Mar 29 Posted 2 years ago
You raise a great and thorny point because everyone looks at the competition as if they're hands-off. There is a way to engage and leverage some of what your competition is using and talking about to do at least two things.
First, you can legitimately say that there is a conversation taking place about that service / industry / topic and if your own client is reticent to wade in with a social media strategy, you can point to the fact the competition has beachheaded themselves there already.
Second, it's a great differentiator to say, "Sure, we've got that and that, BUT we've also got THIS which makes our product a better choice for your needs."
B2B marketing where the competition is concerned sometimes feels like it's a strange game of dipolmacy meets and gentleman's duel. Ignoring them and taking a silo approach is one way, but for most industries, it's perfectly acceptable. People are willing to do it with printed materials, why not social campaigns as well?
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