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How Competitive Keyword Research Fuels Lead Gen

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SEMrush experts discuss competitive keyword research for SEO and SEM, specifically about how it can help marketers improve their ability to generate leads: phone calls and form fills. This presentation is one that you have to watch.

Motivate prospects using competitive intelligence to sell digital marketing and design services. Fear and desire are two key motivating factors.

Identify prospects using competitive intelligence. Search: Use both paid and organic.

Convirza is the first enterprise call marketing analytics and optimization platform. We combine traditional call tracking with the powerful analysis of phone calls. Convirza uses speech recognition technology and sophisticated algorithms to gauge lead quality, measure conversions, and take action with fully-baked marketing automation. We help sophisticated marketers make better decisions, improve close rates, and increase revenue.

Convirza is growing rapidly. We recently acquired a division of CallSource and changed our name from LogMyCalls to Convirza. We are headquartered in the Silicon Slopes of Utah with a satellite office in Agoura Hills, California.

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How Competitive Keyword Research Fuels Lead Gen

  1. 1. How Competitive Data Fuels Your Lead-Generation #onlineBusiness
  2. 2. Michael Stricker U.S. Marketing Director, SEMrush • Leading competitive research tool for digital marketing • Agency, sales support and digital marketing consultant • 100s of successful digital marketing campaigns • 1,000,000s of impressions for web-based businesses • Speaker: ClickZ Live, HEROconf, Etail, SMX East. • Author: blogs CIO.com, Business2Community, SEMrush.com Publications Philadelphia Inquirer and Philly Ad News. • Consulted: Enterprise Brands 2Modern, AeroPostale, BET, GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba
  3. 3. We'll show you how Competitive Research drives lead-generation and helps you build killer proposals. We'll demonstrate how to use SEMrush in the lead generation and selling process for higher conversions and revenue. (Stay to the end! Attendees get a free SEMrush 30-day trial) #onlineBusiness
  4. 4. Competitive Research for lead-gen and killer proposals • How to use Competitive Intelligence to Sell • Compare and Contrast with Purpose • 5 Charts that Graphically Motivate Prospects • Listen - Why It's Better to Help than to Sell • Inject Reputation, Local, Mobile into Proposals #onlineBusiness
  5. 5. • How to use Competitive Intelligence to Motivate Prospects Photos of Really, Really Scared People | © 2014 Colossal www.thisiscolossal.com
  6. 6. Competitive Research for lead-gen and killer proposals Motivate Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services 2. Desire • Success (Mate) • Eat (Consume) • Novelty (Play) 1. Fear • Competition (Get Eaten) • Shifting Markets (Get Lost) • Outmoded (Disappear) #onlineBusiness
  7. 7. Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence Look-Alike Marketing: Search – Paid and Organic • Domains (many Shared Keywords) • Brand terms and Product Names and SKUs (PLA) (find competitors using other brand names in ads and content) #onlineBusiness
  8. 8. Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence Look-Alike Marketing: Search – Paid and Organic • Keywords (a semantic method of detecting similarity AND Content Superiority) • Niche (related by keywords SimilarWeb, SEMrush, others) #onlineBusiness
  9. 9. Competitive Research for lead-gen and killer proposals Motivate Prospects Using Competitive Intelligence Search – Competitive Landscapes • Motivate by Traffic (Traffic Share for high-monthly-volume Keywords) (Results-based technique: who is most effective competitor?) • Motivate by Organic Traffic Cost (Cost of Traffic if Paid) (Results-based technique: who is most efficient competitor?) • Competitors using their brand name in ads and content #onlineBusiness
  10. 10. Competitive Research for lead-gen and killer proposals Identify & Motivate Using Competitive Intelligence Paid Search, Smart Marketers Budget VS Traffic (Smart marketers: cost/traffic unit to measure effectiveness and efficiency, look for keywords up, traffic up, spend down) Overall Budget (Biggest AdWords spenders in a category, region, industry, overall, or rapidly increasing budgets) #onlineBusiness
