How Competitive Keyword Research Fuels Lead Gen

How Competitive Data Fuels Your Lead-Generation

#onlineBusiness

Michael StrickerU.S. Marketing Director, SEMrush

• Leading competitive research tool for digital marketing • Agency, sales support and digital marketing consultant• 100s of successful digital marketing campaigns • 1,000,000s of impressions for web-based businesses • Speaker: ClickZ Live, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community,

SEMrush.com Publications Philadelphia Inquirer and Philly Ad News.

• Consulted: Enterprise Brands 2Modern, AeroPostale, BET, GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba

We'll show you how

Competitive Research drives lead-generation and helps you build killer proposals. We'll demonstrate how to use SEMrush in the lead generation and selling process for higher conversions and revenue. (Stay to the end! Attendees get a free SEMrush 30-day trial)

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Competitive Research for lead-gen and killer proposals

• How to use Competitive Intelligence to Sell

• Compare and Contrast with Purpose

• 5 Charts that Graphically Motivate Prospects

• Listen - Why It's Better to Help than to Sell

• Inject Reputation, Local, Mobile into Proposals

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• How to use Competitive Intelligence to Motivate Prospects

Photos of Really, Really Scared People | © 2014 Colossal www.thisiscolossal.com


Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services

2. Desire • Success (Mate) • Eat (Consume) • Novelty (Play)

1. Fear • Competition (Get Eaten) • Shifting Markets (Get

Lost) • Outmoded (Disappear)

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Identify Prospects Using Competitive Intelligence

Look-Alike Marketing: Search – Paid and Organic • Domains

(many Shared Keywords)

• Brand terms and Product Names and SKUs (PLA) (find competitors using other brand names in ads and content)

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Look-Alike Marketing: Search – Paid and Organic • Keywords

(a semantic method of detecting similarity AND Content Superiority)

• Niche (related by keywords SimilarWeb, SEMrush, others)

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Motivate Prospects Using Competitive IntelligenceSearch – Competitive Landscapes • Motivate by Traffic

(Traffic Share for high-monthly-volume Keywords) (Results-based technique: who is most effective competitor?)

• Motivate by Organic Traffic Cost (Cost of Traffic if Paid) (Results-based technique: who is most efficient competitor?)

• Competitors using their brand name in ads and content

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Identify & Motivate Using Competitive Intelligence

Paid Search, Smart Marketers Budget VS Traffic (Smart marketers: cost/traffic unit to measure effectiveness and efficiency, look for keywords up, traffic up, spend down)

Overall Budget (Biggest AdWords spenders in a category, region, industry, overall, or rapidly increasing budgets)

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PLAs – Google Shopping Ads (Paid) The highest-converting paid ads for merchandisers (WalMart shifted 80% of their ad budget to this vehicle)

Some etail competitors invest in this, exclusively, and so their scale of operations, number of products / keywords might escape notice

Filter by Brand, Product Name, features

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Local SEO / Mobile Search Position Tracker Ranking, volume and traffic for domains and their competitors by:

Location (national, state or city level);

Device (smartphone, tablet or desktop; trends starting at inception, over time) Detect even national firms that dominate local ad markets with spending very difficult to detect at the national level.

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Social Networks of value (business type, market demographics; Topsy, SocialMention, Mention, SocialCrawlytics, SocialBakers.com)

Networks of scale (Followers and growth rates; Radian6, Sysomos, Meltwater)

Engagement (activation including sharing, RTs, conversations; FollowerWonk, SocialCrawlytics, new Bitly Audience Metrics, BuzzSumo) #onlineBusiness



Content Types Form – (what formats are attracting the most shares? BuzzSumo)

Headlines -- (what titles are commanding the highest CTR and readership? BuzzFeed, Mashable, HuffPost)

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Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Custom ReportsCUSTOM REPORTS – Derive big data • SEMrush• entire industries, product or brand names, • every single keyword for which Amazon ranks; • every non-branded keyword invested by WalMart; • every single AdWords spender in a given nation with budget >$X?



Appending ContactsEnables you to import contact data from webpages or Email into the CRM.

KiteDesk ZoomInfoFliptop Full Contact Netprospex Nimble Email Hunter BuzzStream

Compare and Contrast with Purpose

DON’T…

INSULT CURRENT VENDORS OVERSELLOVERSTUFF PACKAGE


DO…

SCARE WITH SHARE TEACH WITH REACH TALK CORNER OFFICE TALK TELL A STORY IN PICTURES


1. DO… SPEAK SUCCESS IN THE VOICE OF OTHERS

5 Charts Graphically Drive Prospects into Your Arms

1. Overview 2. Domain VS Domain 3. Organic, Paid Ads Competition4. PLA 5. Winners/Losers; Chart


1. Overview Organic


1. Overview


1. Overview Paid


2. Domain VS Domain

Identify & Evaluate Paid Competitors

Common Keywords = Battle Zone

Common, Strong Competitors = Sweet Spot



Identify & Evaluate PLA Competitors – All KWs


5. Won/Lost Keywords; Winners/Losers

Listen - Why It's Better to Help than to Sell

1. Outbound - Cold-calling, gatekeepers, lukewarm response, blocking INTRUSIVE, IMPERSONAL, INTERRUPTIONAL, HIGH-BUDGET AND LABOR-INTENSIVE

Listen - Why It's Better to Help than to Sell 1. Inbound -

Issue/Problem, Search, Website/Blog, Content/Nurturing, close HELPFUL, RELEVANT, INTERCEPTION, RELATIONSHIP- OR PERMISSION-BASED, 24/7/365, LARGELY AUTOMATED CHEAPER, MORE PRODUCTIVE

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