Competitive Strategies in International Search | John Coburn | International Push |

www.internationalpush.com

COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH
An international lead generation
perspective
JOHN COBURN
T. +353-1-2360076
W. internationalpush.com

Contact International PUSH at +353-1-2360076 © Copyright 2012/13 internationalpush.com, slide 1

www.internationalpush.com T. +353-1-2360076

CAPTURE BASIC CUSTOMER

WESITE VISITORS e.g. EARLY IN PROCESS:
TOUCH-POINT: “food flavourings”, “enterprise crm solutions”
MISS SEARCH - offer “guide”, “comparison” etc... GROW

STAGE IN PROCESS?
ROLE IN PROCESS? e.g. LATER IN PROCESS:
BUT, “supplier of savoury food flavourings”
PRE-EMPTED
INFORMATION NEED - offer “sample pack”, “application notes” etc...
“standard terms in master software services agreement”
- offer “negotiation prep sheet”, “buyers guide” etc...
FILTER OUT ON NON-SPECIFIC
SEARCH QUERIES

COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH © Copyright 2012/13 internationalpush.com, slide
4


CAPTURE BASIC CAPTURE MORE LEAD IS P2P SALES CONTACT-READY CUSTOMER

WESITE VISITORS
TOUCH-POINT: 1:1 ENGAGEMENT:

MISS SEARCH DIGITAL online & offline sales process GROW

STAGE IN PROCESS? BUILD REPUTATION
ROLE IN PROCESS? FOR VALUE
project level engagement
QUALIFY IF CURRENT
BUT, PROJECT EXISTS
MAY DO SOME LEAD SCORING IF YOU
PRE-EMPTED HAVE GOOD ANALYTICS / CRM
INFORMATION NEED FILTER OUT ON
GENERAL OR DON’T FILTER OUT JUST BECAUSE NO
ACADEMIC INTEREST PROJECT EXISTS AT THIS TIME (KEEP
FILTER OUT ON NON-SPECIFIC ON DIGITAL FOLLOW-UP)
SEARCH QUERIES

5


• X% HAVE LIVE PROJECTS NOW
• Y% WILL HAVE A LIVE PROJECT AT A FUTURE TIME
• Z% WILL INFLUENCE OTHER LIVE PROJECTS (NOW OR
FUTURE)
• A% WILL REFER ONWARDS (TO CURRENT OR FUTURE PROJECT)
• B% WILL BE LOST OR WILL MOVE
• C% WILL NEVER HAVE A PROJECT

A DIGITAL LEAD CAN ENTER YOUR
PIPELINE AT ANY STAGE OF THE SALES PROCESS
6


CAPTURE BASIC CUSTOMER

WEBSITE VISITORS
TOUCH-POINT:
SEARCH GROW

Being there when the customer is
ready to buy rather when you are
ready to sell

7


digital

INTERNATIONAL
SEO
CONTENT the cast
NETWORK for now, think of it as your
the bait

CAPTURING
LEADS
the catch
9


matching thematic
focus to search
the behaviours =
bait

in right market sectors

10


that can be pointed That competes for
to any or all of visible presence on
your target national search
countries engines

google.ie google.co.uk google.com google.com.au google.co.nz google.ca google.co.in google.se google.co.za

13


Search geo-location
the
Content geo-targeting
(neighbourhood, community)
cast

15


• Organic search results biased to geography
unique and non-competitive phrases can survive borders
• Duplicate content is [often] very dangerous
• International SEO is way tougher than Irish SEO
• Several ways to “geo-target” websites / content
• Link Topology is important
• Long-tail is where the action is

16


s
ain
uk.company.com company.com/uk company.co.uk
t: om
the li
s
lev el d
T on
un try-
NO
Google webmasterg co settings
tools
in
Mandatory / unchangeable
rect + other considerations including d-
-Red i m es
s
a in s wo
r
r
o
y d addr of scontent?key
to imaLocalisation as e
pr ting P en-m
Link Topology I(community + neighbourhood)
- Hos ingSemantic Linking
up
Buy CTR (propensity)
- ed
as in s
bParentaDomain Associations
dom omain
d
- .ie
17


1 : 40 Non-Brand-related
WEBSITE TRAFFIC

ed

Targe ary

ded
ted
-relat

ry

ted
d
Prima
Targe

Exten
Secon
Brand

long-tail

UNIQUE KEY-PHRASES

18


each piece of each piece of
content has its content has its own
own key-phrase country targets
targets (may be all)

19


Leveraging a
“compelling
exchange
proposition”
the
catch
20


(One “all or nothing” value proposition)

RELATIONSHIP
HELLO CONVERT MANAGE

VISITOR INFORMATION-DRIVEN NEWSLETTER
/ FACILITATION
Typical “campaign level” conversion rate = ?
Source: marketingsherpa ‘10

21


LEAD
CONVER
HELLO CAPTUR GROW
T
E

Not “Subscribe” | “Add to Newsletter” | “Enquiry
Form”
(What to do with % of other 98%)

22


98% 2%

Visitor Quality

lose capture convert

COMPELLING EXCHANGE PROPOSITON
(a compelling reason / Why should they exchange?

23


98% 2%

Visitor Quality

lose convert

NOT YET READY TO CONVERT ON YOUR TERMS
- BUT WILL CONVERT OVER TIME WHEN NURTURED

24


25

Competitive Strategies in International Search | John Coburn | International Push |

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