- Why LinkedIn Competitor Analysis is Critical<\/a><\/li>
- Where Do I Check?<\/a>
- Internal Lists<\/a><\/li>
- The Simple Search<\/a><\/li><\/ul><\/li>
- What Do I Check?<\/a>
- Profile Optimization<\/a><\/li>
- Posts and Activity<\/a><\/li>
- Company Pages<\/a><\/li>
- Outreach<\/a><\/li>
- How Do They Reply?<\/a><\/li><\/ul><\/li>
- Competitor Analysis Away From LinkedIn<\/a>
- Their SEO<\/a><\/li>
- Facebook Presence<\/a><\/li>
- Website Appeal<\/a><\/li>
- The Actual Product or Service<\/a><\/li><\/ul><\/li>
- Takeaways<\/a><\/li><\/ul><\/div><\/div><\/div>\n\n\n
Why LinkedIn Competitor Analysis is Critical<\/h2>\n\n\n\n
The business landscape is not what it used to be.<\/p>\n\n\n\n
Here\u2019s something that I learned earlier on in life:<\/p>\n\n\n\n
\u201cIf you don\u2019t adapt, you die.\u201d<\/p>\n\n\n\n
Successful organizations have learned to adapt quickly to the ever-changing needs of their prospects, and you can only adapt if you understand the market and the different players in it.<\/p>\n\n\n\n
Competitor analysis equips organizations with the information they need to navigate today\u2019s markets.<\/p>\n\n\n\n
- Helps With Market Positioning<\/strong> \u2013 competing for the same audience or demand can oversaturate the market and it can make closing sales next to impossible. By analyzing your competition, organizations can properly position their goods in the market and develop their USPs even further.<\/li>
- Understand the Market Better <\/strong>\u2013 are there posts that are trending on your competitor\u2019s pages? What sort of messaging are they focusing on? Do they have an active outreach campaign? Understanding the answers to these questions allows you to have a better grasp of the market that you\u2019re in.<\/li>
- Keeps You Up to Date<\/strong> \u2013 identifying a trend earlier on makes it easy for you to take advantage of it. It could be a new type of post, product or service variation, or even what new type of products being released. My rule on trends is simple, you either create it or learn to benefit from it.<\/li>
- Provides a Benchmark <\/strong>\u2013 keeping track of competition gives you a good benchmark of how you\u2019re doing and where you should be reallocating your marketing resources. This helps determine if you\u2019re doing an efficient job.<\/li><\/ul>\n\n\n\n
But, here\u2019s the caveat.<\/p>\n\n\n\n
I\u2019ve seen a lot of people get so caught up with competitor analysis that they fail to stay original in their own light.<\/p>\n\n\n\n
Keeping a tab on the competition should not distract you from running your own organization.<\/p>\n\n\n\n
It should only serve as a guide.<\/p>\n\n\n\n
Use it as information, inspiration or as a benchmark, but don\u2019t let it dictate your next actions.<\/p>\n\n\n\n
You have to be proactive with the information instead of being reactive.<\/p>\n\n\n\n
At the end of the day, you\u2019re still in control of the show, and you don\u2019t have to do everything that they\u2019re doing.<\/p>\n\n\n\n
Where Do I Check?<\/h2>\n\n\n\n
Internal Lists<\/h3>\n\n\n\n
Regardless if you\u2019re new or old in the industry, you\u2019ll have a list of competitors that are after the same markets as you are.<\/p>\n\n\n\n
The first people you want to check out are these guys.<\/p>\n\n\n\n
If you know about them, there\u2019s a fair chance that they\u2019re popular in the industry and your prospects know about them as well.<\/p>\n\n\n\n
For competition that\u2019s on a larger scale than you, pay attention to what you think they\u2019re doing right on the platform.<\/p>\n\n\n\n
If it\u2019s competition that\u2019s about to catch up, you might want to reexamine what you\u2019re doing to compare it to their more successful campaigns.<\/p>\n\n\n\n
The Simple Search<\/h3>\n\n\n\n
Another place to look for your competitors is through LinkedIn itself.<\/p>\n\n\n\n
Pull up LinkedIn search.<\/p>\n\n\n\n
Now type in the keywords that you want to rank for.<\/p>\n\n\n\n
If they did a good job with their LinkedIn SEO, they should appear higher in the LinkedIn search engine.<\/p>\n\n\n\n
