In business, knowing your competitors is just as important as knowing your customers.
Whether you run a fashion brand in Lagos or a food truck in Abuja, understanding who you’re up against helps you improve, stand out, and stay ahead.
But many small business owners struggle with one question: “How do I even know who my competitors are?”
Let’s break it down in a simple, human way.
1. Start With a Google Search
The easiest way to begin? Search for your product or service the way your customer would.
If you run a natural skincare business in Nigeria, try typing:
- “organic black soap near me”
- “best natural skincare in Port Harcourt”
Look at the top search results—those businesses that come up are your direct competitors.
2. Check Social Media Conversations
Facebook, Instagram, TikTok, and X (Twitter) are buzzing with business activity. Search relevant hashtags like:
- #MadeInNigeria
- #NigerianFashion
- #LagosRestaurants
Pay attention to the brands that are constantly getting engagement from people in your niche. These are your digital neighbors, and they’re competing for the same attention.
3. Ask Your Customers
This one is gold.
Ask loyal customers or even new buyers:
“Where else did you consider shopping before you chose us?”
Their answers will give you an honest list of brands they see as your competitors—even if you didn’t know about them before.
4. Use Business Tools (Without Complication)
Tools like Google Trends, Ubersuggest, or even your Instagram Insights can help you track what people are searching for and who’s leading in your space.
It doesn’t need to be technical. Focus on:
- What brands show up most often?
- Who gets mentioned or tagged in industry topics?
- Who ranks for your top keywords?
5. Look at Pricing, Messaging, and Offers
Now that you’ve identified a few competitors, study them:
- How do they describe their product?
- What’s their pricing model?
- What kind of offers or bonuses do they use?
- Are they targeting luxury buyers or budget-conscious customers?
This tells you who they’re speaking to—and helps you define your own unique voice and audience.
