Why do you offer a one off and ongoing analysis & strategy
For a PPC campaign, we find that a one off analysis is enough. We find content marketing and SEO campaigns really benefit from ongoing reviews.
For ongoing research, we will even sign up for competitors mailing lists and keep an eye on the content and offers they are sending to clients.
How much work do you put into preparing this?
It varies from client to client and the competition within their sector. We have a lot of different paid tools we can use to drill down into a competitors past and current activities online. A competitor analysis usually takes 5-6 hours with the strategy element taking 2-3 hours. Overall between 7-9 hours.