To learn more about LinkedIn SEO, check out our extensive guide here<\/a>.<\/p><\/blockquote>\n\n\n\n
Although LinkedIn also suggests people and pages depending on other factors, you\u2019ll find that a basic LinkedIn keyword search will help you determine who\u2019s on top.<\/p>\n\n\n\n
This quick search will help you figure out who else is competing in your domain.<\/p>\n\n\n\n
However, you might have competition that won\u2019t appear in these search result if ever they\u2019re after different keywords on the platform.<\/p>\n\n\n\n
What Do I Check?<\/h2>\n\n\n\n
Profile Optimization<\/h3>\n\n\n\n
At BAMF, we always highlight profile optimization because it is one of the most critical aspects of your marketing and branding on the platform.<\/p>\n\n\n\n
Your profile helps with your LinkedIn SEO, acts as a landing page on the platform, and \u2013 if you were working to converting an inbound lead \u00ad\u2013 it\u2019s also the first point of contact.<\/p>\n\n\n\n
Now, what happens if someone seems to be ranking higher than you on LinkedIn search?<\/p>\n\n\n\n
You check out how their profile is optimized.<\/p>\n\n\n\n
- Headline \u2013 do they have a better-structured headline? What keywords are they using in their headline? Can you find out who they are and what they do with just quick glance?<\/li><\/ul>\n\n\n\n
Having trouble generating a headline? Use our LinkedIn headline generator<\/a>.<\/p><\/blockquote>\n\n\n\n
- Header Image \u2013 is it a normal photo or is there embedded CTA that turns the header into advertising banner just like what we do here at BAMF? Remember, your header contains a valuable amount of screen real estate.<\/li>
- Summary \u2013 The summary is another great place for conversions and is often used for keyword optimization. Check out how their keyword placement is.<\/li><\/ul>\n\n\n\n
Also, consider how the summary was written, does it tell a story or is it just plain marketing?<\/p>\n\n\n\n
- Profile Photo \u2013 Check if their profile photo paints them as a person that is deserving of trust, or if it looks friendly and inviting. You might want to match yours with that.<\/li>
- Experience \u2013 The experience section is something that we have covered in the past because it is a great place to organize your links and provide prospects with social proof. Examine how your more successful competitors have used these sections to promote themselves.<\/li><\/ul>\n\n\n\n
Their profile gives you a lot of clues on how they want to project themselves to the world.<\/p>\n\n\n\n
Posts and Activity<\/h3>\n\n\n\n
Someone\u2019s activity on LinkedIn can paint you an even better picture who a person is.<\/p>\n\n\n\n
You can probably size someone up based on their profile, but getting to see how they interact, engage, or put out information can help you get inside the head of your competitors.<\/p>\n\n\n\n
Call it clich\u00e9, but getting into the head of the competition allows you to figure out what they\u2019re doing.<\/p>\n\n\n\n
Check out who they\u2019re following, what types of content they engage with and if they comment often.<\/p>\n\n\n\n
![\"\"](\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/Houston-Golden-Activity.png\")
<\/figure>\n\n\n\nWhen you spend a little time checking out what they do on LinkedIn, you can assess if you should be increasing your interactions on the platform, too.<\/p>\n\n\n\n
You can use this information to identify topics that you should be following or posting about, products or ideas that you should be focusing on, and people that you should be following.<\/p>\n\n\n\n
Company Pages<\/h3>\n\n\n\n
Looking for more information about an organization?<\/p>\n\n\n\n
Check out their official company page.<\/p>\n\n\n\n
\u00adLearn how to optimize your company page<\/a> with our detailed guide.<\/p><\/blockquote>\n\n\n\n
You can find out about their new product releases, and check out what types of posts they put out.<\/p>\n\n\n\n
![\"\"](\"http:\/\/bamf.lovelacecreative.co\/wp-content\/uploads\/Mailchimp-Company-Page.png\")
<\/figure>\n\n\n\nThis way your own organization can gauge if they\u2019re putting out the same amount of effort into the content release.<\/p>\n\n\n\n
