In This Article
Do you want leads? Of course you do. In fact, I’ll bet that 80% of your thoughts are consumed with getting and keeping customers. That’s why any decent company analysis starts with looking at your lead generation efforts.
So, whenever you see some marketing-y headline like “These Facebook Ads Will Generate $10K New Sales a Day” you are all over that stuff.
I’m here to say STOP IT!
Don’t try to tell me that you’ve never given some consultant or agency hundreds or thousands of dollars because they promised their magical company analysis would generate leads. I know you did. I know I did. We all did. No shame.
Don’t blame THEM – they did what they were supposed to do.
Most marketers that you hire ASSUME that your company analysis is complete. They think you know your industry, your customers, and your competitors and/or what alternatives your customers have. They assume that you know BASIC things about your business.
Every small business owner wants to be in action. So we chase after the latest marketing tricks. Facebook ads. SEO. TikTok.
But what if the secret to attracting more customers isn’t in the latest trick? What if it’s sitting right there in your company analysis, waiting to be discovered?
Here’s something nobody talks about: The businesses making the most money aren’t using different marketing tactics than you – they’re using the right ones for their specific situation.
Company Analysis is The Hidden Marketing Advantage Inside Your Business
Think about it. Apple sells premium products. Walmart sells affordable ones. Both are successful because they chose marketing strategies that matched their company’s reality.
The fastest path to more customers isn’t learning new marketing tricks – it’s understanding what makes your business uniquely valuable to your ideal customer.
Not gonna lie – this is HARD. Doing this well means that you’ve taken the time to do some deep thinking and observation in your industry and about a very specific customer.
You just haven’t taken the time to ARTICULATE this. Oh, and to be able to articulate this in a variety of ways to different audiences.
I know – this is hard (link to “Hard Blog Post)
The 30-Minute Company Analysis Method
Here’s how to uncover your hidden marketing advantages in five simple steps:
1. Map Your Capabilities (5 minutes)
Write down everything your team is genuinely good at. Not what you wish you were good at – what you’re actually good at right now. Be as specific and visual as you can be.
Examples:
- Quick response time to customer requests: We respond to emails in 5 minutes
- Creative problem-solving: When supply chain issues hit, we sourced local alternatives within 48 hours while competitors took weeks
- Deep technical knowledge: We’ve successfully migrated 127 e-commerce stores without a single minute of downtime
- Personal attention to details: Our quality checklist has 47 points we verify before anything goes live
2. List Your Assets (5 minutes)
Assets aren’t money – they’re anything valuable you own or control:
- Customer testimonials: 157 five-star reviews with detailed success stories
- Specialized equipment: Custom-built testing lab that simulates real-world conditions
- Protected processes: Custom software that cuts project time by 60%
3. Audit Your Network (5 minutes)
Who’s already in your corner?
- Loyal customers: 89% retention rate over five years
- Industry connections: Direct relationships with 27 key suppliers
- Local community ties: Host monthly workshops at the chamber of commerce
4. Face Your Weaknesses (5 minutes)
Be brutally honest about:
- Where you consistently struggle: We lose 15% of leads because we’re too slow to follow up
- What customers complain about: Pricing structure confuses 40% of new prospects
- Resources you lack: Marketing team is one person trying to do six people’s jobs
- Areas where competitors beat you: Competitors wine and dine prospects.
5. Define Your True Strengths (10 minutes)
Look at everything you wrote. Where do your capabilities, assets, and network overlap? That’s your sweet spot.
Example: If you have deep technical knowledge (capability) + specialized equipment (asset) + industry connections (network) = you might be perfect for high-end clients who need specialized solutions.
Company Analysis Give You The Hidden Power of Knowing Your True Strengths
1. Stop Burning Money on Marketing That Doesn’t Fit
Think about buying clothes. When you know your style and size, you don’t waste time trying on things that won’t work. The same goes for marketing. When you understand your company’s DNA, you stop chasing marketing trends that were never meant for your business.
Example: A local bakery spent $2,000 on LinkedIn ads because “everyone said B2B was hot.” But their strength was creating Instagram-worthy custom cakes and building personal relationships with customers. Once they switched to Instagram Stories and local wedding vendor partnerships, their marketing budget started bringing in 3x more customers.
2. Create Marketing Messages That Ring True
Have you ever caught someone telling a story that sounds rehearsed? That’s what marketing feels like when it doesn’t match who you are. But when your marketing reflects your true strengths, it flows naturally – like telling a friend about something you’re passionate about.
