Using geo-targeting, you use smart marketing tactics. A great example of a successful use of area segmenting is evo, an e-commerce sporting goods store. When they took the leap to open up three brick and mortar stores. Their first step was to send out an email blast for a $200 shopping trip to users in the area. Though the campaign had a 58% conversion on mobile users, the campaign wasn’t as effective at driving traffic to their store fronts.

Next up, it’s time to analyze your competition by doing some competitor research. If you want to do a complete competitive analysis, you’ll need to do a deep dive into the background, location, products or services, marketing, sales, and personnel for each competitor you identified. (You can also break out one of these areas and do a real deep dive into it.)
Many people believe that a competitive analysis is unnecessary because they feel that they have a good handle on who their competition is and what they offer. But a competitive analysis can also be used when trying to break into a new market. By conducting a competitive analysis for an environment you are unfamiliar with, you are able to model a new business that included many features that your competitors are likely to offer as well as some unique ones that may drive customers away from their typical company.
Successful online advertising requires ongoing work and optimisation to improve performance and results. Maximising output and reducing input is critical. You must clearly outline the business objectives, goals, and audiences for each campaign. This chapter outlines our PPC model which considers objectives, goals, audience, and targeting to ensure your PPC is based on a solid strategy with clear measures in place to analyse and improve as you go.
Limiting your organization to direct competitors only might lead you to a very narrow view of the market. This framework allows you to evaluate companies that aren’t just your direct competitors but companies that could easily move into your turf. You want to consider companies that aren’t currently in your category but could potentially leverage their product or technology in your space.

This is a particularly useful strategy for local businesses (or any business that takes calls, really) to target people who are likely to call them directly from a search query. With Call Extensions you can easily add a click-to-call button to your mobile ads and phone numbers to your desktop ads. Additionally, you can track customers who make calls from your website using Website Call Conversions.


WooRank is a freemium tool that provides an “instant website review.” Without a premium account, you are only allowed to generate a limited number of free reports, but you are able to view previously generated reports. Also, the tool currently offers a 7-day unlimited free trial, which gives you access to unlimited reviews. If you’re interested in purchasing a plan, the cheapest one is $49/month.
By sharing this information, you can align all stakeholders that are involved with any kind of messaging (i.e., print, TV, PR, SEO, PPC, email, blog posts, etc.) and get everyone consistently using your targeted keywords. As your audience observes messages from each of these channels, they will see that consistency. This can highly influence which keywords they then use when they use a search engine to find you or your products. These are, of course, keywords you already rank well for, which will help to increase visibility and branding even more for your entire organization.
For this reason, some companies have taken a more direct measurement approach ‎to IP geolocation vs. trying to infer it through ping triangulation.  It’s far more ‎straightforward, but requires a lot more manual effort.  Basically, these companies ‎send cars out to drive up and down every street in the country and log WiFi IP ‎addresses as well as their physical location to populate the same table that more ‎traditional geolocation companies build through technical means.   Google and ‎Skyhook both use this approach. 
For example, if a user from a high income neighborhood visits a car dealer’s site or clicks on a paid search display ad, that consumer may be directed to a landing page displaying a luxury vehicle, while consumers located in a lower income area may be targeted with a deal on an economy vehicle. The higher income consumers may be more interested in deals such as cash off or lower interest rates whereas those in lower income brackets may be more receptive to lower monthly payments.
Many people believe that a competitive analysis is unnecessary because they feel that they have a good handle on who their competition is and what they offer. But a competitive analysis can also be used when trying to break into a new market. By conducting a competitive analysis for an environment you are unfamiliar with, you are able to model a new business that included many features that your competitors are likely to offer as well as some unique ones that may drive customers away from their typical company.
IT is more cost-effective to target already existing demand to increase your market share for more qualified leads. For more tips on how to prioritize your keyword strategy and your comprehensive search campaigns, check out Directive’s Complete Guide to B2B Marketing and Demand Generation. And be sure to subscribe to our blog for weekly updates on the most innovative industry-leading tactics!

Reason: This metric can help you to know if you have well-organized content. Traffic generated from certain keywords can provide good insight into which pages a visitor typically sees as a result of that keyword query. In case you are using Google Analytics for measuring your visits, you can do it within the following path: Traffic sources > Search > Organic > Landing Pages as 1st dimension & 2nd dimension: Keyword.
In writing the summary and the presentation for the competitive analysis that I did for this collaborative note-taking app, the competitive analysis matrix helped me a lot. I drafted a document with all of the high-level takeaways from this analysis and answered all of the questions that were set as goals. For the presentation, I shared the document with the client, which helped both the client and me to finalize the features, the flows and the end requirements for the product.
Remember that martech landscape map with over 5,000 companies? Almost every product category is made up of over a dozen different players. You can’t reasonably expect to analyze all of them. You don’t need to either. An ideal competitor analysis includes three to five companies that represent the biggest threat to your business. (Go with five if you’re operating in a crowded market.)

