Using Market Intelligence

Do you know the BEST keyword research tool for SEO? Hint: It’s NOT Ahrefs, SEMrush, or Ubersuggest. In my opinion, the best keyword research tool is.. Google Search Console. Not the answer you were expecting? Allow me to explain. Unlike most other keyword research tools (like Ahrefs), which model data statistically, the data you see in GSC are actuals, especially volume (impressions). And since the data you see on Ahrefs is statistically modelled, you will notice significant discrepancies when you check the search volume data on Ahrefs and compare it with impressions. In addition, when you click on "Search results" and under queries, you can find a ton of keyword ideas (and variations) that your favourite keyword research tool would have easily skipped. Not only this, the data you see here represents how Google perceives and understands your content and, therefore, triggers your page for certain queries. This means you get keyword ideas AND feedback from Google for the content you have created! Look, I am not trying to diss keyword research tools (Ahrefs is my favourite), but as I said, the data you see are just predictions. And predictions, by nature, can go wrong more often than not. Tools like Ahrefs or SEMrush can undoubtedly act as a compass and show you the right direction. But you would be missing the forest for the trees if you ignore GSC data. In fact, in some cases, a great approach would be to publish first and optimise later. I generally take a handful of keywords from Ahrefs and write content around them. After that, I let it marinate on the SERPs for a while to get enough data from GSC. I then feed it back into my content, making it richer and more optimised. What do you think of this approach? And let me know YOUR favourite keyword research tool.

We now have satellites capable of detecting crop stress before it’s visible to the eye, mapping floods in near-real-time, tracking methane leaks directly at the source, and modeling urban growth down to individual buildings. These streams of hyperspectral, radar, thermal, and greenhouse gas data are the foundation for smart applications in agriculture, climate resilience, disaster response, and urban planning. But there is a challenge: access. Emerging markets and countries with limited financial resources need these insights the most—whether to strengthen food security, respond to floods, or plan sustainable growth. Yet they often have the least access to the tools. It is in our collective benefit to change this. Making EO data broadly available—through partnerships, open-data initiatives, and special pricing models that make services affordable—is not charity. It’s a way to deliver global value, because resilience, food stability, and climate action in one region protect and benefit all of us. The next step is not just innovating in satellites and sensors, but innovating in how we make them accessible. Emerging economies should not be on the sidelines of this revolution—they should be at the center of it. If we succeed, we all win: safer cities, stronger agriculture, better climate stewardship. How can we, as an industry, design models that make this wealth of data truly accessible to those who need it most?

Africa and other emerging markets present significant opportunities for climate tech solutions, particularly in off-grid energy, sustainable agriculture, and water management. For decades, discussions about climate change have centered on challenges, but today, the focus is shifting toward solutions. In Africa, where over 600 million people lack access to electricity, off-grid energy innovations such as solar mini-grids and battery storage solutions are transforming rural communities. Companies are already deploying affordable, pay-as-you-go solar home systems, allowing families and businesses to generate power without relying on expensive and unreliable national grids. ➜ Sustainable agriculture is another key frontier for climate tech. With over 70% of Africans relying on agriculture for their livelihoods, the need for climate-resilient farming techniques has never been greater. Technologies like precision agriculture, drought-resistant seeds, and AI-driven weather forecasting are helping farmers adapt to changing climatic conditions while improving productivity. By digitizing supply chains and providing real-time market access through mobile platforms, smallholder farmers can reduce post-harvest losses and increase their profits. ➜ Water management is equally critical for climate resilience. Many African regions experience severe droughts and water scarcity, making efficient water use a necessity. Climate tech startups are developing smart irrigation systems, atmospheric water harvesting, and wastewater recycling solutions that maximize water efficiency. AI-powered sensors and data analytics are also being used to monitor groundwater levels and predict shortages before they become crises. The beauty of climate tech in emerging markets is that these solutions are not just mitigating climate change but also creating economic opportunities. The climate tech industry is projected to be worth over $1.5 trillion by 2030, and Africa is uniquely positioned to be at the center of this transformation. Governments, investors, and entrepreneurs must work together to scale these innovations and make them accessible to the communities that need them the most. ➜ The time to invest in climate tech for Africa and emerging markets is now. As global capital shifts toward green investments, Africa has the opportunity to leapfrog traditional, carbon-intensive models and embrace sustainable solutions. The question is no longer whether these technologies will take off, but how quickly they can scale to benefit millions. Let’s build a future where climate resilience and economic growth go hand in hand. The opportunities are limitless—who is ready to invest in Africa’s green revolution?

