5 Steps to Online Marketing Success Using Competitive Intelligence
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5 Steps to Online Marketing Success Using Competitive Intelligence. The whitepaper that inspired this presentation is available here: http://www.compete.com/5-steps-to-marketing-success-white-paper/
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5 Steps to Online Marketing Success Using Competitive Intelligence
- 1. 5 Steps to Online Marketing Success Using Competitive Intelligence Presented By: Karen Nicole Costa Online Marketing Specialist kcosta@compete.com @vanillabean45 & @compete
- 2. Overview of Compete’s Product Offerings 5 Simple Steps to Online Marketing Success Brief Q&A Follow-up Agenda
- 3. What do Casanova and David Cancel have in common?
- 6. What are my competitors results?
- 8. Monthly subscriptions that automatically renew
- 9. Levels based on access to tools and # of reports pulled
- 11. Step 1: Know the competition
- 12. Create a list of competitors in your space Then, find metrics that matter to you and create benchmarks Find trends in your industry Take action That’s a personal question, but… Am I normal?
- 13. Step 2: Cover Your Search Marketing Bases
- 15. Use local analytics tools to see what keywords are sending traffic to your site Discover your competitors’ search marketing trends and keywords Identify industry and seasonal trends Capitalize on your competitors’ success! Increase Search Traffic and Campaign Performance
- 16. Step 3: Copying is a Sign of Flattery
- 17. Identify what websites are sending your competitors traffic Building relationships with your competitors’ business other websites can help you Build links Gain advertising space Get exposure to new customers Increase paid search ROI Get in on the action!
- 18. Step 4: Fix Your Leaky Bucket
- 19. Create conversion funnels Identify where customers drop off using destination traffic reports to find out where users go after they leave your site Are they going to coupon site? Are they visiting your competitor? Are they visiting social networking sites? Retarget users that leave your site and capture lost conversions
- 20. Step 5: Stay on Top
- 21. Your online strategy needs frequent checkups Integrating competitive intelligence to your marketing strategy can give you the critical information you need to ensure success against your competitors. Monitor your website’s health
- 22. Twitter http://twitter.com/Compete Facebook http://www.facebook.com/CompeteInc SlideSharehttp://www.slideshare.net/compete Booth 1106 Where can I find compete?
- 23. Questions?
- 24. We do! Got Data?
- 25. Please come visit us at booth 1106 Karen Costa Online Marketing Specialist, Compete.com kcosta@compete.com Twitter @vanillabean45 Thank you!
Editor's Notes
- What do Casanova and David Cancel have in common? They’re both “famous” spies! David Cancel was the founder of Compete, bringing competitive intelligence to the web analytics space.
- The tool that I’ll be focusing on today will be the Compete PRO product.Compete PRO Search Analytics bring search marketing into plain view with paid and natural search trends, historical search referral data, and customized filtering capabilities that let you focus on top performing keywords and traffic for thousands of websites.
- We have a freemium model and a paid subscription product. For joining us today you can try Compete PRO Advanced for $1. Please come see us in booth 1106 for a demo and to receive hard copy’s of the whitepaper that fueled today’s presentation.
- I’m sure you’re all curious to learn more about Compete’s search analytics offering. Here we have the search analytics offerings, which focus on upstream and downstream traffic. Our search referrals report can tell you the keywords that drive traffic to a particular website. Our keyword destination report allows you to enter a keyword and see websites that receive traffic from a particular keyword. And from here we’ll move to the five steps to marketing success.
- It’s easy to get hyper-focused on our own numbers, but if you never take a moment to evaluate what’s going on around you, with your competition, or your industry, you’ll never fully understand what’s going on in your industry’s landscape. Growing by 10% may seem like a lot to you, but if your competition is growing by 40%, you’re not doing enough. Competitive Intelligence tools can help you compare your benchmarked numbers to relevant competitors.
- Competitive intelligence can help you answer questions like “Am I normal?”, compare yourself to your competition, and your industry. This will allow you to set benchmarks and create KPI’s before changing your search engine marketing or help you optimize existing campaigns.
- Millions of potential consumers are looking for your business. It’s your job to help you navigate their way to you! Maximizing your website’s website will help you drive traffic and new visitors to your website. You can maximize conversions and increase search ROI with competitive intelligence tools. On the next slide we’ll see an example from Zappos.com.
- This slide gives an example of what our search analytics look like. You can see Paid vs natural keywords, total paid referrals vs total referrals. You can also see total time index, which tells you how valuable the keywords are. Having trouble moving up the SERP? Perform a reverse keyword search to identify websites that are getting the bulk of traffic from these keywords. Then, you can seek advertising opportunities on these websites or learn from their SEO strategy.
- Having trouble moving up the SERP? Perform a reverse keyword search to identify websites that are getting the bulk of traffic from these keywords. Then, you can seek advertising opportunities on these websites or learn from their SEO strategy.
- Identify what your competitors are doing. Then do that!
- Using competitive intelligence, create a list of websites that send traffic to your competitors. Exclude websites that you’re already working with. You can determine which website you’re going to reach out to by analyzing how much traffic they receive by using your competitive intelligence tools!
- Retarget users, capture them and recover lost conversions. We recently started doing a retargeting ad with d
- It’s easy to get hyper-focused on our own numbers, but if you never take a moment to evaluate what’s going on around you, with your competition, or your industry, you’ll never fully understand what’s going on in your industry’s landscape. Growing by 10% may seem like a lot to you, but if your competition is growing by 40%, you’re not doing enough. Competitive Intelligence tools can help you compare your benchmarked numbers to relevant competitors.