{"id":2845,"date":"2021-09-09T20:36:58","date_gmt":"2021-09-09T23:36:58","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2845"},"modified":"2023-06-03T16:57:13","modified_gmt":"2023-06-03T19:57:13","slug":"benchmarking-what-and-how-to-do-it-2","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/benchmarking-what-and-how-to-do-it-2\/","title":{"rendered":"Benchmarking: what it is and how to do it"},"content":{"rendered":"<p>Have you ever heard that the grass is always greener on the other side? Well then. If in social life we tend to \u201cpay attention to others\u201d, it would be no different at work. Benchmarking is a valuable tool, as it is a process that aims to evaluate the competition.<\/p>\n<p>How about we delve deeper into this subject (and also into the neighbor&#039;s grass)? See the importance of this in this article.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/benchmarking-what-and-how-to-do-it-2\/#O_que_e_benchmarking\" >What is benchmarking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/benchmarking-what-and-how-to-do-it-2\/#Qual_a_importancia_do_benchmarking\" >How important is benchmarking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/benchmarking-what-and-how-to-do-it-2\/#Como_fazer_benchmarking\" >How to benchmark<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/benchmarking-what-and-how-to-do-it-2\/#Tipos_de_benchmarking\" >Types of benchmarking<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_que_e_benchmarking\"><\/span><span style=\"color: #ff9900;\">What is benchmarking?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>If you don&#039;t know where you&#039;re going, you won&#039;t get anywhere. This has probably already been written here on the blog somewhere and when we talk about benchmarking we are talking about knowing where to go.<\/p>\n<p>Benchmarking is a practice that aims to research companies in the same sector, with the aim of analyzing whether your company&#039;s performance matches that of these companies. From the English \u201cbenchmark\u201d, which means reference, it is an essential management tool for improving processes, products and services.<\/p>\n<p>In digital marketing this becomes more evident, as analysis can be done more quickly and feedback is much faster. It is possible, due to the characteristics of digital, to make adjustments more quickly.<\/p>\n<p>Thus, benchmarking, as a reference point, helps to identify <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-kpi-and-why-is-it-important-2\/\" target=\"_blank\" rel=\"noopener noreferrer\">KPI&#039;s (key performance indicators)<\/a> which are important for the sector, which allows for better assessment to correct course.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Qual_a_importancia_do_benchmarking\"><\/span><span style=\"color: #ff9900;\">How important is benchmarking?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Firstly, it is important to keep in mind that benchmarking is essential and is a form of comparison. But it is not enough to apply the same strategies as other companies, if they cannot be applied to yours, either due to the current situation in which your company lives, or through investments, etc. Furthermore, some competitors may be doing it wrong.<\/p>\n<p>This first point is already important, as a market analysis can show paths not to take. On the other hand, analyzing companies that are doing well can indicate ways of working. Benchmarking allows the company to \u201cthink outside the box\u201d, seeking business excellence in competitiveness.<\/p>\n<p>Other points may be important:<\/p>\n<ul>\n<li>Have more market knowledge;<\/li>\n<li>Open new fronts that your company had not imagined;<\/li>\n<li>Learn from the mistakes of companies with more experience;<\/li>\n<li>Improve processes and practices to get closer to more well-established companies;<\/li>\n<li>Understand which projects can be applied or even improved;<\/li>\n<li>Show the team what goals can be achieved, as your competitors may have already gotten there.<\/li>\n<\/ul>\n<p>In the digital market, some points are very important in what we call digital benchmarking. Understanding a sales funnel and its conversion rates, for example. How much does a competitor pay for a click or how much they invest in paid media (some tools, such as <a href=\"https:\/\/verocontents.com.br\/en\/blog\/similarweb-what-is-and-how-to-use-it-to-analyze-the-competition\/\" target=\"_blank\" rel=\"noopener noreferrer\">SimilarWeb<\/a> allow you to evaluate how much paid traffic a given website has).<\/p>\n<p>Therefore, it is important to separate the wheat from the chaff. But it will always be positive to analyze the market and competitors.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Como_fazer_benchmarking\"><\/span><span style=\"color: #ff9900;\">How to benchmark<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The web allows us to carry out direct research into what is happening in the market. Thus, you can have as a starting point the simple analysis of the digital presence of competitors, visiting the website, analyzing blog, social media and doing keyword research in your market.<\/p>\n<p>As mentioned above, some tools play a great role in benchmarking analysis. Another of them is the <a href=\"https:\/\/ferramentas.resultadosdigitais.com.br\/funil-de-vendas\/\" target=\"_blank\" rel=\"noopener noreferrer\">Results Digital Sales Funnel Benchmarking<\/a>, where you can buy metrics for your segment. If you send marketing emails, you can also use another company tool, the <a href=\"https:\/\/ferramentas.resultadosdigitais.com.br\/metricas-email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email Marketing Metrics Benchmarking<\/a>.<\/p>\n<p>Other very interesting tools are the <a href=\"https:\/\/www.woorank.com\/pt\" target=\"_blank\" rel=\"noopener noreferrer\">WooRank<\/a> and the <a href=\"https:\/\/www.seoquake.com\/index.html\" target=\"_blank\" rel=\"noopener noreferrer\">SEOQuake<\/a>, which also evaluate the technical part of a website and can be used to identify good practices from the competition.<\/p>\n<p>There are other ways, such as participating in industry events, where everyone is in the same place, face-to-face visits (not necessarily at a competitor) and even mentoring.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Tipos_de_benchmarking\"><\/span><span style=\"color: #ff9900;\">Types of benchmarking<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There are five most common types of benchmarking:<\/p>\n<p>Internal benchmarking: aims to seek improvements within the company and branches, if they have them;<\/p>\n<p><strong>Competitive Benchmarking:<\/strong> The objective here is an analysis of competitors, aiming to surpass them. This can be done at some points, as much internal information that could be necessary will be difficult to find;<\/p>\n<p><strong>Cooperative benchmarking:<\/strong> Companies in the same segment, but which are not direct competitors, can share information with the aim of improving their performance. Larger companies can also open doors to others looking for inspiration, as happens in Silicon Valley, for example, when visiting large companies in the technology sector;<\/p>\n<p><strong>Functional benchmarking:<\/strong> In this case, companies that are not necessarily from the same segment can be compared in relation to financial management, for example.<\/p>\n<p><strong>Generic benchmarking:<\/strong> the company can look for another that has similar processes, but that is not necessarily in the same segment. Comparison can help restructure areas that have similar characteristics.<\/p>\n<p>Did you like this content? How about hiring Vero Contents to analyze your digital presence and your competitors? It&#039;s just <a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\" target=\"_blank\" rel=\"noopener noreferrer\">speak to an expert<\/a>!<\/p>","protected":false},"excerpt":{"rendered":"<p>Have you ever heard that the grass is always greener on the other side? Well then. If in social life we tend to \u201cpay attention to others\u201d, it would be no different at work. Benchmarking is a valuable tool as it is a process that<\/p>","protected":false},"author":1,"featured_media":2852,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[15],"tags":[156,51,12,68,53],"class_list":["post-2845","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-e-vendas","tag-benchmarking","tag-kpis","tag-marketing-digital","tag-metricas","tag-planejamento-estrategico"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Benchmarking: o que \u00e9 e como fazer - Vero Contents<\/title>\n<meta name=\"description\" content=\"J\u00e1 ouviu falar que a grama do vizinho \u00e9 sempre mais verde? 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