3. (PT AMARTA ZWARA GUNA)
about
InboundID
full services inbound marketing consultant founded in 2009, 40+ talents, 30+
running campaigns across verticals is south east asia
http://www.inboundid.com
desk@inbound.id
4. InboundID is a certified Google Partner. In June 2014, Google
announced InboundID as the #1 winner of Google Partner All Stars
Challenge in Indonesia. A prestige award for Google partner
agency around the globe.
7. Market Opportunity
indonesia’s digital market
70M+
active facebook
users. jakarta is also
the most active city
in twitter
88M+
indonesia active
internet users in
2016
9%+
average internet
user growth YoY
Source: wearesocialsg 2016
8. 30% of indonesia’s smart shopper do research
online before their purchase.
30%
The Consumer Barometer Survey 2014 - Google - Indonesia
11. Inbound Marketing
We believe in God and
STRANGERS VISITORS LEADS CONSUMERS PROMOTERS
DIGITAL MEASUREMENT
ATTRACT CONVERT CLOSE DELIGHT
measurable metrics
•
•
•
keyword rankings
social / content reach
website / social
engagement
measurable metrics
•
•
conversion rates
leads quality
measurable metrics
•
•
•
conversion rates
sales revenue
returns on ad spend
measurable metrics
•
•
•
•
content virality
social mentions
repeat sales
returning visitor
12. customer journey with inbound marketing
illustration
your target market
read your content,
engaged with your
ads on search,
social & display
landed on your
landing pages,
improved their
experience, buy
your product
received your
newsletter, engaged
with your retargeting
ads on search &
display, buy more
product and share
your product to their
network
-
-
-
-
streamlined campaign and message across all channel
optimised experience across all digital assets
measurable results
focus on maximum return on investment
13. Multi-Screen World
We optimize your website on multiscreen world Ensuring that you have persistent reach
everywhere your audiences search of you.
17. the process
keyword research
competitive
research
market research
audience research
technical optimization
(crawl-ability,
navigation)
content creation &
optimisation
behaviour and
conversion
preparation
on-
page
contextual content
creation, distribution
& amplification
social authority+
off-
page
analytics
18. research
keyword research
understand how your audiences searches for your business and your products on the search engines.
in-depth competitive research
search competitiveness of your business vs yours competitors, including rankings, search queries, search
impressions, etc
technical research
how your website communicates with the search engine
audience research
including user behaviour analysis, conversion rate optimisation and content analysis.
19. contents
identify and understand
persona for CLIENTS target
markets.
key-understanding
•
•
interest
reach-able channels
create content that
contextually relevant and
engaging.
content distribution and
amplification (backlinks)
amplification
•
•
•
social media
content network
news & press release
network
premium tailor made
contents per month for
both on-page & off-page
use
20. sample contents & distribution
http://www.ahyari.net/fasilitas-paket-tour-di-flocations/
http://www.honeylizious.com/2014/10/paket-liburan-flocations-khusus-ke.html
23. how search marketing works with inbound marketing
STRANGERS VISITORS LEADS CONSUMERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
general high demand
keywords, increase reach,
generate more traffics
target people that might
already knew the product,
brand or type.
focus on keywords with
action word or specifics
characteristic
detailed keywords related to
enhancement of the products
or supports.
volume conversion
paket wisata paket wisata
thailand
booking paket
wisata ke thailand
panduan wisata
ke thailand
24. the process
keyword research
market research
audience research
creative
development
campaign set-up
expansion
ad a/b testing
bidding optimization
preparation optimization
performance insight
competitive insight
campaign plan
reporting
25. audience research and targeting
keywords location
language devices
persona based audience research
* actual cpc might be different depends
on the competition and market
responses
50. user behaviour
analysis
conversion funnel
analysis
user behaviour
analysis
a/b testing &
multivariate testing
understand how users
interact with the website
interface.
output:
behaviour report
•
•
•
•
•
heatmap
clickmap
behaviour flow
goal conversion
flow
initial hypotesis
understand the user
journey to conversions.
output:
testing hypotesis
test the hypothesis by
testing pages on
conversion funnel
output:
optimized pages for
conversion funnel
the process
51. understand what attracts
your visitors’ attention
•
•
•
analyze visitors’ click behavior
tells you whether visitors are
clicking where you intend
them to click
highlights distracting elements
of a page
user behaviour analysis
52. understand how the conversions are happened and each steps
or channels interact with converted consumers
conversion funnel analysis
53. a/b testing
finding the best layout
with maximum conversion
rates ratio and best user
experiences.
