Digital Marketing to help Alberta companies grow Since 2009 Edmonton: 780-758-5800
Posted: 5 May '15

5 Steps to Successfully Gaining a Competitive Advantage

A truth of running a business is that your competitors are always trying to steal your customers. As entrepreneurs, it’s vital to your business to maintain a competitive edge by taking advantage of technology and making your business stand out. To address these concerns, the latest entry in our 2015 Digital Marketing Video Series is called 5 Steps to Successfully Gaining a Competitive Advantage.

Step 1: Search Engine Visibility

Start by determining who your top online competitors are. Do this by doing a Google search using a phrase that best describes your business. Example, if you’re a plumber in Edmonton, search “Edmonton plumber”. The top links that come up are your competition. Take a look at their webpages. Next manage your website. You can do so by looking into tools over at Moz or Majestic. Or ask a WSI digital marketing expert to perform a WebScan analysis of your business.

Step 2: Top Performing PPC Ads (AdWords) in Google

Another strategy for gathering keywords and phrases is to look for competitor Pay-Per-Click (PPC) ads. Continuing with the “Edmonton plumber” example, we can get a good idea of what companies are using digital marketing and thus which ones are worth looking into.

5 Steps to Successfully Gaining a Competitive Advantage

Step 3: Top Performing Keywords

Using information gathered in #1 and #2, form a list of keywords and phrases your competition is using. You have two options: you could try outranking your competition for keywords and phrases. Or if there seems to be a lot of action and history their keywords, it may be better to use different and less competitive keywords that will be easier to rank for, but deliver similar traffic.

Step 4: Best Performing Content

Now you need to create captivating content. Engage readers with interesting topics that are relatable.

Step 5: Social Media Engagement

Expand even further by going to your competitor’s social media profiles to see what kind of posts are working for them. You can become a mock-customer to get a first-hand experience at how they respond to customers.

When you’ve successfully gathered all the information, bring it back to your team so you can figure out ways to develop a more engaging social footprint than your competitors!

Book a discovery meeting with WSI Digital Marketing to discuss how we can help you gain an advantage over your Edmonton competitors


Lynne Motkoski, Digital Marketing Consultant
Specialty: Digital Marketing Strategies
Education: BComm, MA Communications & Technology, University of Alberta

With over 10 years of digital marketing experience in the WSI global franchise, Lynne is known for her strategic approach to marketing communications, technologies, and lead generation. She leads digital transformation for Alberta based companies as they are adapting to the age of social distancing.