Category: competition

How To Do A Competitor Analysis In 2021

Unless you are running a monopoly, your business is highly likely to operate in a competitive market. An effective competitor monitoring strategy is an integral part of running a business. It helps a business to adapt to changes and developments in the business environment it operates in.

• Monitor Emerging Threats
• Stay Informed About Their Content Strategy
• Learn From Their Mistakes
• Adapt To Market Needs

Competitor analysis involves the evaluation of the marketing strategies adopted by the companies that operate in the same market as your business. You might be wondering if monitoring your competitors is worth the effort and resources.

Why Do Competitor Analysis?

Monitor Emerging Threats

A shift in market dynamics may or may not work in your favor, which makes monitoring the market an essential task for you.

The entry of a new competitor or a merger between two competitors can have major consequences in shaping market trends. Such consequences may not always involve the number of players in the market. The introduction of new products by competitors that can affect the need for your product or service can pose a significant threat.

Staying uninformed of major shifts in the market puts you on the verge of losing your market share. Analyzing your competitors allows you to stay informed about these abrupt shifts in the market. If you notice an abrupt change in the market early, it gives you enough time to adjust your strategies and countermeasures.

Stay Informed About Their Content Strategy

Competitor analysis is particularly important in crafting your content marketing strategy. You might have to wait for a quarter or more to understand how you compare with a competitor in terms of revenue. But monitoring content strategy requires real-time updates.

To get an overall picture of their content marketing plan, you need to monitor the specifics first. This includes monitoring the topics, frequency, length, and tone of their content. You also need to monitor the mediums they are using to distribute their content and how they are engaging with their audience in these mediums. This can help you gain the perspective of your competitors on how they want to engage with their customers.

Moreover, this allows you to identify gaps in their strategies and leverage these gaps to gain an upper hand over your competitors.

Learn From Their Mistakes

Monitoring your competitors allows you to turn their failures into your pillar of success. Analyzing competitors also involves analyzing their customers. This means you can stay updated on how customers are reacting to their strategies or how prospects and customers are discussing their product or service online.

Analyzing customer feedback provides you an opportunity to redirect unhappy customers of your competitor to your brand. This simple tactic can prove to be very effective and directly lead to sales.

You can also focus on the aspects of the product or service that your competitor’s customers prioritize over others. This can be especially helpful if you are planning for a product extension or launching an entirely new product category.

Competitor monitoring is also essential when you are setting a performance benchmark for your product or service. Proper benchmarking gives you an accurate picture of your position in the market concerning your competitors.

Adapt To Market Needs

A competitive market witnesses frequent changes and shifts in market dynamics. The ultimate goal of any business in such a market is maximizing profit by performing better than its competitors. To gain this advantage, businesses need to be flexible and adapt to these changes in a way that suits them the most.

Adapting to market disruptions and changes in demand requires an efficient competitor monitoring strategy. It is essential to monitor how your competitors are reacting to the changes in the market before proceeding with your strategy.

Therefore, to improve the responsiveness of your business strategy, first, monitor what others are doing, then adjust your strategy to adapt to changes better than them.

How To Monitor Your Competitors

Now that you have understood the importance of doing competitor analysis, let’s guide you through the process.

1. Pick The Right Competitors.

To get an accurate picture, you need to identify who your competitors are. There may be brands that are similar to you but don’t cater to your target customer group.

Competitors can be broadly divided into two groups: direct and indirect. Direct competitors operate in the same geographical region as you do and offer products or services that can directly serve as an alternative to the one you are offering. While an indirect competitor offers a product or service that is not of the same type as yours but solves the same problem of the customers that your product or service does. It is important to understand the difference between these two types of competitors for crafting an optimum competitor monitoring strategy.

Your primary focus your monitoring strategy should be your direct competitors. Because they are the easiest alternatives that your customers have if they are dissatisfied with your product for any reason.

This doesn’t imply that you should ignore the indirect competitors. In a flexible business environment, your indirect competitors can adopt a new product development strategy and choose to enter the market that you are directly competing in. This is why you need to stay updated on the latest trends among your competitors and adjust your marketing and product strategies accordingly.

2. Choose What Strategies To Monitor.

Ad Campaigns

Monitoring the ads of your competitors lets you identify what offers or messages they are using to reach the audience.

Analyze what is working for them and what is not. This will give you a head start before launching your ad campaign.

Besides, you can also identify the keywords they are using in their ad campaigns, which can play a big role in their search engine marketing strategy. After you have gathered enough insights, you can then craft your ad campaign using Google Ads and/or Facebook Ads depending on your preferred channel.

