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State of Search - Targeted marketing strategy using local and competitor data

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Figure out how to use both local and competitor data to improve your marketing strategy and make better decisions.

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State of Search - Targeted marketing strategy using local and competitor data

  1. 1. LOCAL COMPETITOR TARGETED marketing STRATEGY
  2. 2. First, a few assumptions
  3. 3. You probably deal with online content
  4. 4. You know that people finding it is important - it basically doesn’t exist otherwise…
  5. 5. You probably have more than one campaign, location, etc. to deal with
  6. 6. You need to make good decisions quickly preferably based on real information
  7. 7. So you can SAY SMART THINGS like “We should create a video about our trail running shoe responsivey cushioning and place it in targeted ads and email campaigns for our Seattle audience.” “But in Asheville we should create images that highlight the durability of our shoes and leverage social media, forums, and search using keywords: ‘most durable shoes for trail,’ ‘long-lasting trail shoes,’ and ‘Appalachain trail shoes for men.’”
  8. 8. SEATTLE Top feature: CUSHIONING Best performing product: WILDHORSE 3 Highest converting campaign: SALLY MCRAE Top ranking keywords: RESPONSIVE CUSHIONING SHOES MOST STABLE TRAIL SHOES FOR WOMEN COMRFORTABLE TRAIL RUNNING SHOES ASHEVILLE Top feature: DURABILITY Best performing product: TERRA KIGER Highest converting campaign: SALLY MCRAE Top ranking keywords: MOST DURABLE SHOES FOR TRAIL LONG-LASTING TRAIL SHOES APPALACHAIN TRAIL SHOES FOR MEN
  9. 9. AND BASE THOSE RECOMMENDATIONS ON ‣ Comparing how features, products and campaigns perform ‣ Who your competitors are for each location and how that affects your content and traffic ‣ Which content and content types perform best for your audience ‣ How your target audience is searching for products, features, services, and brands in selected locations (how do keywords and search behavior differ) ‣ Are there topics you’re missing creating content for in specific locations
  10. 10. So we’re going to talk about: Using groups to get better insights and information about local and competitor data to up your marketing game. *Best of all, you can do it on a budget.
  11. 11. By creating GROUPS, you can easily compare ‣ Campaigns ‣ Messages ‣ Features ‣ Products ‣ Audiences across various locations and competitors
  12. 12. Creating groups Why groups? *Besides all the stuff I just said ‣ View your data your way, by what matters and makes sense to you ‣ Easier to handle multiple variables ‣ Quicker reporting
  13. 13. Creating groups What will we be able to do? ‣ Discover new keywords to track based on location and competitor content ‣ Figure out what content to create before you launch new products, services, campaigns, or messaging strategies ‣ Understand gaps in content both nationally and by location ‣ Find new competitors based on location ‣ Compare performance of keywords, content, and channel performance by location
  14. 14. STEP 1: Choose groups Examples of what you can create groups for ‣ Campaigns ‣ Messaging ‣ Products ‣ Features ‣ Audience types ‣ Content types ‣ Geographies ‣ Demographics ‣ Targeted accounts (ABM)
  15. 15. Creating groups What can I group? ‣ Keywords ‣ Content (onsite and offsite) ‣ Competitors ‣ Locations
  16. 16. The most crucial part THE SETUP
  17. 17. Campaign 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 An example: Nike trail running shoes These are all things I might want to be able to track and compare for marketing Nike trail running shoes, so we’ll create groups for each of them.
  18. 18. Campaign 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 Features For purposes of showing how to get set up, we’ll talk about trying to look at trail running shoe features: responsive cushioning and durability
  19. 19. Each group needs two core components CONTENT KEYWORDS+ Building a group This is content you’ve created that you believe is relevant to the topic for the group The keywords selected reflect terms, phrases, products, etc. that are part of how people would find this content, describe their wants and needs, or talk about the situation
  20. 20. vsDURABILITY CONTENT RESPONSIVE CUSHIONING KEYWORDS KEYWORDS KEYWORDS CONTENT KEYWORDS KEYWORDS KEYWORDS Comparing Features LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
  21. 21. 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. ‣ This will also automatically add new content that matches these rules to the group as well.
  22. 22. ADD CONTENT TO THE GROUP ‣ You can isolate subdomains, folders, and other types here as well, such as /blog or 
 /trail-shoes/
  23. 23. ADD CONTENT TO THE GROUP ‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and offsite content.
  24. 24. ADD KEYWORDS TO THE GROUP ‣ Add keywords once, and they are applied to all content
  25. 25. DURABILITY CONTENT RESPONSIVE CUSHIONING KEYWORDS KEYWORDS KEYWORDS CONTENT KEYWORDS KEYWORDS KEYWORDS Repeat process for remaining groups LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE
  26. 26. CHOOSE LOCATIONS
  27. 27. CHOOSE COMPETITORS
  28. 28. GROUP COMPETITORS for easier comparisons and filtering INDIRECT DIRECT ONLINE RETAILERS ZAPPOS EBAY JET RETAILERS DICKS FOOTLOCKER REI PUBLICATIONS RUNNINGSHOESGURU RUNNERSWORLD TRAILRUNNERWEEKLY OTHER BRANDS REEBOK BROOKS ASICS
  29. 29. NOW YOU’RE READY TO LEARN things& DO stuff
  30. 30. FIND NEW COMPETITORS
  31. 31. FIND NEW COMPETITORS by your groups
  32. 32. 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.
  33. 33. FIND COMPETITORS by individual target keyword
  34. 34. NEW COMPETITORS by keyword ‣ Isolate keywords and phrases ‣ Target by search volume, competition score, and rank
  35. 35. FIND COMPETITORS by location
  36. 36. STALK THEM Check out their overlapping keywords and what content they’ve created that’s ranking
  37. 37. VIEW COMPETING CONTENT This example shows the content for RunningShoesGuru.com that matches my group for “Feature - Durability” in “Trail Shoes”
  38. 38. VIEW COMPETING KEYWORDS individually and by group
  39. 39. VIEWING COMPETING KEYWORDS individually and by group This is a great way to learn:
 ‣ 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
  40. 40. 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.
  41. 41. 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
  42. 42. 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.
  43. 43. ERIN’S tricks
  44. 44. ERIN’S TRICKS CHALLENGE: You’re launching a new trail running shoe that is super 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
  45. 45. 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
  46. 46. 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
  47. 47. 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
  48. 48. THANK you ERIN ROBBINS | GINZAMETRICS | @TEXASGIRLERIN

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