Promote your Website to Slaughter your Competitors

Promoting your website to beat the competition by using brains over budget can give your website the strength it needs to ambush the competitors when they least expect it.

Promoting your website to beat the competition while their monstrous budget eats into your miniscule spending ability requires some digging. If you can’t dig deeper into your pockets, you’re going to have to dig deeper into your competitive analysis, your target market’s behavioral analysis, your own website’s analysis - and do some serious brainstorming. Optimally, you should be where your competitors are – and where they’re not. Monitoring the activity of your competition also positions you to ambush your competitors when they least expect it.

Ambush marketing can be defined as creatively capitalizing on your competitor’s success. Although ambush marketing has gotten a bad rap during some successful Olympic and FIFA games, it’s certainly not unethical or illegal – it is creative. A case example of Kodak and Fuji demonstrates ambush marketing perfectly. In 1984, Fuji was the official sponsor of the Olympic games, which meant Kodak couldn’t get in on direct advertising opportunities. What did Kodak do? They sponsored the TV broadcasts of the games. As the world turned, Kodak was later picked to be the official sponsor of the games, and Fuji quickly grabbed Kodak’s former TV sponsorship. Years later, the Olympics in Utah were sponsored by Budweiser. A local beer company couldn’t dream of competing. But they did. They capitalized on the opportunity and put their brand-plastered trucks everywhere the cameras were. They advertised themselves as the “unofficial sponsor of the games” since the term “Olympics” was off-limits. A less costly example from two competing airline companies: Billboard A along a busy highway reads “We’ve Changed.” The competitor comes along, buys the billboard space over Billboard A – and Billboard B reads “We Made them Change.” That’s watching your competitors.

Your website promotional strategies can use these same tactics. Search engine marketing with strategic search engine optimization techniques can place you near your top competitor – or where they’re not. Go deeper into your keyword analyzation. If your competition is paying for higher priced keywords and broader relevancy – find out where your product differentiation is. Focus on targeting the consumers that are most likely to buy. Go under and around your competition. While your competition is bidding on broad terms – bid for the less expensive but exact terms that result in what customers are more likely to buy. If your competition has every ad lead to their home page, have your more specific ad lead to a “long tail” landing page. If the user is searching for a screwdriver, don’t bring them to your competitor's hardware homepage – bring them to your website landing page featuring screwdrivers. Optimize your website’s usability so users find it easier to buy from you than your competitor – then run a website promotion promoting the fact.

Promoting your website to beat your competitors requires more brain than braun. By knowing your competitor and following their every move you’ll be prepared to be where they are and where they aren’t. You can prepare to ambush your competitors by spending time analyzing your product differentiation, target market, keyword optimization, search engine marketing and optimization strategies, and usability. The best way to slaughter a competitor is to sneak up behind him. Use your brains to beat the competition – and your website’s budget will win.

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