Tracking competitor ads manually is a daunting task. Which is why you need an efficient tool to do the work for you. Competitors app lets you discover and monitor the Pay Per Click (PPC) campaigns of your competitors. You can also see on your timeline when a competitor runs Facebook ads.

Keyword Ranking

It is essential to have a higher keyword ranking than your competitors. You need to identify the ranking of your competitors for competitive keywords and try to analyze what keywords they are aiming to rank for.

If you are looking to rank for a less competitive keyword yourself, the first step is to monitor how many of your competitors are doing the same. Competitors app lets you monitor the keyword rankings of your competitors at all times. With insights about the ranking of your competitors at your disposal, you can make the most out of your SEO strategy.

Website Changes And SEO

Monitoring your competitors’ website can keep you informed about your competitors’ strategy and allow you to set yourself apart from your competition.

You can also identify the changes in the website design or tone in their messages that are getting a positive response from the audience, and incorporate these features on your website, if suitable for your brand. Besides website changes can include significant factors such as pricing changes, which is crucial to be aware of in a competitive market.

While tracking website changes, notice the keywords that your competitors are targeting and the backlinks they are generating.

Due to the fast-changing nature of SEO, it is essential to have the latest updates about your competition. Competitors app sends you notifications every time a change is made on a competitor’s website and makes sure you are aware of your competitors’ actions in real-time. This includes changes to Call-To-Action (CTA) buttons, pricing, new features/integrations, sales offers, etc.

Social Media

Tracking the social media activity of your competitors allows you to understand how they are engaging with the customers and what content is gaining traction among the audience.

Besides, social media is also a trending platform for brands to employ unique promotional strategies that suit specific social media handles. For example, the Instagram “Stories” and Facebook “Day” are essentially the same feature, but promotional content works better on Instagram stories because of a relatively younger audience.

You can also monitor hashtags relevant to your brand, and track how they are performing. Identify what hashtags are trending and which ones are your competitors using to reach a wider audience.

Competitors App lets you monitor the social media handles of your competitors on Facebook, Instagram, and Twitter. It will provide you reports on the latest data on your competitors’ social media reach and engagement. You can set a custom alert frequency and receive alerts on the social media activity of competitors.

Blog Content

One way to assess the strength of your competitors’ content strategy is by analyzing their best performing content. This can be particularly useful while monitoring your direct competitors.

Monitoring blog content can also be combined with social media activity tracking, as brands tend to integrate both mediums to generate maximum engagement. Track how each blog content shared on social media handles performs in terms of reach and engagement.

If you are looking for a tool that will keep you updated in real-time, Competitors app can be the perfect fit. You will receive notifications every time a competitor posts new blog content and/or shares a blog post on social media handles.

Newsletters and Email Marketing

Subscribing to the newsletters of your competitors keeps you informed about what customers are receiving from other players in the market. It will also allow you to understand their email marketing strategy and how it drives conversion for your competitors.

You can identify what strategies they are adopting to stand out among the huge number of emails an average user receives. Like any other promotional channel, compare your email marketing strategies with that of your competitors and look for loopholes. This is an essential step in gaining a competitive advantage.

But tracking every email of your competitors is no easy task. Especially when you have your email campaigns to work with. With Competitors App you will receive a notification each time a competitor sends an email to their customers. You can analyze each of the emails and track their email marketing strategies.

3. Use The Insight To Gain An Advantage Over Your Competitors.

You identified your competitors, monitored their strategies, actions, customer engagement, and obtained enough information to work with. But your job is far from over. After you have collected enough information, it is essential to turn the information into insights.

Raw information about your competitors will not give you the upper hand over your competitors, insights will.

Use the insights to identify market opportunities that arise from the gaps in your competitor’s strategies. Identify the market trends that you are aware of, but your competitors are not, and take full advantage of your knowledge.

If you plan to expand your product or service line, take notes from the success and failure of your competitors and the unfulfilled needs of their customers.

Conclusion on how to do a competitive analysis

Competitor analysis is an ongoing process for your business. Not only does it help you stay aware of your business environment, but also lets you avoid making mistakes by learning from your competitors.

Monitoring your competitors will help you refine your strategies in marketing, sales, product development, and public relations. Tracking all of your competitor information at once can be hectic. Competitors app lets you track your competitors’ marketing strategies on different channels by committing as little as 5 minutes a week! You will receive daily and weekly reports on the activity of your competitors which keeps you updated on the latest changes occurring in the market.

Sign up for Competitors app now by creating a free trial account!

3 Reasons to Monitor Your Competitors’ Ads

The Google Search results page is a highly competitive marketplace, and spying on your competitors’ Google Ads helps you to see precisely how they craft their pay-per-click (PPC) campaigns and understand what they’re up to. Those insights are helpful when you build a campaign and are also useful as your campaign continues to run.

