© Copyright 2012, praxisnow.ie - ‹#›COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING                                ...
© Copyright 2012, praxisnow.ie - ‹#›(Otherwise known as )10 COMPETITIVE STRATEGIES ININTERNATIONALSEARCH        MARKETING...
© Copyright 2012, praxisnow.ie - ‹#›1 SEO STRATEGY  If you are far from the enemy, make him  believe you are near  Sun Tzu...
© Copyright 2012, praxisnow.ie - ‹#›           SEO LONG-TAILWEBSITE TRAFFIC   1 : 40                 Non-Brand-related    ...
© Copyright 2012, praxisnow.ie - ‹#›(& therefore simultaneous!)DISCRETE TARGETING     METHODS                             ...
© Copyright 2012, praxisnow.ie - ‹#›2   GEO-TARGETED    Link Topology      Enterprise Ireland eMarketing Workshop, March 2...
© Copyright 2012, praxisnow.ie - ‹#›             LIKE THIS!Neighbourhood                                                  ...
© Copyright 2012, praxisnow.ie - ‹#›      . . . OR THIS!                                                                 ....
© Copyright 2012, praxisnow.ie - ‹#›            NOT THIS!                (STILL AT HOME)Neighbourhood                     ...
© Copyright 2012, praxisnow.ie - ‹#›. . . AND DEFINATELY NOT THIS!    Neighbourhood                                       ...
© Copyright 2012, praxisnow.ie - ‹#›. . .AND LOGICALLY THEREFORE . . .  3       SEPARATE WEBSITE PER          TARGET GOEGR...
© Copyright 2012, praxisnow.ie - ‹#›4   ADWORDS “QUALITY SCORE”    THE NEW PPC LONG-TAIL          Enterprise Ireland eMark...
© Copyright 2012, praxisnow.ie - ‹#›THE “OLD” PPC LONGTAIL        BEHIND THE TIMES?      Enterprise Ireland eMarketing Wor...
© Copyright 2012, praxisnow.ie - ‹#›“NEW” PPC LONGTAIL “RELEVANCE”: A MORE USEFUL MODEL €            Low Quality Score    ...
© Copyright 2012, praxisnow.ie - ‹#›GOOGLE’S KEYWORD QUALITY SCORE     DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU A...
© Copyright 2012, praxisnow.ie - ‹#›5   HIGH VOLUME OF    ORIGINAL CONTENT    (written as you wish it to be    read, then ...
© Copyright 2012, praxisnow.ie - ‹#›6 WITH COMPELLING   CAPTURE SALES LEADS   VALUE PROPOSITIONS   (on every “CATEGORY” pa...
© Copyright 2012, praxisnow.ie - ‹#›            MOST PREVALENT, BASICBINARY SALES PROPOSITION       (One “all or nothing” ...
© Copyright 2012, praxisnow.ie - ‹#›        SLIGHTLY MODIFIED (BUT STILL SIMPLE) NON-BINARY SALES PROCESS               LE...
© Copyright 2011, praxisnow.ie - 20      CASE STUDY                                                            GUIDE TO CU...
© Copyright 2012, praxisnow.ie - ‹#›CASE STUDY                                                           SPECIAL AIRLINE I...
© Copyright 2012, praxisnow.ie - ‹#›CASE STUDYPosition Above Fold           Alternate                                     ...
© Copyright 2011, praxisnow.ie - 23CASE STUDY     Original    What’s the Capture Value  Proposition?
© Copyright 2011, praxisnow.ie - 24 CASE STUDY    Concept 1Keeping it Simple                    Keep it simple – get more ...
© Copyright 2011, praxisnow.ie - 25                           Ireland’s leading supplier of easy to use bookkeeping   CASE...
© Copyright 2012, praxisnow.ie - ‹#›                                                     CASE STUDY                       ...
© Copyright 2012, praxisnow.ie - ‹#›                                                                                      ...
