10 Best PPC Strategies
Great infographic by WordStream. Finding your "unicorn" is not an easy job. Find the right digital marketing partner to help you in your quest. There are only two secrets for success; knowledge and hard work.
How come multi-location businesses fail to manage online brand reputation? Here’s the reason why.
Businesses of all sizes, including enterprises and small & medium businesses simply don’t have the right tools. Most of them choose consumer tools or home grown, half-baked solutions and expect to be successful. When a disaster strikes, they won’t know because no one ever looks at data affecting your online brand reputation. It’s solely collected for the purpose of making process improvement and is done so within the traditional means.
What this means is that your world as you know it, is good enough. People don’t like change. Most people are scared of new technologies; it’s true. Businesses are slow to adopt new technologies primarily because the don’t see the value compared to the “traditional means” or in other words, they afraid of change. New technology, no matter how advanced, won’t be introduced at your company because you, the decision maker, are mostly unaware of all the benefits. Moreover, no one around you will tell you to look at it since most of them are very comfortable, so why change?
Using traditional means and not wanting to think ahead is not wrong. It’s awfully wrong. Not having the right tools that give you a bird's-eye view of your online brand reputation presented by hard numbers, is wronger than wrong. When you have multiple business locations, you can’t be in multiple places at the same time. Of course, you trust your managers and you do believe that they can do nothing erroneous, right? Now, back to reality. The reason you worry, don’t sleep at night and don’t take time off is because you don’t trust your managers, and do try to be in multiple places at the same time. Your blood pressure is off and your doctor is strongly suggesting that you take it easy. But can you? Most likely you still have a few mortgage payments, your kids are still in school and you worried about financing their future. All of that can be helped, fast. All you need is the right tools.
Imagine being able to look at your brand and instantly seeing that your locations are listed in the right directories and review sites that are most important in your industry, and see if the listings are accurate. Imagine being able to see average review scores by location and ponder why King St. location, in comparison to your other business locations, is lacking in customer satisfaction, with an under 3.5 star rating. You’ll be able to answer “why”, simply because numbers tell a story, and graphs show you which manager is underperforming. You’ll never have to guess again or make decisions made based merely on word of mouth When customers or clients leave reviews these days, they tend to get personal. Would it not be nice to know that Agnes at your Bond St. location is costing you your reputation and hence is responsible for your declining revenues?
Here is the good news.
Right tools do exist, and what I have described is not science fiction; it’s reality. And yes, it’s affordable and will cost you a lot less in comparison to Agnes’ mistakes. Stop guessing, get the right tools and succeed. Many of these new technologies are already used by your competitors, why not join the race? It’s not a matter of having better tools, it’s a matter of having the right ones. Having the right tools will just mean that your company, will be coming in first place.
In the last 5 years, the number of smartphone apps has grown dramatically to over 2 million available apps in both Apple App Store and Google Play. In September 2016, Apple announced that 140-billion apps have been downloaded from its App Store since its launch in 2008. No wonder every business wants a piece of this pie. We tend to forget and discard, at times, that even if we had 1000 apps on our phones (I’m almost confident such thing exists), we would only be using a small fraction of apps that we consider the most “useful”. Here comes the “app fatigue”. Not surprisingly, big boys like Google, Apple, Facebook and Amazon are maintaining the lead in app usage and the trend will continue as long as they continue to deliver the services everyone needs.
What does that mean to your business? It means that in order to be successful, you need to be found online. Your organization must have an accurate business listing in as many online directories as possible, in order to be found and to be trusted. Inaccurate business listings generally contribute to consumer suspicion and potentially leads consumers to mistrust. In addition, not only does your business need online reviews, you must care enough to respond to those reviews, in order to encourage your other customers to do the same, hence promoting your brand and building trust. Yes, you heard me, you must respond to both negative and positive reviews unless customer engagement is not on your agenda.
Is developing an app or joining an app based community like Home Stars or Houzz, or any other that covers your industry makes sense for your business? Would it be the best investment? Probably not. Why? Because not everyone will download an app, or will use it even when it’s installed. Alternatively, most people, whether loyal customers or future customers, will search for your product or service online, be it on their smartphone, tablet, laptop or desktop. If you are not present in Google search results, you do not exist and someone else, who cared enough to make themselves visible online, will be serving your target audience while growing their business. Your competitors will indefinitely steal a good amount of prospects, leaving your business in a ditch.
With the winter holiday season approaching, hopefully you will have some downtime and will spend it with your family and friends. Whenever you have some free time, try to think about some of the ways to improve your online marketing strategy and win over your consumers in 2017. In most cases, beating your competition is affordable when you choose the right digital marketing partner.
Happy Holiday Season from all folks at the Reputation Mart!
Statista.com - Number of apps available in leading app stores as of June 2016
Statista.com - Cumulative number of apps downloaded from the Apple App Store from July 2008 to September 2016 (in billions)
Techcrunch.com - App Fatigue
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