Researching Competition... with FREE resources

No matter what your business, you have competition. Non-profits are competing with other non-profits, fighting for volunteers/participants/support. Businesses are competing with other businesses that sell similar products, or alternatives that customers may choose instead.

Even if you are a totally unique business, and there's no one out there that does anything similar, you still have competition. Someone is getting your customers' attention. Maybe they offer a product or service that wasn't intended to fill that specific customer need, but they have found a way to "make it work." Maybe it's something the customer chooses to spend their money on instead because it fits the basic need (this is especially common with restaurants and entertainment--a movie may fit the need of entertainment in lieu of a sold-out concert).

First it is important to determine who you are competing against. Make a list--you might be surprised! Then you can use some simple tools to research your competition's marketing efforts. Since knowledge is power, you'll then be able to boost your own marketing and steal back those customers!

Here are some free tools to research your competition:

• Keyword Density Checker: Research the density of keywords on a website.
• SEMRush.com: Research keywords used in Organic (regular search results) and Inorganic (sponsored ads) Searches, as well as examples of Paid Search Ads (inorganic search).
• Moat.com: Research examples of display ads a brand is running.
• Wildfire App: Compare Facebook pages or Twitter profiles.
• Icerocket or Social Mention: Monitor internet buzz... What are people saying about your brand on social media?
• Mobile Phone Emulator: See how a site looks on a mobile screen. Consumers and web visitors are mobile--is the website compatible for these folks?

Keep tabs on your competitors and those in your industry. It will pay off in the long run!

Gamification

I'm thrilled for the opportunity to speak at the National Association of Extension 4-H Agents Convention tomorrow! As part of my presentation on social media and gaming, I will be speaking on the hot topic of gamification. I was fortunate to have a friend and fellow 4-H Association Member loan me a copy of Innovation Games by Luke Hohmann. This is a terrific read with fabulous ideas for gathering real, useable feedback from customers, coworkers, staff, students, etc. Not all game concepts fit all settings, but there are definitely applications for nonprofits and youth organizations.

Take a look at the book, and let me know if you are interested in applying gamification concepts to your organization or group--I'd be happy to help structure your strategy!

Building Fans, Increasing Followers, Getting to 1Million Viewers -- Why is it taking soooo long?!

Social media success doesn't happen over night.

We are not a patient species. We may have been at one time, but then McDonald's spoiled us with the drive through window, the internet dumped dial-up connections, and Apple started creating leaner, meaner, faster cell phones. No one waits for anything anymore, so it's only fitting, that I remind all of you one more time, social media success doesn't happen over night.

Some things still take time. Even with short cuts and insights, there is only so much cheating that Father Time will allow. When you bake a cake, if you rush it, you will be eating soggy cake (personally, I find chocolate in any state delightful, but soggy cake and sloppy social media are two different things).

Here is what I suggest for those that want social media success to happen for you right now:

• Reread the bolded sentence above.
• Create a plan for your social media efforts. What social sites will you use and how will you use them? What do you want to share on each? (Remember, social media isn't about you telling people stuff. It's also about you listening. And actually, the less you try to tell them, and the more you listen instead, the better it will work.)
• Set some time aside each week to develop your social media efforts. You can't write one tweet and call it good. It's ongoing. Like any good relationship, it takes work.
• Think of social media like dating. You have to court the girl for a while before you bring her home to meet the family. Then you spend more time getting to know each other before you pop the question. You can expand your business and increase sales with social media, but you have to take the time to "court" your customers. 
• Be patient. With persistance and dedication, it will happen.

I enjoyed a recent post by the Social Media Examiner on using social media for customer research. They shared some great ideas for finding customers that are talking about things relevant to your business. Find these conversations and join them. Don't try to seal the deal immediately--court the customer and develop the relationship first. First comes like, then comes love, and then comes marriage.