LOCAL COMPETITOR

TARGETED marketing STRATEGY

First, a few assumptions

You probably deal with online content

You know that people finding it is important - it basically doesn’t exist otherwise…

You probably have more than one campaign, location, etc.

to deal with

You need to make good decisions quickly

preferably based on real information

So you can SAY SMART THINGS

like

“We should create a video about our trail running shoe responsivey cushioning and place it in targeted ads and email campaigns for our Seattle audience.”

“But in Asheville we should create images that highlight the durability of our shoes and leverage social media, forums, and search using keywords: ‘most durable shoes for trail,’ ‘long-lasting trail shoes,’ and ‘Appalachain trail shoes for men.’”

SEATTLE Top feature: CUSHIONING Best performing product: WILDHORSE 3 Highest converting campaign: SALLY MCRAE

Top ranking keywords: RESPONSIVE CUSHIONING SHOES MOST STABLE TRAIL SHOES FOR WOMEN COMRFORTABLE TRAIL RUNNING SHOES

ASHEVILLE Top feature: DURABILITY Best performing product: TERRA KIGER Highest converting campaign: SALLY MCRAE

Top ranking keywords: MOST DURABLE SHOES FOR TRAIL LONG-LASTING TRAIL SHOES APPALACHAIN TRAIL SHOES FOR MEN

AND BASE THOSE RECOMMENDATIONS ON

‣ Comparing how features, products and campaigns perform ‣ Who your competitors are for each location and how that affects your content

and traffic ‣ Which content and content types perform best for your audience ‣ How your target audience is searching for products, features, services, and

brands in selected locations (how do keywords and search behavior differ) ‣ Are there topics you’re missing creating content for in specific locations

So we’re going to talk about: Using groups to get better insights

and information about local and competitor data to up your marketing game.

*Best of all, you can do it on a budget.

By creating GROUPS, you can easily compare ‣ Campaigns ‣ Messages ‣ Features ‣ Products ‣ Audiences

across various locations and competitors

Creating groups

Why groups? *Besides all the stuff I just said

‣ View your data your way, by what matters and makes sense to you ‣ Easier to handle multiple variables ‣ Quicker reporting

Creating groups

What will we be able to do?

‣ Discover new keywords to track based on location and competitor content ‣ Figure out what content to create before you launch new products, services,

campaigns, or messaging strategies ‣ Understand gaps in content both nationally and by location ‣ Find new competitors based on location ‣ Compare performance of keywords, content, and channel performance by

location

STEP 1: Choose groups

Examples of what you can create groups for

‣ Campaigns ‣ Messaging ‣ Products ‣ Features ‣ Audience types

‣ Content types ‣ Geographies ‣ Demographics ‣ Targeted accounts

(ABM)

Creating groups

What can I group?

‣ Keywords ‣ Content (onsite and offsite) ‣ Competitors ‣ Locations

The most crucial part

THE SETUP

Campaign Products Features Audiences

Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts

All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners

Durability Casual trail runners

Adaptive fit

An example: Nike trail running shoesThese are all things I might want to be able to track and compare for marketing

Nike trail running shoes, so we’ll create groups for each of them.

Campaign Products Features Audiences

Featured athlete: Sally McRae Nike Air Zoom Wildhorse Responsive cushioning Trail enthusiasts

All-terrain quicknessd Nike Air Zoom Terra Kiger Traction Ultra marathoners

Durability Casual trail runners

Adaptive fit

Comparing FeaturesFor purposes of showing how to get set up, we’ll talk about trying to look at trail running

shoe features: responsive cushioning and durability

Each group needs two core components

CONTENT KEYWORDS+

Building a group

This is content you’ve created that you believe is relevant to the

topic for the group

The keywords selected reflect terms, phrases, products, etc.

that are part of how people would find this content, describe

their wants and needs, or talk about the situation

vsDURABILITY

CONTENT

RESPONSIVE CUSHIONING

KEYWORDS KEYWORDS KEYWORDS

CONTENT

KEYWORDS KEYWORDS KEYWORDS

Comparing Features

LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

ADD CONTENT TO THE GROUP

‣ Using keyword matching regex rules you can set up groups that will automatically find and add matching keywords based on AND, OR, and NOT specifications.

‣ This will also automatically add new content that matches these rules to the group as well.

ADD CONTENT TO THE GROUP

‣ You can isolate subdomains, folders, and other types here as well, such as /blog or /trail-shoes/

ADD CONTENT TO THE GROUP

‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and offsite content.

