CompetitorAnalysisforTuitionClub Lola Olson
Sample Question: How do we connect with parents in London? Blog Utilising a blog is important for growing an audience and creating genuine content you can post and share across social networking sites. Having a blog allows you to update your website frequently, and thus make it appear more active and relevant in search engines. In terms of connecting to parents in London, your blog should reflect entries that will appeal to parents such as subjects that go in line with school events (exams, revision times, back to school times, etc.). Since this is a sample report, I’ve just put general information about how to utilise a blog, the time commitments, and competitors and will target specifics about parents in London in a broader report.
Time Commitment and Result If you want to fully commit to having a blog and angling it towards London parents you should first lay out a content plan for a few weeks, have someone who can update twice a week minimum, and browse the web for repositories of information you can use. Here are a few tips with regards to getting that started: • • •
Draw up a content plan from the beginning and schedule certain employees to write articles by a deadline. Have a running list of content ideas sitting by your desk so that you can write them down when you think of them. Utilise Google Reader to subscribe to various websites that could provide content or things to link to.
Competitors Since I don’t have your competitors, this is just an example of what it might say. Your current competitors are using their blog to connect to their parents considerably well. Competitor #1 updates three times a week with educational content that is highly engaged. Parents seem to get involved in this site when question are asked. Competitor #2 is updating once a week with a high level of commenting and engagement online. All of their articles have small plugs and connections to services they offer. Competitor #3 is posting three times a week with little engagement on their direct website. However, where they link to other articles shows that they engage parents through social media.
Twitter Twitter can be a great place to expand and connect with all sorts of audiences. You can search for relevant topics, follow industry leaders, and find ways of connecting with individuals easily. However, Twitter also has the challenge of being a high potential for spam. Companies that update frequently, almost robotically, without much interaction, who have more people they are following than people that are following them look spammy and distrustful. It’s always best to establish these networks with the audience you have. Since this is a sample report, I’ve just put general information about how to utilise Twitter, the time commitments, and competitors and will target specifics about parents in London in a broader report.
Time Commitment and Result How often you wish to tweet depends on what you have to offer. Never make updates robotic, but do link to content that you’d like to share. How often you update depends on what you have to offer and to whom. Here are a few tips with regard to getting started: • • •
Don’t follow just to follow. There is no point crowding up your twitter feed with news organisations or anything else official that you’re not honestly going to read. Engage with your audience on a low level. Don’t hit anyone with hard sales pitches, or you could be deemed a spammer. Make sure people can see why they would want to follow you and what you have to offer.
Competitors Since I don’t have your competitors, this is just an example of what it might say. Your current competitors are utilising Twitter differently. Competitor #1 automatically shares Facebook updates on Twitter and has a low level of followers and engagement. Competitor #2 generates discussions using topics and involving themselves in daily trends. Competitor #3 has no Twitter account. Competitor #4 solely utilises Twitter to advertise sales, which may or may not be effective. There seems to be a low level of engagement but that doesn’t necessarily mean they are not seeing increased sales.