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
Blogging and Podcasting
Social Media 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.