Industry: Competitive Advertising Analysis

Like all inbound marketing strategies, we have to find out our buyer personas.

Step 1: Discovering the buyer personas

According to HubSpot, a buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer personas, considering including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better.

“I fear not the man who practised 10,000 kicks once, but the man who has practised 1 kick 10,000 times” – Bruce Lee

With the buyer persona, we can focus on where we should focus on our marketing campaigns and also product development.

Step 2: Planning topics and keywords to target

For those who don’t understand what competitive advertising analysis is about…

It is basically finding out which advertisements work and don’t work for your competitors. From this information, you’ll be able to copy only their successful advertisements and apply that to your campaign.

Like all inbound marketing strategy, we need to separate our target topics and keywords to three sections:

  • Awareness
  • Consideration
  • Decision

After you got your buyer personas down, now it’s time to find what topics and keywords they are searching for.

Here are a few topics that I discovered:

Awareness

  • How to create an advertisement
  • How to make your own advertisement
  • How to design an advertisement
  • What makes a good advertisement
  • Best advertising agencies
  • Advertisement ideas
  • Best advertising campaigns
  • Best ads
  • Best tv commercials
  • tv ratings

Consideration

  • How to increase sales with a great advertisement
  • How much do Apple spend on ads
  • Apple ads
  • Where do Apple advertise
  • Apple marketing strategy
  • Good ads to analyze
  • Analysing advertisements
  • Competitive intelligence
  • Competitive market analysis
  • Competitor analysis tools

Decision

  • BigDatr case studies
  • Interested in demo
  • What does BigDatr do
  • BigDatr review
  • Pros and cons of BigDatr
  • Adbeat vs BigDatr
  • Whatrunswhere vs BigDatr
  • SEMRush vs BigDatr

Step 3: Structuring to be content-ready

After we got our topics and keywords down, it’s time to structure the website to be inbound-ready to take in those content.

This is where a lot of marketers get wrong. They put all their content under “Blog” and they…

  • Lose out a lot of precious traffic due to Google not being able to crawl their site more efficiently
  • Reduced pages/session because visitors don’t understand how to navigate around their site
  • Increased bounce rate because of lost visitors

Here’s an example of a well-structured inbound ready website:

structure1

1st level – Home page

2nd level – Silo pages. This will be your contact us, about us, pricing, product, and blog page.

3rd level – Categories. This is where a lot of marketers mess up. In an inbound marketing strategy, most of our content will go under the blog. So in each blog,we will have lots of different categories like “best ads”, “create an advertisement”, “advertisement strategies”, “case studies”, etc.

4th level – Posts. This is where all the content we write will go into their respective categories. For e.g: Best funny ads of 2016 will be under “best ads”. How to plan a magnetic advertisement message will go under “create an advertisement”.

In our case, it would be something like this:

Home
– About us
– Blog
— Best Ads
—– Best ads of the world
—– Best ads of 2015
—– Best ads of 2016
— How To Create An Ad
—– Planning an ad
—– Choosing an ad message
—– MakingĀ an ad

Step 4: Creating the content

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Step 5: Distributing the content

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Step 6: Analyzing the content

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Step 7: Rinse and repeat

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