A Detailed Guide to Online Reputation Management

By Guest Contributor on May 24, 2019

According to recent research by Bazaarvoice, around 84% of modern consumers consult online before they make a purchase in store. The same report found that 45% of consumers read a few online reviews before buying. (https://www.forbes.com/sites/johnellett/2018/02/08/new-research-shows-growing-impact-of-online-research-on-in-store-purchases/#28f7304d16a0)

This means that a business’ online reputation is very important and can have a big impact on its revenue. Access to information is a double-edged sword and it is easy for people to turn against businesses based on a few negative reviews. That’s why you need to have a good online reputation management system in place. Many business owners feel helpless against this tide and don’t know if they can maintain a decent reputation online. Fortunately, it is possible with a carefully thought out plan. In this article, we discuss online reputation management in detail.

What is Online Reputation Management?

Online reputation management is a comprehensive strategy designed to ensure your online reputation is stellar. It handles things like ratings, reviews, customer complaints, brand mentions, social media mentions, product or service mentions, and other such factors.

The aim of this strategy is to make sure prospective customers only see mostly good things when they search your brand name, product, or service online. It isn’t possible for companies to have a completely unblemished reputation, but it possible to push the most negative feedback down until it becomes less visible. Online reputation management is a combination of techniques designed to improve your brand image or product image in front of your target audience.

Why Is Reputation Management Necessary?

Most business owners are wary of spending more money than they need to and with good reason. It is easy to overspend on marketing campaigns and strategies without getting the best ROI. However, reputation management goes beyond just marketing and here are some reasons why:

#1. Customers Always Double Check

Modern consumers are savvy and conservative with their spending. They have all the information they need at their fingertips and aren’t afraid to take advantage of it. That’s one of the reasons why it is important to maintain a good reputation online. Without a good reputation, you don’t have any chance of convincing people your products or services are worth the money.

#2. Reputation Impacts Marketing Campaigns

Your marketing campaigns will only be successful and provide the ROI you need if your company has a great reputation. Even the most intricate and well-planned campaigns can be brought down by bad reviews and feedback because people just don’t trust the brand.

#3. Building a Solid Customer Base

Consumers are attracted to companies with a good reputation and standing. They associate with such brand and trust them to deliver consistent service. Most consumers are aware just how difficult it can be for companies tomaintain a good reputation over time so they’re loyal to brands that are well-established and haven’t given them cause to worry.

These are just some of the reasons why people need to invest in reputation management. The last thing you want is for your brand to fail because of poor feedback.

Different Approaches to Reputation Management

There are several different ways to approach reputation management. An experienced professional will create a strategy that handles the matter from different directions. Here’s a look at the strategies they need to use:

#1. Establishing Foundation

This includes creating great content, encouraging customers to provide positive feedback, and establishing authority in your industry.

#2. Aggressive SEO

This strategy aims to push all negative feedback and content related to your brand down the search engine results. Most consumers don’t look beyond the first few links on the first page. If you successfully push the negative content down to the second or third page, people will miss it.

#3. Watching Brand Mentions

You can easily watch brand mentions with the help of tools like Google Alerts. (https://www.google.com/alerts) All you need to do is set up alerts for your brand name, products, or even key influential employees.

#4. Reaction

How you handle negative reviews can influence your reputation. If you handle the situation quickly and ensure the customer is satisfied, your company will actually experience a boost in reputation.

#5. Conduct Investigations

While it is bad business practice and can cause serious legal harm, many businesses attempt to take out their competitors with deceptive online smear campaigns. It is important to counteract these campaigns swiftly and decisively. You will need to hire professional analytics to determine the source and act accordingly.

Great reputation management campaigns can help you establish a strong foothold in your industry and get great success.

Why Hiring a Professional is a Great Investment?

It is tedious for a business owner to constantly manage their online reputation and keep an eye out for issues like bad reviews and complaints on social media. That is a very time-consuming job which is best left to professionals. Here’s a look at why you should hire an expert reputation management company or team:

  • Experts understand how to respond to complaints or poor feedback. They will make sure the response is satisfactory and shows the customers you’re willing to address their concerns quickly.
  • They know how to populate the search engine pages with positive content. They will make sure your links dominate the first page of the search engines.
  • Professional reputation management companies also know how to use the different tools and programs to keep an eye on the company’s reputation.
  • They are familiar with the different solutions available to address things like fake bad reviews or negative feedback. For example, if a competing business or a disgruntled employee places a bad review on your listing, an expert can appeal to Google or listing platforms to remove the feedback.

