Traditionally, "Guerilla Marketing:" was a tasteful practice designed to attract customers to your brand that may not otherwise be aware that you even existed. Distributing flyers, pounding the streets, and cold calling were a staple. Afterall, a free market society is all about helping business grow. But in this digital age of Facebook., Twitter, Youtube, Blogger, Tumblr and all of the other various social media sites, the rules seem to have changed.
Every rank amateur thinks that they can go after new business only by trying to steal existing business from the other guy. Let me give you an example, I work for a very well respected car dealership. This car dealership has been successfully in business for over 50 years. They have a loyal customer base and are extremely well respected in the community. Those positive attributes have made this dealership a huge success and well known throughout the automotive industry.
As any smart digital marketer knows, it is important to monitor your online reputation. Thanks to Google Alerts I found out today that one of my "competitors" decided to write a blog post with the name of my business in the title and in the body of the blog post. Normally a benign thing to do, however, they then included links from the name of my business in the post that when clicked, brought the customer to THEIR website. Here is the blog post I am referring to:
Experienced the Keystone Volvo
March 2, 2012 1:25 pm Business News
The new models of the vehicles will also function eye-catching detail and exclusive metal tires. Keystone Volvo is focusing on viewers of expert and beginner mariners and activities lovers who appreciate experienced sportsmen and extraordinary rivalry and individuals who regard the seafaring way of life. Keystone Volvo, the organization’s vehicle extra, is well-known for its strenuous protection requirements as the cars’ propensity to history higher than normal usage. You need to ensure that you take proper care of these traditional vehicles so that they are always prepared to run easily on the street. This way you can preserve your cash as you do not have to go to the stores for these modest issues.Seeing that I am a class act, unlike the coward that wrote that post, I have removed the link to their website because I won't stoop to their level, but I highlighted for you the text that included the link to their website. Not only is it cowardly to do in the first place, but the actual post has absolutely NO relevant content value in terms of keyword relevance, therefore it will never even rank with Google in searches. Hello, new age "guerilla marketing." Cowardly as it was, My first reaction was to do the same right back to them. But, alas, cooler heads prevailed and I decided to channel my frustration into my work. The work that I do every day to remain the "Top Dog" in my respective market.
My company, Keystone Volvo is one of the top Volvo dealers in the country. We've earned that reputation through hard work, a dedication to our customers, and the longstanding ideals passed down through three generations of the same family ownership for over 50 years. We never had to skim off of someone else's reputation in an attempt to advance our own success, unlike that "competitor".
Marketing a business is about more than cheap tactics. It's about learning what people want to hear and engaging people on an intellectual, fun, and productive level. It's about being "top of mind" when our customers and fans need us. I'll keep doing what I do, my company will keep outselling this particular "competitor" 3 to 1. This other dealer can continue to think that they outsmarted me and that they have mastered the techniques to market their business effectively. I'll keep WINNING, and they'll keep LOSING!
