the competitive edge - inbound marketing and competitive analysis
TRANSCRIPT
THE COMPETITIVE EDGE:
Inbound Marketing and
Competitive Analysis
Janet Aronica
Inbound Marketing Manager
HubSpot | @JanetAronica
Eric Keating
Online Marketing
Manager
Compete | @Compete
HOUSEKEEPING
Slides & Recording will be presented
after webinar
Interact with us using the Questions
pane here or on Twitter
Hashtag for today:
#compedge
I’m Janet. @JanetAronica…
(and stuff.)
3
+
http://bit.ly/Hub140
Marketing & Community at
oneforty, now Inbound
Marketer at HubSpot
How marketing is changing
The importance of social media listening
The steps for creating an inbound marketing plan
Questions & answers
1
2
3
4
57%
8
of internet users
search the web
each day
Source: http://slidesha.re/qkcgy8
46% 46% of those searches
are for products and
services.
• Blogging
• Podcasts
• eBooks
• White Papers
• Webinars
• Photos
• Videos
13
• Direct Mail
• TV and Radio ads
• Cold Calling
• Trade Shows
18
Lead @replies
competitor on
“Hey, was doing some research and
noticed you were looking at a competitor.
Can I help?”
24
Create content that answers
questions.
Draw a line in the sand.
They don’t care about you yet.
Answer
questions with
CONTENT
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
25
QUALIFIED TRAFFIC
SALES
Get Found
Convert
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
29
QUALIFIED TRAFFIC
SALES
Get Found
Convert
32
CREATE
CONTENT from
content. Blog post you write
today -> chapter in the
eBook you publish later
this month -> that you’ll
Tweet about.
GENERATE LEADS
with inbound
marketing
Create Content
Optimize
Promote
Analyze
33
QUALIFIED TRAFFIC
SALES
Get Found
Convert
39
Competitive Intelligence through Digital Insights
• Where do I stand against my market/industry?
• Who are my competitors attracting online?
• What keywords are working for my competitors?
• Where is my market’s traffic coming from?
Janet Aronica
Twitter.com/janetaronica Facebook.com/janetaronica
Linkedin.com/in/janetaronica [email protected]
www.HubSpot.com
THANK YOU