Also, if you have a premium account on LinkedIn, you can check to see more details about their organization.<\/p>\n\n\n\n
Outreach<\/h3>\n\n\n\n
If you can get ahold of marketing material that\u2019s intended for outreach from your competitors, then that would be absolutely great for your analysis.<\/p>\n\n\n\n
However, that could be extremely hard to pull off unless you knew someone that was marketed to such as a loyal customer of yours.<\/p>\n\n\n\n
If you have friends in the industry that could be potential targets of outreach, you could reach out to them, but alternatively you could just move to the next section.<\/p>\n\n\n\n
How Do They Reply?<\/h3>\n\n\n\n
If you\u2019re curious on how they onboard leads, get a friend of yours to message them showing interest.<\/p>\n\n\n\n
You want to avoid doing this from your own profile because there is a high probability that they\u2019ll find out what you\u2019re doing and skew the results of your research.<\/p>\n\n\n\n
(Make sure it\u2019s someone that\u2019s not connected to you. You get the drill.)<\/p>\n\n\n\n
By checking out how they reply to a prospective buyer, you can assess how they communicate with and onboard clients.<\/p>\n\n\n\n
This is really helpful if you\u2019re first starting out, but it can also serve as a guide on how you can differentiate your outreach.<\/p>\n\n\n\n
Another thing that you should watch out for is how long it takes them to get back to you. If you find that they reply faster, it might be worth stepping up your game in terms of response time.<\/p>\n\n\n\n
Remember customer service plays such a critical role in conversions that\u2019s why we see the prevalence of bots that assist with customer queries in most landing pages and websites today.<\/p>\n\n\n\n
Competitor Analysis Away From LinkedIn<\/h2>\n\n\n\n
Here\u2019s what.<\/p>\n\n\n\n
Just because your focus is on LinkedIn, don\u2019t forget that competitor analysis in the digital realm also includes other platforms.<\/p>\n\n\n\n
If you have the time for it, make sure that you check out how your competitors are doing on other places as well.<\/p>\n\n\n\n
This makes your analysis more holistic and it also helps you understand what you\u2019re really up against.<\/p>\n\n\n\n
Remember to check out what your competitor is doing with:<\/p>\n\n\n\n
Their SEO<\/h3>\n\n\n\n
There are a lot of tools that can help you out here and there are a lot of factors that you can consider.<\/p>\n\n\n\n
There is the possibility that the organization that is ranking first on Google search isn\u2019t doing as well on LinkedIn or vice versa. So, take note of this.<\/p>\n\n\n\n
If you find a competitor doing well on both LinkedIn and Google search, you want to take a closer look. These are organizations that are doing things right.<\/p>\n\n\n\n
Here are a couple of factors that you should consider:<\/p>\n\n\n\n
- Are they focused on local or organic SEO?<\/li>
- What keywords are they ranking for?<\/li>
- How are they optimizing their on-page titles and headings?<\/li>
- Check out their schema<\/li>
- What other keywords are they ranking for?<\/li><\/ul>\n\n\n\n
There are over 250 factors that can affect a website\u2019s ranking, but you don\u2019t have to be an SEO expert to figure out if they cover their major bases.<\/p>\n\n\n\n
Facebook Presence<\/h3>\n\n\n\n
We often use Facebook to complement our LinkedIn activities because if you can reach them on LinkedIn, they\u2019re most likely to have the former.<\/p>\n\n\n\n
On Facebook you want to see how many followers they have in their groups or pages.<\/p>\n\n\n\n
- Understand the Market Better <\/strong>\u2013 are there posts that are trending on your competitor\u2019s pages? What sort of messaging are they focusing on? Do they have an active outreach campaign? Understanding the answers to these questions allows you to have a better grasp of the market that you\u2019re in.<\/li>
- Facebook Presence<\/a><\/li>
- Posts and Activity<\/a><\/li>
- The Simple Search<\/a><\/li><\/ul><\/li>
- Where Do I Check?<\/a>
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