In the world of SEO, search tools like SEMRush and Ahrefs have become extremely popular. Virtually every prospect New Media Advisors talks to is using at least one if not both. They give users valuable information including estimates of traffic by keyword and difficulty ranking for keywords. But companies need to understand what goes into those estimates before treating them as gospel. Let's dive in. 𝗦𝗲𝗮𝗿𝗰𝗵 𝗩𝗼𝗹𝘂𝗺𝗲: Long, long ago Google actually provided accurate volumes. Now it clusters and buckets data, making exact volumes harder to pinpoint. 𝗞𝗲𝘆𝘄𝗼𝗿𝗱 𝗗𝗶𝗳𝗳𝗶𝗰𝘂𝗹𝘁𝘆: Gives an idea of how hard it might be to rank based on factors like page quality, backlinks, intent, and total ranking pages. It's an estimate, not precise. 𝗘𝘀𝘁𝗶𝗺𝗮𝘁𝗶𝗻𝗴 𝗧𝗿𝗮𝗳𝗳𝗶𝗰: Tools identify keyword rankings for a page and note last ranking positions. They then estimate a CTR based on position. The estimated CTR is multiplied by estimated search volume to get estimated traffic. For example, a keyword with 1,700 monthly volume at #4 with a 13% estimated CTR would estimate 221 monthly traffic. This is repeated for all keywords. This can have pitfalls as metrics may be off based on the fact that the source data is but a fraction of real internet traffic. That said, these tools still offer valuable insights: 𝗦𝗽𝗼𝘁 𝗧𝗿𝗲𝗻𝗱𝘀: Discrepancies between estimates and actual data might indicate upcoming trends or changes that are happening. 𝗘𝘃𝗮𝗹𝘂𝗮𝘁𝗲 𝗖𝗧𝗥: High estimates but low actual traffic could mean you need to look at how you appear in Search and potentially make some tweaks to descriptions or headlines.are 𝗔𝘀𝘀𝗲𝘀𝘀 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲: Irrelevant rankings might attract unqualified traffic, requiring content evaluation. Key takeaway - know that the data in your tools has limitations but can provide strategic insights. Use it as a compass, but cross-reference actual data for the full picture. It offers a temperature check, not precise measurement.

You're probably too invested in Semrush and Ahrefs data. You see high search volume and think: "Wow, imagine how much money I'll print if I rank #1." You fail to consider that it will take you 9+ months to rank #1 for it. So you spend months building content and links. Cool, so did your competition - you're still years behind them. You see low keyword difficulty and think: "Wow, I can rank #1 by next month." You fail to consider that the difficulty rating isn't right, so you waste the next 30 days pursuing that keyword relentlessly with links & content. 30 days later, you check the SERP. Bad news, the top 3 results have an average DR of 80+, despite Semrush & Ahrefs both telling you it was an easy keyword. 30 days down the drain. You're hung up on the fact that you only rank #5 for a certain keyword. You fail to consider that the ranking you see on Semrush/Ahrefs is the ranking from a single moment in time. You look at the average ranking in Google Search Console over the last 7 days (compared to the previous 7 days), and you notice that your average rank is higher than last week. That's a win, despite what Semrush or Ahrefs says. You can't believe that you only rank #8 for another keyword. You fail to consider any other version of that keyword, thinking that's the ONLY keyword you can possibly make money on with that page. You open that page in Search Console, only to find out that the top performing keyword is driving 1000+ impressions in the last month alone. The only problem is that you never found that keyword research during your research on Semrush or Ahrefs. Both tools showed 0 search volume. So all this time, while you've been frustrated that you can't rank higher, you've actually optimized for the wrong keyword. "How could this be?" You've failed to consider any other possibility than the first thing you found. This anchoring bias is single handedly holding you back from 10-20% (conservatively) organic growth. Look at your data, not another tool's interpretation of your data.