Plus, there’s nothing wrong with doing a little investigation of your competitors’ actions on different channels – in fact, it’s a “to-do” step on your plan before starting to create your business’ strategies.

Why is it important to monitor competitors?

When it comes to Google Ads, monitoring your competitors allows you to know when your direct competitors are launching a new Google Ads search campaign, so you’ll plan your further steps and respond to keep your ad and brand visible. Plus, by knowing how and when competitors plan and launch their Ads, you can gather valuable insights that will help you to build effective campaigns for your brand so that you can compete against rival businesses.

Spying on competitors’ Ads shouldn’t be a challenge or a time-consuming task. You can always use monitoring tools that automatically track competitors’ Ads for you so you can easily spot when competitors’ are launching new campaigns on Google when they are using new keywords or what their Ads’ message. Also, by tracking competitors’ Ads, you find out whether competitors are sending potential users/customers to a tailored landing page focusing on specific keywords.

But let’s dive deeper into the topic and see the top four reasons to monitor competitors’ Ads:

Reason 1: Monitoring competitors’ Ads helps you find new keywords

If you’re using the right keywords for your business, then your PPC campaigns will be successful. In fact, keywords are the solid foundation of each PPC campaign – so you need to make sure you’re using the good ones for your domain.

When building a new campaign from scratch, it can be a challenge to find an initial keyword list for your business, right? Automatically tracking competitors’ Ads gives you insights on their keywords, as well as details on their Google Ranking positions, so you’ll know exactly how to craft your campaign taking into account comparable data and having in mind what is your actual position on Google and what efforts can be done to overcome competitor’s positions and strategies.

Also, even if you have a list of keywords that you’re regularly using, you might be missing out on new keywords that did not come up into your mind the moment when you build your campaign – keywords that your competitors use at the moment. So you can get inspired by your competitor’s keywords that are relevant to your campaign and add them for your strategies.

Let’s take Asana’s Ads, for example. The brand is very active on Google Ads, with more than 20 Ads launched over the last week. Automatically tracking competitors’ activity on Google Ads gives you an insight into each competitor’s Ad – so you can discover the ad copy, the campaign’s keyword, and the current position on Google.

Reason 2: Monitoring competitors’ Ads helps you to write better ads

Keeping an eye on your competitors’ PPC campaigns helps you to write better Google Ads. We all know that a great ad copy can drive tons of traffic, so if the ads stand out and get clicked, then the campaign’s results will improve. Overall, a powerful ad copy will boost your ad click rates and conversion rates – that’s why you need to master your writing. One way to improve your copy performance is to spy on your competitor’s ad copies and see what works for them and how they write their ad copies.

Analyze all competitors’ Ads gathered on your timeline and answer a couple of questions to understand your business rivals tactics: Are your competitors using numbers? Are they offering discounts? Do they focus on the customer’s needs? Do they make things personal? Are the ad copies super specific?

For example, if a competitor mentions a lower price in their ad or a special offer, as seen below, then you may want to advertise a better offer to overcome his deal and to convince people to click through.

Also, you can discover if your competitors are using catchy words like “Free”; “Now” or if they use power words like “you” to enhance ad performance?

Regardless of the answer, you need to know what ad copy your competitors are using to write ad copy that stands out from the competition and convinces people to click on your ads. You can see what works for your competitors and get inspired by their ad copies and writing tactics.

Reason 3: Monitoring competitors’ Ads helps you to improve your landing pages

The third reason to automatically track your competitors’ Ads is to improve your conversion funnel. Spying on your competitors’ landing pages allows you to discover how they’re converting traffic, which in turn can help you improve your conversion funnel and effectively promote your business.

Also, you might want to know if your competitors are creating tailored landing pages for their leads, focusing on specific keywords. You can get inspired by your competitors’ efforts and see what could work for your case, so you can apply the same receipt for your strategy.

For example, a competitor can send directly to a product/service, after catching the customer’s attention with a powerful ad copy, underling the discounted price. Once the lead lands on the landing page directly from the Ads, there’s a high chance that he’ll make a purchase decision – so you need to understand where your competitors are directing their Ads.

In conclusion, it’s important to focus on your competitors’ Ads while researching your competitors. It’s useful to discover which relevant keywords they are using, how often they are launching new Ads and how they are crafting their ad copy, what information do they share, or what call to action that could trigger a lead’s interest.

SIGN-UP for a trial period to start tracking for free all competitors’ Ads and improve your PPC campaigns.

