- January 23, 2025
- Posted by: Featured
- Categories: "Competitive research", "Expert Roundups"

17 Things Small Businesses Learned About Competitor Research
Exploring the competitive landscape is crucial for small businesses seeking to thrive. This article distills key strategies informed by industry experts that can give any small enterprise an upper hand. Glean insights on optimizing everything from pricing to customer communication to outpace the competition.
- Implement Post-Project Follow-Up Plan
- Leverage Customer Testimonials and Social Proof
- Revamp Pricing Structure and Online Presence
- Simplify Onboarding Process
- Adopt Transparent Pricing
- Share Behind-the-Scenes Sourcing Practices
- Prioritize Transparent Customer Communication
- Offer Service Bundles
- Simplify Messaging for Better Connection
- Integrate with Popular Marketing Platforms
- Provide Interactive Online Tools
- Personalize Social Media Ads
- Embrace Software Provider Partnership
- Focus on Core Industries and Technologies
- Enhance Patient Education and Awareness
- Introduce Personalized Customer Service
- Implement Hyper-Localized Marketing Strategies
Implement Post-Project Follow-Up Plan
Our competitor research revealed how much emphasis other companies placed on their post-project follow-up process. Many of them used personalized touchpoints, like sending maintenance reminders or reaching out to ask for feedback weeks after project completion. It struck me that while we focused heavily on delivering during the project, we didn’t have a structured process for maintaining relationships afterward. We implemented a follow-up plan that included sending customized maintenance guides within two weeks of completing a project and a check-in call 60 days later. Within six months, client referrals increased by 28%, and we saw a 15% jump in repeat business.
I think the biggest takeaway for me personally was how much value customers place on feeling supported after the initial transaction. This insight shifted how we think about client relationships and inspired us to go beyond just completing great projects. In my experience, keeping that connection alive builds trust and encourages clients to see us as their go-to home improvement partner for years to come.
Tyler Hull
Owner and General Manager, Modern Exterior
Leverage Customer Testimonials and Social Proof
One thing I’ve learned about my own business through competitor research is how much we were underutilizing customer testimonials and social proof in our marketing efforts. Through analyzing our competitors, I realized they were leveraging real customer reviews, case studies, and testimonials much more prominently, particularly in their paid ads and on their landing pages. This visibility helped build trust and credibility with their audience, making them appear more approachable and authentic.
At first, I didn’t think we needed to focus too much on this because our clients knew us for our expertise, but after seeing how competitors used social proof to build confidence with potential customers, I recognized we had a gap in our own strategy. I hadn’t realized how powerful these elements could be in driving conversions, especially when people are hesitant to invest in a service like ours, where trust and credibility are key.
This insight led to a shift in our marketing tactics. We started prioritizing the use of client success stories and integrating testimonials from happy clients into our ads, email campaigns, and website. I even started collecting more detailed case studies, showing clear, quantifiable results that we had achieved for our clients. It’s helped us connect with prospects on a deeper level and has directly impacted the conversion rate on our landing pages.
By incorporating this type of content, we were able to establish social proof and position ourselves as an authority, leading to a stronger competitive stance in the market. It was a simple adjustment, but understanding how competitors were using these tactics gave us a clearer direction and ultimately resulted in higher engagement and increased trust from our audience. This shift has been one of the key decisions that have improved our lead generation and client acquisition process.
Georgi Petrov
CMO, Entrepreneur, and Content Creator, AIG MARKETER
Revamp Pricing Structure and Online Presence
As a professional photographer turned business owner, I’ve always prided myself on my unique artistic vision. But it wasn’t until I dove into competitor research that I realized just how much I had to learn about the business side of things.
I remember the day I decided to take a serious look at my competition. I was sitting in my studio, surrounded by my favorite shots, feeling pretty confident about my work. But as I started digging into other local photographers’ websites and social media, I felt a knot forming in my stomach.
That’s when I discovered something I hadn’t known before: I was severely underpricing my services.
I came across the portfolio of another local photographer. His work was good, but honestly, I felt mine was better. Yet, his prices were nearly double what I was charging. At first, I thought he must be struggling to get clients. But as I dug deeper, I realized his calendar was fully booked months in advance.
