Spy on Social Media of Your Local Competitors

Wednesday, April 13, 2022

Do you want to find more ways for your business to be seen by local customers? Are you interested in learning more about marketing opportunities in your local area? Competitive Monitoring will assist you in both of these tasks.

You may think, “But I already monitor my local competitors,” but there’s always more you can do.

You could find many opportunities to grow your business by monitoring your competitors’ social media accounts. It could help you:

  • Find out the social media strategies and community building methods of your competitors
  • You will be the first to learn when your competitor offers a special deal or is preparing for an occasion
  • You can learn from them by finding hashtags that generate local visibility, the best marketing channels, influencers, local nonprofits, businesses they promote, and efforts that drive brand visibility and backlinks for them.

Competitive monitoring can be helpful to at so many levels. Therefore, it is surprising that so few local businesses use it to its full potential.

Who should you monitor?

Local marketing is more complex than any other sector because few local businesses are active on social media.

You could have very little data to work with if you limit your monitoring to your local competitors.

Monitoring is a great way to expand your search results and get the most out of your efforts.

  • You should be aware of obvious local competitors
  • Similar businesses in other places (although you may not be able to compete locally, there might still be much to learn from them).
  • You can also find other local businesses. You will be more informed about local trends and events.

Search Twitter and Instagram for local brands using keywords that describe your area. This could be as simple as your town name, something more complex like your county, or even a nearby attraction.

You can search social media for more terms by running Text Optimizer. This tool will reveal which local entities Google associates with your city name. Here are some results for [Albany]

Next, search these locations on Twitter or Instagram for updates from local businesses:

Twitter’s “People” search is even more helpful because you can scroll through the list to find different businesses.

Please find a local business you like and follow them on all social media channels.

What should you be watching?

You can choose which data to prioritize based on your goals. But don’t limit your focus to one aspect of competitive monitoring. You can discover a lot by doing this.

  • Customers of your competitors:
    • Happy customers How do your competitors invite and use social proof Are they using social media to encourage Yelp and Google reviews Do they interact with satisfied customers to make them brand ambassadors? What are their most successful community building strategies?
    • Unhappy clients: How do your competitors respond to negative reviews? What are the most common mistakes that you should avoid when dealing with unhappy customers? How can you avoid negative feedback?
  • What is your competitors’ content marketing strategy? You can see the local content they publish to engage customers in your area, or catch the eye of people who are visiting your area. Also, you can see their optimization strategies (e.g. Twitter Cards or Open Graph) that they use to generate social media traffic.
  • Promoters of your competitors: Do you know of any bloggers, reporters or social media influencers who can help brands promote themselves? Are there any opportunities to win them over?
    • Reach out to these people to invite them to visit and/or to collaborate. Hunter’s email verify tools and email finder will help you locate their contact details and get in touch. It’s a smart idea to follow these people and to engage with them from time to time.
    • Find out the loyalty building strategies of your competitors: What made them choose to promote your competitors? How do you identify your own influencers
    • Find out how your competitors use social media to local PR outreach.
  • Your competitors’ marketing strategies for local events (and how effective it is)
  • What is your competitor’s sales funnel? Is it generating direct sales, such as by promoting a coupon or building their email marketing lists? What are their main social media calls to action?
  • Your competitors’ social media campaigns and updates seem to generate active engagements like comments and shares. What is their social-media strategy.

How to monitor your local competitors on social media

Establish social listening platforms

Do you know? Awario supports Boolean Search. This allows you to combine many business names and social media handles into one search. To include as many names into one search, you must use the OR operator.

Daily mention digests will be sent to you so that you can quickly scan through the list and find any relevant information. Other great features include prioritizing mentions based upon sentiment and identifying influencers behind these mentions. This makes monitoring efficient and more effective.

Monitor their Social Media Profiles and Bios

Before you take this step, please take some time. First, you will need to determine who your most successful and active local competitors are to focus more on their social media accounts.

Visualping can track any page. It also follows the profiles of your Instagram competitors. Once a social media profile changes, it will notify you by email.

You can use the tool depending on how active your competitors are.

  • You can monitor their entire profile: This will alert you when they make a new update. This process can quickly get very cluttered if your brand is active on social media.
  • Keep an eye on their social media profiles: You will be notified if they update their bio, link, or profile picture. This is a great way for you to immediately know if your competitors are running a marketing campaign (seasonal) or promoting a new landing site.

Visualping lets you monitor the entire page or a specific area. If you choose this area in the example, you will be notified whenever this business opens.

  • Modifications to a header or profile image
  • Changes to their bio or name
  • Modifies their link
  • Follows someone or gains a new follower

You can adjust the frequency based on the number of updates you receive.

Analyze the Facebook updates of your competitors

You can browse the profiles of your competitors to find inspiration for content.

Buzzsumo has a great Facebook analysis tool to help you identify and address these issues more effectively.

  • Compare multiple pages
  • Filter updates according to type (image/link, giveaway, video or question),
  • Sort updates to see which ones are most popular, commented on, shared, and so forth.
  • Access reports that visualize their activity, such as the frequency of posting and average engagement per month.

This search can be saved to access new data whenever you need it quickly.

Check out their ads

To identify the seemingly successful updates, use Buzzsumo’s Ad Library.

You can search for ads by keyword and see which CTAs they used.

TL;DR

Social media monitoring your competitors will allow you to understand your customers better and help you find great marketing opportunities.

You can continue to tweak your monitoring settings until it becomes an effective routine that allows you to gain valuable insights without getting distracted by clutter. Good luck!