1. How to discover marketing channels and specific activities that bring leads to your competitors 2. What exactly the guys from AppsterHQ do to get Startups and Enterprises leads - PPC budgets and keywords - SEO activities - Most successful blog posts

1. How To Take The Best of Marketing
Strategies of Your Competitors
[On The Example of AppsterHQ]

2. Who am I?
• Co-founder at Kraftblick
• Software marketing specialist (my specialization
is marketing strategy/action plans/competitor
research)
• I help both custom software and product
companies with problem solving in marketing,
ideas generation, and implementation.

3. Problem 1: How to sell to both startups
and enterprises
Startups Enterprises

4. Problem 2: How to deal with top-of-the-
funnel leads
Yes, I want an
Uber for
hamsters.

5. Problem 3: How to get a stable flow of
qualified leads

6. Solution: Analyze the Competitors

7. The Goal: To fill in the marketing backlog with the
tasks fixing these problems

8. Usually we analyze 5-10 competitors for
each problem

9. But we don’t have enough time. So let’s
talk about

10. Why Appster
Most of the team
members leave in
India, but hourly rate
is $50-$99 according
to Clutch

11. Problem 1: How to sell to both startups
and enterprises

12. Solution: Create separate website sections

13. Solution: Create separate website sections

14. Different color scheme

15. Different Headings
Appster is the mobile economy partner of
choice for challenger brands.
We’ve Helped Build Over 12 Multi-Million
Dollars Startups in the Last Few Years

16. Different Call To Actions

17. Different Services

18. Different Services

19. What we can do (next steps)
1) Create a separate “enterprise app development” landing page
2) Create a separate “app development for startups” page

20. Problem 2: How to deal with top-of-the-
funnel leads

21. Let’s look at their services more carefully

22. Oh, wait. It looks they have covered the
whole funnel
Idea
Requirements
Development
Support

23. For example: here is the usual process of
dealing with top-of-the-funnel leads
“Brilliant
Idea”

24. For example: here is the usual process of
dealing with top-of-the-funnel leads
“Brilliant
Idea”
“All requirements are
obvious”

25. For example: here is the usual process of
dealing with top-of-the-funnel leads
“Brilliant
Idea”
A lot of time &
money on a presale
No Contract
“All requirements are
obvious”

26. Or:
“Go find XXX dollars and then let’s
talk”

27. And here is how Appster deals with it:

28. How much do they charge?
Source: https://cdn2.hubspot.net/hub/355117/file-2108627833.pdf

29. Ok, let’s add a new task to our backlog
Design a concept of a new product “Idea Validation Strategy
Session” (=charge for the creation of a requirements
specification) and try to sell it to top-of-the-funnel leads.

30. Problem 3: How to get a stable flow of
qualified leads

31. At first sight…
A typical company...selling their services somehow…

32. But after enabling Sherlock Holmes mode
• Their monthly organic traffic is around 15,000
visitors/month
• They get most of the organic traffic coming to their blog
• They use AdWords. Their budget is around $14,000

33. But after enabling Sherlock Holmes mode
 They use Remarketing campaigns offering free
consultations to visitors who have left the website
 They are Diamond Clutch Sponsor spending around
$9000 for at least two years

34. How did we get there?

35. AdWords strategy: Budget

36. AdWords strategy: Budget

37. AdWords strategy: Budget

38. What about Ad text copy?

39. What about remarketing?
Let’s install Google
Tag Assistant Chrome
Extension

40. What kind of banners do they use?

41. Let’s check out the latest ad creative
https://www.adbeat.com/free/profile-search/appsterhq.com

42. Directories: Clutch

43. How much does it cost?

44. Diamond Sponsors: July 4, 2017

45. Clutch Sponsorship Conclusion:
Appster considers it’s worth it

46. What about other directories?

47. G2Crowd: Appster Uses Sponsorship

48. GoodFirms: they don’t Use Sponsorship

49. BTW: that’s how search
results for “mobile app
developers” keyword are
looking like in the US

50. Organic traffic

51. Organic Traffic (Google etc.)

52. Organic Traffic Top pages

53. Conclusion: Most of the organic traffic – from
the blog

54. Interesting Keywords

55. Blog strategy changed
Former strategy:
Blog post -> Bottom-of-the-funnel content (e-books)
Current strategy:
Blog post -> No BoFu content -> Contact us page

56. Why we think so (Leadpages)

57. Why we think so (HubSpot). A
visitor clicks…

58. … and the “Expired Account” Page gets
opened

59. Geo Keywords

60. And Geo-Landing Pages to target geo keywords

61. Even if there are not so many stuff
members in these locations

62. Thank you!