Social proof plays an essential role in the healthy growth of modern businesses, with feedback on sites like Yelp, Google+, and the BBB providing would-be customers with invaluable information. In an ideal world, your business would never receive a scathing review, but it’s an inevitable challenge you will face as you work to expand your business. Resist the urge to cower and hide when confronted with negative reviews, and instead use these opportunities to put the spotlight on the incredible service you offer. The following reputation management tips will keep your company protected.
Responding to Unhappy Clients
Negative reviews may feel like the end of the world, but don’t let naysayers get the best of you online. Some business owners lash out with unpleasantries while others remain silent in the face of a negative review—unfortunately, neither of these approaches will help your business succeed. Most review sites give businesses a platform for responding to derogatory remarks. Use this interaction to show other customers how you value your clients.
Treat an unhappy digital reviewer the same way you’d respond to an unhappy customer in the real world. For example, if someone complained about the poor quality of your restaurant’s food, you would apologize, offer to remake the dish, or offer a complimentary item from your menu. You should have the same goal in online reputation management. The only difference is you are responding in front of a crowd of spectators.
Incorporating Positive Reviews
An impressive 97% of all American consumers reportedly use search engines to learn more about local businesses. Capturing the attention of the average consumer requires deploying a thoughtful marketing strategy that incorporates positive social proof. Social proof lends credibility to your marketing claims and often makes a dramatic impact on overall foot traffic.
Many review platforms offer widgets you can build directly into your website to showcase positive reviews. Others provide embeddable links you can use to send visitors to your profiles. Use these tools to capitalize on the power of positive social proof.
Building an Active Online Presence
Creating a smart game plan for using both positive and negative reviews to your advantage serves a valuable purpose, but it’s even more effective to develop a proactive presence online. Many review sites, including Yelp and Angie’s List, offer signage you can display to invite customers to leave feedback. Encourage happy clients to post their remarks publicly, while handling any complaints you receive immediately. This two-fold approach helps generate customer loyalty while simultaneously sheltering your business from unwanted negative reviews.
Embracing the world of digital reviews proves challenging for many business owners, but the simple efficacy of these sites makes them a powerful marketing tool for companies of all shapes and sizes. Pay close attention to any review sites where customers leave feedback, and take the time to weigh carefully how best to respond and use these reviews. With a bit of thoughtful analysis and a smart customer service response, you’ll maximize your bottom line and attract new clients in one fell swoop.
Content marketing has rapidly become a pivotal force in marketing. Custom content spending reached $44 billion in 2013, and the trend has only continued its upward trajectory. While experts continually extol the benefits, well-written content can provide a marketing campaign, it’s important for business owners to grasp the potential content represents for their bottom line. The following tips will provide guidelines to help small business owners effectively incorporate content marketing into their overall digital marketing campaign and discover how to maximize your growth potential through inbound marketing.
Exploring the Benefits of Content
Well-written, informative content pays off handsomely for businesses willing to invest in the creation of these marketing materials. Consider the following advantages content offers:
● Long-term Traffic Acquisition: Unlike PPC advertising campaigns that stop drawing visitors at the termination of a campaign, content attracts new visitors indefinitely.
● Cost-Effective Marketing: Content marketing campaigns offer a scalable solution to fit any company’s marketing budget, big or small. Original, customized content will show results up to 62% faster than traditional marketing while generating three times as many leads.
● Authority Building: Creating great content establishes a brand’s authority and builds clout, in turn leading to a larger digital footprint that translates into more sales and a larger customer base.
Crafting Content that Resonates
The undeniable benefits content generates make it an appealing marketing tool for any business to consider, but it’s not enough to simply slap up a blog post and hope for the best. Instead, savvy entrepreneurs and small business owners must think about their target audience and the information those visitors seek. This information provides essential direction for content development.
When deciding which topics to write about on your blog, put yourself in your customer’s shoes. If you’re catering to local diners, consider creating a blog post that outlines the story behind your latest menu creation. Generate additional traffic by publishing a list of upcoming events in your local community and feature other businesses in your area. If your sells a product, develop a short outline recommending special occasions where customers might want or need to purchase your product.
The possibilities are truly endless—just make sure you keep the content flowing! Businesses that regularly blog generate up to 67% more leads each month, as opposed to those who neglect content marketing altogether. One helpful way to keep your content development strategy on track is to build an editorial calendar, with upcoming posts scheduled beforehand. This method keeps inbound marketing on the top of your priority list.
Mastering the complicated world of search engine optimization can be challenging for many small business owners. Fortunately, SEO doesn’t have to be an intimidating obstacle that limits a small business’ success on the web. If you’re eager to boost your page rank without outsourcing your SEO efforts, consider implementing the following simple tips anyone can implement without the guidance of an expert.
Social Strategy: Start Interacting with Others
Quantifying the results generated through social media proves immensely challenging for many small businesses, leading some to neglect their presence on these networks. SEO and social media are closely linked, however. From growing your followers list to creating shareable posts that gain traction quickly, there are several ways to maximize your social media strategy’s impact on your page rank.
Blogging: Build Authority for Your Brand
Search algorithms work to identify authoritative content to serve whenever a search query occurs. Sticking to an editorial calendar and publishing new blogs on a frequent basis helps boost your page rank by keeping your site fresh. As you share relevant information and draw a larger audience, you also foster brand loyalty and boost social shares, which also helps your page rank to soar.
As a bonus, consider using an SEO plugin to capture further search traffic. If you’re using WordPress to power your site, consider the Yoast SEO plugin. This free plugin ensures your keywords, page titles, and meta tags meet the best practice guidelines for SEO.
Content Strategy: Marketing Across the Web
Many small business owners mistakenly limit their marketing endeavors to their website, but savvy entrepreneurs should focus on building a content blueprint that incorporates a number of components across the Internet. Build a content strategy that highlights your value proposition while sharing your brand’s story, use a combination of blogs, contributions to other sites, social media posts, and visual media to get your message across.
Local Listings: Representing Your Business
According to Google, four out of five users research local businesses using search engines. Creating a presence on Google+ and Maps helps ensure your business ranks highly on searches from local consumers. If you haven’t already begun to do so, consider building a strategy for handling your reviews on these local listing platforms to capitalize further on their value to your business.
Optimization: Catering to All Visitors
Web visitors no longer stick with traditional desktop computers for perusing the web. Instead, you’ll likely receive visitors browsing on a number of different devices. Google changed their search algorithm on April 21, 2015 to prioritize responsive sites over those that don’t offer options for visitors on mobile devices. Don’t get on the search behemoth’s bad side simply because your site isn’t ready for the mobile customer! Instead, make sure you’re using a design that gives every visitor a great experience.