What does content marketing success look like to you? Is a healthier pipeline? Increased client retention? Or something completely different? While every marketing team might have a slightly different goal for content, the message is the same: You have to create a predictable way to gauge the impact of your content. The content marketing journey
Your Brand reputation? Just what does this term mean and how does it apply to your business or company? That is exactly what we will cover in this short article.
What brand reputation really boils down to is how your company is perceived by customers or clients online, and offline. It’s also involves the emotions and ideas the customers associate with your brand. It revolves around everything your company does, again not only online, but offline as well. The main components that can have the biggest effect on your brand reputation involve public relations, promotions and advertising and customer service.
This can be as simple as someone typing into Google search your company name + “reviews” and what shows up in Google My Business reviews and also reviews left on Yelp and YP.com. It can also involve what people are saying about your company on social networks and talking about your product or services.
With some careful thought and planning, you can actually use the theory of brand reputation as a great tool for marketing. If your product is used by millennials, then making your marketing campaigns stand out and geared towards them is a must. This would be done by making sure your site, product pages or service pages are mobile friendly and making use of the latest social media platforms. Then portray the image that your product or services are the coolest around, and everyone that is cool is using it.
How Is Your Business’ Brand Reputation?
There are some important things to remember when it comes to your brand reputation management. Not all of your marketing campaigns will be interpreted the way you intended, or you may have a problem with a product, or for whatever reason, things go wrong.
Amanda Marie wrote a great article on Business2Community.com about do’s and don’ts when it comes to your brand’s reputation:
Before Al Gore invented the Internet, there were fewer avenues of perception that brands had to pay heed to. It was simple, there was TV, newspaper, and radio.Through a combination of good service and well-intentioned, well-designed advertisements, brands could effectively shape their image to the one that promised them the most success. Now it’s TV, newspaper, radio, and a hundred online variations as well. In truth, there are thousands – but the average brand only needs to focus on those relevant to it’s customers and industry.
The playing field is larger, the competition is fiercer, and there are significantly more angles to consider. Brand reputation management, once a subset of a business’s marketing plan, is now the driving force behind it.
There are several key facets of online brand reputation management, each of them equally important.
Don’t Spam Search Results
If you create a large number of web profiles in an effort to overwhelm Google, you’re digging a hole for yourself. There are a lot of reputation management companies that offer to build a lot of social media profiles, press releases, and other garbage web content. It’s both cheap and ineffective. Google and Bing are smarter today, and they don’t fall for this technique anymore.
Do Work to Improve Your Search Ranking
The view from the top of the search engine rankings is pretty great. A study from online ad network Chitika found that the first organic listing on any given Google search page (that is, the first listing that is not a sponsored ad), receives 32.5% of the traffic. The second listing receives 17.6%, the third listing just 11.4%. “Position zero” search results, like Google’s “Featured Snippet” and “People Also Ask” boxes may garner even more attention.
Your brand reputation management strategy should put particular importance on getting your listing to the top of the search page, and making sure it stays there. That means providing varied, quality content, and doing the proper SEO legwork to make sure you stand out.
Continue Reading “Some Do’s and Don’ts for Brand Reputation Management“
Amanda wrote a really good article. However, there is one point that she makes that we don’t totally agree with. She says that you shouldn’t spam search results with social media profiles and press releases. We do agree that you shouldn’t just build a lot of profiles and abandon them.
We take the approach of building these properties and then pushing quality content to them. This can be extremely helpful when your company has received some bad publicity and push that bad content farther back in the searches. By building these other properties and maintaining them, you will also be able to leverage one of her other points of improving search ranking results.
How Do You Begin Working On Your Brand’s Reputation?
Some companies let this first step overwhelm them. It’s really not that difficult for local businesses. Angely Grecia wrote a good article on MeltWater.com that gives some great advice on taking the first steps:
Online content adds a dimension to your brand – and ultimately your reputation – because the same brand can be perceived differently by online and offline audiences. The best way to manage brand reputation is to tell a cohesive story – to a receptive audience. While controlling the message in an age of social media is no longer an option, you can still steer the dialogue.
1) Make a Good First Impression
What first impression do you want your brand to portray? … Time’s up. It takes less than 50 milliseconds to form a first impression. First impressions are so important because they give way to a ‘halo effect.’ Consider how visual design and the colors you use impact the way people feel about your website open the first view, that assessment is often transferred to its functionality.