Competitive Intelligence Apps To Try in 2020

Building and maintaining a competitive advantage is a challenge, especially in today’s fast-moving business world and in such a highly competitive landscape. To succeed in the digital market, you have to bring value, stay relevant, and have 360 degrees-vision around you to capture every move that can influence the trajectory of your business. That means you have to keep an eye on your competitors’ actions and to know what they are up to.

You also need to figure out how to be one step ahead of them and what are the steps to be done to overcome them – so you might want to use competitive intelligence apps to get to know what your competitors do online without wasting precious hours of manual research behind their website or Social Media channels.

Why use competitive intelligence apps

Competitive intelligence apps help you to screenshot your competition’s actions on different channels, as website, Social Media, Ads., and give you an idea of their digital marketing strategies. By tracking your competitors’ moves, you’ll get to know important details as to how they execute SEO, what they post on Social Media, how often and on which particular channels, when they launch Ads, what’s their email marketing strategy and much more.  By analyzing all competitors’ data, you’ll figure out how to build a strong competitive advantage for your business. In short, you’ll learn how to maintain your service/product on the top of the heap.

In case you’re still wondering if you should or not use competitive intelligence apps to get to know what are your competitors doing online, here are the :

Top 3 reasons why you NEED to use competitive intelligence apps:

1. Competitive intelligence apps help businesses to capture – analyze – take action in different fields and departments, including marketing, sales, content, product development. Marketing can gather valuable data about their competitors’ marketing strategy, including Social Media strategy, Email Marketing strategy, Advertising tactics, and more. Sales can use competitive intelligence monitoring apps to track competitors’ website changes, as price changes, use cases, and more. Also, competitive intelligence apps are useful for product teams because they can provide information on product features, add-ons, etc.
   

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2. Competitive intelligence apps help you to anticipate competitors’ actions in the future. Collecting and analyzing your competitors’ strategies consistently during a period allows you to understand their strategy and tactics better and makes you aware of their future steps. For example, using competitor monitoring apps allows you to track competitors’ emails and newsletters so that you can learn about their future launches, new features releases, and more.
   

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3. Competitive intelligence apps help you to uncover new opportunities for your business – strategies, and tactics that you didn’t even think of yet. By using competitor monitoring apps, you can identify new keywords for your PPC campaigns, and you can improve your content strategy based on their example, case-studies, etc. In short, you can see what your competitors are doing better, so you can get inspired by their success.

Without a doubt, competitive intelligence tools will help you conduct advanced market research – so it’s essential to find the ones that are useful for your business so you can start gathering valuable insights into competition’s strategies. Using competitor monitoring apps helps you to identify and analyze the competitive landscape of your industry, so you understand better the specifications of the market and your business’ position. Capturing those valuable insights is essential for your company’s growth. 

With so many competitive intelligence apps on the market, let’s see a top of Competitive Intelligence App to try in 2020. These competitors monitoring apps that help you to track competitors’ actions automatically and to build a strong competitive advantage in 2020.

1. Competitors App

   Competitors App is a competitor monitoring app for tracking competitors’ marketing strategies on different channels. The app track competitor website changes as price changes, SEO changes, but also monitors emails, newsletters, blog posts, social media posts, keywords, & ads. Users receive daily and weekly reports with competitors’ activity, so keeping up with competition’s moves takes less than 5 minutes/week.

   Pricing: $9,90/competitor/month for the Flexible Plan (single user account) and $14,90/competitor/month for the Agency Plan (multiple users’ account; white-label feature for direct reporting; export data; reviews and more).

   SIGN UP FOR THE 15-DAYS TRIAL PERIOD

2. App Follow

   This competitor monitoring app allows you to gather and manage apps and game data, increase app conversion rate, app store rankings, and app user loyalty. The tool monitors critical app metrics all in one place — reviews, ratings, keywords, downloads, and revenue.

   

   Pricing: From $55 /month to $191 /month.

   SIGN UP FOR THE 15-DAYS TRIAL PERIOD

3. Brandwatch Audiences

   With Brandwatch Audiences, you can analyze and get some great insight by looking at the people who follow your competitors on social.  The tool provides consumer insights and market trends by analyzing conversations across multiple platforms.

   Pricing: Contact vendor for pricing details.

   Brandwatch does not offer a free trial.

4. PricefyiThe competitor monitoring app tracks competitor prices and available stock automatically and reports this in a web dashboard or email alert. This means you no longer have to check your competitor’s websites continuously manually.https://www.youtube.com/watch?v=vgdm47oyfs0Pricing: from $49/month.SIGN UP FOR THE TRIAL PERIOD

5. Alexa

   Alexa also provides metrics such as daily page views per visitor, bounce rate, time spent on site, and demographics.

