The document provides an agenda and overview for assessing a competitor's digital strategy and online presence. It discusses evaluating a competitor's website aesthetics, content, search engine optimization, social media usage, traffic sources, and "Who is" data. The presenter is identified as the president and founder of an internet marketing firm who is self-taught in web design, SEO and social media with successful experience growing companies online.

1. DIGITAL
STRATEGY
October 24th, 2011

2. WHO AM I AND
WHY AM I HERE?
 President and founder of
internet marketing firm
 Self-taught expertise in web
design, SEO and social media
 Passionate about internet
marketing
 True believer in the power of
the internet
 Feel very blessed for not
having to actually use the
accounting knowledge I
obtained in college
 Marketing is about karma
October23,2011
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3. DO I REALLY KNOW
WHAT I TALK ABOUT?
 The Fluff Answer
 Highlighted in major websites and magazines
 Featured on launch of Detroit2020
 Utilized by Wired Magazine for SEO and social media
expert
 The Real Answer
 Grew prior company’s sales 400% in two years
 Successfully launched start-up in recession
 Salary was over $100k within first year of launch
 Priced well higher than competition
 Firm is always at maximum capacity and adding staff
 Can outperform large companies like Microsoft and SAP
 Marketing efforts are copied by large firms with huge
budgets and staffs
October23,2011
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4. AGENDA
 Assessing Your Competitor’s Objectives and
Target Audience
 Components of a Digital Review
 Assessing Your Competitor’s Online Presence
 Website Aesthetics and Content
 Search Engine Optimization
 Social Media Usage
 Custom Reviews
 Traffic and Sources of Traffic
 Graders
 “Who Is” Data
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5. WHAT ARE YOUR COMPETITOR’S
OBJECTIVES ONLINE?
 Increased branding
 Increased exposure to industry influencers
 Referral traffic to website
 Search engine optimization
 Increased event attendance and/or ROI
 New leads, prospects or sales
 Better interaction with existing clients
 Awareness of internet chatter (+ and -)
 Enhanced community involvement
 Improved employee loyalty and retention
 Reputation management
 Locate partners or resellers or franchisees
 Court investors and obtain funding
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6. WHAT AUDIENCE IS YOUR
COMPETITOR TARGETING?
 New prospects
 Existing customers
 Media
 Bloggers
 Prospective employees
 Prospective franchisees
 Local community
 Industry influencers and thought leaders
 Competitors
 Existing or future partners
 Potential investors
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7. October23,2011|PresentedbyWebSavvyMarketing
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8. A LARGE VARIETY OF WEB
PROPERTIES ARE AVAILABLE
 Search engines
 Social networks
 Blog communities
 Microblogs and feeds
 Groups and forums
 News, bookmark, and tagging websites
 Location and review websites
 Documents, wikis, and presentations
 Videos, podcasts, image websites
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9. START WITH THE WEBSITE
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10. START WITH THE WEBSITE
 Consider the esthetics, functionality and
content as if you were a regular visitor
 Does it look 2011 or circa 1975?
 Is information easy to locate?
 Is it cross browser compatible?
 Are there clear call to actions?
 Is social media integrated and easily found?
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11. WHAT’S INSIDE?
SEARCH PAGES WITHIN URL
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 Lots and lots of
content
 Poor content
structure for search
engines
 Lack of unique meta
date is confusing
Google and
produces poor
results in Google
 Poor user
experiences

12. DOES YOUR COMPETITOR HAVE
ANY ON-PAGE SEO?
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Keyword Focus = Start a Business

13. DOES YOUR COMPETITOR HAVE
ANY ON-PAGE SEO?
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Keyword Focus = Should be “Body Blends”

14. DOES YOUR COMPETITOR HAVE
ANY OFF-PAGE SEO?
 Optimize social media and community activities
 Augment blogging to maximize reach and inbound
links
 Manage directory submissions
 Optimize social bookmarking
 Obtain quality and targeted inbound links
 Local search listing submissions and optimization
 Press release copy, optimization, and distribution
 Pursue and/or write guest article or blogging
opportunities
October23,2011
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15. COMPARE ONE COMPANY TO
MULTIPLE WEBSITES
Company
Indexed
Pages on
Google
Inbound
Links Per
Google
URL
References
on Google
Monthly
Traffic Per
Compete
Amway 338,000 671 1,980,000 581,221
Shaklee 5,580 132 141,000 51,791
Avon 549,000 291 1,040,000 2,116,259
Scentsy 329 146 21,400 278,987
October23,2011
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16. IS THERE A MARKETING
CHAMPION PRESENT?
 Organizations need a champion
 The champion is not necessarily the lead, it is
the main face of the organization the internet
 Find the champion and you will find a lot out
about the competitor simply by watching the
champion’s online activities
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ERP WordPress