The Climate Reality That's Reshaping African Market Strategy This fascinating climate data reveals something European companies often miss: Africa isn't one market, it's dozens of distinct climate zones, each creating unique business opportunities and challenges. What This Means for Your African Expansion: 🌍 Population Density = Market Opportunity The most populous climates (tropical savannah, hot summer) house 28k+ and 21k+ people respectively. These aren't just numbers, they're your target customer concentrations requiring different product adaptations. 🌡️ Climate-Driven Product Demand: -Tropical regions (Aw, Am): High demand for cooling systems, moisture-resistant packaging, preservation technology -Arid zones (BWh, BSh): Water management solutions, solar energy systems, drought-resistant agriculture tech -Temperate areas: Different seasonal patterns affecting supply chains and inventory management 💡 Strategic Insights from 100+ African Projects: Product Adaptation Examples: Solar equipment performs differently in Sahara (BWh) vs. Congo Basin (Af) Food processing machinery needs vary dramatically between humid coastal and dry inland regions Construction materials must account for monsoons, dust storms, or extreme heat Supply Chain Reality: -Rainy seasons in tropical climates affect logistics timing -Temperature extremes impact product storage and transportation -Humidity levels determine packaging and preservation requirements Market Entry Timing: -Agricultural equipment sales peak differently across climate zones -Construction projects pause during specific weather patterns -Consumer behavior shifts with seasonal climate variations The MrExportToAfrica Advantage: We map your products not just to countries, but to climate realities. A cooling system that works in Lagos's tropical climate might fail in Khartoum's desert conditions, even though both are "African markets." Your Climate-Smart Action Plan: Identify which climate zones align with your product capabilities Adapt specifications for dominant regional climate patterns Time market entry around favorable seasonal conditions Plan logistics around climate-driven infrastructure limitations Success isn't about entering "Africa", it's about succeeding in specific climate zones where your solutions create maximum value. Which climate zones align best with your product capabilities? Let's map your optimal African expansion strategy. #AfricaBusiness #ClimateStrategy #MrExportToAfrica #MarketEntry #ProductAdaptation #AfricanMarkets

Most cold email campaigns fail. Not because of the email itself or because it doesn’t work. But because you're aiming at the wrong people! And for it to work, getting your cold email targeting right is key. Here’s how to make sure you’re reaching ⤵️ The right people, at the right time, with a message that actually lands leads: STEP 1: Define your ideal customer profile (ICP) Start by nailing down who you actually want to reach. Go beyond basic demographics. Think about industry, company size, pain points, and even buying behavior. The better you understand your ICP, the more relevant your messaging will be. - - - - - - STEP 2: Segment your audience Break down your target audience into smaller segments based on criteria like: - Role - Industry - Company size - Or problem area This way, you can customise your message to each segment. Showing you “get” their world. - - - - - - STEP 3: Find decision-makers Research the people who actually have a say in buying decisions or heavily influence them. Tools like LinkedIn Sales Navigator are great for finding these folks. Aim to connect with those who will see value in your solution. - - - - - - STEP 4: Personalise at scale For each segment, craft a template that feels personal. Use dynamic fields (like name, company, pain point) but add extra personalisation wherever possible. Mentioning something specific about the company’s recent news, projects, or challenges adds a human touch. - - - - - - STEP 5: Test, measure, and refine Track open rates, responses, and conversion rates. Test different subject lines, email formats, and call-to-action placements to see what sticks. The more you analyse, the more targeted (and effective) your emails will become. With these steps, you’ll be reaching a more focused and receptive audience, leading to better results in less time.

