Medi

aMoni
tor
ingmadeSi
mpl
e

AFullGuidet
o
Bui
l
dingaCompeti
tor
Monitor
ingPl
an

ByBr
it
tanyBer
eger
Cont
ent
s

I
NTRODUCTI
ON 03

SETTI
NG YOURSELFUPFORCOMPETI
TIVEI
NTELLI
GENCE 05

SNOOPI
NG ON COMPETI
TORMARKETI
NG STRATEGI
ES 09

GETTI
NG I
NSI
GHTSON SOCI
ALMEDI
ATACTI
CS 12

SPYI
NG TO CREATEKI
LLERCONTENT 14

CRACKI
NG YOURCOMPETI
TOR
SPRSTRATEGY 16

MONI
TORI
NG COMPETI
TORSTO CLOSEMORESALES 18

USI
NG COMPETI
TORSTO GROW YOURBUSI
NESS 20

Medi
aMoni
tor
ingMadeSi
mpl
e
I
ntr
oduc
tion
Welc
ometoy ourgui
detocompeti
ti
veanal
ysi
sthr
oughmonit
ori
ng.Sounds
ki
ndofs
teal
thandbadassri
ght?Li
keJamesBondorSher
loc
kHolmes,depend-
i
ngonwhetheryoupref
eratuxoramagnif
yi
ngglass
.

Buti
t
sac
tual
l
ypr
ett
ysi
mpl
e.

Y
ou
rej
ustwatchingy
ourcompeti
tor

sever
ymov
eonl
i
ne.Thent
aki
ngt
hati
nfo
t
omakestr
ategicdec
isi
onsofy
ourown.

Def
ini
ngc
ompet
it
iveanal
ysi
s
Il
i
ket
othi
nkc
ompet
it
iveanal
ysi
shas2s
tages
:res
ear
chandac
tion.

Theresearchstageinvol
vesc
ollec
tinginformat
ionanddatausi
ngmonit
oringtool
s.Thi
s
i
sactuall
ylogginginandlooki
ngatwhaty ourc
ompetit
orsar
edoing.
Theacti
ons tagefocus
esonhowt hatinformati
onwil
lmakeyourownbusinessbet
ter
.

Becaus
ejustlooki
ngatwhattheyr
edoingwontbeenoughtocomeupwi thbri
l
li
antideas
.You
needtomak eac ons
ciousef
for
ttoanalyz
eandt ak
eacti
ononthatinf
ormati
on.Other
wise,
you
rejus
tgetti
nghungupont hem andfal
l
ingi
ntothecompar
isontrap.

Let

swal
kthr
ought
hewhol
epr
oces
s.

SayIworkforanonli
nedat
ingapp.Wewanttowat
chwhatsi
mil
arappsar
edoingasawayt
o
benchmarkoursel
ves
,gai
ninsi
ght
sfr
om c
ustomer
s,andf
indhol
esinthemar
ket.

Sofirs
tIl
lst
artmoni
tor
ingthoseapps.Iwoul
dgothr
oughtheapps
toreandonli
neresear
cht
o
determinewhichonesweremos tsi
milart
omyapp-bot
hinter
msoffeat
uresandtar
get
audience.Thosear
emymai ntargets
.

Then,Iwouldus
etool
sli
kebackl
i
nkchecker
s,soc
ial
mediaanaly
ticsr
eport
s,andmedi
amoni
-
tor
ingdashboar
dstok
eeptrac
kofthem.Thingst
olookatmightincl
ude:

Whatus er
saresayingaboutt hem onsoci
almedia.
Whattheyres
ayingons oci
al mediaandotheronli
nec
hannel
s.
Publ
icati
onsandjournali
st
sr eport
ingonthem.
Revi
ewsandac countsofusingt heapps.
Websitesli
nki
ngt othem.

Somepar
ti
cul
arment
ionsofi
nter
estc
oul
dbe:

Unhappyus ers
:whataretheydis
sati
sf
iedwit
h?
Contentstr
ategy:howst
hecompanymar ket
ingt
heapp?
Publi
cati
onsandj our
nali
st
sreport
ingonthem.
Pres
sc over
age:whichofthosepubli
cati
onshasc
over
edyourapp?
Badrev i
ews:what
smissi
ng?

Medi
aMoni
tor
ingMadeSi
mpl
e 03
Onaregular(dail
yorweekly
)basi
s,Iwoul
dlookatal
lthi
s,generat
er epor
ts,
andr
ec or
d/saveanythi
ngint
erest
ing.Wheni
t
sti
mefortheac t
ionstage,t
hat
i
mportantst
uffiswhatIwouldtak
ewi t
hme.

Les
sfr
equent
ly-per
hapsmonthly
,quart
erl
y,orwhenI
m pl
anni
ngournext
c
ampaign-Iwouldgrabal
loft
hatinf
oandl ookati
tfr
om ahi
gherl
evel
:

Whatar ethemos tcommonc ompl aint

sfrom user
s?Thosear eobvi
ousl
yimportanti
ssues
,
soIdmak es ureourproduc tt eam knewaboutt hem forourownapp.
Howi sthec ompanymak i
ngt hems elvesstandout?Canwebeat thatorhi
ghli
ghtamor e
val
uablepr opos i
ti
on?
Aretheyget tingpressfrom publ ic
ationswe r
enot?Icans t
artbui
ldi
ngrel
ati
onshipswit
h
j
ournali
ststhereinadv anceofournex tcampaign.
Whatf eatur
esdor evi
ewer st
hi nkismi ssi
ng?L et

saddt hosetoourappASAPi fthey
renot
alr
eadyther e.

Becaus
ewhat
sthepoi
ntofs
pendi
ngt
imec
ybers
tal
ki
ngy
ourc
ompet
it
ioni
fyou
renotgoi
ng
todoanyt
hingabouti
t?

Whymoni
tor
ing?
Forex
ample,l
et
ssayI
m doi
ngres
earchonanot
herdati
ngapp,butwantt
o
foc
usonhowtheylety
ous or
tandfi
lt
eryourmat
chresul
ts.

SoImi ghtcreateamoni tori

ngal er
tfortheappsname,addi
ngthingsli
ke
sortandfil
terasandk ey words
,toexcludeirr
elev
antment
ionsthatdon
t
talkaboutthoses pec
ifi
cfeatures.Becausewhil
ethatinf
omightbeinter
esti
ng,
i
tsnotrel
evanttot hi
sproject.

ButthenInoti
cethatonewebs i
teincl
udesawholeli
stoftheapp
sfeatur
es(in-
cludi
ngsort
ingandfilt
eri
ng),ev
eryti
met heymenti
onitatal
l.I
tdoesn
tactuall
y
sayanyt
hingaboutthosefeatur
esasi
defrom t
hefactt
hattheyexi
st.SoIblock
thatwebsi
tefr
om resul
ts.

Ov ertime,Icont
inuetofi
ne-t
unethealertunt
ili
tonlycont
ainsi
nf or
mationthat
willhelpmeimpr oveourapp
sownsortingandfil
ter
ingofresul
ts.Icancreat
ea
report,summariz
et hecont
entanddata,andpresentitt
oourproduc tteam t
o
bec omet hebett
erdati
ngapp.