Take a small IT company that kept trying to sound “corporate” in their marketing because they thought that’s what clients wanted. When they started showcasing their team’s obsession with solving weird tech problems (including their famous “Tech Emergency” response videos), their conversion rate jumped 40%. Why? Because they finally sounded like themselves.
3. Attract Customers Who Already Want What You Have
Here’s the beautiful thing about showing your true strengths: you become a magnet for the right customers. Instead of trying to convince people to work with you, you’re attracting people who are already looking for exactly what you offer.
A perfect example: A consulting firm stopped trying to compete with big agencies on full-service offerings. Instead, they highlighted their specialty in three-day intensive problem-solving sessions. Their lead quality improved so much that they could raise prices by 50% – and still had a waiting list of clients who specifically wanted their unique approach.
4. Break Free from the Price-Comparison Trap
When you’re clear about your strengths, an amazing thing happens: price becomes less important. You shift from being one of many options to being the obvious choice for specific situations.
Consider how a local gym transformed their business. Instead of competing with budget fitness centers, they leaned into their strength: personalized workout plans and nutrition coaching for busy professionals. Their monthly membership rate was 3x higher than nearby gyms, but they maintained 94% occupancy because clients weren’t choosing based on price – they were choosing based on the specific value only this gym could provide.
Turn Your Company Analysis Into Marketing Gold
Here’s how to use what you discovered:
If Your Strength is Expertise:
- Create detailed how-to content
- Share behind-the-scenes insights
- Host educational events
- Focus on thought leadership
If Your Strength is Service:
- Highlight customer success stories
- Share response time stats
- Show your process
- Focus on relationship building
If Your Strength is Innovation:
- Document your unique approach
- Compare old vs. new methods
- Showcase results
- Focus on early adopters
The Bottom Line
Stop copying random marketing tactics. Start with what makes your business naturally attractive to customers. That’s how you build marketing that brings in more customers and feels effortless.
Your most powerful marketing advantage isn’t a secret technique – it’s understanding exactly what makes your business valuable to the right customers.
Want help turning your company analysis into a practical marketing plan that brings in more customers? Schedule a Breakthrough Session for $150 TODAY and we’ll work together to uncover your hidden marketing advantages and create a strategy that feels natural for your business.
Where do I find reliable data to understand my industry?
Start close to home. Check trade association reports, market research studies, and industry news sites. Ask long-time customers what they notice happening around them. Spend a few minutes reviewing government databases—many offer free stats. If budgets allow, pick up an industry report from a reputable research firm and scan key metrics.
How do I figure out what competitors are doing without spying?
First, remember your competition isn’t just a company that does what you do. Your competition is an ALTERNATIVE for your business product or service. So don’t skip that one.
For companies that do what you do, you can look at what they make public. Scroll through their website, social profiles, and press releases. Read customer reviews of their products and services. Check any interviews they give or guest posts they write. Note the patterns, not to copy, but to identify gaps and differences. The goal is to understand what they emphasize and where they fall short.
Where do I get insights about my customers besides surveys?
Talk to front-line staff who interact with customers daily. Host a small feedback session with your best clients—even a casual virtual coffee chat helps. Study social media comments, support tickets, and online forums where customers talk about products like yours. Ask industry partners what their customers ask them. Patterns pop up when you look in enough places.
What if I need hard numbers on my own performance?
Check internal data first. Look at website analytics, financial statements, and customer support records. Track conversion rates and which marketing efforts bring leads who actually buy. Compare these figures to benchmarks you find in industry publications. You are able to spot trends and see what stands out.
How do I know what information matters most?
Start with a simple question: What decisions do you want to make soon? If you plan to raise prices, focus on data related to pricing, value perception, and what competitors charge. If you plan to enter a new market, focus on market size, demand, and who’s already serving that market. The more specific your questions, the easier it is to pick the right data to review.
How do I handle conflicting information or advice?
Look for the strongest, most credible sources. If a trade association report and a random social media post contradict each other, trust the trade association. When unsure, gather a bit more data from a second or third reputable source. Ask trusted colleagues or mentors how they interpret the conflicting info. Make a decision based on patterns supported by solid evidence, not single opinions.
How often should I update my analysis?
Set a regular schedule. Perhaps once a quarter, review key metrics, competitor moves, and customer feedback. If something big happens—like a new competitor launching—take a fresh look sooner. The point is to keep your data current enough to make decisions with confidence, but not get stuck analyzing instead of taking action.