SEMrush experts discuss competitive keyword research for SEO and SEM, specifically about how it can help marketers improve their ability to generate leads: phone calls and form fills. This presentation is one that you have to watch. Motivate prospects using competitive intelligence to sell digital marketing and design services. Fear and desire are two key motivating factors. Identify prospects using competitive intelligence. Search: Use both paid and organic. Convirza is the first enterprise call marketing analytics and optimization platform. We combine traditional call tracking with the powerful analysis of phone calls. Convirza uses speech recognition technology and sophisticated algorithms to gauge lead quality, measure conversions, and take action with fully-baked marketing automation. We help sophisticated marketers make better decisions, improve close rates, and increase revenue. Convirza is growing rapidly. We recently acquired a division of CallSource and changed our name from LogMyCalls to Convirza. We are headquartered in the Silicon Slopes of Utah with a satellite office in Agoura Hills, California.

1. How Competitive Data
Fuels Your
Lead-Generation
#onlineBusiness

2. Michael Stricker
U.S. Marketing Director, SEMrush
• Leading competitive research tool for digital marketing
• Agency, sales support and digital marketing consultant
• 100s of successful digital marketing campaigns
• 1,000,000s of impressions for web-based businesses
• Speaker: ClickZ Live, HEROconf, Etail, SMX East.
• Author: blogs CIO.com, Business2Community, SEMrush.com
Publications Philadelphia Inquirer and Philly Ad News.
• Consulted: Enterprise Brands 2Modern, AeroPostale, BET,
GolfSmith, HomeFirst, RedCats, RE/MAX, The-House, Toshiba

3. We'll show you how
Competitive Research
drives lead-generation and
helps you build killer proposals.
We'll demonstrate how to use SEMrush in the
lead generation and selling process for
higher conversions and revenue.
(Stay to the end! Attendees get a free SEMrush 30-day trial)
#onlineBusiness

4. Competitive Research for lead-gen and killer proposals
• How to use Competitive Intelligence to Sell
• Compare and Contrast with Purpose
• 5 Charts that Graphically Motivate Prospects
• Listen - Why It's Better to Help than to Sell
• Inject Reputation, Local, Mobile into Proposals
#onlineBusiness

5. • How to use Competitive Intelligence to Motivate Prospects
Photos of Really, Really Scared People | © 2014 Colossal www.thisiscolossal.com

6. Competitive Research for lead-gen and killer proposals
Motivate Prospects Using Competitive Intelligence to
Sell Digital Marketing and Design Services
2. Desire
• Success (Mate)
• Eat (Consume)
• Novelty (Play)
1. Fear
• Competition (Get Eaten)
• Shifting Markets (Get Lost)
• Outmoded (Disappear)
#onlineBusiness

7. Competitive Research for lead-gen and killer proposals
Identify Prospects Using Competitive Intelligence
Look-Alike Marketing: Search – Paid and Organic
• Domains
(many Shared Keywords)
• Brand terms and Product Names and SKUs (PLA)
(find competitors using other brand names in ads and content)
#onlineBusiness

8. Competitive Research for lead-gen and killer proposals
Identify Prospects Using Competitive Intelligence
Look-Alike Marketing: Search – Paid and Organic
• Keywords
(a semantic method of detecting similarity AND Content Superiority)
• Niche
(related by keywords SimilarWeb, SEMrush, others)
#onlineBusiness

9. Competitive Research for lead-gen and killer proposals
Motivate Prospects Using Competitive Intelligence
Search – Competitive Landscapes
• Motivate by Traffic
(Traffic Share for high-monthly-volume Keywords)
(Results-based technique: who is most effective competitor?)
• Motivate by Organic Traffic Cost
(Cost of Traffic if Paid)
(Results-based technique: who is most efficient competitor?)
• Competitors using their brand name in ads and content
#onlineBusiness

10. Competitive Research for lead-gen and killer proposals
Identify & Motivate Using Competitive Intelligence
Paid Search, Smart Marketers
Budget VS Traffic
(Smart marketers: cost/traffic unit to measure effectiveness and efficiency, look
for keywords up, traffic up, spend down)
Overall Budget
(Biggest AdWords spenders in a category, region, industry, overall, or rapidly
increasing budgets)
#onlineBusiness

11. Competitive Research for lead-gen and killer proposals
Identify & Motivate Using CompetitiveIntelligence
PLAs – Google Shopping Ads (Paid)
The highest-converting paid ads for merchandisers
(WalMart shifted 80% of their ad budget to this vehicle)
Some etail competitors invest in this, exclusively, and so their scale of
operations, number of products / keywords might escape notice
Filter by Brand, Product Name, features
#onlineBusiness