I
l
lbeablet
ogivethem datafr
om whatuser
ssayonsocial
,whichfeat
uresare
r
equestedi
nthesuppor
tforum ofthewebsi
te,andwher
ey ourcompetitor

s
s
trengt
hsar
eforsear
chresult
s,bas
edonr evi
ewsandpresscoverage.

a-
T da!

Asyoucansee,i
t
smegahel
pfult
oyourbus
ines
spl
an.Sol
et
sdi
ginandr
eal
l
y
seewhaty
ouc ando.

Medi
aMoni
tor
ingMadeSi
mpl
e 04
Chapt
er1:Set
ti
ngY
our
sel
fUp
f
orCompet
it
iveI
ntel
l
igenc
e
Compet it
iveresear
c his
j
ustli
keanyonl inetask-
thebetteryourtoolsare,
theeasieri
twi l
lbe.But
bett
erdoes ntj
us t
meanpi cki
ngt hefanciest
ormos trobusttool.I
t
als
omeansk nowinghow
touseit.

Forexample,wi
thcompeti
tiv
eresearch,y
ouneedt oknowwhatk i
ndofinf
or-
mati
ont ol
ookfor.I
fyours
earchistoobroad,youri
skanal
ysi
sparal
ysi
s.
Plus
ther
esagoodchanceyou
llmissanimportantpi
eceofinf
ormati
onamongal l
thenois
e.

Butifyourenotlooki
ngatenough,youri
skmiss
ingoutoni mportanti
ntel
l
i-
gencet hatcouldhelpyougrowyourbusi
nes
s.It
sli
kehavingtunnelvi
si
on.
Andi fyour
el ook
ingatthewrongcont
ental
together,ors
earc
hinginthe
wrongpl aces,youwontl
oseanyt
hing.

It

sk i
ndofaGol
dil
ock
ssi
tuat
ion,i
fyouwi
l
l.Y
ouneedt
ofi
ndt
hes
etupt
hat

s
jus
tri
ght
.

I
nthi
sc hapt
er,wel
lgooverwhi
chtool
stous
etomoni
tordi
ff
erentaspec
tsof
y
ourcompet i
tor
sonli
nepres
enceandhel
pyouset
upMenti
onalert
stostar
t
s
nooping.

So,howdoy
oudec
idewhot
osnooponi
nthef
ir
stpl
ace?
WHATTO LOOKFOR

I
ms ureyouhavequit
eaf ewcompetit
ors
,andevenmorecom-
paniesinyouri
ndust
ryyoudl
iket
ok eepaneyeon.Ther
es
probablynotenoughti
mei nadaytomonitorev
ery
thi
ngabout
everyoneofthosecompanies
.

T
ohel
pwi
tht
hat
,cr
eat
eahi
erar
chy
ofc
ompet
it
ors
!
Howt
ocr
eat
eaahi
erar
chy
ofc
ompet
it
ors
:

The2- 3companiesy ouc ompetewi t

hmos t
dir
ec t
ly-bothinpr oducts
/ser
vicesandother
f
ac tor
sli
k ey
ourt argetcust
omerorbus i
ness
l
oc ati
on-willmak eupt hetoptier
.You
llwant
totrackthem mos tclos
elyands eeasmuc hof
theironl
inefootpri
ntaspos si
ble.

There
llbeot herc ompaniesthatof f
ersimil
ar
produc t
sors ervices,butar
edi ff
erentinsome
othermaj orway ,li
kewhoy out argetthose
produc t
sto.Y oullst
il
ldefi
nit
elywantt oknow
whatthey r
edoi ng.Buts i
ncey our
enoti n
dir
ecti
onc ompet iti
on,youdon tnecessar
il
y
needt owat chthei rever
ymov e.

Thent herearelessr
elatedc ompani esiny our
industrythatyousti
llgetinsightsorins pi
rati
on
from.May betheyhavedifferentproduc t
s,but
yous ellt
ot hesameaudi enc e.Keept heoc ca Sel
ect
ingyourt
ool
s
sionaleyeont hem,orc hec kinwhent heneed
aris
es . Onc
eyou
vedec
idedwhoy
ou
remon-
i
tor
ingandwhati
nfor
mat
iony
ou
re
Theny ouneedt odeci
dewhatinformat
ion,spe-
l
ook
ingf
or,i
t
sti
met
ochoos
eyour
ci
fi
call
y,you
relooki
ngfor
.Whatsthepurposeof
al
lthis?Areyoulooki
ngfori
nsi
ght sonmarketi
ng t
ool
s.Her
ear
eaf
ewofourownr
ec-
st
rategies
?Customerfeedback
? ommendat
ions
:

Knowingt hi
swillhelpyouwiththestepscoming Ment i
on:Ibetyousawt hi
sone
up.Li
keIs ai
dbef ore,yours
uc c
essdependson coming,ri
ght?Ourmoni t
ori
ngtoolwi
ll
yoursetup.Andal wayshavi
ngy ourgoali
nmi nd l
etyout r
ackanykeywordrel
atedto
wil
lhelpyous etthem upinawayt ohelpy ou yourcompetit
oronthewebors oci
al
accomplishthi
s. media,plusgener
atereport
s.Wel
lgo
i
ntoitmor el
ater
.
Moni
tor
ingcompet
it
ors
wi
thMenti
on Moz
t
oolsf
:TheMozs
orresearc
ui
hi
t
eof
ngi
f
ersatonof
nboundmar k et
-
i
ng.Youc angr abTwitt
eranaly
tic
s,
Wepromiseds t
ep- by
-stephelpwit
hmoni tor
ing t
rackSEO rank i
ngs,monitori
nbound
yourc
ompet i
tors,andit
sti
met odeli
v .Ther
er e l
ink
stoy ourc ompetit
ors,andmor e.
are2mainwayst ot r
ac kyourcompetitors
withMention:thebundl edaler
tandthededi - SEMr us
h:Thistoolc
angivey ou
cat
edaler
t. i
nsi
ghtsonanyandal ls
earchmarket-
i
ngdat af
oryourcompetit
ors-both

Bundl
edal
ert
s
SEO andPPC,plusdi
splayadvert
isi
ng
aswell
.

Thisopt i
onsgreatf
oraf ewdif
fer
entsc
enarios
.If TrackMaven:Speci
fi
callydes
igned
yourejustgett
ingstart
edwi t
hmonitor
ing,some- t
otrackyourcompeti
torsmarketi
ng,
thi
ngs implelik
et hi
siseasytodiges
tuntily
our
e marketer
scanuseTr
ack Mavento
mor efamili
arwiththetools. r
esearchSEO,adver
ti
sing,email,and
more.

