The Competitive Edge - Inbound Marketing and Competitive Analysis

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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.

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