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Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
Competitive Strategies in International Search Placement
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Competitive Strategies in International Search Placement

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Presented by John Coburn of Praxis Now at EI emarketing event in Limerick March 2012.

Presented by John Coburn of Praxis Now at EI emarketing event in Limerick March 2012.

Published in: Business, Technology
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  • 1. © Copyright 2012, praxisnow.ie - ‹#›COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING JOHN COBURN Tel.: 01-2360076 Limerick 22nd March 2012 Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 2. © Copyright 2012, praxisnow.ie - ‹#›(Otherwise known as )10 COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 3. © Copyright 2012, praxisnow.ie - ‹#›1 SEO STRATEGY If you are far from the enemy, make him believe you are near Sun Tzu Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 4. © Copyright 2012, praxisnow.ie - ‹#› SEO LONG-TAILWEBSITE TRAFFIC 1 : 40 Non-Brand-related UNIQUE KEY-PHRASES Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 5. © Copyright 2012, praxisnow.ie - ‹#›(& therefore simultaneous!)DISCRETE TARGETING METHODS Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 6. © Copyright 2012, praxisnow.ie - ‹#›2 GEO-TARGETED Link Topology Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 7. © Copyright 2012, praxisnow.ie - ‹#› LIKE THIS!Neighbourhood .co.uk or generic:Inbound Link Topology registered and hosted in UK Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 8. © Copyright 2012, praxisnow.ie - ‹#› . . . OR THIS! .co.uk or generic:Neighbourhood registered Ireland andInbound Link Topology geo-located to UK NOTE: Not workable with a .ie domain Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 9. © Copyright 2012, praxisnow.ie - ‹#› NOT THIS! (STILL AT HOME)Neighbourhood WithInbound Link Topology replication, carry-over of links is often overlooked Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 10. © Copyright 2012, praxisnow.ie - ‹#›. . . AND DEFINATELY NOT THIS! Neighbourhood What many Irish Inbound Link Topology Companies are doing: NOTE: Can still compete for unique brands, geo- locator based terms and unique search phrases Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 11. © Copyright 2012, praxisnow.ie - ‹#›. . .AND LOGICALLY THEREFORE . . . 3 SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 12. © Copyright 2012, praxisnow.ie - ‹#›4 ADWORDS “QUALITY SCORE” THE NEW PPC LONG-TAIL Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 13. © Copyright 2012, praxisnow.ie - ‹#›THE “OLD” PPC LONGTAIL BEHIND THE TIMES? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 14. © Copyright 2012, praxisnow.ie - ‹#›“NEW” PPC LONGTAIL “RELEVANCE”: A MORE USEFUL MODEL € Low Quality Score Poor Alignment / High Competition Medium Quality Score Low CTR / (often) Low Competition High Quality Score High CTR / Good Alignment LOW RELEVANCE HIGH Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 15. © Copyright 2012, praxisnow.ie - ‹#›GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKEDGOOGLE’S KEYWORD QUALITY SCORE CTR QUALITY SCORE SCALE 1 - 10 Source: Google Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 16. © Copyright 2012, praxisnow.ie - ‹#›5 HIGH VOLUME OF ORIGINAL CONTENT (written as you wish it to be read, then revisited for optimisation) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 17. © Copyright 2012, praxisnow.ie - ‹#›6 WITH COMPELLING CAPTURE SALES LEADS VALUE PROPOSITIONS (on every “CATEGORY” page of your website) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 18. © Copyright 2012, praxisnow.ie - ‹#› MOST PREVALENT, BASICBINARY SALES PROPOSITION (One “all or nothing” value proposition) RELATIONSHIP HELLO CONVERT MANAGE VISITOR INFORMATION-DRIVEN NEWSLETTER / FACILITATION Typical “campaign level” conversion rate = 2% ? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 19. © Copyright 2012, praxisnow.ie - ‹#› SLIGHTLY MODIFIED (BUT STILL SIMPLE) NON-BINARY SALES PROCESS LEADHELLO CONVERT GROW CAPTURE Not “Subscribe” | “Add to Newsletter” | “Enquiry Form” (What to do with % of other 98%) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 20. © Copyright 2011, praxisnow.ie - 20 CASE STUDY GUIDE TO CUTTING Concept Original 13 ways solid fuel heating can save YOUR ENERGY BILLS BY 25% money on your energy costs • READ ON SCAN • RELEVANT RIGHT NOW • EASY TO REQUEST• INSTANT GRATIFICATION • TO THE POINT • HIGHLY VISIBLE Scope for 20+ different, compelling valuepropositions on separate Landing Pages, targeting separate buyer priorities at different stages in the purchase process or by user type