   

   Pricing: starts at $79/month.

   SIGN UP FOR THE TRIAL PERIOD

In conclusion, these competitive intelligence apps will get you started collecting competitors valuable information on their online moves on their website, Social Media, and more. Each of these tools will help you to make an idea of your current position on the market, compared to your competitors’ position. At the same time, using a competitive monitoring tool helps you to identify opportunities to grow and to plan your next steps.

Please keep in mind that collecting competitors’ information is not enough to overcome them. After gathering all competitive data, you need to analyze and share that information within your team so you can make better-informed decisions for each of your business sectors.

Trello vs. Asana Marketing Strategies

There’s a big chance to come across Trello and Asana while haunting for the best-fit project management tool for your tasks, isn’t it? Choosing the right project management software for your business can be a challenge, especially in such a competitive market.

Still, today’s goal is not diving deeper into the importance of keeping your team connected and productive with online collaboration tools as Trello and Asana, but to analyze the digital marketing strategies of these two main brands that are competing on the digital stage.

We’ll get a close look into Trello and Asana marketing activities on their websites and Social Media channels to figure out each content marketing strategy, type of posts, and frequency. Also, we will be uncovering Trello and Asana newsletters to see exactly what users are receiving from each brand, and what’s each brand’s focus on Newsletters. At the same time, we’ll get to know how often are Trello and Asana advertising on Google and Social Media and more.

Let’s start to discover and analyze the gathered data!

Trello vs. Asana Website Strategies

Monitoring a website doesn’t have to be a challenge or a time-consuming task – nowadays, with automatic online software, the process of tracking sites and spying on competitors’ changes made on their websites is easier than ever.

When it comes to Trello and Asana’s websites, we analyzed the primary type of website changes that impact the customer experience and bring value to the brand. Those website changes are key updates that can be easily applied to any other website to boost conversion, build brand trust, offer a smooth onboarding process, and more.

Asana focuses on brand trust

Brand trust is a big deal for marketers, especially in 2020, and companies bring on first-line what customers say online about their product or service. According to reports, 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation – so Asana is focusing on gathering happy (and very well-known) customer’s comments on a dedicated page, “Who uses Asana”, underlining the advantages of using the tool.

Trello keeps it simple

While analyzing Trello’s website, the main updates are related to text and changes in SEO elements. It’s clear to notice that the brand wants to “keep everything simple” by delivering their message fast and precise, in as few words as possible.

Crafting a concise but comprehensive way of describing a product/service will help the possible customer to get a quicker idea of what your product/service does.

Also, when it comes to creating the right message for an audience, focusing on your user/customer and underling its main advantage to using your tool will help him to make a final decision and to figure out that actually, your product will satisfy his needs.

As you can see in the example below, “Trello Your Way” – where the focus was more on the brand/tool to was changed to “See What Trello Can Do For You”, focusing 100% on the user’s possible benefits of using the software.

Another insight detail gathered while monitoring a website, in this particular case, spotted on Trello’s website, allowed us to keep updated with the changes regarding the process of logging in on their website. Those kinds of changes are essential in every competitive research – it’s crucial to understand how your competitors are structuring their “Login” process, so you’ll spot the possible changes that you might be missing out to facilitate the onboarding of your possible future users/customers.

As mentioned before, monitoring a website, especially a competitors’ website, can be a source of information for your further steps. Getting to know competition most recently added features, but also pricing changes allow marketers to act quickly to fill an existing gap between the company and its competitors and to build a strong competitive advantage.

In the example below, Trello added new features focused on creating personalized onboarding and priority customer support – features that might not impact the product/service itself. Still, for sure, it has a significant impact on users and future customers.

Trello vs. Asana Social Media Strategies

Analyzing Trello and Asana Social Media activity on different channels gives a better insight into their type of posts, frequency, and detail engagement. As we can notice from the below graphic, over the last four weeks, Twitter is the Trello and Asana’s number one favorite Social Media channel, followed by Facebook and Instagram.

Twitters – most used Social Media channel

When it comes to analyzing the engagement details, Instagram has the most engagement for Trello and Asana, followed by LinkedIn in Asana’s case, and Twitter in Trello’s case.

Let take a closer look and see precisely what Trello and Asana are posting on Twitter, Instagram, Facebook, and LinkedIn.

With more than +83 Twitter posts over the last four weeks, Asana makes its followers part of their journey by sharing the team’s activities. Building a “familiarity feeling” by getting to know trough Social Media pictures the members of a team, in our case Asana’s team, helps to make a connection between the brand and the user/customer, but also builds trust.

