How we work

Niche research and Internet marketing trends analysis

We believe that access to necessary information is half the battle. However, you won’t be able to win the battle if you don’t own it.

In this presentation, we’ll focus on the ways we research and analyze business niches. This is a crucial stage, when we evaluate the potential of internet marketing channels for a particular business area to decide on further activities and strategies.

Our business analysts developed a specific method to run niche researches and competition analysis in a client’s business area. As a part of the research, we perform the following activities:

• analyze the total online demand for products and services;• estimate the leads/sales capacity of search channels;• study online exposure and visibility of client’s business among target

users.

Research flow

Total demand analysis

Marketing capacity research

Website visibility analysis

Total demand analysis

Data collection with Google Keyword Planner1

Selection of relevant semantic groups2

Performance research of each semantic group

1Google Keyword Planner - https://adwords.google.com/KeywordPlanner – is a tool that provides keyword ideas and traffic estimates to help you build a Search Network campaign.2Semantic group is a group of keywords (keyword phrases) that have similar meanings and refer to a particular category of goods and services to be promoted.

Keywords

B2B B2C

Search queries are allocated across two categories – B2B и B2C, so that we can split the search demand between these segments.

Total demand analysis.Semantic group allocation.

Campaign capacity research

Campaign Efficiency=

Total search demand * Conversion rate

• If we know the total search demand, we can calculate the amount of the traffic expected for each of the analyzed semantic groups.

• An average conversion rate is calculated with expert evaluation and can be adjusted based on seasonality trends and a type of business.

• The total expected traffic is estimated on the basis of search queries position across each of the semantic groups in top-5 search results.

Test parameters

Parameter Definition Application An average amount of monthly searches

An average amount of target users’ searches for a keyword per month

It enables to evaluate the total market capacity (all users who search for target products or services)

CTR Top-5 A ratio of clicks in Top-5 search results to impressions for target keywords

If a website takes TOP-5 position for target queries in paid and search results, it can get up to 14% click-throughs.

CR (Conversion rate) A rate of traffic conversion into sales/requests/leads

An approximate rate of traffic conversion into sales/requests/leads.

Website visibility analysis• SERP analysis of search

results for relevant queries.• Analysis of search results

structure (images, video, articles, etc.)

• Making up a profile of a typical website in TOP-10 for primary search queries: domain age, PR, the number of pages indexed, keyword use in a domain name, etc.

Research results

• Analysis of the market segment and niche capacity (including the estimated number of sales, leads or services requests);

• Comparative visibility analysis of client’s and competing websites.

• Marketing recommendations development based on the analytical data.

How to request a custom research?

Option 1.

You can get an express audit of your business niche right after you submit a services request with us. We run free express niche audits for every potential project.

Option 2.

You can request for a comprehensive research of specific business areas, where we have already collected necessary information. Contact us to get a list of ready-made research cases.

Option 3.

You can make a request for an individual research of your business niche by providing us with details about your services/products, target market and key competitors. Get in touch with us to discuss your requirements.

Contacts

Moscow:

2 Sretensky Tupick, Moscow, Russia, 107045

+7 915 263 3956

 

Minsk:

13 Krasnaya Str., Minsk, Belarus, 220000

 +375 29 6905355

Email: info@im-action.com

Web: www.im-action.com, www.im-action.ru