Jan. 2012 Anvil Webinar: Competitive Intelligence
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Transcript of Jan. 2012 Anvil Webinar: Competitive Intelligence
Competitive Intelligence for Dummies Geniuses
Presented by:Hallie Janssen(@hallie_janssen)CEOAnvil Media, Inc.503.595.6050 ext [email protected]
About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per-click management, online reputation management, mobile & social media marketing services.
Some of Our Clients
100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI & WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
Anvil Key Differentiators
Agenda
• What is Competitive Intelligence?
• Why is Competitive Intelligence Important?
• Who are my Competitors?
• Where is the Competition Active?
• How is Tactical Competitive Intelligence
Conducted?
• Resources & Q&A
What is Competitive Intelligence?
Competitive Intelligence-“An analysis of the online presence
and strategies of key competitors in order to better understand their
marketing objectives, competitive strengths & weaknesses, and areas of
opportunity.”
Definition
Factors InvolvedOnline
Competitive Intelligence
On Site
Paid Media Ads
Search Visibility
Social Media
Offline Competitive Intelligence
Traditional Ads
Pricing
Location
Product/Service Key
Differentiators
Factors Involved in Online Competitive Intelligence
On Site: Volume, Month-Over-Month Trends, On-Site
Engagement,
Conversion
Optimization,
Mobile Site
Search Visibility: Target Keywords, Link Profiles, Link Anchor
Text
Paid Media: Target Keywords,
Spend, Ad Creative, Channels
Social Media:
Profile Develop
ment, Fan Counts, Levels of Engagem
ent, Campaig
nsCompetitiv
e Intelligenc
e
Why is Competitive Intelligence Important?
• Complements any marketing strategy • Gives the decision support needed to move forward
with confidence and realize the true impact of marketing efforts
• Gives businesses insights to stay on top of the competition while enhancing their own marketing efforts for the future
Importance of Competitive Intelligence
Marketing Decisions
Comp.Intellig.
Marketin
g
Strategy
Who are my competitors?
“Old School” (Traditional) Advertisers
“New School” (Online) Advertisers
“Old School” “New School”
Marketing Channels
TV, Print, Radio, Direct Mail, Billboard, Store Display
Website, PPC, Display Ads, Social Sites, Review Sites, Coupon Sites, Forums, Blogs, Organic Search
Operating Budget
High – traditional types of advertising are costly
Flexible – with the right knowledge, making/maintaining a website and online presence can be much more affordable than traditional advertising
Distinguishing
Competition
Easy – marketing channels are limited, so finding competitors requires little effort.
Difficult – companies often think they know who their competitors are, but they actually might not be competing with them online, depending on the search results from various keywords.
“Old School” Advertiser vs. “New School” Advertiser
SEO Competitors
Wikipedia is occupying
SERP space.
Paid Search Competitors
Paid Search Competition.
Where is the Competition Active?
Where is the Competition Active
SocialFacebook, Twitter, YouTube, Google+, Profile Development, Fan Counts, Campaigns, Levels of Engagement
On-Site
Traffic Volume, Month Over Month Trends, On-Site Engagement, Conversion Optimization, Mobile Site
Search
Visibility
Target keywords, Link Profiles, Link Anchor Text
Paid Media
Target Keywords, Spend, Ad Creative, Channels
How is Tactical Competitive Intelligence Conducted?
SOCIALFacebook, Twitter, YouTube, Google+
Social: FacebookJaguar USA has a well developed, customized Facebook presence:• 124,000+ Fans• Videos• Video Chat• Frequent/Relevant Wall
Posts• Models page• Special offers
incentivizing Likes
Social: Facebook
Screen Shot 1.12.2012 Screen Shot 1.13.2012
Increase of 1,234
FacebookLikes in one
day!!
