Digital Marketing Assignment: SEMrush- Online Visibility Management Platform
Question
Task:
I am a SaaS software company, and I am struggling with keeping track of my competitive landscape.
Come up with a product concept to help with monitoring the competitive landscape for B2B SaaS companies. Build a roadmap and write some initial requirements.
Create a detailed report on digital marketing assignment that covers
— Pain point
— Solution / Product Vision
— Target Market / TAM / Target Buyer
— Pricing & Packaging
— Product Road Map & Launch Plan
— List 5 Epics you would include in MVP
— A detailed JIRA story that covers one main use case
— Key metrics to measure product performance
Answer
Problem Definition
Introduction
The current digital marketing assignment talks about the “SEMrush” which is a web service for professionals and is to be used for the purpose of digital marketing. It’s an All-in-One marketing toolkit (Shchegolev, 2008). So, customers and professionals can use it for an eCommerce website where sales can be performed online. It will help in the optimization of an online store, manage a brand for reputation and build an ad campaign.
In this report, it will be discussed that the software developer can develop an application for the web services which can bring a new revolution to the digital industry. The report will provide the product roadmap and the Backlog of the project that will have the Epics and User stories. Define the persona who will be the system end-user for the future. In the first release, there will be User Stories that will decompose the Epics. Then will discuss the MVP for the first release and followed by the Story Mapping for the MVP. Stories will be elaborated based on the acceptance criteria.
Product Roadmap:
Product roadmap gives the user to understand the vision of the company. The roadmap provides the timeline and the release date of the Epics and the User stories (Mikula, 2021). It will provide whether the work is in progress or the to-do-list or completed. The goals and actions are aligned with the organization and the team works accordingly to achieve the target.
In the product roadmap, the Business Analyst will get the goals, timeline, features, and other recourses and with the help of the developer team, solve the problem that arises. It is important to provide the product roadmap for the SaaS product.
User and User needs:
Professionals or customers who are using the SEMRush tool will need to have the following things:
- The product blueprints: Things that are supposed to be there inside the application that will help build the website and generate more and more traffic.
- Professionals should understand the target keywords that the audience will be looking into and work accordingly.
- With the eCommerce website, what position thus the user website stands in needs to be tracked every time (WebGentle, 2019).
- Professional and Customers need to get the best template from the SEO content template to reach the top of the 10 rivals as those are the main competitor for the company
Product Backlog
In the product backlog, feedback could be received from various sources, users, developers, sales, or business management. The teams are making all the efforts to make the feature of the product more valuable and working on the barriers that are stopping the customer to come back again. SEMrush provides all the features that are needed for marketing purposes. This product is an all-rounder in the market than any other product.
Customer Problems/Issues faced by the Service Provider:
- There is a 14 days trial period where every feature is not provided. The user who will be using and experiencing the use of the software would need all the features to be once made available during the trial version so that they can get a better experience of how to track their website performance through the software (Passive Cabbage Challenge, 2021).
- Daily notification can be a distraction to the buyers or purchaser, as there are lot many works schedule on daily basis (Springer and Miler, 2018). So, it is better to get them once a week or monthly or quarterly basis. However, if the user is working on the website, any which ways they are going to track their performance by visiting the SEMrush portal.
- The features that are provided in the trial version are very lesson, at least for the purpose of peer learning on the comprehensive platform the developer can build the same as a learning-based software which will be easier for the user to understand all the features of the Software and make use of the services provided by it appropriately (Scott et al., 2021.
- It would be built in a manner that can be easy to use from any device.
Customer Value:
One of the best services that it has provided to the customer is to referral program where the customer can you the affiliate link of the URL of SEMrush and share them with other customers and get a commission of $200 on every sale it made (Wali, 2018). Customers can you the tools to teach students and build a sales marketing funnel to generate more revenue for themselves as well as the company.
Business Value:
The expansion of the services to multiple users across the world will give a good revenue to the company and improve the services of the software. The SEMrush package comes with Pro, Guru, and Business pricing monthly as well as an annual subscription (Gralha et al., 2018).
Solution/Product Vision
|
# |
Task |
Story |
Sprint |
Marketing Search Ready |
Priority |
Status |
Story Point |
Release Number |
Acceptance Criteria |
|
1 |
Keyword Magic Tool |
Yes |
1 |
Yes |
High |
Open |
10 |
1 |
Do a lot of Automation and make things easier with keyword research |
|
2 |
Position Tracking Tools |
Yes |
5 |
Yes |
High |
Open |
10 |
2 |
Track the performance on daily basis and check the position of the website on the list |
|
3 |
SEO Content Template |
Yes |
1 |
Yes |
Medium |
On-Hold |
5 |
1 |
Need to search for target keywords and how the competitors are using the user target keywords |
|
4 |
Keyword Gap |
Yes |
1 |
Yes |
High |
Open |
10 |
1 |
Compare the keywords of the user domain with the competitor’s domain |
|
5 |
Site Audit Tool |
Yes |
2 |
Yes |
Medium |
Close |
2 |
2 |
Detail information in terms of technical SEO, Crawled Pages, check through the progress |
Goal and Non-Goal
Target Market and Target Buyers
Feature Description
The 5 favorite SEMrush features will be discussed here (Pro SEO Tools, 2021). SEMRush is the biggest digital marketing software in the market. It has around 40 different features with the 5 favorite features for the product that would be discussed here are
1. Keyword Magic Tool:
This is a must-have tool for keywords research, all short of automation are done and make life much easier in terms of identifying user interferences and also different types of keywords that users can try and target. Even Professionals and Customers can add keywords to keyword managers and can easily track them. Keywords can also be filtered with specific words to get a bunch of related keywords (Mann et al., 2018).
