SWOT the Competition – Reducing Risk and Improving Odds in Digital Marketing by Michael Stricker(SEMrush)

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August 10–12, 2015 | #CZLSF | @ClickZLive

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SWOT the Competition –Reducing Risk and Improving Odds in Digital Marketing

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Michael StrickerU.S. Marketing Director, SEMrush

• Leading digital marketing tool for competitive research • Agency, sales support and digital marketing consultant• 100s of successful campaigns 1,000,000s of impressions • Speaker: Pubcon, ClickZ, HEROconf, BrightonSEO, Etail, SMX • Author: CIO.com, Business2Community, SEMrush.com• Consulted: 2Modern, AeroPostale, BET, Dell, GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba

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S.W.O.T.

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S.W.O.T.

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S.W.O.T. Strengths Weaknesses OpportunitiesThreats

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S.W.O.T. Strengths what’ is working for you, nowWeaknesses what iss missing, declining Opportunities your best wins in futureThreats what may overcome you, soon

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YOUNOW

COMPETITORS THE FUTURE

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YOUNOW

COMPETITORS THE FUTURE

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“To know your Enemy, you must become your Enemy.” ~ Sun Tzu, Art of War

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93% of buying cycles start with an online search. ~ Marketo

Why Search?

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4 Stories: 1] U (UX) is my Strength 2] The Invisible Threat that Ate my Business 3] Weakness that Led to New Opportunities 4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel

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Story 1 U are my Strength

7pp

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1] U (UX, UI) are my StrengthUX website signals grow as a rank factor in search – pogostickingConsumers prefer to believe peers over brands 12-to-1 ~ Edelman Trust Barometer

89% of marketers expect to compete primarily on customer experience by 2016 ~ Gartner

Remarkable Customer Experiences = Positive Social Influence ~ Adobe Quarterly Digital Intelligence Briefing

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1] U are my Strength: Channels & ToolsSEO (Keywords, Traffic, Positions, On-Site, Local, Mobile) SEMrush, Searchmetrics, Conductor, Soovle, Google Trends, Keywordtool.io, Majestic, AHREFs

CRO/UX/UI (Heatmaps, Conversion Rate, A/B Testing, AOV) Google Analytics, Adobe SiteCatalyst, KISSmetricsCrazyEgg, Unbounce, Optimizely, FeedbackArmy, UsabilityHub FiveSecondTest, Qualaroo, UserTesting, PageSpeed, SEMrush, Screaming Frog, DeepCrawl

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1] U are my Strength: Channels & ToolsPPC (Keywords, Offers, CTAs, Budgets, Mobile) Google Adwords, SEMrush, WordStream, AdStage, Acquisio, Kenshoo, Marin

PLA (Keywords, Visibility, Budgets) SEMrush

Social (Follower Growth, Engagement, Sharing, Content, Influence) SEMrush, Topsy, SocialMention, BuzzSumo, FollowerWonk, SproutSocial, HootSuite, sysomos, Radian6, Meltwater

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1] U are my Strength: Channels & ToolsEmail (Opens, Clicks, Conversions, Shares) AWeber, ConstantContact, Act-On, Pardot, Eloqua, Marketo

ROI (Traffic Cost, CRO) GA, SEMrush, CRM (Salesforce, Hubspot)

Speed (Rapid Satisfaction, Good User Experience, Reduced Bounce Rate) Google PageSpeed, Pingdom, WebPageTest.org

Scalability (Capacity, Resources, Assets) BuiltWith

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2] An Invisible Threat Ate My Business FR

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2] The Invisible Threat that Ate My Business Be Proactive - Lack of monitoring itself is a threat, realized when competition overtakes you Perform Gap Analysis - identify Threats and turn them into Opportunities 15% of weekly search queries are totally new phrases ~ Google Trends are meant to be ridden up, not down

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2] The Invisible Threat that Ate My Business Google Dynamic Graphing Google Trends Position Tracker Domain VS Domaintableau Local native-language speakers

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3] The Weakness that Forced Us to club Identify New Opportunities

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3] The Weakness that Forced Us to Identify New Opportunities

Exact-match and keyword-based domain names are negatively-correlated with rank Money, culture and behavior changes bear watching Popular words change over time, affecting search –monitor Vernacular is a regional thing (Coke, Pop, Soda)

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Exact-match and keyword-based domain names are negatively-correlated with rank Vocabulary changes over time profoundly affect search and must be watched Vernacular is a regional thing (Coke, Pop, Soda)

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SEMrush Keyword Analytics Won/Lost Keywords Google Trends Search Engine Ranking Factors 2015 –MozSEO Ranking Factors Study 2015 Google US – Searchmetrics

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4] The Missed Opportunities and Threats Lurking at the Bottom of the Funnel

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The Funnel is your long-tail curve – research it for advantage The Funnel is not a funnel unless you like going out of business –it’s a trumpet A new customer sale costs 10X a current customer sale ~ US Deptof Commerce – so sell to your gold list Customer Service and Online Reputation Management is loyalty and retention strength, if you make it so, or a serious threat if you ignore it

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Opportunity is: RetentionCustomer Service Brand Reputation Management cross-sell, upsell, accessorize, service, equip, refuel, resubscribe, reduce churn, retain customers, increase LTV

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Opportunity is: Reputation42% of complainers on social media expect a response in under 60 minutes. ~ Edison Research

95% of those, commiserate with others about poor customer-service ~ ZenDesk 2013

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Google Analytics Google Search ConsoleSite Search SEMrushUserVoice, Convirza, MarchexMention, Topsy, SocialMention

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Seeking Discounts, Coupons, Promo CodesShipping questions Bundles, Bulk or Multi-Packs Packaging queries Demonstrations of use Installation instructions Ratings, Reviews, TestimonialsComplaints, Comments and Compliments

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Opportunity is: Where you find itGather all your co-workers:

SEOPPCCustomer ServiceSocial MediaPRProduct Development Franchise Mgmt

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Questions?

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Free 15-Day Guru Trial! Activate before Nov. 15! http://bit.ly/freeguru15

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Thank you!

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SEMrush is the World’s Leading Digital Marketing Data Suite for Keyword and Competitive Research. Versatile. Affordable. Now: Double the U.S. Data, + Social Reporting + SEO Ideas

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