The Competitive Edge - Inbound Marketing and Competitive Analysis

THE COMPETITIVE EDGE: Inbound Marketing and Competitive Analysis Eric Keating Janet Aronica Online MarketingInbound Marketing Manager Manager HubSpot | @JanetAronica Compete | @Compete

HOUSEKEEPINGSlides & Recording will be presented after webinarInteract with us using the Questions pane here or on TwitterHashtag for today: #compedge

I’m Janet. @JanetAronica… + (and stuff.)Marketing & Community atoneforty, now InboundMarketer at HubSpot http://bit.ly/Hub140 3

1 How marketing is changing2 The importance of social media listening The steps for creating an inbound3 marketing plan4 Questions & answers

750million USERS ON FACEBOOK. 5 Source: http://tcrn.ch/jwZAY1

460,000Number of new Twitteraccounts created eachday. 6 Source: http://tcrn.ch/jwZAY1

15 millionReviews of local businesses on Yelp. 7 Source: (Yelp) http://bit.ly/ilfcSc

57% of internet users search the web each day 46%46% of those searchesare for products andservices. 8 Source: http://slidesha.re/qkcgy8

YOUR CUSTOMERS HAVE A VOICE. (And you should too.) 9

IT’S TIMETO RETHINKMARKETING 10

Inbound marketing is a fundamental shiftin how we relate to potential customers 11

vs.Outbound marketing Inbound marketing 12

• Direct Mail • Blogging• TV and Radio ads • Podcasts• Cold Calling • eBooks• Trade Shows • White Papers • Webinars • Photos • Videos 13

LISTEN FIRST 14

LISTEN for:Brand nameCompetitorsIndustry keywords 15

LISTEN HERE:Google AlertsTwitter searchesFacebookLinkedIn (LinkedIn Answers & Groups)Quora 16

How REALpeople talk. “Competitor + sucks” “I hate competitor” “Anyone know of a ______?” 17

Lead @repliescompetitor onTwitter“Hey, was doing some research andnoticed you were looking at a competitor.Can I help?” 18

ENGAGE Be responsive Be gracious Be consistent Use a personal tone 19

Livefyre vs.Disqus 20

MarkWestWineries 23

Answer questions with CONTENTCreate content that answers questions.Draw a line in the sand.They don’t care about you yet. 24

GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 25

OPTIMIZE your contentOn-Page SEOOff-Page SEO 26

ON-PAGE SEO Essentials Page Title Clean URL Headers & Content Description 27

Lessons fromWebsite Tips Based on Real Data 3,674,029 websites www.WebsiteGrader.com 28

Image credit: netzkobold

SHARINGSocial Media is caringThrough Email MarketingThrough Press Releases 31

CREATECONTENT fromcontent. Blog post you write today -> chapter in the eBook you publish later this month -> that you’ll Tweet about. 32

Analyze Results – Measure!Improve ProcessesReplicate Successes MEASURE & analyze 34

MEASURE & analyzesocial mediatraffic 35

YouTalk to customers ALREADY doCreate content these things.Measure 36

Don’t dip yourtoe in the water.

Jump in ALL THE WAY.

Competitive Intelligence through Digital Insights • Where do I stand against my market/industry? • Who are my competitors attracting online? • What keywords are working for my competitors? • Where is my market’s traffic coming from? 39

Questions?

THANK YOU Janet Aronica Twitter.com/janetaronica Facebook.com/janetaronica Linkedin.com/in/janetaronica Jaronica@HubSpot.com www.HubSpot.com

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The Competitive Edge - Inbound Marketing and Competitive Analysis

by HubSpot All-in-one Marketing Software on Aug 25, 2011

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The Competitive Edge - Inbound Marketing and Competitive Analysis — Presentation Transcript