Professionals understand how industries work and how the Internet can influence companies. They’re capable of spotting warning signs and can help prevent problems that might critically damage your reputation.

Online reputation management experts can come up with a detailed plan based on your requirements. They will assess the state of your current reputation and make changes accordingly.

This article is contributed by Brij Bhushan Singh, Professional Blogger and Content writer at Hridik IT Consulting.

How to Set Up a Facebook Campaign

By Guest Contributor on May 9, 2019

When it comes to digital marketing, there are many different avenues and revenue streams which you can take in order to find success. Some of them are free, but often the most successful are those where you put a level of budget into the endeavour.

With that in mind, here are the steps you need to follow in order to set up an effective paid Facebook campaign.

Have a Goal in Mind

The first step to setting up a successful paid Facebook campaign is to have a specific goal in mind. After all, two advertisements on Facebook may seem very much the same; but, are actually really different in terms of what they aim to do. For example, one may be designed to increase audience size and boost engagement for the Facebook page itself. While another might be more intent on boosting website traffic and conversions.

Ultimately, your goal will change the way you present the ad itself and the parameters of the campaign, so it’s important to understand this from the outset.

When you first look to create a Facebook paid ad, you will be given the option to choose the objective of the campaign. You will have a choice of Awareness (boosted posts, brand awareness, post reach increases), Consideration (app installs, video views, event attendance) and Conversion (claim an offer, physical shop visits and website conversions). Choose whichever fits your campaign best and you can then move on to other considerations.

Define an Audience/Budget

Next, you will have to set the audience and budget for a campaign. This is a fairly simple step but very important to get right. As choosing the wrong audience or a poorly thought budget can severely impact the success of your campaign.

Your audience parameters will include:

  • Location
  • Languages
  • Age
  • Gender
  • Behaviour/Interests
  • Connections

See an example of these choices here:

So, for example, if you were a local, trendy, Manchester restaurant. You might set your location to Manchester within a 5km radius, with an age range between 20-50, with interests in your cuisine type. The ad will give you an estimated reach for your audience, so you can check if it’s worth your while.

Once the audience is set, you can move on to defining the budget. This can be done in a couple of ways, importantly by either setting a daily budget or a lifetime budget (especially good if you’re looking to have the ad running continuously). Daily budgets are ideal if you have a smaller budget and want to ration it out over a long period. You can also choose the start and end days of your campaign, so you can work out the exact spend of your campaign beforehand.

With so many budget parameters in place, overspending shouldn’t be an issue unless you accidentally put in the wrong date. So, remember to double check everything before putting campaigns live!

Create the Advert

There are a couple of ways that you can go about creating your ad, either by boosting a current post or creating a completely new one. For the purpose of the blog, we will instruct on the creation of a new ad.

Firstly, you will need to select the format you want the add to take. Your options are as follows:

Carousel ads tend to be ideal for e-commerce, as you can select a number of great product images for users to scroll through. Single image ads give you the ability to create variations to your ad with the simple image, to fit a number of different formats and ad locations. Then you have the video options, which include a simple video, a slideshow of looping images and a combination of the two in the canvas format.

If you have set a specific objective, then your format options may be limited (if you’ve set the objective ‘get video views’ then you will have to select a video format, for example).

Now, all that you need is the content for the ad. It needs to stand out, whether it’s an image or video, so some production value needs to be put into this in order to work. High-quality product photos, interesting videos and the like may be an expensive initial cost – but, you will find they’re much more successful when used in your Facebook campaigns.

And with that, all you have to do is set the ad live and wait for approval!

Monitor the Results

Once your ad has been approved, it becomes a waiting game. Will it be a success or not? That all depends on the numbers that come as a result of the campaign.

Of course, your objective should be a good indicator of whether or not the paid campaign is a success. Has your videos gotten more engagement? Is there more web traffic or conversions on your site? Is your Facebook page seeing more followers or likes as a result of the campaign?

Once you have determined the success of your campaign, then all you need to do is rinse and repeat! As after you have set up your first Facebook campaign the next few should be much easier! Just remember to tailor each one to your various objectives to ensure the right results.

This article is contributed by Zack Halliwell, freelance writer at Apadmi – Mobile app development London

Top 10 Mobile Marketing Strategy

By Guest Contributor on May 9, 2019

Mobile phones have captured our everyday life strategies focusing on digital marketing trends introducing within short span of time. Mostly, people are reliant on mobile phones for almost every task of their daily routine.

