The Competitive Edge - Inbound Marketing and Competitive Analysis

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In this free webinar you'll learn how social media listening is the first step in an inbound marketing plan for your business and how this relates to your competitive analysis efforts for marketing.

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The Competitive Edge - Inbound Marketing and Competitive Analysis

  1. 1. THE COMPETITIVE EDGE: Inbound Marketing and Competitive Analysis Eric Keating Janet Aronica Online MarketingInbound Marketing Manager Manager HubSpot | @JanetAronica Compete | @Compete
  2. 2. HOUSEKEEPINGSlides & Recording will be presented after webinarInteract with us using the Questions pane here or on TwitterHashtag for today: #compedge
  3. 3. I’m Janet. @JanetAronica… + (and stuff.)Marketing & Community atoneforty, now InboundMarketer at HubSpot http://bit.ly/Hub140 3
  4. 4. 1 How marketing is changing2 The importance of social media listening The steps for creating an inbound3 marketing plan4 Questions & answers
  5. 5. 750million USERS ON FACEBOOK. 5 Source: http://tcrn.ch/jwZAY1
  6. 6. 460,000Number of new Twitteraccounts created eachday. 6 Source: http://tcrn.ch/jwZAY1
  7. 7. 15 millionReviews of local businesses on Yelp. 7 Source: (Yelp) http://bit.ly/ilfcSc
  8. 8. 57% of internet users search the web each day 46%46% of those searchesare for products andservices. 8 Source: http://slidesha.re/qkcgy8
  9. 9. YOUR CUSTOMERS HAVE A VOICE. (And you should too.) 9
  10. 10. IT’S TIMETO RETHINKMARKETING 10
  11. 11. Inbound marketing is a fundamental shiftin how we relate to potential customers 11
  12. 12. vs.Outbound marketing Inbound marketing 12
  13. 13. • Direct Mail • Blogging• TV and Radio ads • Podcasts• Cold Calling • eBooks• Trade Shows • White Papers • Webinars • Photos • Videos 13
  14. 14. LISTEN FIRST 14
  15. 15. LISTEN for:Brand nameCompetitorsIndustry keywords 15
  16. 16. LISTEN HERE:Google AlertsTwitter searchesFacebookLinkedIn (LinkedIn Answers & Groups)Quora 16
  17. 17. How REALpeople talk. “Competitor + sucks” “I hate competitor” “Anyone know of a ______?” 17
  18. 18. Lead @repliescompetitor onTwitter“Hey, was doing some research andnoticed you were looking at a competitor.Can I help?” 18
  19. 19. ENGAGE Be responsive Be gracious Be consistent Use a personal tone 19
  20. 20. Livefyre vs.Disqus 20
  21. 21. Livefyre vs.Disqus 21
  22. 22. Livefyre vs.Disqus 22
  23. 23. MarkWestWineries 23
  24. 24. Answer questions with CONTENTCreate content that answers questions.Draw a line in the sand.They don’t care about you yet. 24
  25. 25. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 25
  26. 26. OPTIMIZE your contentOn-Page SEOOff-Page SEO 26
  27. 27. ON-PAGE SEO Essentials Page Title Clean URL Headers & Content Description 27
  28. 28. Lessons fromWebsite Tips Based on Real Data 3,674,029 websites www.WebsiteGrader.com 28
  29. 29. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 29
  30. 30. Image credit: netzkobold
  31. 31. SHARINGSocial Media is caringThrough Email MarketingThrough Press Releases 31
  32. 32. CREATECONTENT fromcontent. Blog post you write today -> chapter in the eBook you publish later this month -> that you’ll Tweet about. 32
  33. 33. GENERATE LEADSwith inboundmarketing QUALIFIED TRAFFIC Get Found Create Content Convert Optimize Promote SALES Analyze 33
  34. 34. Analyze Results – Measure!Improve ProcessesReplicate Successes MEASURE & analyze 34
  35. 35. MEASURE & analyzesocial mediatraffic 35
  36. 36. YouTalk to customers ALREADY doCreate content these things.Measure 36
  37. 37. Don’t dip yourtoe in the water.
  38. 38. Jump in ALL THE WAY.
  39. 39. Competitive Intelligence through Digital Insights • Where do I stand against my market/industry? • Who are my competitors attracting online? • What keywords are working for my competitors? • Where is my market’s traffic coming from? 39
  40. 40. Questions?
  41. 41. THANK YOU Janet Aronica Twitter.com/janetaronica Facebook.com/janetaronica Linkedin.com/in/janetaronica Jaronica@HubSpot.com www.HubSpot.com

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