A 7 step guide to benchmarking your business against your competitors

Complete a structured analysis of your competitors to inform your own marketing improvements

Digital Marketing Strategy and Planning Toolkit
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Competitor benchmarking guide

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Who is the guide for?

Our 7 steps  guide will give you all the detail you need to perform a structured analysis of your competitors. It’s designed to be easy to follow with featured definitions and practical tips.

It’s aimed at:

  • Marketing and Digital marketing managers who need to understand their competitors to inform their strategic planning.
  • Agencies and consultants who use it to review their client’s current strategy against their main competitors.

About the Competitor benchmarking guide

  • Authors: Danyl Bosomworth and Dave Chaffey
  • Format: 24 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 digital marketing, or just to "do better" you need a baseline 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 improve. 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 to grow your reach where you need to look beyond a site at all aspects of online communications effectiveness, especially for SEO, content and social media benchmarking.

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 KPIs and qualitative criteria for benchmarking in the RACE framework presented as a table - so you can review the whole of your online marketing - not just website effectiveness
  • A comprehensive listing of free and paid tools to help with benchmarking structured within the RACE framework including the top 10 tools every 'hands-on' digital marketer should use to improve their SEO, content and social media marketing .
Look Inside the Competitor benchmarking guide

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Brilliant

I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Digital Marketing Strategy and Planning Toolkit

The Competitor benchmarking guide is part of Smart Insights Digital Marketing Strategy and Planning Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 16 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage -  Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

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