Competitive Strategies in International Search Placement

1,010 views

Published on

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

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,010
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

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

×