Marketing Ideas That Stem from Competitor Research
If you’re investing in a digital marketing strategy, competitor research should be a standard part of the package. Whether you’re signing a large contract or working with a limited budget, a reputable marketing agency should include at least some level of competitor analysis in their proposal.
Without this, you risk basing your entire marketing plan on assumptions rather than data—and that could mean missing critical opportunities your competitors are capitalizing on.
Budget and Research Depth
The scope of competitor research often correlates with your investment. The more budget you allocate, the more thorough and strategic the research can be.
Even if you think you already know what your competitors are doing, cutting costs here can be counterproductive. Rushing or skipping research may result in overlooking crucial differentiators—those unique selling points that help your competitors outperform you.
Set Clear Timeframes and Expectations
A trustworthy marketing agency should provide realistic timelines for competitor analysis. When we worked with Stuart Kerrs, for example, they offered a detailed breakdown of the time required for research based on our budget. This level of transparency was not only helpful—it was reassuring.
Be sure to ask your agency:
- How long will competitor research take?
- What will it cover?
- Will the research translate into actionable steps?
You should expect the research to inform several elements of your digital marketing strategy, from content planning to SEO and user experience enhancements.
On-Page SEO: Your Silent Salesperson
Competitor research isn’t just about looking at what others are doing—it’s about understanding how your site stacks up in key areas. A solid marketing agency will guide you through best practices and often recommend changes to your site structure.
Here’s a sample checklist for launching new pages that may come out of this process:
- Add optimized meta titles and descriptions
- Compress and optimize images for performance
- Ensure proper use of H1, H2, and H3 headers
- Review content for keyword density and readability
- Proofread all text for quality and clarity
- Set up and integrate with relevant social media platforms
These are just examples—your actual list should be customized to your site’s needs.
With Google’s continuous focus on on-page SEO—including mobile/desktop speed and content relevance—your site structure must be airtight. Skipping these essentials may lead to costly overhauls later.
Competitor Research as a Foundation
This process shouldn’t be a one-off task—it should be mapped into milestones with clear deliverables. At the start of your campaign, your marketing team should:
- Identify key competitors
- Gather data on keyword rankings, backlink profiles, social media engagement, and traffic sources
- Deliver a report with actionable insights and strategic suggestions
Typically, initial data gathering may take 1–3 weeks depending on your industry and number of competitors. The resulting analysis and recommendations can take another week to compile into a usable strategy.
Key Takeaways for Business Owners
Many guides to hiring a digital marketing agency focus only on price or service offerings. But the real value lies in attention to detail—especially when it comes to competitor analysis.
You should walk away from any marketing consultation with insights into:
- What your competitors are doing well
- Where your digital presence is falling short
- What small (or large) changes can make a big impact
Most importantly, never accept a marketing plan that lacks competitor research. Without it, there’s no proof of concept. If your competitors are already winning, your team should either adopt similar tactics or strategically differentiate your business based on data.
By collaborating with experienced professionals like Stuart Kerrs, you gain not just services—but a marketing partner who understands the competitive landscape and how to navigate it effectively.