However, Spanish industrial companies , those that try to sell to professional buyers, often do really badly when they try . And so frustrations arise out loud: “email doesn’t work for us”, “nobody opens our emails” or, worse, “our emails always end up in the spam folder”.
The fundamental problem is that there is confusion between the concepts of “sending emails” and “doing email marketing” . For email to be profitable and effective, a series of specific techniques and good practices must be applied that go far beyond creating emails and sending them from time to time to any list.
In The Godfather II, Michael Corleone list of cuba consumer email recalled a phrase his father had taught him: “Keep your friends close, but your enemies closer .” Now, let’s change enemies to competitors and we have a quote that we can apply to analyzing competition on social media .
Also known in the English-speaking world as ' benchmarking in social media ' , the analysis of competition in social networks is just as important as knowing how our followers interact with our own profiles. This data will be essential in terms of the social media strategy we are following. And if we stop to think about it: how are we going to know if our marketing strategy is being effective if we don't know what our competitors are doing?
Benchmarking or analysis of competition in social networks
Benchmarking is nothing more than a comparative analysis of the results that companies similar to ours in terms of size, structure and composition obtain on social networks . In other words, to know if you are on the right track on social networks , it is important to compare yourself with other players in your sector, even if comparisons, as they say, are odious.
Because of this, competitor analysis is considered a fundamental part of our social media marketing plan , especially before implementing any type of strategy in this regard. Without an analysis of our competitors, it is very difficult to determine our position in the market.
