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GeniusMarketing

00:00:01

Hello everyone, my name is Vika and in the

00:00:05

second part of the lecture we will discuss the topic of the

00:00:08

module the basics of Internet marketing and the

00:00:10

focus of our attention today in

00:00:13

this part will be on market analysis and competitor analysis, we will

00:00:18

go over these concepts in more detail with examples

00:00:20

from a little practice, we will start with

00:00:23

that and the third to ask ourselves what we

00:00:26

measure and what we learn about the market for the

00:00:30

market volume we use the

00:00:34

similarweb service in more detail we will

00:00:36

go through it in the lecture a little further, this is a

00:00:39

service that helps you estimate how

00:00:41

many users visit

00:00:44

your site on sites your competitors in

00:00:46

which regions, how often more precisely, what

00:00:49

number of visitors comes per month,

00:00:52

what traffic channels are used, what

00:00:56

marketing models are used, that

00:01:00

is, when you can go

00:01:02

directly to click on an advertising

00:01:05

channel, you can go to the articles

00:01:07

that this or that

00:01:08

competitor uses, model

00:01:10

them accordingly yourself and make a decision

00:01:13

to use such a development of the direction

00:01:15

or not from the third question that we will

00:01:18

analyze today is what

00:01:21

players are in the market, how to choose key

00:01:23

players in the market and, accordingly, how

00:01:25

they can be in the trend at the top and

00:01:30

we will pay maximum attention to the issue

00:01:33

what level do the players play in the market at

00:01:37

what level do the top players play and this will be the

00:01:39

majority of this section so the volume of the

00:01:44

market and the players we carry out an analysis and

00:01:48

we record all the data in the table that you

00:01:51

now see in front of your screens

00:01:54

I will say once again that this template

00:01:57

is not what then a unique

00:01:59

universal for all occasions

00:02:01

is the template in which you

00:02:03

record the most key indicators and

00:02:06

you can modify this template,

00:02:09

expand it, remove it directly

00:02:12

after you study the market and adapt it

00:02:15

from competitors market analysis to the

00:02:18

business niche in which you work and so what it

00:02:22

looks like in principle, this table

00:02:24

you have a division between the value of the

00:02:28

board client with whom you are working, the

00:02:30

next block is competitors and the

00:02:32

next block is foreign analogues,

00:02:35

that is, your focus should always be

00:02:38

on direction 3, you analyze the

00:02:41

indicators for the business you

00:02:43

work with, you study at least 5 competitors

00:02:48

in niche in the region in which you

00:02:50

work and study 123 there are a maximum of

00:02:55

5 foreign analogues

00:02:58

because we understand that, let’s say, if you

00:03:00

work in the CIS, then the pain is that the

00:03:04

foreign market is more dynamic;

00:03:09

marketing models are developing more dynamically; new ones

00:03:10

are being introduced. then the

00:03:12

adjustment changes accordingly need to

00:03:15

take some examples from there and

00:03:17

apply them directly in your

00:03:19

business in the competitive market in which

00:03:23

you work, preferably at least 5 better than

00:03:26

10 but no more so that later your

00:03:30

focus of attention does not scatter in different

00:03:32

directions, always choose some

00:03:35

certain players that you are always at the

00:03:38

top keep in mind and track

00:03:40

what they do, how they do it, how often

00:03:42

and based on their work, you will already be able to

00:03:46

project some of your marketing

00:03:48

decisions and tools to develop

00:03:51

further, you must write down and in the column you

00:03:56

should give 1 that are in on this

00:03:58

plate this is a unique

00:04:02

selling proposition, this is essentially the

00:04:06

offer that you form

00:04:08

in a maximum of one or two sentences, which

00:04:10

clearly describes what you offer to whom and

00:04:14

in what volume and prescribe it by

00:04:18

client by competitor and look for

00:04:21

foreign ones analogues, the

00:04:23

next factor that you should

00:04:25

write down for yourself

00:04:27

is the key differences, how you differ

00:04:31

from your competitors, perhaps you have fast

00:04:34

delivery,

00:04:35

perhaps you have some kind of special

00:04:39

offer or discount that

00:04:41

your competitors do not have, perhaps you

00:04:43

provide some additional

00:04:45

services that your competitors do not have and in

00:04:48

perhaps you

00:04:50

will analyze the reverse side and find some

00:04:52

interesting solutions of your competitors

00:04:54

that you could take for yourself;

00:04:56

write down separately the advantages of what you

00:05:00

liked about the product in the packaging; I

00:05:04

mean the appearance of the site;

00:05:07

social networks, that is, all the sites

00:05:11

where your competitor is located;

00:05:12

what is a plus;

00:05:16

you liked the usability of the site; you

00:05:19

liked it; it was easy to

00:05:21

call from your Dotan phone; but on

00:05:25

your phone, you go to the site and click on a

00:05:28

button; it’s very convenient; perhaps one of the

00:05:30

competitors had a form where you had to

00:05:33

fill out

00:05:34

15 fields, and it turned out to be inconvenient;

