Some brands don’t understand how important it is to take note of what their competitors are doing and how well their tactics are performing for them.

However, insights into your competitors can really help you get a leg up on them and create a digital marketing campaign that works effectively.

One way to measure how you are performing in comparison to your competition is by calculating Share of Voice, which covers all of your online visibility, including PPC performance, social media, and organic search.

Digging into Share of Voice isn’t just some marketing lingo you’re supposed to toss around. There’s something oddly satisfying about seeing how your brand stacks up in real numbers, even though, let’s be honest, sometimes those numbers can feel like a punch in the gut. Still, knowing that your competitor has owned, say, 35% of the conversation in your space (yep, that’s a made-up figure, just for effect) gives you a pretty clear idea of who’s winning and where you might want to double down.

If the idea of keeping track of all this starts to seem overwhelming, don’t sweat it too much. Plenty of tools out there—SEMrush, Ahrefs, even some pretty barebones spreadsheets if that’s your style—can help you piece together the picture. It’s not about obsessing over every single data point but noticing the trends: was there a spike when your competitor dropped that weird new ad, or did people actually care when you published your last case study?

If you’re like “huh?,” don’t fret! We will discuss what Share of Voice is, why it’s important, how you can measure it, and how to improve it.

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