5 Steps to Online Marketing Success Presentation Karen Costa SES 2011
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5 Steps to Online Marketing Success Presentation Karen Costa SES 2011

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Website Magazine from webinar on May 19th, 2011 hosted by Karen Costa on the 5 steps to online marketing success using competitive intelligence.

Website Magazine from webinar on May 19th, 2011 hosted by Karen Costa on the 5 steps to online marketing success using competitive intelligence.

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5 Steps to Online Marketing Success Presentation Karen Costa SES 2011 5 Steps to Online Marketing Success Presentation Karen Costa SES 2011 Presentation Transcript

  • 5 Steps to Online Marketing Success Using Competitive Intelligence
    A beginner’s guide to competitive intelligence
    Presented by: Karen Costa
    Online Marketing Specialist compete.com
  • What is competitive intelligence?
    About Compete and Compete’s Data
    5 Simple Steps to Online Marketing Success
    Brief Q&A
    Agenda
  • The action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and any aspect of the environment needed to support executive s and managers in making strategic decisions for an organization.
    What’s Competitive Intelligence?
  • each month Compete’sOnline Consumer Panel measures2 million US online consumers
  • Compete & Local AnalyticsWhy the numbers aren’t exactly the same…
    Compete tracks actual users versus individual pages on websites.
    Compete’s numbers are unaffected by cookie deletion & non-human behavior
    Both technologies have strengths and weaknesses but compliment each other to help you get a better understanding of your competitor’s online strategy.
  • How can you add value to your business with Compete PRO?
  • Step 1: Formulate a Strategy & Know the Competition
    Create a timeline for yourself and your competitive set
    Product releases
    Industry news
    Events
    Correlate these events with shifts in site performance.
    Industry trends
    Seasonal changes
    Campaign performance
    http://www.flickr.com/photos/eivindw/
  • Benchmark
    Create Competitive Sets
    • Competitors large & small
    • Keep an eye out for break-out competition
    Identify Industry Leaders
    • Who had success in site engagement & popularity
    Look for the “Why”
    • New product offerings
    • Higher engagement
    • Marketing Efforts
    http://www.flickr.com/photos/ tambako/
  • Investigate
    Strategy Dive Deep for Top Performing Competitors
    Subdomain Activity
    Search Activity
    Traffic Referrals
    Identify the root of your competition's stellar performance using compete’s tools.
    http://www.flickr.com/photos/loungerie/
  • Take Action
    Finding areas of opportunity with compete metrics
  • Step 2: Understand Your Competitors’ Search Analytics
    Dig yourself out of the keyword rut
    Take advantage of search work tested & implemented by your competitors
    http://www.flickr.com/photos/loungerie/
  • Search Analytics- what can we see?
    • Daily Search Referrals
    • Keywords
    • Search Referral Share
    • Paid Share
    • Average Time Index
    • Total Time Index
    • Export as CSV
    • Natural Share
  • Step 3: Copying is a form of flattery
    Uncover where your competition is getting traffic & where that traffic leaves after visiting
    Build relationships with similar partners (affiliates, advertisers, bloggers, influencers)
    http://www.icanhascheezburger.com
  • Prospecting
    Find the right partners, publishers & clients using thorough qualification tactics
    Spend more time perusing and less time qualifying
    http://www.flickr.com/photos/mauricekoop/
  • Referral Analytics
    Uncover where your competition is getting traffic & where that traffic leaves after visiting
    http://www.flickr.com/photos/lfodness/
  • Step 4: Fix your leaky buckets
    Create conversion funnels
    Identify where customers drop off using destination traffic reports to find out where users go after they leave your site
    http://www.flickr.com/photos/44442915@N00
  • Recapture lost leads so business can bloom
    Create conversion funnels
    Identify where customers drop off using destination traffic reports to find out where users go after they leave your site
    Reward customers for coming back and bringing other new customers with loyalty programs
    http://www.flickr.com/photos/44442915@N00
  • Step 5: Stay on top
    Frequent checkups help ensure your website stays healthy. Monitor your benchmarks and KPI’s regularly.
    Integrate competitive intelligence as part of your online marketing strategy.
    http://www.flickr.com/photos/helga/
  • Lather, Rinse, Repeat
    Like any online marketing strategy, there is no simple fix.
    Arm your organization with tools to succeed. Competitive intelligence complements all analytics packages.
    http://www.flickr.com/photos/flashpro
  • Time for Q&A.
    Questions?
  • Thank you!
    For questions, contact kcosta@compete.com
    Presented by: Karen Costa
    Online Marketing Specialist compete.com