12. Competitive Research for lead-gen and killer proposals
Identify & Motivate Using Competitive Intelligence
Local SEO / Mobile Search
Position Tracker
Ranking, volume and traffic for domains and their competitors by:
Location (national, state or city level);
Device (smartphone, tablet or desktop; trends starting at inception, over time)
Detect even national firms that dominate local ad markets with spending very
difficult to detect at the national level.
#onlineBusiness

13. Competitive Research for lead-gen and killer proposals
Identify & Motivate Using Competitive Intelligence
Social
Networks of value (business type, market demographics; Topsy,
SocialMention, Mention, SocialCrawlytics, SocialBakers.com)
Networks of scale (Followers and growth rates; Radian6, Sysomos,
Meltwater)
Engagement (activation including sharing, RTs, conversations; FollowerWonk,
SocialCrawlytics, new Bitly Audience Metrics, BuzzSumo)
#onlineBusiness

14. Competitive Research for lead-gen and killer proposals
Identify & Motivate Using Competitive Intelligence
Content Types
Form –
(what formats are attracting the most shares? BuzzSumo)
Headlines --
(what titles are commanding the highest CTR and readership?
BuzzFeed, Mashable, HuffPost)
#onlineBusiness

15. Competitive Research for lead-gen and killer proposals
Identify Prospects Using Competitive Intelligence to Sell
Digital Marketing and Design Services
Custom Reports
CUSTOMREPORTS–Derivebigdata
• SEMrush
• entire industries, product or brand names,
• every single keyword for which Amazon ranks;
• every non-branded keyword invested by WalMart;
• every single AdWords spender in a given nation with budget >$X?

16. Competitive Research for lead-gen and killer proposals
Identify Prospects Using Competitive Intelligence
Appending Contacts
Enables you to import contact data from webpages or Email into the CRM.
KiteDesk ZoomInfo
Fliptop Full Contact
Netprospex Nimble
Email Hunter BuzzStream

17. Compare and Contrast with Purpose
DON’T…
INSULT CURRENT VENDORS
OVERSELL
OVERSTUFF
PACKAGE

18. Compare and Contrast with Purpose
DO…
SCARE WITH SHARE
TEACH WITH REACH
TALK CORNER OFFICE TALK
TELL A STORY IN PICTURES

19. Compare and Contrast with Purpose
1. DO… SPEAK SUCCESS IN THE VOICE OF
OTHERS

20. 5 Charts Graphically Drive Prospects into Your Arms
1. Overview
2. Domain VS Domain
3. Organic, Paid Ads Competition
4. PLA
5. Winners/Losers; Chart

21. 5 Charts Graphically Drive Prospects into Your Arms
1. Overview Organic

22. 5 Charts Graphically Drive Prospects into Your Arms
1. Overview

23. 5 Charts Graphically Drive Prospects into Your Arms
1. Overview Paid

24. 5 Charts Graphically Drive Prospects into Your Arms
2. Domain VS Domain

25. Identify & Evaluate Paid Competitors
Common Keywords = Battle Zone
Common, Strong Competitors = Sweet Spot

26. Identify & Evaluate Paid Competitors

27. Identify & Evaluate Paid Competitors

28. Identify & Evaluate PLA Competitors – All KWs

29. 5 Charts Graphically Drive Prospects into Your Arms
5. Won/Lost Keywords; Winners/Losers

30. Listen - Why It's Better to Help than to Sell
1. Outbound -
Cold-calling, gatekeepers, lukewarm response,
blocking
INTRUSIVE, IMPERSONAL, INTERRUPTIONAL,
HIGH-BUDGET AND LABOR-INTENSIVE

31. Listen - Why It's Better to Help than to Sell
1. Inbound -
Issue/Problem, Search, Website/Blog,
Content/Nurturing, close
HELPFUL, RELEVANT, INTERCEPTION,
RELATIONSHIP- OR PERMISSION-BASED,
24/7/365, LARGELY AUTOMATED
CHEAPER, MORE PRODUCTIVE

32. Offer
http://bit.ly/SEMRUSHFREE30-CONVIRZA
FREE 30-Day Trial SEMrush Guru Plan.
Activate before July 22, 2015! Credit Card and Email required.
No payments due for 30 days. If not fully satisfied, contact SEMrush
before Trial ends. NEW USERS ONLY.

33. Questions?

34. Thank you!