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5 Steps to Online Marketing Success Using Competitive IntelligenceA beginner’s guide to competitive intelligence

Presented by: Karen Costa

Online Marketing Specialist compete.com

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• What is competitive intelligence?

• About Compete and Compete’s Data

• 5 Simple Steps to Online Marketing Success

• Brief Q&A

Agenda

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The action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executive s and managers in making strategic decisions for an organization.

What’s Competitive Intelligence?

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EACH MONTH COMPETE’S ONLINE CONSUMER PANEL MEASURES

2 MILLION US ONLINE CONSUMERS

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Compete & Local AnalyticsWhy the numbers aren’t exactly the same…

• Compete tracks actual users versus individual pages on websites.

• Compete’s numbers are unaffected by cookie deletion & non-human behavior

• Both technologies have strengths and weaknesses but compliment each other to help you get a better understanding of your competitor’s online strategy.

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How can you add value to your business with Compete PRO?

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• Create a timeline for yourself and your competitive set • Product releases

• Industry news

• Events

• Correlate these events with shifts in site performance.• Industry trends

• Seasonal changes

• Campaign performance

Step 1: Formulate a Strategy & Know the Competition

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Benchmark

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Create Competitive Sets

• Competitors large & small

• Keep an eye out for break-out competition

Identify Industry Leaders

• Who had success in site engagement & popularity

Look for the “Why”

• New product offerings

• Higher engagement

• Marketing Efforts

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Investigate

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• Subdomain Activity

• Search Activity

• Traffic Referrals

Identify the root of your competition's stellar performance using compete’s tools.

Strategy Dive Deep for Top Performing Competitors

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TAKE ACTIONFinding areas of opportunity with compete metrics

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Step 2: Understand Your Competitors’ Search Analytics

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Dig yourself out of the keyword rut

Take advantage of search work

tested & implemented by

your competitors

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Search Analytics- what can we see?

•Daily Search Referrals

•Keywords

•Search Referral Share

•Paid Share

•Average Time Index

•Total Time Index

•Export as CSV•Natural Share

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Step 3: Copying is a form of flattery

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Uncover where your competition is getting traffic & where that traffic leaves after visiting

Build relationships with similar partners (affiliates, advertisers, bloggers, influencers)

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Prospecting

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Find the right partners, publishers & clients using thorough qualification tactics

Spend more time perusing and less

time qualifying

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Referral Analytics

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Uncover where your competition is

getting traffic & where that traffic

leaves after visiting

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Step 4: Fix your leaky buckets

• Create conversion funnels

• Identify where customers drop off using destination traffic reports to find out where users go after they leave your site

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Recapture lost leads so business can bloom

• Create conversion funnels

• Identify where customers drop off using destination traffic reports to find out where users go after they leave your site

• Reward customers for coming back and bringing other new customers with loyalty programs

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Step 5: Stay on top

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Frequent checkups help ensure your website stays healthy. Monitor your benchmarks and KPI’s regularly.

Integrate competitive intelligence as part

of your online marketing strategy.

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Lather, Rinse, Repeat

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Like any online marketing strategy, there is no simple fix.

Arm your organization with tools to succeed.

Competitive intelligence

complements all analytics

packages.

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Time for Q&A.Questions?

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Thank you!

For questions, contact kcosta@compete.com

Presented by: Karen Costa

Online Marketing Specialist compete.com