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