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Customer and Competitor
Conversations and Analysis
with
Today’s Presenter
 Vicky Lawrence
 Client Success Manager
 B.Sc., 8 Years Pharma
(Quality/Engineering Role), 3
Years B2...
Agenda
In this webinar we will cover:
 The definitions of online conversations and how to analyze your
customer conversat...
Conversations Are Everywhere But…
WHAT ARE THEY?
They are conversations that help you
LEARN about WHAT your customers real...
How Google “SEES” Conversations
Pretty Web
Site Content
Focused on
Showcasing
Products &
Brands
Best Answer for a
Single Q...
Where Are Your Customers?
Then go find them using:
 Social Networks – followers /
social signals
 Backlinks coming to yo...
How To “HEAR” Customers Online
gShift’s Software is capable of providing many insights
into these conversations using…
 K...
The gShift Related
Searches are the
same as what you
see in Google AND
Bing Related
Searches
The gShift difference is…you ...
gShift – Top 50 Search Results
Focus Keyword
Top 50 Search
Engine Results
Search Engine
Follow Your Off Site
Pages or Comp...
gShift – Social Keyword Research
Twitter
Social
Keyword
Research
Module
Focus Keyword
Associated
Keywords with
Tweets that...
How to Find Your Customers…
View were /
who your
backlinks are
coming from
Backlinks to YOUR Site…
How to Find Your Customers…
Backlinks to YOUR Competitors Site…
Look at your
competitor
backlinks…are
there any
forums,
ar...
How to Find Your Customers…
Social Networks…
If you have
completed your
Customer
Persona, you
should have an
idea what TYP...
How to Find Your Customers…
Search Queries to find Customer Discussions…
FORUMS (in Your Industry / Niche)
“your keyword” ...
Now that you know what your customers
PROBLEMS are, it’s time to
UNCOVER what your
• COMPETITORS are doing
right and Do It...
Competitor Conversations
How to obtain Strategic Content insights…
gShift Software
 Social Keyword Research
 Top 50 Sear...
Tracking and Monitoring Your
Competitors
How to identify Potential Content opportunities
gShift Software
 Competitor Over...
What You Are Looking For…
 Keywords your competitors are framing their content around
 Content that has received high en...
How To Use This Information…
Now that all of your research is done (for now) it’s time to
take action!
You may have discov...
Connect The Dots
 Make sure you have a Social Presence where your
competition and customers are highly engaged.
 Choose ...
Remember…
You are not looking to re-invent
“the wheel”…just
MAKE IT BETTER!
You Don’t Know What You Don’t Know
But…Here are Concepts you NOW Know
 Quality over Quantity – this goes for content,
bac...
Want More?
Each of the 4 areas covered today:
 Customer Conversations
 Customer Presence
 Competition Conversations
 C...
Refer a Friend
 Take advantage of our Referral Program
 Refer a friend and you can earn 10% for
the balance of 2014 vs 5...
Questions and Answers
We will have a quick question and answer period right now and I
will respond to the best of my abili...
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Customer and Competitive Conversation and Analysis

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Published on

In this webinar we will cover:

The definitions of online conversations and how to analyze your customer conversations.

How to uncover where your customers are engaging and what key questions or concerns your content should address.

How to examine conversations taking place around your competition and obtain strategic content insights.

How to track and monitor your competitors online presence to identify potential content opportunities.

Published in: Marketing
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Customer and Competitive Conversation and Analysis