Medi
aMoni
tor
ingMadeSi
mpl
e 06
Moni
tor
ingcompet
it
ors
wi
thMenti
on
Ther
emightalsobeaf ewc ompet i
torst
hatyouwantt ok eepaney eon,but
don
tnecessar
il
ywatchcons t
antly
.Lik
etier2andtier3int hathi
erar
chymen-
ti
onedearl
i
er.Youcoulduset hemor eadvancedmet hodbel owforyourmai
n
competi
tor
s,andthi
sonef ort heextr
astotrackl
essc l
osely.

Her
eshowi
tgoes
:

01 DURI
FI
NG THEALERTCREATI
RSTCOMPETI
ON PROCESS,ENTERTHE
TORASTHEMAI N KEYWORD.

02
CLI
CKON
ADVANCED SETTI
NGS.

03
ADD UPTO 4OTHERCOMPETI
TORSASOR
KEYWORDS.

04 INCLUDEAN ANDKEYWORD THATNARROWSI

THETOPICYOURELOOKING FORCONVERSATI
N ON
ONSI N.

05 SELECTWHI
AT.
CH SOURCESYOU WOULD LI
KETO LOOK

Soi
fIwer
elook
ingf
orpr
oduc
tcompl
ai
nts
,Imi
ghts
etupanal
ertl
i
ket
his
:

Medi
aMoni
tor
ingMadeSi
mpl
e 07
Dedi
cat
edal
ert
s
Thismethod,tocreatededi
catedal
ertsf
oreac
hi ndi
vidualcompet
it
or,i
sbest
fordi
rectcompeti
torsyouwanttotr
ac kr
eal
lycl
osely
.Formor ei
ndir
ectcompet-
i
torsi
ny ourni
che,thebeginnermethodmayreall
ybeal ly
ouneed.
Butit
sact
uall
yprettysi
mple.

Thepr
oces
sispr
ett
ymuc
hthes
ame,butc
angof
urt
her
:

Useacompeti
tornameasy ourmaink ey
word.
Addandandor keywordst
ofil
teroutnoiset
hat
sunhel
pfult
oy ourgoal
.
Excl
udecer
tai
nk ey
wor dst
hattoblockmentionst
hatother
wisef
itthecri
ter
iabuts
ti
llar
en
t
r
elev
ant.
Sel
ectthes
ourcesyouwantt omonit
or.

Moni
tor
ingTi
ps
Ik
nowIjustgav
eyout
hei
ngr
edi
ent
stoc
reat
eabunc
hofepi
cnes
s,buther
eshowt
otak
eit
ev
enfur
ther:

Us etheinf
luencer
sdas hboar
dt oi
denti
fyt
heVIPmember softheirc
ommuni tyorany
part
nerstheymayhav e.
Wheny ous eesomet hi
ngthatwouldbehelpfulf
oranotherteam orcoworkertosee,as
sign
thementiontothem.
T ofi
l
teroutnoiseandirrel
evantment
ionsevenfurt
her,opti
mizeyouraler
tsbey ondadding
advancedkeywords.

Nextup
Nowthatyoucangos etupamonitor
ingdashboar
d,i
t
sti
met odeci
dehowt
ous
eit
!Int
hef
ol-
l
owi
ngc hapt
ers,we
llst
artl
ook
ingatspeci
fi
cusesyoucangetoutofi
t.

Medi
aMoni
tor
ingMadeSi
mpl
e 08
Chapt
er2:Snoopi
ngonCompet
it
or
Mar
ket
ingSt
rat
egi
es
Oneoft heeas i
estpart
sofy ourc
ompeti
tor
sbusi
nesstolookatonl
i
nei sthei
r
market
ings t
rategy.Si
nceonl i
nemark
eti
nginit
sel
fputsallt
heinf
ormationyou
need-ads ,websit
ec ontent
,soci
almedi
a,SEO -outther
eforyou,i
t
sjusta
matt
eroffindingandanal yz
ingit
.

How mar
ket
ingc
anus
ecompet
itormoni
tor
ing
T
akeaqui
ckheadc
ountofy
ourmar
ket
ingt
eam,andwhateac
h
member

smai
nres
pons
ibi
l
ityi
s.I
l
lbety
oueac
handev
eryonec
an
benef
itf
rom c
ompet
it
orr
esear
chwi
tht
het
ool
swedi
scus
sedi
nthel
ast
c
hapt
er.

Ati
tsbr
oades
tus
e,y
ougetabi
rd
sey
evi
ewofy
ourc
ompet
it
or
smar
-
k
eti
ngs
trat
egy
.Yous
eewhatk
indofc
ampai
gnst
hey
rer
unni
ngand
whatc
hannel
sthey
reus
ingf
ori
t.Obs
erv
enewpr
oduc
tlaunc
hesand
maj
orc
ompanyannounc
ement
s,andhowt
hec
ompanymar
ket
sthem.

Andl
i
keIs
aidi
nthel
astc
hapt
er,f
indi
ngi
tcanbeeas
ywheny
ouk
now
howt
ous
eyourt
ool
s.

Choos
ingkeywor
dst
otr
ack
Whet
hery
ou
remoni
tor
ings
oci
almedi
ainMent
ionors
ett
ingupbac
kli
nkt
rac
kingi
nMoz
,ital
l
c
omest
oget
heri
ntheend.Her
ear
eaf
ewt
hingsy
ou
llwantt
omoni
tori
nyourov
eral
lres
ear
ch:

Br andname:St arti
ngwi ththeobv ious,sear chfory ourcompet i
tors
brand
names ,alongwi thanyv ari
ati
ons( f
orex ampl e,Ment ion,Ment i
on.com,
Ment ionapp,et c .)
.
Campai gnname:Dur i
ngs pecif
iccampai gns ,li
k eapr oductlaunc hora
holi
dayof f
er,keepaney eont hecampai gn sname-t heof fi
cialnamei fi
t
hasone,orhowev ert hebrandandc us t
omer sarer eferri
ngt oit.
Br andedhas htags :Ifyourc ompetitorhasanyownedhas htags,eit
her
forcampai gnsoronanongoi ngbas i
s,lookatt hose,t oo.
Impor tantteam member s:Setupal ertsforanyi ndi v i
dualsthaty our
competi torsl
ev eragei ntheirmar ket
ing-c ompanyl eader ship,mar ket
ing
team member s,influencersandambas s
ador s,spok es people,etc .
Webs i
teandl andi ngpages :Lookatbot ht hebr and sURL sthems elves,
andwhatot hers i
tesands ocialmediapos tsar elinkingt othem.

Medi
aMoni
tor
ingMadeSi
mpl
e 09
Get
ti
ngs
pec
ifi
c
Ther
essev
eral
branchestoyourPRst
rat
egy-c
ontent
,audi
enc
e,t
arget
,et
c.
Andyes,competi
ti
veresear
chcanhel
pwi t
hmostofi
t.

Webs
itec
ont
ents
trat
egy
Bylook
ingatwhaty
ourcompet
it
orsarepubli
shi
ngont hei
rownwebsi
tes
,you
ll
knowwhentheyaddnewpagestothei
rsi
te.Thi
sinc
ludesnewproduc
tpages,
campai
gnlandi
ngpages
,blogpost
s,etc
.

