Copyright 2012/13 internationalpush.com, slide 1Contact International PUSH at JOHN COBURN T W. internationalpush.com An international lead generation perspective INTERNATIONAL SEARCH COMPETITIVE STRATEGIES IN Copyright 2012/13 internationalpush.com, slide 4COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T CUSTOMER GROWMISS TOUCH-POINT: SEARCH STAGE IN PROCESS? ROLE IN PROCESS? BUT, PRE-EMPTED INFORMATION NEED CAPTURE BASIC FILTER OUT ON NON-SPECIFIC SEARCH QUERIES WESITE VISITORS e.g. EARLY IN PROCESS: food flavourings, enterprise crm solutions - offer guide, comparison etc... e.g. LATER IN PROCESS: supplier of savoury food flavourings - offer sample pack, application notes etc... standard terms in master software services agreement - offer negotiation prep sheet, buyers guide etc... Copyright 2012/13 internationalpush.com, slide 5COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T CUSTOMER GROWMISS 1:1 ENGAGEMENT: DIGITAL CAPTURE MORE BUILD REPUTATION FOR VALUE QUALIFY IF CURRENT PROJECT EXISTS FILTER OUT ON GENERAL OR ACADEMIC INTEREST LEAD IS P2P SALES CONTACT-READY DONT FILTER OUT JUST BECAUSE NO PROJECT EXISTS AT THIS TIME (KEEP ON DIGITAL FOLLOW-UP) online & offline sales process project level engagement MAY DO SOME LEAD SCORING IF YOU HAVE GOOD ANALYTICS / CRM TOUCH-POINT: SEARCH STAGE IN PROCESS? ROLE IN PROCESS? BUT, PRE-EMPTED INFORMATION NEED CAPTURE BASIC FILTER OUT ON NON-SPECIFIC SEARCH QUERIES WESITE VISITORS Copyright 2012/13 internationalpush.com, slide 6COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T 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 YOUR PIPELINE AT ANY STAGE OF THE SALES PROCESS Copyright 2012/13 internationalpush.com, slide 7COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T CUSTOMER GROW TOUCH-POINT: SEARCH CAPTURE BASIC WEBSITE VISITORS Being there when the customer is ready to buy rather when you are ready to sell Copyright 2012/13 internationalpush.com, slide 9COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T CONTENT NETWORK the bait INTERNATIONAL SEO the cast CAPTURING LEADS the catch digital for now, think of it as your Copyright 2012/13 internationalpush.com, slide 10COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T matching thematic focus to search behaviours = in right market sectors the bait Copyright 2012/13 internationalpush.com, slide 13COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T that can be pointed to any or all of your target countries That competes for visible presence on national search engines google.iegoogle.co.ukgoogle.comgoogle.com.augoogle.co.nzgoogle.cagoogle.co.ingoogle.segoogle.co.za Copyright 2012/13 internationalpush.com, slide 15COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T Search geo-location Content geo-targeting (neighbourhood, community) the cast Copyright 2012/13 internationalpush.com, slide 16COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T Organic search results biased to geography unique 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 is Copyright 2012/13 internationalpush.com, slide 17COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T uk.company.comcompany.com/ukcompany.co.uk + other considerations including Localisation of content? Link Topology (community + neighbourhood) Semantic Linking CTR (propensity) Parent Domain Associations Google webmaster tools settingsMandatory / unchangeable NOT on the list of MUST DOs: - Redirecting country-level domains to primary domains - Hosting IP address - Buying up en-masse keyword-based domains -.ie domain NOT on the list of MUST DOs: - Redirecting country-level domains to primary domains - Hosting IP address - Buying up en-masse keyword-based domains -.ie domain Copyright 2012/13 internationalpush.com, slide 18COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T long-tail WEBSITE TRAFFIC UNIQUE KEY-PHRASES Primary Targeted Secondary Targeted Brand-related Non-Brand-related 1 : 40 Extended Copyright 2012/13 internationalpush.com, slide 19COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T each piece of content has its own key-phrase targets each piece of content has its own country targets (may be all) Copyright 2012/13 internationalpush.com, slide 20COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T Leveraging a compelling exchange proposition the catch Copyright 2012/13 internationalpush.com, slide 21COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T HELLO CONVERT INFORMATION-DRIVEN / FACILITATION RELATIONSHIP MANAGE NEWSLETTER VISITOR (One all or nothing value proposition) Typical campaign level conversion rate = ? Source: marketingsherpa 10 Copyright 2012/13 internationalpush.com, slide 22COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T CONVERT GROW LEAD CAPTURE HELLO Not Subscribe | Add to Newsletter | Enquiry Form (What to do with % of other 98%) Copyright 2012/13 internationalpush.com, slide 23COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T loseconvert Visitor Quality 2% 98% capture COMPELLING EXCHANGE PROPOSITON (a compelling reason / Why should they exchange? Copyright 2012/13 internationalpush.com, slide 24COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T loseconvert Visitor Quality 2% 98% NOT YET READY TO CONVERT ON YOUR TERMS - BUT WILL CONVERT OVER TIME WHEN NURTURED Copyright 2012/13 internationalpush.com, slide 25COMPETTIVE STRATEGIES IN INTERNATIONAL SEARCH T Copyright 2012/13 internationalpush.com, slide 26Contact International PUSH at JOHN COBURN T W. internationalpush.com