54. testing element by
element on landing
page. especially the
call- to-action
conversion button.
multivariate testing
55. InboundID run the conversion rate optimization on all
available platform both on mobile and desktop.
multiplatform testing
58. improving customer lifetime value with
retargeting
audience
segmentation
creative
development
based on
audience
segmentation
ad testing and
optimisation
segmentation based on
interest / last visited
page / last purchased
items
creative ads are
tailored to each and
every segmentation.
e.g. user who was
visited “handbags”
page will be served ads
related handbags or
similar products
persistent ad testing
based on the users
responses.
62. the process
lead generation
through landing pages
audience segmentation
design & content
development based on
audience segmentation
email delivery
email a/b testing
audience design & delivery
performance insight
report
70. What is ASO
App Store Optimization is the first step to succeed in mobile app marketing
It is the process of improving the visibility of a mobile app (iPhone & Android) in the
app store (iTunes & Google Play)
And, increase brand visibility on the app store.
71. ASO Factors
ASO On-Metadata:
App Name
Icon
Description
Screenshots
ASO Off-Metadata Factors:
Installs
Ratings and reviews
Social
Links
73. Challenges
Baidu is entering new market (Indonesia)
Tons of browsers are already on the market
Key Objectives
Increase app ranking for targeted keywords
Generate organic downloads
Outbid competition (Top 10)
Results
83% keywords on the top 10
Average 67% increase on organic downloads
MoM
77. INFLUENCERS
ARE POPULAR AND
INFLUENTIAL
FIGURES IN SOCIAL MEDIA
WITH A SIGNIFICANT REACH & A CAPTIVE
AUDIENCE
OTHER TERMS FOR INFLUENCERS
BUZZERS, INSTAGRAMERS, YOUTUBERS, BLOGGERS,
ENDORSERS, INTERNET CELEBRITIES,
KEY OPINION LEADERS (KOL), PUBLISHERS, ETC.
87. environment
•
•
•
•
universal tracking, google tag
manager
user segmentation
campaign tagging
event tracking
conversion
•
•
•
goal set up
ecommerce set up
attribution / multi channel attribution
dashboard
•
•
•
•
•
•
monthly view
seo dashboard
social dashboard
content dashboard
campaign dashboard
behaviour dashboard
data insight action
90. the challenges
- brand positioning through keyword positions in SERP. Targeted keywords includes “hotel Bandung”,
“hotel Jakarta”, “tiket pesawat”, etc.
- generate high quality traffics through organic search and improve conversion rates for organic traffics.
our solutions
- change the keywords focus to keywords with business value for branding & conversion to sales
- improve the online authority by running effective content marketing campaigns
- we analyze the user behaviour and implement the content optimisation based on the results
91. the results
Improved average keywords ranking from 28.95 to
2.45
Keywords Rank Ranked URL Initial Rank
hotel jakarta 3 http://www.pegipegi.com/hotel/jakarta/ 54
tiket pesawat 5 http://www.pegipegi.com/tiket-pesawat/ 16
hotel di bali 2 http://www.pegipegi.com/hotel/bali/ 27
hotel bandung 3 http://www.pegipegi.com/hotel/bandung/ 10
hotel yogyakarta 3 http://www.pegipegi.com/hotel/jogja/ 33
air asia 6 http://www.pegipegi.com/tiket-pesawat/air-asia/ 101
tiket pesawat murah 2 http://www.pegipegi.com/tiket-pesawat/ 13
citilink 2 http://www.pegipegi.com/tiket-pesawat/citilink/ 18
lion air 2 http://www.pegipegi.com/tiket-pesawat/lion-air/ 101
garuda indonesia 5 http://www.pegipegi.com/tiket-pesawat/garuda-indonesia/ 44
hotel bali 2 http://www.pegipegi.com/hotel/bali/ 59
airasia 2 http://www.pegipegi.com/tiket-pesawat/air-asia/ 101
