Combining Local Audience and Competitor Data for Targeted Marketing Strategy

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COMBINING LOCAL AUDIENCE & COMPETITOR DATA FOR A TARGETED MARKETING STRATEGY

Transcript of Combining Local Audience and Competitor Data for Targeted Marketing Strategy

Page 1: Combining Local Audience and Competitor Data for Targeted Marketing Strategy

COMBINING LOCAL AUDIENCE & COMPETITOR DATA

FOR A TARGETED MARKETING STRATEGY

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YOU’RE HERE TODAY, SO CHANCES ARE…

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YOU’RE DEALING WITH CONTENT

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YOU KNOW THAT PEOPLE FINDING IT

IS IMPORTANT

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YOU’VE GOT MORE THAN ONE PROBLEM TO DEAL WITH MOST DAYS…

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YOU WANT TO SAY SMART THINGS LIKE

“WE SHOULD CREATE VIDEO CONTENT ABOUT

PRODUCT X AND PLACE IT IN OUR SEATTLE MARKET.”

“IMAGE CONTENT FOR XYZ TOPICS PERFORM WELL IN PORTLAND,

CHICAGO, AND BOSTON.”

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YOU WANT TO BASE THOSE RECOMMENDATIONS ON FACTS

‣ How features, products, and campaigns perform in comparison to each other and versus competitors

‣ Who are your competitors in specific locations and how that affects content performance in those markets

‣ How content types (image, video, blog, white paper, case study, etc.) perform differently for various messages and locations

‣ How your audience is finding content and searching differently across markets

‣ Topics you might be missing in specific locations

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FANTASTIC… HOW DO WE DO THIS ON A BUDGET WITHOUT TONS OF

NEW TOOLS, CRAZY WORKFLOWS, & OTHER STUFF

I DON’T HAVE TIME FOR?

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YOU CREATE

GROUPS

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‣ CAMPAIGNS

‣ MESSAGING

‣ FEATURES

‣ PRODUCTS

‣ AUDIENCES

‣ LOCATIONS

‣ COMPETITORS

‣ TARGET ACCOUNTS (ABM)

‣ DEMOGRAPHICS

‣ CONTENT TYPES

EXAMPLES OF STUFF GROUPS CAN HELP YOU

COMPARE, COMBINE, & ANALYZE

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THEY ALSO HELP YOU ‣ VIEW DATA IN WAYS THAT MAKES SENSE

‣ HANDLE MULTIPLE VARIABLES

‣ SPEED UP REPORTING

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GETTING STARTED:

THE SETUP THIS REALLY IS THE MOST IMPORTANT PART

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THE SITUATION

NIKE TRAIL RUNNING SHOES LET’S PRETEND I’M TASKED WITH RUNNING CONTENT AND SEARCH MARKETING

FOR NIKE’S TRAIL RUNNING SHOES. (I’M NOT. I DON’T EVEN KNOW ANYONE THAT IS - SORRY NIKE.)

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I NEED TO CREATE CONTENT, MEASURE

EFFECTIVENESS, IMPROVE REVENUE & DO ALL

THAT NORMAL FUN CONTENT MARKETING STUFF

FOR OUR TRAIL RUNNING SHOE DIVISION.

SO LET’S TALK ABOUT HOW WE CAN DO THAT WITH GROUPS.

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CAMPAIGNS 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

NIKE TRAIL RUNNING SHOESThese are things I might want to track and compare for Nike trail running shoes,

so we’ll create groups for each of them.

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CAMPAIGNS 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 FEATURESIn this example we’ll look at two trail running shoe features:

responsive cushioning and durability

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WHAT CAN WE USE TO CREATE GROUPS?

‣ KEYWORDS & TOPICS

‣ CONTENT

‣ COMPETITORS

‣ LOCATIONS

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Each group needs two core components

CONTENT KEYWORDS+

BUILDING A GROUP

This is content you’ve created

(or will create) that is relevant

to the topic for the group

Keywords reflect terms,

phrases, products, etc. that

are part of how people find

this content, describe their

wants and needs, or talk

about the situation

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vsDURABILITY

CONTENT

RESPONSIVE CUSHIONING

KEYWORDS KEYWORDS KEYWORDS

CONTENT

KEYWORDS KEYWORDS KEYWORDS

COMPARING FEATURES

LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

+ + + + + +

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KEYWORDS AND CONTENT CAN BELONG TO MULTIPLE GROUPS

For example: You may have the keyword “durable” applied to all content in the group, while

the keyword “long-lasting” may only be applicable to specific content.

DURABILITY

CONTENT

KEYWORDS

DURABLE

LONG-LASTING

TOUGH

KEYWORDS

DURABLE

HARD WORKING

TOUGH

KEYWORDS

DURABLE

LONG-LASTING

HARD WORKING

LANDING PAGE VIDEO BLOG POST

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THE SETUP

PRACTICALLY SPEAKING

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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.

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ADD CONTENT TO THE GROUP

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

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ADD CONTENT TO THE GROUP

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

‣ This is especially helpful if you have a site structure that includes content type or other information that will automatically segment

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ADD CONTENT TO THE GROUP

MANUALLY

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

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ADD KEYWORDS TO THE GROUP

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

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REPEAT PROCESS FOR REMAINING GROUPS

DURABILITY

CONTENT

RESPONSIVE CUSHIONING

KEYWORDS KEYWORDS KEYWORDS

CONTENT

KEYWORDS KEYWORDS KEYWORDS

LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE

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CHOOSE LOCATIONS

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LOCATIONS Choose individual

locations or multiple for each keyword so you can

compare locations to each other as well as to overall performance and

rank

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CHOOSE COMPETITORS

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GROUP COMPETITORS for easier comparisons

and filteringINDIRECT

DIRECT

ONLINE RETAILERS

ZAPPOS

EBAY

JET

RETAILERS

DICKS

FOOTLOCKER

REI

PUBLICATIONS

RUNNINGSHOESGURU

RUNNERSWORLD

TRAILRUNNERWEEKLY

OTHER BRANDS

REEBOK

BROOKS

ASICS

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COMPETITOR GROUPS These groups will be how

you filter, report, and discover new content

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NOW IT’S TIME TO

DO INTERESTING STUFF

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FIND NEW COMPETITORS

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FIND NEW COMPETITORS BY YOUR GROUPS

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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.

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FIND COMPETITORS by individual target keyword

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NEW COMPETITORS BY KEYWORD

‣ Isolate keywords and phrases

‣ Target by search volume, competition score, and rank

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FIND COMPETITORS BY LOCATION

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

“Trail Shoes”

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VIEW COMPETING KEYWORDS

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VIEWING COMPETING KEYWORDS INDIVIDUALLY AND BY GROUP

‣ 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

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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.

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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

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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.

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ERIN’S TRICKS

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ERIN’S TRICKS

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

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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

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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

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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

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THANK YOU

ERIN ROBBINS | [email protected]

for follow up questions or comments, please contact