00:05:38

you should write all the pros and cons

00:05:41

as much as possible in this table,

00:05:45

if you are a marketer and you are working on

00:05:47

this task before analyzing competitors,

00:05:51

another very important and interesting point

00:05:53

that I recommend you use is to

00:05:54

conduct literally three or four such

00:06:01

surveys among the potential target

00:06:04

audience, that is if you know that a

00:06:07

product or service is used in a product or service,

00:06:11

for example, your friend, your

00:06:13

colleague or your friend, a matchmaker, brother,

00:06:16

yes, you can give this

00:06:20

person a website to use and see how convenient it is for

00:06:23

him to use, how quickly he scrolls,

00:06:25

looks at the feed, what buttons he

00:06:28

presses that is, all this information

00:06:30

will help you look at your

00:06:34

product better, and if, for example, you, as a

00:06:36

marketer,

00:06:37

we were developing some block of the site, you

00:06:39

thought that this is just wow, it

00:06:42

distinguishes you as much as possible from your competitors, and

00:06:44

if you let this product be used

00:06:47

there by a potential target audience and

00:06:49

not they’ll just swipe it like that,

00:06:51

so you’ll understand that it’s as if

00:06:54

the blocks were being developed in the wrong direction and the

00:06:57

strategies weren’t where the improvement

00:06:59

should be, so it’s important not only from

00:07:02

your point of view, but to write down everything there as

00:07:04

your subjective point of view, but to be as

00:07:08

objective as possible and take more

00:07:10

information from potential

00:07:13

site consumers, the following table shows the graphs

00:07:19

as well as the position in the world position in your

00:07:22

country traffic time on the site

00:07:24

depth of refusals and traffic in your country

00:07:28

you can take this data

00:07:32

directly from the similarweb service

00:07:35

in the presentation here under the tables from there is a

00:07:39

link to review of the use of this

00:07:41

service, that is, we will not

00:07:43

focus on this now, there is

00:07:44

maximum detail and video instructions on

00:07:46

where to click what and what indicators where to

00:07:49

take and where to take them and insert them into the

00:07:51

table,

00:07:52

that is, all this information will help you

00:07:56

understand what the volume is market and what

00:08:00

players there are in this market, but there is also one

00:08:03

important aspect that you cannot assume that

00:08:05

the information you received from the service

00:08:09

there similarweb as an example is one hundred

00:08:11

percent

00:08:12

correct these are similar services there with

00:08:16

it there are also several analogues, we

00:08:19

will talk about this a little later they give

00:08:21

data shows when studying and

00:08:25

including a huge number of

00:08:27

factors, so there is always a margin

00:08:29

of error and it can even be

00:08:32

about 15 percent, so you

00:08:35

get some data and you can

00:08:38

simply operate on them in order to

00:08:40

understand some kind of general picture to the general

00:08:43

direction but there is no way to accept that this data is

00:08:46

100 percent correct information and the

00:08:49

client has a competitor with

00:08:50

traffic of 100,000 people

00:08:52

on the site, that is, these are just

00:08:55

some kind of conventional units, we always keep

00:08:57

in our heads that there is a large share of

00:08:59

error, so we can’t be

00:09:02

one hundred percent sure of what you

00:09:05

use use another

00:09:09

option is when how to find

00:09:13

competitors usually then you come to

00:09:16

some business then the owner of the business yes

00:09:19

or if you are the owner of

00:09:20

the business you understand plus or minus 3 5

00:09:23

key competitors with whom you

00:09:26

work and usually this information

00:09:29

also voices it is important for a marketer not to

00:09:32

be focused only on this

00:09:36

information, but to receive it

00:09:38

and conduct analysis exclusively in the

00:09:41

context that has already been given to you, that

00:09:44

is, we always go beyond the scope of

00:09:46

analysis and analyze those positions that

00:09:49

we have already been given earlier, plus we are looking for new ones as

00:09:52

we can also looking for new ones is when you

00:09:55

understand the main key query of your

00:10:00

niche, for example, you are promoting

00:10:03

some kind of beauty salon and you understand

00:10:07

by searching for a keyword, for example,

00:10:10

manicure Kiev, Poznyaki there,

00:10:13

let’s say, yes, you can type this keyword

00:10:15

into the search engine there,

00:10:18

Google or any other that you

00:10:21

use and they give you a list of

00:10:23

some results, respectively, when

00:10:26

selecting several such keywords

00:10:29

that are as relevant as possible for

00:10:30

your business with which you work, you

00:10:33

can see in the top there are about 35 of those

00:10:36

that are always repeated and you can

00:10:39

take them and include your plan for analysis,

00:10:41

this is very important and also make

00:10:45

a division between paid ones because in a

00:10:47

Google search, the first advertisements are given to you

00:10:49

and then it’s

00:10:51

organic, that is, you take two

00:10:54

from paid sources, 2

00:10:55

from organics and take these competitors for

00:10:58

analysis so that you had the most

00:11:00

complete picture

00:11:02

and understanding of how the cat market works,

00:11:06

what beer volume is and what to do with it

00:11:08

next, and now you and I

00:11:12

will focus more on the levels at which the

00:11:17

top players play in the market before, in principle,

00:11:21

the market is such a rather conditional

00:11:23

concept, yes, that is, if we physically have there

00:11:26

market before we can

00:11:27

imagine some area of the city

00:11:29

there is a market in which there are there and its own

00:11:32

rows there are some conditions under which

00:11:37

you can buy a place a little closer to the

00:11:39

entrance a little further from the entrance some better

00:11:41

places worst places yes, that is, this is such

00:11:44

some pictures when you can

00:11:45

imagine, I am sure that each of you

00:11:47

at least once in your life has been somewhere in the

00:11:49

market, plus or minus, the same scheme exists

00:11:53

in the virtual market, that is, you

00:11:56

can imagine that the market is some

00:11:58

kind of space where there are some

00:12:01

players who play according to certain

00:12:03

rules and now we will go through

00:12:05

these certain rules in

00:12:08

parentheses, let’s see what the levels are and

00:12:11

you should, if you are already a business owner

00:12:13

or you are already a marketer who

00:12:15

works in some company,

00:12:17

try Now project these levels

00:12:22

onto your business and understand where you

00:12:24

are and what the next stage

00:12:26

your business could be, how to move further along it

00:12:29

and in order to move on

00:12:32

to these stages in more detail, to begin with, we will

00:12:35

also start again with an example of an

00:12:37

offline business that will give you

00:12:39

an understanding visually, what is a market and

00:12:44

what are the rules there? play more, it

00:12:47

will be more clear,

00:12:48

imagine now that near

00:12:51

your office or the place where you work,

00:12:54

they opened a cafe with delicious aromatic coffee and

00:12:59

fresh pastries. imagine this

00:13:03

situation until you go to work in the morning

00:13:06

and you you see some beautiful place,

00:13:08

some beautiful sign

00:13:10

and it smells of aromatic coffee, based on

00:13:13

this example, we will now

00:13:16

go through the 5th level of

00:13:19

audience awareness according to certain rules of the market game, the

00:13:21

first level is when on the street where you

00:13:25

work

