Need your Content Marketing to generate better ROI? Say Hello to Competitive Intelligence

With dozen competitors for any product/service segment, grabbing the attention of target audience remains tricky. Competitive Intelligence can help produce content that converts, sells and nurtures – All In One!

 

Internet has done many wonders. One of them is the digitization of buyer-seller relationship. This has aided fast shopping experiences, fuss-free monetary dealings and made bulk options available at fingertips of the end consumer. This rosy picture has but one hiccup. The whole person to person connect goes amiss to a great extent and companies keep wondering what their customers actually need or desire.

Competitive Intelligence is a technological marvel that helps businesses to analyze and predict with great reliability what can click with specific customer segment. How it happens? By collecting, understanding and calculating information from anything external that relates to business – competitors, market forces, seasonal nuances, customer preferences/buying behavior, content catalysts etc. It allows you develop a base to anticipate things good/bad for your products and make wise content investments.

Why should I be excited for Competitive Intelligence?

Learning the opportunities and deterrents for your intended client segment means you can plan your content marketing strategy in line with this acquired knowledge. And as a result, you can be assured of greater returns by tapping the increased traffic and converting leads into sales.

Content then becomes a futuristic tool that attracts and retains your buyers – way before your competition does it! And if you add a tinge of personalization in this competitively intelligent content, you will have loyal customers for life.

By jumping on the Competitive Intelligence bandwagon, you can benefit by:

  1. Discovering the keywords and relevant terms that help your competitor sites to garner traffic. Including these terminology in your content stack up means you can dominate the search results and divert the audience to your business.
  2. Understanding the right content mix that works by identifying the content gaps, correlation between frequency and content type, new content ideas, desired ratio of third-party: branded: curated content. Basically you know what type of competitor content is getting views, shares and mentions and what worked for them.
  3. Reducing the guess work risks and creating impactful content backed by data on buyer landscape that sets you for an early advantage by moving the customers faster through the funnel
  4. Monitoring business environment to eliminate threats during the entire buyer journey by providing targeted and unique content during the awareness, consideration, and decision stage
  5. Identifying authoritative websites/domain links that backlink competitors content and similarly content amplifiers/influential sharers who are helping their content to get distributed
  6. Knowing what content category works for different social channels and how it generated desired customer engagement for competition

What things should concern me while deploying competitive intelligence (CI)?

Competitive Intelligence draws its value from the fact that companies who use it can fine-tune their content marketing process to make it customer focused and eventually revenue friendly. The evaluated information can be highly crucial if used effectively and to ensure this at each stage of implementing competitive intelligence, the entrepreneurs should have following considerations:

  1. Pre-planning Stage: The stakeholder buy-in has to be tightly linked with CI, as the investment matters and the reasoning should be basis the current gaps in content and relative worth in comparison to competitors. Any past strategies for making customer oriented content should be analyzed for loopholes to avoid the same mistakes with CI. Content Marketing should be at the forefront of boardroom discussion to flesh out the outcomes of investing/not investing into it.
  2. Planning and Direction Stage: This requires to clearly state for everyone involved why competitive intelligence is required and how each team (Sales, Marketing, Product Development, IT, R&D etc.) will be impacted or contribute towards it. Identify where does your content currently rank in contrast to competitors by segmenting and grouping them as per priority.This requires answering the questions:
    1. What do we need to know and Why?
    2. What competitors we would like to study/audit?
    3. What content categories and platforms are we interested in?
    4. What is our target buyer persona (a.k.a Source Targeting)? Where, When and how you and your competitors reach them?
    5. What is the effectiveness of current programs?
    6. What are the long-term market prospects for our product/service?
  3. Collection and Validation Stage: In line with the set purpose or goal of the CI project, pinpoint the sources of data collection and start the process of advanced monitoring. Some of the info mining can be manual involving human intervention; the others can be automated through intelligence crawlers, extraction and machine learning tools.Be careful to segregate strategically valuable insights from the clutter. This will lend focus to CI exercise and ensure you don’t get lost in the maze of information.
  4. Analysis Stage: This is where things get interesting. The understanding of competitors and market forces is transformed into actionable To-Do’s for content mapping. It tells you where you can up your game immediately and where you need to improve on a sustained timeline. Ensure to be astute with the observations and drive content marketing ideas from each of the short-listed insight.
  5. Implementation and Review Stage: Before implementing the intelligence gathered, it is extremely important that various stakeholders are on same page with respect to content delivery plan for various channels and audience groups. This synergy ensures CI is leveraged maximum by producing and disseminating focused content.Similarly an objective and regular review would help to identify progress on the success of marketed content in terms of new and repeat customers engaged, sharing of content on social media and sales numbers emerging from targeted content. Necessary tweaks should be done as and when the market trends and competitor approach changes.