  11. 11. Competitive Research for lead-gen and killer proposals Identify & Motivate Using CompetitiveIntelligence PLAs – Google Shopping Ads (Paid) The highest-converting paid ads for merchandisers (WalMart shifted 80% of their ad budget to this vehicle) Some etail competitors invest in this, exclusively, and so their scale of operations, number of products / keywords might escape notice Filter by Brand, Product Name, features #onlineBusiness
  12. 12. Competitive Research for lead-gen and killer proposals Identify & Motivate Using Competitive Intelligence Local SEO / Mobile Search Position Tracker Ranking, volume and traffic for domains and their competitors by: Location (national, state or city level); Device (smartphone, tablet or desktop; trends starting at inception, over time) Detect even national firms that dominate local ad markets with spending very difficult to detect at the national level. #onlineBusiness
  13. 13. Competitive Research for lead-gen and killer proposals Identify & Motivate Using Competitive Intelligence Social Networks of value (business type, market demographics; Topsy, SocialMention, Mention, SocialCrawlytics, SocialBakers.com) Networks of scale (Followers and growth rates; Radian6, Sysomos, Meltwater) Engagement (activation including sharing, RTs, conversations; FollowerWonk, SocialCrawlytics, new Bitly Audience Metrics, BuzzSumo) #onlineBusiness
  14. 14. Competitive Research for lead-gen and killer proposals Identify & Motivate Using Competitive Intelligence Content Types Form – (what formats are attracting the most shares? BuzzSumo) Headlines -- (what titles are commanding the highest CTR and readership? BuzzFeed, Mashable, HuffPost) #onlineBusiness
  15. 15. Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence to Sell Digital Marketing and Design Services Custom Reports CUSTOMREPORTS–Derivebigdata • SEMrush • entire industries, product or brand names, • every single keyword for which Amazon ranks; • every non-branded keyword invested by WalMart; • every single AdWords spender in a given nation with budget >$X?
  16. 16. Competitive Research for lead-gen and killer proposals Identify Prospects Using Competitive Intelligence Appending Contacts Enables you to import contact data from webpages or Email into the CRM. KiteDesk ZoomInfo Fliptop Full Contact Netprospex Nimble Email Hunter BuzzStream
  17. 17. Compare and Contrast with Purpose DON’T… INSULT CURRENT VENDORS OVERSELL OVERSTUFF PACKAGE
  18. 18. Compare and Contrast with Purpose DO… SCARE WITH SHARE TEACH WITH REACH TALK CORNER OFFICE TALK TELL A STORY IN PICTURES
  19. 19. Compare and Contrast with Purpose 1. DO… SPEAK SUCCESS IN THE VOICE OF OTHERS
  20. 20. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview 2. Domain VS Domain 3. Organic, Paid Ads Competition 4. PLA 5. Winners/Losers; Chart
  21. 21. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview Organic
  22. 22. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview
  23. 23. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview Paid
  24. 24. 5 Charts Graphically Drive Prospects into Your Arms 2. Domain VS Domain
  25. 25. Identify & Evaluate Paid Competitors Common Keywords = Battle Zone Common, Strong Competitors = Sweet Spot
  26. 26. Identify & Evaluate Paid Competitors
  27. 27. Identify & Evaluate Paid Competitors
  28. 28. Identify & Evaluate PLA Competitors – All KWs
  29. 29. 5 Charts Graphically Drive Prospects into Your Arms 5. Won/Lost Keywords; Winners/Losers
  30. 30. Listen - Why It's Better to Help than to Sell 1. Outbound - Cold-calling, gatekeepers, lukewarm response, blocking INTRUSIVE, IMPERSONAL, INTERRUPTIONAL, HIGH-BUDGET AND LABOR-INTENSIVE
  31. 31. Listen - Why It's Better to Help than to Sell 1. Inbound - Issue/Problem, Search, Website/Blog, Content/Nurturing, close HELPFUL, RELEVANT, INTERCEPTION, RELATIONSHIP- OR PERMISSION-BASED, 24/7/365, LARGELY AUTOMATED CHEAPER, MORE PRODUCTIVE
  32. 32. Offer http://bit.ly/SEMRUSHFREE30-CONVIRZA FREE 30-Day Trial SEMrush Guru Plan. Activate before July 22, 2015! Credit Card and Email required. No payments due for 30 days. If not fully satisfied, contact SEMrush before Trial ends. NEW USERS ONLY.
  33. 33. Questions?
  34. 34. Thank you!

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