00:13:26

the only coffee shop has opened, that is

00:13:30

there are no competitors in the market, there is a big long

00:13:34

street, there are a lot of office premises,

00:13:37

people want to drink coffee somewhere at lunch, that

00:13:41

is, you and the first one who opened there,

00:13:43

respectively, all clients come to

00:13:46

whom your main task is at the first level,

00:13:49

which is called a new product, it’s just

00:13:53

cool to do and provide that the product

00:13:56

or service that you are in, the business

00:14:00

that you are engaged in,

00:14:01

that is, you don’t even at this stage need

00:14:04

to study heaps of marketing crows,

00:14:07

some kind of scheme or something else, you are

00:14:09

so you according to them, you are simply alone in

00:14:10

the market, you have already a priori won the second

00:14:14

level, this is when in we are called to

00:14:17

stand out at the second level,

00:14:20

someone some enterprising

00:14:23

uncle or auntie sees that

00:14:26

such a large crowd of

00:14:29

victories for coffee is coming towards you that people just

00:14:32

stand in line for a long time and they say that listening, I

00:14:34

will do the same, I will open a new cafe next to

00:14:37

you,

00:14:38

accordingly you are no longer alone in the market,

00:14:40

you are already second there, either 5 or 10,

00:14:45

depending on how quickly the market is developing

00:14:47

and how quickly new competitors appear

00:14:50

on your street and that your main

00:14:53

task at the second level is to stand out

00:14:56

due to characteristics; just the same is not enough for a person the

00:15:00

fact that you exist

00:15:03

or the fact that you were the first,

00:15:05

no one can even remember that you were the

00:15:06

first on this street, yes, but you need to

00:15:09

stand out due to the characteristics of which

00:15:11

we will talk in more detail later, but

00:15:14

your main task is, for example, to say

00:15:17

that I have coffee here let’s say

00:15:19

Scott is a certain degree of doneness,

00:15:21

or I don’t have croissants, but some kind of

00:15:25

pies, and that is, there are some things

00:15:27

that

00:15:28

set you apart from your competitors and

00:15:31

you wear it, for example, in the name,

00:15:33

display it there, if we are now talking about a

00:15:34

coffee shop, the

00:15:36

next evolutionary one So it goes that the

00:15:40

third level is when you

00:15:43

already have a lot more than ten on the market, you

00:15:47

no longer stand out at all with any

00:15:48

characteristics because you have a

00:15:51

certain degree of roasting after

00:15:54

a few caffeines, your competitor has

00:15:55

exactly the same slogan when you understand

00:16:01

that you are already factors of which than would you be

00:16:04

able to separate yourself simply no, well, as

00:16:06

if we had already reached the maximum limit of some kind of

00:16:09

guarantee, but there is always demand, this is a very

00:16:12

important point that there is a demand for the product,

00:16:14

then you stand out at this level by the fact

00:16:18

that you tell some kind of

00:16:20

story about yourself, that is you’re saying that it’s

00:16:23

not just that I have grains identified by

00:16:26

the ground, you’re saying that these grains, if

00:16:29

it’s really true, were from

00:16:31

such and such an area in Africa, they

00:16:34

were delivered like this,

00:16:35

then they were fried like this, that is, you’re

00:16:37

adding some kind of story, maybe

00:16:40

more stories, if let’s say there was a

00:16:42

store there, it was your father’s, you

00:16:45

then passed it on to you as an inheritance,

00:16:48

and you continue to continue

00:16:51

your family’s business there, accordingly,

00:16:52

this can also be packaged into some kind of story,

00:16:55

people love stories, people are ready

00:16:59

not just to buy coffee if only it’s

00:17:01

simple to drink they need something more

00:17:04

they need emotions they need impressions and

00:17:07

depending on the story that you

00:17:10

will broadcast,

00:17:11

naturally you will decorate the entire room

00:17:15

inside the coffee shop in the form of this

00:17:17

story, yes there if it was when you

00:17:19

roasted the beans there and told

00:17:22

how to from one region to another

00:17:24

they have a protractor with transportation

00:17:27

happening on the walls, you can

00:17:30

certainly visually design it

00:17:32

there if this is a family and family affairs, then

00:17:35

it’s cool there are some portraits of the

00:17:37

family where

00:17:38

and you were little there, they

00:17:40

made coffee and so on, that is, a certain

00:17:42

history

00:17:44

fourth level is when the market

00:17:47

evolves, grows, develops and, in

00:17:51

principle, almost every competitor also has such stories, each has its

00:17:56

own, each is unique, what we

00:17:59

encounter are characteristics with which we

00:18:01

can stand out, there are very few, well, as if they no

00:18:04

longer have a history for everyone different for

00:18:07

everyone unique because we

00:18:09

ourselves are unique people and at the

00:18:13

fourth level we win due to

00:18:16

speed due to such indicators

00:18:19

to do faster cheaper more

00:18:21

convenient we’ll also go through it in more detail

00:18:24

a little later but at the fourth level

00:18:27

due to speed we can win the

00:18:29

fifth level this is when we create a

00:18:32

consumer culture, this is when you go

00:18:38

to work and you don’t think about which

00:18:42

coffee shop you should go to get coffee, you

00:18:44

just go straight there and even when you

00:18:48

wake up in the morning at home you may not drink

00:18:50

coffee because you know in your head

00:18:52

unconsciously even that you're walking along, I

00:18:55

'll be like work, I'll go there, I

00:18:57

'll introduce him to that barista who will ask

00:18:59

me how I'm doing, who

00:19:01

will give me something, I don't know, maybe some kind of gift in the

00:19:04

form of a cookie or something else,

00:19:06

and I'll get some there - it’s a pleasure

00:19:09

before starting a hard working day to

00:19:12

just sit in silence for five minutes,

00:19:14

let’s say as an option, that is, you

00:19:16

are creating a culture of consumption of your

00:19:19

product now, using the example, we

00:19:23

looked at coffee shops,

00:19:25

this is an offline business, I think for the majority, or

00:19:27

rather for everyone, it is as clear as possible

00:19:30

because you definitely drank coffee more than once, you

00:19:32

understand,

00:19:33

you can even remember now how and by

00:19:37

what principles you choose a place

00:19:39

where to go for a drink and by what

00:19:42

principle and what will also help you

00:19:44

understand what level of

00:19:45

awareness you are at if you

00:19:49

actually have your own business then you

00:19:51

can also talk about

00:19:52

all these furnace levels now and

00:19:54

guess at what stage you

00:19:56

are now let's go through

00:20:01

each of the levels in more detail and

00:20:05

go through their characteristics the first

00:20:09

level we remember is the one where you are on

00:20:13

the market 1 you are the one and only

00:20:15

until your task here at this level to be

00:20:19

simple to be direct there is no task to make

00:20:23

some unique

00:20:26

promises there is no task to impress clients

00:20:29

beyond that and the services that you

00:20:32

provide because you are alone in

00:20:34

the market your task is to have a simple ether and

00:20:37

do your job well for example, yes, let’s

00:20:42

also take another example, let’s say in

00:20:45

the niche,

00:20:47

let's take

00:20:49

online physical training, some kind of

00:20:52

fitness training, let's

00:20:54

imagine a situation that you

00:20:56

are a gym trainer there, you don't have

00:21:00

enough

00:21:01

clients, you want to increase your income,

00:21:04

you want to try something new, you

00:21:06

