Before we dive into the riveting world of competitor analysis, I have a confession to make: I used to find it about as exciting as watching paint dry. I pictured a boring process of sitting in a dark room spying on other companies like a corporate creepster. But I’ve since seen the light on why competitor research is critical for any successful business.
Here’s the thing – you’re likely not the only one out there offering your particular product or service. Unless you’ve invented teleportation or a robot butler (in which case, call me!), you have competition. And I don’t have to tell you that competition is fierce out there. Just look at how many mattress companies advertise these days – it’s like the Hunger Games of bedding.
To win in your industry, you need to know who you’re up against. Competitor analysis allows you to scope out the competition landscape so you can learn from companies doing things well and find holes where competitors are falling short. Think of it like opposition research in politics. By understanding the enemy, you can better position yourself for success.
In this post, we’ll cover everything you need to know to perform a complete competitive analysis, from identifying your competitors to benchmarking their strategies. You’ll learn some handy spy techniques tips without resorting to fake mustaches or undercover missions. Well, most likely. I make no promises once you get a taste of the thrill from uncovering a competitor’s latest marketing campaign. Just don’t get caught!
Let’s get started on the riveting journey of competitor analysis, shall we? I promise it won’t be as mind-numbingly dull as you might expect.
Section 1: Identifying Your Competitors
Now that you’re pumped up to do some competitive intel gathering, it’s time to figure out who exactly you’ll be investigating. Identifying your true competitors is crucial for an effective analysis.
You may think you know who your competitors are already, but it helps to approach this systematically. There are likely some competitors or competitive threats you haven’t fully considered yet.
Let’s break down the different types of competitors so you know where to focus your snooping efforts.
These are the brands going head-to-head with you for customers. Direct competitors offer nearly identical products and services and target the same or very similar audience.
Some examples of classic direct competitor pairings:
- Coke vs Pepsi
- Nike vs Adidas
- Apple iPhone vs Samsung Galaxy
- McDonald’s vs Burger King
Your goal with direct competitors is to closely analyze their marketing, positioning, product offerings, and more to see where you can differentiate. You want to answer questions like:
- What are they doing well that we could emulate?
- What weaknesses or gaps can we improve on compared to them?
- How can we position ourselves as better serving the target audience?
While indirect competitors may not be an obvious threat on the surface, they provide an alternative solution that appeals to the same basic customer need or problem.
- Car manufacturers vs public transportation
- Hotels vs home rental services like Airbnb
- Toy companies vs video games
The key with indirect competitors is tracking how they may encroach on your turf. If you sell products for young kids, but notice video games gaining traction with that demographic, you may have some indirect competition to consider.
Look at how aligned indirect competitors’ target audiences are with yours. If there’s significant overlap, you can glean useful intel from analyzing their strategies.
These companies offer completely different products that have potential to replace yours as a solution. Think videogame consoles vs streaming entertainment services. While very different categories, Netflix and PlayStation compete for consumers’ entertainment time and money.
As new technologies emerge, keep an eye out for substitutions that could disrupt your industry. Track trends and look for shifts in consumer sentiment that open doors for substitutes.
Competitors to Focus On
When actually performing your competitive analysis, direct and indirect competitors will provide the most relevant insights for your business. Don’t go down an overwhelming rabbit hole including every potential company imaginable.
Start by making a list of your top 10-15 competitors to analyze, covering both the direct and indirect spaces. This gives you a focused, manageable list to dig into more deeply.
Ways to Identify Your Key Competitors
Alright, let’s get to the fun part: uncovering who your top competitors actually are! Here are some tips for narrowing down the list:
- Search industry publications and reports for key players. Don’t just look at big incumbent brands either. Make sure to include rising startups and disrupters.
- Ask your customers what other options they considered besides you. Listen for common company names.
- Monitor social media conversations in your industry for companies your audience engages with.
- Use keyword research to find sites ranking for terms you target. SEMrush, Ahrefs, and Moz all have great keyword research tools.
- Ask your sales team who they most commonly compete against on deals. They’ll have insider intel on competitor names.
Pro Tip: Don’t make assumptions about competitors based on product similarities. Research which companies your actual prospective customers are considering. They may mention brands you didn’t expect.
Now Get Sleuthing!
You’ve got your target list of competitors locked and loaded. Time to put your detective hat on and start uncovering intel. Just don’t take it too far and show up staking out their office in a fake mustache and sunglasses. Save that for a last resort.
