After reading this article, you will have a basic understanding of how to research your competition and learn how to exploit and leverage the digital advertising tools and strategies they use. These tools and research strategy presented in this article can and will help you maximize your internet marketing, SEO, PPC and digital display ads. The tool we are using for this discussion is BuiltWith.Com (http://www.builtwith.com).
Business owners, brand managers, sales managers and tech gurus, have you ever been surfing the internet and landed on a website and wondered; “how do they do that?” Have you ever been researching a competitor or a website you admire, looking for helpful hints to give you some additional ideas how to kick into high gear your web presence or digital marketing presence?
Case Study #1: Recently I was scrolling through my newsfeed on Facebook and on a daily basis I see Shopify ads. Shopify has obviously selected my Facebook profile as a targeted demographic, which is not uncommon as many brands display ads to me regularly on Facebook (i.e. VistaPrint, Thumbtack, etc.) What struck me as odd is that the copy writing of the ad had changed, they were specifically advertising “Make Money Dropshipping”. Coincidentally, a couple days earlier I was researching on Google that very same term. So I naturally asked myself; “That is a pretty powerful strategy, how do they do that?”
A complete competitive analysis is a lot more than simply researching what technology and advertising solutions your competition is using however a BuiltWith competitive analysis is a GREAT start. Understanding the technology (i.e. framework, CMS, etc.) and advertising solutions a competitor is using is great leverage for building more robust search rankings, SEO, PPC and ad positioning.
CASE STUDY #2: We meet in person regularly with our clients and one client in particular,a real estate developer, is constantly citing competitor websites in which he wants to understand how they are using technology to gain a competitive advantage. Common questions I am asked from this client, and many others, is; “Mike, I see ads displayed for company [x] on Google, on Facebook, on LinkedIn and on a lot of website, how are they publishing these ads?” We researched and analyzed one of the bigger players in this space and found a WEALTH of digital advertising intelligence (i.e. which digital, display and PPC tools the competitor is using).
Click the image or link below and scroll down to the Advertising section (don’t forget to return to this article!) Digital marketer, tech gurus, brand managers and business owners take note of the list of advertising solutions. If something sounds interesting, by all means check it out or reach out to your web design or marketing partner for more information (if you are looking for a new marketing partner, click here, wink wink!!!)
The first three advertising solutions in the list below are the most cost effective, scaleable, reliable and simple solutions produce a constant stream of new leads and customers! We will review these solutions in other articles at a later time.
REALITY CHECK TIME, okay we all do not have the deep pockets of Amazon, eBay or other internet eCommerce beasts but that does not mean we can not learn from them. For the sake of this article, we have provided an audit of the Amazon website and the truly INCREDIBLE digital marketing tools they use as part of their world class marketing efforts.
Every brand, every business and every organization needs to make critical decisions regarding how to allocate and prioritize time, money and resources for their marketing and advertising. Study, research, analyze and get a full understanding of your market, your customers, your competition, the supply and demand of your products and/or services. Put this research to good use, use it to make common sense intelligent decisions for YOUR business.
One valuable lesson we have learned over time is that YOUR decision should be based upon YOUR needs, YOUR business and YOUR priorities. While competitive analysis is one of the most important parts of a marketing plan, do not get caught up trying to copy or duplicate the efforts of your competition. If you do get caught up in the vicious circle of copying your competition, you will NEVER be a leader and will always be a follower AND you will inevitably end up wasting resources (time, money) trying to be someone or something you’re not!