SEO

5 Tips to Increasing Your Business’s Online Reputation

feedback-1977986_960_720With almost all business being conducted online it’s no wonder that businesses, not just individuals, are concerned about what the ‘online world’ is saying about them. From sites where employees can review their managers to social reviews speaking about brand experience, businesses today need to consider adding reputation management to their online marketing mix.

Reputation management, or online reputation management (ORM) as it’s also referred to, controls how others see you when they look for you online. It allows you to take control of the online conversation. A multi-pronged process, reputation management analyzes, establishes, protects, restores and monitors your brand’s image online. Negative items online can seriously impact your company’s reputation. Reputation management can bury the negative material found on the Internet, defeating it with more positive material to improve your credibility and customers’ trust in you.

The importance of reputation management

Reputation management should be a top priority for any business. You’ve worked hard to build your business but one negative review can negatively impact your company’s reputation and bottom line. We all know that your buyers turn to the Internet when looking for a business and/or to read reviews about your business. And they believe what they read, take a look at these stats:

  • When looking for a local business, 97% of people read online reviews (BIA Kelsey)
  • 92% of users will use a local business if it has a 4 star rating (BrightLocal)
  • 88% of consumers say they trust online reviews as much as personal recommendations (Forbes)
  • 72% of consumers say that positive reviews make them trust a local business more(BrightLocal)
  • Two out of three people see the Internet as the most reliable source of information about a person or a business (Edelman Insights)

Now that you know the stats on how important it is to your business, here are a few tips I’d like to share with you about how to increase your business’s online reputation:

  1. How do you identify and monitor the issues? You’ll need the talent and resources to identify and monitor your company’s reputation on an ongoing basis, as this is not a one-time deal to defeat any negative material and create and promote positive content that will give your company a great online image. At CreativeWorks Marketing we provide Reputation Management Services and can help identify and monitor your online reputation.
  2. What is your company’s online reputation? The first thing we need to do is to determine how others see you when they look for you online. Is your brand and image being perceived in the way that you had envisioned? We scour, search and monitor websites, social media platforms and review sites on an ongoing basis.
  3. We get your story out there. The best way to promote a positive image or to counteract a negative comment is to get your story out there. Positive, accurate content is needed on an ongoing basis to create and/or improve your online presence – blogs, videos, podcasts, ebooks… You control the story.
  4. Promote your company on social media. LinkedIn, Twitter, Facebook… You need to be where ever your customers live. And social media sites will help your search engine results rankings which can positively impact your online reputation.
  5. Search engine optimization (SEO). SEO is very important to reputation management. It can be used to help potential customers find you and to emphasize positive information about your company. SEO is an excellent tactic when trying to bury a negative comment. The negative comment is pushed down and supplanted by positive content, minimizing or eliminating its effect.

Don’t take a chance with your company’s reputation! CreativeWorks Marketing can identify and monitor your online reputation, deal with any negative material found on the Internet and promote a positive image that will inspire customers to do business with you. We know how important your business is to you and we will make every effort see that your reputation is stellar and that you control your digital footprint. Contact us today.

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The Rise of Digital Marketing

Screen Shot 2015-02-09 at 1.26.20 PMThe digital world is tied directly to data, and data is everywhere. When it comes to marketing, data informs marketers about audiences, their interests, intentions, and where they choose to interact. I believe that being able to analyze big data, create original content and having a sound digital strategy are three key factors a company should consider while aiming for success in the current digital climate.

Big Data

Because of the rise in available data, digital media has become an incredibly integrated part of consumers’ daily lives, and digital platforms are constantly updating themselves in order to provide the best user experience.

Being able to analyze and report data is a key component to any marketing strategy (at least it should be). Everything will be enhanced by the growth of big data – get ready!

Content

I’m sure you’ve heard the phrase, “content is King”. When content is relevant and interesting, consumers cannot wait to read and share your brand’s content. This includes video content too (Instagram recently introduced a looping feature on their videos!).

Also, blogs are making a comeback because SEO matters now more than ever, and you need content to post on your social media sites – what better content than your own, right?

Digital Strategy

The changing digital landscape means digital marketing is constantly evolving, and marketers, like myself, are forced to learn how to use new software, how to use different platforms (including mobile), how to apply new techniques, and how to manage and optimize marketing efforts.

