Digital Strategy Guide for 2014: Part 2 Competitor Research
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Digital Strategy Guide for 2014 Part 2 – Competitor Research
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Welcome to part 2 of our digital strategy guide for 2014. In part 1, we outlined the best and worst SEO techniques. This month we will be giving you vital information on conducting competitor research. Competitor research is a key component for every digital marketing strategy. It helps you understand your competitor’s online marketing tactics and helps you keep one step ahead of them. The areas that we recommend are included in this presentation.
Transcript of Digital Strategy Guide for 2014: Part 2 Competitor Research
Digital Strategy Guide for 2014
Part 2 – Competitor Research
Analyse Competitors• Web design and development• Keyword research• Content development and marketing• Social media• SEO
Web Design & Development• What platform a site is built with – eg. Wordpress or
Joomla• The widgets and plugins that a site is using• Hosting providers• Server information
Calls to Action• Review contact calls to action • Newsletter sign up’s• PDF downloads, videos and images• Buy now buttons
USPs and Messaging • In the website design• Main landing page content• Product and service page content• Blog content
Keyword Research• Know what keywords are important to your
competitors • Keeping up to date with industry terms• Helps you build your own keyword lists
Content Marketing• Home page, products and services pages• FAQs and resources – evergreen content etc.• Multimedia – slides, video content and Images• Blogs• Newsletters
Questions to Ask• What tone of voice is the content written in?• What multimedia are they using? • How often are they posting content?• How many social shares do they have for content?• Do they have a long term linkable asset? Eg.
Resource area, guides etc.
Social Media Review• The number of fans or followers• How often they post on social media • Type of posts – e.g. competitions • Messaging and design of social media banners• Tone of voice for social media posts• Number of shares for each post
SEO Review• Meta Data (SEO Titles and Descriptions)• Structure Data • Backlinks• Social Shares • Internal linking structure• Content depth• User experience
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