Social: Twitter
• Both Jaguar and Audi have very clean Twitter layouts that are visually pleasing
• Audi has more followers at 183,000 compared to Jaguar’s 17,000. Audi is also following 13,000 users compared to Jaguar following only 117
• Jaguar has limited their updates to only one per day compared to Audi’s average of 10 tweets per day
Social: YouTube
• Jaguar has the most carefully managed YouTube channel, with custom layout, easy navigation, and professional videos
• Surprisingly, BMW’s view totals and other metrics are much greater than any competitors.
Social: Google+
• Audi, BMW, Jaguar and Infiniti all have Google+ Business pages• Audi has the most +1’s at 2,510 compared to Jaguar’s 173 +1’s• The main find here is that they all have Google+ profiles. This is an
important factor as Google is starting integrate their own social network into their search results
ON-SITE
Traffic Volume, Engagement, Conversion Optimization, Mobile
On-Site: Traffic Volume
• BMW is the distinct winner for visitors, but Audi is keeping up and ever surpassed BMW in early 2011
• Jaguar has obviously been making a push since the end of 2011 and their efforts are paying off.
Tool Used: Compete
On-Site: Traffic Volume
Tool Used: Compete
On-Site: EngagementTraffic is only part of the story of the success of a website. Metrics such as length of average visit, visits/person, and pages/visit provide a more complete picture. (Top performers highlighted)
BMW
Infiniti
Jaguar
Audi
Tool Used: Compete
On-Site: Conversion Optimization
On-Site: Conversion Optimization
On-Site: Conversion Optimization
On-Site: Conversion Optimization
• How well a site converts can only be determined internally
• The important thing here is to review what your competitors are doing in this area and test something on your site if you think it will benefit your conversions
On-Site: Conversion Optimization
On-Site: Mobile
Mobile sites ensure more
users can access your
site.
Tool Used: Mobilizer
On-Site: Mobile
Nice use of images and navigation
optimized for mobile.
Tool Used: Mobilizer
On-Site: Mobile
Good call to action that
keeps mobile site interactive
and not just static.
Tool Used: Mobilizer
SEARCH VISIBILITYTarget Keywords, Link Profile, Link Anchor Text
Search Visibility: Target Keywords
• BMW currently ranks for 11,733 keywords and ranked for as many as 13,589 in November 2011
• Jaguar currently only ranks for 1,117 keywords• Knowing how many keywords and what keywords your competitors
rank for is important because their results occupy the Search Engine Results Page
Tool Used: SEM Rush
Search Visibility: Link Profile - Quantity
The most important factors in organic search engine ranking are the quantity and quality of inbound links to that domain or page.
Audi had dominated all categories.
Tool Used: SEO Moz – OpenSiteExplorer.org
Search Visibility: Link Profile - Quality
Looking closer at the quality of links:• Follow v. nofollow: “Followed” links explicitly allow search engine
spiders to follow them; and “nofollow” links, while still potentially valuable, do not provide the same SEO value.
• Internal v. external: While internal linking structure (links from page-to-page within the same domain) is important for helping spiders discover and understand the content of a site, external links (from other sites) provide much greater SEO value. Note Jaguar’s off-balance internal v. external profile.
Tool Used: SEO Moz – OpenSiteExplorer.org
Search Visibility: Link Anchor Text
Anchor TextNumber of Linking Root
Domains Containing Anchor Text
Number of Links Containing this Anchor
Textbmw 619 2797
bmwusa.com 303 72312
bmw usa 205 7904
www.bmwusa.com 197 593
bmw of north america 129 519
<i>[No Anchor Text]</i> 105 314
http://www.bmwusa.com 62 177
bmw north america 59 2886
bmw of north america inc 46 58
bmw of north america llc 42 1273
http://www.bmwusa.com/ 39 59
bmw 38 324
usa 20 1576
<i>[No Anchor Text]</i> 14 17
bmwusa 12 1394
bmw usa 10 46visit bmw usa bmw is the ultimate driving machine
9 1368
bmw north america llc bmw north america
7 12
bmws 6 11
website 5 14
Tool Used: SEO Moz
PAID MEDIATarget Keywords, Spend, Channels, Ad Creative
Paid Media: Target Keywords
Tool Used: SEMRush
• Tools like SEM Rush will not only tell you how many keywords your competitors are paying for but they will also tell you which keywords they are paying for
• BMW is obviously bidding on the most on keywords at about 29,000
Paid Media: Spend
Tool Used: SEMRush
• SEM Rush will also tell you how much your competitors are paying on Paid Search
• Even though BMW is bidding on a significantly larger number of keywords they aren’t paying much more than Audi
Paid Media: Channels
Tools like Adbeat will show you where your competitors are advertising.