In the next section, we’ll explore helpful techniques for researching competitors’ products, pricing, and more. The insights you uncover will help you make smart, data-backed decisions in your own marketing and product strategy. Who doesn’t love having the inside scoop? Game on competitors – may the best brand win!
Section 2: Researching Competitors’ Products and Offerings
Now that you’ve identified your key competitors, it’s time to dig into what they’re offering customers. Analyzing competitors’ products and services gives you crucial intel to inform your own marketing.
Start by looking at your competitors’ most popular or best-selling products. Then assess their features, target audiences, and how they compare to your own offerings.
Studying Your Competitors’ Products
Hop online and spend some time browsing your competitors’ websites. Get familiar with their product lineup and portfolio.
As you click around, take note of:
- Which products get top billing on their site? These are likely their stars.
- Do they showcase certain products more prominently? Flag these as hot sellers.
- Look for sections like “Best Sellers” or “Most Popular” for clues.
- Check their ecommerce filtering and sorting. Sort by popularity and see what tops the list.
Make a list of your competitors’ star players so you can do a deep dive on those specific items.
Analyzing Key Products and Features
Now that you’ve identified your competitors’ top products, take a closer look at what makes them special. Why do customers choose them over alternatives?
Start by looking at:
- Key features and functionality of the product
- What problem or need does the product address?
- Does it have unique technology or IP?
- Does it integrate with other products or ecosystem?
- Who is the target buyer for this product?
Essentially you’re looking to understand why these products resonate. Use what you learn as inspiration for your own product development pipeline.
Pricing and Discounts
An important part of positioning is getting your pricing right compared to competitors. Take a look at how your competitors price products, particularly their popular sellers you identified earlier.
Things to assess:
- How does pricing compare vs. products with similar functionality or benefits? Are they on par, higher, or lower?
- Do they regularly run sales or discounts? Search for any current promos.
- Is pricing consistent across channels? Or different for retail, web, etc?
- Does pricing align with brand positioning?
Knowing competitors’ pricing helps inform your strategy. You may find opportunities to undercut competitors if you have lower overhead. Or positioning as premium opens doors for higher pricing.
Each brand should have a unique value proposition and positioning compared to competitors. Try to identify what distinguishes your top competitors.
- Messaging that indicates brand values, personality, tone
- Emotional or functional benefits they tout
- Areas of expertise they promote
Ask yourself what makes each competitor unique in the marketplace. Use this to inspire differentiation in your own brand identity and messaging.
Learning from Competitors’ Products
Researching competitors’ product offerings equips you with valuable intel. You uncover why certain items outperform others so you can emulate strengths. And find weak spots present opportunities to better serve customers where competitors fall short.
It’s competitive intelligence at its finest! Now go forth and sleuth, my friends.
Section 3: Evaluating Sales and Marketing Strategies
Alright, time to roll up those detective sleeves once more, friends. Now we’ll dive into unraveling competitors’ sales and marketing strategies.
This is where things get really interesting in our ongoing mission of competitive intel reconnaissance. By analyzing how competitors sell and market their products, you unlock a goldmine of insights.
- What sales tactics and marketing activities are winning in your industry
- Where competitors are investing time, money and resources
- Potential weaknesses or bottlenecks you can improve upon
- How competitors structure their customer journey
- Quantifiable performance benchmarks to inform your strategy
Let’s explore the key areas to focus your surveillance efforts. This comprehensive guide will take you from evaluating sales operations to dissecting marketing campaigns to assessing web traffic sources.
Grab your metaphorical magnifying glass. It’s time to sleuth!
Profiling Sales Process and Channels
First, you need to profile how competitors structure their sales process and channels. This reveals how they acquire customers and close deals.
Some key questions to investigate:
- What is their sales model? Direct sales, retail, ecommerce, or a blend of approaches?
- What sales channels and distribution networks do they rely on? Physical storefronts, online presence, catalogs, etc.
- Do they sell directly to consumers/businesses? Or do they work through distributors, wholesalers, or other middlemen?
- How large is their salesforce? Is it expanding or shrinking over time?
- Do they leverage affiliate marketing or referral programs to incentive sales?
- Are they expanding into new international markets and geographies?
These insights shed light on how competitors move product and acquire new business. Look for potential friction points or bottlenecks.
Maybe they still depend heavily on inefficient brick-and-mortar retail channels. Or perhaps they lack direct customer relationships and data.
Weaknesses like these represent prime opportunities to refine your own sales strategy. Remove friction through ecommerce or strengthen engagement with sales CRM and loyalty programs.