The researches indicate that almost 95% of people are dependent on mobile phones significantly they perform their daily life tasks such as payment of business transactions, purchasing goods and commodities and promoting brand awareness via traditional and digital marketing aspects.

Significantly, Mobile Marketing is the form of digital marketing that targets potential clients through mobile devices. Previously in 2018, over 75% of digital advertising campaigns were brought into competition to promote social media channel via effective strategies and the more is expected in 2019.

Thus, in this article we have discussed about top 10 mobile marketing strategy that cultivates people to experience improved performance and strategic decision-making skills.

#1. Devise Your Goals

Always begin your mobile marketing strategy with goal-oriented mindset. Moreover, these goals should be correlated with your overall business strategies. Some of the business goals are:

  • Increased sales of products and services.
  • Enhancing your brand’s awareness.
  • Getting more traffic and leads.
  • Providing customer support services.

Moreover, you’ll be required to determine some goal-oriented techniques and initiating brainstorming terms and conditions with your team members about these goals.

#2. Explore Market Trends

Similar to other marketing campaigns, your sole purpose would be to look after the right target audience. As, you will be able to perceive your market elements of your business venture when you get the right target audience.

For Instance, Marketers in UAE can possibly assure that approximately 90% of individuals are having access of mobile devices. Hence, this means that mobile marketing strategies in UAE is a good choice for digital marketers.

#3. Perform Modifications for every website

Eventually, if you own a website without any social media profiles, then you can customize it for mobile optimization. Always ensure that your website performance is quick and responsive, and can be operated on every mobile device.

Moreover, responsive cascading style sheets (CSS) provides accessibility to permit quickly on mobile. You can also implement engaging content ensuring it to be specific and always explore the right target audience.

#4. Develop Progressive Web & Mobile Apps

It would be a recommended option to develop progressive web apps & mobile apps which caters the requirements of your business. Significantly, you’ll also have to consider KPIs measurements prior to the production phase, always ensure that your apps respond and load faster than others, gather more customers and navigate properly.

Also, you can offer users a free variant of your app in exchange for your email IDs and social media accounts and you can also perform email marketing campaigns via using email IDs and Social Media Accounts to promote your business via video streaming and other digital marketing services.

#5. Get Engaged With Geo Location Solutions

With the continuous use of smartphones and other handheld gadgets comprises of a freely available geo location features to send distributed marketing messages. Moreover, GPS and Google Trends can assist you to fulfill the needs of users around your location. In this scenario, google mobile business listings gathers local clients closer to local businesses via using geo-location feature.

#6. Run SMS Marketing Campaigns

In simple terms, SMS is regarded as texting. Moreover, Marketers rely on using SMS to send text messages to customers with various offerings and relevant information and news. Certainly, SMS Marketing is a part of mobile marketing, you can execute this simple approach which executes on various mobile devices.

SMS sent via smartphones can also possess clickable links. This pertains to be a mobile marketing service provider which is predicated to reach 100% of the mobile market target audience campaigns.

#7. Experience Features Of Latest Technologies

Synonymously, you should always equip yourself towards using latest technologies in the form of progressive web apps, mobile apps and relevant Artificial Intelligence driven futuristic technologies just like snapchat which drives user into completely different world of virtual & augmented reality-based technologies via using camera in real time environment.

Moreover, you can also use unique device features to send messages pertaining to marketing messages. Market Leaders such as Nissan and JetBlue have already initiated to execute successful campaigns via utilizing these features including touchscreen, camera, widescreen, and flash are all device features which are possessed in a mobile marketing campaign.

#8. Combining Diverse Forms Of Advertising

However, the importance of your mobile marketing tactics can be further improved when you combine various forms of traditional and online advertising campaigns. If you are intending to experience website banner advertisements and integrate it with social media channels, email marketing and SMS marketing campaigns etc. Similarly, it will ensure that visitor is the part of your social media activities and campaigns from source to destination.

#9. Provide Incentive Rewarding Programs

It must be kept into consideration that to try out something unique you’ll have to acquire proper incentives and finances. Precisely, you should provide your users with various incentives when reaching out with your mobile application or significant valuable assets.

An incentive can be offered in the form of promo codes, discounts, or a membership form. Likewise, customers experience valuable brand identity such as Dropbox provides its users with free cloud storage services with diversified incentive free programs.

