Ian Lurie

Ian Lurie

Ian Lurie is CEO and Founder of Portent, a full-service digital agency he started in 1995. Portent helps brands connect with people through remarkable communications. Ian's professional specialties and favorite topics are marketing strategy, history, search and all things nerdy. But after 20 years in the business he can go on for hours, so be careful when you ask him questions at parties. He writes and speaks everywhere he can, including Entrepreneur.com, Mashable, MozCon, ad:tech and Seattle Interactive Conference. He's a bit of an addict, really.

His random educational background includes a B.A. in History from UC San Diego and a degree in Law from UCLA. Along the way, he's been a very amateur competitive cyclist, a bike messenger, a roof consultant, a technical writer and an Adobe FrameMaker consultant. You may find him teaching his kids to play Dungeons and Dragons on the weekends, or dragging his tongue on the ground as he pedals his way up Seattle's ridiculously steep hills.

One-Trick Ponies Get Shot:

How services companies can avoid the vendor trap, do better work, and prosper

Portent, Inc. 2014

From landscapers to lawyers, services companies have suffered in the 21st Century. All of these companies practice their crafts. But in the last decade, a new focus on 'productized' services has sucked the life out of services companies by de-emphasizing the craft and turning services into commodities.

In the form of a corporate fable, One-Trick Ponies Get Shot discusses the problem, and offers a solution. Read:

  • The limitations of a tactically-driven services model.
  • How to build a strategic model around your services and tactics.
  • Why and how this grows your business.

Web Marketing All-in-One For Dummies

For Dummies, 2012

Kick off your online presence to build a following and achieve your marketing goals

Ready to advertise on the web, create buzz about your product, and start online conversations? From optimizing your site and analyzing traffic to blasting targeted e-mails and writing blogs, this collection of minibooks has you covered. You'll quickly be on your way to increased traffic, more followers, and an engaged audience ready to listen!

  • Go organic — follow steps to optimize your site for search engines to build up your organic keyword rankings
    Click it — enter the competitive world of online advertising and pay-per-click to ensure that your message reaches the right people
    Stay connected — initiate time-tested marketing strategies to develop and deliver professional-looking e-mails that increase the open and click-through rates
    The write tool — get up to speed on how to set up a blog, write engaging posts, and reach out to others to drive traffic
    Spread the word — dig into social media so you can reach out to customers, find new audiences, and build relationships like never before
    Get mobile — learn how to leverage the mobile channel by implementing best practices that will grow your audience

Open the book and find:

  • Tips for making your website search engine friendly
    The essentials to monitor and improve your site
    The rules for setting up pay-per-click campaigns
    Ways to send targeted e-mails that avoid complaints
    How to write blog posts that keep readers coming back for more
    Strategies for creating an effective social media plan
    Techniques for getting started with mobile advertising

8 books in 1

  • Establishing a Web Presence
    Search Engine Optimization
    Web Analytics
    Online Advertising
    E-Mail Marketing
    Blogging and Podcasting
    Social Media Marketing
    Mobile Marketing

Conversation Marketing:

Internet Marketing Strategies

Trafford Publishing, 2006

Internet marketing. Did your nose just wrinkle when you read those two words? Just a little? Something smells bad, the same way you feel just a little guilty grabbing all the free stuff at a trade show, or snitching a french fry from your kid's plate.

Internet marketing feels just a little, well, dirty. Why? Because most internet marketing is greedy, not smart, and it leaves the agencies that practice it, and their clients, tarnished.
Typical internet marketing revolves around a drive to get more traffic, no matter what. Viral marketing, search marketing, e-mail marketing (not spam), spam, banner ads, pay-per-click marketing — name the method, and 98 percent of marketers use them as blunt instruments in a get-all-the-traffic-and-let-God-sort-it-out kind of way. Never mind whether that traffic represents truly qualified potential customers. Never mind the cost of driving useless traffic. Just keep 'em coming!

Everyone — clients and marketing professionals alike — is to blame for this. We've all said "More traffic!" at least once in our careers. In traditional media — print, television, and such — it made sense to start off with this approach. But internet marketing is different, and much more powerful. It's a two-way street. That means you can converse with your users, and selecttraffic rather than accumulate it. That's what this book is about. It's my attempt to demonstrate how you take advantage of the two-way street and start a real conversation with potential internet customers.

You can read some of Ian's recent work at www.portent.com/onetrick and www.portent.com/data/content-inventory, and follow him on Twitter @portentint.