The reality? The best place to hide a dead body? Page 2 of Googlesearch.
80% of people don’t look past the top 3 results on Google, 90% don’t look past page 1.
Where does your business’ page land?
Let’s talk competitor analysis – ’cause whether you’re going to be rocking your brand on social media & content – or you’re looking to start diving into paid traffic & advertising – it’s important to understand the WHO and WHAT:
WHO your competitors are
WHAT they are doing!
Since we live in such an awesome time – the possibilities of competitor analysis and how to approach it are endless; and while there are softwares, SAaS’s, and agencies that can help you rock this [afterall these are the “anti-rockstars” (or rockstars – whichever word you prefer!) and spend their lives rocking success in this category].
However, if you’re wanting to at get a foot in the door and see what’s smelly – there’s plenty of free & frugal resources as well. Ready…. Set…. Let’s Go.
(DISCLOSURE: For the example of this information – I utlized the website: http://dalzelldesignlandscaping.com/ which I in no way endorse nor am endorsed by!)
1.) YOU GOTTA KNOW ‘EM TO SHOW ‘EM (UP, THAT IS): I am constantly telling companies to go sign up for SpyFu.com It’s $79 a month – but even the bit of information that it gives you for free, is priceless!
(Similar to SpyFu – and sometimes better depending on the business/industry- KeywordSpy.com is great too; here’s some of the info they shared):
2.) DEFINE YOURSELF: Now that you’ve done a brief ‘self analysis’ in comparison to your competitors – find out what your targeted demographic is searching for.
This is where your own websites Google Analytics tool (or Google Webmasters, or whatever software you use to track & measure your conversions and traffic). Since I don’t have rights to DalzellDesignLandscaping.com – I will share my own website’s info:
(Hey RoundPeg.biz – thanks for the traffic!)
From there – I can do a multitude of things (all of which should be done, but order may differ):
Visit Trends.Google.com – The keywords that I am being found for – how common are they? Are they being searched for, for anything other than me? (Nope!) I then know to check out things like “Digital Marketing” or “Inbound Marketing” (or in Dalzell’s case – “Augusta Georgia Landscaping” or even “Landscaping” in general).
Go back to SpyFu or KeywordResearch and measure my desired keywords – if it’s “Augusta Georgia Landscaping” – finding out who is ranking for those keywords specifically – and seeing what they are advertising/doing organically to build traffic for those keywords.
BUILD and pay! BUILD and pay! BUILD AND PAY! I can’t stress this enough – especially for a local/small business such as Dalzell – there is NO excuse for not having paid advertising – their competitors are all running campaigns on Google Adwords & Facebook! There competitors are ALSO all building rich content within their website via traffic linking and index’s/folders – and that is crushing any chance Dalzell has.
This is a high level overview of a task that is completely essential however not one easily grasped quickly. While building familiarity and understanding of concepts allows you wisdom; I would leave success to the pro’s in the industry!
Go research yourself! “ViewSource” your own page and see what your page is showing for your Meta tag’s. Check yourself out on KeywordResearch or SpyFu (or SEOMoz or Hubspot or many of the resources out there!). “ViewSource” your comeptitors pages – what are they tagging on their pages? Check out their PPC (paid per click) campaigns – what demographic & keywords are they targeting? How much are they spending? What is their conversion rate? Etc.
Just remember – ignorance is never bliss when it comes to your business’ growth & success!
“Sell Me This Pen” (As an Inbound Marketer that is!)W
I’m a big fan of dictionaries & definitions. I first learned about the amazing benefits of dictionaries & definitions when learning more about the Study Tech. They said think of the word “Cow”; and then write down what your definition of the word “Cow” would be.
How quickly I learned the value in dictionaries! While I don’t remember the exact ‘definition’ I wrote down – I’m sure it had to do with some 4 -legged animal/farm animal. When in reality, ‘cow’ can have several different meanings – and if you do not understand each of them ( or KNOW what it means) – how lost and confused (and turned off to further understanding) will you be? [You can read more here. or purchase the amazing book here!]
But in brief – to “have a cow” (as in owning a farm animal) vs “having a cow” (as in an emotional reaction) – are two entirely different things and need to be understood as such, to be fully grasped and accepted.
Inbound Marketing is quite the same.
Unlike “Cow” – if you Google Search: Define: Inbound Marketing – there is no immediate result; instead it links you to other resources & pages that have defined the term. (Update: Google has now added the definition – will Bing be adding the definition soon than as well?)
