Guerilla Competitive Research for SEM By Jon Meck
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Transcript of Guerilla Competitive Research for SEM By Jon Meck
#SMX #33C @JMECK
The Non-Hack Presentation
Guerilla Competitive Research For SEM
Jon MeckTechnical Marketing Manager, LunaMetrics
#SMX #33C @JMECK
The Non-Hack Presentation
Guerilla Competitive Research For SEM
Jon MeckTechnical Marketing Manager, LunaMetrics
#SMX #33C @JMECK
This Is Me
Jon MeckTechnical Marketing Manager
#SMX #33C @JMECK
I LOVE DATA.
#SMX #33C @JMECK
I’M NOT GOING TO TALK ABOUT DATA.
#SMX #33C @JMECK
I’M NOT GOING TO TALK ABOUT DATA.
Well, Maybe A Little…
#SMX #33C @JMECK
Let’s Talk About Process
GATHER - collect ideas and opportunities
SELECT – choose best ideas
ACT - let ideas loose in wild
MEASURE – collect and report on results
#SMX #33C @JMECK
GATHER - collect ideas and opportunities
#SMX #33C @JMECK
SELECT – choose best ideas
#SMX #33C @JMECK
ACT – let ideas loose in wild
#SMX #33C @JMECK
MEASURE – collect and report on results
#SMX #33C @JMECK
So Where Does Data Fit In?
GATHERSELECT
ACTMEASURE
#SMX #33C @JMECK
GATHER - collect ideas and opportunities
#SMX #33C @JMECK
CONVERSATIONIS THE NEW,BEST TOOL.
#MarketingHacks
TM
#SMX #33C @JMECK
#SMX #33C @JMECK
CONVERSATIONSWE LISTEN
IN ON
#SMX #33C @JMECK
• Look for key differentiators• Look for problems you have• Look for problems you SOLVE
Use Alerts to Find Conversations
#SMX #33C @JMECK
www.trackreddit.com
#SMX #33C @JMECK
www.talkwalker.com/alerts
#SMX #33C @JMECK
www.talkwalker.com/alerts
#SMX #33C @JMECK
CONVERSATIONSWE HAVE
WITH STRANGERS
#SMX #33C @JMECK
• Ask direct questions• Get fresh ideas• Seek out the INTENT
Get Outside Of Your (Data) Echo Chamber
#SMX #33C @JMECK
A Step-by-Step Guide to Conducting Competitive Analysis
CXL institutebit.ly/smx-jon-cro
#SMX #33C @JMECK
A Step-by-Step Guide to Conducting Competitive Analysis - CXL institute - bit.ly/smx-jon-cro
If you are doing a moderated usability study with a sample that is close to your
target customers, start by asking the participants to enter a query into Google…
What results show up? What do they choose to click?
Why?
“
”
#SMX #33C @JMECK
www.usertesting.com
#SMX #33C @JMECK
Guerilla Testing with Usability Cafe
Google Developersbit.ly/smx-jon-cafe
#SMX #33C @JMECK
Guerilla Testing with Usability Café - Google Developers - bit.ly/smx-jon-cafe
Surprisingly, up to 85% of core usability problems can be found by observing just 5
people using your application.
“
”
#SMX #33C @JMECK
CONVERSATIONSWE HAVE
WITH CUSTOMERS
#SMX #33C @JMECK
• They’ve already analyzed the competition• Push for specifics• Drill down into their search process
Ask The People Who Already Did The Work
#SMX #33C @JMECK
Are Your Customers Asking About The
Competition?
Driftbit.ly/smx-jon-drift
#SMX #33C @JMECK
Are Your Customers Asking About The Competition? – Drift - bit.ly/smx-jon-drift
There is no better “growth hack” than setting aside time to actually talk to your customers…
Whoever gets closer to their customers will win — and this is your most important advantage
when it comes to the competition. Use it.
Do all of the things that don’t scale.
“
”
#SMX #33C @JMECK
• One-on-one conversations• Feedback in exchange for…• Build into existing processes• Don’t forget about sales losses
How Can You Solicit Feedback?
#SMX #33C @JMECK
#SMX #33C @JMECK
WRITE THESE DOWN….
#SMX #33C @JMECK
BE DATA-INSPIRED, NOT DATA-DRIVEN
#SMX #33C @JMECK
USE CONVERSATIONS TO SEEK OUT INTENT AND GATHER IDEAS
#SMX #33C @JMECK
USE DATA TO INFORM, ACTIVATE, AND
TEST IDEAS
#SMX #33C @JMECK
SEE YOU AT THE NEXT #SMX!
Thank You!
Download Slideslunametrics.com/smx-jon