ADD KEYWORDS TO THE GROUP

‣ Add keywords once, and they are applied to all content

DURABILITY

CONTENT

RESPONSIVE CUSHIONING

KEYWORDS KEYWORDS KEYWORDS

CONTENT

KEYWORDS KEYWORDS KEYWORDS

Repeat process for remaining groups

LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

CHOOSE LOCATIONS

CHOOSE COMPETITORS

GROUP COMPETITORS for easier comparisons and

filtering INDIRECT

DIRECT

ONLINE RETAILERS

ZAPPOS

EBAY

JET

RETAILERS

DICKS

FOOTLOCKER

REI

PUBLICATIONS

RUNNINGSHOESGURU

RUNNERSWORLD

TRAILRUNNERWEEKLY

OTHER BRANDS

REEBOK

BROOKS

ASICS

NOW YOU’RE READY TO

LEARN things &

DO stuff

FIND NEW COMPETITORS

FIND NEW COMPETITORS by your groups

NEW COMPETITORS by group

‣ See exactly who is competing with you for traffic based on specific features, products, campaigns, messaging, etc.

‣ Group them by direct and indirect options so that you can understand their content and positioning better.

FIND COMPETITORS by individual target keyword

NEW COMPETITORS by keyword

‣ Isolate keywords and phrases ‣ Target by search volume,

competition score, and rank

FIND COMPETITORS by location

STALK THEM Check out their overlapping keywords and what content

they’ve created that’s ranking

VIEW COMPETING CONTENTThis example shows the content for RunningShoesGuru.com that matches my group for “Feature - Durability” in “Trail Shoes”

VIEW COMPETING KEYWORDS individually and by group

VIEWING COMPETING KEYWORDS individually and by group

This is a great way to learn:

‣ What’s being created around specific topics before starting a campaign ‣ What types of content seem to be created frequently for certain keywords and

groups - blogs, videos, image, landing page, etc. ‣ Total search volume for a group of terms versus competitors ‣ All content for a group that competitors are creating, which you can segment by

feature, product, campaign, messaging, etc. ‣ What content your competitors are creating that meet target market needs by

location

FIND MORE KEYWORDS by topic

‣ Consider both broad and specific topics to see what recommendations are made.

‣ Look for “adjacent topics” to see if terms related to your product appear.

FIND MORE KEYWORDS by content

‣ You can use your landing page or a competitor’s page

‣ Use direct and indirect competitor landing pages to see what types of content resonate

FINDING NEW KEYWORDS

These are not only great keywords to consider tracking, but also ideas for new content, emails, social media conversations, forum posts, etc.

ERIN’S tricks

ERIN’S TRICKS

CHALLENGE: You’re launching a new trail running shoe that is super durable

You want to know

What content is already out there

How does durable trail shoe content rank in different

markets

What content should you create to rank for durable

trail shoes

ERIN’S TRICKS

QUESTION: What content is already out there about durable trail running shoes?

Add locations relevant to your markets

- Seattle - Portland - Asheville - San Francisco - Tacoma

Run competitor discovery for durability + trail running

shoes groups

- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com

Expand their list of content by the durability group again to get a list of all

relevant content

Add keywords about durability to a group and

keywords about trail running shoes to a group

- Keyword discovery - Your own list

ERIN’S TRICKS

QUESTION: How does durable trail shoe content rank in different markets?

Add locations relevant to your markets

- Seattle - Portland - Asheville - San Francisco - Tacoma

Run competitor discovery for durability + trail running

shoes groups

- Runningshoegurus.com - SeattleTrailRunnersClub - BestTrailShoes.com

View top performing keywords by durability

group + trail shoe group + location

Add keywords about durability to a group and

keywords about trail running shoes to a group

- Keyword discovery - Your own list

ERIN’S TRICKS

QUESTION: What content should you create to rank for durable trail shoes?

View competitor list by individual keyword or

keyword group + location

Find the competitor content most relevant to you

Place URL of relevant competitor content into keyword discovery tool

Take list of discovered keywords and sort by

- Search volume - Competition score - Location - Keyword group

Run competitor discovery for your tracked durability +

trailing running shoe

You get list of keywords that becomes: - Topics to create new content

- Keywords to track for new campaigns, features, or products

THANK youERIN ROBBINS | GINZAMETRICS | @TEXASGIRLERIN