Idea: Reach out to unhappy users of your competitors
Monitor social networks to identify unhappy users of your competitors. Engage them over DM or publicly, suggesting your product as an alternative.
A case study in three tweets
- Marketing expert Corey Haines complains about a software bug he's experiencing with a product.
- Product competitor founder Grant replies recommending his product, Tella.
- Corey uses it, upgrades and shares an update with his 14,000 followers.
How-to: a step-by-step guide (for Twitter)
- Create a list of your competitors' social accounts
- Monitor their @mentions and brand name using TweetDeck or Twitter Search
- Identify people complaining about them. They may have issues with:
- Bugs and errors
- Poor or confusing user experiences
- Product changes
- Reach out to the person complaining and suggest your product as an alternative
- You can do this publicly, where other people may see it too
- You can do this over DM, which is private but may land in their spam box
- Consider an incentive as a way to open the conversation
- "I'd be happy to give you a discount if you'd try our alternative"