Launching a brand into a hyper competitive vertical

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  • 1. launching in a hyper-competitive vertical
  • 2.
    • > founded '08 by a group of seo, ppc & conversion rate experts
    • > over 12 years industry experience
    • > diverse client & vertical experience
    • > strategies to deliver the best online roi for our clients possible. period.
    why are queryclick here?
  • 3. understand the challenge
  • 4. understand the challenge...
    • ...it's impossible.
            • (sorry!)
    ...no, really .
  • 5. understand the challenge...
    • ...still here?
            • OK, lets beat the system.
  • 6. understand the challenge...
  • 7. ok, but seriously.
    • >> there are opportunities out there.
    • >> you will have to work for them.
    x
  • 8. set your goals
    • >> don't plan on organic traffic for the first six to nine months
    • >> don't be a thin affiliate
    • >> direct spend 50% ppc, 30% affiliates & 20% display
    • >> build brand recognition
    • >> jump start via email
    • >> track (& test!) everything
  • 9. set your goals x
  • 10. set your goals
    • >> everything starts with your cpa.
          • higher cpc at launch of ppc campaign
          • conversions will be worse than average (brand)
          • work by product / lead value, not average
          • include post sale conversion
          • include offsite pr if relevant
          • segment by channel / country
          • include asset cost (images, news content, video)
          • keep burn as low as possible, look for 12 month return to black, maximum
          • if cpc < cpa = profit
  • 11. concept to launch
    • don't overdesign at launch:
    +
  • 12. define yourself against the market
    • >> profile your target audience
      • undergraduate profile (mobile):
        • pay by proxy, fashion conscious, feature rich, social features, battery life, monthly tariff
        • handset brands, best monthly phone, etc
        • image rich, bundled price plans, email this deal, tech specs, network coverage, reviews.
    • >> set expectation in serp, then fulfil.
    • >> data recall & update email critical
  • 13.  
  • 14.  
  • 15.  
  • 16.  
  • 17. the inevitable moneysupermarket...
  • 18.  
  • 19.  
  • 20. beating the market
  • 21. use your advantage...
    • >> pre-launch heuristic analysis
    • >> iterate repeatedly & quickly
    • >> shake up marketplace / better mousetrap? (reviews / user gen / vid)
    • >> define against competition (3 rd party)
    • >> build for seo initially: architecture!
    • >> use your cpa to be aggressive in display, ppc & affiliates (arbitrage?)
    +
  • 22. ...your kind of people? ...their kind of phone?
  • 23. seo architect for scale...
    • >> European mobile handset reseller:
        • http://mocompare.com/ [latest & index control]
        • http://mocompare.com/en/mobile-handsets/reviews [non-territory]
        • http://uk.mocompare.com/en/mobile-handsets/htc-desire#reviews|news|deals [product page]
        • ch.mocompare/en/ - swiss, english lang, etc.
            • sitemaps.org // hreflang // canonical
  • 24. ...and while we're on seo
    • validate & be light / content rich
    • compress, use sprites & set cache
    • <h1> to top of code, refresh often
    • standard, image, news, video & index sitemap.xml dynamic for all content
    • pingomatic for rss (snippet only), support trackback, first post free, profile link, forum access, fb connect, like & retweet.
  • 25.  
  • 26. self renewal (aka: optimisation zen!)
  • 27. optimisation zen
    • first q activity:
      • 80% linkbuilding | 20% campaign setup
    • first q traffic sources:
      • 80% ppc | 15% display | 5% email
    • >> capture users / email
    • >> test conversion heavily
    • >> raise brand profile via communities
  • 28. use customer voice
    • get negative feedback.
    • make it better.
    • repeat...
  • 29. optimisation zen
    • second q activity:
      • double down on ppc & display spend
      • introduce regular linkbaiting
      • curate & develop your forum
      • build long tail landing pages
        • expand ppc alongside seo kp targeting
        • integrate into arch one step from homepage
        • conserve domain value + 301 roundup
      • push offers into social channels
  • 30. optimisation zen
    • third q traffic sources:
      • 10% seo | 75% ppc | 10% display | 5% email
    • opportunities:
      • google innovations (keep on top!)
      • affiliate programs with backlink value
      • tool layer promotion / application bait
      • click to call analytics via ppc
      • industry stats / authority nirvana
  • 31. profit