Speaking about building a connection with their followers and users – on Twitter, Asana is actively engaging with the audience by replying to feedback, comments, and often offering support.

When it comes to Trello, with an average of 22 Twitter posts per week, the brand “keeps it simple”, concise and funny. Overall, Trello has a clear brand image – and when people already know what your service does, then you can “play” on Social Media as you wish, without the constant need to focus on your product specifications or to remember your public what’s your brand’s goal.

As in Asana’s case, Trello uses Twitter to direct its users to set up their profiles, personalize notifications. Plus, Trello always uses GIFs and emojis to express their messages visually – which makes communication effective, modern, and catchy.

On Instagram, Trello has the most engagement, with an average of seven posts per month – compared with Asana’s activity on Instagram, 21 posts during the last month. The post below was the most viral Instagram Trello’s posts over the previous four weeks. With more 450 likes and 12 comments, Trello succeeds in engaging with its audience by focusing on general situations and contexts applying to a broad public, not only Trello’s users.

The success’s receipt in the post below? A famous quote by a famous philosopher, a general truth with whom many people can “click,”; a question, and a picture that looks like a cozy break in the middle of the week.

Also, on Instagram, Trello shares the team’s moments, but in a quite different way, as seen for Asana’s case. If Asana’s team is more “open” when it comes to publishing pictures of the team’s members, Trello is keeping things more private, by choosing suggestive ways to build a connection with the audience.

Trello vs. Asana Ad Strategies

Uncovering a business’ Ads. is not an impossible task – moreover, digital marketers should use automatic tools to discover each time when competitors are launching new campaigns on different channels, as Facebook, Instagram or Google, so they know exactly how to overcome competitors or how to take advantage of their gaps by planning better PPC campaigns.

Trello’s Ads. on Facebook are short, catchy, and don’t make you think about Trello as a tool to use only for professional purposes, but also for … let’s say more enthusiastic goals as a “trip of a lifetime”. By addressing a general and vast context, there are high chances that a higher public will connect with the Ad. and the end with the tool.

On the other hand, Asana focuses on Facebook Ads. with a personal and familiar touch, by underlining the advantage of using their software.

Tracking competitors’ Ads. allow marketers to discover competitors’ keywords and ranking for each Ad. Having a closer look at Asana’s Google Ads. uncovers the brand’s efforts to rank a higher position for certain keywords, as “best project management platforms” or “easy project management tools”.

In Trello’s case, with only two Google Ads over the last month, the brand succeeds to assure the first position on Google with keywords as “Trello”, but still, trying to touch the first Google position with keywords as “live chat software”.

Trello vs. Asana Email Marketing Strategies

Uncovering competitor email marketing strategies help marketers to know accurately what users/customers receive in their inbox – from discounts, guides, updates news, and more. Asana, for example, sends newsletters regarding the state of tasks, a daily and friendly “Update” to keep you focused on your performance of duties.

Asana sends a daily update of tasks

Trello focuses on onboarding and features

When it comes to Trello’s newsletters, the brand’s email marketing strategies are quite different from Asana’s actions on email. Trello focuses on getting users onboard quickly by providing resources to make sure the new user doesn’t miss a thing of the tool. At the same time, Trello’s newsletters have an educative role, proving tips and tricks on productivity and more.

In conclusion, Trello and Asana are focusing on providing value and building brand trust. There are many techniques to earn your targeted public attention, and all the strategies should be adapted to your own brand identity. Even if your competitors are not using the same path to reach their goals, monitoring their online actions it’s a must –  it helps you to seize the opportunities, fill the gaps and build a strong competitive advantage.

Uncover your competition actions and get to know what you could do better for your digital plans, so you’ll reach your goals before your competitors’ will arrive at the top. SIGN NOW FOR A 15 FREE DAYS TRIAL

Intercom vs Drift vs Zendesk Marketing Strategies

Intercom is huge, Drift is revolutionary, and Zendesk is powerful. Surely, you’ve heard about these tools that worth millions of dollars, and for sure, you’ve probably interacted with at least one of them, or you took them into account while deciding which one will be the best fit for your business.

Without any doubts, Intercom, Drift, and Zendesk have a significant impact on the technology industry, but let’s not forget that, besides their strong position, these three brands are competing on the digital stage.

Let’s break down Intercom, Drift, and Zendesks’ marketing strategies and see examples of how they build their online presence. Also, we’ll analyze, which are the marketing moves that transform these software tools in successful brands, and how they manage to personalize their messages to differentiate their brands from the competition.