17. DOES YOUR COMPETITOR USE
USER-GENERATED CONTENT?
 Blog posts – their posts or others
 New apps and tools
 Articles and white papers
 Events – upcoming or past
 Recommendations
 Thank you’s and reviews
 Promotions
 Discounts or coupons
 Videos or podcasts
 Thoughts or comments
October23,2011
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18. JUST ASK GOOGLE
GENERIC SEARCH FOR NAME
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19. JUST ASK GOOGLE
SEARCH LINKS TO MAIN URL
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20. DON’T BE THAT GUY. SOCIAL
MEDIA IS NOT FOR EVERYONE.
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21. DOES THE COMPETITOR USE
SOCIAL MEDIA BEST PRACTICES?
 Believes in social karma
 Uses Friday Follow (#FF) Twitter and Twitter
hashtags properly
 Tweets or shares own content less often than other
people’s content
 Thanks people who RT’s content or post comments
that are positive
 Doesn't automatically post between Twitter and
Facebook as it is both confusing
 Utilizes a real company page (not profile) on
Facebook
 Has a vanity URL on Facebook
 Has a custom welcome page on Facebook
 Has fans (yes you read that correctly)
October23,2011
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22. DOES THE COMPETITOR USE
SOCIAL MEDIA BEST PRACTICES?
 Likes links and shares content on Facebook
 Likes related pages on Facebook
 Utilizes a real company page (not profile) on
LinkedIn
 Completes LinkedIn company profile by adding
services and products
 Uses a company logo and avatars correctly
 Posts events to Facebook and LinkedIn
 Understand that four tweets per day is okay, but
four Facebook posts per day is not
 Embrace competition on Twitter, Facebook, and
LinkedIn
 Never send sales pitches through Twitter DMs,
LinkedIn email, and Facebook messages
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23. DOES THE COMPETITOR USE
SOCIAL MEDIA BEST PRACTICES?
 Encourage employees to use social media, but
empower them with instruction, best practices,
and tools
 Never drops the f-bomb or uses profanity
 Promptly takes responsibility of errors or
mistakes
 Understands the power of an RSS feed
 Gets digital is more than words and that
images and videos are great for generating
buzz
 Has social links readily available on website
 Includes social media links in email signatures
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24. COMPARE SOCIAL MEDIA
ACTIVITY OF THE COMPANIES
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Company
Facebook
Fans
Twitter
Followers
LinkedIn
Followers
Klout
Score
Amway 98,712 19,500 6,795 52
Shaklee 10,516 623 2,059 49
Avon 481,592 24,379 30,822 60
Scentsy 407,975 14,850 1,837 63

25. HIGH QUALITY FACEBOOK PAGE
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Custom logo image
Custom welcome tab
Good use of Facebook apps
There are actual fans
List of page likes and
customized view
Wall is updated and
comments moderated

26. AN OKAY TWITTER PAGE
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Avatar (no egg)
Full bio with hashtags and URL to website
Good mix of following, followers, and listed by others
Good use of Lists for to enhance search and Twitter karma
Has strong and positive references and mentions

27. LINKEDIN COMPANY PAGE
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28. DOES YOUR COMPETITOR HAVE
SOME SOCIAL KLOUT?
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29. DON’T DISMISS REVIEWS
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30. TRAFFIC SOURCES
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31. GRADERS
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32. “WHO IS” DATA
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33. RESOURCES
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 Google Search
 Google Alerts
 Complete.com
 Klout.com
 Peerindex
 SpyFu.com
 Grader.com
 SEOmoz Toolbar
 Who.is
 e-dns.org

34. CONNECT WITH ME ONLINE
Linkedin.com/in/RebeccaGill
Facebook.com/RebeccaGill
Facebook.com/WebSavvyMarketing
Twitter: @WebSavvyMrkting
Google+: http://gplus.to/RebeccaGill
October23,2011
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