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Know your competitors

FEBRUARY 20, 2024

Many businesses overlook the importance of knowing their competitors. You can learn new ideas and perspectives, stay on top of your industry and progressively grow your business when you monitor and understand your competition.

a man's hands typing on a laptop for market research

Know the market

Identifying your competitors starts with basic marketing research, such as knowing their products, services and pricing as well as evaluating which companies sell something that competes with you. You’ll also want to know their approach to customer experience and service. 

Other sources for conducting market research includes:

  • customer data

  • website content

  • social media content

  • advertising campaigns

  • industry reports 

  • online reviews 

Using these sources gives you a full picture of your market, your competitors and their tactics. This understanding ensures you stay up-to-date on industry changes, allowing you to develop effective strategies and avoid potential pitfalls.

Stay updated on industry dynamics

Industry and competitor knowledge is the foundation of a solid business plan. You can identify your unique value proposition and market opportunities by using the research you have done on competitors’ products and how they position their brand.  


Studying your competitors’ market strategy enables you to stay updated on industry trends and best practices. Talking with your suppliers and reviewing websites and social media is a great way to learn more about your competitors and their products. You can also attend industry conferences and expos to learn about competitors’ pricing and strategies. Armed with this knowledge, you can respond swiftly to emerging challenges and opportunities.

a hand holding a pencil reviewing graphs and charts

Analyze strengths and weaknesses

Analyze your competitors’ strengths and weaknesses through a competitive analysis. Identify what sets them apart—whether it’s a loyal customer base, innovative products or comprehensive marketing strategies. This allows you to adapt, invest wisely and outperform your competitors. 


When assessing strengths and weaknesses, it’s crucial to delve deeper and evaluate specific factors that can significantly impact your business. By analyzing your strengths and weaknesses alongside your competitors, you can develop a greater understanding of your market position. This enables you to strategically leverage your strengths and proactively address weaknesses to drive the success and growth of your business.

LinkedIn recommends several places to find publicly available information on your competitors, such as: website and social media pages, customer reviews, company reports, published articles and press releases. Collecting and analyzing data on your competitors should be an ongoing process. Continuously seek feedback, conduct market research and stay attuned to industry trends to update and refine your strategy accordingly.

Understand your competition’s strategy

Understanding your competition’s marketing and advertising strategy can provide valuable insights and strategic advantages for your own business. Gaining knowledge of your competitors allows you to identify gaps or opportunities in the market they may have overlooked. By analyzing their strategy, you can identify areas where your offerings can differentiate and meet the needs of customers more effectively. This helps you refine your marketing and  align your messaging, products and services in a way that differentiates your brand from the competition.

By monitoring competitor initiatives, you can identify emerging strategies, successful campaigns and innovative tactics. This knowledge allows you to learn from their successes and failures, adapt your own strategies and stay ahead of the curve. Keeping a pulse on your competition’s marketing activities can also uncover potential threats or challenges which may arise, allowing you to proactively address them and refine your own market approach accordingly.

A thorough understanding of your competition is foundational for success. It guides market strategies, helps identify opportunities and ensures your business remains agile in a competitive environment. When you embrace this knowledge, you’ll be well-positioned to lead in your industry.

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