In the competitive landscape of marketing, businesses are continually seeking innovative ways to capture the attention of potential customers. One such strategy is “conquesting,” which involves targeting a competitor’s customers by bidding on their brand keywords in online advertising.
What is Conquesting?
At its core, conquesting is about seizing market share from competitors by positioning your brand as a preferable alternative when consumers are actively seeking specific products or services. What are the benefits of conquesting? By leveraging pay-per-click (PPC) advertising, businesses can ensure their ads appear when someone searches for a competitor’s brand or product. This approach not only increases visibility but also drives traffic to your site, presenting an opportunity to convert potential customers.
Key Tactics in Conquesting
The primary strategy of conquesting involves using paid advertising to bid on keywords associated with your competitors. This means that when users search for a competitor’s name, your ads appear, allowing you to divert traffic to your site.
Additionally, the ultimate goal of conquesting is to capture customers who are already interested in your competitor. By highlighting your unique advantages, special offers, or better deals, you can effectively sway these customers to consider your brand.
While PPC is the primary tool for conquesting, other strategies like geofencing and addressable display ads can enhance your efforts. What is the difference between PPC and other advertising methods? PPC involves paying for clicks on your advertisements in seach engine marketing, while geofencing targets specific audiences based on geographic locations. For example, Central Texas, Bryan-College Station or Brazos Valley. This approach allows you to reach customers in specific areas, making your advertising efforts more relevant and effective. Addressable display ads focus on delivering personalized messaging based on user data, making them an effective complement to your conquesting strategy.
The Aggressive Nature of Conquesting
While conquesting can be highly effective, it can also be perceived as aggressive. Are conquesting tactics in PPC & SEM legal? Yes, conquesting is a legal marketing strategy, but companies should be mindful of trademark laws and ensure they are not infringing on competitors’ rights. Relying too heavily on bidding for competitor brand names may alienate potential customers, so balancing your approach is essential.
Handling Inbound Calls Not Meant for Your Company
In the context of marketing, it’s not uncommon to receive calls intended for a competitor. Handling these calls effectively can reflect positively on your brand. Here’s how to manage these situations gracefully:
- Gently Confirm the Caller’s Intent: Start by politely asking the caller the reason for their call. You want to make sure your company offers the product or service your client desires without exposing the fact you are not the company they searched. Once you know that you can help them you are ready to move on to the next step.
- Acknowledge the Mistake: You are not the company they searched for by name. Acknowledge this fact but immediate follow up this detail with the fact you have the same product or service they were looking for and have a solution they might prefer. This is where you might mention you can have a service tech to their home today or we have a less expensive more valuable option.
- Book an appointment:
Regardless of their response, ask for permission to schedule an appointment. The only reason they are calling your competitor is to find a solution you could offer, and it’s likely you could do a better job! Continue to tout the features and benefits of your product until the caller books an appointment or tells you no, they don’t need your help.
Either way, thank them for the opportunity. Even if they don’t do business with you they will remember your professional attitude.
- Log the Call: Keep a record of such calls to track potential issues with your phone number or marketing materials.
How much should I budget for conquesting?
Budgeting for conquesting depends on your overall marketing strategy and the competitiveness of the keywords you are targeting. It’s advisable to start with a modest budget and adjust based on performance.
Conquesting can be a powerful tool in your marketing arsenal, particularly when combined with various advertising methods like PPC, geofencing, and addressable display ads. By understanding how to handle misdirected inbound calls, you not only maintain a positive brand image but also open avenues for potential connections. As the landscape of digital marketing continues to evolve, staying informed about strategies like conquesting will be essential for any brand looking to thrive in a competitive environment. Consider partnering with Branding Iron Management to maximize your marketing potential and drive success.
About Branding Iron Management
Branding Iron Management is a dedicated media management company based in the Bryan-College Station area, boasting over 60 years of experience. Proudly hiring talent from Texas A&M University, our team is comprised almost entirely of Aggies, reflecting our commitment to helping local businesses.
We specialize in helping businesses grow through tailored media strategies, digital marketing, graphic design, and social media management. Our comprehensive marketing management services simplify the complexities of advertising, enabling you to effectively engage your target audience and achieve your business goals. At Branding Iron Management, we are in the business of helping businesses grow. Call at (979) 571-9919 or email Branding Iron Management for a free consultation today.
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