Today, we are going to talk about how Nike does marketing, but before we do,
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So.
Let us begin.
So the way this works is we score a Nike on a scale of one through 20 on five
different categories.
So SEO, content, general CRO, and paid ads.
So we're really looking at how they handle digital marketing in general.
So we're looking at my screen right now and we can see, Oh look, there's these
nice new pink shoes from Nike.
Does Nike need to have a really clear headline, clear call to action?
Well, the thing for Nike is that their brand is very well known.
Right?
So I'm going to come back to this in a second.
I'm kind of coming back to the general kind of content, but I want to start
with SEO.
So I just want to show you the website real quick.
Um, this is the homepage, really well designed, and we're going to open up our
tool over here, H refs.
So with HRS, HRS is our SEO tool of choice.
And you can see the number of organic keywords that they rate for is 3.8
million.
So 3.8 million keywords, and they have about 129,000 referring domains and
domain rating is scored on a scale of one on one to a hundred they're at 90 so
it's very, very, very strong.
And their traffic value is seven point $6 million, meaning that if they paid
Google for that traffic each month, if they're buying ads, they would be paying
seven point $6 million.
On that traffic.
All right?
If we want to look at the types of keywords that they rake for, you're
going to bet that a lot of them are branded because Nike's a very well known
brand, right?
So you can see, yeah, their top keywords are Nike, Nike, Nike, Nike, air force
one, Jordan.
These are all brands.
At the end of the day.
So what I want to see is if the ranking for so many keywords, what types of
organic keywords are they ranking for that do not include Nike and those weeds
that can't see the screen right now?
I'm basically looking at keywords that they're ranking for that don't do that.
Include the brand Nike.
Uh, so look, they ranked for
sneakers, vapor max, um, air max, Kyrie.
These are all brands.
Custom shoes.
They actually ranked number one for.
But if you're Nike.
You don't really care about Reiki for all these different individual keywords
because your domain rating is so strong.
Whatever content that you publish, you're going to tend to rank for.
If you publish a product page for a new shoe, you're going to rank for it
because your domain rating is so strong.
Um, so from an SEO perspective, because they have so many links coming in
because their brand is so strong.
They are.
I'm going to give them an 18 out of 20 so the next thing is we are going to
take a look at their content for Nike.
We don't look at this from a traditional content marketing lens where it's like,
Oh, you should publish a bunch of blog posts and you should really educate the
market.
People know what shoes are.
People know what Nike is.
So for them, again, like if you look at the very top left quarter, they have
Nike plus, they have Jordan, that's their Brad.
They have Hurley, they have converse, their play, if you are them, it's just
you're, you're buying a lot of advertising around brands.
And then what you're going to do also is you're going to acquire other shoe
companies or up and coming shoe companies.
That make sense?
That's kind of their play when it comes to content, right?
It's really centered around brands.
And if we come down here, I'm taking a look at, I want to see in the, in their
foot or like they have icons, right?
So vapor max, Jordan, like those are icons.
Um, and then they have, you know, regular running shoes, basketball shoes,
custom shoes.
I'm just looking at the very bottom over here, but I'm seeing what they're doing
from a content perspective.
So, you know, are they blogging.
Again for them, like it has to make sense.
We can't just say everyone should have a blog, right?
For them, it's like, let's have a bunch of product pages.
People know who we are, and let's create lifestyle content, right?
Let's have a YouTube channel.
Let's have an Instagram, let's have a Facebook.
You know, let's see how things go from there.
So if you look at their Instagram, 94 million followers, it just makes sense.
They want to be top of mind for people.
So Instagram is great.
Okay?
And if we look at their YouTube, we see for Nike, they have 1.1 6 million
subscribers on YouTube.
And it's not like tutorial videos.
Again, it's very lifestyle.
You see a guy over here working on a wheelchair and you know they're
celebrities in here.
There's a Nike two K Gaber or NBA two K like a collaboration.
So it's collaborations.
It's very influencer stuff.
It's very social media date.
They just want to stay kind of top of mind for people.
Oh look, look at this collaboration over here.
You have LeBron and a from the soccer player from France.
So they're doing a collaboration over here.
Like that's really cool.
Right?
So.
From a content perspective.
Look, even though they don't have a blog, right?
They do really well because they get so many links already.
Whatever product page they publish will do well.
So they're covered on that side.
They do.
They crush it on the social media side.
So from a content perspective, I'm going to give him a 19 out of 20 on that one.
Okay.
So if we come back here.
And we look at a general marketing, we look at their site and it's very clean,
clean, easy for conversions.
I mean, I'm just gonna try to click through to this product page over here
and, um, and look at this.
So let's see.
