Your competitors are searching for ways to gain a competitive edge on your business. Often, your competitors compete with your business on pricing, product differentiation, competitive sales techniques, and other tactics. The top brands not only compete on the above tactics but develop fierce digital marketing strategies to shave off their competitors’ market share, and you can too! Today, you’ll learn 5 power digital marketing tactics to get in front of your competitors’ customers and turn them into your customers!
Many companies use Google AdWords to bypass the natural search engine rankings to reach their ideal customers based on keywords. However, your Google AdWords strategy can include several campaigns to target your competitors’ customers. The first power digital marketing tactic you can use is to create branded keyword campaigns that your competitors use. But why do this? When a customer specifically types in a brand keyword, they have this brand top of mind. Creating branded keyword ads can allow your brand to sneak into top of mind for your competitors’ customers or potential customers. Below is an example from a Google search of the term “Honda Accord.” As you can see in the red box, Volvo has built a Google AdWords campaign specifically for their rival product to the Honda Accord, the Volvo S60. In the mind of a searcher, this may ad may make them click on the ad to see what this Volvo S60 is all about.
The second power digital marketing tactic you can use to go directly after your competitors’ customers is by using Gmail Ads. For example, if you’re competing against Bing Ads, or, in this case, are in a different lane of the industry. you can use branded keywords to target so that your ads appear in mailboxes that either search for or get mail from the brands you are targeting. I receive Google AdWords and Bing Ad email promotions in my primary email tab. I have noticed that I receive ads from companies trying to piggy-back on these keywords by likely targeting keywords like “AdWords.”
The third power digital marketing tactic you can use to target competitors’ potential customers is by using Facebook’s Ad platform. Specifically, you can create campaigns that use “interest-based targeting” and use competitors’ names as the interest you’d like to target. For example, if I am McDonald’s and would like to reach more people (specifically, those interested in my competitor, Burger King), I can create an interest based targeting campaign that goes after people who like Burger King.
The fourth power digital marketing tactic you can use is by targeting your competitors’ unsatisfied twitter followers. Many companies have separate Twitter channels that handle “support.” Typically, these people are complaining or are frustrated with issues they are having. You can build Excel databases to target ads on Twitter to these frustrated customers in an effort to take a look at your product or service. An example of a support twitter handle is from Bank of America below:
The fifth power digital marketing tactic you can use to target your competitors’ customers or target customers is on Youtube TrueView. Recently I was viewing new Samsung Phone videos on YouTube and received an ad for an Apple Iphone. As you may know, these two are brawling it out for market share worldwide. This is a very clever tactic by Apple as they are not only targeting their likely buyers for phones, but also are running campaigns to show why their phone is “better” than Samsung’s phone. If you create your ad right, the customer may not even play the intended video.
We’ve just reviewed 5 power digital marketing tactics you can use to target your competitors’ customers and potential customers. Having said that, don’t neglect your other campaign strategies. Instead, run multiple campaigns and compare the results. Have fun!
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