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The Competitive Edge - Inbound Marketing and Competitive Analysis
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THE COMPETITIVE EDGE: Inbound Marketing and Competitive Analysis Janet Aronica Inbound Marketing Manager HubSpot | @JanetAronica Eric Keating Online Marketing Manager Compete | @Compete
Transcript of The Competitive Edge - Inbound Marketing and Competitive Analysis
THE COMPETITIVE EDGE:
Inbound Marketing and
Competitive Analysis
Janet Aronica
Inbound Marketing Manager
HubSpot | @JanetAronica
Eric Keating
Online Marketing
Manager
Compete | @Compete
HOUSEKEEPING
Slides & Recording will be presented
after webinar
Interact with us using the Questions
pane here or on Twitter
Hashtag for today:
#compedge
I’m Janet. @JanetAronica…
(and stuff.)
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+
http://bit.ly/Hub140
Marketing & Community at
oneforty, now Inbound
Marketer at HubSpot
How marketing is changing
The importance of social media listening
The steps for creating an inbound marketing plan
Questions & answers
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750
million
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USERS ON
FACEBOOK.
Source: http://tcrn.ch/jwZAY1
460,000
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Number of new Twitter
accounts created each
day.
Source: http://tcrn.ch/jwZAY1
15 million
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Reviews of local businesses on Yelp.
Source: (Yelp) http://bit.ly/ilfcSc
57%
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of internet users
search the web
each day
Source: http://slidesha.re/qkcgy8
46% 46% of those searches
are for products and
services.
YOUR CUSTOMERS HAVE A VOICE. (And you should too.)
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IT’S TIME TO RETHINK MARKETING
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Inbound
marketing is a
fundamental shift
in how we relate to
potential
customers
Outbound marketing
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Inbound marketing
vs.
• Blogging
• Podcasts
• eBooks
• White Papers
• Webinars
• Photos
• Videos
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• Direct Mail
• TV and Radio ads
• Cold Calling
• Trade Shows
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LISTEN FIRST
Brand name
Competitors
Industry keywords
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LISTEN for:
LISTEN
HERE: Google Alerts
Twitter searches
LinkedIn (LinkedIn
Answers & Groups)
Quora
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How REAL
people talk.
“Competitor + sucks”
“I hate competitor”
“Anyone know of a ______?”
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Lead @replies
competitor on
“Hey, was doing some research and
noticed you were looking at a competitor.
Can I help?”
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ENGAGE
Be responsive
Be gracious
Be consistent
Use a personal tone
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Livefyre vs.
Disqus
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Livefyre vs.
Disqus
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Livefyre vs.
Disqus
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Mark
West
Wineries
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Create content that answers
questions.
Draw a line in the sand.
They don’t care about you yet.
Answer
questions with
CONTENT
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
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QUALIFIED TRAFFIC
SALES
Get Found
Convert
OPTIMIZE your content
On-Page SEO
Off-Page SEO
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ON-PAGE SEO
Essentials
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Page Title
Clean URL
Headers & Content
Description
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Website Tips Based on Real Data Lessons from
3,674,029
websites
www.WebsiteGrader.com
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
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QUALIFIED TRAFFIC
SALES
Get Found
Convert
Image credit: netzkobold
Social Media
Through Email Marketing
Through Press Releases
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SHARING is caring
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CREATE
CONTENT from
content. Blog post you write
today -> chapter in the
eBook you publish later
this month -> that you’ll
Tweet about.
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
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QUALIFIED TRAFFIC
SALES
Get Found
Convert
Analyze Results – Measure!
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Improve Processes
Replicate Successes
MEASURE & analyze
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ME
AS
UR
E &
an
aly
ze
social media
traffic
Talk to customers
Create content
Measure
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You
ALREADY do
these things.
Don’t dip your
toe in the water.
Jump in ALL THE WAY.
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Competitive Intelligence through Digital Insights
• Where do I stand against my market/industry?
• Who are my competitors attracting online?
• What keywords are working for my competitors?
• Where is my market’s traffic coming from?
Questions?
Janet Aronica
Twitter.com/janetaronica Facebook.com/janetaronica
Linkedin.com/in/janetaronica [email protected]
www.HubSpot.com
THANK YOU
