Competitor intelligence is the greatest way to find out what your rival are doing and get some inspiration when they succeed and learn from their mistakes insted of your own. Competitive intelligence generates strategically relevant insights from research and structured analysis, which helps out massively in building your marketing strategy. However, it’s important to choose the right metrics to look at. In this article, you will be able to find a few reasons, why competitors traffic metrics should not be looked at. There is no point at benchmarking with them and here are the reasons:
Not all traffic is created equal
Back around 2003 or 2004, Nickelodeon, the TV network, created this ingenious marketing campaign for the animated show, “Jimmy Neutron Boy Genius” (which my then six-year old son watched faithfully). I found this campaign, and my son’s active participation with it, so remarkable, I wrote an article about it for my newsletter and then posted the article to my website.
Although this was back in the day before social media, blogs and so on, traffic to my website skyrocketed within a couple of weeks. Why? That article was showing up in searches for “Jimmy Neutron game codes.” For a couple of months, I watched this traffic pour in — but ultimately, I made the decision to take the article down. The search phrase “Jimmy Neutron game codes” didn’t exactly align with the keywords used by people looking for a B2B marketing consultant.
High traffic doesn’t always translate into inquiries
ast year, my company conducted a website and marketing audit for a small business owner concerned about the lack of inquiries. Traffic to the website was healthy — over 9,800 sessions a month — because the company was very diligent about creating content.
One of the problems, however, was that 65 percent of the traffic was due to blog posts, and of the hundreds of posts created over the years, four were responsible for 36 percent of overall traffic. While these posts were related to the service offerings of the business, they were also the type of “how to” post where a person could use the information without taking any further action with the company.
Hence, the content wasn’t helping with real inquiries — except the occasional newsletter subscription.
Viewing metrics about your competitors’ website traffic shouldn’t be used as an indicator for deciding how to proceed with your marketing strategy. One, you have no idea if this traffic is “working” or not; two, you don’t know the reasons why the traffic might be higher than yours; and three, the traffic number itself is meaningless because it’s taken out of context.
Ade Camilleri is a leading Internet marketer and Data Marketing Analyst for some of the worlds leading Comapnies with a focus on Tourism, Public Companies, Government Organmisatioons and iGaming. He forms part of the Media Plan group of Copmpanies who provide Digital Marketing Services for iGaming, Tourtism and Fortune 500 Companies.