This revelation hit me like a bucket of cold water. I had been so focused on perfecting my craft that I had completely neglected the value of my work in the market. I was essentially leaving money on the table with every shoot.
But the impact of this knowledge went beyond just pricing. It made me reevaluate my entire business strategy. I realized that by underpricing, I wasn’t just shortchanging myself financially—I was also potentially undermining the perceived value of my work in clients’ eyes.
This insight led me to make some bold decisions. I revamped my pricing structure, creating tiered packages that better reflected the value of my services. I also invested in improving my online presence, showcasing my best work more prominently and highlighting what made my style unique.
The results were surprising. Instead of losing clients, I started attracting more high-end customers who appreciated quality and were willing to pay for it. My bookings actually increased, and I found myself working with clients who truly valued my artistic vision.
This experience taught me a valuable lesson: competitor research isn’t just about sizing up the competition. It’s about gaining a clearer picture of your own place in the market. Sometimes, the most important discoveries are not about others, but about yourself and the true value of what you offer.
John Lattanzio
Owner, John Angelo Photography
Simplify Onboarding Process
Through conducting detailed competitor research, I discovered that our own business’s onboarding process was more cumbersome compared to streamlined, user-friendly experiences offered by rivals. I hadn’t fully realized that this area of friction was causing potential clients to drop off early in the sales funnel. Recognizing this gap prompted me to reevaluate and simplify our onboarding workflow, introduce clearer communication at each step, and integrate automation for routine tasks. This insight improved customer satisfaction and retention and informed a broader decision to benchmark our processes against industry standards, ensuring we stay competitive and continuously refine our approach based on market insights.
Kristin Marquet
Founder & Creative Director, Marquet Media
Adopt Transparent Pricing
Through competitor research, I realized how much impact transparent pricing has on customer trust. Some of my competitors were upfront about their pricing for routine maintenance or service calls, while we had a more traditional approach of giving quotes after an inspection. Seeing how much positive feedback they got for being open about costs made me rethink our process. Customers do not like surprises, especially when it comes to their heating and cooling systems, so it became clear that being transparent could improve the overall experience.
This pushed me to adjust how we communicate with customers. We started offering clearer estimates for common services right from the start. It was not just about competing; it was about making the process smoother and building trust with the people we serve. It has been a small change, but it has made a big difference in how customers see us and how comfortable they feel choosing our services.
Devin Osorio
Founder, 3rd Generation Heating & Cooling
Share Behind-the-Scenes Sourcing Practices
Competitor research revealed that many brands in the luxury market were moving toward more transparent, behind-the-scenes storytelling about their sourcing practices. While we had always emphasized the eco-conscious aspect of our products, we hadn’t shared enough about our partnerships with artisans or the sustainable methods used in the production process. This knowledge pushed us to become more vocal and transparent in our communication about where and how our products were made.
This led to changes in how we approach our marketing campaigns, focusing more on the journey of our products from sourcing to creation. We started sharing more about the artisans we work with and the ethical processes behind each product, which resonated with our customers on a deeper level. This shift not only boosted brand loyalty but also attracted a new customer base that values transparency in luxury brands.
Jehann Biggs
President & Owner, In2Green
Prioritize Transparent Customer Communication
One thing I’ve learned about my business through competitor research is how much customers value transparent communication throughout the service process. It’s not just about fixing a problem or installing a system—it’s about how well you explain the process, manage expectations, and keep them in the loop. Competitors who excel at this aren’t just gaining customers; they’re earning long-term loyalty and word-of-mouth referrals.
This realization hit me when I started reading online reviews for other HVAC companies. The most glowing reviews weren’t just about technical skills or pricing; they were about how customers felt taken care of and respected. It made me take a hard look at how we approached customer interactions. We’ve always focused on quality work, but this pushed me to prioritize communication just as much.
Since then, we’ve revamped our approach. Now, we go beyond just diagnosing the issue or quoting a price—we make sure every customer understands what’s happening with their HVAC system, why we’re recommending a particular solution, and what they can expect at each step. This small shift has had a big impact. Not only are customers happier, but they’re also more likely to trust us and come back in the future.
