625: 3 Ways Your Competitors Can Help Improve Your Marketing w/ Ellie Mirman

ABOUT THIS EPISODE

In this episode we talk to Ellie Mirman, CMO of Crayon.

LinkedIn: https://www.linkedin.com/in/elliemirman/

A relationship with the right referral partnercould be a game changer for any BEDB company. So what if you couldreverse engineer these relationships at a moment's notice, start a podcast, invite potential referralpartners to be guests on your show and grow your referral network faster thanever? Learn more at sweet fish Mediacom. You're listening to the be tob growthshow, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've cometo the right place. I'm James Carberry and I'm Jonathan Green. Let's getinto the show. Welcome back to the B tob growth show. We arehere today with Ellie Merman. She is the CMO of Crayon. Ellie,how you doing today? I'm doing great. Thanks much for having me. I'mexcited to chat with you, Ellie. We're going to be talking about howyour competitors can help you improve your...

...marketing. So it's it's a reallyinteresting topic and when you mentioned it I thought, man, this is goingto be a really fun conversation. Before we get into that, Ellie I'dlove for you to explain to our listeners, just a loaded crayon and what youand your team are up to over there. Short thing. So,crown is a market intelligence company. We help companies track and, doesn't acton, everything happening in their market. So what that means is we havea platform for automated competitive intelligence as well as competitive analysis tools, so thatyou can find insights to help improve your business. I love it. Ilove it, and so, obviously, with you guys, with you guysliving and breathing, in this case, it makes perfect sense why you arethe person to talk about how your competitors can help you improve your marketing.So, as we're talking about this idea leading into this conversation, Ellie,you mentioned this idea of shortcutting best practices. Could you elaborate on on that ideabit and and tie it back to how that helps us use our competitorsto make our marketing better? Yes,...

...absolutely so. You know, ifwe think a step back and think about why we even need to bother lookingat our competitors, certainly no business operates in a vacuum and your marketing effortsYe for the same attention as the for the prospects that your competitors are goingafter. But that's not actually a bad thing. Having your competitors there andyour their marketing campaigns available to you can help you improve your own campaigns andshortcutting best practices is a great way to do that. You know, bylooking at what your competitors are doing on their websites, with their landing pages, with their SEO efforts, what they're a be testing on their sites,can be a great way for you to almost expand the the size and thebandwidth of your own team to learn from their own tests. So Great.Example, we have a customer in the Waste Management Space and there are asmall team. Waste Management is this giant industry with national companies and they've beenmonitoring their big national rivals and those rivals...

...honestly have more resources, they havebigger budgets, they have bigger teams, they just have more bandwidth to runmore campaigns and do more testing. And so what they've been doing is lookingat what they're testing, looking at their lighting page tests, looking at theSEO work that they're doing on their site and saying, Oh wait, whatare they doing there? They're, you know, changing this thing about theMetadata of the page. Let me see how I comply those same learnings tomy site so that I don't need this bigger team to take advantage of thesebest practices. Yeah, that makes perfect sense. I've heard of folks youkind of signing up for their competitors email list go through their funnel and seewhat emails they're sending when. But it makes perfect sense, if you've gotthe technology that's going to enable to you to do it, to see,okay, what are they be testing? What are the you know, whatare they changing from an Seo Perspective on their site? So that makes perfectsense and I love how you explained that.

It really expand and it's almost likeexpanding your team into theirs by being able to leverage, you know,what their team is doing to improve what they're you know how they're going tomarket in that and the marketing efforts that they're deploying. The next thing youtalked about offline, Ellie, was this idea of finding white space in yourmarket. Can you talk to us about that idea? Yeah, absolutely so. I especially think about the white space as it relates to really popular marketingstrategies like content marketing. Certainly every business has a blog. Now everyone's doingthose, taking this content marketing approach, which means it's that much harder tostand out with that right. If you rewind a decade, you know,if you had a blow, you were instantly the best marketer in your industry. Yes, not really the case anymore, and so looking at where your competitorsare investing can help you figure out, all right, how do I differentiatemy marketing approach so that I can...