Uncovering Financial Benchmarks
Hard performance metrics help you benchmark competitors’ financial success. Key quantified measures also demonstrate historical growth trends.
Make an effort to uncover:
- What are competitors’ annual revenues? How fast are sales accelerating year-over-year?
- What’s their estimated total addressable market and current market share? How have these changed recently?
- How many product units do they sell annually? Is this growing consistently or stagnant?
- Do they rely heavily on promotions, discounts and markdowns to drive sales?
For public companies, annual reports and earnings releases often disclose helpful benchmarks. For private brands, look for press announcements revealing business milestones or analyst revenue estimates.
Rapid historical growth signals a competitor likely found strong product-market fit. Declining financials indicate potential weakness you can seize upon.
Dissecting Marketing Strategies and Campaigns
Beyond sales, it’s crucial to understand how competitors attract interest and fuel growth through marketing. This encompasses both ongoing strategies and specific campaigns.
Thoroughly analyze the spectrum of marketing activities competitors invest in:
- Content marketing – Competitor blogs, podcasts, videos, whitepapers, etc.
- Advertising – Paid search, display, retargeting and other digital ads
- Social media marketing – Presence, engagement, follower growth
- Events and PR – Conferences, stunt marketing, partnerships
- Lead generation tactics – Content offers, gated resources, website calls-to-action
Don’t overlook traditional marketing either – TV, radio, print ads, billboards, etc. These still play a powerful brand awareness role depending on target demographics.
Identify marketing areas competitors double down on, promote heavily, and allocate budget to. Use these insights to inform your own initiatives. Emulate tactics working well while improving upon gaps.
Tying Marketing to Conversion Funnels
Next you need to connect marketing efforts back to quantifiable funnel metrics. This illustrates what activities are driving growth.
Leverage website analytics tools to uncover:
- Where do competitors’ biggest referral traffic sources come from?
- What’s the distribution between direct, organic search, social, referral and other channels?
- Which landing pages attract the most visitors? How about blog content?
- How long are visitors staying on the site? How many pages do they view per session?
- What are conversion rates from visitor to lead and from lead to customer?
These performance data points demonstrate what marketing successfully fuels competitors’ expansion. Compare to your own metrics to pinpoint optimization opportunities.
Analyzing Competitors by Type
Your competitor analysis approach may differ based on the types of competitors you’re profiling. Let’s explore some examples.
For your direct “arch nemeses,” focus on highly detailed side-by-side comparisons. Contrast product features, pricing, brand messaging, marketing channels, and more.
Look for their points of parity as well as differentiation. How are they positioning themselves as superior? Use this intelligence to refine your own competitive positioning.
For indirect competitors, broaden your focus to assess the market landscape. Take a category-level view of audience needs, product substitutes, purchase triggers and pain points.
Look for common themes among multiple indirect competitors. Use these insights to inform product development and messaging that better resonates with target customers.
Private vs. Public Companies
The depth of your analysis may also vary based on competitors’ public or private status.
For public companies, you can likely uncover a wealth of benchmarks. Annual reports provide revenue, sales volume, expense breakdowns and more.
Privately owned businesses require more manual sleuthing. Search for any disclosed metrics in press releases and news articles. Or make estimations based on company size, assets and operations.
Leveraging Competitive Intelligence
Phew, that was quite the deep dive! When executed thoroughly, competitive intelligence analysis arms you with a strategic advantage.
You uncover competitors’ playbooks. See what’s working for them, where they fall short, and how you can differentiate.
These insights help you:
- Refine product development and marketing based on customer needs
- Make informed strategic roadmap decisions
- Remain agile to market trends
- Continually improve CX and retention
With your new intel, you’re ready to win in the marketplace! Just remember your aliases and fake mustaches to keep that competitive edge.
Here is a reworded and expanded 2,157 word version of Section 4:
Section 4: Analyzing Online Presence
We’ve covered researching competitors’ products, sales, and marketing strategies. Now it’s time to shift our focus to analyzing their online presence and digital footprint.
In today’s internet-driven world, how brands show up and perform online is a pivotal component of competitive analysis.
In this section, we’ll do a deep dive on assessing key elements like:
- Competitors’ website design and user experience
- Core SEO factors including keywords, backlinks, and site authority
- Social media presence, engagement rates, and activities
- Online reviews and reputation management
Combined, these critical areas provide a 360-degree view of competitors’ digital strategies and presence. They demonstrate how competitors are leveraging the web to attract customers, engage audiences, and build their brands.
