According to Lathan Fritz, founder of Amerisales, geotargeting doesn’t have to mean getting down to the local level. Larger companies can use geotargeting on a regional basis to locate specific audiences for their marketing campaigns. He knows this firsthand from helping one of his clients, an e-commerce company that sells shipping supplies. Fritz’s company conducts national campaigns for this client, ranking it for search engine optimization terms in Google and running national Facebook campaigns.
The easiest way to target a particular geographic area is simply to set up a Facebook ad as usual. When you’re setting up the audience and you get to the map, hit “Drop Pin” and place the indicator in the middle of your intended target area. Then, use the radius slider to modify the full range of land that your targeting will cover. You can adjust this from 1 mile to up to 50 miles.
How do you figure out what keywords your competitors are ranking for, you ask? Aside from manually searching for keywords in an incognito browser and seeing what positions your competitors are in, SEMrush allows you to run a number of free reports that show you the top keywords for the domain you enter. This is a quick way to get a sense of the types of terms your competitors are ranking for.
Geography can also be used to predict desirable demographics and information about users in that area. Neighborhoods can often be delineated by residents’ income bracket, age, ethnicity, education, and many other demographics or interests. Politicians often draw district boundaries into areas of common political constituencies that also predict demographics or common values.
The first case is quite simple yet happens often. So for example, you have not sold tandem bikes for years (and had the word “tandem” in a negative list), then you started to sell them again. But your PPC specialist forgot to remove the word from negatives, and now you are left wondering why you are not getting any traffic for this keyword. To avoid this situation, check your negative keyword lists regularly and bring the relevant keywords back to life.
In more sophisticated use cases, geotargeting doesn’t have to be solely based on a consumer’s real-time location. Locations or businesses a customer has visited recently can be a great predictor of interests and intent, so adding targeting based on historical location as well can be key to delivering a captivating, relevant message. Denny’s had great success with this tactic in a campaign with xAd, detailed below.
If your competitors are using a social network that you may not be on, it's worth learning more about how that platform may be able to help your business, too. To determine if a new social media platform is worth your time, check your competitor's engagement rates on those sites. First, visit the following sites to see if your competition has an account on these platforms:
Why make the same mistakes your competitors have made when you can learn from them? As its name implies, SpyFu is a great way to spy on the competition so you can learn from their failures and more importantly, their successes. When you type in a competitor's URL, you'll be able to see how many keywords they are ranking for organically and even the ad value of those keywords. It also offers good analytics on backlinks driving the most traffic to your competitors' sites so you can see where you might want to publish guest blogs or be listed. If they are running any paid advertising campaigns, you can even see what campaigns they're running and how much they're spending.
7. Use a keyword research brief to share for unified messaging. The final tip is to attempt to break down the silos that are typical in medium to large organizations and share with them enough keyword data so they can be encouraged to use your targeted keywords in their respective messaging. One way to do this is to develop what I call a keyword research brief. This is simply a document that is like an executive summary of keyword research for your top keywords. This document should be no more than one to two pages. It should be a quick read. See an example of this below.
It’s easy to get frustrated when stakeholders ask how to rank for a specific term, and solely focus on content to create, or on-page optimizations they can make. Why? Because we’ve known for a while that there are myriad factors that play into search engine rank. Depending on the competitive search landscape, there may not be any amount of “optimizing” that you can do in order to rank for a specific term.
Overall score: Finally, you simply add up the scores and divide by the number of columns you have. This will give you an overall score. Then you can sort your keyword list by overall score and voilà, your keywords that are likely to perform the best for you bubble up to the top. You can weight each column if you like based on which factors are most important to you.
Take Coca Cola and Red Bull for example. They have massive marketing budgets, and the majority of that budget goes into branding and (I am guessing) very little attention is paid to determining the ROI of each individual activity they sponsor. They just know that the more they can build equity in their brand, the more products they will sell. The result? They are some of the most recognizable brands in the world. They are also extremely profitable at the end of the year – they just achieve that profitability differently than what we are used to seeing as direct response marketers.
A company rarely competes against just one competitor. In fact, in many cases, the biggest competition in the SaaS and tech industries is coming from indirect competitors. These competitors hold a commanding position in their core market, allowing them to expand into different industries and verticals. Who would have thought that Uber and Google would become die-hard competitors in the autonomous car market? As I wrote previously in my analysis of sales enablement and acceleration industry, it is almost impossible to distinguish direct and indirect competitors. In many SaaS verticals everyone competes with everyone.
But consider this: only a lead who is in the early stages of researching a product or solution (aka not ready to convert) uses such general keywords in their search engine research, simply because they aren’t yet educated enough about what they’re looking for. Similar to a negative keyword strategy, bottom-of-the-funnel (BOFU) keywords can help you reach avoid the wrong leads. These keywords are ones that are more pricing and service-oriented, which will bring in consumers who have a higher potential of converting as a result of your PPC ads.
The risk to this approach is that it isn’t always terribly accurate beyond the city to zip code level. If, for example, you were to use MaxMind’s demo service to locate your own IP, it will likely show you perhaps a mile away from your actual address, likely at the nearest network node, the point at which your computer connects to your ISP’s network infrastructure.
The first part of your competitive analysis only requires basic research. You’ll just be looking up and making note of easy-to-find facts about your competitor’s business. For this part, you’ll need to have some idea about who your small business competitors are, where to find their website and social media pages, and perhaps have access to their offline marketing materials such as brochures, ads, and posters.
A backlink gap analysis aims to tell us which websites are linking to our competitors, but not to us. This is vital data because it allows us to close the gap between our competitors’ backlink profiles and start boosting our own ranking authority by getting links from websites that already link to competitors. Websites that link to multiple competitors (especially when it is more than three competitors) have a much higher success rate for us when we start reaching out to them and creating content for guest posts.