...stand out, so we're not alljust writing the same blog post every single week and promoting it on the samechannels. How do I figure out where that white space is and so thatcan apply to channels, you know, whether it's twitter versus facebook, versusmedium, versus Youtube, what have you. Media formats, you know, doyou do short or form, long form, video, multi media?And then also topics. I think that one of the things that a lotof competitive industries resultant is everybody's kind of rephrasing the same idea over and overagain and it's really hard for prospects to tell the difference between what what allof them are really push record. So looking at that can really help youfigure out, all right, they're not none of our competitors are investing inlong form ebook content. Maybe that's a way for us to stand out.And so actually there was a company in the staffing and recruiting space, cource, very crowded lot of companies in the same thing. They did exactly that. They looked at the content formats,...

...they looked at the topics that theircompetitors were using and weren't using, and they started to invest in those,those white space areas, and they saw more social engagement because it was reallyunique content. They saw more website traffic as a result because, hey,there were the only ones really producing that, and they also got more third partycoverage. Is that it have an interesting angle for some of that differentiatedcontent marketing. You can get more news coverage and more people writing about whatyou're doing because you're being unique in your protect yeah, so it's a notjust capitalizing on what your competition is doing by trying to emulate what they're doing, but but also looking at what they're not doing, and it really reallypressing into that why space makes makes a whole lot sense. This last onethat we're going to talk about, Ellie, is societea of inspiring new approaches tellus about this one. Yeah, so one of my favorite things aboutour competitive intelligence approach is not just looking...

...at your direct competitors. I thinka lot of folks when they think about monitoring their competitors, they think aboutthe people they go head tohead with in every sales conversation, but you canactually learn a lot from less direct competitors, whether it's, you know, evenpartners or your customers as well. And what I also consider or whatI call aspirational competitors to these are companies that are not really people that comeup in a sales process. You don't go head tohead with them, butthere is some amount of overlap in the types of customers that you go afterand the the product approach or there's just some sort of overlap in and whatyou're offering, and so I love monitoring those companies as something that I actuallydo. I look at companies that are not really doing market intelligence, butthey do like deep data in different parts of the marketing sphere, and soit's really fascinating to see how they approach marketing because we have in some wayssimilar products and similar customers, but they've...

...been around a lot longer, theyhave much bigger teams as a similar to the kind of shortcutting the best practices. There's an opportunity to get inspired by them. So I love looking atthem for pr ideas seeing what they what they use to get coverage, lookingat unique marketing campaigns to say, you know, I don't have the sameamount of bandwidth as they do, but maybe there are unique things that areworking for them that would also work for us and it wouldn't be competitive.And then even looking at things like positioning. If we have a similar product asit relates to data and insights, how did they position that? Howdo they write case studies around it? Think that there's a lot of greatinspiration that comes from looking at these less direct competitive folks. That's that's fantastic, allie. This is this has been incredible. You've given me a tonof ideas. If there's somebody listening to this, they want to stay connectedwith you or they want to learn more about Crayon and how you guys cancome alongside their marketing efforts and help them...

...do a lot of what we justtalked about. What's the best way for them to go about doing both ofthose things? Yeah, so feel free to check out our website. That'sCrayon DOTCO. We have lots of information, lots of educational content and a coupleof free products as well, so you can kind of dabble in thatand see what we're all about. I love it. I love it andand they can. I was just looking around on your website side. Ifyou if you go around and check out their team, you'll see you'll seela and and where she's living on Linkedin, and so would and would encourage everyoneto make sure and stay connected with her, follow her on Linkedin andmake sure that you stay up to date on everything they've got going on.La, this has been incredible. Again, thank you so much for your time. Thank you. There are lots of ways to build a community andwe've chosen to build the BEDB growth community through this podcast. But because ofthe way podcasts work, it's really hard to engage with our listeners and withoutengagement it's tough to build a great community.

So here's what we've decided to do. We're organizing small dinners across the country with our listeners and guests.No sales pitches, no agenda, just great conversations with likeminded people. WillTalk Business will talk family, will talk goals and dreams, will build friendships. So if you'd like to be a part of a BEDB growth dinner ina sitting near you, go to be to be growth dinnerscom. That's betoob growth dinnerscom. Thank you so much for listening. Until next time.

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