  • 21. © Copyright 2012, praxisnow.ie - ‹#›CASE STUDY SPECIAL AIRLINE INDUSTRY REPORT:Position Above Fold Carbon Footprint Reduction Planning in the Airline Industry Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 22. © Copyright 2012, praxisnow.ie - ‹#›CASE STUDYPosition Above Fold Alternate Special Report: Carbon Footprint Reduction Planning in the Airline Industry Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 23. © Copyright 2011, praxisnow.ie - 23CASE STUDY Original What’s the Capture Value Proposition?
  • 24. © Copyright 2011, praxisnow.ie - 24 CASE STUDY Concept 1Keeping it Simple Keep it simple – get more detailed information later in the process
  • 25. © Copyright 2011, praxisnow.ie - 25 Ireland’s leading supplier of easy to use bookkeeping CASE STUDY software for small and medium businesses Concept 2 21 things you need to know about the new tax changes for 2012 Keep Free Trial as is Add acompelling, campaign- support page-level value proposition for lead capture without need for a trial (prospect may not be ready or have time to trial – yet.
  • 26. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY 1. Engage 2. Capture ?Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 27. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY 1. Engage 2. Capture PLAY ENGAGEAFFORDABLE ERP:21 ways to reduce the cost of running Video Demoyour enterprise using SaaS processes.name:email: DOWNLOAD CAPTURE WITHOUT COMMITTING TO TRIAL Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 28. © Copyright 2011, praxisnow.ie - 28CASE STUDY Concept Online Shop Get our exclusive free guide to leveraging the power of your brand
  • 29. © Copyright 2012, praxisnow.ie - ‹#›7 MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management) Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 30. © Copyright 2012, praxisnow.ie - ‹#› MAPPING THEONLINE SALES PROCESS Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 31. © Copyright 2012, praxisnow.ie - ‹#›8 FOCUS ON “CONVERSION” With Value Proposition Alignment Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 32. © Copyright 2012, praxisnow.ie - ‹#›CONVERSION TIPPING POINT 98% 2% NO SALE SALE VISITOR QUALITYPOOR QUALITY HIGH QUALITY/ IRRELEVANT NOT READY TO BUY YET / DIRECTLY RELEVANT (BUT WILL BUY IN TIME) A “Quality Visitor” is not just the person who is ready to buy now. Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 33. © Copyright 2012, praxisnow.ie - ‹#› OPENING THE DOOR Let’s say 38% 98% 2% Determined by traffic quality LEAVE CONVERT 30%30% 60% Convert over timeMay never convert On the basis of a EXCHANGE ANONYMOUS IDENTIFIED =x15 COMPELLING Value Proposition conversion improvement Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 34. © Copyright 2012, praxisnow.ie - ‹#› WHO ARE THEY? (I) [ ] B2C MOTHER B2B FATHER END USER DAUGHTERENGINEERING SISTER ANY INFLUENCER TYPE SONPRODUCTION % SALES PROSPECTS IN RESEARCH HUSBAND MODE (NOT YET READY / WILLING WIFE IT / ABLE TO BUY) BROTHER FINANCE PLAYER RELATED BUT DIFFERENT NEEDS EXECUTIVE SUPPORTER etc... Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 35. © Copyright 2012, praxisnow.ie - ‹#› WHO ARE THEY? (II) ANY INFLUENCER TYPE + ...[ ] DECISION BUSINESS CASE ANY STAGE IN TCO PURCHASE PROCESS ASSESSMENT AWARENESS DISCOVERY Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 36. © Copyright 2012, praxisnow.ie - ‹#›HOW BIG IS THIS SEGMENT? [ ] A FUNCTION OF: HOW TRAFFIC WAS GENERATED:  Targeted eMail V Bulk, untargeted  Key-phrase targeted SEO V unqualified traffic  Managed Social engagement V Viral ‘novelty’  Targeted Advertising V General Advertising Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 37. © Copyright 2012, praxisnow.ie - ‹#›9 LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 38. © Copyright 2012, praxisnow.ie - ‹#› ONLINE SALES PROCESS ANALYTICS CAPTURE RATIO FRONT-END BACK-END CONVERSIONEG. (VIEWS:REGISTRATIONS) CONVERSION RATIO RATIO CAPTURES:CONVERSIONS FRONT-END:BACK-END VISITOR TRAFFIC LANDING PAGE VIEWS ACCESS TO LEVEL 2 LINKING BACK-END (Quality & Source) (development) CONTENT TO FRONT-END DOWNLOADS (email-triggered) SPLIT TESTING METRICS SALES FUNNEL “EVENTS” ENGAGEMENT ACCESS TO CONTENT Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 39. © Copyright 2012, praxisnow.ie - ‹#›10IS WEBSITE PURPOSE ISCLEARLY DEFINED?MEASURE PURPOSE ACCOMPLISHMENT Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  • 40. © Copyright 2012, praxisnow.ie - ‹#›COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING JOHN COBURN Tel.: 01-2360076 Email: jcoburn@praxisnow.ie Limerick 22nd March 2012 Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie

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