Monitoringthec ompany
soveral
lwebs i
tecangi v
ey ouinsi
ghti
ntocampaigns,
productmar ket
ing,andwhatthey
refocusingoni ntermsoftar
geti
ngandpr o-
mot i
on.L ooki
ngatwhatk i
ndofblogpos tstheypubl i
shcanhel
py oucomeup
withideasforyourowncontent-eitherbylookingatwhat
sworki
ngwellf
or
them,orbyi dentif
yi
ngsomethingtheyr
emi ssi
ngt hatyoucanwri
teabout.

Soc
ialmedi
apr
omot
ion
Bylook
ingatsoci
almediaandothert
hir
d-par
tysi
tes
,youcanseehowyour
competi
torac
tual
lys
preadsthewordaboutwhatendsuponthei
rwebs
ite.

Wheny ourcompetit
orl
aunchesanewcampai
gnandl
andi
ngpage,howdo
theypr
omot ei
tons oci
almedia?Whent
heypubl
i
shanewblogpostorar
ti
cl
e,
howdot heydis
tri
butei
t?

Gett
ingaglimpseathowt heyus esoc
ial
medi aaspartoftheirl
argermarket
ing
st
rat
egywillhel
py ouwi t
hy ourown.Forexample,ift
heyseem t ohavetr
ouble
r
eachingyoursharedtargetcustomersonac er
tai
nnet wor
k ,youknowthat
maybethat
snotwher etheyhangoutonl i
ne.Ont heotherhand,theymayhav e
t
houghtofsomet hingreall
ysmar tt
odoonT witt
erthatyouc antakeins
pir
ati
on
f
rom.

I
nuenc
ers& par
tner
shi
ps
I
facompeti
tori
scoll
abor
ati
ngwi t
hinfl
uenc
ers
,jour
nal
i
sts
,orot
herc
ompani
es,
moni
tor
ingandres
earchwil
ltel
lyou.

Thiscanhelpwit
hy ourowni nf
luencermarket
ingoutreac
h,PRmediali
st
buil
ding,andco-market
ingtargets.Youcangetideasnotonl
yforwhoyour
brandc ancol
l
aboratewith,butalsowhatkindofcampaignsyoucanworkon
together.

Thisisexact
lyhowSimmerMedi aGr oup,amar ket
ingagencyforther estaur
ant
andhos pit
ali
tyi
ndustr
ies,gotint
oi nf
luencermarketi
ngforoneoft heirlarge
cl
ients.Whil
emoni t
oringoneoft hec l
ient

sc ompetit
orsinMenti
on,t hey
notic
edal otofmentionsfrom aninfl
uencerintheniche.I
ttur
nedoutt heywere
partofaninfl
uencerpartners
hip,whichmadeSi mmerc onsi
derthats ame
st
rategyforthecl
ient.

Medi
aMoni
tor
ingMadeSi
mpl
e 10
Get
ti
ngs
pec
ifi
c
Pai
dadver
tis
ingt
act
ics
Toolsmentionedinthel
astchapt
er,li
keSEMrus
handT rackMaven,c
antel
lyou
allabouthowy ourc
ompetit
orisdoingwiths
earch,di
splay
,andsoci
aladv
erti
s-
i
ng.

Lookatwhatpar t
softhei
rproductsandser
vicesthey
readver
ti
sing,how
t
hey
refr
amingandpr omoti
ngt hem,whatsi
testhey
readvert
isi
ngon,the
k
ey wordsthey
retar
geti
ng,etc.

Usethistohel py ous hapeyourownadc ampaigns-whetheryoudec idetopit

youradsagai nstther eorgoforadiff
erentapproachtoreachdiff
erentpeople.
Forexampl e,ifthey
recurr
entl
ydoingabi gpushononefeatureyoubot h
shar
e,youc anc apt urepeoplelooki
ngfori nf
ormati
ononot herpartsofthe
product.Or,youc ouldsaytoreader
sseei ngthei
rad,don
tlookatt hem,look
atus!(notli
terally,ofcour
se)
.

SEO s
tandi
ngs
Final
ly
,Mozandt heotherSEO toolsi
nt hebunchcantellyouwhateffectal
l
thoseothermarketi
ngtacti
cshaveony ourcompeti
tors
traff
icfr
om organic
searc
h.Trackwhichkeywordsthey
reranki
ngfor
,andhowt hey
retar
geting
them,overtime.Lookatthecontentandpagesthataremak i
ngthem rankin
thefi
rstpl
ace.Seewhatinboundl i
nksthosepagesareearning.

Oneofthec oolestwaystousethisinfoistouseBr i
anDeansSky
scraperT
ech-
ni
que-byk nowi ngalloft
hisabouty ourcompetit
ors,youcaneasi
lyspot
mis
sedoppor tunit
iesorwaystoimpr oveont hei
rwell-
rank
ingcontentonyour
ownsi
te,getti
ngal egupont heotherresult
sont hepage.

Nextup
Asyoucansee,there
sreal
l
yalotabouty
ourcompet i
tors
marketi
ngyouc an
f
indonl
i
ne.It
sabitmor ecompli
cat
edandhasmor esubtopic
sands pi
noff
s
t
hansomeoft heotherteamswer
ehelpi
nginthi
sebook .Sothenextchapter
s
f
ocusonspecif
icareasofmark
eti
ngthatyoucangleaninsi
ghtsf
rom.Readon!

Medi
aMoni
tor
ingMadeSi
mpl
e 11
Chapt
er3:Get
ti
ngI
nsi
ght
son
Soc
ial
Medi
aTac
tic
s
Nowt hatyouv
es een
howl ook i
ngaty ourc om-
peti
tor s
socialmedi ac an
helpwi thyourov eral
l
mark eti
ngs t
rat
egy ,i
t
s
ti
met ozeroinons ocial.
Notj ustsoci
alasi t
pertainstoyourot her
campai gns.

How s
oci
almedi
acanus
ecompet
iti
vemoni
tor
ing
Rememberearli
er,whenIs
aidthatabigport
ionofacompetit
or
smar
keti
ng
canbefoundonli
ne?Forussocialmedi
apros,t
hatperc
entageismuc
hc l
oser
to100%.Soci
almediabynatur
ei spubl
i
c,soonceagai
n,it

sjustamatt
erof
f
indi
ngtheinf
oy ouneed.

Andoncey
oufindi
t,youl
lbeabletoseebot
hthes
trat
egybehi
ndandr
esul
ts
oft
hecompet
it
ion
ssocialmedi
as t
rat
egy.

Wheny oulookatwhichchannelsandmedi umsthey

reac t
iveon,y
oulls
ee
wherethey
rechoosi
ngtoreachandengaget hei
raudience.Byfocus
ingon
theact
ualcontentt
heyr
eshari
ng,y ouseehowt hey
reengagingthei
r
audi
ence,dri
vi
ngt r
aff
ictothei
rwebs i
te,andaccomplis
hingothersoci
almedi
a
goal
s.

