>My initial thought is if I can get the right key words on my site,
.. and nothing will really happen >>I might be able to redirect potential customers that
>>would have visited the competitor.
Not likely. You have your interests. Customers know it. You're not the person to trust.
I am not sure what's your budget, and it doesn't really matter. Initial impact could be done by 1 person "with multiple personalities".
1. Start a blog related to you niche. Act like independent pro.
2. Learn where your potential customers get their "industry info"
3. Visit those places as "newbie" and start philosophical discussions regarding your competitor and his product. Give him a credit, and pretend that you "almost" set your mind to buy his product, and just want to clarify few details. Start asking questions regarding your competitors' product "accidentally" reveling its weaknesses.
4. Replies (if you'll get any) will be a good indicator of where you are: if people point you to your product - you're good. Just play along and ask as many question as you can. Learn from people's replies about what they DON'T know about your product - those are areas for you to work on.
5. Return to your "independent expert" personality and publish comparison results.
6. Stage that "newbie" "accidentally" found that comparison and it answered all his questions.. what's next? Return with this knowledge to your original questions. if you were lucky enough to get some replies, show them that you did your homework, Share what you learned. Refer to comparison results... Tell everybody that you have no doubt in your mind that your product is clearly way more superior than competitor's product, and that after you became a proud owner all problems in your life disappeared. Also mention that you received some "bonus" in addition (extra support, discount.. etc).
Also if your product is actually better, find real independent professionals from your industry. Send them a copy of your product for review. Return to your "excited" posts and officially thank yourself(newbie) for support. Assure him that as leader of the industry you have responsibility to maintain the highest /largest/strongest etc.. you know...
Notes:
how you can choose "right" blogs to post your questions and make rev revelations. The chosen place for your campaign must have
- your industry's related content;
- user activity.. recent user comments and discussions; if chosen blog has none, it's probably "auto blog" re-syndicated content that is published in order to benefit from PPC or obtain more links.
- PR (Page Rank): if blog's PR is less than 5, you're dealing with someone who just wants to be " independent expert", but not yet there. Digg deeper.
- After "show is over", make sure that all your personalities with bookmark discussion places to 5-10 social bookmarking engines.
- Post links to your company's site during your discussions. that's your chance to get higher PR on your own.
- Make sure your product /company's sites are up to date and have RSS feeds.
- Post Press Released after everything will be over.
Try to involve as many "emotionally unstable newbies" as you can find/afford. A "joy they spread around is your web presence...
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