One of my favorite sayings is “You need to know where you are at before you can take the steps to get to where you want to go.” It encapsulates the main reason why it is important to benchmark your online presence against that of your competitors. Why? Because there is a very good chance that your customers and prospects are doing the same thing.
The first step I take when working with a new client is to evaluate their existing online presence. Using various key metrics, I analyze everything from the overall aesthetic of their website, to its navigation and content, social media channels as well as the search engine optimization (SEO) tags embedded within the website coding.
Next, I type in a Google search for the various keywords or phrases that a potential customer would use when looking for a service my client offers. I then perform the same analysis on the top 5 organic results that come up. If my client is in the top 5 then we’re off to a running start. However, a lot of times they are not and so it’s important to understand what their competition is doing effectively that is landing them in the top 5. Placement within the top 5 is vital because 60% of users click on the top 3-5 links and 75% never scroll past page 1.
Having all of this information allows me to put together a thorough analysis that clearly articulates how my client’s online presence measures up to the competition. We are able to identify the areas that are working well and fill in any gaps that are limiting their potential.
All of that wouldn’t be possible if my clients held on to the perspective that the competition didn’t matter. Regardless of how successful a company is, I would bet that they all keep a close eye on what their competition is doing. The goal isn’t to imitate their competitors because there’s no guarantee that it would work as well for someone else. It is, however, a great way to see how the marketplace is responding to various strategies and then build upon that learning to create a strategy that is effective and unique to my client’s services and business model.
Benchmarking is just one of the many services we offer. Our goal is to support you by demystifying digital and social marketing so that you can maximize its potential and extend your marketing reach. If you’d like to chat, please check out our website (www.optifymarketing.com) and drop us a line at firstname.lastname@example.org