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© Copyright 2012/13 internationalpush.com, slide 1 www.internationalpush.com Contact International PUSH at +353-1-2360076 JOHN COBURN T. +353-1-2360076 W. internationalpush.com An international lead generation perspective INTERNATIONAL SEARCH COMPETITIVE STRATEGIES IN

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

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Enterprise Ireland eMarketing Event Dublin 25 October 2012

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  • 1. www.internationalpush.comCOMPETITIVE STRATEGIES ININTERNATIONALSEARCHAn international lead generationperspectiveJOHN COBURNT. +353-1-2360076W. internationalpush.comContact International PUSH at +353-1-2360076 Copyright 2012/13 internationalpush.com, slide 1

2. www.internationalpush.comT. +353-1-2360076 CAPTURE BASIC CUSTOMER WESITE VISITORS e.g. EARLY IN PROCESS: TOUCH-POINT:food flavourings, enterprise crm solutions MISSSEARCH- offer guide, comparison etc...GROW STAGE IN PROCESS?ROLE IN PROCESS? e.g. LATER IN PROCESS:BUT, supplier of savoury food flavouringsPRE-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 QUERIESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 4 3. www.internationalpush.comT. +353-1-2360076 CAPTURE BASIC CAPTURE MORELEAD IS P2P SALES CONTACT-READYCUSTOMERWESITE VISITORS TOUCH-POINT:1:1 ENGAGEMENT: MISSSEARCHDIGITAL online & offline sales process GROW STAGE IN PROCESS?BUILD REPUTATION ROLE IN PROCESS?FOR VALUE project level engagementQUALIFY IF CURRENT BUT,PROJECT EXISTS MAY DO SOME LEAD SCORING IF YOU PRE-EMPTEDHAVE GOOD ANALYTICS / CRM INFORMATION NEEDFILTER OUT ON GENERAL ORDONT FILTER OUT JUST BECAUSE NO ACADEMIC INTEREST PROJECT EXISTS AT THIS TIME (KEEP FILTER OUT ON NON-SPECIFICON DIGITAL FOLLOW-UP) SEARCH QUERIESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 5 4. www.internationalpush.comT. +353-1-2360076 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 YOURPIPELINE AT ANY STAGE OF THE SALES PROCESSCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 6 5. www.internationalpush.comT. +353-1-2360076CAPTURE BASICCUSTOMERWEBSITE VISITORS TOUCH-POINT: SEARCH GROWBeing there when the customer isready to buy rather when you areready to sellCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 7 6. www.internationalpush.comT. +353-1-2360076digitalINTERNATIONALSEOCONTENT the cast NETWORKfor now, think of it as your the baitCAPTURINGLEADSthe catchCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 9 7. www.internationalpush.com T. +353-1-2360076 matching thematic focus to searchthebehaviours =bait in right market sectorsCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide10 8. www.internationalpush.com T. +353-1-2360076 that can be pointedThat competes forto any or all ofvisible presence onyour target national searchcountries enginesgoogle.ie google.co.uk google.com google.com.au google.co.nz google.ca google.co.in google.segoogle.co.zaCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide13 9. www.internationalpush.comT. +353-1-2360076 Search geo-locationthe Content geo-targeting (neighbourhood, community)castCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 15 10. www.internationalpush.com T. +353-1-2360076 Organic search results biased to geographyunique 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 isCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide16 11. www.internationalpush.com T. +353-1-2360076 sainuk.company.com company.com/uk company.co.ukt:om the lislev el dT onun try-NOGoogle webmasterg co settingstoolsin Mandatory / unchangeablerect + other considerations including d- -Red i m es s a in swo r ro y d addr of scontent?keyto imaLocalisation as e pr ting P en-mLink Topology I(community + neighbourhood) - Hos ingSemantic LinkingupBuy CTR (propensity) - ed asin sbParentaDomain Associations dom omaind- .ieCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide17 12. www.internationalpush.comT. +353-1-23600761 : 40Non-Brand-related WEBSITE TRAFFICedTarge ary dedted-relat ry tedd Prima TargeExtenSecon Brandlong-tailUNIQUE KEY-PHRASESCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 18 13. www.internationalpush.comT. +353-1-2360076 each piece ofeach piece ofcontent has its content has its own own key-phrase country targets targets(may be all)COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 19 14. www.internationalpush.com T. +353-1-2360076 Leveraging acompellingexchange proposition the catchCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide20 15. www.internationalpush.comT. +353-1-2360076(One all or nothing value proposition) RELATIONSHIPHELLOCONVERT MANAGE VISITORINFORMATION-DRIVEN NEWSLETTER / FACILITATION Typical campaign level conversion rate = ?Source: marketingsherpa 10COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide 21 16. www.internationalpush.com T. +353-1-2360076 LEAD CONVERHELLO CAPTURGROW T E Not Subscribe | Add to Newsletter | Enquiry Form (What to do with % of other 98%)COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide22 17. www.internationalpush.com T. +353-1-236007698% 2%Visitor Quality losecaptureconvert COMPELLING EXCHANGE PROPOSITON (a compelling reason / Why should they exchange?COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide23 18. www.internationalpush.com T. +353-1-236007698% 2%Visitor Quality lose convertNOT YET READY TO CONVERT ON YOUR TERMS - BUT WILL CONVERT OVER TIME WHEN NURTUREDCOMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide24 19. www.internationalpush.com T. +353-1-2360076COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH Copyright 2012/13 internationalpush.com, slide25 20. www.internationalpush.com JOHN COBURN T. +353-1-2360076 W. internationalpush.comContact International PUSH at +353-1-2360076 Copyright 2012/13 internationalpush.com, slide 26