naj special shoulder season coop - rto summit · naj advanced ppc offer drive shoulder season...
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NAJ Special Shoulder Season Coop
2Can you afford not to be found on the web?
How to Structure a PPC / SEO Coop Program Focusing on Targeted
International Markets?RTO Summit Conference – Orlando, September 2017
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• Witnessing self-disruption (innovation) – survival.
• Stewarding digital footprints.
• ORM
Thank You for the privilege! Who is this guy? A pack of geeks, 20+ yrs track record, obsessed with numbers
Available 24/7 Talk to me.
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Innovation = Race for Survival = Digital tools (higher ROI)Tend to keep clients for many years…Most effective way to work.
Over 200 happy clients over the last 20 years.
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1. Why International?
2. Why digital?
3. How to Structure an SEO Coop Program Focusing on Targeted (Intl) Markets?
A data driven concept to drive travelers in the shoulder seasonHow to expand your season – digitally?
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Why International?How does your marketing World look today?
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Relationship business, maintained by digital tools: SEO for sales That's where the people are. Localization is critical*
Source: Comscore
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More travelers travel more from the emerging middle class7.5Bn People & Growing
https://priorprobability.com/2017/05/04/world-population-visualization/
US 326,973,443 as of Monday, September 18, 2017,
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Do you want to tap into twice US revenues from the top 4 economies? That’s where the money is.
http://www.corporationsandhealth.org/wp-content/uploads/2015/08/Top-100-Corps-and-Govts-2_Page_2.png
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Why Digital?How does your marketing World look today?
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SE-s: The Answer to “Sensory Overload”; Self-Selected informationCustomer: Your guest – many get “allergic reactions” from ads (noise)
Source: SAS Institute
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Computer, 1957 vs. 2017Technology: Computing capability is virtually limitless (Moore’s law)
iPhone XPerformance difference:
160,000,000X
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“Engine Room Power”: Your virtual salesforce, 24/7Your business - Millions of Lines of Code?
http://www.visualcapitalist.com/millions-lines-of-code/
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Basic principles of a data driven businessConcepts that your competitors are slow to adapt to
Outward Looking
- Reverse Broadcast
- Data Driven
- Agile Marketing
Inward Looking
- Broadcast Model
- Legacy Systems
- Inertia
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1996Market Cap:
$28BEmployees:
140,000
Not Growing = Shrinking? Is Change the Only Constant?The market: The biggest risk is being slow. Fast is the new prudent?
http://www.bbc.com/news/business-16611040
2012Bankrupt
Employees: 17,000
April 2012Market Cap:
$1BEmployees:
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“The average lifespan of a company listed in the S&P 500 index of leading US companies has decreased.”- Richard Foster from Yale University
In the 1920’s = 67 yearsToday = 15 years
Disruption is happening across all industriesDematerialize, demonetize, democratize…
http://www.bbc.com/news/business-16611040
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“In 10 years, it’s predicted that 40% of Fortune 500 companies will no longer exist. You must disrupt to survive.”- John Chambers, CEO, Cisco
Due to Gen Y?According to a study, only 7 percent of Gen Y reports working for a Fortune 500.
Survival: Business Cycles Are AcceleratingThe car manufacturers woke up one day, and saw a self-driving car…
https://grahamchastney.com/2015/01/08/in-10-years-its-predicted-that-40-of-fortune-500-companie/
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Red Ocean strategy (Inward looking)“Me me me, my company, my mission, my brand, my goals, my website”
- Compete in existing market space (commodity)
- Exploit existing demand: short tail
Get stuck amongst millions of competitors- Keywords that are too generic
You are found on Google. That’s just the beginning...Choose the right Strategy. “Snatching flesh from a hungry lion”.
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Blue Ocean strategy (Outward looking)Keyword Analysis - Capture mkt demand
- Create uncontested marketspace
Build the mousetrap -Create and capture new demand: long tail
Get Links (yes…)-The never-ending marathon
You are found on Google. Now what? That’s just the beginning...Choose the right Strategy. “Snatching flesh from a hungry lion”.
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Let Your Competitors Stay Linear…Do we want to focus on digital?
https://image.slidesharecdn.com/transforminghealthcare-thepromiseofinnovation-141210153012-conversion-gate01/95/transforming-healthcare-the-promise-of-innovation-10-638.jpg
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How does International Digital look like?
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Global Internet Usage Based on Time of DayBrain waves of mankind? Neuro-science on a planetary scale
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Search Engines• The Search Engines (Google) are the OS
of the Internet. • Convert people who have never heard
of you.• Your primary source of new discoveries
(leads) should come from SEs.
Primary Channel: Search EnginesMajority of travel sales starts with Search (in most industries)
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Planet Google: Data – the New Oil. Are you mining it?Power Map of the World’s information (like Standard Oil)
Seznam
Jandex
BaiduWeChat
Naver
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How to Structure an SEO Coop Program Focusing on Targeted Markets?
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• Natural, (organic, editorial and commercial-advertising)
• Search accounts for 49% of online purchases. “FREEMIUM”
• Both editorial- and member created content.
SEs: How 70-87% of Clicks are Delivered. ”Google Squeeze”Google dictates the rules. Are you a champion player in organic?
Source: Mediapost/Jupiter Research; ROI Research
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Search Engines: Hundreds of factors / Google Secret SauceDifferent levels of sophistication for different destinations / languages
https://moz.com/search-ranking-factors#overview
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Recommended Solution
Shoulder Season = An opportunity?
