The first step in this process is determining who are the top four competitors that we want to use for this analysis. I like to use a mixture of direct business competitors (typically provided by my clients) and online search competitors, which can differ from whom a business identifies as their main competitors. Usually, this discrepancy is due to local business competitors versus those who are paying for online search ads. While your client may be concerned about the similar business down the street, their actual online competitor may be a business from a neighboring town or another state.
Jeff Baum is Director of Services at Hanapin Marketing and a seasoned PPC advertising professional with Hanapin Marketing. a 13 year track record of success in digital advertising. He has developed and implemented strategies to substantially grow revenue and profits for a variety of lead generation and e-commerce businesses. He has also been responsible and accountable for managing hundreds of thousands of dollars in PPC advertising spend per month. Jeff is a recurring writer for Hanapin's blog and PPC Hero.
It is a common misconception that sprinkling your chosen keyword randomly throughout your site is enough to improve SEO for B2B marketing. Unfortunately, doing so can actually result in a serious loss of business. Creating a strong keyword strategy is one of the most important things you can do to improve SEO. It is equally important to know how to do it right, as well as understand why it’s so necessary. This post will explain why a keyword strategy is important for SEO and B2B marketing, as well as explain how to create one that will draw in business.
This is one of the major reasons why organisation in a start-up is essential. You will spend less time procrastinating and more time achieving goals and completing client tasks. Spend time every day organising your digital folders and your physical folders before you start working. This will ensure that there are no distractions throughout the day and you can complete all the important tasks on time and within budget.
You may be wondering why these seemingly different strategies are included as one. The reason is that the strategy is the same: Getting the most out of your budget. The only difference is the tactics to achieve that strategy. Sure you may need to look at different metrics and dimensions of your campaigns to maximize your budget, but in the end you achieve the same thing.
It’s also best to look for those businesses that are of a similar size as yours. For example, if you’re a solo entrepreneur selling handmade potholders online, big chain grocery stores usually aren’t your direct competitors, even if they might carry handmade potholders in their inventory. Instead, look for other small to medium scale producers of handmade potholders and similar kitchen accessories.
Conduct a business download meeting. I meet with key stakeholders to learn everything I can about the business and the industry they compete in. Is the business itself growing or struggling? What about the industry as a whole? I use this time to learn what has worked and not worked from a PPC perspective and to determine if PPC performance goals are realistic and achievable (or if they exist at all).
Now, to figure out state and postal code involves a more complex process. At the core though, the geolocation services build up a network of servers from which they can send out pings, or connection requests, and known physical locations of public entities like universities and government office IPs. Eventually, with enough data, the geolocation company has the capability to triangulate any IP on the web.
I analyze the story the competitors tell with their landing pages, their site UX, and transparency (reviews, trust). Then I adjust my wireframe, making sure my client’s page can stand up to all that and more. Sometimes all I need is a better visual design than the competitor’s, but often, it is a matter of better explaining the value proposition of the service/product and putting together a more logical flow of elements.”
This can mean simply using pictures from the surrounding area or structuring the landing page around a theme that is relevant. A great example of this is Grubhub. If you access their site from Boston, you get completely different suggestions and images than you do if you access it from San Francisco. Not only does this engage the user on a personal level, it also draws them in to the page, keeping them clicking for longer.
Make a list of product features and benefits in order of importance, and prepare a table to show whether or not each of your competitors fulfill them.For example, Medium-sized companies that purchase copier machines may look for the following product benefits and features when making buying decisions: Competing Company: A B C D Features: 1. Auto paper feed 2. Auto enlarge or reduce 3. Collates 4. Staples 5. 24 Hour Repair Service 6. Warranty Benefits: 1. Easy to operate 2. Saves money 3. Good print quality 4. Dependable 5. Fast Price: $ Other factors you may want to evaluate include:
"Since consumers know what they are looking for, you can optimize your content around the core needs and problems your target audience experiences. It is your job to build an SEO strategy by knowing what your customers are looking for. This will allow you to create relevant content that your customers want to read, and as a result, your content will rank higher in Google."
It doesn’t take a marketing expert to know that marketing is a complex endeavor. With so many moving pieces, it can be hard to decide what you should focus on. What mediums do you prioritize? How do you narrow down your target audience? How do you rank better on search engines? Should you have a social media campaign? And if so, which social media platform should drive that campaign? And where in the world do you even begin to dig into this stuff?
For example, within the HubSpot Blogging App, users will find as-you-type SEO suggestions. This helpful inclusion serves as a checklist for content creators of all skill levels. HubSpot customers also have access to the Page Performance App, Sources Report, and the Keyword App. The HubSpot Marketing Platform will provide you with the tools you need to research keywords, monitor their performance, track organic search growth, and diagnose pages that may not be fully optimized.