Andthenwhenyouzoom outtowhatot
herpeopl
earesayi
ngaboutt
hem on
soc
ialmedi
a,youc
anbasical
l
yauditt
hei
rcust
omersandfol
lower
sandfi
ndout
whatt
heyreal
l
ythi
nkofyourcompeti
tor
.

Whereasmonit
ori
ngov er
allmar
keti
ngstr
ategywillbefocus
edonmon-
NG SOURCES

i
tor
ingkeywor
dsrelat
edt othec
ampaign,getti
ngstartedwi
tht hei
r
s
ocialmedias
trat
egyfocusesmoreonsourcesfi
rs
t,thencontent.

I
fthere
sonethi
ngIwantyoutotak
eawayfr
om thisebook,ist
hatyou
dontneedtowast
etimereadi
ngcompet
it
orcontentthatdoesn
thel
p
youreachyourt
eamsgoal
s.
CHOOSI

Andifyourcompet i
tor
sknowwhatthey
redoing,t
hey
renott
ryi
ngto
beev er
ywhereons oci
almedi
a.They
vechosenafewsoci
alnet
work
sto
real
l
ypr i
ori
ti
ze,andafewother
storemainacti
veon.

Sowheni
tcomest
ores
ear
chi
ngt
hem,t
aket
hes
ameappr
oac
h.

Don
tbot
herwatchingt
hei
rev
erymov
e-es
pec
ial
l
yonnet
wor
kst
hat
ar
en
tapri
ori
tyt
ot hem.
Get
ti
ngs
pec
ifi
c
Onceyouvedeci
dedwheret
olook,y
ouneedtodecidewhaty
ou
regoi
ngto
l
ookforandanaly
ze.Her
eareafewelement
stor
esearc
h,al
ongwi
thwhaty
ou
candowiththem:

Cont
ents
trat
egy
Lookatwhaty
ourc
ompet
it
orsar
eac
tual
l
ytal
ki
ngaboutons
oci
almedi
a.

Aretheyshar
ingcompanynews
?Pr
omot i
ngpr
oduct
sandser
vic
es?Ask
ing
questi
onstostar
tconv
ers
ati
ons
?Di
str
ibuti
ngmar
ket
ingandPRcampai
gn
cont
ent?

Knowingwhatt heychoosetoshowthei
raudi
enc esaysalotaboutthei
rgoal
s
fors
oc i
almedia.Andifyoucanseethey
rel
ookingtodriveengagement ,
knowingwhatk i
ndofc ont
entt
heiraudi
encel
ikesisreal
l
yhelpfulwhenyou
needt oengagey ourown.

Sync ano,aplat
for
mf orbui
l
dingapps,l
ooksatwhattheyr
eshari
ngons oci
al
medi av s
.whatthei
rcompetit
orsar
e.Thentheyusehowt hecontentwas
receivedinthedevel
opercommunitytoadj
us tt
hei
rstr
ategytogett hemost
socialengagement
.
I
nuenc
erengagement
Ar
eyourc
ompeti
tor
sincl
udi
ngVIPsi
nthei
rsoc
ialc
ont
ent
,orot
her
wis
etr
ying
t
ogetani
nfl
uenc
er
satt
enti
on?

Ifso,youhav eyourowni nfl

uenceroutreac hli
stri
ghtthere.Ify
ourcompet
it
ors
ares uccessf
ull
ywor k
ingwithinfl
uencers,thenthepeopl etheyr
eworki
ngwit
h
wil
l probablyberelevanttoyouraudienc e,too.
Res ponsetacti
cs
Perhapst hemos tinsi
ghtf
ulthingaboutwhatot herus
erss ayaboutacompet
i-
torons ocialmedia,iswhetherornotthec ompetit
orresponds.

Ift
heyonl yres
pondtopraiseandi
gnorenegat
ivefeedbac
k ,t
hosedet
ract
ors
arelookingforanadv
ocate-it
saper
fectt
imetoreachoutandengagethem.
Theyl
lfeelheardf
oronce,andmaybemor eli
kel
yt oj
oinyourcommunit
y.

Ontheot herhand,ift
heyreplyt
oal
lmenti
onsbutittakesthem f
orev
ertodo
so,t
hat
sac hanceforyoutojumpontheopportuni
tyandjoinapubli
c,open
conver
sat
ion.Beatthem tothepunc
hwithhel
pingtheirownc us
tomers!

Nextup
Nowt hatwev
ez oomedinfrom over
allmarketingtosocial
medi a,weregoing
tolookatanothersi
deoftheinboundmar ketingcoin-contentstrat
egy .I
nthe
nextchapt
er,youl
ll
earnhowt of
indoutexac tl
ywhatk i
ndofc ontenty our
brandshoul
dbec r
eati
ng,basedonwhat
salreadyouttherebyy ourc ompeti-
tors
.

Medi
aMoni
tor
ingMadeSi
mpl
e 13
Chapt
er4:Spy
ingt
oCr
eat
e
Ki
l
lerCont
ent
Monitor
ingiskindofawesomef orc
ontentmar-
ket
ers-it
sanentir
elysepar
ateebook ,r
eall
y.Al
l
t
heway syouc ancomeupwi thnewpos ti
deas,
f
indnewoppor t
uni
ties
,ands eehowpeopl eare
r
eacti
ngt othemedi ayoucreate.

Butwhataboutt
hestuf
fyourc
ompeti
tor
scr
eat
e?
That
swhatwe
retal
ki
ngaboutnow.

How tousecompet
itormoni
tor
ingf
or
cont
entaudi
ts

I
fyouveev erbui
ltacontentmar ket
ingstrategy
,
y
ouvepr obablyperf
ormedac ontentaudit.You
l
ookedaty ourblogpos ts.Y
es,allofthem.Y ou
c
onsideredt heimportantmetri
cs.Youlook edat Sel
ect
ingyourkeywor
ds
c
ontentqual it
y,t
opic
,wor dcount,tone,soc i
al
s
hares,tr
affic
,conver
sions,backl
inks-thewhol e Her
esanot
hermoni
tor
ings
cenar
io
s
hebang. wher
eyou
regoi
ngt
ofoc
usmos
ton
AndI
l
lbey
oul
ear
nedal
ot,r
ight
? k
eywor
ds.Andl
uck
il
y,i
tcanal
sobe
pr
ett
ysi
mpl
e.Muc
heas
iert
otr
ack
Timetodot
hes
amewi
thy
ourc
ompet
it
or
s
y
ourc
ompet
it
or
scont
entt
han,s
ay,
cont
ent!
t
hei
rleadnur
tur
ings
trat
egy
.
Obvi
ousl
ycert
ainmet ri
cs,l
ikeconvers
ions,y
ou
won
thav
eac cessto.Butyoudbes ur
pris
edat
howcomplet
ey ourresearc
hwi l
lbe. Her
ear
eaf
ewk
eywor
dsy
ou
llwantt
o
wat
ch:
Monit
ori
ngwillc
omeint
opl
aywheny
ouneedt
o
f
indoutthi
ngsli
ke:
Compet
it
orbr
andnames(
obv
i
ous
ly)
Who sshari
ngy ourcompet i
tor
sbl
ogpos t
s
onsoc i
almedi a
Compet
it
orURLs
Whatwebs it
esyourc ompetit
orispubl
i
shing
contenton
Bl
ogURLs
Wher ey ourcompet i
tor
scontenti
sget
ting
backli
nksfrom
Thenamesofyourcompet
it
or
s
Howy ourcompet i
tordist
ri
butesand
maincont
entc
reators
promotesc ontent
Compet
it
orname+bl
og

