InboundID (PT AMARTA ZWARA GUNA)
full services inbound marketing consultant founded in 2009, 40+ talents, 30+ running campaigns across verticals in south east asia
2
about
http://www.inboundid.com
clients
3
more clients
technology & partnerkenshoo is the global leader in predictive marketing software. get to know more here http://www.kenshoo.com
moz is a top notch seo and inbound marketing platform. get to know more here http://www.moz.com
the most powerful tools to build high conversion landing pages get to know more here http://www.unbounce.com
visual website optimizer is the most comprehensive conversion rate optimization tools. get to know more here http://www.vwo.com
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 awards for Google partner agency around the globe.
behaviour & opportunities
THE MARKET
“Of the South East Asian countries, Indonesia was the only to top a global ranking by B2C E-‐commerce growth, ranking second after China.”
the market!indonesia’s unique market
71M+!internet user in indonesia
#1!google is number 1 visited site in indonesia (alexa)
69M+!active facebook users
Multi-Screen Worldindonesian unique market required multi screen optimization for maximum result. your website needs to be on the top of the competition on desktop, mobile and tablet to be the winner.
the future strategy
INBOUND MARKETING
Inbound MarketingWe believe in God and
STRANGERS VISITORS LEADS CONSUMERS PROMOTERS
MEASUREMENT
ATTRACT CONVERT CLOSE DELIGHT
12
STRANGERS VISITORS
ATTRACT
from to
objectiveimprove brand reach and awareness
metrics!• search ranking, queries & impression • social & content reach
!generate high quality traffics
metrics!• website engagement (time on site, page per
visit, and content consumption) • social engagement (like, comment, and
share)
VISITORS LEADSfrom to
CONVERT CLOSE
CONSUMER&
objectiveconvert more visitors to consumers, members or other valuable goals
metrics!• conversion rates • revenue
DELIGHT
CONSUMER PROMOTERSfrom to
objectiveextend the lifetime value of each consumers and making sure that each and every consumers receive the value they are looking for.
metrics!• returning visitors • repeat sales • content virality
ATTRACT CONVERT CLOSE DELIGHT
the channels
• search marketing
• organic search
• paid search !
• social media marketing !
• display advertising
• user behaviour analysis !
• conversion rate optimization
• display retargeting
• display retargeting
• email marketing
search marketing
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
organic search
the process
keyword research competitive research market research
technical optimization (crawl-ability, navigation) content creation & optimization
preparation on-page
contextual content creation, distribution & amplification social authority+
off-page
analytics
20
research
search competitiveness of your business vs yours competitors, including rankings, search queries, search impressions, etc
in-‐depth compe--ve research
how your website communicates with the search engine
technical research
including user behaviour analysis and content analysis.
audience research
21
keywords
keyword research
• Brand, Head & Tail • Valuable keywords only, keywords that doesn’t
deliver value will be replaced • Based on agreed-on metrics
22
contents
identify and understand persona
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
23
social authority+
-! The social authority optimization started by creating personas that represents the target market.!
-! The personas will then be translated in to live accounts (newly created or suitable existing account).!
-! Each personas will create and post tailor made article on their blog.!
-! The post will be amplified through social media account including but not limited to Twitter, Facebook, Instagram, Pinterest, Slideshare, YouTube & Tumblr.!