decide to sign up for some kind of online course there

00:21:09

where will we know 10 classes

00:21:11

that help a person, let’s say

00:21:14

closing one of his main needs

00:21:16

is to lose excess weight, that is, your

00:21:19

packaging is on the first level in the market, you

00:21:21

are in a place where there is no

00:21:25

other similar course, you are on the market 1

00:21:29

your main task is to write it down the

00:21:32

course itself and give a certain offer is simple,

00:21:35

now just lose excess weight, I

00:21:39

will help you because yes, that is, this is to a

00:21:41

certain farmer formulation similar to a

00:21:44

unique selling proposition

00:21:46

that can show you that you

00:21:49

are at the first level, the person

00:21:51

when they read it will understand what it’s about

00:21:53

date about the fact that you need to lose excess weight,

00:21:57

then he will see that this is an online program,

00:22:00

because perhaps there are people

00:22:02

who are offline for some reason,

00:22:04

they do

00:22:05

n’t want to go or they don’t have time,

00:22:07

so you benefit from the fact that

00:22:10

you conduct these online lessons, you have

00:22:12

the opposite communication from clients and there are

00:22:15

sales and there is involvement you are in the market 1

00:22:19

2 level before the market we remember it always

00:22:23

evolves it is always dynamic it

00:22:25

always quickly changes quickly and

00:22:27

at the second stage

00:22:29

some of your colleagues, let’s say, also

00:22:32

saw that it works well yes you

00:22:34

get additional income

00:22:36

recorded lessons once, conduct them as much as possible

00:22:39

there, do not invest any physical

00:22:41

resources and also says that listen, I

00:22:44

will record this too and makes the same course,

00:22:46

let’s say like you and your target

00:22:50

audience understands that there are already 2 such

00:22:53

proposals and you need to understand due to

00:22:56

what we need to stand out, so the second

00:23:00

level is the level where we

00:23:02

stand out due to the characteristics of the first

00:23:06

and second by increasing the promise, that

00:23:10

is, it’s not enough for me to say that you just

00:23:13

lose excess weight so that I

00:23:16

can separate myself from the competitor, I

00:23:19

need to voice my proposal

00:23:21

as follows, for

00:23:23

example, it may sound something like

00:23:25

this: lose up to seven

00:23:28

kilograms of excess weight in four weeks

00:23:31

or get this 40 dollars back

00:23:34

that there are clear numbers and

00:23:38

characteristics of how much to lose in what

00:23:42

time and how much you need to pay for it,

00:23:44

that is, if you see two offers

00:23:47

you can against this background, to stand out among

00:23:50

competitors, but at the second level there is

00:23:54

one small trick, and it’s cleverly

00:23:58

hidden in the second. In the second

00:24:00

characteristic about increasing the promise, there

00:24:03

is such a small

00:24:05

temptation for either marketers or

00:24:08

business owners to exaggerate

00:24:10

the promise a little; here it is important to be as

00:24:13

sincere as possible and to be honest with the client does not

00:24:16

say that you will lose, for example,

00:24:18

not 7 but 15 kilograms in four weeks

00:24:22

or 7 kilograms two weeks before, in

00:24:25

that you understand that a person has

00:24:27

some specific process inside the

00:24:31

body and if you give some

00:24:32

I don’t know if there’s a big load there, maybe

00:24:35

somewhere the feedback is not very

00:24:38

good for the client, maybe he’ll

00:24:40

get some health problems,

00:24:42

so it’s very important here not to play in order to

00:24:45

maximize the

00:24:48

promise where this is not necessary and a

00:24:51

plus usually when this happens,

00:24:53

a person also feels that something is wrong here,

00:24:56

like it’s

00:24:57

too promising and there is little

00:25:01

action, but there is also one important

00:25:04

point that it is also important to be as

00:25:07

sincere and honest as possible, what if you have a

00:25:10

simple product,

00:25:12

for example, you sell ballpoint pens, but

00:25:15

how you can stand out based on the characteristics of a

00:25:17

ballpoint pen, yes, well, it cannot

00:25:20

write on its own, it cannot make sure

00:25:22

that the ink never runs out,

00:25:25

yes, that is, goods and services that have

00:25:28

their characteristics already

00:25:30

determined in advance, that is, we

00:25:32

cannot promise

00:25:33

the supernatural, even suddenly you

00:25:36

will write and some thought will come to you

00:25:38

and the pen will continue to write on

00:25:40

paper, yes, here it is also important to understand this,

00:25:42

I’m exaggerating now, but that

00:25:45

any product has some

00:25:47

limitations, and if you understand that your

00:25:50

product you are selling, for example, pens have

00:25:53

limitations, that is you can’t

00:25:54

stand out there due to some super

00:25:57

supernatural characteristics,

00:25:59

then it’s important to simply recognize this in fact and

00:26:02

work simply to

00:26:04

increase the sales market, increase

00:26:07

distribution channels, yes they do, they go

00:26:11

to such a level that we will then

00:26:13

add characteristics, then I will create

00:26:15

the story of how this is a pen, which means how I

00:26:18

got the idea to sell pens, how is this a

00:26:20

pen, what a cool thing it is, how it

00:26:23

came to your table from the factory, well, that is,

00:26:24

this is kind of absurd, yes, so it’s

00:26:27

very important to also

00:26:29

have such common sense in not

00:26:32

increasing this here is an important promise

00:26:35

at the second level, also remember this to yourself,

00:26:38

please, the third level, what we have at the

00:26:42

third level in terms of characteristics is

00:26:45

when you need to separate from the mas,

00:26:48

that is, this is the case when you already have

00:26:50

more than two or three competitors in the market

00:26:52

when we have already boasted about our

00:26:55

characteristics, they have increased

00:26:57

their promises to the limit and in principle

00:27:00

are not much different from each other, the market is

00:27:03

oversaturated with advertising, the need

00:27:06

has remained, that is, there is also an important point

00:27:08

that if you feel that there is a need for

00:27:10

your product or service, we

00:27:13

move to the third level

00:27:15

if you understand that there are a lot of people with a product

00:27:19

they don’t consume it that much, then the third

00:27:21

level and promotion to level 4 will

00:27:24

not help you at all, you most likely need to

00:27:27

either differentiate yourself into some other

00:27:28

segment of the business or move to another

00:27:31

business, this is another topic, let’s say, the topic of the

00:27:33

lecture is that here you need to do the important

00:27:37

key things at the third level you

00:27:40

are presenting some new feature, you

00:27:43

move on from the fact that it

00:27:46

works, yes, this is the story about stories,

00:27:49

you are talking about a unique feature, the

00:27:52

example with coffee, and when, let’s say,

00:27:56

you have some kind of family dynasty for

00:27:58

several generations who have been doing this you

00:28:01

tell a story if we take the

00:28:04

example of our fitness trainer date you

00:28:08

can tell a story let’s say how

00:28:11

you achieved a certain

00:28:12

result perhaps your clients have the

00:28:15

same problems or had the same

00:28:17

problems as you once had

00:28:19

respectively you went through this the path

00:28:21

of change and you can help them as much as possible,

00:28:24

we remember that people love stories, love the

00:28:27

people in these stories, they have the opportunity

00:28:30

to analyze themselves, their own

00:28:32

feelings, was it like this

00:28:38

for me and was it like that for me?