Kyle Vocaturo
Founder, One Way Air
Offer Service Bundles
One thing that surprised me during competitor research was how some companies in our space really focus on bundling services, or combining equipment financing with maintenance packages or extended warranties. I hadn’t realized how much this added value could impact client decisions. A lot of customers in industries like construction or transportation are looking for a one-stop solution, and that simplicity of bundling appealed to them.
Seeing this, we adjusted our strategy to explore similar bundled options for our clients. It wasn’t an exact approach but understanding how to make the entire financing process more seamless and attractive. Now, we’re working on offering flexible financing plans that can include equipment servicing, which gives our clients peace of mind and strengthens loyalty. Knowing what customers need, beyond just the financing itself, helps us stay competitive and relevant in the market.
Gerti Mema
Marketing Manager, Equipment Finance Canada
Simplify Messaging for Better Connection
I realized the importance of simplifying our messaging to better connect with potential clients. While we focused heavily on highlighting the technical strengths of our solutions, competitors were excelling by presenting their value in ways that were more relatable and easier to understand for a wider audience. This shift in perspective showed me that even in a highly technical industry like cybersecurity, clarity and accessibility matter just as much as expertise.
This knowledge led me to prioritize refining how we communicate our services, making sure we emphasize the outcomes clients care about most. We adjusted our marketing approach, trained teams to focus on relatable benefits, and streamlined how we presented our solutions. It was a reminder that staying too focused on internal strengths can sometimes miss the bigger picture, and competitor insights can spark meaningful improvements.
Christian Espinosa
Founder and CEO, Blue Goat Cyber
Integrate with Popular Marketing Platforms
Through competitor research, I learned that our competitors have been focusing heavily on integrating their email optimization tools with popular marketing platforms like HubSpot and Salesforce. This was something we hadn’t prioritized to the extent that our competitors had, assuming our standalone solution was sufficient for our user base. However, this insight revealed a gap in our service that could be causing us to miss out on a segment of the market looking for seamless workflow integrations.
This knowledge significantly impacted our strategic decisions. We decided to allocate resources to develop API integrations with these key platforms, aiming to make our platform a more versatile tool within the email marketing ecosystem. This shift not only helped in retaining existing customers by offering them more integration options but also attracted new users who were already embedded in these ecosystems, thus broadening our market reach and enhancing our product’s value proposition.
Henry Timmes
CEO, Campaign Cleaner
Provide Interactive Online Tools
One thing I discovered through competitor research was the growing emphasis other firms were placing on providing interactive online tools for clients. While we’ve always focused on delivering high-quality appraisals, I hadn’t realized how much potential there was in offering self-service resources, like calculators or valuation estimators, on our website. This insight came from observing how competitors were attracting new clients by empowering them to engage with their services before committing to a full appraisal.
Recognizing this gap in our offerings pushed us to prioritize digital innovation. We developed a simple, user-friendly tool that allows clients to input basic details about their equipment and receive an initial value range. While it’s no substitute for a formal appraisal, it provides a starting point for clients, making them feel more informed and engaged in the process.
Tracie Crites
Chief Marketing Officer, HEAVY Equipment Appraisal
Personalize Social Media Ads
Through competitor research, I realized that many healthcare marketing brands were doing a great job of personalizing their social media ads based on patient needs. A 2023 HubSpot report also showed that 71% of consumers expect brands to personalize their messages. This made me realize that we could be more specific in how we target our audience, addressing their unique health concerns. I also realized that this personalization was not just about targeting ads but about building stronger, more meaningful relationships with patients through content that speaks to them directly.
As a result, we started refining our marketing strategies to focus on segmented audiences. We now create more tailored content for specific audiences, which has already led to better engagement and more efficient use of our marketing budget. This shift in approach has helped us deliver more relevant messaging, and we’re seeing positive outcomes. Looking back, I’ve come to understand that the key to success isn’t just about reaching a wider audience, but about connecting with the right audience in a way that feels personal and thoughtful.
Ajay Prasad
Founder & President, GMR Web Team
Embrace Software Provider Partnership
One thing we learned about our business through competitor research is how many of our competitors were actually using rented software rather than their own proprietary systems. This was a surprising discovery that completely changed our approach.
