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The Digital Pivot: Secrets of Online Marketing

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Media Cheat Sheet
Figure 1.1- This graph charts the course from nano to mega influencer by moving through the owned, shared, earned, and paid media channels in sequence. Of all the media channels, earned media provides the greatest opportunity for growth.
Figure 1.2- Paid media is fast but temporary. SEO is slow but durable. Email is predictable. Social media requires ongoing effort and is the least predictable media channel. Source: Content Chemistry by Andy Crestodina

Chapter 1: The Art of the Pivot

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Figure 2.1-Heat map of the homepage at ericschwartzman.com generated by Hotjar from over 1000 visitors to the page

Chapter 2: Digital Customer Insights

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Figure 3.1- Revenue in billions of dollars at Netflix and Blockbuster from 2004 to 2013. During that period, Netflix put Blockbuster out of business. Change + Velocity = Disruption. Source: Mary Meeker
Figure 3.2- Business process map showing how four different departments collaborate in a digital environment to process a phone order stimulated by an email marketing campaign. Each of the four departments has their own lanes. These are frequently called “swim lanes.” The workflow process begins at the top of the chart in the Marketing department, moves into Inside Sales, then Sales, and concludes in the Customer Success department.
Figure 3.3- The diagram shows the steps a buyer takes when hiring a freelancer using a product I developed with Billy Howard, Jr., Adam Thornton, Eric Bush, and Alex Saavedra at the Center for Digital Innovation at Howard Industries. Payoneer was the right e-commerce provider for our use-case because they allowed us to hold the buyer’s funds in escrow and make incremental distributions against milestones until the job was complete.

Chapter 3: Stack, Funnels, and Automation

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Figure 4.1- Google displays ‘related’ searches at the bottom of their search results pages. This is essentially a window into how Google determines relevance because they are telling you that they consider all these searches to be related to one another. Therefore, if you have the best content for all these terms, you are likely to rank for them in queries as well.
Figure 4.2 - Long Tail Theory - Since stores are limited in how much space they have for inventory, they stock best selling items, represented by the green spike. If this was a chart showing sales by product, a retailer would stock more of the top sellers to generate higher returns. But if you were selling digital music performances on a jukebox, like my client Ecast, your inventory costs are zero. Now, the long yellow tail of the graph becomes just as lucrative as the green spike.
Figure 4.3- Knowledge panel from page one of search results. If you search the keyword “google,” this panel appears in the upper right-hand corner of the search results page. Knowledge panels list factual information about brands.

Chapter 4: Search Engine Optimization

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Figure 5.1- Image by Gage Skidmore (cropped) Creative Commons BY-SA 2.0
Figure 5.2- INK Founders (l. to r.) CTO Alexander De Ridder, CRO Gary Haymann, and CEO Michael Umansky with their Content Performance Optimization Patent.
Figure 5.3- Virality map from Talkwalker with a timeline illustrating how a tweet gets republished and amplified to reach a larger audience.

Chapter 5: The Laws of Virality

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Figure 9.1- Tech reporter Brad Stone appearing on my first batch of podcast recordings at Bulldog Reporter 2005 in San Francisco.

Chapter 9: Podcasting

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Figure 10.1- Organizational chart representing how clients typically interface with PR agencies. An employee on the client side serves as the agency liaison and outsources all aspect of public relations outreach from strategy to execution to an external PR agency.
Figure 10.2- By decoupling the senior level, strategic counsel that a PR firm brings with tactical execution and bringing that piece of the equation in-house, clients get a dedicated resource and more effective outreach apparatus.

Chapter 10: Digital PR

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Figure 11.1- Marketing generates leads that sales converts into customers. The overlap of the two departments is an emerging discipline known as sales engagement, which is a collaborative effort to continuously improve lead quality and conversions. Marketing supports sales by scoring leads, so sales knows which ones are hot. Sales supports marketing by providing insights into what messages buyers respond to, so marketing can create content that addresses buyers’ concerns.
Figure 11.3- Screenshot of a bot registration that found its way into my CRM. Bot registrations like this pollute email marketing lists.

Chapter 11 - Inbound Lead Generation

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