Competitive strategies in international search marketing john coburn praxis now

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Competitive strategies in international search marketing john coburn praxis now

  1. 1. © Copyright 2011/12, praxisnow.ie - 1COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING JOHN COBURN 20th October 2011 Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  2. 2. © Copyright 2011/12, praxisnow.ie - 2(Otherwise known as )10 COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  3. 3. © Copyright 2011/12, praxisnow.ie - 31 SEO STRATEGY (because you need one) If you are far from the enemy, make him believe you are near Sun Tzu Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  4. 4. © Copyright 2011/12, praxisnow.ie - 4 SEO STRATEGYWEBSITE TRAFFIC 1 : 40 Non-Brand-related UNIQUE KEY-PHRASES Source: Covario / NetConcepts Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  5. 5. © Copyright 2011/12, praxisnow.ie - 52 GEO-LOCATION (to compete on foreign national search engines) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  6. 6. © Copyright 2011/12, praxisnow.ie - 6 INTERNATIONAL SEO & GEO-LOCATION Things that can impact Google’sunderstanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Hosting IP Address Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  7. 7. © Copyright 2011/12, praxisnow.ie - 7GEO-LOCATION: SCENARIO 1 BEST .co.uk or generic: registered and hosted in UKGEOLOCATION Neighbourhood Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  8. 8. © Copyright 2011/12, praxisnow.ie - 8GEO-LOCATION: SCENARIO 2 .co.uk or generic: registered Ireland and EQUIVALENT geo-located to UK NeighbourhoodGEOLOCATION Inbound Link Topology NOTE: Not workable with a .ie domain Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  9. 9. © Copyright 2011/12, praxisnow.ie - 9GEO-LOCATION: SCENARIO 3STILL AT HOME Dangers of replication!GEOLOCATION Neighbourhood Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  10. 10. © Copyright 2011/12, praxisnow.ie - 10GEO-LOCATION: SCENARIO 4 What many IrishDEFAULT Companies are doing: NeighbourhoodGEOLOCATION Inbound Link Topology NOTE: Can still compete for unique brands, geo- locator based terms and unique search phrases Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  11. 11. © Copyright 2011/12, praxisnow.ie - 11 INTERNATIONAL SEO & GEO-LOCATION Things that can impact Google’sunderstanding of your target geography Domain Extension Google Webmaster Domain Registration Setting (generic TLD) Address Neighbourhood Hosting IP Address Inbound Link Topology Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  12. 12. © Copyright 2011/12, praxisnow.ie - 12. . .AND LOGICALLY THEREFORE. . . 3 SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  13. 13. © Copyright 2011/12, praxisnow.ie - 134 THE NEW PPC LONG-TAIL (AdWords “Quality Score”) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  14. 14. © Copyright 2011/12, praxisnow.ie - 14THE “OLD” PPC LONGTAIL BEHIND THE TIMES? Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  15. 15. © Copyright 2011/12, praxisnow.ie - 15“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, October 2011 www.praxisnow.ie
  16. 16. © Copyright 2011/12, praxisnow.ie - 16 GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED GOOGLE’S KEYWORD QUALITY SCORE CTR QUALITY SCORE SCALE 1 - 10Source: Google Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  17. 17. © Copyright 2011/12, praxisnow.ie - 175 ORIGINAL & HIGH QUALITY CONTENT (written as you wish it to be read, then revisited for optimisation) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  18. 18. 2011 & 2012:Carnage in Google’s Index Duplicate Content Mininets Cloaking (hidden content)
  19. 19. © Copyright 2011/12, praxisnow.ie - 196 COMPELLING [CAPTURE] VALUE PROPOSITION (on every page of your website) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  20. 20. © Copyright 2011/12, praxisnow.ie - 20 MOST PREVALENT, BASICONLINE SALES PROCESS I (One “all or nothing” value proposition) RELATIONSHIP HELLO CONVERT MANAGE VISITOR INFORMATION-DRIVEN NEWSLETTER / FACILITATIONTypical “campaign level” conversion rate = 2% ? Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  21. 21. © Copyright 2011/12, praxisnow.ie - 21 SLIGHTLY MODIFIED (BUT STILL SIMPLE) ONLINE SALES PROCESS II LEADHELLO CONVERT GROW CAPTURE missing step (What to do with % of other 98%) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  22. 22. © Copyright 2011, praxisnow.ie - 22 CASE STUDY GUIDE TO CUTTING YOUR Concept Original 13 ways solid fuel heating can save ENERGY BILS 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 value propositions onseparate Landing Pages, targeting separate buyer priorities at different stages in the purchase process or by user type
  23. 23. © Copyright 2011, praxisnow.ie - 23CASE STUDY Original What’s theCapture 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 CASE STUDY Ireland’s leading supplier of easy to use bookkeeping 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 a compelling, campaign-support page-level value proposition for lead capture without need for a trial (prospect may not be ready orhave time to trial – yet.
  26. 26. © Copyright 2011, praxisnow.ie - 26CASE STUDY Concept Online Shop Get our exclusive free guide to leveraging the power of your brand
  27. 27. © Copyright 2011/12, praxisnow.ie - 277 MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management) Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  28. 28. MAPPING THEONLINE SALES PROCESS
  29. 29. © Copyright 2011/12, praxisnow.ie - 298 “TARGETED” LEAD GENERATION Value proposition alignment Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  30. 30. © Copyright 2011/12, praxisnow.ie - 30 CONVERSION TIPPING POINT 98% 2% NO SALE SALE VISITOR QUALITYPOOR QUALITY HIGH QUALITY/ IRRELEVANT / DIRECTLY RELEVANT RELEVANT (but not now) A “Quality Visitor” is not just the person who is ready to buy now. Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  31. 31. © Copyright 2011/12, praxisnow.ie - 31 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, October 2011 www.praxisnow.ie
  32. 32. © Copyright 2011/12, praxisnow.ie - 32 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 EXECUTIVE SUPPORTER etc... Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  33. 33. © Copyright 2011/12, praxisnow.ie - 33 WHO ARE THEY? (II) ANY INFLUENCER TYPE + ...[ ] DECISION BUSINESS CASE ANY STAGE IN TCO PURCHASE PROCESS ASSESSMENT AWARENESS DISCOVERY Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  34. 34. © Copyright 2011/12, praxisnow.ie - 34HOW 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, October 2011 www.praxisnow.ie
  35. 35. © Copyright 2011/12, praxisnow.ie - 359 LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  36. 36. © Copyright 2011/12, praxisnow.ie - 36 TRACKING EVENTS IN THE ONLINE SALES PROCESS DOWNLOADS SOCIAL ANALYTICSVIDEO VIEWSACTIONS TAKEN CONTENT VIEWED GOAL FUNNELS Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  37. 37. © Copyright 2011/12, praxisnow.ie - 37Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  38. 38. © Copyright 2011/12, praxisnow.ie - 3810DON’T TRY TO FOOLGOOGLERecent Carnage on the Search Engines Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie
  39. 39. © Copyright 2011/12, praxisnow.ie - 39COMPETITIVE STRATEGIES ININTERNATIONALSEARCH MARKETING JOHN COBURN 20th October 2011 Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

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