We’ll look into their website, Social Media posts, Newsletters to get insights on how Intercom, Drift, and Zendesk craft their content marketing strategies? How active are they on Social Media? Which type of content are they delivering? How do they engage with the audience? In brief, what Intercom, Drift, and Zendesk do to solidify their positioning on the market, and how do they differentiate from competitors?

Intercom, Drift and Zendesk Strategies On Website

Gathering website data of brands or competitors can be a challenge, especially when done it manually. Finding an easy and automatic way of monitoring and capturing websites’ info in a single place can bring valuable insights into brands’ marketing strategies and spot essential changes in pricing, CTA buttons, new language support – key details that can change the path of a business.

Zendesk Events & Meet Ups Agenda

Analyzing the three websites in a single place, I’ve noticed that Zendesk has an Event Agenda on its website, taking the marketing strategies offline by creating meetups and events around the world. On the other site, Drift has created a whole section of reviews called “What Customers Love About Drift,” in which they imported customers’ opinions mainly written on Twitter.

Also, on the review dedicated page, Drift has changed the background of the button “Get a demo”, making it more easy to notice.

Drift Customers Reviews Page

When it comes to a website, there are many ways to increase visibility and gain attention from around the web. Drift dedicated a page with Marketing Case Studies of companies that used them successfully.

Takeaway: Listing on your website reviews from happy and satisfied users/customers will bring value to your product or service and build brand trust among readers and future customers. Don’t forget that customer reviews are one of the most powerful tools available to online businesses – they help eliminate doubts and can dramatically boost conversions.

Intercom focuses on its free trial offer

Another website detail that caught my attention was from Intercoms’ website. The company changed the item’s order on the pricing page, focusing on the “Try for free” CTA button, instead of the price, as it used to be before the change.

Keeping an eye on certain brands’ or competitors’ websites and gathering data can provide you with valuable insights on their current focus, but also future steps. Intercom, Drift, and Zendesk focus on users, and customer experience, underlining the value of each service and allowing the possible customer to figure out the value of the product before transforming it into a customer.

After seeing some top examples of how Intercom, Drift, and Zendesk differentiate their websites, let’s focus on their Social Media channels and have a look at their content.

Intercom vs. Drift vs. Zendesk on Social Media

There’s not a secret anymore – competitors’ content marketing strategies can give you hints or directions on what/when/where you should post. If you are continually gathering competitors’ data and analyzing it, more than 70% of your content marketing strategies can be done by simply watching what your competitors are doing or not on their marketing channels.

What content is publishing Intercom, Drift, and Zendesk on Social Media?

Having an inside look at Intercom, Drift, and Zendesk’s content marketing strategies allows us to make an idea of how those companies consolidate the relationship with their targeted audience, existing, and possible users.

Being customer-focused, creating value, and educate the audience are the main characteristics when it comes to Intercom, Drift, and Zendesk content. Also, they succeed in building a familiar and personal feeling around their messages, wrapping the content simply and straightforwardly way.

Let’s dive deeper and see some examples.

Facebook

For sure, on a daily bases, you see on your Facebook feed, on average, more 50 posts from friends, brands, and more. It’s hard to notice each one of them and harder to reminder at least two after a couple of hours.
Intercom, in the examples above, is introducing its announcement in a general and broader context by underlining statements with which people can relate immediately. They emphasize that creating content for Social Media is not about continually “selling” or “pitching” for your product or service but creating value around it, creating the idea that your product or service it’s the solution for a specific problem, and helping others to succeed.

Plus, being authentic and creating a recognizable visual identity will always help – Intercom visual content is always colorful, playful, meaningful, and easy to spot.

We all know that Intercom, Drift, and Zendesk are regularly organizing webinars, podcasts, and educational content for the audience, right? When it comes to delivering the message, the brands are choosing quite different ways of announcing the events of Social Media, especially from a visual point of view.

Those differences are characteristics of each brand’s identity on social media. For example, Zendesk, as seen above, has a “raw” way of delivering content using in the majority of the time unedited pictures with team members, creating some personal connection with the viewers.

On the other hand, as already mentioned above, Intercom has created an authentic visual image around the brand, a graphic, and a colorful way of showing the story of each post.

Instagram

Taking about showing the “raw” image of the brand, Drift, and Zendesk have a more personal approach when it comes to content on Facebook and Instagram. Drift shares pictures of the team’s members in their spare time, but also team members’ babies, in this way building a sense of community and a personal connection – like sharing something with a family member, or a friend, or a neighbor – I’m sure you got it.

Also, Drift gives a personal touch of each writing, especially on Facebook. The majority of posts are signed by “Jackie”. Moreover, analyzing all Facebook posts gathered automatically on the Competitors App’s timeline, I’ve noticed that Drift is using the most emojis and hashtags.

