While competitor campaigns can be quite divisive, if done right they can be highly effective. Beyond optimizing content and web pages to appear in search when prospective buyers seek information about your competitors (or alternatives), you can use Google Adwords and paid ads to send people to a landing page or digital destination where they can learn more about your competitive differentiators. If you focus on what you do well, rather than what your competitors lack, it can be an effective opportunity to get in front of buyers at the consideration and decision stage of the funnel without effectively creating a smear campaign—which is 100 percent not a good look for any marketer!

How do you feel about competitor campaigns? Respond to this email and let me know your thoughts!