inboundid - credential 2016
TRANSCRIPT
inbound marketing by inboundidindonesia 1st inbound marketing agency
get to know us
OUR COMPANY
(PT AMARTA ZWARA GUNA)
about InboundID
full services inbound marketing consultant founded in 2009, 40+ talents, 30+
running campaigns across verticals is south east asia
http://www.inboundid.com
InboundID is a certified Google Partner. In June 2014, Google
announced InboundID as the #1 winner of Google Partner All Stars
Challenge in Indonesia. A prestige award for Google partner
agency around the globe.
clients
more clients
Market Opportunityindonesia’s digital market
70M+active facebook
users. jakarta is also
the most active city
in twitter
88M+indonesia active
internet users in
2016
9%+average internet
user growth YoY
Source: wearesocialsg 2016
30% of indonesia’s smart shopper do research online before their purchase.
30%
The Consumer Barometer Survey 2014 - Google - Indonesia
today’s key question
“Are you digitally ready!”
the core
INBOUND MARKETING
Inbound MarketingWe believe in God and
STRANGERS VISITORS LEADS CONSUMERS PROMOTERS
DIGITAL MEASUREMENT
ATTRACT CONVERT CLOSE DELIGHT
measurable metrics
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keyword rankings
social / content reach
website / social
engagement
measurable metrics
•
•
conversion rates
leads quality
measurable metrics
•
•
•
conversion rates
sales revenue
returns on ad spend
measurable metrics
•
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content virality
social mentions
repeat sales
returning visitor
customer journey with inbound marketingillustration
your target market
read your content,
engaged with your
ads on search,
social & display
landed on your
landing pages,
improved their
experience, buy
your product
received your
newsletter, engaged
with your retargeting
ads on search &
display, buy more
product and share
your product to their
network
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streamlined campaign and message across all channel
optimised experience across all digital assets
measurable resultsfocus on maximum return on investment
Multi-Screen World
We optimize your website on multiscreen world Ensuring that you have persistent reach
everywhere your audiences search of you.
the strategy
OUR SERVICES
increase market reach & outbid the competition
metrics:-
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quality impressions
impression share
organic search ranking, queries & impression
content reach
unique visitors
visitor engagement
STRANGERS VISITORS
{search engine optimization}
the process
keyword research
competitive
research
market research
audience research
technical optimization
(crawl-ability,
navigation)
content creation &
optimisation
behaviour and
conversion
preparationon-
page
contextual content
creation, distribution
& amplification
social authority+
off-
page
analytics
research
keyword researchunderstand how your audiences searches for your business and your products on the search engines.
in-depth competitive researchsearch competitiveness of your business vs yours competitors, including rankings, search queries, search
impressions, etc
technical researchhow your website communicates with the search engine
audience researchincluding user behaviour analysis, conversion rate optimisation and content analysis.
contents
identify and understand
persona for CLIENTS target
markets.
key-understanding•
•
interest
reach-able channels
create content that
contextually relevant and
engaging.
content distribution and
amplification (backlinks)
amplification•
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•
social media
content network
news & press release
network
premium tailor made
contents per month for
both on-page & off-page
use
sample contents & distribution
http://www.ahyari.net/fasilitas-paket-tour-di-flocations/
http://www.honeylizious.com/2014/10/paket-liburan-flocations-khusus-ke.html
services delivery
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•
keyword research
technical seo recommendation
user behaviour analysis
tailor made articles per month
set of creative content per month including slides,
videos & infographic
{search engine advertising}
how search marketing works with inbound marketing
STRANGERS VISITORS LEADS CONSUMERS PROMOTERS
ATTRACT CONVERT CLOSE DELIGHT
general high demand
keywords, increase reach,
generate more traffics
target people that might
already knew the product,
brand or type.
focus on keywords with
action word or specifics
characteristic
detailed keywords related to
enhancement of the products
or supports.