2) Own and Embrace Who You Are
Your brand is derived from a mix of who you are (your executives and colleagues), who you want to be (your brand values), and who people perceive you to be (the user experience and branding). In a perfect world, your reputation follows the brand. Help this along by making your brand present across the customer touch points in the business: how employees answer phones, what employees and salespeople wear, what language they use when describing your services or products, e-mail signatures, social media presence and how they engage online, everything one can think of. The brand is every employee’s responsibility–not only the communications team’s. As a PR pro, you can ensure the whole company understands the corporate mission, vision, values, and goals so you can all believe, live, and breathe this.
Continue Reading “5 Steps to Brand Reputation Management“
Great article from Angely. We especially like that her first point about making a good first impression. That ties into what we were talking about earlier about how your brand reputation can be tied in, and to your marketing.
Summing It All Up
How your brand is perceived is extremely important to your companies survival. It can make the difference in spectacular sells, or your business going under. By managing your reviews in search, what is being said on social media, as well as “buzz” about your business, you can take your company to new heights.
To learn more, or take control of your company’s brand reputation and management, visit our site @ MDIMSolutions.com
Evergreen content; it just sounds calming. You can solve all your problems by simply saying: “Don’t worry, we’ll just create some evergreen content and then sit back and watch the traffic roll in forever.” Done.
Influencer marketing is booming—and it’s not hard to see why. Influencers lend authority and credibility to your brand and content, help connect you with new audiences, and typically deliver more ROI than traditional digital marketing tactics. As a result, brands large and small are forming both paid and unpaid partnerships with influencers—and using social platforms to spread
This month marks exactly 181 years since the first advertisement was ever published. The ad in question appeared in the French newspaper, La Presse, and other papers quickly began following suit. For the first time in history, businesses were using “content” distributed to a large audience to formally promote their products and services. Clearly a
What exactly is reputation management, and how can it effect your business? In this brief article we will cover what it is and why your company needs to monitor it’s online presence and what your customers are saying about you and your services.
Online reputation is becoming more important for businesses of all sizes that do and don’t have an online presence. Just because your company doesn’t have a website, which in this day and age is ludicrous, or doesn’t have a Facebook page, or Twitter account, doesn’t mean that these platforms aren’t important or relevant to your company.
Not only do you have to be concerned with what’s being said on social media, but also the countless directories online like Yelp, Manta, Kudzu, YP.com and a host of others.
The Affect Of Your Online Reputation On Your Business
So down to the nitty gritty – let’s first look at some statistics about online reviews and how they are perceived by the public. In an article done by Kent Campbell on Reputatoinx.com blog, he shares some brutal statistics:
Eight Reputation Statistics That Affect How You’re Seen Online
91% of North American consumers read online reviews to learn about a business.
For better or for worse, most consumers are checking out Google Reviews, Yelp, and other customer feedback systems to get more information on businesses, says the most recent BrightLocal Consumer Review survey. Consumers often take into account what other people write about a brand, product, or service to determine if it’s a “good” business or not.
60% of consumers: Negative reviews turned them away
If reviews are overwhelmingly positive, the survey reports that 74% of consumers have greater trust in the organization. On the other hand, 60% of respondents said that negative reviews made them not want to use a business. Those with mostly 1- or 2-star reviews fail to convert 86% of prospective customers –– a major loss, especially for startups, who need the initial momentum to get going.
Recent reviews taken more seriously
The report also shows that consumers are getting better at sorting the real reviews from the fake, and they’re more likely to take a recent review seriously than an older one. Consumers will catch on when businesses hire people to write fake reviews, or resort to other automated, non-organic means of cultivating a positive reputation. Only authentic reviews will do.
Good information from Kent that simply can’t be ignored. He also stated in his article that businesses with mostly 1 star and 2 star reviews fail to convert about 90% of new potential clients!
In Kent’s article, that was mostly about what is happening with what can be found in Google search. But what about social media?
Monitor Your Social Media Reputation
Usually with social media your reviews are in the form of comments. Now there are more platforms that you need to be concerned about. The two major sites that you must monitor are of course Facebook and Twitter. Fortunately, it’s easy to respond to these comments, but you must respond to these comments calmly, intelligently and most importantly – RESPECTFULLY. Get this wrong and it can cost your company thousands, if not millions in lost revenue!
Kissmetrics wrote an article with some great examples of “getting it wrong” or “reputation management failures” as they call it:
Here are three famous cases of reputation management failure in the digital era:
- Dark Horse Café received a tweet criticizing their lack of electrical outlets for laptops. Their response was something like: “We are in the coffee business, not the office business. We have plenty of outlets to do what we need.” Needless to say, this kind of defensive/aggressive behavior doesn’t work in the online world. Many blogs reported the fact as a negative public relations case.