Medi
aMoni
tor
ingMadeSi
mpl
e 14
Get
ti
ngs
pec
ifi
c
Li
kewi
thanyr
esear
ch,y
ouneedtoknowwhaty
ou
rel
ooki
ngfor
.Other
wise,
howwi
lly
ouknowwheny ou
vef
oundit
?Soher
ear
eafewthi
ngstowatch:

Cont
entdi
str
ibut
ion
Li
kewewentoveri
nchapt
er2,monit
oringyourcompeti
tor
smai
nprof
il
est
ell
s
y
ouwherethey
res
har
ingthei
rcont
ent.Butital
soshowsyouhow.

Whentheypubl
is
hanewpi ec
e,wheredotheypromoteit
?Justt
hemainsoc
ial
net
wor
k s
,ordotheyal
soshar
eiti
nforumsandpostli
nkstoi
tonothers
it
es?
Whatk
indofcopydotheyusetoi
ntr
oducealink
?

Lookatyourcompet
it
or
scont
entdi
st
ri
buti
onc hannel
stohelpyoudeci
de
wheretoreac
hpeoplewit
hyourowncont
ent,andhowt otal
kabouti
t.

Gues
tbl
oggi
ng
Whendones t
rat
egical
l
y ,guestbloggingi sst
il
loneofthebestwaystoreac
ha
new,capt
iveaudiencewi t
hy ourbrandsideas.Syndi
cat
ingyourc
ontentto
l
argerpubl
icati
onsisal
soget t
ingpopul ar
.Ifyourcompeti
tori
sontheband-
wagon,dontl
etthem reachy ouridealreadersfi
rst
.

Bymonitor
ingthenameofyourcompeti
torandsomeofi t
sc ontentcreat
ors
,
you
lls
eeiftheypubl
i
shcontentonanys
iteothert
hantheirown.Thei rbl
og
postbi
owoul dmostl
ikel
ycontai
noneofthekeywordsyour
et r
acking.

I
fyouseethem r
eac
hingaudi
encess
uperrel
evantt
oyourownc
ompany
,pi
tch
t
heblog
sedit
orwit
hafewideasofyourown.

T
opi
cbr
ains
tor
ming
Knowingwhatt
opic
syourc
ompet i
tori
s(andis
nt
)tal
ki
ngaboutc
anhel
pyou
deci
dewhatyourowncont
entneedstoc ov
er.

I
fyouseeac ompeti
torpubli
shi
ngalotofcont
entonac er
tai
ntopi
c,i
t
s
pr
obablybecauset
hattopic
sprov
enpopularf
orthem.Writ
esomethi
ngofy
our
ownontheirpopul
artopi
c,andmak ei
tevenbett
erthanthei
rs
.

Ont heot herhand,i fyoudon tseeanyofy ourmai ncompet i

tor
stal
kingabout
ahott opic ,that
ssomel ow- hangingfrui
t.Grabt heopportuni
tytobec omet he
missingex per tonthats ubj ect,andcreateas eri
esofpiecesarounditasat est
.
Adv ocat
emar keti
ngs oftwar eInfl
uit
iveknowst hattheytal
kabouttheirspace
dif
ferent
lyf rom other sint headv ocat
emar ketingindust
ry.Tohelpshapethe
coremes s agingoft heirc ontent,theymoni t
orwhatot hercompaniesar esayi
ng
i
nt heircont enttos eehowpeopl ear
edes cri
bingands hapingthenewermar -
keti
ngs trategy .

Nextup
Nowt hatwevedr
il
leddownintomonitor
ingformarket
ing,it
sti
met ohead
overtoitss
ist
erdepart
ment,publ
icr
elati
ons.I
nt henex
tc hapter
,you
regoi
ng
tolearnhowyourcompeti
torres
earc
hc anbeus edforyourcompany
sPR
st
rategy.

Medi
aMoni
tor
ingMadeSi
mpl
e 15
Chapt
er5:Crac
kingY our
Competi
tor

sPRSt r
ategy
PRi sanotherr
eall
yeasypar
tofy
ourc
ompeti
tor
sbus
ines
stomonit
oronl
i
ne.
Afterall
,publ
icisi
nthename-maki
ngc
overageeasyt
ofindi
ski
ndofpar
tof
thejob.

Buthowdoy oufi
ndwhaty our
elook
ingfor(
cuetheU2mus
ic)
,andwhatdoyou
dowithi
taf
terthat?Here
stheimpor
tanti
nfoandhowyoucanusei
tfory
our
ownbrand
spublicrel
ati
ons.

How togetmedi
acover
age
thr
oughcompeti
tor
s
T
racki
ngyourc
ompet i
tor

scampai
gnsandc
over
agebas
i-
c
all
ybuil
dsastr
ategyf
oryou.

Youcans eewhi changleandstor

iesthey
repit
ching,andt
o
whichoutlets.Seeift
hey
rehi
ghli
ghtingtheirc
ompany
cul
ture,orinnovati
veproduct
s.That
llt
elly
oual otabout
whatthec ompanyt hi
nksit
sstr
engthsare.

Andt r
acki
ngwhot henc over
sthec ompeti
torbui
ldsyoua
medialis
tofj
ournali
st
s,inf
luencers,andbl
oggerswhowr i
te
aboutcompaniessi
milartoyours,andtoanaudiencethat
matter
s.

MONI
TORI
NG TO FI
ND COVERAGE
Sinces
omuc hoft heresear
chinmoni
tor
ingf
orPRinv
olvesdi
scover
ingnew
outl
ets
,your
enotgoi ngtoknowmuchaboutthes
ourcesyouneedtobemoni
-
tori
ngatfi
rs
t.Ins
tead,youneedtofoc
usonkeywor
ds.
Tomak
esureyou
refi
ndi
ngal
lcov
eragey
ourc
ompet
it
orsar
eget
ti
ng,y
ou
re
goi
ngtomoni
tort
hingsl
i
ke:

Thec ompetit
orsbrandnameandwebsi
te.
Thenamesofk eyteam membersandex
ecuti
ves
Productandserv i
cenames
Anybr andedtermsort r
ademarks
Thenameoft heirPRreporagency

Medi
aMoni
tor
ingMadeSi
mpl
e 16
Get
ti
ngs
pec
ifi
c
Ther
essev
eral
branchestoyourPRst
rat
egy-c
ontent
,audi
enc
e,t
arget
,et
c.
Andyes,competi
ti
veresear
chcanhel
pwi t
hmostofi
t.