Competitive Intelligence is changing the way we develop and market content. It will become more powerful as solutions now not only cater to the past (What happened) but also the future (What will Happen). Are you ready to make your business competitively intelligent?

Our clients love the way we give their content that rare competitive edge. Explore how our digital experts can get you content that avidly hooks your customers by visiting www.flynaut.com


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Game changing Digital Marketing Trends in 2018

If you look at the market trends over the last few years, especially the last 10-15 years, you’ll realize the growing impact that digital platforms have had on the market. If you consider advertising or marketing for example, you’ll see that from a conventional mainline or traditional approach there has been a 90% shift to digital, with only 10% concentration on offline activations. There has been a phenomenal growth in paid search, organic search, Social media marketing, and off late-mobile and video marketing.

 

When it comes to the most popular devices used, mobile phones and smartphones are leading the pack, followed by laptops and desktops.  From the last year to this year, trends haven’t really changed completely, but they have definitely evolved. Content marketing, Video marketing, Big Data are not new names, but these have continued to grow in importance over the last year to such an extent that they definitely make the list for Top Digital Marketing trends to watch out for in the coming year.

Here are the trends that a digital marketer will see this year.

  1. Personalizing the customer’s user journey – There’s nothing that works better than personalizing and making the user feel more involved and connected to the brand/product by means of customization and personalization. Websites have used this tool well, especially in the field of ecommerce, travel and finance. If a website or app is on our mind, you need to take this point extremely seriously. Customers are not interested in your promotional methods if they do not find a personal connect to the services or products being offered.
  2. Integrating Social Messaging Apps into their communication – Whatsapp and Facebook Messenger are the most widely used messaging apps today, by young and old alike. Brands and products are looking to tap more and more into these channels and inculcate their messaging to be routed through these platforms to create a desirable impact on the consumers’ minds. Imagine being able to share a product you like, on WhatsApp. Easy and convenient, isn’t it? A social messaging app icon has been an addition to the social sharing buttons on many leading websites.
  3. VIDEO Marketing – Video is the next big thing in the marketing world, and the most catchy content format today. Vox pop videos, quirky relatable videos and interesting trivia videos  seem to be making the rounds nowadays and have extremely high share-ability among today’s youth. There was a time that YouTube was the second biggest search engine, but it’s come to a time now when it has overtaken Google as the biggest search engine out there. That goes to show the progress that video has made in terms of making an impact on Digital Marketing, creating a niche for itself in terms of customized content and style of content.
  4. Focusing more on Search Marketing – What this basically means is integrating search engine marketing into your content marketing strategy.  Using Adwords and key word optimization goes a long way in helping you target your audiences correctly so that the desired message reaches the correct person at the correct time.
  5. Micro Influencers – Among all the technicalities and the jargon of the big processes, people are forgetting the main penetrative strategy that has been working so very well for businesses on social media, especially fashion and beauty brands. These Micro influencers basically act as the voice of the brand, without being direct brand advocates. They vouch for the quality of the product they endorse and influence a huge fan base to think favorably towards the product in question.
  6. Shifting the focus from one generation to another – A lot of our attention of late has been on the Millennials and how to grab their attention. But now the time has come to focus on the younger generations as well, to profit from the efforts in the decades to come. Generation Z as we know it, or the post millennials/ iGeneration or the homeland generation comprises of people born in the late 1990s and 2000’s. The oldest people in this generation are just about in their 20s. 2018 is the year to begin the shift of focus from Millennials to Generation z. Not completely, but the process needs to begin.
  7. Consumer Personalization – The best way to increase sales and engagement with the audience is to personalize your communication and send them personalized content. Chatbots do a great job as well as e-mailers with customized information in terms of name, date, data etc. Imagine you’re insured with a company that sends out information that is relevant to you as well as policy and countdown mailers with your name, and premium amount mentioned each time. Makes you feel important doesn’t it? This kind of information sharing goes a long way in terms of adding to the bond between the consumer and the business.