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For travelers:
A great time to get deals
Shoulder Season from your customers's viewpointAre your overseas travelers on a different vacation schedule?
http://www.businessinsider.com/what-is-shoulder-season-2017-8
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Prepare in Time
Create Special Shoulder Season Experience(s)
Research & Analyze
• Define Goals• Define Target Audience
• Target new customers
• Define Target Markets
#1 Preparation: Create a Plan It starts with having an outward looking plan…
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Local Businesses• Pair up with local companies
(boosts SEO link building )
• Grab a new type of traveler
• SD: International Collegiate Programming Contest. 133 teams over 70 countries. ACM/Baylor.
Partner Up!Don’t be a lone wolf.
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6+ (we hope) months prior to the event we should have…
• Special Event Plan• Participating Partners• Exclusive offer(s) for guests• Special Pricing plan (2 for 1)
Before we get digitalUnique Special Event or Promotion of an existing one
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Event Promo Packages:
• Combo - PPC + SEO ($11,950)
• Advanced - PPC ONLY ($5,950)
• Starter - PPC ONLY ($2,950)
Where should visitors arrive / convert? landing page
How do we drive traffic? PPC / SEO
#2 NAJ Special Offers Drive Shoulder Season visitors to your landing page
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Combo Event Promo Pack ($11,950)4 Months PPC + 6 Months SEO
NAJ Combo Offer Drive Shoulder Season visitors to your landing page
PPC• Landing Page Creation• Copywriting• Creating and Managing Highly Effective
PPC (Pay-Per-Click) Campaign• Ongoing Optimization• + Advisory, Measuring & Reporting
SEO• KA – Keyword Analysis • SEO phase 2 & 3• Content Marketing• Link Building• Reporting
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Event Promo Starter - PPC ONLY ($2,950)2 Months PPC
• Landing Page Planning & Creation• Copywriting• Creating and Managing Highly Effective PPC
(Pay-Per-Click) Campaign• Ongoing Optimization• + Advisory, Measuring & Monthly Reporting
NAJ Starter Entry Offer Drive Shoulder Season visitors to your landing page
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It all starts with a KA, continued with a Data Driven landing pageWe will create your event’s landing page
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Best practices• Keep it clean, focus on conversion (minimize
distraction)• Add a CTA that can’t be missed • 10 sec to impress visitor
Create content for your Shoulder-Season Offer(s)• Content Provides what the traveler was looking
for Create different translations based on result of analysis.
• Localized Translations
Links to partner sitesFollowing basic SEO principles
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2) Content Marketing
• Post an article about the event on your (and partners') blog(s).
• Add to travel related websites (or guest posts).
• Add to Local and General event sites. (Evenbrite, Eventful etc.)
Strengthen your landing page – and your partners’ sitesLong tail SE - Optimized Landing Page
1) Search Engine Optimization
• Long Tail keyword phrases (1-2) people search for.
• Make sure offer is easy to understand and clearly visible above the fold, along with a CTA (call to action).
3) Link Building
• Promote on all sites / local event websites /aggregator sites.
• Ask Coop Members to link to page (or cross-linking).
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Mobile Optimization• 75% of Internet users will be on
a mobile device in 2017 -- up from 68% last year.
Page Speed Optimization• 2-3 sec load time• Google slaps you for slow loading
performanceCDN (Content Delivery Network)SSL (secure certificate)URL structure, etc.
Are the partner sites as ready as you?Highly SEO Optimized Landing Page
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Optimize for voice search
Action: Tune up their Landing Pages (Advanced)Highly SEO Optimized Landing Page
AMP: Accelerated mobile pages
Structured Data on SERPs
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Cover all channels including:
• Paid Search (PPC)
• Social Media Channels (SM)
• Paid Social Media
• Influencer Marketing
• Video Marketing
#3 Follow up: SEO, SM and PPC come hand by handDrive even more visitors to your landing page year round
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Stay in touch with your guests throughout the year.
Invite Your Guests Back
Ask for testimonials (we have a turn key system readyfor you)
Build a Founders Circle or Fan Club of the inaugural eventFollowing up after the new batch of customers enjoyed the special
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Secondary Channel: Social MediaInteract with your visitors: they validate, you sell
Social MediaActive Users
• Facebook - 1,870 Mn users
• WhatsApp – 1000 Mn users
• WeChat – 846 Mn users
• Instagram – 600 Mn users
• LinkedIn – 500 Mn users
• Twitter – 317 Mn users
• Snapchat – 300 Mn users
http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/ , http://fortune.com/2017/04/24/linkedin-users/
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Thank You for Your AttentionContact Information
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NAJ Advanced PPC OfferDrive Shoulder Season visitors to your landing page
Event Promo Starter - PPC ONLY ($5,950)4 Months PPC
• Landing Page Planning & Creation• Copywriting• Creating and Managing Highly Effective PPC
(Pay-Per-Click) Campaign• Ongoing Optimization• + Advisory, Measuring & Monthly Reporting
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Event Promo Starter - PPC ONLY ($2,950)TWO Months PPC• Landing Page Planning & Creation
• Copywriting• Creating and Managing Highly Effective PPC
(Pay-Per-Click) Campaign• Ongoing Optimization• + Advisory, Measuring & Monthly Reporting
NAJ Introductory OfferDrive Shoulder Season visitors to your landing page