How to use a structured review to become more competitive
- Author: Danyl Bosomworth and Dave Chaffey
- Format: 20 A4 page PDF Ebook recommending approach and tools
Why a guide to competitor benchmarking?
Whether it’s sport or business, you have to know how you rate compared with your peers, to know where you need to improve relative to them. If you want to be “best-in-breed” in online marketing, or just to “do better” you have to review the marketing effectiveness of competitors.
Online, potential customers will often directly compare what a competing brand or site has to offer. Benchmarking “puts you in the customers shoes” and gives you insight on where you need to prove. It can also give you inspiration to try new approaches whether they’re related to content, design or the brand communications used.
Benchmarking is vital when you’re refreshing a website through a major redesign, but it can also be useful to review more regularly to see how competitors’ marketing changes. It’s also an essential part of developing a digital marketing strategy where you need to look beyond a site at all aspects of online communications effectiveness.
How will the guide help me and my business?
We know you will already be reviewing competitor sites, but when we talk to marketers we see there are some key issues that are often missed and you may also be missing some of the great free tools available to help you.
The guide can help you with:
- A template to follow for the key issues to include in your benchmark report
- A table of criteria for benchmarking in the RACE framework presented as a table – so you can review the whole of your online marketing – not just the site
- A comprehensive listing of free and paid tools to help with benchmarking structured within the RACE framework
What our members say about the Competitor benchmarking guide
Smart Insights has helped us take the right decision on a variety of occasions and we actively use its content to justify our marketing initiatives and spend.
Joao da Costa, Marketing Officer at Southbank International School
We are at the early stages of our digital marketing journey, Smart Insights templates and tutorials help us check and learn as we go.
Stuart Sykes, Digital Marketing Manager
Smart Insights is one of the best digital ‘tools’ on the internet today. It has been a great asset as a channel of advice and insight, helping me to deliver an all-encompassing digital strategy.
Jennifer Law, E-Communications Manager, National Pharmacy Association
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