How Serpstat Helped Me Get My MBA Degree: Experience Of Vladislava Rykova, Head Of MAVR Marketing Agency

MAVR is an internet marketing agency that specializes in strategic planning for B2B and B2C companies, as well as conducting and improving the effectiveness of advertising campaigns on the internet. The main directions are SEO, PPC, SMM, email marketing.

Building long-term friendly and trusting relationships with clients, comfort, and mutual respect are in the company's first place. We are focused on getting high results by treating projects as if they were our own. The company's main task is that clients receive only positive emotions from cooperation with us, along with the quality of the work performed. Our motto is, "We don't sell marketing services, we build relationships."

In 2018, I started my MBA training from City Business School, where I had to write and defend my thesis to get a diploma. Essentially, the topic "Information strategies for promoting services on the internet using the example of the MAVR marketing agency" was relevant for me.

More and more companies appear in the marketing services market. This happens because this niche has a low entry threshold, and almost all information for training is available for free on the internet. By the way, Serpstat blog is a direct proof of this.

It is becoming more challenging to stand out against the background of competitors. The use of standard internet marketing tools (contextual, targeted advertising, SEO, SMM) doesn't bring the expected results concerning the cost of attracting 1 visitor to the site and the cost of 1 lead. Another feature is that the term for deciding on the B2B segment takes from 2 weeks to 6 months, depending on the decision-makers and the company's organization.

At the moment, there is a tendency for sales to move to "level 3.0", where:
1.0 - company - person sales;
2.0 - person - person;
3.0 - expert - person, that is, the expertise "sells".

Even global giants such as Google and Yandex understand this and implement the importance of assigning expertise to content to their search algorithms. For example, the Vega algorithm from Yandex and updatng Google ranking algorithm with the E-A-T factor. Therefore, it is crucial to develop an information strategy to promote services on the Internet in connection with the changing conditions.

In particular, the topic is relevant due to the importance of Internet marketing for business. This direction is the most important and vital for developing industries; we saw this perfectly during the quarantine because of COVID-19.
Another important point: internet marketing is not worth studying in a static form. This is a dynamic industry, so a fair picture can be obtained only when considering it as a systemic process.

Our tasks:

Research methods: deductive method, analytical approach, SWOT analysis.

First of all, to study the content strategy of direct competitors. We found them quickly, using the report Site analysis → Domain analysis → SEO analysis → Competitors.

To analyze direct competitors, we chose the following criteria:

We carried out a visual analysis as well as benchmarking research using Serpstat.