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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