The webinar, led by Vicky Lawrence, focuses on analyzing customer and competitor conversations to enhance content strategy. It emphasizes understanding customer needs through online interactions and monitoring competitors to identify content opportunities. Gshift's software tools are highlighted for tracking conversations, social networks, and backlink strategies to improve engagement and content creation.

1. Customer and Competitor
Conversations and Analysis
with

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. 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. 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. 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. 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. 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. 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. 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. 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. How to Find Your Customers…
View were /
who your
backlinks are
coming from
Backlinks to YOUR Site…

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. 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. 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. 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. 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. 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. 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. 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. 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. Remember…
You are not looking to re-invent
“the wheel”…just
MAKE IT BETTER!

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. 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. 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. 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