5 Steps to Online Marketing Success Presentation Karen Costa SES 2011

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

5 Steps to Online Marketing Success Presentation Karen Costa SES 2011

by Compete

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