First, it’s always great to monitor what the competition is doing. There are a couple tools to analyze the competition that we love (note, there are a ton more tools but we’ll leave that for another post.)
- Moat – View all your competitors display ads and messaging in one place. You’ll quickly spot which calls to action, messages and products are being promoted.
- SEMRush, iSpionage & SpyFu – Identify which keywords & placements are being used by your competitors and where you might be falling short.
- Builtwith – Identify which media channels are in use by your competition based on which tags are in place.
Periodically check their website for any new product announcements or set up news alerts for your top 3 competitors brand names. Visit technology targeted websites to see if there are any brands actively promoting their products to your target audience and pay close attention to the messaging. What are they selling, and how can you differentiate your brand?
Once you have an idea of what’s going on within the competitive landscape – think of ways to “own” this space. Competitive conquesting campaigns demand a high-frequency approach to change a users consideration set. It’s necessary to surround a user to drive the thought leadership required to change your target users mind.