#10. Provide Flexible Way To Resolve Issues

Even if you want to unsubscribe from your services, always provide them a conducive and flexible ways to do so, in order to resolve these issues. Eventually, some websites make it complicated to unsubscribe them, this leads them to more frustration from the user’s side.

Make it simpler for them to opt-out from your services with a single click of a button. Hence, if you give them bad user experience, they will always rate your brand with worst user experience. So, always be flexible to provide all your provident digital features on your mobile device.

This article is contributed by Stephen Brian, digital content strategist at Logo Experts – logo design company

How To Leverage User-Generated Content For Your Digital Marketing Campaigns?

By Guest Contributor on May 8, 2019

Any good marketing campaign dreams of an amazing word of mouth marketing where people are left talking about your brand.

Are you a digital marketer?

Well, then I have a secret for you.

User-generated content is your best shot to make this dream come true. It is the most trusted form of marketing that there is at present.

Creating relevant and original content for your brand is really important, and if it is created by your users themselves, then nothing could be better than that.

It’s like you are making your customers do marketing for you.

But it is not as plain and simple as said. Certain tactics and tricks are required that allows you to employ and utilize user-generated content to it’s full potential.

This article throws light on such interesting ideas that let you leverage UGC for your digital marketing campaigns.

Come, let’s have a look how.

Run UGC Campaigns And Hashtag Contests

One of the best ways to collect user-generated content is through hashtag contests and UGC campaigns.

As a brand, you could host a UGC inspired hashtag contest on social media. For that purpose, you may create brand dedicated hashtags. Thereafter, you may ask your users, customers, and followers to contribute to the hashtag campaigns.

It is actually interesting because it taps into the creative sides of the users. Also, the perk of getting displayed as part of brand content is too rewarding for the users. And if you are rewarding them with giveaways, then that just ensures more engagement by the users and followers.

Promoting your UGC and hashtag campaigns spread a word about it, engages more and more users, thus making it a trend. Nothing could be better than that. A trending UGC campaign naturally attracts immense user engagement and interaction.

Creating a perfect brand hashtags is really important for making your UGC campaigns really successful. Your hashtag must be trendy, simple, short, and catchy. It must resonate with the idea of your UGC campaign and brand simultaneously.

Display UGC Through Social Walls At Events And On Websites

Another amazing way of employing user-generated content for your brand promotion is by displaying it your users in a really interesting and engaging manner.

Now, how do you do that?

A social wall is a perfect answer to that question. A social wall is one of the most interesting, attractive, and engaging ways to display user-generated content.

You could employ a social wall to display user-generated content to your audience at an event, to your potential customers outside your outlet through digital signage or even your website visitors by embedding the social wall into your website.

A social wall is generally accompanied by a social aggregator which comes with powerful moderation, curation, and analytics features. So, you are not just limited to the displaying feature of a social wall.

Best way of doing so is by embedding Instagram feed on your business website.

The moderation and curation feature helps you to maintain your content quality and health while the analytics feature helps you get a deeper insight into customer behavior and sentiments associated with the user-generated content that you are displaying.

Collect And Display User-Generated Reviews

User-generated reviews that are posted online by genuine customers have a great impact on the minds of aspiring customers.

Most of the users before making any online purchase look for reviews of customers who have already bought that same product.

Customers always trust user-generated reviews and peer recommendations more than branded content. It’s like in the form of these reviews, your loyal customers are vouching for your the quality of your services and products.

Now, these online reviews may be both positive and negative. You should know how to deal with both positive and negative online reviews.

When a positive review is posted about you online, as a marketer, it’s a matter of joy for you. You can proudly display that to your other users through a social wall, digital signage, or by embedding it on your website. Always thank your users for a positive review. This makes them feel acknowledged and they are prompted to review you positively even in the future.

Negative reviews, although unwanted but are really necessary. Obviously, you cannot display it as your digital signage or embed it on your website. But you can surely learn from it. Negative reviews bring out those aspects of your services and products that you might have initially ignored or skipped. Remember to leave a comment that pacifies your unsatisfied customers and makes them believe that you will do your best to improve your services and products in the future. Don’t leave them unanswered.

Display User Stories Through Videos And Ad Campaigns

When you run ad campaigns for your brands online, just remember one thing-

Your users are smart. They understand the difference between real and fake. They will know if what you are showing is genuine or produced by your marketing team.

So, try to incorporate real user experiences and stories as a part of your ad campaigns.

Try showing your real users sharing their stories in the videos you incorporate as part of your video marketing strategy.

You could also support a cause in that direction while promoting your ad campaign.

