5 Steps to Online Marketing Success Using Competitive Intelligence<br />A beginner’s guide to competitive intelligence<br ...
What is competitive intelligence?<br />About Compete and Compete’s Data<br />5 Simple Steps to Online Marketing Success<br...
The action of defining, gathering, analyzing, and distributing intelligence about products, customers, competitors, and an...
each month Compete’sOnline Consumer  Panel measures2  million  US online consumers<br />
Compete & Local AnalyticsWhy the numbers aren’t exactly the same…<br />Compete tracks actual users versus individual pages...
How can you add value to your business with Compete PRO?<br />
Step 1: Formulate a Strategy & Know the Competition<br />Create a timeline for yourself and your competitive set <br />Pro...
Benchmark<br />Create Competitive Sets<br /><ul><li>Competitors large & small
Keep an eye out for break-out competition</li></ul>Identify Industry Leaders<br /><ul><li>Who had success in site engageme...
Higher engagement
Marketing Efforts</li></ul>http://www.flickr.com/photos/ tambako/<br />
Investigate<br />Strategy Dive Deep for Top Performing Competitors<br />Subdomain Activity<br />Search Activity<br />Traff...
Take Action<br />Finding areas of opportunity with compete metrics<br />
Step 2: Understand Your Competitors’ Search Analytics<br />Dig yourself out of the keyword rut<br />Take advantage of sear...
Search Analytics- what can we see?<br /><ul><li>Daily Search Referrals
Keywords
Search Referral Share
Paid Share
Average Time Index
Total Time Index
Export as CSV
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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.

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5 Steps to Online Marketing Success Presentation Karen Costa SES 2011

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