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 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 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 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.
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:
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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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