Each step is carefully considered and implemented to ensure a successful outcome.
Clever technology and beautiful design is only part of the story and doesn’t automatically equate to business success without clear research and direction. True value comes from building a strong foundation on which effective projects are built.
Our research allows us to ensure that the base of any project has a solid foundation of strategy, focus, keywords and direction. We do this by looking in detail at the following areas:
Whilst we may never know the exact business plan of a competitor or company in a particular industry, we can compile as much intelligence as possible through competitive marketing analysis. The most effective way of doing this is by profiling your perfect customer persona, then comparing this to your competitor’s user journey to build a SWOT analysis of what works and what doesn’t. Factors which should be included in competitor profiling include the following:
- Segments Served: How does their customer base compare to yours?
- Market Share: Are they capturing the majority of customers in your industry? Is their customer base growing?
- Advertising and Campaign Themes: What topics, trends, and concepts are they actively targeting in content marketing?
- Channels of Distribution: Do they have a blog? Are they on social media?
- Pricing, Discounts, and Annual Specials: Is this intelligence listed on their website?
Your website is the backbone of your online presence and critical to out-perform your competition. Our competitive marketing analysis of key websites look at the following factors:
- Number of Pages: Do your competitors offer a wide array of landing pages, detailed information on pricing, and an about-us page?
- Navigation: Is the website easy-to-use? Was your competition able to match the user-experience to your buyer persona’s level of savvy?
- Social Integration: Are social media follow buttons included on site pages? Are there opportunities to share content or landing pages?
- Load Times: Does the website load quickly in all browsers, and on mobile-enabled devices?
Relevant content is serious business. Whilst two competitors may sell a similar product or service, that doesn’t mean their targeting is the same. Detailed targeting aligns your brand’s ethos & USP with the right audience. We investigate who your competitors are trying to acquire, and pay especially close attention if it’s the same prospect you’re aiming for.
Using quantitative and qualitative competitive marketing analysis we can glean whether an active social campaign is being used by industry competitors and how this can be applied to your business to monitor, track, engage and communicate with a potentially new type of consumer. We look at the following areas:
- Platforms: Does your competition stick to Facebook and Twitter, or are they using all social media networks equally? Do they experience better engagement on any given platform?
- Timing and Frequency: How often does your competition post to their social profiles, and what times of day?
- Following: While total social followers offer little value on their own, monitoring the growth of your competitors’ social following can give insight into the efficacy of their strategy. On Facebook, pay attention to how many people are “talking about this.”
- Content: Is your competition heavily promoting their own content offers and articles, or giving an equal share to other content creators in the industry? Are they effectively targeting content to buyer personas, or sharing items which don’t seem to fit?
- Share of Voice: Are you dominating conversations about your product or services, or does your competitor tend to take control? A share of voice is best calculated manually, by automating “streams” of industry keywords in our software, and determining the percentage mentions of brands in your niche are scoring.
- Response Times: How effectively are the companies your examining responding to customer service complaints, questions, and compliments? Quick responses matter and a company that stops monitoring at 5 pm can find themselves in a vulnerable position.
Email marketing still has the highest ROI of any kind of marketing and most key competitors will be using email in some form to sell and improve customer retention. We investigate these emails and email systems to help identify your competitive advantage, then add them to your Digital Strategy. We look at:
- The frequency of Emails: Are they nurturing their leads on a monthly, or weekly basis? What times of day do they email?
- Content: Do the notes include an attractive promotional offer or special or are they simply using the platform to self-promote?
- Mobile-Optimisation: Do their emails display correctly on both your PC and tablet or smartphone?
- Sender Score: Are their emails landing in your inbox, or being caught by your spam filter?
Search Engine Optimisation is the easiest area of competitive marketing analysis because there is an abundance of data available to examine with our tools. We focus on any pitfuls of the website and compare how your site performs against the competition. We track over 20 well-known areas that search engines score you on, with a focus on three key tests:
- Keyword Ranking: How do your competitors rank for key terms in your industry?
- Site Traffic: How many website visits do your competitors receive each month?
- Website Authority: What is the website’s PageRank and Mozrank, as a limited measure of how established and trustworthy they are in the eyes of Google?