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How to Conduct a Basic Competitive Analysis for Your Digital Marketing

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TL;DR TL; DR

Identify 3–5 competitors
Review their website and SEO basics
Scan their ads and social media
Compare reviews and customer sentiment
Use a grid to organize insights
Apply what you learn to your strategy

Leveling the playing field starts with knowing who you’re up against.

If you’re a small or medium-sized business, chances are you don’t have a room full of marketing strategists analyzing your competitors all day. But that doesn’t mean you should fly blind. A competitive analysis doesn’t have to be complicated or expensive, and done right, it can uncover opportunities, spark new ideas, and give you a serious edge.

The goal of a competitive analysis isn’t to obsess over what everyone else is doing—it’s to sharpen your own strategy. In a digital world where everyone’s fighting for attention, being informed is half the battle.

In this guide, we’ll walk you through how to conduct a fundamental but effective digital marketing competitive analysis using free (or low-cost) tools and good old-fashioned observation.

  1. Identify Your Top Competitors

    Start with your gut—who do you see as your main competitors? Then verify that list with a quick Google search for the services or products you offer, in your geographic area or niche.

    For example:
    • If you’re a boutique hotel in the Hamptons, search: “Hamptons boutique hotels”
    • If you’re a financial advisor in Long Island: “fee-only financial advisor Suffolk County”
    • Jot down the top 3–5 businesses that consistently show up in search results, local directories, or paid ads. These are the players worth watching.

  2. Review Their Website and Messaging

    Visit each competitor’s website and ask yourself:
    • What’s their main value proposition? Is it clear?
    • Who are they speaking to—budget-conscious buyers, luxury clients, families, professionals?
    • Do they highlight features, benefits, or both?
    • Is their site modern and mobile-friendly?
    • Are they blogging or sharing resources?

  3. Review Their SEO Strategy (Even Without Tools)

    You don’t need to be an SEO pro to get a feel for how they’re attracting organic traffic.
    Here’s how:
    • Look at their page titles and meta descriptions (right-click and “View Page Source” or use browser plugins like MozBar or Detailed).
    • Take a look at what keywords show up in headlines and blog titles.
    • Scan their blog categories or resource center. What topics do they cover?
    • Check if they’re listed in local directories, maps, or review sites like Yelp or TripAdvisor.
    • If they’re ranking above you on Google, try to reverse-engineer what’s helping them get there.

  4. Peek at Their Paid Ads

    Search some of your key terms again—see who’s running Google Ads at the top of the page. Then, visit their website. Do they have a landing page specifically designed for that ad? What’s the message? Is there a special offer?
    To go deeper, try:
    • Google’s Ads Transparency Center – shows current ads being run by a domain.
    • Meta Ads Library – for Facebook and Instagram ads.
    These tools let you see exactly what ads your competitors are running, and how they’re positioning themselves to attract clicks.

  5. Look at Their Social Media Presence

    Check their profiles on:
    • Facebook
    • Instagram
    • LinkedIn
    • TikTok (if it fits the industry)

    Evaluate:
    • How often do they post?
    • What kind of content gets the most engagement—videos, testimonials, tips?
    • Are they running contests, promotions, or influencer partnerships?
    • Do people comment, and if so, how does the brand respond?

    Social media isn’t just about content—it’s about tone and community.

  6. Evaluate Online Reviews and Reputation

    Search for your competitors on:
    • Google My Business
    • Yelp
    • TripAdvisor
    • Trustpilot
    • Facebook reviews

    What are customers saying? Look for:
    • Common themes in complaints or praise
    • Gaps in service or communication
    • Opportunities to differentiate (e.g., “they never answer the phone” = your chance to promote responsiveness)

    Pro Tip: This also tells you what matters most to customers in your industry.

What You Should Do With All This

Now that you’ve gathered insights, take action:

  • Update your messaging to be clearer or more focused.
  • Refresh your Google Business listing.
  • Create a blog post on a topic they’re not covering.
  • Launch a Google Ad with a better offer.
  • Post more consistently on social.

You don’t need to mimic your competitors—just learn from them and do it better.

Need help conducting a deeper analysis or acting on what you find? At Visionary, we specialize in helping small businesses punch above their weight. Let’s talk.

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