- Nestlé received negative comments about their environmental practices a few years ago, and they did not address them. People started becoming aggressive and posted altered versions of the Nestlé logo, forcing the company to close their public page. Takeaway? Do not pretend people are not talking, and address criticism as soon as possible.
- Amy’s Baking Company fought fire with fire against a one-star internet review. Their insults against the reviewer eventually were picked up by the local news. It is obvious that negative attention is not good publicity.
What are people saying about you? Good online reputation management is not only about reacting well to what people say about you, your brand, or your products and services, but also about whether to react at all and, if so, when. Sometimes a reaction is not necessary, and sometimes a reaction that is too late can cost you millions.
A proactive approach to the matter consists of monitoring your public reputation on a regular basis, and not just when you come to know about a specific event to deal with. How do you do this? The magic tools invented to solve this problem fall under the name of “social media monitoring.”
Read The Full Article “The Definitive Guide to Online Reputation Management“
Great article for Kissmetrics. There is a lot of good information there. How you respond to unsatisfied customers and reviews for social media also needs to be applied to Google reviews and other review sites like Yelp as well.
Summing It All Up
Reputation management consists of just what it says, managing what customers are saying about your company online and giving a proper response, if required.
All to often it’s something that companies and businesses think about after it’s too late. Bad reviews and negative comments are on multiple platforms and sales are plummeting.
Our company prefers the avenue of “reputation marketing”, which is something we will get into in later posts. So stay tuned to our site for more on how you can protect your online presence.
If you would like a free consultation about your company’s online reputation, visit our site at https://www.mdimsolutions.com
I have heard digital marketers say that Search Engine Optimization is “free” traffic. I want to help set the record straight by letting you know that SEO is not “free.” Budgets are still needed to write content and have a SEO consultant work on a website. There have been multiple times in my career that
Why should your business be using digital marketing? In this short article we will give you some examples of how the internet can help grow your business by increasing traffic by reaching customers where they are spending their time, and most importantly, how you are able to measure your ROI.
If you pay any attention at all to your surroundings in your daily life, it’s easy to see why you should be using digital marketing to reach new customers. When you are at the mall, walking down the street, or even at a restaurant, people are on some type of device. That alone should be reason enough. For you naysayers, we will give you more.
Top Reasons You Need To Be Using Digital Marketing
We started to write out a long description, but found this article by Eleana Stylianou that she wrote on CareerAddict.com that gives 10 reasons you should be using digital marketing:
1. More Cost Effective
It is more cost-effective than traditional marketing. This is especially important for small businesses as they don’t have many resources or a lot of capital. New media can provide you with a cheaper and more effective advertising channel.
2. Use Content to Connect with Customers
Using digital content either sponsored or free allows you to connect with consumers much more effectively than billboards, direct mail or PR campaigns. The strength of your online presence now directly linked to the success of your business.
3. Cater to the Mobile Consumer
Technology has evolved so much that mobile gadgets are no longer considered mere alternatives to personal computers or laptops. 91% of adults in the US alone always have their mobile devices within reaching distance and regularly use them to browse the internet. The largest group of consumers is using their mobile devices daily, so it’s essential that you use a marketing solution that targets these devices properly.
4. Realise Higher ROI and Revenue
By increasing your digital outreach, you can increase your revenue. The more data that you can extract from your outreach campaigns, the better your predictions and subsequently ROI will be.
5. Track Your Customer’s Journey
Using analytics services like Google analytics, you will be able to monitor all your customer’s actions, preferences and get a better insight into their behaviour. Analytics allow you to build the persona of your customer so that you can offer them the perfect experience.
It’s important to note her point 3. Everyone has a smart phone now! You need to finish reading her full article to find out more, especially points 9 and 10.
Measuring Your ROI
At the end of our last article – “What Is Digital Marketing And What Does It Consist Of?“, we briefly touched on the advantage of digital marketing for measuring your marketing dollars ROI. One of the best ways to check and monitor your ROI is by using Google Analytics.
If you have never used the Analytics tool before, you may be a little overwhelmed at first, but after digging around for a little while, you will come to realize just how powerful this tool can be. This tool can give you a wealth of information.