00:28:40

They will be able to compare with another person

00:28:42

and accordingly more emotional

00:28:44

connection, therefore, at the third level we

00:28:47

stand out due to some

00:28:49

unique feature of a unique story and it is

00:28:51

very important that it should be a

00:28:53

unique story, it is not

00:28:55

some kind of fictional mythical story because

00:28:58

people are not stupid, but we all

00:29:00

understand that we we feel when something

00:29:02

is fake as much as possible, you need to find exactly what is so far

00:29:05

your uniqueness is the

00:29:08

uniqueness of your business and with this you

00:29:11

immediately stand out in the market fourth

00:29:15

level here we stand out due to

00:29:20

speed, that is, to do you

00:29:24

still improve the characteristics of

00:29:26

the product, you look at the characteristics of

00:29:29

competitors that are done at the third

00:29:31

level you tell stories you

00:29:34

develop as much as possible but try to

00:29:37

make your service your product faster

00:29:41

cheaper and easier faster if you can

00:29:46

deliver your product in two days and your

00:29:49

competitors stole it in three days

00:29:51

if you can offer a price

00:29:54

for the product cheaper than

00:29:58

you have won your competitors, but also do not forget about the

00:30:00

moments of dumping, there is no need to play with this;

00:30:02

common sense should prevail and

00:30:05

if you can provide your product

00:30:08

more simply, you do not need to develop

00:30:12

any complex schemes; fill out 10

00:30:16

fields in order to be

00:30:18

able to order some then a service with

00:30:21

home delivery,

00:30:22

they are at some branch, let’s say

00:30:24

postal service, if you the simpler

00:30:26

this process is between the fact that a person

00:30:29

saw your product service home process until

00:30:31

the moment he received it, the simpler

00:30:34

this path is, the you win, that is, the

00:30:36

fourth level is everywhere about speed,

00:30:39

but it’s also very important,

00:30:42

always keep the focus that there should be

00:30:44

common sense everywhere, faster, cheaper and simpler is not always

00:30:48

good, so it’s important that your product is of the

00:30:51

highest quality, because

00:30:54

faster, cheaper, you

00:30:55

can also save money, and it’s not always

00:30:58

about quality, it’s not always about story

00:31:00

when we are already playing at the fourth level,

00:31:05

let’s say the chances of falling face down in the dirt

00:31:10

and not getting up are as high as possible,

00:31:12

that is, if you are if you are some kind of

00:31:15

restaurant, then either you deliver

00:31:18

food, you will deliver faster, cheaper,

00:31:22

but the quality of the products will be worse or

00:31:25

the delivery will be in terrible shape, the

00:31:28

product will arrive to the person, there will be

00:31:30

some kind of pizza or something else he ordered,

00:31:32

then you will lose

00:31:34

customer loyalty and, accordingly, the

00:31:36

higher we get and to the top, the more

00:31:39

painfully and quickly it will fall,

00:31:42

so it is very important to always have

00:31:43

some kind of common sense,

00:31:45

well, the fifth level is a market in which,

00:31:49

in principle, the

00:31:50

tops play, the giants play, yes, this is a market

00:31:55

when the product creates a culture of

00:31:58

consumption, when you, as in the example of a

00:32:02

fitness trainer who launched

00:32:05

online education, but how much

00:32:07

do you pump up so much?

00:32:10

expert, you promote your product and

00:32:13

consumer culture, what your clients,

00:32:15

when let’s say they do it, they no longer

00:32:19

force themselves to do it,

00:32:21

they enjoy sports, they enjoy their new lifestyle, they enjoy

00:32:24

proper nutrition, that is,

00:32:27

if we are talking about a coffee shop, then for a

00:32:30

person it’s cool before work there

00:32:33

or during a hard working day,

00:32:36

go out there for 15 minutes, drink coffee in

00:32:38

some silence,

00:32:39

relax there before, that is, consumer culture

00:32:42

is when you accustom users to a

00:32:47

certain process or

00:32:50

product, that is, a consumer culture is already underway,

00:32:52

this is what you can no longer

00:32:54

control that is, if at the

00:32:56

previous stages you could,

00:32:59

the only factor that of course you

00:33:01

can barely control is

00:33:03

word of mouth, and then at the fifth stage

00:33:06

when you have formed a

00:33:07

consumer culture, in

00:33:09

principle you cannot control

00:33:10

any indicators because it’s all it

00:33:13

happens on its own, that is, people

00:33:15

buy your product themselves, yes, this is when

00:33:17

starbucks in order to write specifically on the

00:33:20

cups, this is some kind of culture, a

00:33:22

certain consumption, yes this is when

00:33:24

even American films are made with the fact

00:33:26

that people walk with cups in their hands and

00:33:29

drink coffee right on ways to work,

00:33:32

some kind of model that did not exist before,

00:33:34

it has formed and this is the culture of

00:33:37

consumption of your product or

00:33:39

service,

00:33:40

this is exactly about the fifth level

00:33:42

that we talked about, this is the level of

00:33:44

awareness of your audience. Now

00:33:47

we have finished the blog about the market, that

00:33:50

is We understand that there is some

00:33:52

market volume

00:33:53

that plays by its own rules. Your

00:33:56

main task is to understand the market volume,

00:33:59

how much demand there is for your product, service,

00:34:03

product and understand what stages there are

00:34:08

in this market and where your product is

00:34:10

located, that is, or you

00:34:12

the only ones on the market, but this is quite

00:34:14

rare,

00:34:15

let’s say, and the phenomenon is up to when you are only

00:34:17

1, or there are several competitors,

00:34:20

or you are playing at a level where

00:34:22

you tell through a story, you

00:34:24

are transmitting the values of your business, and

00:34:26

or you are playing

00:34:29

at speed up to there provision of

00:34:31

goods services, or you are already at the maximum

00:34:35

fifth level, you are already forming a culture

00:34:37

and you just need to open some

00:34:39

new directions. Now

00:34:42

we will devote the next block to talking to you

00:34:45

about competitors, and it is so important and the key

00:34:51

thing is to understand that there are two such types,

00:34:55

let’s say so there are two directions for

00:34:56

competitors: there are direct competitors and

00:34:59

there are indirect direct competitors, these are those competitors

00:35:03

who offer goods, services,

00:35:05

some programs exactly the same as

00:35:08

you;