- Hi, I'm Matt Bailey. Welcome to keyword strategy in depth. Keyword research is the fundamental building block, for all of your on-line marketing efforts. It goes beyond optimizing your website, to enabling a better connection when marketing to your audience, as you are using their language. We'll begin by finding sources for keywords, seeing how search engines deliver different results based on the types of keywords, and building your keyword lists. Next, I'll demonstrate how to effectively sift through the keyword data, in ways that maximize your ability to understand the searcher, and derive their intent. We'll see how to implement your keywords throughout the content of your website. Then, I'll demonstrate how to setup an initial Google AdWords campaign, utilizing your keywords, and avoiding the top five mistakes that companies make in AdWords. I've been marketing online for nearly 20 years, and I love to teach people how to be successful in their own businesses with the tools…
Based on your competitor’s marketing message, what kind of customer does the viewer have to be for these messages to appeal to him or her? What is their age range? Where do they have to be located? What's their profession, if any? What other customer demographics can you infer? You're essentially trying to come up with a "buyer persona", a character who best represents the person your competition is trying to reach.
For example, a coffee shop can set a 1-mile perimeter around its store and reach any user within that radius. Or, it could set a 3-mile perimeter around a nearby office complex to reach users that may be looking for somewhere to grab coffee before going into work. You can also try geo-conquesting, which targets customers around a competitor’s location.

Keywords are the crucial foundation for online marketing efforts, and in this course, author Matt Bailey shows how you best structure search engine optimization and pay-per-click plans around the insights you glean from keyword research. He helps you explore the sources for keywords and build a keyword list with research and management tools like Raven Tools, Moz, SEMrush, and Wordtracker. He shows you how to filter and interpret keyword data, observe trends, and better understand the intent of the searcher, and how to develop an informed strategy and implement keywords throughout your site for maximum searchability. Matt also covers how to apply your keyword insights to Google AdWords campaigns and measure the results of your SEO and AdWords efforts.

As the content manager, Annie manages a team of brand journalists and is the driving force behind the content strategy for companies in a wide range of industries, including healthcare, technology and professional services. Relying on interviewing skills she developed in her seven years as a journalist, she uncovers insights about what motivates buyers in these industries and uses that knowledge to shape client websites and editorial calendars.
Here’s where artifacts like user personas may come in handy. A persona should clearly outline what potential customers want and how they plan to get it. It’s your job to map their needs to content you create, using the list of keywords as a guideline for topics. That said, since they’re based on assumptions and not real user input, personas shouldn’t be a replacement for user research and testing. If your buying cycle is long and complicated, a customer journey mapping exercise could also help you identify wants and needs during individual steps of the cycle. Software service Autopilot HQ has a great post about how to map content to customer needs throughout their journey. 
1. More Powerful Personalization, Targeting and Campaign Analysis Capabilities: The capability for ever-more-specific PPC ad personalization and targeting (plus re-targeting) is available, but underused. You can, of course, target demographics and persona characteristics like age or income, customer type or purchase history/level (existing, repeat, prospect), sales funnel position, company role (for B2B ads) and more. Beyond these basics, you can now map the customer journey, learn how the visitor came to you and/or see much of the path taken to buy. This “attribution” insight can significantly improve the ROI of your 2018 campaigns; you’ll see what’s working and what isn’t, for better PPC strategies.
HubSpot's marketing automation software has several tools just for this purpose.  The first is the HubSpot keyword tool, which allows you to keep track of keywords you're targeting. Once you've done your research and know which keywords are most likely to perform well, you can import those keywords into the tool. The tool will show you how you're currently ranking for those terms and whether your ranking is moving up or down over time. 
Geo-targeting in the most traditional sense uses IP addresses to figure out where users are. Every internet-connected device has a unique IP. It’s like an address for your computer, tablet, phone, or wearable. The first three digits provide a country code. The digits after that indicate specific areas within a country, down to state, city, and postal code. To learn more about the tech behind geo-targeting, geoedge.com is a good source.
You can, for instance, target multiple areas specifically by their zip codes. Let’s say our real estate business explodes and goes nationwide and we want to look for the cheapest places to buy homes in America. We can look up a list of the zip codes with the cheapest homes and enter them as our targeting criteria, giving us a “geo-fence” that spans different communities and states:
Remember that martech landscape map with over 5,000 companies? Almost every product category is made up of over a dozen different players. You can’t reasonably expect to analyze all of them. You don’t need to either. An ideal competitor analysis includes three to five companies that represent the biggest threat to your business. (Go with five if you’re operating in a crowded market.)

Even national marketing campaigns can benefit from geo-targeting, as regional differences create opportunities to test multiple messages and refine them as a campaign continues. Geo-targeted experiments has been used successfully by businesses, charities and even political campaigns. Factoring out cultural and ethnic variations, there are still subtle regional differences in something as universal as language. A campaign for donations might be better served by using a “donate” button in one area and a “support” button in another. Similarly, customers might respond differently to the phrase “book your trip” than they do to “buy your ticket” or “schedule your trip.” The same goes for the look and feel of the advertising copy and other content.
In internet marketing and geomarketing, the delivery of different content based on the geographical geolocation and other personal information is automated.[3] A good example is the Ace Hardware website at www.acehardware.com. The company utilizes geolocation software to power the “My Local Ace” section of its website. Based on a site visitor’s location, the website's online locator service can show the visitor how many stores are in their area, as well as a city-level locator map to help the customer find the store closest to their address.[4]
Competitive analyses for SEO are not something that should be overlooked when planning a digital marketing strategy. This process can help you strategically build unique and complex SEO campaigns based on readily available data and the demand of your market. This analysis will instantly put you ahead of competitors who are following cookie-cutter SEO programs and not diving deep into their industry. Start implementing this process as soon as you can and adjust it based on what is important to your own business or client’s business.
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