Part of managing your online reputation also means keeping one eye open on your competition. To learn more about managing your online reputation, download the complete guide today: http://bit.ly/OvP7nY

1. Page 12
.
For more ideas on how to market your
business, visit connect.homes.com.
blitz the
competition:
Monitor your
Competitors to
get Ahead
PepsiTM
and Coca-Cola.TM
Wendy’sTM
and McDonald’sTM
. TargetTM
and Wal-Mart.TM
All of these brands have
a strong online presence and they are all watching each other’s next move. Whether it’s a public relations
catastrophe, a charity contribution or a new product launch, they are all talking. Part of managing your
Online Reputation also means keeping one eye open on your competition.
And, more importantly, these brands are learning from their competitors; mistakes! After all, a wise man
once said, “Winners build on mistakes. Losers dwell on them (Arnold Mori).” Take the opportunity to take
some risks, play off others’ successes and failures. Take the lead on a tactic that your competition couldn’t
get quite right and even take a page out of their playbook and make it work for you too.
In 2011, Target produced a documentary called “Behind the Bull’s-eye”, in which they explained to viewers
that not only are they the number two discount retail store behind Wal-Mart, but they are happy there.
They are happy in the number two spot because they aren’t scrutinized as much in the shadow of the
glaring limelight that shines on Wal-Mart. Target can fly under the radar when it comes to negative
publicity, which is more difficult to do when you are number one. Not to say you don’t want to be number
one, however, this tactic of paying close attention to your competitors can work in your favor. You can push
your brand harder and take risks when your competitor receives some negative publicity.
isnotonlythebasisof
protectiontotheconsumer,
butistheincentiveto
-Herbert Hoover
“
”
Competition
progress.

2. Page 13
.
For more ideas on how to market your
business, visit connect.homes.com.
blitz the
competition:
Monitor your
Competitors to
get Ahead
Blitz the Competition: Monitor your Competitors to get Ahead
Set up Google Alerts and other third-party tools for competitors and industry news.
Pay attention to what is being said about competing brands and the industry as a whole. Use the
information to make your services better, pick up where your competitors are slacking, stand out
where they don’t. Find out why your competition is being noticed and figure out how you can make
it better.
Follow industry leaders on social networks like Facebook and Twitter, as well as growing
channels like Pinterest and Instagram.
Similar to Google Alerts, use the information you see in social channels to your advantage. If
they are launching a product or hosting a contest, see how you can play off of it. Could you do
something better? Is there a way you could offer something that could work hand in hand with the
prize they are offering? Stay in tune with your competitors’ social initiatives and make some of your
own that are fresh and new.
Check out analytical tools and reports to compare and evaluate the activity on your social
channels versus the activity on your competitors’ channels.
Use these tools as a benchmarking system to evaluate how your content stacks up against
your competitors. Are they getting more click-thrus and comments than you? Are they positive
or negative? Do they have more followers? These reports will be helpful in fine-tuning your
messaging and determining what type of content triggers more engagement and business growth.
Sign up for your competitors’ promotions and newsletters and subscribe to their blog feeds.
Taking these steps and understanding what is and isn’t working for your competition will prove to be a
strategic move for enhancing your own reputation and coming out ahead. Take some risks.
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