Hotmart Drives 80% Growth

Challenge: Gaps in competitive intelligence hindering strategic growth

Before using Semrush .Trends, Hotmart's digital strategy relied heavily on Google Trends. However, Google Trends was lacking in the competitive analysis capabilities Hotmart needed to make optimal content choices.

The technical SEO team needed a more holistic approach to understanding market behavior and adjusting strategies based on user demand.

In particular, the team wanted more clarity on:

• Real-time market trends
• High-value conversion opportunities
• Competitor strategies across multiple channels.

Solution: Leverage .Trends to close content gaps & drive growth

On the hunt for a tool with deeper market intelligence, Hotmart chose Semrush .Trends. Its real-time competitor analysis and user behavior metrics made it the clear choice.

"Semrush .Trends lets us monitor real-time search and consumption trends, which is essential for understanding market behavior and adjusting our strategies based on user demand," explains Jonathan Silvestre, Technical SEO Specialist at Hotmart.

Their strategy focused on four core areas to drive measurable results.

Step 1: Identify and close content gaps to boost organic traffic

Before turning to Semrush .Trends, Hotmart begins by identifying high-value content opportunities that could drive bottom-of-the-funnel conversions. Without clear visibility into competitor organic search strategies and keyword gaps, their ability to optimize content for commercial intent was limited.

They start with Semrush’s Organic Research and Keyword Gap tools (available in the Semrush core subscription) to identify bottom-of-the-funnel opportunities. By analyzing competitor keyword strategies, they uncover high-volume keyword gaps they can fill.

The Pages report inside the Organic Research tool helps them evaluate competitors’ content performance against traffic metrics and commercial search intent.

With Organic Search and Keyword Gap data, Hotmart is able to:

• Align content creation with high-demand, bottom-of-the-funnel opportunities.
• Improve search rankings for commercial intent keywords.
• Drive more targeted organic traffic to key pages.
• Strengthen their competitive position by outperforming rivals in content quality and relevance.

Step 2: Seize growth opportunities across key marketing channels

Turning to Semrush .Trends tools, Hotmart analyzes competitor performance data across traffic channels and social platforms to understand where to invest marketing resources.

The Domain vs. Market Dynamic section of the Market Explorer Overview report is helpful in allowing them to unpack their market’s broad traffic trends.

Comparing market leaders’ traffic strategies against the channel-specific traffic trend for the entire market shows which players are thriving in specific channels.

Taking the overall market trends, they look to Traffic Analytics to understand competitors’ specific strategies and results.

The Traffic Journey report is particularly valuable in uncovering:

• How users navigate to and from competitor websites.
• The effectiveness of specific channels in driving traffic and engagement.
• Shifts in traffic patterns that indicate changes in audience behavior or channel performance.

By combining high-level market trends with granular competitor data, Hotmart continually refines their strategies to align with proven traffic dynamics and capitalize on emerging opportunities.

With this data, Hotmart is able to:

• Optimize resource allocation by prioritizing high-performing channels and social platforms.
• Adapt their strategies to align with competitors' most successful traffic strategies in key channels.
• Respond quickly to market changes and emerging channel opportunities.

Step 3: Adjust campaign timing to maximize seasonal trends and regular market fluctuations

To capture peak user interest, Hotmart needs detailed timing insights and user behavior data to capitalize on both seasonal and market-driven opportunities.

The Trend by Competitor widget in the Traffic Analytics Overview report provides daily and weekly data granularity, enabling the team to track emerging seasonal trends and regular market fluctuations in real time.

By identifying these shifts as they happen, Hotmart can align their campaigns with actual user behavior rather than relying on static seasonal calendars.

With this data, Hotmart is able to:

• Launch targeted content and campaigns precisely when user interest peaks.
• Outperform competitors by syncing promotions with real-time market demand.
• Maximize seasonal opportunities to drive higher engagement and conversions.

Step 4: Continuously monitor competitors and optimize performance

To stay ahead in a constantly changing market, Hotmart needs a way to track competitor activity and quickly adjust strategies.

EyeOn serves as a crucial tool for ongoing competitive monitoring, providing continuous insights into paid ad performance, social media engagement, and emerging trends.

With automated alerts, Hotmart receives a steady stream of actionable data, including:

• Paid ad performance and changes in competitor campaigns.
• Social posts that generate the highest engagement from competitor audiences.
• Emerging trends and opportunities across social and paid channels.

With EyeOn, Hotmart can:

• Instantly detect shifts in competitor strategies, such as new ad launches or messaging changes.
• React quickly to capitalize on emerging trends and opportunities.
• Continuously refine their campaigns to maintain strong performance in a fast-moving market.

Results: Massive growth through data-backed optimization

With insights from Semrush .Trends, Hotmart has implemented targeted strategies to close competitor content gaps, optimize bottom-of-the-funnel pages, and expand their multi-channel approach.

By aligning their efforts with up-to-date data and competitor performance metrics, they have achieved measurable and impactful growth across key areas.

Key Results:

• 10x increase in new creator engagement
• 80% growth in bottom-of-funnel conversions
• 500K+ monthly new user sessions

By leveraging Semrush .Trends' powerful data, Hotmart successfully optimizes their content, refines their strategies, and drives consistent growth in organic traffic and engagement.