Some of the first queries define Inbound Marketing as:
- Wikipedia: promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which serve to bring customers in closer to the brand, where they want to be.
- Hubspot: Sharing is caring and inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
- TrustEMedia: defined as a marketing strategy where businesses implement tactics to “get found”, or as we say, “get spotted” by customers.
However, I think that Johnathan Dane of Disruptive Advertising – best summed it up during a conversation we had many moons ago: Traditional marketing efforts are disruptive & interruption focused while inbound marketing is connection & draw focused.
On the contrast – if you aim to define Outbound (which some may argue is the ‘opposite’ of Inbound Marketing):
- Google: Outbound marketing examples: Tradeshows, TV commercials, radio commercials, print advertisements (newspaper ads, magazine ads, flyers, brochures, catalogs, etc.), cold calls, and email blasts.
- Wikipedia: Older, non-pejorative sense of marketing communications Newer, pejorative sense of interruption marketing
- Marketing-Schools.org: Outbound marketing tries to reach consumers through general media advertising as well as through in-person contact. Depending on the venue, the approach can be extremely broad (TV advertising), thoroughly personal (face-to-face meetings), or “impersonally personal” (cold-calling or blanket emails). Through each outbound methods, sales leads are generated and then followed by internal sales representatives.
If you Google “Outbound Marketing” – you receive ~ 6 million page results; while if you search for “inbound marketing” (the ‘new’ way) you’ll find over 10million page results. THAT alone should speak volumes about the support and emphasis on inbound vs outbound marketing.
However – what about when it comes to sales?
I would never deny that any form of marketing/advertising & sales – are MEANT to go hand in hand. However, I would very well argue that outbound marketing (as well as ‘cold calls/the entire process of disruption/interruption of stereotypical sales) – something of the past!
If you could spend 10 minutes a day and an additional 2-3 hours a week engaging with your targeted demographic/audience – knowing that you would see results & benefits, wouldn’t you? If you knew you could spend a nominal on a salary or agency fee– knowing you would receive a HUGE ROI – wouldn’t you?
Maybe NOT – but you should!
While marketing is never meant to REPLACE sales – I argue that I could draw in amazing successfully nurtured sales via social media, engagement, content (blogs that generate in SEO/content on your website that will create leads + guest blogging that creates leads & traffic from other websites), paid advertising (I’m Google Adwords & Bing Ads certified – as well as a facebook advertising rockstar… #justsaying)and more – that would generate in leads that went straight to the funnels you wanted, but were nurtured & ready for that sales person to connect & close – rather than having to have the sales person waste their time, effort, energy & expense – trying to nurture the client.
Depending on your business/company funnels and approach – the entire sales & marketing spectrum could differ from another company or business’s funnels and approach – however; INBOUND MARKETING is absolutely ESSENTIAL to include on your SALES TEAM!
After all – what business doesn’t want to grow because others are so passionate and engaged with your brand?
P.S.– How would I, Blair Pettrey, sell the pen as an inbound marketer?
1.) Paid Advertising & Engagement(Hand in HAND!)I would create paid advertising that targeted my demographic – depending on whom that demographic was, I may only focus on Facebook (a more targeted & cheaper resource) – or I may include Google Adwords/ BingAds as part of the campaign. I would create (strategic, keyword rich & researched) content both within the advertising as well as on social media, the company blog, and other verticals, joint venture partners and platforms – that would generate leads….
2.) Landing Page OptimizationFrom the leads that were generated from paid advertising and social media/content/linking – I would optimize the experience of the viewer. Depending on where the lead came from – I would create an unique & targeted landing page (and thus funnel) specifically geared to them. (This is where utilizing LeadPages and/or Unbounce come in handy!)
3.)Build Specific Sales/Marketing FunnelsFunnels that are specific to the lead are absolutely essential. By being able to nurture leads based on where they are coming from (what traffic source), and where in the sales process they may be – prevents any over sales/under nurturing. It allows you to build trust and engagement – without wasting your sales teams time – until that lead is truly nurtured and ready for the solution your company has! (I’m also trained in AMAZING sales & marketing funnel building & generation techniques including Jeff Walker’s Product Launch Formula)
4.)By my Focus on the LEAD Engage, Connect, Nurture, and Draw Leads so WELL that by the time they’ve contacted your company/reached your e-commerce store – they are ready to BUY. They’ve built trust & desire so much in your offer/product/service – that the sale is done – no closing/selling necessary!
5.)They say there are two rules to success– and the first rule? Never telleverythingat once!