  1. 1. Customer and Competitor Conversations and Analysis with
  2. 2. Today’s Presenter  Vicky Lawrence  Client Success Manager  B.Sc., 8 Years Pharma (Quality/Engineering Role), 3 Years B2B Industrial Sales, Entrepreneur, and Online Marketing Expert  Random Fact:  No, I really wasn’t part of the cast of the Carol Burnett show…
  3. 3. Agenda In this webinar we will cover:  The definitions of online conversations and how to analyze your customer conversations  How to uncover where your customers are engaging and what key questions or concerns your content should address.  How to examine conversations taking place around your competition and obtain strategic content insights.  How to track and monitor your competitors online presence to identify potential content opportunities. • Questions & Answers
  4. 4. Conversations Are Everywhere But… WHAT ARE THEY? They are conversations that help you LEARN about WHAT your customers really want…. SOLUTIONSto their PROBLEMS! Your Customers are going online because they are SEEKING somebody somewhere that can help them…THIS is WHY you need to get in tune with what they are talking about….but HOW?
  5. 5. How Google “SEES” Conversations Pretty Web Site Content Focused on Showcasing Products & Brands Best Answer for a Single Question What Content Answers That Single Question? Google doesn’t showcase brands Google answers questions
  6. 6. Where Are Your Customers? Then go find them using:  Social Networks – followers / social signals  Backlinks coming to your site  Backlinks to your competitors site  Off Site Pages such as Review Sites, Q&A Sites Create a Persona for your customer(s) with as much information as possible… Title Time in Job Works Directly With Daily Tasks Responsibilities Likes / Dislikes about Job Frustrations Pressures Concerns Needs Role in Buying Process Buying Stage Drivers (i.e. cost, benefits) To find your customers you first need to know WHO they are…
  7. 7. How To “HEAR” Customers Online gShift’s Software is capable of providing many insights into these conversations using…  Keyword and Related Search function  Social Keyword Research  Top 50 Search Engine Results for each Keyword You are Following What to “Listen” for…  Questions they are asking  Problems they need to have solved  Displeasure or Pleasure of what your competitor has done  Reviews of similar products
  8. 8. The gShift Related Searches are the same as what you see in Google AND Bing Related Searches The gShift difference is…you can easily check the search terms and follow your web presence performance for them… gShift - Related Search Function
  9. 9. gShift – Top 50 Search Results Focus Keyword Top 50 Search Engine Results Search Engine Follow Your Off Site Pages or Competitor Pages Easily gShift allows you to quickly uncover top ranking content for each keyword you are following
  10. 10. gShift – Social Keyword Research Twitter Social Keyword Research Module Focus Keyword Associated Keywords with Tweets that contain the focus Keyword Eg: Mobile content marketing + strategy are mentioned within 394 tweets
  11. 11. How to Find Your Customers… View were / who your backlinks are coming from Backlinks to YOUR Site…
  12. 12. How to Find Your Customers… Backlinks to YOUR Competitors Site… Look at your competitor backlinks…are there any forums, articles, Q&A sites etc?
  13. 13. How to Find Your Customers… Social Networks… If you have completed your Customer Persona, you should have an idea what TYPE of social networks they are “hanging out’ on
  14. 14. How to Find Your Customers… Search Queries to find Customer Discussions… FORUMS (in Your Industry / Niche) “your keyword” + powered by vbulletin “your keyword forum” “your keyword” + “board” QUORA This is a souped up version of Yahoo Answers. Quora is an amazing topic generator because of its robust upvote system. When dozens of people upvote a question, it tells you one very important thing: People want to learn more about that topic. BUZZSUMO This is an awesome tool that does something very cool: Finds content that’s already performed well.
  15. 15. Now that you know what your customers PROBLEMS are, it’s time to UNCOVER what your • COMPETITORS are doing right and Do It Better!
  16. 16. Competitor Conversations How to obtain Strategic Content insights… gShift Software  Social Keyword Research  Top 50 Search Engine Results  Following Off-Site Pages  Backlinks Additional Methods  Review Competitor Social Properties and see how they are engaging with their customers  Discover what content they get the most engagement with
  17. 17. Tracking and Monitoring Your Competitors How to identify Potential Content opportunities gShift Software  Competitor Overview and Rankings  Top 50 Search Engine Results  Off-Site Pages  Backlinks Additional Methods  Social Presence  Authority Discovery
  18. 18. What You Are Looking For…  Keywords your competitors are framing their content around  Content that has received high engagement from their “customers”  Customers that are “influential” and frequently share your competitors content  Ideas you can use to create even better content than your competitor  What social channels are working best for your competitor  Backlink opportunities from sites that link to your competitors content
  19. 19. How To Use This Information… Now that all of your research is done (for now) it’s time to take action! You may have discovered what you originally “Thought” your customer wanted is NOT actually what they are “Looking” for…
  20. 20. Connect The Dots  Make sure you have a Social Presence where your competition and customers are highly engaged.  Choose popular and high ranking articles and content relevant to your product or service that you will provide the RIGHT answers to your customers questions.  Create an EPIC piece of content around this.
  21. 21. Remember… You are not looking to re-invent “the wheel”…just MAKE IT BETTER!
  22. 22. You Don’t Know What You Don’t Know But…Here are Concepts you NOW Know  Quality over Quantity – this goes for content, backlinks, and all other things online.  Always look to add VALUE with your content, customers do NOT like to be SOLD to!  Know Thy Customer and give them what THEY want, not what you THINK they want.
  23. 23. Want More? Each of the 4 areas covered today:  Customer Conversations  Customer Presence  Competition Conversations  Competition Presence Will be further broken down with more details in our 4 part blog series titled: “Create Smarter Content” View Part 1 of the Series Here: http://www.gshiftlabs.com/create-smarter-content-researching-customer-conversations
  24. 24. Refer a Friend  Take advantage of our Referral Program  Refer a friend and you can earn 10% for the balance of 2014 vs 5%!  You can read about it more here http://www.gshiftlabs.com/partners-2/referral/
  25. 25. Questions and Answers We will have a quick question and answer period right now and I will respond to the best of my ability If you have any questions after today’s webinar you can email me at: vicky.lawrence@gshiftlabs.com @VickyDoesSEO on Twitter

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