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On Beating the Competition

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Often times, we see practical examples of companies that are achieving great things as a result of hard work. Even the businesses with great products can be trounced by a compelling marketing campaign from their competitors.

We have reached the second week of February; the time of the year where we have all collectively decided with unspoken fervor that we are going to let a series of football commercials bowl us over with excitement. “If Betty White is into it, well, I’m buying it,” we’ll decide. “After all, she was a Golden Girl. It’s like taking advice from your grandmother!”

The best tasting candy bar, the healthiest one, the one with the finest ingredients, and the least expensive one might not be options anymore once we witness the biggest ad day of the year. Perhaps those advertisers have earned the profits they receive after having spent an average of $3.5 million for a 30-second plea for our brand loyalty.

Interesting too, that companies bet big on their products and services during one of the world’s largest sporting events, hoping that they mimic the winning team: put up high fourth quarter numbers to cover the spread, financially speaking.

As is sometimes obvious in both sports and business, the results don’t always reflect how close the competition is, and sometimes playing smarter is the trick. In the marketing world, a great deal of focus is invested on determining the target audience and the desired results. Smart money bets on the edge that’s going to give you the competitive advantage, which doesn’t always come with a big price tag.

Successful businesses dedicate time trying to get in front of decision-makers who are ready to spend. This is usually accomplished through networking and advertising, among other methods. Recently, Marketing Matters has had great success implementing a solution that puts companies in touch with more of their interested consumers through website visitor tracking.

If you’ll forgive a fairly obvious question, what would you do if someone walked in the front door of your business and started asking questions? You would help them by offering suggestions and showing how you’ve got the answer; you’d close the deal. Now what would you do if that same person browsed your website looking for information?

You can answer that question by installing a proprietary code on your existing website with custom alerts that notify you when promising business leads are browsing, what information they were interested in, and their unique data that will help you reach out and make the sale. Visitor tracking can help you bridge the gap between an anonymous interested consumer and a satisfied client.

People interested in a product or service but unsure on where to get it will use a search engine, like Google, to find a solution, and if you are using a pay-per-click campaign or have good website SEO, you’ll be on their short list. Recent statistics reflect that decision-makers will overwhelmingly use search engines to find their best options, which are likely to include two or three other businesses similar to yours.

Visitor tracking services provide you with a competitive edge: immediate information that helps you connect with people who are interested in your products. These systems can be integrated with SalesForce and Jigsaw.com, which also help to incorporate those leads into your business communication networks like LinkedIn to cultivate a sale, as well as a future business relationship.

Employing the newest tools to make use of a previously untapped resource is one way to stay ahead of the opposition and maintain a competitive advantage. Marketing Matters! If you don’t believe so, then just try to skip the commercials.

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Eric Lachs is the Marketing and Public Relations Manager at Marketing Matters (www.marketingmatters.net), a communications and design firm specializing in technology, consumer and custom electronics, audio-video and related industries.