In this deck I look at a number of elements to consider when conducting market research.

3. Everything to know about
market research

4. What we’ll cover
How to understand your position online
How you stack up against your competitors
How to target your customers effectively

5. How to understand your
position online

6. Brand authority
Organic search & digital presence
• Web content – blogs, articles, guides, infographics, video etc
• Social media
• Email marketing
• PR & digital PR
• SEO
• Reviews
You can measure your digital brand authority by taking stock of the
relevant industry keywords for which your site ranks, along with your
brand's coverage in authoritative publications.

7. Brand authority
Useful tools:

10. Organic keywords

11. How you stack up against your
competitors

12. Competitor checks
• Web content – blogs, articles, guides, infographics, video etc
• Social media
• Email marketing
• PR & digital PR
• SEO
• Reviews
• Paid activity
• Brand name mentions

16. How to target your customers
effectively

17. Utilise the information you already have on your existing audience and customers,
to create personas for your brand.
Consider the following:
1. Who is currently purchasing your products or services?
2. Why are other people not buying from you?
3. What general trends are affecting these people’s lives at the moment?
4. Why would they buy from you? What need do they want to satisfy?
5. Who is your real competition?
6. What image do people have of your brand vs. your competitors?
7. What do they think about the different aspects of your product and service?
8. What improvements could be made to meet people’s needs even better?
9. What is the single most important benefit your brand should be seen to be
offering?
10. How can you best communicate that benefit to the people you’re interested in
attracting?
Personas

18. The buying cycle
Everyone searches differently, but the
buying cycle remains the same.
It takes on average 8 touches to
convert a new customer.
It takes an omnichannel marketing strategy to provide a seamless user experience
across all channels relevant to the buyer's journey, including:
-Social media
-Email
-Blogs
-News articles & industry publications
-Company website
-Events
-Push notifications
-Reviews & testimonials

19. Social platforms
What is the age demographic or their users?
Network Most Popular Age Demographic
Facebook 25 - 34
Instagram 25 - 34
Google 18 – 44 (45 – 64 people moved to
Bing), 65+ was Yahoo
YouTube 25 – 34 although still very mixed
Twitter 35 - 49
Snapchat 15 – 25 years
Tik-tok 16 – 24 years

20. Use the Facebook
library
Use other ads for inspiration
• Search for competitors or highly
successful brands running ads
• Use their ad copy and images as a
starting point.
• https://www.facebook.com/ads/library/

21. Customer surveys

22. Any questions?

23. Get in touch
hello@quibblecontent.co.uk
@QuibbleDigital
@Quibble.Digital @Quibble
@Quibble.Digital