As personal as Drift, Zendesk shares team member’s pets, anniversary posts, and cakes, and Halloween masks, and cookies again, and … almost everything that deserves attention.

Of course, each brand has a different approach according to the used channel. On Facebook and Instagram, the brands are delivering more relaxed and personal posts, as on Twitter, YouTube, and LinkedIn, a more informal type of content.

LinkedIn

Also, when it comes to Twitter, this seems to be the most used channel to connect directly with users/clients. Zendesk it’s quite active on Twitter, answering user’s questions through re-tweets and making sure everybody using their service is happy.

Twitter

Now that we’ve made an idea of what type of content is Intercom, Drift, and Zendesk posting on different Social Media channels, let’s analyze the gathered data and see some numbers.

As noticed from the graphic, the most-used channel for Intercom, Drift, and Zendesk is Twitter. With more than 3000 Twitter posts during one year, Zendesk is the most active brand on this particular channel. On the other side, Intercom has a more significant number of Facebook posts than his competitors, Zendesk, and Drift.

Let’s take a closer look into engagement details and see on which Social Media channel has Intercom, Drift, and Zendesk reached a higher engagement.

As seen above, Zendesk had reached higher engagement during the last year. The company’s engagement on Facebook is 20 times bigger than Intercom engagement, and 76 bigger than Drift’s Facebook engagement. Of course, to have a realistic perspective over those graphics, we should not forget to take into account Intercom, Drift, and Zendesk’s estimated Social media followers from those channels.

It’s clear to notice that Zendesk has a bigger number of social followers on Facebook and Twitter and bigger changes to get more appreciation from its audience than Drift, for example. To understand how Zendesk is getting its engagement numbers, let’s dive deeper into the most popular two posts from the last 12 months.

This top is automatically generated, taking into account Intercom, Drift, and Zendesk engagement data during the last year. As noticed, Zendesk has pretty much-earned everything in terms of viral posts. The most popular post has, for sure, a hard to beat engagement score.

Zendesk boosted their engagement from a 30-50 rate to 15K by posting candid pictures with Zendesk’s team members’ babies during a “Bring Your Kid to Work Day”. More than 32 shares, over 30 comments with “Sweet”; “Nice” and more than 300 “Love” reactions to the album.

The second most viral post it’s a picture from a Zendesk event hosted in Melbourne. The post has 3000 online appreciations and a powerful catchphrase that resumes entire articles – quite simple, right?

Takeaway: Use images to tell stories quickly and powerfully and get more exposure in the news feed. Plus, children, happy faces, dynamic images look good all the time and are always a safe bet for your Social Media image posts.

Intercom vs. Drift vs. Zendesk on Emails

What Newsletters are sending Intercom, Drift, and Zendesk?

Intercom, Drift, and Zendesk newsletter highlights trending topics in customer support, product management, and startups.

Analyzing closer Drift and Intercom emails sent last month, I’ve spotted one particular email that sparked my interest. Let’s have a closer look at it.

Did you spot Intercom mention in Drift’s newsletter? The newsletter, send by Drift to its users, it features a conversation between a Drift member and a recent customer that has chosen to use Drift because Intercom did not satisfy her expectations. Smart move? Excellent marketing strategy – definitely, a reason to keep an eye on your competitors’ newsletters to spot these kinds of situations that put you in a bad light in front of a big community.

When it comes to Intercom newsletters, the team focuses on creating and delivering pieces of content to educate their customers, help them to succeed and develop on their professional path. With each weekly newsletter, Intercom is launching an issue from business and life context and comes up with the solution, gathered in an article/video/guide. Intercom emails are, without doubts, a source of knowledge, inspiration, and a trusted source of information.

With an average of four emails per month, Drift has a different approach, in a more conversational way, asking for users’ feedback in a, not at all pretentious vocabulary.

When it comes to Zendesk’s Newsletters, the team sends links to webinars and delivers content to help users better use their product and gain knowledge from people from the industry.

At the same time, Zendesk keeps its main characteristic when it comes to crafting messages: being natural, friendly, and developing a personal connexion.

As we could see, Intercom, Drift, and Zendesk’s messaging and style are quite different in terms of tone, approach, and visual content. With a significant impact on the market’s industry, each of those three brands has created a strong and unique image in front of the audience and its’ customers, and they tailored their approach based on their targeted public, business objectives, and brand image.

Keeping an eye on competitors’ actions on different channels will allow marketers/CEOs/business owners to make the right decisions to differentiate their brand and to build an authentic online identity, easy to recognize. Also, watching close competitors’ marketing activities will underline how could you improve your strategies, based on competitors’ data and results.

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