Free Marketing: 101 Low and No-Cost Ways to Grow Your Business, Online and Off

CHAPTER 98

PLAY MARKETING OFFENSE WITH GOOGLE ALERTS

Earlier in the book I talk about defending your reputation by using Google Alerts. As a reminder, Google Alerts is a free tool that automatically e-mails you any time the keywords that you specify are used anywhere online.

Here are several ways to proactively use Google Alerts as a weapon of “offense.”

• If you are trying to establish a connection with an influential person in your industry, try using Google Alerts to follow that person's name. When you see their name pop up in an article or on a discussion forum, join in or contribute to the comments in a creative or useful way.
• If you are aware of any topics that your target influencer is interested in, use Google Alerts to follow those keywords and then when you see an article that you think may be of interest to them, send them a link to it along with a note. If you can drop a printed article in the mail, that will carry even more significance.
• Follow the industry trends and stories related to your niche and write blog posts responding to them. Take strong stands on controversial subjects so you establish your credibility as a leader in your field. Even those people that disagree with you will respect the fact that you stand up for the principles that you believe in.
• Set up Google Alerts for all of the employees, partners, and top customers that your business serves. Any time something of note happens online with one of these parties send them a quick note recognizing the ...