Marketing Espionage: How to SPY on Yourself, Your Prospects and Your Competitors to Dominate Online

Heather F. Lutze, CSP

Marketing Espionage is essential to understand why your competitors enjoy web success and your own online efforts don’t deliver. Leverage the marketing budgets of your competitors and reverse engineer that data to grow your business FAST and EASY!

-SPY On Yourself to Manage Your Online Brand Reputation
-SPY On Your Prospects to Create Content that Sells & Converts
-SPY on your Competitors to Leverage Their Marketing Efforts to Your Advantage
-Does Your Online Presence Make these Massive Mistakes?

Beautiful design without Internet marketing don’t attract the right visitors or convert them
Egocentric marketing makes the business owner happy, but doesn’t serve or attract prospects
Out-dated digital brochure site doesn’t engage visitors or provide information they need to buy now

Accept this Internet Marketing Mission and Learn How to:
-Leverage multi-million dollar online marketing campaigns to your advantage
-Learn the Competitive Intelligence Tools of the online professionals to reverse engineer a marketing plan that beats the competitors with much higher budgets.

Apply Marketing Espionage, a holistic approach with SEO, blogging and social media to dominate page one of search results
Find and use the right keywords for your ideal prospects and customers
Integrate videos, images and social media to boost and your site’s Findability
Build a new website or fix your current site to get found online and dominate your market

About the Author

Heather is the widely acclaimed speaker, trainer, and consultant who literally wrote the book on search engine marketing. Two books, in fact—The Findability Formula: The Easy, Non-Technical Approach to Search Engine Marketing and the brand new Thumbonomics: The Essential Business Roadmap for Social Media & Mobile Marketing. Her writing and in-demand keynotes and workshops are delivered with the same witty, “no-geek-speak” style that has managed to demystify internet marketing for countless business owners.

Breaking free of corporate “cubicle” jobs well over ten years ago with nothing more than a dream of entrepreneurship and a basement computer, Heather has built her business into a multimillion dollar Denver SEM company—the Findability Group.

These days, you will usually find Heather either preparing to leave for a speaking engagement or just getting back from one. (Apparently, jet-lag is not an issue.) As for her “street cred,” Heather spent three years training advertisers in Paid Search techniques for Yahoo! Search Marketing. She is a member of the National Speaker's Association, a sought after Vistage International Speaker and has shared the stage with Tony Robbins Business Mastery in Fiji and London. And yes, Heather has even been on Oprah twice.

Heather founded Findability Group in 2000 in response to all the frustrated web site owners who had paid good money for beautiful, high-tech web sites that weren't bringing in business. Heather speaks around the US and Globally. After selling Findability Group, Heather founded Findability University helping business owners and their marketing teams to get found online doing it themselves.

Marketing Espionage: How to Leverage Online Competitive Intelligence to Dominate Your Industry

Shoe phones, cones of silence, British sports cars, and intelligence gathering are not just for James Bond and Mr. Gadget. Let’s put on our trench coats, grab our briefcases and start to SPY. This mission is yours if you choose to accept it.

CEOs and top executives are pulled in a thousand different directions to oversee and build your business. However, when customers or clients search for your products or services, they may not necessarily know them specifically by name. Instead, they seek a solution to a problem. With a sea of competitors and so many variables, potential customers turn to Google for answers. Your greatest marketing challenge is to know intimately what your customers or clients need, what keyword phrases are important to THEM and also how we see your company.

After working with many CEOs and top business executives for years, I can tell you that there are countless ways to search for the very same thing. Your company often creates a website, blogs and social content based on how YOU see your business and not what problem the client needs resolved. They are turning to a robot for solutions. You need to appeal to the robot AND the human to be truly findable. I call this "Findability" or industry experts call it SEO (Search Engine Optimization).

I want to challenge you to think differently. It’s time to take a proactive approach to marketing and see if you can figure out what is inside the mind of your IDEAL online searcher. You often guess at what might work for online exposure and guessing is expensive! The ONLY way to STOP guessing and to know for sure what your customers are doing is to SPY on them.

Don’t worry, all the tools and tricks I will show you are ethical, legal and everyday practice for Internet Marketers. These tools have been my secret Spy Tool Kit to outsmart the competition online and win new business. I am thrilled to share with you the best Findability tools anyone can use…no geek knowledge required.

OK, let’s get to work. Fill out this form below so you can implement the recommendations as you read this article.

Spy on Your Own Website to Establish a Baseline.

Your Website: ____________________________

MARKETINGGRADER.COM: This tool will give you a WIDE perspective of your current website and a quick assessment of the key attributes search engines expect of an authority web presence. Remember that search engines covet their search results. They only want to put the best of the best under keyword searches based on blogging, social engagement, lead generation and other key factors. NOW RUN YOUR SCORE. Once you write your score down, scroll down the page for detailed recommendations on how to improve your score.

YOUR SCORE: ___________________

The BIGGEST word on the word cloud is the MOST REPEATED keyword on the page. Search engines want to rank the pages that are most relevant by keyword phrase. Circle the biggest keyword on the page, the second biggest and so forth. Now you can see how search engines interpret what your homepage is about. If the biggest word on the page is your company name, you may want to consider other phrases (besides the name) for which your homepage should rank. Or you can do this with a competitor's site too.


COMPETITOR #1: WWW.____________________________.COM
COMPETITOR #2: WWW.____________________________.COM This is a great tool to see exactly what keywords your company currently ranks under in search engines, as well as your how your competitors rank. Go ahead and run a report for your website. You will get a treasure trove of data on your business including keyword positions on a search result page, searches per month and any trending for that phrase. Warning: This tool will let you run a single report before asking for your credit card. You can get around this by using different browsers to run more than one report. You are going to love this tool since it offers tons of great insights in a format that's easy to understand.


ADWORDS KEYWORD PLANNER: Some of you may know this tool if you run a paid search campaign (PPC). If not, this is the best tool by far to get keyword ideas. Visit, setup an account, and use the keyword planner. Even though you have to enter a credit card number, there is no fee for opening the account and you do NOT have to start a campaign. Just use and abuse the keyword planner to discover your ideal keywords.

Remember, you want keyword phrases that are two - three keywords long. Try to be as specific as possible. Create a list of all the keyword phrases you would like to rank for in search engines. Then your team can consider creating content based on these keyword phrases for blogs, social media, or web pages. This tool gives you monthly search volume for each keyword phrase. Pick keywords that have over 250 searches per month to gage if writing content based on the phrase is worth your time.

SPYFU.COM: This is a great intelligence-gathering device. They have a number of valuable tools such as the Kombat tool to “fight” with your competitor (your domain versus their domain), and it breaks down the websites piece by piece. They also have a keyword tool called SmartSearch. Here you will get search engine data from Google, Yahoo and Bing search engines. Play around and run some reports to get helpful keyword ideas, as well as understand why that pesky competitor ranks for a particular keyword phrase and you do not. They have so many great offerings, it's worth setting up a free 30-day trial.

Keep this article handy for the next time you see a competitor ranking under a sought-after keyword phrase. Use this Spy Tool Kit to dive into what they are doing, discover what keywords they are using and how you can compete with them in search results. This message will self destruct in 10 seconds.

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