00:35:10

indirect, these are those who offer a

00:35:13

product and substitutes,

00:35:15

for example, imagine that you are

00:35:19

the owner of some kind of cinema, let’s say

00:35:22

if we Let's go through the Kiev cinema,

00:35:24

purely for the name so that you

00:35:26

understand that the direct competitors of the cinema

00:35:28

are a multiplex, there

00:35:29

may be an Oscar cinema there, there may

00:35:31

be a planet of cinema and a number of other ladies,

00:35:35

indirect competitors of the cinema may

00:35:38

be places where people fulfill their

00:35:41

main need, how to spend

00:35:44

time together, and what -the leisure it

00:35:47

could be in a bowling alley, it could be an indirect

00:35:50

competitor of the cinema, it could be

00:35:52

some kind of restaurant, some kind of

00:35:53

entertainment complex,

00:35:55

it could be roller skating there,

00:35:59

or any other sport, that is,

00:36:02

where the main need is fulfilled with the

00:36:05

help of which the client chooses

00:36:09

go to you, yes, that is, he probably doesn’t

00:36:12

want some kind of active sport there,

00:36:14

he just wants to sit, but his main

00:36:16

need

00:36:17

is to have a good time and time

00:36:19

is saved, this is about direct and

00:36:22

indirect competitors, how to find

00:36:25

competitors, the first question is no matter how

00:36:29

trivial it is it sounded like before, yes, we are

00:36:32

given by competitors, let’s say there, and either the

00:36:35

business owners with whom we work,

00:36:38

or we ourselves are the owner of the business,

00:36:40

we already know the players in the market, the most

00:36:42

banal but the most correct question is

00:36:45

ask the question google that the which I already

00:36:48

said when you know

00:36:51

keywords by which people search for you on

00:36:54

the Internet, I gave an example with a

00:36:57

nail salon, if you know,

00:36:59

for example, cinemas

00:37:01

there in such and such an area, or where

00:37:04

to spend time on the weekend, that is, you

00:37:07

know some keywords that

00:37:10

your target audience uses, you them

00:37:13

you ask a question in google and it gives you

00:37:15

a list of

00:37:16

potential competitors, you use

00:37:19

10 or more such keywords, keyword

00:37:23

combinations, even find competitors

00:37:27

and in the list you will

00:37:28

come across the same ones, plus or minus, we

00:37:31

remove at least 5 from all of these and you have already found

00:37:34

clients,

00:37:35

these but there are some more complex market

00:37:38

is here, what we are doing is doing

00:37:41

a survey, perhaps you are developing

00:37:47

[music]

00:37:49

the same agricultural equipment dates where, well,

00:37:52

people don’t buy on the Internet from online

00:37:55

stores, some kind of tractor on, well, how

00:37:57

would we understand all this and We understand,

00:37:59

therefore, there are some special

00:38:01

exhibitions at which

00:38:04

usually take place at a certain time

00:38:07

cyclically every year, respectively,

00:38:10

competitors in such complex market niches in

00:38:13

complex markets such as bi-tu-bi are

00:38:16

usually looking for through such

00:38:20

specialized exhibitions and events

00:38:22

and through a survey of market experts,

00:38:24

that is, if you already you know people

00:38:27

who also work in this niche, you

00:38:29

can also communicate with them about it and

00:38:30

they will tell you the competitors

00:38:33

accordingly and can even tell you

00:38:35

who is doing what because a complex

00:38:37

market is mostly such a

00:38:40

giant that moves slowly, it is not a

00:38:43

dynamic bi to bi bi here is a segment,

00:38:45

so you can find more information about it,

00:38:49

but in special places

00:38:52

further on, I want to talk to you

00:38:55

about services for finding

00:38:57

competitors, but a very important point, this is

00:39:00

exactly the same as in analytics, I also

00:39:02

hope they will talk about this to you, that any

00:39:05

data can do nothing for you does not mean

00:39:08

if there is no purpose for which you are looking for this

00:39:11

data, you can, for example, google

00:39:13

analytics upload some report there

00:39:16

for a certain period,

00:39:17

if you do not have a task and purpose for which

00:39:20

you need this report, these numbers

00:39:23

will be simply as useless as possible for you

00:39:26

that is, you won’t be able to manage them,

00:39:27

you can’t without understanding what it means, it’s

00:39:30

a lot or a little, it’s good or it’s bad, and in the

00:39:33

same way with competitors of services

00:39:36

for which you can actually find a

00:39:39

large number of competitors, but it’s important

00:39:43

not just to understand the information that is

00:39:46

not given to you you have collected iec

00:39:48

and what to do with it, it is important to understand for

00:39:50

what purposes you are looking for competitors,

00:39:53

for example, if your task is to introduce a

00:39:55

product to a new market or to increase

00:40:00

brand awareness, let’s say yes, then you

00:40:03

use those services that help you

00:40:06

study your competitors by searching, mentioning the

00:40:09

brand further in the presentation b you will be

00:40:13

provided with a link and a short description of what

00:40:16

this service can do, then you

00:40:19

can then simply follow the

00:40:21

link to view this service and

00:40:24

if your task is to

00:40:26

analyze competitors in the search for a

00:40:29

mention of a brand, you naturally

00:40:31

choose any of the services convenient for you,

00:40:33

analyze the data and

00:40:36

you will be able to analyze them taking into account the

00:40:40

task that is assigned to you

00:40:41

now, we will simply go through these

00:40:44

parameters and you will have a voice-over presentation

00:40:47

and you will be able to study all this in

00:40:49

more detail. The first is search services,

00:40:53

mention of the brand, that is, with the

00:40:56

help of this group of services their nose I

00:40:59

indicated again, you will be able to track

00:41:02

mentions of the company or its product

00:41:05

on social networks in news portals

00:41:08

on formulas in blogs, and so further below a

00:41:12

complete list of

00:41:15

these services and more detailed descriptions

00:41:18

of each of them will be translated for you, the

00:41:20

next block of services is for searching for

00:41:24

backlinks

00:41:25

if you For example, you are working on a

00:41:30

large online store or on

00:41:33

some blog portal that hosts a

00:41:37

huge

00:41:39

number of users on its site who

00:41:40

communicate with a huge number of

00:41:42

users and you need to find similar

00:41:45

services that generate

00:41:48

large amounts of activity on its sites the number of

00:41:50

visitors you can use a

00:41:53

service from this group, these are services for

00:41:55

finding backlinks in more detail, which is just the way

00:41:58

to use these

00:42:00

services, you will have

00:42:02

a blog on SEO promotion because there you can

00:42:04

track backlinks

00:42:07

as thematically as possible for this

00:42:10

module, you can go there in more

00:42:12

detail study everything,

00:42:14

but what is important in these services is

00:42:16

to understand the quality of the link mass

00:42:20

that refers to this or that

00:42:23

source resource, and therefore you can

00:42:26

simply use these services to simply enter the

00:42:28

real

00:42:29

sites that you need and are

00:42:31

interested in

00:42:32

in the search bar and get a

00:42:35

certain detailed analysis of the each

00:42:37

of the competitors and, accordingly, understand and

00:42:41

analyze how high-quality

00:42:42

the link mass is, in what volume, and what

00:42:45

your competitors purchase, and

00:42:47

accordingly, based on this data,

00:42:49

we decide which

00:42:52

links to buy from whom directly;

