It is important to look around and look at your competitors from time to time: this way you can
differentiate yourself (from competitors at your level) and understand where to grow (analysis of
market leaders).
At this stageyou can visit competitors’Target audience analysis
websites as a client or assign such a task to someone from the team. We evaluate how the websites position and show the product, what advantages they emphasize,
and whether it is convenient to place an order.
The output we get is a competitive matrix – a summary table of all
competitors and their main advantages.
An examp
le of a matrix for a construction company, where the main competitive advantages are the company’s
length of operation, warranties, in-house production, etc.):
Don’t forget to list your website in the same table – this way you will immediately see your
shortcomings.
Target audience analysis
The next stage of the audit is to imagine and understand chinese overseas asia database your target audience. Who are we selling to? What do these people need and what are their difficulties? Where do they hang out on the Internet?
The character method works well here .
We receive primary information from web analytics and from the sales department (it is important to
take the active, purchasing audience, and not all site visitors):
Then we create several typical images of our target clients. The character structure takes into account:
- Geographic and demographic indicators. Where the person is from, what age and gender, what
- status they have, income level and other general information.
- Lifestyle and interests.
- Resources: What time and resources does he have, how mobile is he?
- Behavior on the Internet. How to search for information, through what channels can one reach
- a company. Here it is also important to analyze what influences the decision to purchase.
Examp
le of analysis of clinic audience behavior:
Strive for maximum accuracy!
How incorrect: housewives .
Correct way: Marina, a 40-year-old housewife, mother and wife, loves to cook and go shopping, drives her own car, takes her children to and from school, goes to salons a couple of times a week or
meets with friends in cafes.
The output we get is detailed portraits of the target audience.
Using the persona method, we can think about your goal with email automation how to reach our target audience online and how to
grab their attention.
We are working on the USP
We often encounter the fact that even companies that have been on the market for several years
cannot clearly formulate what distinguishes them from their competitors.
There doesn’t necessarily have to be a global difference here: often, small advantages that most
competitors don’t talk about work. A tea shop can tell on its website how carefully they select
suppliers, and a B2B company can boast that a personal manager accompanies the client at all stages
of the service. Tell about this on the main page, and you will definitely be remembered by the site visitor:
Sometimes it makes sense to specifically introduce a belgium numbers small but effective “feature” to make it part of
your USP. For example, a regular beauty salon can stand out from its competitors with convenient
online booking or add trendy barbershop services to its price list.
The output is: a list of all existing or possible competitive advantages that are
worth telling clients about.