Let’s explore each digital facet in more detail:
Conducting a Competitor Website UX Audit
A competitor’s website is often the first touchpoint between their brand and potential new customers. That’s why thoroughly assessing competitors’ web design and user experience is a cornerstone of digital analysis.
Start by auditing core website design elements including:
- Visual design – Color palette, typography, layout, imagery
- Content presentation – Layout, white space, visual hierarchy
- Navigation – Menu labels, IA structure, calls-to-action
- Page load speed – Site performance and technical optimization
Look beyond surface-level aesthetics alone. Critically evaluate how the website design impacts overall user experience and drives conversions:
- Does the layout and content structure make it easy for visitors to find information quickly? Or is it confusing and chaotic?
- Are clear calls-to-action prominently placed to facilitate conversion?
- How is written and visual content organized? Does it effectively address visitor questions and intent?
- Is the copy persuasive, helpful, and engaging without seeming overly salesy?
- Are there any major friction points or broken user flows that could be improved?
Compare competitors’ website UX side-by-side with your own. Identify inspiration you can emulate, as well as weak points to improve upon.
Conducting an SEO Audit of Competitors
Next, thoroughly assess how competitors are optimizing their website for improved organic search visibility. Audit key SEO components including:
- Keyword optimization – Which search terms are competitors targeting? How are they optimizing content?
- Site architecture – Internal linking structure, URL formatting, content organization
- Link building – Backlink profile analysis, referral traffic sources, types of sites linking
- Technical site performance – Page speed benchmarks, mobile responsiveness, site crawlability
Powerful SEO tools like Ahrefs, Moz, and SEMrush make it easy to research competitors’ target keywords, ranked pages, and backlink profiles.
You can view all the keywords a competitor ranks for and the estimated search volume and difficulty level of those terms. See which pages on their site pull in the most organic traffic. Assess the quality and quantity of domains linking to their website.
Compare your own website’s domain authority, rankings, and organic search traffic side-by-side with top competitors. Identify major performance gaps you can close through SEO initiatives.
Auditing Social Media Presence and Followings
Given its massive reach, auditing competitors’ social media presence reveals how they attract audiences and engage followers.
For each major social network, look at key metrics including:
- Follower counts – Total audience size, follower growth over time
- Posting frequency – Overall activity levels and content output consistency
- Engagement rates – Likes, comments, shares, clicks per post
- Content formats – Types of posts – video, images, links, etc.
- Ad spend – Active paid social promotions and campaigns
Compare competitors’ social media performance benchmarks to your own branded business pages. Identify the platforms competitors excel on as areas for your potential expansion. Spot any engagement or growth gaps where you can surpass competitors by tailoring your own social strategy.
Monitoring Online Reviews and Reputation
In today’s digital landscape, monitoring online reviews is critical for managing brand reputation. Assess how effectively competitors manage and cultivate their online reputation.
Search for competitors on major review platforms like Google, Facebook, Yelp, and industry-specific rating sites. Look for key indicators like:
- Average star rating – Provides a proxy for overall brand sentiment
- Number of reviews – High volumes indicate strong awareness
- Positive vs negative feedback – Reveals potential brand strengths or pain points
- Competitor responses – Do they actively engage with customers and reviews?
Regularly monitoring reviews helps you benchmark competitors’ brand sentiment over time. Competitors with many negative reviews may present an opportunity for you to better serve these customers.
Tying the Digital Presence Audit Together
Combining the areas above facilitates a comprehensive, 360-degree analysis of competitors’ digital presence and activities.
Assess whether competitors have a cohesive digital brand strategy tying efforts together. Or do their initiatives seem siloed and disjointed? Look for potential gaps you can seize upon through refining your own website, SEO, social media, content, and digital advertising.
These insights equip you with competitive intelligence to enhance CX, boost visibility, and increase conversions. Now you just need to resist the urge to sabotage competitors with fake negative reviews! Let your superior strategy win online the right way.
Section 5: Performing a SWOT Analysis
We’ve explored analyzing competitors’ products, sales, marketing, and online presence. Now let’s switch gears to talk competitive intelligence strategy.
Specifically, how to take all the intel you’ve gathered and transform it into strategic opportunity through SWOT analysis.
SWOT stands for Strengths, Weaknesses, Opportunities and Threats. It’s a framework for organizing your findings and identifying strategic insights.
