guerilla competitive research for sem by jon meck

#SMX #33C @JMECK

The Non-Hack Presentation

Guerilla Competitive Research For SEM

Jon MeckTechnical Marketing Manager, LunaMetrics

#SMX #33C @JMECK

The Non-Hack Presentation

Guerilla Competitive Research For SEM

Jon MeckTechnical Marketing Manager, LunaMetrics

#SMX #33C @JMECK

This Is Me

Jon MeckTechnical Marketing Manager

#SMX #33C @JMECK

I LOVE DATA.

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I’M NOT GOING TO TALK ABOUT DATA.

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I’M NOT GOING TO TALK ABOUT DATA.

Well, Maybe A Little…

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Let’s Talk About Process

GATHER - collect ideas and opportunities

SELECT – choose best ideas

ACT - let ideas loose in wild

MEASURE – collect and report on results

#SMX #33C @JMECK

GATHER - collect ideas and opportunities

#SMX #33C @JMECK

SELECT – choose best ideas

#SMX #33C @JMECK

ACT – let ideas loose in wild

#SMX #33C @JMECK

MEASURE – collect and report on results

#SMX #33C @JMECK

So Where Does Data Fit In?

GATHERSELECT

ACTMEASURE

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GATHER - collect ideas and opportunities

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CONVERSATIONIS THE NEW,BEST TOOL.

#MarketingHacks

TM

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#SMX #33C @JMECK

CONVERSATIONSWE LISTEN

IN ON

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• Look for key differentiators• Look for problems you have• Look for problems you SOLVE

Use Alerts to Find Conversations

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www.trackreddit.com

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www.talkwalker.com/alerts

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www.talkwalker.com/alerts

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CONVERSATIONSWE HAVE

WITH STRANGERS

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• Ask direct questions• Get fresh ideas• Seek out the INTENT

Get Outside Of Your (Data) Echo Chamber

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A Step-by-Step Guide to Conducting Competitive Analysis

CXL institutebit.ly/smx-jon-cro

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A Step-by-Step Guide to Conducting Competitive Analysis - CXL institute - bit.ly/smx-jon-cro

If you are doing a moderated usability study with a sample that is close to your

target customers, start by asking the participants to enter a query into Google…

What results show up? What do they choose to click?

Why?

“

”

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www.usertesting.com

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Guerilla Testing with Usability Cafe

Google Developersbit.ly/smx-jon-cafe

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Guerilla Testing with Usability Café - Google Developers - bit.ly/smx-jon-cafe

Surprisingly, up to 85% of core usability problems can be found by observing just 5

people using your application.

“

”

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CONVERSATIONSWE HAVE

WITH CUSTOMERS

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• They’ve already analyzed the competition• Push for specifics• Drill down into their search process

Ask The People Who Already Did The Work

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Are Your Customers Asking About The

Competition?

Driftbit.ly/smx-jon-drift

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Are Your Customers Asking About The Competition? – Drift - bit.ly/smx-jon-drift

There is no better “growth hack” than setting aside time to actually talk to your customers…

Whoever gets closer to their customers will win — and this is your most important advantage

when it comes to the competition. Use it.

Do all of the things that don’t scale.

“

”

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• One-on-one conversations• Feedback in exchange for…• Build into existing processes• Don’t forget about sales losses

How Can You Solicit Feedback?

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WRITE THESE DOWN….

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BE DATA-INSPIRED, NOT DATA-DRIVEN

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USE CONVERSATIONS TO SEEK OUT INTENT AND GATHER IDEAS

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USE DATA TO INFORM, ACTIVATE, AND

TEST IDEAS

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SEE YOU AT THE NEXT #SMX!

Thank You!

Download Slideslunametrics.com/smx-jon