Instead of hiding the fact that we use a software provider, we decided to embrace it and turn it into a strength. We began leveraging our partnership with our software provider as a unique selling point (USP), emphasizing the reliability, expertise, and innovation that this partnership brings to our customers.
This shift not only helped us stand out from competitors but also allowed us to build greater trust with our audience by being transparent. It reinforced the message that we’re not just delivering a product—we’re providing the best possible solution by collaborating with industry-leading experts. This decision has added real value to our brand and offering.
William Hoggarth
CEO and Co-Founder, Chexperts Ltd
Focus on Core Industries and Technologies
One key thing we learned through competitor research was how effectively some of them positioned themselves as specialists in very narrow niches. For a long time, we prided ourselves on being a one-stop shop for software solutions. However, we realized that casting such a wide net sometimes made us less memorable or relatable to clients with very specific needs.
That insight led us to rethink how we present ourselves. Instead of emphasizing how many different things we can do, we started focusing on a few core industries and technologies where we consistently deliver strong results. We also made small changes, like refining our messaging to connect more directly with the client’s specific challenges and showcasing projects where we excelled in those areas.
These shifts made a real difference. It helped us stand out in conversations with prospects and even improved the quality of the leads coming our way. The whole experience reminded us that clarity and focus are often more powerful than trying to be everything to everyone.
Vikrant Bhalodia
Head of Marketing & People Ops, WeblineIndia
Enhance Patient Education and Awareness
I learned that many of our competitors were focusing more on patient education and awareness. I hadn’t realized how significant this approach was in building trust and engagement. This insight encouraged us to focus more on providing clear, accessible information to our clients, ensuring they fully understand the services we offer. We’ve since made it a priority to develop easy-to-follow educational materials and resources.
This shift has helped us strengthen relationships with our customers and foster a greater sense of confidence in what we do. Understanding how others in the industry approach education has been valuable in guiding our own decisions, making sure we’re not only providing quality services but also offering the support our clients need to make informed choices.
Aspen Noonan
CEO, Elevate Holistics
Introduce Personalized Customer Service
Through competitor research, it became clear that many customers in our market were actively seeking personalized customer service—a gap we had not fully addressed. This insight significantly influenced our strategic decisions. Recognizing the importance of personalization, we introduced dedicated customer success managers and refined our communication strategies to focus on individual attention.
This strategic shift not only enhanced the overall customer experience but also drove real results, including higher customer retention and stronger loyalty. By aligning our services with customer expectations, we differentiated ourselves in a competitive landscape and strengthened our market position.
Competitor research is a powerful tool, offering valuable lessons to improve business strategies and foster innovation. Observing and adapting to competitors’ strengths and weaknesses can provide actionable insights to serve customers better, enhance offerings, and stay ahead in the industry.
Akshita Makhni
Human Resource Specialist, Botshot
Implement Hyper-Localized Marketing Strategies
One valuable insight I gained about my business through competitor research was the importance of hyper-localized marketing strategies in reaching niche audiences. While reviewing competitors’ campaigns, I noticed how they tailored their messaging to specific neighborhoods, landmarks, and cultural events—something our broader marketing approach hadn’t fully capitalized on.
This discovery prompted a shift in our strategy. We began implementing hyper-localized campaigns by:
- Highlighting Proximity Benefits: Incorporating location-based keywords in our advertising, like “near Dubai Marina” or “close to Sheikh Zayed Road,” to appeal to renters searching for specific areas.
- Customizing Visuals: Using imagery and messaging that resonated with the lifestyle and demographics of target neighborhoods.
- Partnering Locally: Collaborating with local businesses and events to increase community engagement and awareness of our properties.
As a result, we saw an improvement in both lead quality and conversion rates. Renters felt a stronger connection to our properties because we positioned ourselves as more than just a housing provider—we became part of their community.
This knowledge reinforced the importance of regularly analyzing competitors, not just to emulate, but to uncover gaps and opportunities for differentiation. It also inspired a culture of continuous improvement within our team.
Prince Aby Mathew
Media Production Manager, EDS FZE
Submit Your Answer
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