00:42:54

again, let me remind you that this applies to the fact

00:42:57

that if you are engaged in what -

00:43:00

large sites where a large

00:43:02

number of visitors are generated, or it is an

00:43:04

online store and the same as in the

00:43:08

previous paragraph, a detailed description is a

00:43:10

link to the service and you can study what

00:43:13

this service is

00:43:14

and what functionality it can

00:43:16

provide, then the following

00:43:20

two services are services for searching

00:43:23

keywords in contextual advertising,

00:43:26

the main specificity of the principle of

00:43:29

contextual advertising is that

00:43:32

you form your

00:43:35

advertisements using keywords, accordingly,

00:43:37

as soon as your client enters a

00:43:40

search string with a certain

00:43:41

wording, a chain of such keywords,

00:43:45

your offer in them is displayed at the top and

00:43:48

higher, depending on the rating in

00:43:51

more detail, again, blocks on

00:43:53

contextual advertising,

00:43:54

but if you have a task to promote your

00:43:57

business, find competitors in a niche where the

00:44:00

main advertising channels of

00:44:02

traffic channels will be contextual advertising

00:44:04

and how to understand which is the main traffic channel

00:44:07

we talked about the similarweb service,

00:44:09

it gives you completely detailed

00:44:11

information if you see that among

00:44:14

your competitors,

00:44:15

fifty or more percent use

00:44:17

contextual advertising, then most likely

00:44:19

you also need to use it, how

00:44:22

to understand what keywords to

00:44:24

promote your business, here in front of you are

00:44:27

keyword search services,

00:44:31

again here you can determine

00:44:33

which keywords work for your

00:44:36

successful competitors and you can

00:44:38

simply use these same words for your website

00:44:41

for your project and thereby also

00:44:44

participate in the auction so that you

00:44:46

can appear in searches because they

00:44:49

fill out your request in the search

00:44:52

bar. The

00:44:54

next group of services are services for

00:44:57

determining the position of the site that is, the services

00:45:01

from this list determine the position of the

00:45:03

site in search engines, that is, unlike

00:45:05

previous services that are mainly

00:45:08

tailored for contextual systems, these

00:45:11

track visibility in organics,

00:45:13

that is, what is the difference here when

00:45:17

our previous blog of services was based on

00:45:20

keywords you give you you end up

00:45:22

on the list of paid advertising, then these three

00:45:27

services help you track

00:45:29

organics, that is, how much is the

00:45:32

number of visits

00:45:34

to your site without advertising, how many

00:45:39

other competitors link to your sources on your platform,

00:45:42

and what is the

00:45:43

volume of direct visitors you have according to

00:45:46

this data you will also be able to

00:45:47

analyze

00:45:49

accordingly the position of your website and,

00:45:52

of course, your competitors that you

00:45:54

identify, and a very important service in the

00:46:00

next block of services is services for

00:46:03

studying social activity. We all

00:46:07

know that now the market is at its maximum and

00:46:10

all businesses are trying to be as

00:46:12

friendly as possible with the potential Patel clinic.

00:46:15

Accordingly, clients should be

00:46:18

represented as widely as possible on all

00:46:20

social networks, and basically, if a

00:46:22

client is dissatisfied with something there, in most

00:46:25

cases he will write either some kind of

00:46:27

angry message

00:46:28

on social networks, or mainly it is

00:46:32

social networks that are now very rarely

00:46:34

found for any special services.

