This document outlines 8 key characteristics that competitive research should examine: 1) Price, 2) Product Description and Image, 3) Email Subscription, 4) Mobile Optimization, 5) Social Media, 6) Interaction with Clients, 7) Value Proposition, and 8) Call to Action. For each characteristic, it provides questions for evaluation such as how prices, descriptions, and interactions compare to yours as well as details about social followings and calls to action.
The seven principles of persuasion by Dr. Robert Cialdini
The Top 8 Characteristics B2B Competition Research Should
1. The Top 8 Characteristics
B2B Competition Research
Should Identify
What to look for in your competition research
2. With B2B competition research, you evaluate your
competitors’ strengths and weaknesses.
Image Credit: OWNI.EU
3. With B2B competition research, you evaluate your
competitors’ strengths and weaknesses.
Here are eight characteristics your competitive research
should zero in on.
Image Credit: OWNI.EU
6. #1 Price
How do their prices compare to yours?
Is the pricing part of their brand identity?
7. #1 Price
How do their prices compare to yours?
Is the pricing part of their brand identity?
Have their prices changed in the past?
Are there any anticipated changes on
the horizon?
9. #2: Product Description and
Product Image
How do they describe their products?
Image Credit: 2Quick.com
10. #2: Product Description and
Product Image
How do they describe their products?
What images do they use to convey the value of their
products?
Image Credit: 2Quick.com
11. #2: Product Description and
Product Image
How do they describe their products?
What images do they use to convey the value of their
products?
What images do they use in ads, on their websites, etc.?
Image Credit: 2Quick.com
13. #3: Email Subscription
Are they reaching out to leads through email?
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14. #3: Email Subscription
Are they reaching out to leads through email?
What is their subscription offer? A newsletter? Blog updates?
Image Credit: Cre8tive Nerd
15. #3: Email Subscription
Are they reaching out to leads through email?
What is their subscription offer? A newsletter? Blog updates?
What does their subscription form look like?
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16. #3: Email Subscription
Are they reaching out to leads through email?
What is their subscription offer? A newsletter? Blog updates?
What does their subscription form look like?
What questions does it ask?
Image Credit: Cre8tive Nerd
21. #5: Social Media
What social networks do they use?
How many followers do they have?
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22. #5: Social Media
What social networks do they use?
How many followers do they have?
What do they post about?
Image Credit: GraphicsFuel
23. #5: Social Media
What social networks do they use?
How many followers do they have?
What do they post about?
How frequently do they post?
Image Credit: GraphicsFuel
26. #6: Interaction with Clients
Do they provide website forms for feedback?
What tone do they use with their clients?
27. #6: Interaction with Clients
Do they provide website forms for feedback?
What tone do they use with their clients?
Do they have a preferred means of communication with
clients (e.g., chat, email, phone number)?
30. #7: Value Proposition
What do they emphasize as their product’s primary value?
What problems do they claim to solve?
31. #7: Value Proposition
What do they emphasize as their product’s primary value?
What problems do they claim to solve?
How do they try to reach out to those that need their
solution?
32. #7: Value Proposition
What do they emphasize as their product’s primary value?
What problems do they claim to solve?
How do they try to reach out to those that need their
solution?
What difference do they cite that sets them apart from their
competition?
34. #8: Call to Action
Do they have an obvious call to action on their website?
35. #8: Call to Action
Do they have an obvious call to action on their website?
Is it obvious what action they want a visitor to take?
36. #8: Call to Action
Do they have an obvious call to action on their website?
Is it obvious what action they want a visitor to take?
Is it obvious what will happen when the visitor takes that
action?