Medi
ali
st
LikeItouchedonearli
er,competi
ti
veresearchisoneoft hebestwaystobui
lda
medi ali
st
.Youdontj
ustendupwi thal i
stoftargetedoutl
etst
hatyour
audiencewillr
ead,i
t
salsoalis
tofoutlet
swher ey ou
reatadis
advantage,s
inc
e
they
retalki
ngaboutyourc ompeti
torbutnoty ou.

Whentrac
kingyourc
ompet i
tor

sPRs t
rat
egy,mak
ealis
toft
heout
let
sandj
our
-
nal
i
stst
alki
ngaboutthem.Ther
esy
ourpitc
hli
stf
ory
ournextc
ampai
gn.

St
oryi
deas
Onceyouhavealistofoutl
etst
opitch,y
ouneedananglet hey
regoi
ngt
o
l
ove.Qui
ckresear
chwi l
ltel
lyouthegeneral
typesofs
tor
iestheyli
ket
opubl
i
sh.

Youprobabl
ywouldn
tpitchafunHRst
orytotheindust
rypr
ess
,andt
heloc
al
media
sprobabl
ymoreinteres
tedi
nhowy ou
rehelpi
ngthecommuni
tyt
han
yourl
ates
tproductl
aunch.

Butlookingathowtheyc ov
eryourcompetit
orsi
salsoreal
lyimpor
tant
.If
theyv
ec over
edsimil
arcompaniesr
ecentl
y,youneedtopitchsomethi
ng
standoutandunique.Knowingt
heoutletwellwi
llhel
pwiththat
.

Mi
ssedoppor
tuni
ti
es
I
t
shardenoughwheny ourcompeti
tori
sinchingaheadofyouinPRbypitc
hing
st
ori
estothemedia.Butwhenthey
redoingsomet hi
ngthat
sor
ganic
all
y
gett
ingt
hem at
tenti
on,itc
anfeelevenhardertogetanedgebac k
.

Thi
sisaper f
ectcaseofwhenyouc an
tbeatthem,j
ointhem.
Takewhatyour
competi
torisdoing,s
witc
hitup,andt r
yitout
.Thismighti
ncl
udeatt
endi
ng
newevents,tak
ingonnewpar t
nerships
,orparti
ci
pat
inginnewact
ivi
ti
es.

Qualit
yL ogoProducts,apromoti
onalproductscompany
,oncenoti
cedsome
compet i
torsget
tingpresscover
agefrom winni
nganawardforthei
rni
che.Si
nce
theyknewt heywerejustasouts
tandi
ng,theybeganfocusi
ngonawardsubmis-
sions
.Thenex tyeart
heywer eabletonominatethemsel
vesandgetthei
rown
press!

Nextup
Market
ingandPRhelpyougetyournameoutther
e,butthenwhat
?Thenit

sall
aboutt
akingthi
snewaudienc
eyouv
eearnedandc onv
ert
ingt
hesepeopl
eint
o
cust
omers.Andthat

swhatthenextchapt
ersf
ocus
ingonleadgener
ati
onand
busi
nessdevel
opmentwil
lhel
pwith.

Medi
aMoni
tor
ingMadeSi
mpl
e 17
Chapt
er6:Moni
tor
ingCompet
it
ors
t
oCl
oseMor
eSal
es
Poac hi
ngaPRc ontactf
rom
yourc ompet
it
orisonething.
Luri
ngawayanac tual
cust
omer ?That
sac ool
feel
ing.

I
nt hepas t
,wher emoreofli
fe
wasof f
li
ne,itwashardto
knowex actl
ywhoac ompa-
ny
sc ust
omer swere,orhow
tofindthem.Butnow,aqui ck
l
ookt hroughy ourcompeti
-
tor
sfol
lowerswillf
indyouat
l
eas tafew.
How t
ous
ecompet
itor
stoc
los
esal
es
Therearebothdir
ectandi
ndi
rec
tway
stous
eyourc
ompet
it
or
sonl
i
nei
nfoi
n
yoursal
esstr
ategy
.

Mostdir
ec t
ly
,youhaveac hanc
etotal
kone-on-onewit
hthei
rcust
omerson
soci
almedia.Now,thi
sisadeli
catet
hingandthere
set
iquet
tei
nvolv
ed,but
wit
htherightopport
unit
y,youcanwalkawaywit
hanewc ust
omer.

Forex ample,ifacus
tomeriscomplai
ningaboutyourc
ompetit
oronsocialand
theyr
enots teppi
ngintoreply
,it

syourc hancet
ojumpinandbeak i
nd,
helpfulst
ranger-onethatoff
ersasi
milarproduc
tandismorer
esponsi
veto
customer.

Butev enindi
rec
tly
,knowingmor eaboutcompeti
torscanhelps hapeyourown
sal
ess tr
ategy
.Bymoni t
oringhowt hei
rcus
tomerstal
kaboutt hem onsoci
al
medi a,youcanseewhatt heyperc
eiveasthec
ompany ss
trengthsandweak-
nesses.

I
fpeopl
elov
eacert
ainfeatur
eofthei
rs,yourown,s l
i
ghtlydi
ff
erentver
si
on
maynotbeagr
eatsel
li
ngpoi nt
.Butstar
ttal
kingabouts omet
hingthatthe
compet
it
ori
sdoi
ngpoor l
y,andyou
llhavetheirat
tenti
on.

Whereasthebas eofyourmonitori
nginprevi
ousc
hapt
erswasfoc
used
NG KEYWORDS

onsourc
esork eywords,monit
oringforsal
esandl
eadgener
ati
onwil
l
f
ocusonc ont
ex t-sent
iment,i
ntent,et
c.

Monitori
nganyonetalk
ingaboutyourcompeti
torori
tsproduc
tis
ntas
hel
pfulhereasiti
sforothergoal
s.Y
ouneedt ouseandandor
key
wor dsinyoural
ertt
onar r
owinonintent
.

Y
ouwanttofindac
tualc
us t
omer
swhoc
angi
vey
oui
nsi
ght
sonhowt
o
s
ellbet
ter
,orwhotosel
lto.
SELECTI

Wet
alk
edear
li
erabouthoweac
hal
erts
houl
dhav
eonl
yonegoal
.

Ifyouwant
edtof
ocusi
nononec ompeti
tor
,youc
oul
dus
emak ethei
r
brandnamethemai
nkeywordandaddandkey
wor
dsl
ikehat
e,
notworki
ng,
et
c.i
naddit
iontobr
oken.
Get
ti
ngs
pec
ifi
c
Dependingonwhet heryou
regoi
ngforamoresubtl
eapproac
horafull
-f
orc
e
poachings
trat
egiestoluret
hei
rcust
omersawayfr
om TheDarkSi
de,
youc an
doaf ewdif
fer
entthings.

Leadgener
ati
on
Likewevetouchedonbef or
e,s
ell
ingtoacompeti
tor
scustomeriseas
yand
successf
ul,whent het
imi
ngisri
ght.Younev
erwanttojustputyours
elv
esout
there.Waitunti
ltheri
ghtoppor
tunit
y-whenthey
reunhappywithyourcom-
petitor
.