00:46:36

so that you can leave some kind of

00:46:38

feedback, so below the services are

00:46:41

provided just to

00:46:44

determine the social activity of your

00:46:46

competitors, again like how many and what

00:46:49

number of comments under posts

00:46:53

what is the number of posts and publications in principle, what is the

00:46:56

number and audience coverage, that

00:47:00

is You can find out all the information on the slope of

00:47:01

competitors from these

00:47:04

services that are given in this

00:47:07

block, these are social activity services,

00:47:10

and in a separate block, the last block I

00:47:14

included the

00:47:15

so-called other services, that

00:47:18

is, if the previous ones could

00:47:20

track one direction,

00:47:22

then it was easy to group them then below are

00:47:25

services that help and contain

00:47:28

several listed functions from those

00:47:30

that were previously

00:47:31

and you can’t just put them

00:47:33

in a separate section, but they

00:47:36

will help you monitor the activities of

00:47:40

your competitors, that is, you again

00:47:42

go to the site and study

00:47:45

depending on those marketing

00:47:48

tools to those marketing

00:47:50

indicators that you want to know about

00:47:52

competitors, either these are the volumes of traffic or

00:47:55

these are the marketing channels with which

00:47:58

your competitors work, you will be able to

00:48:01

study all this, analyze it, you wrote in the

00:48:04

table, it is very important that we do not keep all the data

00:48:06

somewhere in separate sources,

00:48:08

like from this service, in this file I

00:48:10

analyzed everything from this service in

00:48:13

this you collect everything in 1 in order to

00:48:15

be able to draw a

00:48:18

complete picture of how your

00:48:20

competitors work, determine their miss

00:48:22

place in the market and determine your position

00:48:25

according to your competitors and so now

00:48:30

there has been a lot of different

00:48:32

information and I think that you have an

00:48:35

absolutely reasonable question about what exactly

00:48:39

to do, so

00:48:41

I’m answering an example of a table for analyzing

00:48:44

competitors at the link and the table

00:48:47

that we looked at a little earlier, I won’t

00:48:49

focus your attention on this, we’ll definitely add this

00:48:52

table

00:48:56

We supplement the characteristics that you need, including

00:48:59

if there is no website if there is no lining if there is

00:49:02

no platform at all other than

00:49:05

social networks you cannot, for example,

00:49:07

analyze an account using the

00:49:09

similarweb service this is necessary other

00:49:12

services

00:49:13

but the competitor occupies a large volume of

00:49:16

the market the competitor is very active

00:49:18

accordingly you take you include it

00:49:22

in your table in the list of competitors and

00:49:24

write down all possible data

00:49:26

regarding the account on Instagram, that

00:49:29

is, what is the number of subscribers, how

00:49:31

often posts are published, if there are calls to

00:49:34

action, if there is a comment, how they answer the

00:49:37

question about the price, and so on, that is,

00:49:40

all possible information about the key

00:49:42

players you must be in

00:49:44

one file this is very important what you need to

00:49:49

know about key competitors we

00:49:52

have talked a lot about this let’s summarize

00:49:54

the first is traffic

00:49:57

what is the volume of traffic for your competitors

00:50:03

your niche second is the sources of

00:50:08

traffic that is, is it paid advertising

00:50:10

Facebook or is it Instagram or this is

00:50:13

contextual advertising and the poet's

00:50:15

contextual media network or this is SEO

00:50:17

promotion using the services

00:50:20

we discussed above, you will be able to determine in

00:50:22

percentage terms what

00:50:25

traffic sources your competitors use,

00:50:27

respectively, with a high degree of

00:50:29

probability you also need to

00:50:31

pay attention to them in order to then

00:50:33

build a strategy promoting a business

00:50:36

on the Internet, the

00:50:37

third thing that is extremely important is the ease of

00:50:41

use of the site,

00:50:43

it’s not enough to just have a site, it’s not enough to just have a

00:50:46

beautiful site, the

00:50:47

site should be convenient and the site

00:50:50

should be able to

00:50:53

cover the client’s need that

00:50:54

he has, if the goal is to leave a request, the

00:50:59

description of the service should be as clear as possible

00:51:02

What kind of buttons should there be Buttons should

00:51:06

be naturally functional There should be

00:51:09

opportunities for convenient use of the site

00:51:12

from mobile devices because we

00:51:14

see a trend where the desktop requires a

00:51:18

large number of operations, including

00:51:20

making payments from a

00:51:23

mobile phone, so the emphasis in

00:51:26

development is always on

00:51:28

mobile first first, then the desktop version,

00:51:31

this was the third factor that you need to

00:51:34

pay attention to 4 this just comes from the

00:51:38

type of each potential client, we also

00:51:41

separately write out

00:51:44

the use of advertising channels in the table, that is, it is

00:51:47

important not just to list those that

00:51:49

are used by a competitor, but also to select

00:51:52

the main ones where is the maximum

00:51:55

amount of traffic and if, for example, in percentage

00:51:56

terms similar man they show you that

00:51:59

50 percent there is the contextual media

00:52:02

network and one percent Facebook advertising date,

00:52:05

respectively, it is clear that you need to

00:52:07

focus on the contextual media

00:52:09

network and an important factor in this is the

00:52:13

number of subscribers in social

00:52:15

networks,

00:52:16

that is, it is important here that the brand business

00:52:20

must communicate with customers and you

00:52:22

must track not just what

00:52:25

category the communication takes place on, but

00:52:28

also feedback because always

00:52:30

keeping your finger on the pulse

00:52:31

is important in order to understand

00:52:34

feedback from customers, they usually

00:52:36

suggest what needs to be improved what you

00:52:38

need to pay attention to how often you need to

00:52:41

basically monitor all this and

00:52:43

track any one clear

00:52:47

answer and of course of course there is no reason

00:52:50

why because business and different there is

00:52:53

business and the most dynamic where are

00:52:55

some basic indicators you need to

00:52:57

generally monitor every week there is a

00:53:00

market where competitors jump out

00:53:02

literally every day, but

00:53:04

yes, accordingly, you must understand,

00:53:07

first of all, you always start with the fact that

00:53:09

at least once every two weeks you should

00:53:11

go through the list of competitors by

00:53:14

their key positions, again check

00:53:16

all the services that have come out for shoes we

00:53:19

mentioned and do something From there, the cross-section and

00:53:22

analysis further, the more you

00:53:24

delve into them, go deeper into those

00:53:26

in the subject of the business with which you

00:53:28

work, you will catch its rhythm and

00:53:32

then you will be able to understand whether you need to

00:53:33

do such a cross-section on competitors more often,

00:53:36

or it needs to be done there less often and

00:53:38

generally once every six months is enough

00:53:40

if from, for example, Uber and sometimes

00:53:44

everything takes a long time there, so everything develops so there is

00:53:48

no point in doing any specific actions every week,

00:53:50

but if you are a beginner, if you are starting

00:53:53

in the profession of an Internet marketer, if

00:53:56

you are starting in order to launch new

00:54:00

products, then try to

00:54:02

keep your finger on the pulse as much as possible; you simply

00:54:05

even develop the skill in yourself to use

00:54:07

these services and you know some kind of instinct or

00:54:11

something, when you can, without

00:54:14

any special detailed analysis, already

00:54:17

make some definite forecasts on

00:54:19

the topic in which you work

00:54:21

because you begin to feel the audience,

00:54:23

feel the product, feel the dynamics

00:54:26

and rhythm of the niche market itself, yes, that’s why it’s

00:54:30

very important to do this and you

00:54:34

should never forget about some unique

00:54:36

parameters by which you can compare

00:54:39

competitors that matter

00:54:42

specifically in this business, we understand

00:54:45

something the sign that I will ask there and

00:54:48

which will be available to you

00:54:49

is just some certain

00:54:52

template, it is always a business, it is somehow

00:54:54

unique, yes there are some features,

00:54:56

there are some factors that are extremely

00:54:59

important for this business and if you

00:55:02

understand this if

00:55:04

either a business owner or a marketer tells you about this,

00:55:06

then you simply add this item

00:55:09

to the table and analyze them

00:55:11

directly taking into account this

00:55:14

unique parameter

00:55:17

and so today we talked to you

00:55:19

in the second part of the lecture, we talked to you

00:55:22

about market analysis, yes we

00:55:24

talked about 5 levels of

00:55:28

audience awareness, we

00:55:31

talked about the analysis of competitors about

00:55:34

what kind of competitors there are, yes, we remember

00:55:36

direct and indirect, we talked about what

00:55:39

services you can look for, analyze them,

00:55:42

that we collect all the data in one file and

00:55:45

structure it all, all the information for

00:55:48

ourselves and, in principle why do we need all this,

00:55:52

that is, today, what we

00:55:54

talked about today in the module on the

00:55:56

basics of Internet marketing, this is exactly

00:55:59

what the development of the base is the foundation that

00:56:03

foundation on which you will then

00:56:06

layer by brick the

00:56:08

next steps, the next modules,

00:56:11

the next blocks in studying

00:56:15

the Internet -marketing, we have now

00:56:17

formed a base;

00:56:19

this base is needed so that you can

00:56:22

package your offer efficiently;

00:56:25

you can build marketing

00:56:27

strategies, that is, you must understand how

00:56:30

you will understand this when you

00:56:32

have worked on the target audience, when you have worked on your

00:56:35

competitors, when you

00:56:37

have worked on the market, when you feel

00:56:39

it all out, you will be able to

00:56:42

draw some kind of step-by-step plan in your head, that is,

00:56:45

for starters, I will create a website like this, I

00:56:49

will set up Facebook advertising there, let’s say I

00:56:51

will get leads, then we will get the first

00:56:54

profit on the next traffic channels

00:56:55

that we will launch, this will be

00:56:57

contextual advertising after

00:56:59

contextual advertising I assume that we

00:57:02

will be able to launch video marketing and so

00:57:05

on, that is, what we

00:57:07

have figured out in these two lectures is

00:57:09

exactly the foundation on which you

00:57:12

can

00:57:13

step by step, as an apology to the ring,

00:57:17

put on all these

00:57:20

pearl circles and water accordingly

00:57:22

to receive as a result, the marketing

00:57:24

strategy that you will

00:57:27

definitely test next because all

00:57:29

this is

00:57:30

always building hypotheses, the likelihood

00:57:32

that it will work or not work is

00:57:34

always very different, so always

00:57:37

use

00:57:39

quickly and build hypotheses and

00:57:41

analyze their success

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