Competitive Intelligence By Matt Van Wagner
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Transcript of Competitive Intelligence By Matt Van Wagner
#SMX #34A @mvanwagnerMatt Van Wagner, President Find Me Faster
COMPETITIVE INTELLIGENCE
#SMX #34A @mvanwagner
Paid Search Competitive Analysis
You can't outrun a hungry bear
Study Your Competitors What they are doing now What they are likely to do When they will likely do it
Understand Your Competitors Know their weaknesses Know their strengths
Eat Their Lunch Before they eat yours
#SMX #34A @mvanwagner
PPC Competitive Analysis
Go Beyond the Obvious Questions:• "What keywords are they buying?"• "Why are they always positioned above
us?"• "How much are they bidding?"
How We Use Competitive Analysis• Benchmarking• Forecasting• Forensics
Ask More Strategic Questions:• "How big is our opportunity?"• "How profitable are our competitors?"• "How much more can we invest in paid
search?"
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Tools We Use for Paid Search
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What Are Competitors Spending?
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What Keywords Are They Buying?
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What Ads Are They Running?
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How to We Compare to Other Companies
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The Question We Really Want to Answer:
What are they likely to do next?
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What Is Happening Now?
AdsPress ReleasesSocial Media PostsTwitter Facebook
A Year Ago
A Few Months
Ago Now
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What Were They Doing in the Recent Past
Registering DomainsBuilding Out WebsiteFiling Trademarks
A Year Ago
A Few Months
Ago Now
AdsPress ReleasesSocial Media PostsTwitter Facebook
#SMX #34A @mvanwagner
What Were They Doing in the Recent Past
Registering DomainsBuilding Out WebsiteFiling TrademarksGetting FDA Approvals
A Year or More Ago
A Few Months
Ago Now
AdsPress ReleasesSocial Media PostsTwitter Facebook
Getting PatentsRegistering Trademarks
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Creating a Competitive Intelligence Baseline
Identify Intellectual Property and Digital Assets
Domains, Trademarks, PatentsClassify by ImportanceMonitor Existing and New ActivityAnalyze and Profile Behavior Reporting
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Trademarks
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Patents Issued and Applied For
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Domain Portfolio
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Tracking: What Are They Doing to their Properties?
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Is this Site Important?
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See What Actual Changes They Are Making
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SEC InfoForms: 10-Q, 8-K
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Court Records
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#SMX #34A @mvanwagnerSEE YOU AT THE NEXT #SMX
THANK YOU!