Competitive Strategies in International Search | John Coburn | International Push |
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Competitive Strategies in International Search | John Coburn | International Push |

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Enterprise Ireland eMarketing Event Dublin 25 October 2012

Enterprise Ireland eMarketing Event Dublin 25 October 2012

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Competitive Strategies in International Search | John Coburn | International Push | Competitive Strategies in International Search | John Coburn | International Push | Presentation Transcript

  • www.internationalpush.com COMPETITIVE STRATEGIES IN INTERNATIONAL SEARCH An international lead generation perspective JOHN COBURN T. +353-1-2360076 W. internationalpush.comContact International PUSH at +353-1-2360076 © Copyright 2012/13 internationalpush.com, slide 1
  • www.internationalpush.com T. +353-1-2360076 CAPTURE BASIC CUSTOMER WESITE VISITORS e.g. EARLY IN PROCESS: TOUCH-POINT: “food flavourings”, “enterprise crm solutions” MISS SEARCH - offer “guide”, “comparison” etc... GROW STAGE IN PROCESS? ROLE IN PROCESS? e.g. LATER IN PROCESS: BUT, “supplier of savoury food flavourings” PRE-EMPTED INFORMATION NEED - offer “sample pack”, “application notes” etc... “standard terms in master software services agreement” - offer “negotiation prep sheet”, “buyers guide” etc... FILTER OUT ON NON-SPECIFIC SEARCH QUERIESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 4
  • www.internationalpush.com T. +353-1-2360076 CAPTURE BASIC CAPTURE MORE LEAD IS P2P SALES CONTACT-READY CUSTOMER WESITE VISITORS TOUCH-POINT: 1:1 ENGAGEMENT: MISS SEARCH DIGITAL online & offline sales process GROW STAGE IN PROCESS? BUILD REPUTATION ROLE IN PROCESS? FOR VALUE project level engagement QUALIFY IF CURRENT BUT, PROJECT EXISTS MAY DO SOME LEAD SCORING IF YOU PRE-EMPTED HAVE GOOD ANALYTICS / CRM INFORMATION NEED FILTER OUT ON GENERAL OR DON’T FILTER OUT JUST BECAUSE NO ACADEMIC INTEREST PROJECT EXISTS AT THIS TIME (KEEP FILTER OUT ON NON-SPECIFIC ON DIGITAL FOLLOW-UP) SEARCH QUERIESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 5
  • www.internationalpush.com T. +353-1-2360076 • X% HAVE LIVE PROJECTS NOW • Y% WILL HAVE A LIVE PROJECT AT A FUTURE TIME • Z% WILL INFLUENCE OTHER LIVE PROJECTS (NOW OR FUTURE) • A% WILL REFER ONWARDS (TO CURRENT OR FUTURE PROJECT) • B% WILL BE LOST OR WILL MOVE • C% WILL NEVER HAVE A PROJECT A DIGITAL LEAD CAN ENTER YOUR PIPELINE AT ANY STAGE OF THE SALES PROCESSCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 6
  • www.internationalpush.com T. +353-1-2360076 CAPTURE BASIC CUSTOMER WEBSITE VISITORS TOUCH-POINT: SEARCH GROW Being there when the customer is ready to buy rather when you are ready to sellCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 7
  • www.internationalpush.com T. +353-1-2360076 digital INTERNATIONAL SEO CONTENT the cast NETWORK for now, think of it as your the bait CAPTURING LEADS the catchCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 9
  • www.internationalpush.com T. +353-1-2360076 matching thematic focus to search the behaviours = bait in right market sectorsCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 10
  • www.internationalpush.com T. +353-1-2360076 that can be pointed That competes for to any or all of visible presence on your target national search countries enginesgoogle.ie google.co.uk google.com google.com.au google.co.nz google.ca google.co.in google.se google.co.zaCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 13
  • www.internationalpush.com T. +353-1-2360076 Search geo-location the Content geo-targeting (neighbourhood, community) castCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 15
  • www.internationalpush.com T. +353-1-2360076 • Organic search results biased to geography unique and non-competitive phrases can survive borders • Duplicate content is [often] very dangerous • International SEO is way tougher than Irish SEO • Several ways to “geo-target” websites / content • Link Topology is important • Long-tail is where the action isCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 16
  • www.internationalpush.com T. +353-1-2360076 s ain uk.company.com company.com/uk company.co.uk t: om the li s lev el d T on un try- NO Google webmasterg co settings tools in Mandatory / unchangeable rect + other considerations including d- -Red i m es s a in s wo r r o y d addr of scontent?key to imaLocalisation as e pr ting P en-m Link Topology I(community + neighbourhood) - Hos ingSemantic Linking up Buy CTR (propensity) - ed as in s bParentaDomain Associations dom omain d - .ieCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 17
  • www.internationalpush.com T. +353-1-2360076 1 : 40 Non-Brand-related WEBSITE TRAFFIC ed Targe ary ded ted -relat ry ted d Prima Targe Exten Secon Brand long-tail UNIQUE KEY-PHRASESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 18
  • www.internationalpush.com T. +353-1-2360076 each piece of each piece of content has its content has its own own key-phrase country targets targets (may be all)COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 19
  • www.internationalpush.com T. +353-1-2360076 Leveraging a “compelling exchange proposition” the catchCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 20
  • www.internationalpush.com T. +353-1-2360076 (One “all or nothing” value proposition) RELATIONSHIP HELLO CONVERT MANAGE VISITOR INFORMATION-DRIVEN NEWSLETTER / FACILITATION Typical “campaign level” conversion rate = ? Source: marketingsherpa ‘10COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 21
  • www.internationalpush.com T. +353-1-2360076 LEAD CONVER HELLO CAPTUR GROW T E Not “Subscribe” | “Add to Newsletter” | “Enquiry Form” (What to do with % of other 98%)COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 22
  • www.internationalpush.com T. +353-1-2360076 98% 2% Visitor Quality lose capture convert COMPELLING EXCHANGE PROPOSITON (a compelling reason / Why should they exchange?COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 23
  • www.internationalpush.com T. +353-1-2360076 98% 2% Visitor Quality lose convert NOT YET READY TO CONVERT ON YOUR TERMS - BUT WILL CONVERT OVER TIME WHEN NURTUREDCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 24
  • www.internationalpush.com T. +353-1-2360076COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide 25
  • www.internationalpush.com JOHN COBURN T. +353-1-2360076 W. internationalpush.comContact International PUSH at +353-1-2360076 © Copyright 2012/13 internationalpush.com, slide 26