That helps you create a personal link with the users. It presents the humane side of your non-living brand entity.

It also helps you target users that are generally not under your target audience radar but they resonate with the cause you are supporting.

Over To You

These were some of the major and interesting ideas that could help you leverage user-generated content for your marketing purposes.

This article is contributed by Anne Griffin, Digital marketer and Technical writer – Embed Instagram Feed on website

5 content marketing strategies to engage more audience

By Guest Contributor on May 8, 2019

Each year, the Content Marketing Institute conducts a survey to find out how various companies are using technology to market their content. On a positive note, there has been an increase in the attention companies pay to content marketing strategies.

This year, 76% of companies reported to be taking content marketing more seriously compared to last year’s. In fact, 59% of businesses have a documented strategy for their content compared to last year’s 43%. Such an increase should also motivate you to come up with a content marketing strategy of your own seeing as how many others have benefited from it.

On the other hand, this means that there is a lot more competition among businesses within the same space. As more companies begin to employ effective content marketing strategies, it is paramount to rise above the rest. To do so, you will need a superb strategy unlike any other.

Make no mistake, this will be a bit daunting at first, but once you get in the groove, you will appreciate the returns from your business but also. To make it simple, we have trimmed down everything you need into five complementary strategies that can be used by any business.

Establish a goal for your marketing strategy

It would be pointless to launch your strategy before first establishing what you want to achieve. Everything else that comes afterward will be merely to achieve the goal, without which you can’t really direct your strategy. Can you imagine, say, a football team walking onto the field without a goal?

Even the best tactics would be useless without it. The same is true with marketing your business, where you must determine what you want to gain in the end. Not only will this help you to improve your business, but also to keep track of the progress made. Otherwise, it would be like sailing without a compass.

Obviously, the goals for different businesses will vary, but ultimately it’s all about growing your business by increasing your customer base. The actual, specific goal may vary a bit, but ultimately that is what it’s all about.

For example, you may be looking to increase your online sales to complement your running physical business or expanding into new territory. However, your goals must be very clearly defined because then you have a specific target. SEO Joel House Adelaide helps you establish a goal that is achievable and beneficial to your business.

Get to know your audience

This is one of the few situations where you are actually encouraged to be biased – you have to be. After all, you wouldn’t give the same speech you would at a dinner party as you would a kid’s birthday party, would you? Knowing your audience will help your strategy to be more effective and also less costly.

Politicians are the perfect illustration of good marketers, and it’s easy to see how well they know their audience, which is why they don’t even visit areas they don’t expect much support. This is the same thing you should be doing with your business instead of wasting valuable energy and resources.

The most straightforward way of doing this is by visualizing your ideal customer. For instance, it wouldn’t make sense to market a high-end restaurant to university students. Sure, some of them may visit on occasion, but for the most part, the effort would be a waste.

Consider what kind of business you run and who would be most likely to visit. Then find out how you can reach them in particular. It the case of a high-end restaurant, consider a location such as a business district. It also won’t hurt to know your competition. Remember that you won’t be the only one competing for business, so it is also important to know what the competition has to offer and seek to beat them.

Reach as many of them as you can

You now know what kind of person would be most likely to need your business, but how do you reach them? Once again, you need to be very specific about this to save your resources for other purposes.

Continuing with our example of the high-end restaurant with gourmet meals situated in a business district, how do you reach your target audience? Strategies like online marketing may not work very well as the targets are, let’s face it, not too technologically adept.

These would be the kinds of people to read the paper rather than log into their Instagram.

The hardest thing to do in business is getting a new client. Moreover, you only get a few moments to keep that customer. In order to reach out to people and have them visit your business or even your online page, entice them with offers, discounts, etc. Since people tend to spread the word by mouth, you may find even more customers this way.

Analyze the performance of your strategy

Just like you can’t become complacent on the business side, neither should you be in your marketing. Periodically check to see the progress of your marketing strategy and be ready to make modifications whenever necessary.

If you had perhaps expanded into a new area, look at the progress you have made that far and compare it with your goal. If the goal has not been achieved, then it may be time to revise the strategy.

Keep it consistent

Do you know why companies like IBM, Blackberry and Nokia went down the gutter compared to, say, Apple? They could not keep the quality of their products consistent.

You too have to be consistent, which does not mean resting on your laurels, but keeping up with the demands of your customers. This means constantly modifying your goals and adapting to change as it happens.

This article is contributed by Joel House, CEO and Founder of SEO Joel House Adelaide.

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