Now that you have all this information in store, let’s get to the next step- building and marketing your product. Have an idea in mind? Let’s discuss! Connect with a specialist at Flynaut right away! Toll free number (833-FLYNAUT)


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The Definitive Guide to Mapping out Your Ideal Buyer’s Journey

Before going into the details of finding a ‘Definitive Guide to mapping out your ideal Buyer’s Journey’, let us first understand what is this map that we’re referring to.

A Customer’s buying journey map is basically a story that tells us everything right from the initial contact, to engaging with the seller, to forging a long lasting relationship. It could either focus on a particular part of the buying journey or give an entire overview of the journey. Keeping all technicalities aside, it would be safe to say that the goal of all customer journey maps is the same – To teach the buyers more about their customers.

 

When we talk about a guide to mapping their journey or discuss the ‘How to’ part of the process, let’s first identify what we’re trying to do here. This buyer’s journey that we speak of is the “guidebook” of your website that leads customers through their journey right up until the point of purchase. The journey map or guidebook needs to be such that your website should guide customers on what content to consume first, where to go, what to see and ultimately, what to buy. Simply put, the website must be “user friendly.”

While mapping out your customers journey, it’s best to break it down into 3 key phases –

  • Awareness stage: This is the most nascent stage in the journey, where the customer just about identifies that he has a need and that must be satisfied. At this point, the customer doesn’t care about your offerings or your product. He simply has a problem that he needs a solution to and this is the stage at which the website should look to address the pain points of the customer. For this stage, e-books, informative blogs and articles work best.
  • Consideration stage: This is the point at which the customer now ‘considers’ your product. The customer has done his or her research on the pain points and decided that your company might just have the answer to their problem (It is said that an average customer consumes around 11 pieces of content about a product before purchasing it.) This is the stage where you make your move and impact the minds of your customers. At this point showing them tutorials, customer reviews, testimonials and product videos would work best and help them settle on your product as the solution to their problems.
  • Decision Stage: This is the last and final stage of the process, where the customer arrives at the conclusion of purchasing your product after considering the various factors in play – customer service, price, delivery time etc. This is where you should be talking about your company the most. Free trials and demos, calls, face-to-face interactions work wonders here in sealing the deal. The meeting or the call is the key and can make or break the deal. For this, an ideal model to follow would be the B.A.N.T. model for your call.

B – Budget of the consumer

A – Authority. Who is really the one in charge and ultimately going to buy the product

N – Need for the product. What kind is it, how urgent is it?

T – Timeline. When do they need it and by when can you deliver?

Now the last step that you need to do is determine the Cost of Inaction. What this means is that you need to figure out what’s worse for the customer – Buying that particular product at slightly unfavourable terms…or not buying the product at all. If the cost of inaction is greater than the cost of buying, then it’s an ideal situation for the seller who can then negotiate with the buyer and ultimately seal a deal.

If you follow this simple framework, and keep a level headed approach to mapping your buyers journey then you realise that it positively affects the sales volume of your product and impacts it positively. Remember to break down the journey and analyse each part!

See, things really aren’t that difficult once you know how to navigate your way through the problems. Handing over a job to experts of course helps you take your dream to the next level. Don’t think that an idea you have is too far-fetched. If you want to get that website rolling, you absolutely must! We’re here to help you out in every step to make sure WE build YOUR dream together.

Connect with a specialist at Flynaut right away! Toll free number (833-FLYNAUT)