Keyword Magic Tool
Keyword Magic Tool(connect)
2. Position Tracking
This is used every day to track how the user website ranking is performing over time. In the landscape, the Professionals and Customers will be able to see the visibility, estimated traffic, and average position. Also, will be able to see the ranking distribution and the number of keywords ranking in terms of top 3, top 10, top 20, and top 100. Even Professionals and Customers can see how competitors are doing in terms of their visibility.
Position Tracking
3. SEO content template
It tells the Professionals and Customers so much about how the keywords need to be targeted. Enter the keyword that needs to be targeted and create the SEO template. In the SEO template the Professional and Customers will come up with the semantically related words that the user might need to include in its content, get a different domain from where the Professional and Customers can get the backlinks from, it gives the average readability score in terms of top 10 ranking domain for a particular keyword, and finally give the recommended text length were the Professional and Customers gets an idea of what the competition is doing by looking into the ranking of that keyword (Budacu and Pocatilu, 2018). It is very important to know the top 10 ranking position that means it has been rewarded by Google. By looking at what these websites are doing will help the Professionals and Customers create content for their website. The Professionals and Customers can check how the competitors are using the target keywords. One of the interesting things about this feature is the real-time content check (Barkane, 2019). In it, the Professionals and Customers can check how good their content is in terms of SEO, tone of voice, readability, and originality. The Professionals and Customers will be able to get tips on word count and recommendations of additional keywords that they can add to their content.
SEO Content Template
4. Keyword Gap:
This tool determines which keywords the competitors are ranking for the user aren’t. Here, the Professional and Customers will find the keywords overlap in terms of the keywords that the competitor rank for and the user don’t (Tav?an and Duran). the Professional and Customers will be able to see which keywords have been used by which competitor. All the keywords’ details will be shown and where the user exactly ranks in the list when compared to the competitors for different keywords which is important. It will have to competitive matrix which will help guide the competitive strategy (Münch, Trieflinger and Lang, 2019). In that way, professionals and Customers can figure out exactly what content it can make and then try with different keywords.
Keyword Gap
5. Site Audit Tool:
This tool is really good in terms of providing detailed information to the Professional and Customers or professional in terms of technical SEO and other elements that are made. There are 6 different tabs (Saltan and Seffah, 2018). The overview tab will give the Professional and Customers details of any errors warnings or notices that we have on the site. The Professionals and Customers will also be able to see how many pages need to be scroll. It has the report of the credibility, HTTPS for site performance tracking, and the top issues (Strutynska, 2019). The progress tab helps Professionals and Customers to understand how well their website is performing.
Side Audit
Comparison of the Competitive market
|
AlphaSense |
Arbit |
SEMrush |
ZoomInfo |
|
|
Ratings (reviews) |
4.9 out of 5 (90) |
4.9 out of 5 (22) |
4.5 out of 5 (1348) |
4.4 out of 5 (5255) |
|
Market Segment |
Enterprise |
Small-Business |
Small-Business |
Mid-Market |
|
Entry Level |
Seat-based |
NA |
$0 |
NA |
|
Categories |
Cloud Content Collaboration, Media Monitoring, Financial Research (Abel, 2012) |
Survey Competitive Intelligence |
Paid Search Intelligence, Digital Analytics, SMM, SMA, SMS, SEO, Search Advertising and more |
Lead Intelligence, Sales Intelligence, Salesforce AppExchange Apps, Lead Mining, Lead Capture, and more |
|
Pricing |
SMB-MM(Seat-based) Enterprise (Custom) Free Trial |
Free Trial ($0) Pro ($119.95/month) Guru ($229.95/month) Business ($449.95/month) Enterprise (Upon Request) |
Free Trial |
|
|
Data Collection for Marketing Intelligence Software
|
N.A 8.9 9.4 N. A 8.3 N. A |
9.1
N. A N. A N. A N. A N. A |
7.8 8.3 8.3 7.8 8.3 8.0 |
8.7 8.8 8.7 8.8 8.8 8.6 |
|
Competitive Intelligence for Marketing Software
|
N. A N. A N. A N. A |
N. A N. A N. A N. A |
8.9 8.3 8.7 8.2 |
8.4 8.6 8.5 8.6 |
|
Analysis for Marketing Intelligence
|
8.6 7.9 7.5 |
N. A N. A N. A |
8.5 8.7 8.6 |
8.5 8.7 8.8 |
Success Metrics
Business Results:
In order to scale out the marketing in the digital platform, the user needs to build the Data centers and analytical platform (Nguyen, 2020). Here the developer will be empowered with the services that have a self-service infrastructure.
The user will have VLANs within 5 mins with the use of automation (Lasamahu, 2019). The data center services have to be insourced to reduce the OpEx significantly. The greater the network, the more will be the service reliability.
The KPI of the system is the most important part to understand the strategy of the market. With the KIP it is not possible to track the progress of the campaigns effectively. It will ensure that the user efforts are going towards the right track (Ross and Lemkin, 2019). It is essential to keep the eye open to see the efforts that were made are paying off.
References
Abel, G., 2012. Compare AlphaSense, Arbit, Semrush, and ZoomInfo. [online] G2. Available at:
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Budacu, E.N. and Pocatilu, P., 2018. Real Time Agile Metrics for Measuring Team Performance. Informatica Economica, 22(4), pp.70-79.https://www.researchgate.net/profile/Eduard-Budacu/publication/331157722_Real_Time_Agile_Metrics_for_Measuring_Team_Perform
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%20Company%20product%20roadmap&f=false
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