guerilla competitive research for sem by jon meck
TRANSCRIPT
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#SMX #33C @JMECK
The Non-Hack Presentation
Guerilla Competitive Research For SEM
Jon MeckTechnical Marketing Manager, LunaMetrics
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#SMX #33C @JMECK
The Non-Hack Presentation
Guerilla Competitive Research For SEM
Jon MeckTechnical Marketing Manager, LunaMetrics
![Page 3: Guerilla Competitive Research for SEM By Jon Meck](https://reader033.vdocument.in/reader033/viewer/2022050914/5a647d0e7f8b9a27568b4fd7/html5/thumbnails/3.jpg)
#SMX #33C @JMECK
This Is Me
Jon MeckTechnical Marketing Manager
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#SMX #33C @JMECK
I LOVE DATA.
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#SMX #33C @JMECK
I’M NOT GOING TO TALK ABOUT DATA.
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#SMX #33C @JMECK
I’M NOT GOING TO TALK ABOUT DATA.
Well, Maybe A Little…
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#SMX #33C @JMECK
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
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#SMX #33C @JMECK
GATHER - collect ideas and opportunities
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#SMX #33C @JMECK
SELECT – choose best ideas
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#SMX #33C @JMECK
ACT – let ideas loose in wild
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#SMX #33C @JMECK
MEASURE – collect and report on results
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#SMX #33C @JMECK
So Where Does Data Fit In?
GATHERSELECT
ACTMEASURE
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#SMX #33C @JMECK
GATHER - collect ideas and opportunities
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#SMX #33C @JMECK
CONVERSATIONIS THE NEW,BEST TOOL.
#MarketingHacks
TM
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#SMX #33C @JMECK
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#SMX #33C @JMECK
CONVERSATIONSWE LISTEN
IN ON
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#SMX #33C @JMECK
• Look for key differentiators• Look for problems you have• Look for problems you SOLVE
Use Alerts to Find Conversations
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#SMX #33C @JMECK
www.trackreddit.com
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#SMX #33C @JMECK
www.talkwalker.com/alerts
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#SMX #33C @JMECK
www.talkwalker.com/alerts
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#SMX #33C @JMECK
CONVERSATIONSWE HAVE
WITH STRANGERS
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#SMX #33C @JMECK
• Ask direct questions• Get fresh ideas• Seek out the INTENT
Get Outside Of Your (Data) Echo Chamber
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#SMX #33C @JMECK
A Step-by-Step Guide to Conducting Competitive Analysis
CXL institutebit.ly/smx-jon-cro
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#SMX #33C @JMECK
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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#SMX #33C @JMECK
www.usertesting.com
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#SMX #33C @JMECK
Guerilla Testing with Usability Cafe
Google Developersbit.ly/smx-jon-cafe
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#SMX #33C @JMECK
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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#SMX #33C @JMECK
CONVERSATIONSWE HAVE
WITH CUSTOMERS
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#SMX #33C @JMECK
• 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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#SMX #33C @JMECK
Are Your Customers Asking About The
Competition?
Driftbit.ly/smx-jon-drift
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#SMX #33C @JMECK
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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#SMX #33C @JMECK
• 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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#SMX #33C @JMECK
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#SMX #33C @JMECK
WRITE THESE DOWN….
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#SMX #33C @JMECK
BE DATA-INSPIRED, NOT DATA-DRIVEN
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#SMX #33C @JMECK
USE CONVERSATIONS TO SEEK OUT INTENT AND GATHER IDEAS
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#SMX #33C @JMECK
USE DATA TO INFORM, ACTIVATE, AND
TEST IDEAS
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#SMX #33C @JMECK
SEE YOU AT THE NEXT #SMX!
Thank You!
Download Slideslunametrics.com/smx-jon