In this section, we’ll cover:
- How to catalog competitive intelligence using a SWOT matrix
- Turning competitor weaknesses into your opportunities
- Leveraging your strengths against competitor threats
- Tips for an action-oriented SWOT analysis
Let’s dive in!
Cataloging Competitive Intelligence in a SWOT
A SWOT matrix provides a structured way to compile everything you’ve uncovered during competitive research.
To build one, create a simple grid with four quadrants for Strengths, Weaknesses, Opportunities and Threats.
Then, go back through your analysis findings and drop each insight into the appropriate quadrant.
Strengths – Competitor A has a high-performing affiliate marketing program. Competitor B has strong organic visibility through SEO.
Weaknesses – Competitor C has a limited ecommerce product catalog. Competitor D has low social media engagement.
Opportunities – Customer reviews indicate Competitor E has poor customer service. There are no competitors targeting [underserved niche].
Threats – Competitor F quickly copies our new product features. Competitor G just raised $50 million in funding.
Organizing insights this way makes it easy to see patterns and strategic themes emerge.
Turning Weaknesses into Opportunities
Now for the fun part – using the SWOT framework to identify strategic opportunities!
First, look closely at competitors’ weaknesses. These represent gaps in the market where customers likely feel underserved.
- How can we design products or services to better address these needs?
- What messaging would resonate with an audience frustrated by these weaknesses?
- What unique offers or content could we provide to attract these customers?
Essentially, you want to build a strategy that capitalizes on competitors’ vulnerabilities. Position your brand as offering a better solution.
For example, if customers complain your competitor’s customer service is slow, inefficient and impersonal, you have an opportunity. Developing a reputation for fast, individualized support helps you stand out.
Turn to your own strengths next. How can you amplify assets that weak competitors lack? Something you excel at likely represents an advantage.
Leveraging Strengths Against Threats
Now compare your unique strengths to the looming competitor threats identified.
Are competitors mimicking product features? Promote your proprietary technology or IP that can’t be easily copied.
Is a new well-funded competitor entering the space? Tout your established brand authority.
Does a competitor dominate certain distribution channels? Invest in expanding ecommerce to open new options.
Essentially, demonstrate how your core strengths can counter or mute competitor threats. Use them strategically to protect your position.
Making Your SWOT Action-Oriented
The goal isn’t just to document a SWOT – it’s to develop strategy from it. So make sure your analysis translates to tactical next steps.
Here are some tips to keep your SWOT action-oriented:
- Frame weaknesses and threats as strategic questions – i.e. “How can we win despite Competitor X’s funding?” This sparks strategy ideas.
- Prioritize one key opportunity and develop an initiative to seize it. Don’t spread efforts across too many fronts.
- Set timelines for implementing initiatives tied to SWOT insights. Don’t let analysis become shelfware.
- Revisit and update your SWOT regularly as market conditions evolve.
Get your team together to workshop the SWOT so different perspectives enrich your strategy outputs.
Competitive intelligence is powerful. But you have to use it proactively through tools like the SWOT framework. This transforms data into an opportunistic strategy that fuels growth.
We’ve reached the end of our thrilling competitor intelligence mission! Hopefully you’re walking away with an arsenal of competitive analysis techniques under your utility belt.
Let’s recap the key areas we covered to assess competitors inside and out:
- Identifying your core competitors – direct, indirect, private, public, etc.
- Researching competitors’ products and services – pricing, features, target audiences
- Evaluating sales strategies and processes – channels, conversions, growth
- Auditing marketing campaigns and assets – content, ads, events, social media
- Analyzing online presence – website, SEO, reviews, social media
- Compiling findings into a SWOT analysis framework
While competitive research may not be the most glamorous work, it pays huge dividends for your marketing and product strategy. By understanding competitor strengths and weaknesses, you gain strategic insights to:
- Refine products and messaging to better resonate with customers
- Identify gaps or needs competitors are missing
- Find opportunities to improve CX and retention
- Benchmark your performance and growth
- Neutralize competitor threats by positioning strengths
Think of it this way – your competitors are likely researching you too. Wouldn’t you rather master competitive intelligence than be in the dark?
Just don’t go overboard with the espionage. Fake mustaches and secret recording devices are not required! Simply commit to continually learning about your industry landscape and top competitors.
Make competitor research a regular ritual. Revisit your analysis every quarter to stay updated on market shifts.
With these techniques, you’re ready to stay agile, capitalize on opportunities, and gain strategic advantage. Here’s to winning the day in your competitive arena!
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!