© Copyright 2011, praxisnow.ie - 28CASE STUDY    Concept   Online Shop                 Get our exclusive free guide to lev...
© Copyright 2012, praxisnow.ie - ‹#›7   MAP YOUR ONLINE    SALES PROCESS    (point of 1st contact to point of    conversio...
© Copyright 2012, praxisnow.ie - ‹#›        MAPPING THEONLINE SALES PROCESS     Enterprise Ireland eMarketing Workshop, Ma...
© Copyright 2012, praxisnow.ie - ‹#›8   FOCUS ON “CONVERSION”    With Value Proposition Alignment           Enterprise Ire...
© Copyright 2012, praxisnow.ie - ‹#›CONVERSION TIPPING POINT                   98%                                        ...
© Copyright 2012, praxisnow.ie - ‹#›       OPENING THE DOOR       Let’s say     38%     98%               2%              ...
© Copyright 2012, praxisnow.ie - ‹#›         WHO ARE THEY? (I)                            [                       ]       ...
© Copyright 2012, praxisnow.ie - ‹#›    WHO ARE THEY? (II)              ANY INFLUENCER TYPE + ...[      ]                 ...
© Copyright 2012, praxisnow.ie - ‹#›HOW BIG IS THIS SEGMENT?                    [                       ] A FUNCTION OF: H...
© Copyright 2012, praxisnow.ie - ‹#›9   LEVERAGE THE NEW    GOOGLE ANALYTICS    Event tracking        Enterprise Ireland e...
© Copyright 2012, praxisnow.ie - ‹#›                                   ONLINE SALES PROCESS                               ...
© Copyright 2012, praxisnow.ie - ‹#›10IS WEBSITE PURPOSE ISCLEARLY DEFINED?MEASURE PURPOSE ACCOMPLISHMENT       Enterprise...
© Copyright 2012, praxisnow.ie - ‹#›COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING                                ...
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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.

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Competitive Strategies in International Search Placement

  1. 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. 2. © Copyright 2012, praxisnow.ie - ‹#›(Otherwise known as )10 COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  3. 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. 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. 5. © Copyright 2012, praxisnow.ie - ‹#›(& therefore simultaneous!)DISCRETE TARGETING METHODS Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  6. 6. © Copyright 2012, praxisnow.ie - ‹#›2 GEO-TARGETED Link Topology Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  7. 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. 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. 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. 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. 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. 12. © Copyright 2012, praxisnow.ie - ‹#›4 ADWORDS “QUALITY SCORE” THE NEW PPC LONG-TAIL Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  13. 13. © Copyright 2012, praxisnow.ie - ‹#›THE “OLD” PPC LONGTAIL BEHIND THE TIMES? Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. © Copyright 2011, praxisnow.ie - 23CASE STUDY Original What’s the Capture Value Proposition?
  24. 24. © Copyright 2011, praxisnow.ie - 24 CASE STUDY Concept 1Keeping it Simple Keep it simple – get more detailed information later in the process
  25. 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. 26. © Copyright 2012, praxisnow.ie - ‹#› CASE STUDY 1. Engage 2. Capture ?Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  27. 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. 28. © Copyright 2011, praxisnow.ie - 28CASE STUDY Concept Online Shop Get our exclusive free guide to leveraging the power of your brand
  29. 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. 30. © Copyright 2012, praxisnow.ie - ‹#› MAPPING THEONLINE SALES PROCESS Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  31. 31. © Copyright 2012, praxisnow.ie - ‹#›8 FOCUS ON “CONVERSION” With Value Proposition Alignment Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  32. 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. 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. 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. 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. 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. 37. © Copyright 2012, praxisnow.ie - ‹#›9 LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  38. 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. 39. © Copyright 2012, praxisnow.ie - ‹#›10IS WEBSITE PURPOSE ISCLEARLY DEFINED?MEASURE PURPOSE ACCOMPLISHMENT Enterprise Ireland eMarketing Workshop, March 2012 www.praxisnow.ie
  40. 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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