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What I Do

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This year I was the marketing sponsor for Sterling Women, a business networking group based in Northern Virginia. In this video, leader Cindy Battino and I chat about what Kurtz Digital Strategy does.

This pandemic year has brought highs and lows both personally and professionally. But, I am grateful for my business network for helping make it all work!

The Right Stuff for Your Digital Marketing

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Where should you be online?  That’s a question that every business needs to answer as they develop a digital marketing strategy. There is no one right answer for all businesses. Here’s how you can find the right places for your brand.

Google Yourself

Know it or not, your brand likely has a presence online. Anything you have done online creates a digital footprint.

Start your research by Googling yourself to see where you are already online. Working with your existing online presence can give you good momentum online.

Understand Your Customer

Part of understanding your customer is knowing where they spend their time online. You also need to know what influences their purchasing decisions. That insight tells you where you need to be marketing.

Customer awareness will also give you insight into what to share in your marketing. You need to speak to your customers needs and interests. That helps you understand the forms your marketing needs to take to be effective.

Know Your Strengths

Your strengths are another important factor in deciding where to market online. If you love to create video, then video channels are going to work well. If you don’t like to write, a blog may not be for you. Your comfort and agility with your own marketing will influence perceptions of your brand. Focus on the channels that reflect you best.

How to Approach a Website Competitor Analysis

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Before you get to the fun stuff like colors and images, your website project should start with a competitor analysis. You need to understand the market and your place in it.

Researching what competitors are doing is an essential step in your business strategy. When you conduct a competitive analysis, you evaluate your competitors to understand their strengths and weaknesses and use that to inform your online strategy.

By looking at your competitors, analyzing how they sell, and monitoring what’s said about them, you’ll also be able to anticipate the market. It will help you to build a web presence that engages your audience.

Fundamental Elements of a Competitive Analysis

Competitive analysis research could easily grow into a full-time job, so it’s important to set parameters while making sure the basics are covered.

Benchmarking SEO

Start by typing your company’s name or industry into Google. The results page will show you what else people search for under those terms, which could include other companies. It’s these companies that you should look into if they’re not already on your list of competitors.

When you conduct this search, you’ll also see  terms related to your business. These could be good keywords to include in your website’s content. These terms – keywords – are words that people use when searching for your products or services.

Tone and brand voice

Look at how your competitors present themselves. The way content is presented sets the tone and voice. Customers use this to judge who to buy from.

Content strategy

Building an audience involves more than just publishing a website. Understanding where competitors are sharing information online will show you what your audience expects.

Conducting a successful competitor analysis

These are just some elements of a successful competitor analysis. You should dig in, go as far as you think you need to in order to inform your business strategy.

Through competitive analysis, you’ll be able to get the measure of the market and use that information to help your site stand out and get noticed.