swot the competition – reducing risk and improving odds in digital marketing by michael...
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August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
SWOT the Competition –Reducing Risk and Improving Odds in Digital Marketing
@WebPromoExperts #wpSEOday #semrushlive
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August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
Michael StrickerU.S. Marketing Director, SEMrush
• Leading digital marketing tool for competitive research • Agency, sales support and digital marketing consultant• 100s of successful campaigns 1,000,000s of impressions • Speaker: Pubcon, ClickZ, HEROconf, BrightonSEO, Etail, SMX • Author: CIO.com, Business2Community, SEMrush.com• Consulted: 2Modern, AeroPostale, BET, Dell, GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
@radioms#SEMrushLive
#wpSEOday
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms
S.W.O.T. Strengths Weaknesses OpportunitiesThreats
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August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T. Strengths what’ is working for you, nowWeaknesses what iss missing, declining Opportunities your best wins in futureThreats what may overcome you, soon
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T. Strengths Weaknesses OpportunitiesThreats
YOUNOW
COMPETITORS THE FUTURE
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
S.W.O.T. Strengths Weaknesses OpportunitiesThreats
YOUNOW
COMPETITORS THE FUTURE
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
“To know your Enemy, you must become your Enemy.” ~ Sun Tzu, Art of War
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
93% of buying cycles start with an online search. ~ Marketo
Why Search?
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
4 Stories: 1] U (UX) is my Strength 2] The Invisible Threat that Ate my Business 3] Weakness that Led to New Opportunities 4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
Story 1 U are my Strength
7pp
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
1] U (UX, UI) are my StrengthUX website signals grow as a rank factor in search – pogostickingConsumers prefer to believe peers over brands 12-to-1 ~ Edelman Trust Barometer
89% of marketers expect to compete primarily on customer experience by 2016 ~ Gartner
Remarkable Customer Experiences = Positive Social Influence ~ Adobe Quarterly Digital Intelligence Briefing
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & ToolsSEO (Keywords, Traffic, Positions, On-Site, Local, Mobile) SEMrush, Searchmetrics, Conductor, Soovle, Google Trends, Keywordtool.io, Majestic, AHREFs
CRO/UX/UI (Heatmaps, Conversion Rate, A/B Testing, AOV) Google Analytics, Adobe SiteCatalyst, KISSmetricsCrazyEgg, Unbounce, Optimizely, FeedbackArmy, UsabilityHub FiveSecondTest, Qualaroo, UserTesting, PageSpeed, SEMrush, Screaming Frog, DeepCrawl
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & ToolsPPC (Keywords, Offers, CTAs, Budgets, Mobile) Google Adwords, SEMrush, WordStream, AdStage, Acquisio, Kenshoo, Marin
PLA (Keywords, Visibility, Budgets) SEMrush
Social (Follower Growth, Engagement, Sharing, Content, Influence) SEMrush, Topsy, SocialMention, BuzzSumo, FollowerWonk, SproutSocial, HootSuite, sysomos, Radian6, Meltwater
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
1] U are my Strength: Channels & ToolsEmail (Opens, Clicks, Conversions, Shares) AWeber, ConstantContact, Act-On, Pardot, Eloqua, Marketo
ROI (Traffic Cost, CRO) GA, SEMrush, CRM (Salesforce, Hubspot)
Speed (Rapid Satisfaction, Good User Experience, Reduced Bounce Rate) Google PageSpeed, Pingdom, WebPageTest.org
Scalability (Capacity, Resources, Assets) BuiltWith
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] An Invisible Threat Ate My Business FR
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] The Invisible Threat that Ate My Business Be Proactive - Lack of monitoring itself is a threat, realized when competition overtakes you Perform Gap Analysis - identify Threats and turn them into Opportunities 15% of weekly search queries are totally new phrases ~ Google Trends are meant to be ridden up, not down
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
2] The Invisible Threat that Ate My Business Google Dynamic Graphing Google Trends Position Tracker Domain VS Domaintableau Local native-language speakers
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to club Identify New Opportunities
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to Identify New Opportunities
Exact-match and keyword-based domain names are negatively-correlated with rank Money, culture and behavior changes bear watching Popular words change over time, affecting search –monitor Vernacular is a regional thing (Coke, Pop, Soda)
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
@semrush @radioms
3] The Weakness that Forced Us to Identify New Opportunities
Exact-match and keyword-based domain names are negatively-correlated with rank Vocabulary changes over time profoundly affect search and must be watched Vernacular is a regional thing (Coke, Pop, Soda)
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
3] The Weakness that Forced Us to Identify New Opportunities
SEMrush Keyword Analytics Won/Lost Keywords Google Trends Search Engine Ranking Factors 2015 –MozSEO Ranking Factors Study 2015 Google US – Searchmetrics
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
#wpSEOday @radioms
4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel
The Funnel is your long-tail curve – research it for advantage The Funnel is not a funnel unless you like going out of business –it’s a trumpet A new customer sale costs 10X a current customer sale ~ US Deptof Commerce – so sell to your gold list Customer Service and Online Reputation Management is loyalty and retention strength, if you make it so, or a serious threat if you ignore it
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: RetentionCustomer Service Brand Reputation Management cross-sell, upsell, accessorize, service, equip, refuel, resubscribe, reduce churn, retain customers, increase LTV
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: Reputation42% of complainers on social media expect a response in under 60 minutes. ~ Edison Research
95% of those, commiserate with others about poor customer-service ~ ZenDesk 2013
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel
Google Analytics Google Search ConsoleSite Search SEMrushUserVoice, Convirza, MarchexMention, Topsy, SocialMention
#wpSEOday @radioms
@twitterhandle
August 10–12, 2015 | #CZLSF | @ClickZLive
4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel
Seeking Discounts, Coupons, Promo CodesShipping questions Bundles, Bulk or Multi-Packs Packaging queries Demonstrations of use Installation instructions Ratings, Reviews, TestimonialsComplaints, Comments and Compliments
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
Opportunity is: Where you find itGather all your co-workers:
SEOPPCCustomer ServiceSocial MediaPRProduct Development Franchise Mgmt
#wpSEOday @radioms
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August 10–12, 2015 | #CZLSF | @ClickZLive
@radioms
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