Yes, you can acquire customers by writing about your competitors

My BrightonSEO talk in the UK on how to acquire customers by writing about your competitors.

Transcript

1. Yes, you can acquire customers by writing about your competitors Araminta Robertson MINT STUDIOS @mintcstudios Speakerdeck.com/mintarobertson
2. “Number one, cash is king... number two, communicate... number three, buy or bury the competition.” Jack Welch
9. 2x deal size Over 2x conversion rate Consistently in Top 10 highest converting pages
10. Comparison posts
11. Avg. size of customer Non- comparison posts Comparison posts Avg. conversion rate = 1.78%: Avg. conversion rate = 0.9%:
12. Conversion Rate Optimisation
13. “What is a budget?”
16. CRO Optimising for someone who isn’t ready to buy Comparison posts Targeting someone who is clearly ready to buy
17. If your goal is to increase conversions, you need to target the right people
18. Aware they have a problem Actively looking for a solution
19. Competitor content
20. $81.2M annual revenue $194.6M annual revenue
21. $81.2M annual revenue $194.6M annual revenue
22. $81.2M annual revenue $194.6M annual revenue £5,000 / month
23. Why?
26. When you’re comparing options, you’re ready to buy
30. 1970s 2020s
31. Higher conversion rates, so more customers People are researching you anyway Why write about competitors?
32. How to write about competitors
33. Us Competitor A Competitor B X Y Z
34. Seek comfort Affordable but does the job Work
35. Keyword research 1. 2. Structure 3. Write Gathering ingredients 1. 2. Preparing the recipe 3. Cooking
36. [Competitor] alternatives [Competitor A] vs [Competitor B] [Competitor] competitors Best of [industry] Top [industry providers] [Competitor] comparison Keyword research 1.
37. 2. Structure Comp A Comp B Your product
38. 2. Structure Can also add Comparison table Pros and cons list Case studies/examples “What to look for” section My product Feature + Benefits Feature + Benefits Feature + Benefits Competitor A Features Competitor B Features
41. “Our company sells X to Y”
42. “We know our product might not be a good fit for everyone”
43. “Sometimes, an alternative might be better”
44. “In this article, we’ll take an honest look at the features and benefits of each competitor, and let you make a decision”
45. “Since we’re the ones writing the article, makes sense for us to start”
47. If you think it’ll be difficult to get approval, just talk about features, not benefits Competitor A Feature Feature Feature Feature Feature Feature + SOURCE Who they’re best for
48. (Optional) Interview salesperson / product person Outline, filling in all the information Writing Editing Optimising for search 3. Writing
49. Do’s: Explain which product is good for which type of person Add sources if necessary Spend the most amount of time describing your own product
50. Don’ts: Use phrases like “We may be biased” Shy away from your weaknesses Slander or critisize competitors
52. “I don’t want prospects to find out about our competitors and then click through to them” “I’m worried an existing customer will switch to a competitor” ‘We don’t be known as a brand who does that”
53. They either already know our competitors exist Or they can find out very quickly
54. 2x deal size Over 2x conversion rate Builds trust
55. Get these slides & more by scanning this QR code: CO ntent Marketi ng
56. “Dare to be honest” Robert Burns