learn how to use competitive data to power your lead-gen and sales -- featuring: michael stricker,...

How Competitive Data can Power Your Lead-Gen and Sales

#semrushlive

Michael StrickerU.S. Marketing Director, SEMrush

• Leading competitive research tool for digital marketing • Agency, consulting and web design studio experience • 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.

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

We'll show you how Competitive Research drives lead-gen 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. (attendees get a free SEMrush 30-day trial) (stay to the finish for a chance to win an Apple Watch)

Competitive Research for lead-gen and killer proposals

• How to use Competitive Intelligence to Sell Digital Marketing and Design Services

• Compare and Contrast with Purpose• 5 Charts that Graphically Drive Prospects

into Your Arms• Listen - Why It's Better to Help than to

Sell• Wild Cards - Reputation, Local, Mobile

• How to use Competitive Intelligence to Sell Digital Marketing Services

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)


Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Search – Paid and Organic • Keywords

(many Shared Keywords) • Traffic

(receiving high Traffic Share for high-monthly-volume Keywords) • Brand terms

(find competitors using other brand names in ads and content) • Niche (related by keywords SimilarWeb, SEMrush, others)


Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Search – Competitive Landscapes • Keywords

(a semantic method of detecting similarity AND Content Superiority)

• Traffic (results-based technique: who is most effective competitor?)

• Brand terms (knowledge of competitors using their brand name in ads and content)


Identify & Motivate Prospects Using Competitive Intelligence to Sell Digital MarketingPaid Search Budget VS Traffic (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, shifts from organic to paid in response to Algorithmic Updates)


Identify & Motivate Prospects Using Competitive Intelligence to Sell Digital MarketingPLAs The highest-converting paid ads for merchandisers (WalMart shifted 80% of their ad budget to this vehicle)

Presence of Google Shopping Ads “sucks the commercial intent out of the SERP” (Bing in beta)

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


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


Identify & Motivate Prospects Using Competitive Intelligence to Sell Digital MarketingSocial Networks of value (depends on type of business and 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)


Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Content Types Form – (what formats are attracting the most shares? BuzzSumo)

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


Identify & Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services SEO AuditIssues, Errors and Warnings (cumulative effect of neglect; poor SEO practices; potential spider-traps and crawler errors – can number in the thousands)

PageSpeed – every half-second of webpage display delay can cost 7-15% of your prospects that you paid good money to attract in the first place)

Mobile-Ready (test) BuiltWith (for a quick tech read, only apply dangers, or practices adopted wholesale by competition)


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?


Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services ContactsACTION: ATTACHING CONTACTS TO DOMAINS Enables 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…

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. Paid Ads History & Texts & PLA4. SEO Audit 5. Won/Lost Keywords; Winners/Losers


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 Paid Competitors

Identify & Evaluate PLA Competitors – All KWs

5 Charts Graphically Drive Prospects into Your Arms3. Paid Ads Copies & History


3. Paid Ads Copies & History


4. SEO Audit 2000 1200

450


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

Wild Cards - Reputation, Local, Mobile

Reputation Trust, both on-site and off-. Social trust, word of mouth, mentions, ratings, reviews, testimonials, video


Local Type of business, single location, service area, franchise of national brand; Google My Business, Yext, Moz, Mobile-Ready, Position Tracker


Mobile Mobile-Ready test, whether responsive design, dynamically-served site, or App; mobile funnel, mobile conversion, call, payment methods, ads, landing pages, trust pages


Timing • Google Trends; • Market Movement; • Seasonality (start now); • Weather; • Impending Google Algo Updates; • hedging and diversifying traffic and referral sources;

competitor news, new advertising media (mobile, in-app) and new ad delivery vehicles (remarketing); opportunities, threats

Offer

http://bit.ly/SEMrushFREE30-HUBSHOUT FREE 30-Day Trial SEMrush Guru Plan. Activate before June 5, 2015! Credit Card and Email required. No payments due for 30 days. If not fully satisfied, contact us before Trial ends. NEW USERS ONLY.

http://bit.ly/SEMrushFREE30-HUBSHOUT

http://bit.ly/SEMrushFREE30-HUBSHOUT

Offer DRAWING FOR APPLE WATCH! *Winner must be a US Resident. Attendees who attend webinar in its entirety will be entered to win. Apple Watch (Sport model) will be ordered and shipped to the winner. All national, state and local laws/regulations are applicable. All taxes (including income taxes) are the sole responsibility of winner. Employees of HubShout and SEMrush and their immediate families (spouse, parents, children, siblings) are not eligible. We reserve the right to substitute cash value for the prize. Winner will be notified by email and announced on social media. Other terms and conditions may apply. & HubShout Sales Template Bundle including white-labeled templates for Sales Presentations, Proposals, Site Audits, Keyword Research and more.

Questions?

Thank you!

learn how to use competitive data to power your lead-gen and sales -- featuring: michael stricker,...

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