What is Competitive Analysis? How to Perform It Effectively?
Every business house, whether large or small, needs to focus their energies and resources to understand their market competition so that they can come up with better products and services to appeal to the target customers.
An in-depth analysis and investigation of the competition is a crucial aspect of comprehensive market analysis, without which no business firm can expect to achieve market success. Such an analysis and research can provide with an in-depth look at the strengths and weaknesses of a market competitor. This can help the business firm to implement effective strategies for improving overall competitive advantage.
It is, therefore, necessary to come up with a step-by-step approach to the task of competitive analysis that can help in identifying the competition, weigh and determine their attributes, assess strengths and weaknesses as well as uncover their business strategies and objectives within the specific market segment.
- One of the first things that a company needs to do is identify some of the most important market competitors so that they can be properly studied. While most companies can identify certain specific companies as competition without batting an eyelid, there are also many other business firms that they might not have considered before as competitors within the local, national or international markets. A good way to find these competitors is to find them by carrying out a detailed search using Google. Alternately, online keyword searching tools like SEM Rush can also be used for finding out a comprehensive list of competitors.
- The next effective method to perform the competitive analysis is to study the kind of content that they have published all over the internet. For instance, the different types of content that can be published by a company include blog posts, eBooks, videos, podcasts, webinars, visual contents, slides, feature articles, case studies and press releases. You can study each type of content and determine their quality. You can also compare the quality of your own content with theirs and see if you need to do anything that you have not been doing so far. It also leaves you with a better perspective about your own online position.
- Once you have gone through their online content, the next important thing that you will have to look out for is the SEO structure that is followed by your competition companies. In many cases, the structure of a website and its SEO is one of the most crucial factors behind the success of a company. After all, most companies use SEO methods nowadays to get the attention of their target consumers. If your online website lags in this department, then you cannot expect to receive the same kind of reception from your target customers. Make sure that you have the best and genuine links as they can generate more traffic for you.
Evaluate the social media presence of your competition and see what their users have to say about the products and services that the companies have to offer. By looking at their social media profiles, you can have a fair idea of their strategy and know whether you will need to do things differently.