To analyze competitors, 5-7 key players in your . A segment What to Pay Special with a similar field of activity and price positioning will be enough.
In terms of content history and communication development
- on what content platforms are they post . A social it directors managers email lists networks, third-party. A blogs, PR tools, etc. are use;
- what presence strategy they choose , partnership/paid. A advertising or promotion via external placement (VC, Habr, specialize platforms, federal media/magazines). All this information. A can be found in. A search digital marketing is the act of promoting results. It is also worth paying attention to what kind of articles they are – product, sales, informational, reputational (about the company), press releases, what TOV is use, how they communicate with the audience;
- audit of competitor’s actions , pros and cons of content creation and distribution. We collect all data in a single document for subsequent analysis and determination of the competitor’s losing and successful actions, for example, which information articles took the top positions in search engine results.
Analysis and construction of a portrait of the target audience
Many representatives of B2B companies most often have formed portraits of the target audience, and often even several, but it happens that large executive list companies contact us, in which information is lost when changing a marketer or it is not documented, and it is “kept in the head” by the commercial director.
In this case, we recommend conducting an in-depth interview with current clients, and if this is not possible, then building a hypothetical psychological portrait of the user.
To the basic description of the target audienc
representative, it is necessary to add nuances on interests, marital status, barriers to making a purchase, etc.
For example, we take three segments of the target audience as a basis and develop a portrait for each.
Let us recall that when developing a portrait of the target audience, it is necessary to take into account not only socio-demographic indicators. Fears and pains, information about what the user reads and studies, does in his free time must be described. It is necessary to “dig” as deeply as possible, because all this data will form the basis of the CJM, which we will discuss further.
CJM as a result of research of competitors and target audience
CJM (customer journey map) allows us to track the customer’s path from the first stage of ignorance, when the customer does not even realize his problem, to the stage of sale or upselling.