- 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