In this free webinar you'll learn how social media listening is the first step in an inbound marketing plan for your business and how this relates to your competitive analysis efforts for marketing.

1. THE COMPETITIVE EDGE:
Inbound Marketing and
Competitive Analysis
Eric Keating
Janet Aronica
Online Marketing
Inbound Marketing Manager
Manager
HubSpot | @JanetAronica
Compete | @Compete

2. HOUSEKEEPING
Slides & Recording will be presented
after webinar
Interact with us using the Questions
pane here or on Twitter
Hashtag for today:
#compedge

3. I’m Janet.
@JanetAronica…
+
(and stuff.)
Marketing & Community at
oneforty, now Inbound
Marketer at HubSpot http://bit.ly/Hub140
3

4. 1 How marketing is changing
2 The importance of social media listening
The steps for creating an inbound
3 marketing plan
4 Questions & answers

5. 750
million
USERS ON
FACEBOOK.
5
Source: http://tcrn.ch/jwZAY1

6. 460,000
Number of new Twitter
accounts created each
day.
6
Source: http://tcrn.ch/jwZAY1

7. 15 million
Reviews of local businesses on Yelp.
7
Source: (Yelp) http://bit.ly/ilfcSc

8. 57%
of internet users
search the web
each day
46%
46% of those searches
are for products and
services.
8
Source: http://slidesha.re/qkcgy8

9. YOUR CUSTOMERS HAVE A VOICE.
(And you should too.)
9

10. IT’S TIME
TO RETHINK
MARKETING
10

11. Inbound
marketing is a
fundamental shift
in how we relate to
potential
customers
11

12. vs.
Outbound marketing Inbound marketing
12

13. • Direct Mail • Blogging
• TV and Radio ads • Podcasts
• Cold Calling • eBooks
• Trade Shows • White Papers
• Webinars
• Photos
• Videos
13

14. LISTEN
FIRST
14

15. LISTEN for:
Brand name
Competitors
Industry keywords
15

16. LISTEN
HERE:
Google Alerts
Twitter searches
Facebook
LinkedIn (LinkedIn
Answers & Groups)
Quora
16

17. How REAL
people talk.
“Competitor + sucks”
“I hate competitor”
“Anyone know of a ______?”
17

18. Lead @replies
competitor on
Twitter
“Hey, was doing some research and
noticed you were looking at a competitor.
Can I help?”
18

19. ENGAGE
Be responsive
Be gracious
Be consistent
Use a personal tone
19

20. Livefyre vs.
Disqus
20

21. Livefyre vs.
Disqus
21

22. Livefyre vs.
Disqus
22

23. Mark
West
Wineries
23

24. Answer
questions with
CONTENT
Create content that answers
questions.
Draw a line in the sand.
They don’t care about you yet.
24

25. GENERATE LEADS
with inbound
marketing QUALIFIED TRAFFIC
Get Found
Create Content Convert
Optimize
Promote
SALES
Analyze
25

26. OPTIMIZE your content
On-Page SEO
Off-Page SEO
26

27. ON-PAGE SEO
Essentials
 Page Title
 Clean URL
 Headers & Content
 Description
27

28. Lessons from
Website Tips Based on Real Data
3,674,029
websites
www.WebsiteGrader.com
28

29. GENERATE LEADS
with inbound
marketing QUALIFIED TRAFFIC
Get Found
Create Content Convert
Optimize
Promote
SALES
Analyze
29

30. Image credit: netzkobold

31. SHARING
Social Media is caring
Through Email Marketing
Through Press Releases
31

32. CREATE
CONTENT from
content. Blog post you write
today -> chapter in the
eBook you publish later
this month -> that you’ll
Tweet about.
32

33. GENERATE LEADS
with inbound
marketing QUALIFIED TRAFFIC
Get Found
Create Content Convert
Optimize
Promote
SALES
Analyze
33

34. Analyze Results – Measure!
Improve Processes
Replicate Successes
MEASURE &
analyze
34

35. MEASURE & analyze
social media
traffic
35

36. You
Talk to customers ALREADY do
Create content these things.
Measure
36

37. Don’t dip your
toe in the water.

38. Jump in ALL THE WAY.

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?
39

40. Questions?

41. THANK
YOU
Janet Aronica
Twitter.com/janetaronica
Facebook.com/janetaronica
Linkedin.com/in/janetaronica
Jaronica@HubSpot.com
www.HubSpot.com