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Does it frustrate you when your TV screen fills with your competitor's face as he relates pertinent industry insights studded with self-deprecating chuckles? Do you sit there, fists clenched, teeth grinding, thinking, "Why didn't you interview ME?!"?

Take action, and those bad feelings will dissipate like the angry smoke that once puffed from your ears.

Your competitor's time in the limelight is over and done with. Move forward by using his or her media coverage to boost your own visibility.

Follow three simple steps.

Step 1: Find Your Competitors' Coverage

"Know your enemies and know yourself,
and you can fight 100 battles without disaster." —Sun Tzu

We're not saying your competitors are enemies, exactly; still, it's wise to know what those competing for your target market are up to. An easy way to do that is to set up completely free Google Alerts (which you should be using to find out what's being said online about your own business, too).

Make a list of 3-5 of your closest competitors and then go to www.google.com/alerts and fill in those names, one at a time, in the field there. You can have an unlimited number of alerts.

Remember to use quotes around the name so you don't get Google returning every possible combination of the words "Joe's Pork Barbeque and Pizza" in media mentions out there; the quotes around the business name ensure you get an exact match.

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image of Matt Walker

Matt Walker is the CEO and founder of Main Path Inc., a full-service digital marketing firm.

LinkedIn: Matt Walker

Twitter: @mwwalker