Okay, let's click through to this product page.
So far it seems to make sense.
So now we're on the shoe page where on the shoe page right here, the images are
done really well.
Again, to design's really good too.
They have reviews, so if you want to write reviews for that page, you can go
ahead and do it.
So it's good for SEO purposes.
And.
What else is going on over here?
Do they have a email collection if they don't have email collection?
Well, I think a pop up would be nice.
Here's the thing, they have a signup for email in the bottom left corner.
Nobody's going to see that.
So it's up to them like how important are emails?
Debatable, right?
If you're really, you're a global brand like Nike, maybe you make the argument
that you don't want to just make them a lot more money.
Maybe the user experience is more important than collecting emails.
Like I would totally understand that.
Right?
But if they want to add it, they certainly can.
Um, from a general marketing perspective, I think they do great
because they care so much about their brand.
Right?
I think those companies that care more about their brand tend to do better
because they're more longer term focus because you invest that money because
design, because brand, you aren't able to see the ROI immediately.
But it does kind of translate longterm, right?
From a general market perspective, it's not like anything that like sticks out
to me.
That's world class.
I mean it's, it's pretty solid across the board, so I'm going to give him a
1,720 on general marketing from a conversion rate optimization, a stamp
flight.
If they can contrast the color of this add to cart button, maybe they get a
lift in conversions, but again, maybe that's not what matters to them.
Right.
What I would also say too, is behaviorally.
If I'm about to bounce, maybe there's an exit popup.
If I'm about to balance, maybe there's a chat, a little chat that pops up, right?
So you have so much data on your website because you're Nike.
So much data where you can see if people are kind of scrolling a certain way,
maybe they're about to abandon, right?
So maybe you can catch that behavior and, and jump on it quickly.
Cause that's where things are going.
This is how you weaponize the data that you have on your website, on the CRO
side of things.
Um, they're doing a lot of things.
They, their team probably knows that.
They sh they are doing things that our team knows that they probably should be
doing or, um, could be doing.
I'll put it that way.
They could be doing, but they're not doing it right.
So.
CRO.
I'm going to give him a 16 out of 20 on that one.
Alright, so the last thing we're going to take a look at here is there paid ads
and for HRS, the cool thing is I can actually see for Nike what keywords
they're spending money on.
From a PPC standpoint, PPC is pay per click.
They're spending money on about 34,000 keywords in America.
So they're spending money on Nike, Nike outlet, Nike, Jordan.
They're just trying to off the pot, optimize the, uh, the brand, um, the,
the real estate.
So, you know, if you are bidding on your own brand, you have not one result, but
you have two results.
Sometimes you can have more than that.
So the, the cool thing about the paid result is that you can actually control
what actually comes out there, right?
So you have Nike women's shoes, it's all Brad in here, right?
And they're probably, they're defending their brand, which means the cost will
not go up.
I've seen people in the past where they, because they don't defend their brand,
what happens is the cost starts to rise.
And because people are bidding under Brad, they can't take it over anymore.
It's too expensive to bid on their own brands.
So if you're Nike, you want to stay top of mind and getting some branding play
at the end of the day.
And if I look at ad beat over here, I look at this, they have spent about 14
point $5 million in the last 180 days.
Again, I wouldn't pay too much attention to that.
I paid attention to trends war in September.
You can see that they ramped up their spend quite a bit and it's been pretty
consistent.
They spend a lot on Google.
They spend a lot of YouTube direct buys over here.
Um, and you can see the types of videos that they're running there.
There's a lot of, they do a lot of video.
It makes sense.
Um, I mean, I have a lot of display campaigns as well.
All right.
So if we take a look at their top ads over here, you can see a lot of it is,
um, this is.
You know, the, the top left.
These are all PAC 12 schools, right?
So they know how to get into the minds of their buyers.
So if you're like, if you went to USC, you went to Oregon as a college, you're
like, yeah, pack 12 cool.
I want to rent my school.
Or Ray Allen.
You know, people that follow basketball and then they're just kinda hitting
across different sports interests, different sports categories.
But I think that's great.
You have to know who your customers are.
Oh, there's a lot of Jordans over here.
They're plastered well across the paid ads ecosystem, so I am going to give
them a 19 out of 20 from a paid ads standpoint.
All right, so the total is 89 out of a hundred so 89 out of a hundred for Nike.
They're pretty solid across the board.
I mean, pretty solid is really good.
I mean, they're really good at branding and know what they're doing.
They are a global brand.
That's all I got to say about that.
And let me know if you agree with me, disagree with me.
If, if you think we should analyze another brand, uh, in the comments
below, um, and if you're on YouTube, don't forget to check out the next video
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See you tomorrow.