Having a competitive marketing strategy is a must these days. If you don’t have one, your competitors likely do. In this post we’ll cover competitive tactics you should consider including in your advertising efforts to gain highly qualified leads. The reason these tactics are so powerful is because the leads are already far down the sales funnel.
Users who are searching for your competitor are highly qualified because they already know they need your type of product. Target keywords for your competitor’s brands, websites, stock symbols, products, and even user conferences with paid search. The keywords will likely be more costly but the quality of the lead will make up for the associated cost.
Don’t forget to include a retargeting element to ensure you nurture your new leads further down the funnel. This tactic serves display ads across the web based on what users have searched in the past. This means anyone who is searching your competitor or other keywords related to them can see your ads while they are surfing the web. One great use for retargeting is the ability to serve sequential messaging as they move further down the funnel.
There are definitely advantages to targeting via social media because this is a group of prospects who have raised their hand and said they are interested in a company or brand. Facebook, Linkedin, and Twitter are the best channels to serve sponsored ads directly to an engaged group of prospective customers.
On Facebook, you can serve ads to people who have expressed an interest in or Liked a page related to a specific business by using the “Interests” field while setting up targeting parameters. This is a great feature because you can further segment that group based on who you’re trying to reach by layering in specific demographics, regions, and more.
Linkedin is another competitive strategy for your toolkit. Again, you can target professional users who follow specific companies or groups that are moderated by your competitors. This channel works especially well for B2B campaigns because you can segment targeting based on job titles and experience.
Twitter is a powerful social media contender as you can target based on your competitor’s handle and also based on valuable keywords. Think product names, campaign hashtags, or conference hashtags.
Both Yahoo and Google allow advertisers to target competitive domains within their inboxes. This means whenever a user receives an email from your competitor, your ad will be displayed right beside it. One really great feature Gmail rolled out is the ability to target based on purchases. They do this by serving ads when users receive email receipts.
Display Contextual Targeting
This layer of targeting finds mentions of your competitor in relevant press and articles across the web then serves your ad along side the content. Similar to paid search, you can set up a list of keywords to target. This is another great way to include phrases related to your competitors such as their brand name, conferences, and products.
If you have any questions about competitive targeting, feel free to reach out to our team.