In a crowded market where many companies offer similar products and services, capitalizing on your competitors’ shortcomings can help you find customers who are eager for a better experience.

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There is many ways to find your competitors users:

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• SEO: Create landing pages to rank on competitors keywords ("Best Competitor X alternatives", "Review of Competitor X", "You vs. Competitor X", "Competitor X vs. Competitor Y" .
• Quora:  Answer the most relevant decision-stage questions (alternatives to Competitor X) with a high amount of followers.
• Capterra / G2: Read reviews on competitors page and hunt down anyone who left a bad review to introduce your product.
• BuilWith: Locate all the companies that have it implemented your competitors' software on their websites.
• Scout your competitors' feature requests pages, and engage with users that request a feature that your product offers.

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Here is an example of how Michal Mazurek implemented this tactic by using his product - Syften - to track mentions of his competitors on Reddit. One day he got notified about this message:

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TrackReddit being one if his competitors, he simply replied to offer a personal onboarding:

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This single comment led to the sale of 3 yearly subscriptions ($640 ARR).