Years doing cold outreach taught me this: Bad segmentation will break your campaigns Look, I get it—spray and pray is easy. It’s low maintenance, and sometimes it even works. But here’s the problem ❌ Low reply rates ❌ Risk of burning your dream clients ❌ Wasted email volume on unqualified prospects The result? Fewer meetings booked per week. Here’s what to do instead: 𝟭. 𝗕𝘂𝗶𝗹𝗱 𝗮 𝗵𝗶𝗴𝗵-𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁 𝗹𝗶𝘀𝘁 Scrape your Total Addressable Market (TAM) using Apollo.io (or similar). Then, upload the data into Clay for deeper segmentation. 𝟮. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝗯𝘆 𝗳𝗶𝗿𝗺𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰𝘀 Break your list down by: ✅ Industry ✅ Seniority ✅ Revenue* ✅ Company size ✅ Role/Department To get precise revenue data, use waterfall enrichment: 🔹 Clearbit 🔹 HG Insights 🔹 RocketReach 🔹 People Data Labs 🔹 Owler - A Meltwater Offering This helps you focus on high-probability prospects who are more likely to convert. 𝟯. 𝗚𝗼 𝗱𝗲𝗲𝗽𝗲𝗿 𝘄𝗶𝘁𝗵 𝗮𝗱𝘃𝗮𝗻𝗰𝗲𝗱 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 Leverage Claygent to segment based on unique attributes: 🔍 Does the company offer Buy Now, Pay Later? 🔍 Are they SOC II, GDPR, or ISO 9001 compliant? 🔍 Do they have a podcast? Use yes/no questions or multiple-choice (max 3 options) to improve accuracy. The goal? Gather enough intelligence to anticipate their pain points, and solutions before even reaching out. 𝟰. 𝗨𝘀𝗲 𝗰𝗮𝘀𝗲 𝘀𝘁𝘂𝗱𝘆-𝗯𝗮𝘀𝗲𝗱 𝘀𝗲𝗴𝗺𝗲𝗻𝘁𝗮𝘁𝗶𝗼𝗻 Ocean.io helps you find hundreds of companies similar to your highest-paying clients, while a simpler (but still effective) approach is to segment by industry and refine it over time. 𝟱. 𝗦𝗲𝗴𝗺𝗲𝗻𝘁 𝗯𝘆 𝘃𝗲𝗻𝗱𝗼𝗿𝘀 & 𝘁𝗲𝗰𝗵 𝘀𝘁𝗮𝗰𝗸 Another powerful way to qualify leads is by the vendors they use: ⚡ BuiltWith – See what technologies are installed on a website. ⚡ ScrapeLi – Check if they follow a certain company on LinkedIn. ⚡ PredictLeads – Scrape employee certifications & job postings to understand what software they’re using. At the end of the day, better segmentation = better results. 𝗤𝘂𝗶𝗰𝗸 𝗿𝗲𝗰𝗮𝗽: Scrape a lead list Segment by firmographics Use Claygent for advanced segmentation Use case study-based segmentation Use vendor-based segmentation P.S. Are you implementing these methods?

Continuing the series on Cold Emails: Post 5 : These 5 Tools Will Transform Your Outreach (3 min Read) Cold emailing can feel like searching for a needle in a haystack. But with the right tools, you can save time, boost efficiency, and get real results. The Secret Sauce? These 5 Tools for Cold Emails : -Hunter.io: Simplify lead generation by finding verified email addresses in seconds. Action Step: Search for your target audience's domain and extract accurate email addresses. -Mailshake: Automate your email campaigns and follow-ups to stay consistent without manual effort. Action Step: Create a sequence of follow-up emails to stay on your prospects' radar. -lemlist: Add a human touch to your outreach with personalized emails at scale. Action Step: Use dynamic fields (e.g., names, company names, or pain points) to make emails feel tailored to each recipient. -Grammarly: Ensure your emails are professional, polished, and error-free. Action Step: Review every email with Grammarly to maintain clarity and credibility. -googleanalytics: Track email click-through rates and website visits to measure what works. Action Step: Integrate UTM parameters into your email links to track performance. How to Use These Tools Together: -Start by using Hunter.io to gather targeted leads. -Automate your campaigns with Mailshake to stay efficient. -Personalize your emails at scale with Lemlist for better responses. -Polish and proofread with Grammarly for clear communication. -Finally, measure results using Google Analytics to refine your strategy. Pro Tip: -Experiment with different workflows and combinations of tools to find the strategy that drives the most replies for your business. What tools do you use to simplify your cold emailing process? Let’s help each other out—drop your recommendations in the comments!