Google Alerts are a good way to monitor your company’s online reputation. But they have plenty of other business applications, too. Here are a few:
Keep an Eye on Your Competitors
A Google Alert that notifies you when competitors are mentioned online can provide valuable business intelligence. Google lets you create e-mail alerts that check the web, news sites, blogs, video, and groups. Set up alerts to track each competitor — by company name and by the business owner’s name.
Get to Know Reporters and Editors (and bloggers, too!)
Journalists who cover your industry should be your best friends. By creating an alert that notifies you when a reporter publishes a new article, you’ll be able to track what types of story attract that reporters attention. Doing your homework will make you a more useful source.
Follow Industry Trends
If you’re in the automotive industry, for example, you could create Google Alerts for "automotive industry," "automobile industry," "auto manufacturers," "car dealerships," and plenty more. It’s a good way to stay up-to-date on trends. Potential customers will recognize you as an expert who knows his stuff.
Pay Attention to Your Best Customers
This one works particularly well for B2B companies. If your revenues are linked to a handful of big accounts, you should be intimately familiar with what those clients are up to. Google Alerts for your biggest clients can notify you of leadership changes, new projects, cutbacks, news coverage and more.
Research Your Top Prospects
If you’re in an industry that features a long sales cycle, daily or weekly Google Alerts can give you regular information about the activities of your prospects. Research through other channels, too, but don’t overlook Google Alerts as powerful pre-pitch information.
Play Mind Games
In sports, it’s called getting inside their heads. Psychological intimidation disarms your opponent (see "The Art of War," by Sun Tzu). If your competitor uses Google Alerts, too, he’ll be reminded every time you’re first to market, quoted in the press, or landing a big account. Knowing you’re getting beat can be very demoralizing, don’t you agree?