volume conversion
paket wisatapaket wisata
thailand
booking paket
wisata ke thailand
panduan wisata
ke thailand
the process
keyword research
market research
audience research
creative development
campaign set-up
expansion
ad a/b testing
bidding optimization
preparation optimization
performance insight
competitive insight
campaign plan
reporting
audience research and targeting
keywords location
language devices
persona based audience research
* actual cpc might be different depends
on the competition and market
responses
channel contribution
paid search
organic search
• in touch with your customer on
consideration phase
• targeted reach
search marketing contribution
search engine advertising platforms
{social media advertising}
highly targeted audience
extended reach
various ad-type for goal conversion
campaign strategy & ad type
Brand Reach & Awareness
Page Post Engagement
Page
Like
Drive Traffics & Conversions
Click to Website
Local
Awareness
Loyalty & Retentions
Offer Claim
Promote Apps
Apps Install
Apps
EngagementOffer Claim
specific audience targeting > better
conversion
Highly engaged audience
Raising awareness to driving action
High conversion rates
Instagram Ads Format
Instagram Advertising Solutions
Why use Twitter Ads
Campaign
{display advertising}
audience targeting
keywords location language
devicesdemographic
interest
topic
placement
performances based display campaign
managed network
google display network
local ad-network
programatic display ad
improve conversion & lead generation
metrics:-
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visitor engagement, experience
conversion rates to leads / sales
sales revenue
ROAS & ROI
VISITOR LEAD CUSTOMER
{landing page development & CRO}
landing page development
technology & process
1.mock up design for approval
2.code & development
3. launch
4.a/b testing
5.monitoring & improvement
sample landing page with clear call to
action
sample
landing
page for
industry
specific
mobile ready landing page
conversion rate optimization
user behaviour
analysis
conversion funnel
analysisuser behaviour
analysisa/b testing &
multivariate testing
understand how users interact with the website
interface.
output:
behaviour report
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heatmap
clickmap
behaviour flow
goal conversion
flow
initial hypotesis
understand the user
journey to conversions.
output:
testing hypotesis
test the hypothesis by
testing pages on
conversion funnel
output:
optimized pages for
conversion funnel
the process
understand what attracts your visitors’ attention
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•
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analyze visitors’ click behavior
tells you whether visitors are
clicking where you intend
them to click
highlights distracting elements
of a page
user behaviour analysis
understand how the conversions are happened and each steps or channels interact with converted consumers
conversion funnel analysis
a/b testing
finding the best layout with maximum conversion rates ratio and best user experiences.
testing element by element on landing page. especially the call- to-action conversion button.
multivariate testing
InboundID run the conversion rate optimization on all available platform both on mobile and desktop.
multiplatform testing
increase customer lifetime value & repeat sales
metrics:-
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return visitors
repeat orders
customer lifetime value
CUSTOMER PROMOTER
{retargeting}
improving customer lifetime value with
retargeting
audience
segmentation
creative
development
based on
audience
segmentation
ad testing and
optimisation
segmentation based on
interest / last visited
page / last purchased
items
creative ads are
tailored to each and
every segmentation.
e.g. user who was
visited “handbags”
page will be served ads
related handbags or
similar products
persistent ad testing
based on the users
responses.
retargeting partners
{Email Marketing}
inboundid’sapproach to email marketing
H elpful
A ctionable
M essage
the process
lead generation through landing pages
audience segmentation
design & content development based on audience segmentation
email delivery
email a/b testing
audience design & delivery
performance insight
report
mailchimp.com
technology
{ strategy for mobile }
{App Store Optimization}
What is ASO
App Store Optimization is the first step to succeed in mobile app marketing
It is the process of improving the visibility of a mobile app (iPhone & Android) in the app store (iTunes & Google Play)
And, increase brand visibility on the app store.
