Most business owners watch their competitors for entirely the wrong reasons. But there's another way. Stop watching what they do and start noticing what they avoid. The gap is where you make gains. If you copy them, you make yourself replaceable. If you exploit the opportunities they overlooked, you win the entire market. No one is coming to hand you their share; you have to steal it. Plenty of businesses stay small because they play polite and wait their turn.
Michael Dell founded his namesake company in 1984. Since then, dozens of consumer tech companies have risen and fallen - and he says he knows why. On the "Founders" podcast, Dell said that he watched many of his competitors make critical judgment errors. While he said there were many he could list off, three were top of mind. "I mean, there are lots of ways to fail, right?" Dell said.
Knowing how much of the conversation your brand already holds makes it easier to see which marketing campaigns are working and which ones might need a little push. In this article, we'll explore how to measure share of voice effectively, including across social media mentions, SEO share, paid advertising, and various marketing channels. At its core, share of voice is about how much space your brand occupies in people's minds and conversations compared to your competitors.