Tool Used: Adbeat
Paid Media: Channels
Adbeat will also show you what creative your competitors are using.
Tool Used: Adbeat
Paid Media: Ad Creative
Targeted Keyword better
Stronger Call to Action
Use of Site links
NEXT STEPSWhere do we go from here?
In order to capitalize on the findings in this competitive analysis, and to continue to monitor the online strategies of competitors, Anvil recommends the following:
Update list of organic target keywords Mine BMW’s referring domain data for link development
targets Keep an eye on competitors’ paid search data for new
keyword niches to be added to campaigns, as well as inspiration for fresh ad copy
Pay particular attention to Jaguar & Audi as they appear to be the sharpest in terms of social media
Implement on-site SEO improvements
Sample Action Items
RememberIt’s very unlikely that all
competitors will be doing everything well.
By looking at everything that your competitors do, you can pick out the best pieces, tweak them, and then use that to develop the best online marketing strategy you can.
• Competitive intelligence should be a part of every marketing
strategy
• When done correctly, it provides confidence in decision making and
helps businesses stay on top of their competition
• There are many useful tools to help:
• AdBeat (http://www.adbeat.com)
• Compete (http://compete.com)
• Open Site Explorer (http://www.opensiteexplorer.org)
• SEOMoz (http://www.seomoz.org)
• SEMRush (http://www.semrush.com)
Summary
ResourcesArticlesCompetitive Intelligence: Purpose & Processhttp://www.seomoz.org/blog/competitive-intelligence-purpose-processWebsite Analytics vs. Competitive Intelligence Metricshttp://www.seomoz.org/article/search-blog-stats8 Brilliant Ideas on Competitive Intelligencehttp://imediaconnection.com/content/20044.aspSEO Competitive Intelligence Strategyhttp://www.seobook.com/seo-competitive-intelligence-strategyFree Internet Marketing & Search Engine Competitive Research Toolshttp://tools.seobook.com/competitive-research-tools/
Whitepapers5 Simple Steps to Online Marketing Success: Using Competitive Intelligencehttp://media.compete.com/site_media/upl/img/Five_Simple_Steps_to_Online_Marketing_Success_Using_Competitive_Intelligence_White_Paper.pdfThe Marketer’s Guide to Optimizing Your Web Content for Search Engineshttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/seo-white-paperThe Advanced Guide to Pay-Per-Click (PPC) Marketinghttp://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/advanced-pay-per-click-marketing-white-paper
Q&A & Next Steps
Hallie Janssen CEO Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212O: 503.595.6050 x221M: [email protected]: @hallie_janssen LinkedIn: halliejanssen
• Read Anvil’s blog, articles & white papers• Subscribe to our newsletter or follow us
on Twitter• Contact us with questions about our
Competitive Intelligence services
Upcoming Anvil WebinarsFeb 15th, 2012 – 10am PSTLead Generation and Lead Nurturing
March 21st, 2012 – 10am PSTLocal SEO
April 18th, 2012 – 10am PSTSite Search
May 16th, 2012 – 10am PSTAdvanced Analytics
Find Out More and Register http://www.anvilmediainc.com/search-engine-marketing-webinars