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How Competitive Data
Fuels Your
Lead-Generation
#onlineBusiness
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
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
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
• How to use Competitive Intelligence to Motivate Prospects
Photos of Really, Really Scared People | © 2014 Colossal www.thisiscolossal.com
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
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
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
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
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
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
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
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
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
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?
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
Compare and Contrast with Purpose
DON’T…
INSULT CURRENT VENDORS
OVERSELL
OVERSTUFF
PACKAGE
Compare and Contrast with Purpose
DO…
SCARE WITH SHARE
TEACH WITH REACH
TALK CORNER OFFICE TALK
TELL A STORY IN PICTURES
Compare and Contrast with Purpose
1. DO… SPEAK SUCCESS IN THE VOICE OF
OTHERS
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
5 Charts Graphically Drive Prospects into Your Arms
1. Overview Organic
5 Charts Graphically Drive Prospects into Your Arms
1. Overview
5 Charts Graphically Drive Prospects into Your Arms
1. Overview Paid
5 Charts Graphically Drive Prospects into Your Arms
2. Domain VS Domain
Identify & Evaluate Paid Competitors
Common Keywords = Battle Zone
Common, Strong Competitors = Sweet Spot
Identify & Evaluate Paid Competitors
Identify & Evaluate Paid Competitors
Identify & Evaluate PLA Competitors – All KWs
5 Charts Graphically Drive Prospects into Your Arms
5. Won/Lost Keywords; Winners/Losers
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
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
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.
Questions?
Thank you!

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How Competitive Keyword Research Fuels Lead Gen

  • 1. How Competitive Data Fuels Your Lead-Generation #onlineBusiness
  • 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. 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. 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. • How to use Competitive Intelligence to Motivate Prospects Photos of Really, Really Scared People | © 2014 Colossal www.thisiscolossal.com
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Compare and Contrast with Purpose DON’T… INSULT CURRENT VENDORS OVERSELL OVERSTUFF PACKAGE
  • 18. Compare and Contrast with Purpose DO… SCARE WITH SHARE TEACH WITH REACH TALK CORNER OFFICE TALK TELL A STORY IN PICTURES
  • 19. Compare and Contrast with Purpose 1. DO… SPEAK SUCCESS IN THE VOICE OF OTHERS
  • 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. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview Organic
  • 22. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview
  • 23. 5 Charts Graphically Drive Prospects into Your Arms 1. Overview Paid
  • 24. 5 Charts Graphically Drive Prospects into Your Arms 2. Domain VS Domain
  • 25. Identify & Evaluate Paid Competitors Common Keywords = Battle Zone Common, Strong Competitors = Sweet Spot
  • 26. Identify & Evaluate Paid Competitors
  • 27. Identify & Evaluate Paid Competitors
  • 28. Identify & Evaluate PLA Competitors – All KWs
  • 29. 5 Charts Graphically Drive Prospects into Your Arms 5. Won/Lost Keywords; Winners/Losers
  • 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. 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. 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.