Find out 4 tips to allow you to use Search to launch a new product or service, or a new market, even when no-one knows you or your offering exists. Launching a brand into a new market is one thing but what if the market doesn’t even know that what you’re selling is a thing? ATL is the normal way to launch a new product or service into a new international market. However search can also play a vital supporting role, not least for a complex new concept that’s alien to the market. From using keyword research to understand if there would be demand and what are the important cultural nuances through to how to drive awareness by targeting consumers at different points in the funnel and using content to inform them. This talk will focus on Organic Search, but also cover the role of Paid Search.

1. Robot-Suitcases &
Smart Goggles
Using search to ensure success
launching ‘new concept’ products &
services in new markets
slideshare.net/OBAN-IDForum
AOL Keyword: ‘oban international’
@davetheseo
Dave Cousin | Oban International

2. Long title, but what’s it about?
@ObanIntl

3. It’s about Robot Suitcases
@ObanIntl

4. @ObanIntl
It’s about Robot Suitcases
‘COWAROBOT R1: The First Robotic Suitcase’ - YouTube

5. And about Smart Goggles
@ObanIntl

6. @ObanIntl
And about Smart Goggles
Smart Swim Goggles and Smart App by FORM

7. @ObanIntl
But could equally be about
your new, cheaper, stronger
industrial adhesive

8. @ObanIntl
But could equally be about
your new, cheaper, stronger
industrial adhesive

9. Are you launching in new markets? (Or your 1st?)
Maybe new regions?
@ObanIntl
Great…
and how is that useful to me?

10. Maybe targeting new groups of people?
e.g direct to end users
Maybe you launched and are struggling
to get traction?
@ObanIntl
Great…
and how is that useful to me?

11. Maybe your ATL activity is just
too expensive?
Or not targeted enough?
@ObanIntl
Great…
and how is that useful to me?

12. 12
Why Search
may not be part
of your launch
strategy, yet

13. @ObanIntl
Brand search
Searches for a specific product type
Top of funnel for brand awareness
Where do Marketing Directors
see Search fitting?

14. @ObanIntl
Brand search –
They don’t know who you are
Searches for a specific product type –
They don’t know your product or service is a thing
Top of funnel for brand awareness –
Isn’t that like saying buy a widget from Acme?
Why doesn’t this work for
completely new markets?
ACME
WHO?

15. @ObanIntl
Traditionally, a new market
means Ads & Mass Media
ATL to push your message
Broadcast targeting is wasteful for niche audiences
Can’t be rolled out to multiple markets quickly, or cheaply
Often long lead times
Often little flexibility to amend live campaigns
, BUT there are limitations

16. @ObanIntl
✓ Search can directly support ATL & Mass Media
✓ Can stand on its own
✓ OR can even reach a mass audience too
BUT

17. @ObanIntl
Techniques that work in any market using:
• Organic Search
• Organic Featured Snippets
• Paid Search
• YouTube Search
Ok, so here’s what you’re
going to learn

18. 19
Align ATL &
Search Terms
Support Mass Media Ads by
optimising for terms you can own
?
!

19. Choose your keywords
and own them
@ObanIntl
Remember AOL Keywords?

20. Choose your keywords
and own them
@ObanIntl
What you can own the SERPs for?
Optimise your ads for keywords
Drop in how you want them to search
Or just tell them

21. 22
Solve users’
problems*
*Or satiate their desires

22. @ObanIntl
So people don’t know there’s a solution?
That doesn’t mean they aren’t
checking for one
Or checking if others have the issue
Or just having a good moan
What problem does your
product or service fulfil?

23. @ObanIntl
How do people search for it?
What are others optimising for?
Are people unsatisfied with the
alternative?
Is there an alternative solution?

24. @ObanIntl
Are people ready to spend?
Are there different options
to mention?
What is currently ranking?
Ensure you match the intent

25. 26
Create great
mass appeal
content
and advertise on your own site

26. @ObanIntl
What if you could advertise
for free alongside similar
content?
What if the best performing
placements in your key
markets were available in
every market?
Who pays for display ads?

27. 28
Passage & Video
Optimisation:
Get featured snippets, FAQs,
YouTube and more

28. @ObanIntl
Can you build brand awareness
within SERPs?
Teach something new?
Put ideas in people’s heads?
Boost your Paid CTR (& QS)
once people are ready to buy?
Zero click is real

29. @ObanIntl
Featured Snippets?
FAQs?
Video or Images?
Jump To?
Choosing your target features

30. @ObanIntl
A real world example
Oban is the digital marketing
agency specialising in
international growth
Our unique LIME (Local In-Market Expert) network:
450+
talented international experts
80+
markets

31. @ObanIntl
1. New Markets are tough &
expensive to crack
2. Especially if people don’t know
what your offering exists
3. People don’t have to search for
your products or services
4. Search can complement or even
replace ATL
1. Align ATL and search to
ensure you own terms
2. Find out how users are trying
to solve problems and fix them
3. Create great Mass Appeal
content to advertise alongside
4. Optimise for SERPs features &
YouTube
In summary:

32. Robot-Suitcases &
Smart Goggles
Using search to ensure success
launching ‘new concept’ products &
services in new markets
slideshare.net/OBAN-IDForum
AOL Keyword: ‘oban international’
@davetheseo
Dave Cousin | Oban International