Why is a Competitive Research Important?
How Competitors’ Data Will Help
PROFIT OFF THE BEST OF COMPETITORS AND KNOW YOUR MARKET
Research findings say the biggest obstacle before b2b digital marketers is delivering results with limited resources. But companies, resources and result goals are unique. That is why we offer free work sessions to fellow marketers, where together we come up with solutions for how to grow traffic and conversions, for your unique situation. We review low hanging opportunities of your domain and we check what competitors are doing to get fresh ideas. Book a session and let’s see what’s possible:
WHAT WOULD 31% MORE TRAFFIC MEAN FOR YOUR BUSINESS?
Bostik, a global manufacturer of adhesive technologies used across a wide range of b2b sectors including construction, automotive, aerospace, rail, packaging, tapes, labels, flexible lamination and footwear industries, engaged TSG for digital marketing strategy and support. (Find here the b2b competitor analysis template we use)
After six months of service, Bostik.com/US experienced:
- 31% YOY increase in total traffic
- 27.5% YOY increase in organic traffic
“You guys have set the bar really high. I’m proud of the work we’ve done and I have told that to my network and peers and community.”
WE ALIGN OUR SUCCESS WITH THE SUCCESS OF OUR CLIENTS
YOUR B2B DIGITAL MARKETING IN THE HANDS OF EXPERTS
Restaurant Equipment Solutions® has over 40 years of experience in the restaurant equipment and supply industry. TSG performed a competitive analysis that identified key areas of improvements and generated a road map for the future. In the months following the improvements, RES b2b ecommerce site experienced:
- 39.1% increase in organic traffic
- 48.7% increase in organic revenue
- 77.8% increase in desktop conversion rate
- 441.9% increase in mobile conversion rate
“50% of revenue is coming from you guys – I usually would expect 30% so anything above that is really great.”
SOME OF THE B2B BRANDS WE’VE WORKED FOR
HOW TO DO B2B COMPETITOR RESEARCH ON YOUR OWN
Reviewing what your competitors are doing in the digital marketing space will help you in different ways – you will be able to see what content works for them in SEO, what helps them earn backlinks or what strategies they use in social media. Checking competitors’ activities will help you get ideas for your campaigns and we recommend doing this on a regular basis. That is why we offer here a b2b competitor analysis template, which you can use for free. In case you need help, use the link below to:
B2B COMPETITIVE ANALYSIS FAQs
Doing B2B competitor analysis is a great place to start planning your digital marketing strategy or revisit and update it with fresh ideas. We love competitor analysis as we (almost) always manage to come up with both easy to implement fast wins as well as ideas for long terms strategies that would feed nice working or brainstorm sessions.
In our b2b competitor analysis in majority of cases we include 4 parts:
- Copy and key phrase analysis of competing websites (SEO perspective)
- Social media profile analysis
- Inbound links(Backlink)
- CRO (conversion rate optimization) elements
Those parts work together and support each other to build a strong digital marketing channel so we look at them as a whole. Based on the findings we try to come up with content strategy ideas that will support all digital channels.
Here’s the Competitor Analysis template we are using — feel free to make a copy and start grabbing data for your analysis:
Optimized content is content that is ranking high in search engine results pages.
Different key terms require different levels of optimization: highly competitive terms require more work, while new/niche/less competitive topics require less optimization.
Depending on competitiveness or a.k.a. “keyword difficulty” of a search term, you might need to:
- Add multiple subtopics to cover different aspects of the search intent
- Add image/video content to make the page more appealing to the users
- Improve on-page elements such as heading structure, alt elements, etc.
- Work on gaining backlinks for the content or increasing the overall domain authority of the website.
Here’s the template for content optimization we use at TSG – Content Planning and Outlines template, which will help you work on optimizing your content. And feel free to book a free work session with us to discuss the best approach to content optimization based on the resources you have available.
Optimizing website content is a data-driven process that starts with keyword research. To start optimizing your content, first check which keywords the page ranks for right now.
- You can find this information in Google Search Console > Performance > Landing Pages > click on the page URL, then check the queries.
- Or you can use external tools like SEMrush, Ahrefs or MOZ.
When you see the keywords, you need to choose which of them are relevant to your business.
Then you create a plan for updating the content:
- will you expand existing paragraphs?
- add more subtopics?
- or do you need to rearrange the page layout to move up in the rankings?
When updating your copy, you can also plan for making the page better from a CRO (conversion rate) perspective. Think about:
- Adding social proof/testimonials to your page
- Explaining “the process” — what can customers expect from you?
- Add FAQs — they are excellent for both SEO and CRO