24
main goals : !• improve keywords ranking on search engine • drive sales conversions
success metrics
iden-fied goals
user indicators :!• organic traffics (branded / non branded) • page per visit • time on site
key performances indicators :!• ranking on relevant keywords • search queries & impressions growth • website engagement & content consumption
target kpi's
10% Minimum search queries growth MoM
10% Minimum search queries impression growth MoM
15% Minimum organic traffics growth MoM
26
100% Target keywords on the 1st page of SERP
reportingmonthly reporting includes
• executive summary • campaign activities • performances • market & competitive
insights • target vs achievement • next campaign plan
insightful reporting dashboard
http://search.inbound.id
27
paid search
campaign strategy by devices
mobileshort head keywordsactionable keywordslocalize keywords
desktopbrand keywordstail spesific keywordslocalize keywords
audience targeting
keywords location language devices
success metrics
main goals : !• drive high quality traffics and sales conversion
iden-fied goals
user indicators :!• page per visit • time on site
key performances indicators :!• search market share • click through rates • conversion rates • cost per click / conversion
target kpi's
10% Minimum conversion rates growth MoM
32
5% Minimum cost efficiency on MoM
conversion rate optimization process must be included
reportingmonthly reporting includes
• executive summary • campaign activities • performances • market & competitive
insights • target vs achievement • next campaign plan • transparent real cost
sharing
unified dashboard
http://www.kenshoo.com
33
social media marketing
facebook for business
highly targeted audienceSample Audience Targeting!Location - Living In: • Indonesia Age: • 18 - 40 Gender • Male & Female Behaviors: • Online spenders • Smartphones and tablets, New
smartphone and tablet owners, Smartphone Owners, Tablet Owners
Placements: • on News Feed and right column on
desktop computers, Mobile Feed and Third-party Apps
ad strategy
brand reach & awareness
Page Post Engagement
Page Like
drive traffics & conversions
Click to Website Offer Claim
loyalty & retentions
success metrics
main goals : !• brand awareness & engagement • drive high quality traffics and sales conversion
iden-fied goals
user indicators :!• like / comments / share • page per visit • time on site
key performances indicators :!• click through rates • conversion rates • cost per click / conversion
target kpi's
10% Minimum conversion rates growth MoM
38
5% Minimum cost efficiency on MoM
20% Minimum brand reach growth MoM
conversion rate optimization process must be included
reportingmonthly reporting includes
• executive summary • campaign activities • performances • target vs achievement • next campaign plan • transparent real cost
sharing
unified dashboard
http://www.kenshoo.com
39
display advertising
performances based display campaign
networkgoogle display network &partner sites
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
persistent ad testing based on the users responses.
how retargeting works
Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online.
key advantages
show the right ads to the right people at the right place and time by learning the user behaviour and interest
success metrics
main goals : !• brand awareness & engagement • drive high quality traffics and sales conversion
iden-fied goals
user indicators :!• visits • time on site • page per views
key performances indicators :!• competitive impressions share • click through rates • conversion rates • cost per click / conversion
target kpi's
45
5% Minimum cost efficiency MoM
10% Minimum impression share
15% Minimum brand reach growth MoM
reportingmonthly reporting includes
• executive summary • campaign activities • performances • target vs achievement • next campaign plan • transparent real cost
sharing
unified dashboard
http://www.kenshoo.com
46
conversion rate optimization
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 • 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
target kpi's
50
9-12% Growth on conversion rate optimization
case studies
the challenges -‐ brand posi,oning through keyword posi,ons in SERP. Targeted keywords includes “hotel Bandung”, “hotel Jakarta”, “,ket 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 effec,ve content marke,ng campaigns
-‐ we analyze the user behaviour and implement the content op,misa,on based on the results
the results Improved average keywords ranking from 28.95 to 2.45
Keywords Rank Ranked URL Ini,al Rank
hotel jakarta 3 hUp://www.pegipegi.com/hotel/jakarta/ 54
,ket pesawat 5 hUp://www.pegipegi.com/,ket-‐pesawat/ 16
hotel di bali 2 hUp://www.pegipegi.com/hotel/bali/ 27
hotel bandung 3 hUp://www.pegipegi.com/hotel/bandung/ 10
hotel yogyakarta 3 hUp://www.pegipegi.com/hotel/jogja/ 33
air asia 6 hUp://www.pegipegi.com/,ket-‐pesawat/air-‐asia/ 101
,ket pesawat murah 2 hUp://www.pegipegi.com/,ket-‐pesawat/ 13
ci,link 2 hUp://www.pegipegi.com/,ket-‐pesawat/ci,link/ 18
lion air 2 hUp://www.pegipegi.com/,ket-‐pesawat/lion-‐air/ 101
garuda indonesia 5 hUp://www.pegipegi.com/,ket-‐pesawat/garuda-‐indonesia/ 44
hotel bali 2 hUp://www.pegipegi.com/hotel/bali/ 59
airasia 2 hUp://www.pegipegi.com/,ket-‐pesawat/air-‐asia/ 101
Improved organic traffics revenue by up to 78.9%
the results
thank youlet’s discuss over coffee, shall we?
ridho putradi s’gara founder & ceo
[email protected] +62-‐811-‐830-‐1984
diah widiardini account manager [email protected] +62-‐812-‐9167-‐6585