Win Your Marketing With Competitor Analysis

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Win Your Marketing With Competitor Analysis

How To Use Competitor Analysis

  1. Figure out what your strengths and weaknesses are.
  2. Have a good understanding of your company’s brand.
  3. Establish a strong long-term vision for your company.

What if I told you that you could strategically place yourself in a winning position with just a bit of research?

Well, good news. YOU CAN! It's called competitor analysis.

Entrepreneur defines it as:

“Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service.”

Here’s how you can use this research to create a rockstar marketing plan, beat out your competition and conquer your industry.

Grasp Your Brand’s Strengths & Weaknesses  

During your competitor research, you'll uncover a variety of things they do better than you. 


And you'll also see plenty of places where you’re already crushing the competition. 

Ultimately, this part of the analysis should result in the beginnings of a SWOT analysis of you vs. your competitors. 

You'll want to ask yourself several questions:

  • What makes you stronger than others?
  • What do you do extraordinarily well?
  • How do your skills surpass competitors?
  • What makes you weaker than others?
  • In what ways do you lack efficiency?
  • Where do your skills not measure up?
  • What real opportunities do you see right now?
  • Can you strengthen a weak place in the market?
  • Which competitor might cause problems in the future?
  • What competitor will cause the most difficulties?

Acknowledge your skills. Improve your weaknesses. 

This honest evaluation shows how you stack up right now and reveals a vision for your ultimate growth and success.


Understand Your Company's Brand

When you understand your competitors' brand, you understand your own brand on a deeper level. 

It strengthens your brand strategy, which ultimately strengthens your business. 

Market research firm AYTM says the following about brand strategy:

“By definition, brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions and competitive environments.”

What does the branding of your competition look like? 

If the competitive landscape features brands with incredibly well-designed websites, brilliant copy, and highly engaging social media pages, then your marketing team must measure up. 

You may offer great products/services, but you won't instill trust without a comparable brand strength to your competitors. 

And if you're in an industry that lacks good branding, you just identified a major weakness of your competitors. See how that works? 


Establish a Stronger Vision

Does that current competitive landscape fortify your company's long-term vision? 

It should. 

A pathway of improvement appears as you dive into competitor analysis:  

  • Where are you going? Why will you go that way?
  • What benefits do you gain from taking that path?

Check in and refresh your competitor analysis a few times a year. It will reinforce your development decisions and help you remain on the right course.


Final Thoughts On Competitor Analysis

Are you ready to win?

Understanding the competition enables you to make timely, educated and financially sound decisions. 

You'll know where to invest for the greatest return. And you'll protect yourself from becoming dethroned during a surprise attack from competitors.

Stay proactive and you'll see success. It starts right here, right now.

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Josh Coffy

Josh has an exhaustive understanding of technology and a creative marketing approach that drives client results. In his free time, Josh does CrossFit and travels with his wife.