Competitive strategies in international search marketing john coburn praxis now

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

INTERNATIONAL

SEARCH MARKETING JOHN COBURN

20th October 2011

COMPETITIVE STRATEGIES IN

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

INTERNATIONAL

SEARCH MARKETING

10 COMPETITIVE STRATEGIES IN

(Otherwise known as )

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

SEO STRATEGY (because you need one) If you are far from the enemy, make him

believe you are near

Sun Tzu

1

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

SEO STRATEGY W

EB

SIT

E T

RA

FFIC

UNIQUE KEY-PHRASES

Source: Covario / NetConcepts

Non-Brand-related 1 : 40

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

GEO-LOCATION (to compete on foreign national search engines)

2

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

INTERNATIONAL SEO

& GEO-LOCATION

Domain Extension

Domain Registration Address

Hosting IP Address

Google Webmaster Setting (generic TLD)

Things that can impact Google’s understanding of your target geography

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Neighbourhood

Inbound Link Topology

GEOLOCATION

BEST .co.uk or generic: registered and hosted in UK

GEO-LOCATION: SCENARIO 1

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

Neighbourhood

Inbound Link Topology GEOLOCATION

NOTE: Not workable with a .ie domain

EQUIVALENT .co.uk or generic: registered Ireland and geo-located to UK

GEO-LOCATION: SCENARIO 2

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

Neighbourhood

Inbound Link Topology

GEOLOCATION

STILL AT HOME Dangers of replication!

GEO-LOCATION: SCENARIO 3

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

Neighbourhood

Inbound Link Topology GEOLOCATION

What many Irish Companies are doing: DEFAULT

NOTE: Can still compete for unique brands, geo-locator based terms and unique search phrases

GEO-LOCATION: SCENARIO 4

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

Domain Extension

Domain Registration Address

Hosting IP Address

Inbound Link Topology

Neighbourhood

Google Webmaster Setting (generic TLD)

Things that can impact Google’s understanding of your target geography

INTERNATIONAL SEO

& GEO-LOCATION

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

SEPARATE WEBSITE PER TARGET GOEGRAPHY (or geo-located sub-domain)

3 . . .AND LOGICALLY THEREFORE. . .

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

THE NEW PPC LONG-TAIL (AdWords “Quality Score”)

4

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

THE “OLD” PPC LONGTAIL BEHIND THE TIMES?

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

“RELEVANCE”: A MORE USEFUL MODEL

RELEVANCE HIGH LOW

€ Low Quality Score Poor Alignment / High Competition

Medium Quality Score Low CTR / (often) Low Competition

High Quality Score High CTR / Good Alignment

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

GOOGLE’S KEYWORD QUALITY SCORE DETERMINES HOW MUCH YOU PAY PER CLICK + WHERE YOU ARE RANKED

QUALITY SCORE SCALE

1 - 10

CTR GOOGLE’S KEYWORD

QUALITY SCORE

Source: Google

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

ORIGINAL & HIGH QUALITY CONTENT (written as you wish it to be read, then revisited for optimisation)

5

2011 & 2012: Carnage in Google’s Index

Duplicate Content Mininets

Cloaking (hidden content)

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

COMPELLING [CAPTURE] VALUE PROPOSITION (on every page of your website)

6

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

MOST PREVALENT, BASIC

ONLINE SALES PROCESS I

HELLO CONVERT

INFORMATION-DRIVEN / FACILITATION

RELATIONSHIP MANAGE

NEWSLETTER VISITOR

(One “all or nothing” value proposition)

Typical “campaign level” conversion rate = ? 2%

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

CONVERT GROW LEAD

CAPTURE HELLO

missing step (What to do with % of other 98%)

SLIGHTLY MODIFIED (BUT STILL SIMPLE)

ONLINE SALES PROCESS II

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13 ways solid fuel

heating can save

money on your

energy costs

GUIDE TO CUTTING YOUR

ENERGY BILS BY 25%

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

CASE STUDY

Original

CASE STUDY

Concept

• READ ON SCAN • RELEVANT RIGHT NOW

• EASY TO REQUEST • INSTANT GRATIFICATION

• TO THE POINT • HIGHLY VISIBLE

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3 What’s the

Capture Value Proposition?

CASE STUDY

Original

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CASE STUDY

Concept 1

Keeping it Simple

Keep it simple – get more detailed information later in the process

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CASE STUDY

Concept 2

Keep Free Trial as is

Ireland’s leading supplier of easy to use bookkeeping software for small and medium businesses

21 things you need to know about

the new tax changes for 2012

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.

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Get our exclusive free guide to leveraging the power of your brand

CASE STUDY

Concept

Online Shop

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

MAP YOUR ONLINE SALES PROCESS (point of 1st contact to point of conversion. Lifecycle management)

7

MAPPING THE

ONLINE SALES PROCESS

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

“TARGETED” LEAD GENERATION Value proposition alignment

8

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

CONVERSION TIPPING POINT

NO SALE SALE

VISITOR QUALITY

POOR QUALITY / IRRELEVANT

HIGH QUALITY / DIRECTLY RELEVANT RELEVANT

(but not now)

98% 2%

A “Quality Visitor” is not just the person who is ready to buy now.

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

OPENING THE DOOR

LEAVE CONVERT 98% 2%

Determined by traffic quality

EXCHANGE ANONYMOUS IDENTIFIED

On the basis of a

COMPELLING

Value Proposition

38%

60%

Let’s say

30% May never convert

30% Convert over time

=X15 conversion improvement

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

WHO ARE THEY? (I)

PRODUCTION

ENGINEERING

IT

EXECUTIVE

FINANCE

END USER B2B

ANY INFLUENCER TYPE

% SALES PROSPECTS IN RESEARCH MODE (NOT YET READY / WILLING / ABLE TO BUY)

DAUGHTER FATHER

SISTER

BROTHER

SON

MOTHER

HUSBAND WIFE

PLAYER SUPPORTER etc...

B2C [ ]

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

WHO ARE THEY? (II) ANY INFLUENCER TYPE + ...

ANY STAGE IN PURCHASE PROCESS

DECISION

ASSESSMENT

BUSINESS CASE

AWARENESS

TCO

DISCOVERY

[ ]

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Enterprise Ireland eMarketing Workshop, October 2011 www.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

[ ]

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

LEVERAGE THE NEW GOOGLE ANALYTICS Event tracking

9

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

VIDEO VIEWS

SOCIAL ANALYTICS

TRACKING EVENTS IN THE

ONLINE SALES PROCESS

CONTENT VIEWED ACTIONS TAKEN

DOWNLOADS

GOAL FUNNELS

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

DON’T TRY TO FOOL GOOGLE Recent Carnage on the Search Engines

10

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Enterprise Ireland eMarketing Workshop, October 2011 www.praxisnow.ie

INTERNATIONAL

SEARCH MARKETING JOHN COBURN

20th October 2011

COMPETITIVE STRATEGIES IN