You should be thinking of AnswerThePublic as an on-going monitoring tool and something you check on a regular basis, not just something that you turn to occasionally. That’s because AnswerThePublic reflects what consumers are searching for in Google in real time.
In this four-part series, we look at different ways ongoing monitoring with AnswerThePublic can help you meet your own objectives.
- Monitoring the success of your campaigns
Let’s say that you work for Tesla and you’ve been involved in the Cybertruck launch. Elon Musk has revealed the truck at the launch event, along with videos of it out-racing a Porsche 911 and out-pulling Ford F-150 pick-up truck, the most popular pick up in America.
Pundits are saying that the real competition for the Cybertruck isn’t these vehicles, but other electric ones – like the Amazon backed Rivian, which launched a week later. But by producing and seeding out the Porsche and Ford videos, you’ve attempted to control the conversation and deflect away from your main competitor.
If the video tactic works, this is great news for Tesla. That’s because when Google sees lots of people suddenly searching around the Tesla and Ford match video, it starts auto-suggesting it when people type, ‘Cybertruck vs…’ in anticipation of more people looking to understand the breaking news. That means that more people will be directed to content that Tesla has produced to promote its new truck, rather than ending up on Rivian’s website.
A quick look at AnswerThePublic’s vs branch (located on the comparison wheel) Tesla’s success. The top three trending competitor searches are focused on Ford, with Rivian knocked into forth spot.
So, as part of Cybertruck’s marketing team, what can you do with the insight?
- You can use the report to evidence the success of the Ford video as a tactic for engineering your audience’s conversation and a proof point for doing something similar again.
- You can act on the insight from the report that you need to continue to take action to keep the pressure on Rivian. If you can can keep pushing it down Google’s autosuggest results, then you can reduce the number of people who go to its website through Google, and increase the number of people engaged with your content and messaging instead. To keep control of the conversation, a quick scan of the report might prompt you to create a new performance video featuring the Dodge Ram, or even work with your creative team to devise a way to have a virtual match with Halo’s Warthog.
We’ve zoomed in on a tactical example here, but the same principals can be applied across a campaign.
Next time, we’ll be looking at using AnswerthePublic for issues management.
In the meantime, if you want to learn more about the tool, then check out our free video How to use AnswerThePublic.com.