ASO Factors
ASO On-Metadata:App NameIconDescriptionScreenshots
ASO Off-Metadata Factors:InstallsRatings and reviewsSocialLinks
case studies
Challenges
Baidu is entering new market (Indonesia)Tons of browsers are already on the market
Key Objectives
Increase app ranking for targeted keywordsGenerate organic downloadsOutbid competition (Top 10)
Results
83% keywords on the top 10Average 67% increase on organic downloads MoM
Sample Keywords on The Top 10
Sample Keywords on The Top 10
Sample Keywords on The Top 10
Sample Keywords on The Top 10
{influencer marketing}
INFLUENCERSARE POPULAR AND
INFLUENTIAL
FIGURES IN SOCIAL MEDIA
WITH A SIGNIFICANT REACH & A CAPTIVE
AUDIENCE
OTHER TERMS FOR INFLUENCERS
BUZZERS, INSTAGRAMERS, YOUTUBERS, BLOGGERS,
ENDORSERS, INTERNET CELEBRITIES,
KEY OPINION LEADERS (KOL), PUBLISHERS, ETC.
+4200Twitter Buzzers
+1200Instagramers
+900Bloggers
WE HAVE +6300 INFLUENCERS
1 Celebs
&
Public Figures
TIER
2
Internet Celebs
3
Rising Stars & PowerMiddle
INFLUENCER MARKETINGIS A MARKETING STRATEGY THAT
HARNESSES THE POWER OF INFLUENCERS
TO CREATE AWARENESS, INTEREST, DESIRE & ACTION
EXAMPLES INSTAGRAM POST
EXAMPLES TWITTER POST
EXAMPLES BLOGGER POST
HOW IT WORKS
{digital measurement}
reports
our reports includes
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executive summary
campaign activities
performances
market &competitive insights
target vs
achievement next
campaign plan
seo online
dashboard
environment
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universal tracking, google tag
manager
user segmentation
campaign tagging
event tracking
conversion
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goal set up
ecommerce set up
attribution / multi channel attribution
dashboard
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monthly view
seo dashboard
social dashboard
content dashboard
campaign dashboard
behaviour dashboard
data insight action
content dashboard
our works
CASE STUDIES
the challenges- brand positioning through keyword positions in SERP. Targeted keywords includes “hotel Bandung”,
“hotel Jakarta”, “tiket pesawat”, etc.
- generate high quality traffics through organic search and improve conversion rates for organic traffics.
our solutions
- change the keywords focus to keywords with business value for branding & conversion to sales
- improve the online authority by running effective content marketing campaigns
- we analyze the user behaviour and implement the content optimisation based on the results
the resultsImproved average keywords ranking from 28.95 to2.45
Keywords Rank Ranked URL Initial Rank
hotel jakarta 3 http://www.pegipegi.com/hotel/jakarta/ 54
tiket pesawat 5 http://www.pegipegi.com/tiket-pesawat/ 16
hotel di bali 2 http://www.pegipegi.com/hotel/bali/ 27
hotel bandung 3 http://www.pegipegi.com/hotel/bandung/ 10
hotel yogyakarta 3 http://www.pegipegi.com/hotel/jogja/ 33
air asia 6 http://www.pegipegi.com/tiket-pesawat/air-asia/ 101
tiket pesawat murah 2 http://www.pegipegi.com/tiket-pesawat/ 13
citilink 2 http://www.pegipegi.com/tiket-pesawat/citilink/ 18
lion air 2 http://www.pegipegi.com/tiket-pesawat/lion-air/ 101
garuda indonesia 5 http://www.pegipegi.com/tiket-pesawat/garuda-indonesia/ 44
hotel bali 2 http://www.pegipegi.com/hotel/bali/ 59
airasia 2 http://www.pegipegi.com/tiket-pesawat/air-asia/ 101
Improved organic traffics revenue by up to78.9%
the results
thank youlet’s discuss over coffee, shall we?
Arief Akmal082111565615
business development [email protected]