickr.com/photos/benny4bs/
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CHANNEL FIRST = RUNNING DRY
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Winning At Search Losing At People
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EXAMPLES
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6 year head start Competitor launched 18 months BEAT
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ONE FOCUSED HERE
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GOT IT!!
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ONE FOCUSED HERE
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ON THE FEELING OF RELAXATION ADVENTURE NEW THINGS
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Who is going to rank better in 2018 AND Have a stronger brand?
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LETS TAKE A LOOK BACK
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Get a disproportional amount of media coverage Drive brand awareness by being part of the cultural conversation Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin
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Get a disproportional amount of media coverage (200 media hits) Drive brand awareness by being part of the cultural conversation (2.2% of convo) Through Social & Media engagement drive a better SEO footprint to drive bookings in Berlin (???)
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2+ Million
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Once Algos Get This
VRBO?
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Its 1900, You are hired
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Choice is yours
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Tail of two airlines
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Shorter Virgin Video
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What CHOICES did each company make? BOTH had to produce the
SAME content
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Reality: Travel feels like this
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Insert Smimsek slide People want to see ME & hear what I have to say before takeoff
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Lets do something FUN, that makes people want to dance before takeoff
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Lets do something FUN, that makes people want to dance before takeoff
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Brand we admire Go the extra mile for customers Disrupt
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Another Industry Making a Comeback
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TELEVISION
= DISRUPTED
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TV is Rising
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Stay paranoid
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THE DANGERS OF LIFE ARE INFINITE & AMONG THEM IS
SAFETY
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Now, THIS!!!
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Dollar Shave Club video
Dollar
Shave
Club
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Every touchpoint reinforces the message
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Bill Boards
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Mailchimp
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Mailchimp
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Old Media, still aint getting it
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Old Media Aint Getting It
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New Media, Didnt we already go through this
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Didnt we already go through this
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These Pop-ups Wont
Go Away
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Might as Well Scroll
Sideways
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Got the product and audience right then poured fuel on the fire with TV. (Trust + Reach)
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BE READY AT ANY MOMENT TO GIVE
UP WHAT YOU ARE
FOR WHAT YOU MIGHT BECOME.
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1900
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@wilreynolds
Use Content To Sell More
TIRES
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@wilreynolds
No Pinterest No Facebook No E-mail NO GOOGLE!
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@wilreynolds
Content Marketing since
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@wilreynolds https://www.flickr.com/photos/anacronicos
Get him to
DRIVE MORE
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
Worn Tires
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@wilreynolds https://www.flickr.com/photos/125261545@N03/
More miles is more
MONEY!!
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Understand the Need (explore, new to talk about) Apply to the Business (sell tires)
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Average content can LOWER Brand Perception Trust Loyalty
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Trust is hard to disrupt
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Pacemakers
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Is your content building
Trust & Loyalty momentum
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My Journey
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Im here
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Didnt do this
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Or this
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No Genie In a Bottle
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So wait, Wil, are you saying people make decisions on beliefs reputation trust
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So if you only focus on what people type into boxes YOU ARE GOING TO BE DISRUPTED!!
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RE:DEFINE
SEO
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Not Tracked To Specific
ROI
20%
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STAY PARANOID
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Pinterest is a
Database of your
Aspirations
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bit.ly/seerpinterestguide
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0 links 0 outreach Ranks well, evergreen HELPS PEOPLE Delights
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Delights people, builds traffic, brand for ever ever, for ever ever
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Lesson: The best marketing is rarely created by only ONE discipline
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Missed the direct searcher Missed the social audience Missing traffic for ever ever, for ever ever
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Missing an OPPPORTUNITY to help people find their dogs, for ever ever!
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When the old & new combine!
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How do I get started? Take the piece of content your customers love most, and spend < $1,000 promoting it via audience targeting. I Spent 4 weeks & $850, forever changed how I will do marketing.
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Relevant
Took someone time
Looked Good
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Reduce the Abstract
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You Got A Chance Make People feel Great or Make People feel Manipulated
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Which group is
Google seeking to disrupt?
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Which side are
you on?