Andinst
eadofgoi
nginforthehar
dsellr
ightaway,tak
ey ourt
imetobuil
d
somerappor
t.Of
ferempathyandgoinwiththeintent
ionofhelpi
ng,not
sel
li
ng.

Ecommer c
elogis
ticscompanyOneWor l
dDirecthasMentionalertssetupto
monitorf
orunhappinessaboutt hei
rcompeti
tors.I
fthecustomeristalki
ng
aboutaweaknessthat
sspecif
icall
yoneoftheirownc ompanysst
rengths,t
hey
ll
repl
ywithhowtos olv
ethec ust
omer
sprobl
em.

Mar
ketr
esear
ch
Knowi
ngthemark
etisalway
simport
antf
orsales
.Thi
siswher
eyourc
ompet
itor
monit
ori
nghel
psyoubitbybitov
erti
me,ins
teadoft
hequickwi
nofanewsale.

Setupal
ert
sthatmoni
torpubl
icopi
nionofyourcompeti
tor
spr
oductt
ohelp
youfi
ndyourpl
acei
nthemar k
etandadjustyours
aless
trat
egyacc
ordi
ngl
y.

Knowingwhatc ustomersdoanddontl
ikeaboutyourcompeti
torhel
psy ou
fi
gureoutt hebes twaytos t
andoutasyourowncompanyandr i
seaboveot her
s
i
ny ourindustr
y.Iftheydoac er
tai
nfeat
ureorser
vicesowellt
hatit

sbecome
thei
rthing,youdef i
nit
elywantt
ofocusonsomethingels
eforyourdif
ferent
i-
ati
ngc haract
eri
s t
ic.

Nextup
Fort
hef
inalc
hapt
er,we
llt
akeal
ookatoveral
lbusi
nes
sst
rat
egy
.Mor
eabout
mark
etr
esear
ch,y
es,butonamuchbroaderscal
e.

Medi
aMoni
tor
ingMadeSi
mpl
e 19
Chapt
er7:Us
ingCompet
it
orst
o
Gr
owY
ourBus
ines
s
Thisc hapterti
tl
emi ght
seem c onfusi
ng.Has n
t
thi
swhol ebookbeen
aboutgr owingour
busines s
?Impr ovi
ngy our
mark eti
ngc ampaigns
bri
ngsi nnewbus i
nes s
.
Sodoespubl icrel
ati
ons ,
andofc ourseclos
ing
sal
esmak esmoney .

Butwer
egoi
ngtogo
overhowtor
eal
l
ylookat
Uteni
m admi
nim eni
m admi
nimveni
am. howtoplany
ourgr
owth.
How tomonit
orcompet it
or sforbusinessdevelopment
Monit
ori
ngcompeti
tor
sc anhel pyoudec i
phert
heirover
allbus
ines
sstr
ategy
,
i
nadditi
ontoamarket
ingstrategyorPRc ampaign.Bywatchi
ngthem cl
osel
y
overt
ime,y
ou
llbeabl
etof i
gur eout:
I
ftheystar
tmov i
ngtowardsanewni cheorpr oduc
tty
pe
Thei
rowns tr
ategi
esforbusinessdevelopment
Whatthey
renotdoingright(butcouldbe)

Busi
nessst
rat
egyisn
texec
utedli
kelight
ning.Thel
argerc
hangesr
equi
redf
or
bi
ggr owt
hdonthappenoverni
ght.

Sowhenacompeti
torannouncesthattheyr
egoingtostar
tservi
nganew
audi
enc
e,f
orexample,t
hat
ssomet hi
ngt hatyoumighthavebeenabl
etosee
comi
ngbasedonchangesyous awintheironli
necontentt
hroughmonit
ori
ng.

Sincebusi
nessdevel
opmenti sallaboutthebi
gpict
ure,
TOR

thisi
soneareawhereyoumi ghtnotwantt ogetas
focusedasyourmarket
ingands al
est eam member
s
WHATTO MONI

wouldinthei
rownc ompeti
tormoni tori
ng.

I
tmays ounddaunt
ingtos etupanalertforsomethingas
broadasyourcompeti
tor
senti
rebusiness.Butbecause
your
emonitor
ingsuchawi debreadthofinfor
mati
on,y ou
dontal
waysneedtogoasdeepi nt
oitasy oudowi th
othermonit
ori
ngpurposes.

Remember
,it

sal
laboutt
hebi
gpi
ctur
e.
Get
ti
ngs
pec
ifi
c
Now,wenev ersai
dthatabigpi
cturedoes
nthav
esmal
ldet
ail
s.Whi
leyour
overal
lmonit
ori
ngmaybebr oad,ther
eareti
meswheni
twil
lmakesens
et o
narr
owi noncer
tai
ndetail
s.

Pr
oduc
tdevel
opment
Wev
etalkedabouthowy ouc anusemonitor
ingtofi
ndoutwhatyourcust
om-
er
sli
keanddon tli
keaboutyourcompeti
tor
sproduct
sandser
vic
es.But
i
nst
eadofus i
ngt hatt
oselly
ourproduct
sbetter,y
oucanals
ousetheinfoto
makeyourproduc t
sbett
er.

Whendev el
opingorupgradingapr oduct
,cons
iderwhatyourc
ompet i
tor
sare
off
eri
ngwhenbui l
dingyourproductroadmap.Youcanchoosetoimproveupon
thi
ngsthey
redoingpoorl
y,ortoputapaus eonthi
ngsthey
realr
eadydoing
wells
oy oucanfocusonbeinginnovati
nganddiff
erent
.

Mar
ketr
esear
ch
Beyondnewpr oduct
sandser
vices
,knowi
ngyourcompeti
tor
splac
ewit
hinthe
marketi
simportant
.Whatr
egionsdotheyser
ve,whatl
anguagescant
heyserve
cus
tomersin?

Soyl
ent,ameal r
eplac ementbever
age,monit
orscompeti
tor
stoaidi
ninter
na-
ti
onalexpans
ion.Bec auseit
sanopen-
sour
cereci
pe,alotofcompet
it
orshave
st
art
edbas i
ngtheirfor mul
aonSoy l
ent
spr
oduct.

Sinc
eSoyl
ent
str
ademarki
sonl
yintheU.
S.andCanada,theyl
ookatwher
e
compet
it
orsarepoppi
nguptohelpdeci
dewhic
hregionstoexpandt
o.

Wr
appi
ngup
Asyoucansee,youreal
l
yneedtoknowwhatsupwithyourcompet
it
ors
.Al
lof
i
t,f
rom mar
keti
ngc ampai
gnst
oproductr
eleasesandcustomers
upport
.

Betweenmoni t
oringt
ool
sandotherwaystocoll
ecti
nfor
mationonl
ine,i
t
snot
toohardtocreateamis
sionc
ontr
olfori
ntel
li
gence,j
ustl
i
keas ec
retspy
organi
zat
ion.

Medi
aMoni
tor
ingMadeSi
mpl
e 21
CONT
ACT

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