Using Local and Competitor Data for a Targeted Marketing Strategy

Using keyword, content, and competitor groups to target features, products, audiences and more.

Transcript

Combining Local Audience and Competitor Data for Targeted Marketing Strategy

    1. 1. COMBINING LOCAL AUDIENCE & COMPETITOR DATA FOR A TARGETED MARKETING STRATEGY GinzaMetrics @texasgirlerin #intelcontent
    2. 2. YOU’RE HERE TODAY, (BTW, HERE IS LAS VEGAS – IN CASE LAST NIGHT GOT A LITTLE CRAZY) SO CHANCES ARE… GinzaMetrics @texasgirlerin #intelcontent
    3. 3. YOU’RE DEALING WITH CONTENT GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    4. 4. YOU KNOW THAT 
 PEOPLE FINDING IT IS IMPORTANT GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    5. 5. YOU’VE GOT MORE THAN ONE PROBLEM TO DEAL WITH MOST DAYS… GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    6. 6. 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.” GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    7. 7. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    8. 8. FANTASTIC… HOW DO WE DO THIS ON A BUDGET WITHOUT TONS OF NEW TOOLS, CRAZY WORKFLOWS, OR OTHER SH*T I DON’T HAVE TIME FOR? GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    9. 9. YOU CREATE GROUPS YES, IT’S THAT SIMPLE AND I JUST SOLVED ALL YOUR PROBLEMS. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    10. 10. ‣ CAMPAIGNS ‣ MESSAGING ‣ FEATURES ‣ PRODUCTS ‣ AUDIENCES ‣ LOCATIONS ‣ COMPETITORS ‣ TARGET ACCOUNTS (ABM) ‣ DEMOGRAPHICS ‣ CONTENT TYPES EXAMPLES OF STUFF GROUPS CAN HELP YOU COMPARE, COMBINE, & ANALYZE GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    11. 11. THEY ALSO HELP YOU ‣ VIEW DATA IN WAYS THAT MAKES SENSE ‣ HANDLE MULTIPLE VARIABLES ‣ SPEED UP REPORTING GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    12. 12. GETTING STARTED: THE SETUP THIS REALLY IS THE MOST IMPORTANT PART GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    13. 13. 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.) GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    14. 14. 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. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    15. 15. 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 SHOES These are things I might want to track and compare for Nike trail running shoes, so we’ll create groups for each of them. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    16. 16. 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 FEATURES In this example we’ll look at two trail running shoe features: responsive cushioning and durability GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    17. 17. WHAT CAN WE USE TO CREATE GROUPS? ‣ KEYWORDS & TOPICS ‣ CONTENT ‣ COMPETITORS ‣ LOCATIONS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    18. 18. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    19. 19. vsDURABILITY CONTENT RESPONSIVE CUSHIONING KEYWORDS KEYWORDS KEYWORDS CONTENT KEYWORDS KEYWORDS KEYWORDS COMPARING FEATURES LANDING PAGE VIDEO BLOG POST VIDEO INTERVIEW LANDING PAGE + + + + + + GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    20. 20. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    21. 21. THE SETUP PRACTICALLY SPEAKING GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    22. 22. 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. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    23. 23. ADD CONTENT TO THE GROUP ‣ This will also automatically add new content that matches these rules to the group as well. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    24. 24. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    25. 25. ADD CONTENT TO THE GROUP MANUALLY ‣ Add content and targeted keywords manually to isolate URLs. This works for onsite and offsite content. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    26. 26. ADD KEYWORDS TO THE GROUP ‣ Add keywords once, and they are applied to all content GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    27. 27. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    28. 28. CHOOSE LOCATIONS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    29. 29. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    30. 30. CHOOSE COMPETITORS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    31. 31. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    32. 32. COMPETITOR GROUPS These groups will be how you filter, report, and discover new content GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    33. 33. NOW IT’S TIME TO DO INTERESTING STUFF GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    34. 34. FIND NEW COMPETITORS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    35. 35. FIND NEW COMPETITORS BY YOUR GROUPS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    36. 36. 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. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    37. 37. FIND COMPETITORS by individual target keyword GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    38. 38. NEW COMPETITORS BY KEYWORD ‣ Isolate keywords and phrases ‣ Target by search volume, competition score, and rank GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    39. 39. FIND COMPETITORS BY LOCATION GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    40. 40. STALK THEM Check out their overlapping keywords and what content they’ve created that’s ranking GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    41. 41. VIEW COMPETING CONTENT This example shows the content for RunningShoesGuru.com that matches my group for “Feature – Durability” in “Trail Shoes” GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    42. 42. VIEW COMPETING KEYWORDS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    43. 43. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    44. 44. 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. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    45. 45. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    46. 46. 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. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    47. 47. ERIN’S TRICKS GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    48. 48. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    49. 49. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    50. 50. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    51. 51. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    52. 52. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    53. 53. 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 GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    54. 54. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    55. 55. GinzaMetrics @texasgirlerin #intelcontentGinzaMetrics @texasgirlerin #intelcontent
    56. 56. THANK YOU ERIN ROBBINS | GINZAMETRICS | @TEXASGIRLERINGinzaMetrics @texasgirlerin #intelcontent

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