Learn How to use Competitive Data to Power your Lead-Gen and Sales

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Presentation Description

*Featuring: Michael Stricker, The U.S. Marketing Director of SEMrush. Lead Generation is the #1 challenge that online marketing agencies expect to face in 2015, according to HubShout’s Online Marketing Trends: Ready for 2015 survey. We are going to help you with that. The solution is Data! In this webinar you’ll learn how to use competitive data to drive more leads and sales. Learn about this topic - visit: http://hubshout.com/?Online-Marketing-Trends:-Ready-for-2015&AID=1603

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Presentation Transcript

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How Competitive Data can Power Your Lead-Gen and Sales semrushlive

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Michael Stricker U.S. Marketing Director SEMrush •  Leading competitive research tool for digital marketing •  Agency consulting and web design studio experience •  100s of successful digital marketing campaigns •  1000000s 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

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Well show you how Competitive Research drives lead-gen and helps you build killer proposals. Well 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

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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 Its Better to Help than to Sell •  Wild Cards - Reputation Local Mobile

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•  How to use Competitive Intelligence to Sell Digital Marketing Services Photos of Really Really Scared People | © 2014 Colossal www.thisiscolossal.com

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Competitive Research for lead-gen and killer proposals 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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Competitive Research for lead-gen and killer proposals 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

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Competitive Research for lead-gen and killer proposals 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

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Competitive Research for lead-gen and killer proposals Identify Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing Paid 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

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Competitive Research for lead-gen and killer proposals Identify Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing PLAs 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

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Competitive Research for lead-gen and killer proposals 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.

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Competitive Research for lead-gen and killer proposals Identify Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing Social 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

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Competitive Research for lead-gen and killer proposals 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

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Competitive Research for lead-gen and killer proposals Identify Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services SEO Audit Issues 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

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Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Custom Reports CUSTOM 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

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Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Contacts ACTION: ATTACHING CONTACTS TO DOMAINS Enables you to import contact data from webpages or Email into the CRM. KiteDesk ZoomInfo Fliptop Full Contact Netprospex Nimble Email Hunter BuzzStream

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Compare and Contrast with Purpose DON’T… OVERSELL OVERSTUFF PACKAGE

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Compare and Contrast with Purpose DO… SCARE WITH SHARE TEACH WITH REACH TALK CORNER OFFICE TALK TELL A STORY IN PICTURES

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Compare and Contrast with Purpose 1.   DO… SPEAK SUCCESS IN THE VOICE OF OTHERS

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5 Charts Graphically Drive Prospects into Your Arms 1.   Overview 2.   Domain VS Domain 3.   Paid Ads History Texts PLA 4.   SEO Audit 5.   Won/Lost Keywords Winners/Losers

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5 Charts Graphically Drive Prospects into Your Arms 1.   Overview Organic

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5 Charts Graphically Drive Prospects into Your Arms 1.   Overview

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5 Charts Graphically Drive Prospects into Your Arms 1.   Overview Paid

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5 Charts Graphically Drive Prospects into Your Arms 2.   Domain VS Domain

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Identify Evaluate Paid Competitors Common Keywords Battle Zone Common Strong Competitors Sweet Spot

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Identify Evaluate Paid Competitors

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Identify Evaluate Paid Competitors

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Identify Evaluate PLA Competitors – All KWs

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5 Charts Graphically Drive Prospects into Your Arms 3.   Paid Ads Copies History

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5 Charts Graphically Drive Prospects into Your Arms 3.   Paid Ads Copies History

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5 Charts Graphically Drive Prospects into Your Arms 4.   SEO Audit 2000 1200 450

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5 Charts Graphically Drive Prospects into Your Arms 5.   Won/Lost Keywords Winners/Losers

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Listen - Why Its Better to Help than to Sell 1.   Outbound - Cold-calling gatekeepers lukewarm response blocking  INTRUSIVE IMPERSONAL INTERRUPTIONAL HIGH-BUDGET AND LABOR-INTENSIVE

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Listen - Why Its 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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Wild Cards - Reputation Local Mobile Reputation Trust both on-site and off-. Social trust word of mouth mentions ratings reviews testimonials video

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

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Wild Cards - Reputation Local Mobile Mobile Mobile-Ready test whether responsive design dynamically-served site or App mobile funnel mobile conversion call payment methods ads landing pages trust pages

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Wild Cards - Reputation Local Mobile 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

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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.

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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.

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Questions

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Thank you

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