eMarketing Event - Bla

1. © Copyright 2011/12, praxisnow.ie - 1
COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH MARKETING
JOHN COBURN
20th October 2011
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

2. © Copyright 2011/12, praxisnow.ie - 2
(Otherwise known as )
10 COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH MARKETING
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

3. © Copyright 2011/12, praxisnow.ie - 3
1 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. © Copyright 2011/12, praxisnow.ie - 4
SEO STRATEGY
WEBSITE TRAFFIC 1 : 40 Non-Brand-related
UNIQUE KEY-PHRASES
Source: Covario / NetConcepts
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

5. © Copyright 2011/12, praxisnow.ie - 5
2 GEO-LOCATION
(to compete on foreign
national search engines)
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

6. © Copyright 2011/12, praxisnow.ie - 6
INTERNATIONAL SEO
& GEO-LOCATION
Things that can impact Google’s
understanding 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. © Copyright 2011/12, praxisnow.ie - 7
GEO-LOCATION: SCENARIO 1
BEST .co.uk or generic:
registered and hosted
in UK
GEOLOCATION Neighbourhood
Inbound Link Topology
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

8. © Copyright 2011/12, praxisnow.ie - 8
GEO-LOCATION: SCENARIO 2
.co.uk or generic:
registered Ireland and
EQUIVALENT geo-located to UK
Neighbourhood
GEOLOCATION
Inbound Link Topology
NOTE: Not workable
with a .ie domain
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

9. © Copyright 2011/12, praxisnow.ie - 9
GEO-LOCATION: SCENARIO 3
STILL AT HOME Dangers of replication!
GEOLOCATION Neighbourhood
Inbound Link Topology
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

10. © Copyright 2011/12, praxisnow.ie - 10
GEO-LOCATION: SCENARIO 4
What many Irish
DEFAULT Companies are doing:
Neighbourhood
GEOLOCATION 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. © Copyright 2011/12, praxisnow.ie - 11
INTERNATIONAL SEO
& GEO-LOCATION
Things that can impact Google’s
understanding 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. © 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. © Copyright 2011/12, praxisnow.ie - 13
4 THE NEW PPC
LONG-TAIL
(AdWords “Quality Score”)
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

14. © Copyright 2011/12, praxisnow.ie - 14
THE “OLD” PPC LONGTAIL
BEHIND THE TIMES?
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

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. © 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 - 10
Source: Google
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

17. © Copyright 2011/12, praxisnow.ie - 17
5 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. 2011 & 2012:
Carnage in Google’s Index
Duplicate Content
Mininets
Cloaking (hidden content)

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6 COMPELLING [CAPTURE]
VALUE PROPOSITION
(on every page of your website)
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

20. © Copyright 2011/12, praxisnow.ie - 20
MOST PREVALENT, BASIC
ONLINE SALES PROCESS I
(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, October 2011 www.praxisnow.ie

21. © Copyright 2011/12, praxisnow.ie - 21
SLIGHTLY MODIFIED (BUT STILL SIMPLE)
ONLINE SALES PROCESS II
LEAD
HELLO CONVERT GROW
CAPTURE
missing step
(What to do with % of other 98%)
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

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 on
separate Landing Pages, targeting
separate buyer priorities at
different stages in the purchase
process or by user type

23. © Copyright 2011, praxisnow.ie - 23
CASE STUDY
Original
What’s the
Capture Value
Proposition?

24. © Copyright 2011, praxisnow.ie - 24
CASE STUDY
Concept 1
Keeping it Simple
Keep it simple – get more detailed
information later in the process

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 or
have time to trial – yet.

26. © Copyright 2011, praxisnow.ie - 26
CASE STUDY
Concept
Online Shop
Get our exclusive free guide to leveraging the power of your brand

27. © Copyright 2011/12, praxisnow.ie - 27
7 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. MAPPING THE
ONLINE SALES PROCESS

29. © Copyright 2011/12, praxisnow.ie - 29
8 “TARGETED” LEAD
GENERATION
Value proposition alignment
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

30. © Copyright 2011/12, praxisnow.ie - 30
CONVERSION TIPPING POINT
98% 2%
NO SALE SALE
VISITOR QUALITY
POOR 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. © 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 time
May 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. © Copyright 2011/12, praxisnow.ie - 32
WHO ARE THEY? (I)
[ ] B2C
MOTHER
B2B
FATHER
END USER DAUGHTER
ENGINEERING SISTER
ANY INFLUENCER TYPE
SON
PRODUCTION % 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. © 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. © Copyright 2011/12, praxisnow.ie - 34
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, October 2011 www.praxisnow.ie

35. © Copyright 2011/12, praxisnow.ie - 35
9 LEVERAGE THE NEW
GOOGLE ANALYTICS
Event tracking
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

36. © Copyright 2011/12, praxisnow.ie - 36
TRACKING EVENTS IN THE
ONLINE SALES PROCESS
DOWNLOADS
SOCIAL ANALYTICS
VIDEO VIEWS
ACTIONS TAKEN CONTENT VIEWED GOAL FUNNELS
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

37. © Copyright 2011/12, praxisnow.ie - 37
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

38. © Copyright 2011/12, praxisnow.ie - 38
10
DON’T TRY TO FOOL
GOOGLE
Recent Carnage on the Search Engines
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

39. © Copyright 2011/12, praxisnow.ie - 39
COMPETITIVE STRATEGIES IN
INTERNATIONAL
SEARCH MARKETING
JOHN COBURN
20th October 2011
Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie