THE COMPETITIVE EDGE:                 Inbound Marketing and                    Competitive Analysis                       ...
HOUSEKEEPINGSlides & Recording will be presented after webinarInteract with us using the Questions pane here or on Twitt...
I’m Janet.  @JanetAronica…                                  +  (and stuff.)Marketing & Community atoneforty, now InboundMa...
1   How marketing is changing2   The importance of social media listening    The steps for creating an inbound3   marketin...
750million                                      USERS ON                                      FACEBOOK.                   ...
460,000Number of new Twitteraccounts created eachday.                                               6               Source...
15 millionReviews of local businesses on Yelp.                                                  7            Source: (Yelp...
57%                                      of internet users                                      search the web            ...
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    ...
LISTEN  FIRST     14
LISTEN for:Brand nameCompetitorsIndustry keywords                         15
LISTEN                       HERE:Google AlertsTwitter searchesFacebookLinkedIn (LinkedIn Answers & Groups)Quora     ...
How REALpeople talk.          “Competitor + sucks”          “I hate competitor”          “Anyone know of a ______?”    ...
Lead @repliescompetitor onTwitter“Hey, was doing some research andnoticed you were looking at a competitor.Can I help?”   ...
ENGAGE         Be responsive         Be gracious         Be consistent         Use a personal tone                    ...
Livefyre vs.Disqus               20
Livefyre vs.Disqus               21
Livefyre vs.Disqus               22
MarkWestWineries     23
Answer                             questions with                                 CONTENTCreate content that answers ques...
GENERATE LEADSwith inboundmarketing             QUALIFIED TRAFFIC                       Get Found    Create Content      ...
OPTIMIZE your contentOn-Page SEOOff-Page SEO                        26
ON-PAGE SEO                      Essentials Page Title Clean URL Headers & Content Description                        ...
Lessons fromWebsite Tips Based on Real Data  3,674,029  websites                       www.WebsiteGrader.com              ...
GENERATE LEADSwith inboundmarketing             QUALIFIED TRAFFIC                       Get Found    Create Content      ...
Image credit: netzkobold
SHARINGSocial Media              is caringThrough Email MarketingThrough Press Releases                                ...
CREATECONTENT fromcontent.       Blog post you write               today -> chapter in the               eBook you publish...
GENERATE LEADSwith inboundmarketing             QUALIFIED TRAFFIC                       Get Found    Create Content      ...
Analyze Results – Measure!Improve ProcessesReplicate Successes                           MEASURE &                      ...
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 compet...
Questions?
THANK YOU             Janet Aronica           Twitter.com/janetaronica         Facebook.com/janetaronica        Linkedin.c...
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The Competitive Edge - Inbound Marketing and Competitive Analysis

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In this free webinar you'll learn how social media listening is the first step in an inbound marketing plan for your business and how this relates to your competitive analysis efforts for marketing.

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The Competitive Edge - Inbound Marketing and Competitive Analysis

  1. 1. THE COMPETITIVE EDGE: Inbound Marketing and Competitive Analysis Eric Keating Janet Aronica Online MarketingInbound Marketing Manager Manager HubSpot | @JanetAronica Compete | @Compete
  2. 2. HOUSEKEEPINGSlides & Recording will be presented after webinarInteract with us using the Questions pane here or on TwitterHashtag for today: #compedge
  3. 3. I’m Janet. @JanetAronica… + (and stuff.)Marketing & Community atoneforty, now InboundMarketer at HubSpot http://bit.ly/Hub140 3
  4. 4. 1 How marketing is changing2 The importance of social media listening The steps for creating an inbound3 marketing plan4 Questions & answers
  5. 5. 750million USERS ON FACEBOOK. 5 Source: http://tcrn.ch/jwZAY1
  6. 6. 460,000Number of new Twitteraccounts created eachday. 6 Source: http://tcrn.ch/jwZAY1
  7. 7. 15 millionReviews of local businesses on Yelp. 7 Source: (Yelp) http://bit.ly/ilfcSc
  8. 8. 57% of internet users search the web each day 46%46% of those searchesare for products andservices. 8 Source: http://slidesha.re/qkcgy8
  9. 9. YOUR CUSTOMERS HAVE A VOICE. (And you should too.) 9
  10. 10. IT’S TIMETO RETHINKMARKETING 10
  11. 11. Inbound marketing is a fundamental shiftin how we relate to potential customers 11
  12. 12. vs.Outbound marketing Inbound marketing 12
  13. 13. • Direct Mail • Blogging• TV and Radio ads • Podcasts• Cold Calling • eBooks• Trade Shows • White Papers • Webinars • Photos • Videos 13
  14. 14. LISTEN FIRST 14
  15. 15. LISTEN for:Brand nameCompetitorsIndustry keywords 15
  16. 16. LISTEN HERE:Google AlertsTwitter searchesFacebookLinkedIn (LinkedIn Answers & Groups)Quora 16
  17. 17. How REALpeople talk. “Competitor + sucks” “I hate competitor” “Anyone know of a ______?” 17
  18. 18. Lead @repliescompetitor onTwitter“Hey, was doing some research andnoticed you were looking at a competitor.Can I help?” 18
  19. 19. ENGAGE Be responsive Be gracious Be consistent Use a personal tone 19
  20. 20. Livefyre vs.Disqus 20
  21. 21. Livefyre vs.Disqus 21
  22. 22. Livefyre vs.Disqus 22
  23. 23. MarkWestWineries 23
  24. 24. Answer questions with CONTENTCreate content that answers questions.Draw a line in the sand.They don’t care about you yet. 24
  25. 25. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 25
  26. 26. OPTIMIZE your contentOn-Page SEOOff-Page SEO 26
  27. 27. ON-PAGE SEO Essentials Page Title Clean URL Headers & Content Description 27
  28. 28. Lessons fromWebsite Tips Based on Real Data 3,674,029 websites www.WebsiteGrader.com 28
  29. 29. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 29
  30. 30. Image credit: netzkobold
  31. 31. SHARINGSocial Media is caringThrough Email MarketingThrough Press Releases 31
  32. 32. CREATECONTENT fromcontent. Blog post you write today -> chapter in the eBook you publish later this month -> that you’ll Tweet about. 32
  33. 33. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 33
  34. 34. Analyze Results – Measure!Improve ProcessesReplicate Successes MEASURE & analyze 34
  35. 35. MEASURE & analyzesocial mediatraffic 35
  36. 36. YouTalk to customers ALREADY doCreate content these things.Measure 36
  37. 37. Don’t dip yourtoe in the water.
  38. 38. Jump in ALL THE WAY.
  39. 39. 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
  40. 40. Questions?
  41. 41. THANK YOU Janet Aronica Twitter.com/janetaronica Facebook.com/janetaronica Linkedin.com/in/janetaronica Jaronica@HubSpot.com www.HubSpot.com
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