We found a post on ValueWalk.com which gives a quick overview of what is available with this awesome tool and backs up our claim of how powerful it is, as well as pointing out other uses besides measuring ROI and traffic:
Learn the tricks to master Google Analytics
Google Analytics, a powerful tool for web analytics and a master key to a successful digital presence. It is extremely important for a website manager to know the type of visitor it receives, data on the type of resources they access and other relevant factors; in order to improve their website performance and to cater to a larger number of audience.
Most Google Analytics account holders have been observed to be looking at the top layer of this powerful tool, and this includes looking at numbers which signify the number of views and visitors, but there is much more to this free yet amazing analytics tool. Features that can provide you an insight of visitors, they activities and demands; and thus enabling the webmaster to enhance their website experience. Here are a few handy tips and tricks that would allow you to get the most out of Google Analytics tools.
Two key take aways from the article is the ability to measure site speed as well as mobile device reports.
However there are some things that you need to do to be able to use this tool to it’s maximum potential. As part of our internet marketing series of posts, we will cover this more indepth in upcoming articles. So be sure check back to learn more about Digital Marketing @ MDIMSolutions.com
Four Steps to Unlocking the Real Power of Marketing Personalization [Infographic]
Personalization is a priority for many marketers to better reach and engage with their audience. This infographic shares statistics and 4 easy steps to create content experiences that resonate with your audience and provide valuable and personalized information. MarketingProfs
Google Releases A Website Builder for Small Businesses
A new tool called “Website”, is a single-page website builder that is free and allows small business owners to create and edit websites in minutes, either on desktop or mobile. This feature is an extension of Google My Business, meaning you have to have a complete GMB listing to use the tool. Search Engine Journal
The Most Hated Online Advertising Techniques
This is an updated study, originally conducted in 2004, to understand how consumers respond to online advertisements today. Participants were shown different types of advertisements and rated how much they liked or disliked them. The results show the most (and least) “hated” online advertisements for both mobile and desktop platforms, and some of the characteristics remained the same as the early 2000’s. Nielsen Norman Group
Data-Inspired Guides to B2B Sales & Marketing Lead Generation
Targeting the right leads at the right time is one of the biggest challenges for B2B marketers, and this report shows you insights on lead generations, how quality data can optimize demand generation programs and ways to shorten the modern sales cycle. Dun & Bradstreet
Bing Ads: Opt Out of Displaying Ads on Desktop
Advertisers can completely opt out of desktop displayed ads by now setting their bids to -100%. This is a new feature that is aimed to support mobile-only campaigns and allows advertisers to set negative bids for desktops. It will be available to all advertisers in the next few weeks, and is supported by Bing Ads Web Interface, Bing Ads Editor for Mac and Windows and Bing Ads API. Search Engine Journal
Snapchat Opens Self-Serve Ad Platform, Provides New Ad Creation Tools and Options
Advertisers can now create and purchase their own Snapchat ads via a new dashboard. You can also use Snapchat audiences, which includes lookalikes, Audience Match options and Snap Lifestyle categories which use in-app data and location-tracking to reach audiences with more relevant messaging. Lastly, the Snap Publisher tool allows advertisers to create Snap ads with pre-designed templates, which will be available in the near future. Social Media Today
Twitter is Testing a Way to Let Users Know What’s ‘Happening Now’
Twitter’s new module at the top of a user’s timeline showcase popular events that are occurring, such as sports. You can click on a card to see a timeline of tweets related to those events. This feature is still in experimentation phase, but could be launched soon. AdWeek
Introducing the LinkedIn Content Insights Quarterly: Q1 2017
These insights will appear after the close of every quarter which uses LinkedIn data to examine what content LinkedIn members are engaging with on the platform. Categories included in this report are top topics, top articles, top growth topics and advertising and engagement topics and articles. LinkedIn Marketing Solutions Blog
What were your top digital marketing news stories this week?
We’ll be back next week with more top digital marketing news! Need daily news? Follow @toprank on Twitter!
We decided to write this article to help clear up any confusion as to what it is that our company does. It’s been a long time coming, and with our new website completed, we thought now would be a great time to go ahead and publish it.
Digital Marketing, or sometimes also referred to as Online Marketing – unless you don’t have a computer, tablet, smart phone or an Internet connection, you have been exposed to it in one form or another. It has become the best way for businesses of all sizes get and maintain Brand awareness as well as bring in new customers. It’s the fastest growing and evolving form of marketing on the planet.
Why has digital marketing been expanding at a phenomenal rate? That’s because other forms of marketing to the public have really lost their value and effectiveness in recent years. TV ads have become increasingly expensive and out of reach for most business owners. Regular radio has lost potential listeners to commercial free satellite radio and other platforms like Pandora. Even roadside billboards have lost their effectiveness because most passengers in a vehicle are on their smartphone checking out Facebook.
So exactly what is Digital, or Online Marketing?
Basically, it’s an umbrella term used for several methods of reaching your audience or clients across the web. A few of the main platforms to reach your company’s audience or clientele include:
- Your Website
- SEM, or Paid Ads
- Video Marketing
- Social Media (Facebook, Twitter, Pinterest, Instagram, etc.)
There is a lot more to marketing online, but these are the basics. Now we will cover how you can reach your audience or new customers with these platforms.
Your Website: In our opinion, and many other professional online marketers, this is the most important part of the equation. Almost all of your ads, social media outreach, emails and everything will send customers back to here to learn more about your services and products. Your website also gives the first impression of your Brand.
One of the biggest assets to your website is to have a blog. You can write content for your audience (like this post). Your viewers can learn more about your company, your services or your products.
Then Local SEO comes into play. You can get your website to rank high in the search results for terms that people using the internet use to find your company’s services. This can also be applied to your blog posts as well.
SEM (Ads): Ads are everywhere! You’ve seen them on Facebook, Twitter and every social media platform, as well as your favorite browser when you search for something on the Internet, like a service or product. It’s still a good way to expand your business and your Brand. There is some debate as to if they are still viable as most people skip the ads and get to the content they are after.We feel that it’s still a great method and should be combined with SEO.
Video: This is a medium that is growing very rapidly! There are all kinds of estimates on different blogs as well as research that claim crazy numbers like 80% of all internet traffic will be through video by the year 2020. While we don’t think it’s will be that crazy, by looking at the past history of video, it will definitely take it’s lion share of marketing!
Video is extremely engaging. People have short attention spans and would rather watch the internet than read it. You can quickly inform the viewer of who you are, your service, and why they should choose you over the competition.
Social Media: This platform is growing by leaps and bounds daily as well. It seems like there is a new platform every month. However, the tried and true giants are Facebook and Twitter. Others that are really paying off with an excellent ROI are Pinterest, Instagram and LinkedIn.
Depending on what type of business you have and your projected audience will depend on which social network will work best for your company.
This is in no way an exhaustive list of all the different types of digital marketing. It is, however, our favorites and work the best for every business type that we serve and help grow.
There Are Almost As Many Different Explanations Of What Digital Marketing Is As There Are Digital Marketers!
Have you noticed the phrase “digital marketing” being bounced around a lot more lately? Me too.
I admit that I’m one of the sources of that bouncing. With the rate of change occurring in the marketing world, I think describing what we do is something that isn’t really satisfied by just one phrase. Content, Search, Inbound, Multi-Channel, Integrated, all seem to have their place, but “Digital” seems to express what most companies are creating in their marketing right now.
What is digital marketing?
Digital marketing is a term used to describe the integrated marketing services used to attract, engage and convert customers online. Digital marketing utilizes multiple channels such as content marketing, influencer marketing, SEO, social media and online advertising to help brands connect with customers and uncover performance of marketing programs in real-time.
As much as people toss around “digital marketing”, I get the impression that we’re not all on the same page in terms of what it actually means. Just a few weeks ago, we posted a digital marketing predictions post that now has nearly 8,000 social shares. Both the answers and the feedback were quite varied.
If you read that article and saw all the different answers, you know what we mean!
But here is the kicker – with all of these types of online marketing, it is very easy to track what types are performing and giving your company a satisfactory ROI. This is explained in a fantastic, lengthy article written by Mike Tomita in his article “Measure the ROI of Digital Advertising Beyond Revenue Impact”:
Return on investment (ROI) is an important part of digital marketing (and really, almost every part of marketing)—it tells you whether you’re getting your money’s worth from your marketing campaigns. And if you’re not, it’s critical to get to the bottom of it, and understand why so you can learn how to improve your campaigns. But first, you need to understand how you can effectively measure the ROI of digital advertising.
The most instinctive way to measure digital advertising ROI is to track metrics that tie directly to revenue and profit (think conversions, opportunities, etc.). While it sounds great on paper, in the real world, this oversimplified view can paint an inaccurate picture of your ROI, especially if your product is sold at a low price per unit. Big picture measurement often factors in soft metrics—things like brand impressions, impressions, website visitors, and downloads—which help tell a more complete story.
You need to take the time to read that full article if you are interest in some of the best ways to measure you digital marketing ROI.
So there you have the basics of online marketing. If you want to learn more about Digital Marketing, stay tuned to our website!