Location matters more now too. As the Internet grows at an incomprehensible rate, users are looking for more local experiences. We’ve seen the emergence of companies, like Uber and UberX, providing local goods and services at the push of a button. Being able to offer customers a local experience (that’s easily accessible via their smartphone – think convenience) keeps you relevant. This means we should see a rise in the amount of geo-targeted advertising, and social content created.

Content creation, SEO, and social media, shouldn’t be treated as specific departments, but rather as skills that exist inherently within your marketing agency (or internal marketing team).

What does this mean for businesses today?

Before you, or your company, settle on a marketing budget, I recommend you look at the latest trends and technology, and understand which of these your customers use so you can create a plan that leverages all available data. The success of today’s marketing campaigns largely relies on sound marketing strategies that have adopted new digital technologies.

If you’re unsure of where to start or if your marketing strategy is outdated, please contact me at info@creativeworksmarketing.ca to see how I can help your business.

Does your company have a digital strategy in place? What are your biggest challenges with digital marketing? Comment and share your thoughts with me!

The Mystique of SEO

SEO-mystiqueIt seems like SEO is big business these days – it’s the “buzzword” de jour! With more and more SEO consultants, online SEO experts, SEO packages, SEO promises, and SEO professionals popping up every day, I find myself and many of my clients bombarded with the pointed message: “Your business will die without proper SEO” (I am paraphrasing of course).

With many web companies, online providers and marketing companies all providing SEO, how are you to know which one is offering the right SEO for you? Should you buy that SEO package online or use the consultant from that SEO Company everyone is talking about? I certainly understand all the SEO confusion that exists in the marketplace.

SEO by its shear nature is continuously evolving which is why there seems to be a mystery around what it is exactly. Let’s demystify it: SEO, or Search Engine Optimization, plays an important role in your customer’s research and buying cycle. It attracts potential buyers to your website through critical and relevant keywords and phrases ranked high in search engines where searchers are already looking for information about them. SEO is about being where your customers are, and directing them towards solutions you offer them.

SEO is so important, in fact I would say it is absolutely essential to helping you grow your online business, but like other marketing tactics, SEO needs to be part of your marketing strategy.

A good marketing strategy will provide an indication of which marketing tactics should specifically target your audience. The tactics will complement SEO and in combination, strengthen and reinforce each element to grow your business exponentially. To be clear, SEO alone (i.e. without brand awareness, and a strategy) cannot help you reach your highest marketing potential.

How much you should invest in SEO, what type, and who implements, are great questions for a discussion to have with your trusted marketing agency or advisor. Although they may not be SEO experts, they should be able to help you understand why you need it, what type of investment you might be looking at, and point you in the direction of a professional SEO specialist.

Does your marketing agency provide you with SEO services? What type of successes have you had with your SEO? How long did it take for you to see results? What investment have you made? I look forward to your comments below.

What’s Your Biggest Pain Point?

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As marketers, we try to assess client’s needs and results to understand what strategy should be followed to help them achieve their goals.  As success can be measured on various levels including ROI, awareness, reach, leads, and conversions, it is critical to clearly define your needs, so a targeted strategy can be developed.  Needs are usually rooted in what I like to call “pain points”. In this weeks blog, I thought I would take the pulse of the industry and ask you what you feel are biggest pain points facing your business.

As a result of this quick survey, I hope to share with you “pain point” trends and some analysis of what these trends might mean for our industry and your business. The results will only be as strong as your participation, so I hope you’ll participate. What is the top “pain point” facing your business?

  • Financial concerns
  • Employee/personnel issues
  • Marketing ROI
  • Marketing strategy
  • Online marketing (emails, web, ads)
  • Mobile application of business
  • No brand awareness
  • Lack of sales
  • Lack of innovation
  • Other – define:

I look forward to reading the results and sharing the trends in next week’s blog.

Why is Marketing one of the Least Respected Business Disciplines?

persuasionMany business owners consider marketing to be a necessary evil, you know you need to do it, but you’re not exactly sure why or what you need to do.  Marketing is an indefinable grey area covering the various activities you might do between producing a product, offering a service and selling it.

Although online marketing has helped to improve this, it’s often hard to directly attribute revenue to marketing, it’s always been one of the least-respected business disciplines — poorly measured activities that are deemed “not necessary” and are the first to be cut when times get tough.

I like to think of marketing as all the steps that lead up to the sales conversation — whether it’s market research, branding, pricing and distribution, packaging and promotion, market segmentation or advertising.  All of these disciplines help to bridge the gap between the product/service and the customers who either buy them or ought to.

Simply stated, marketing is everything you do to place your product or service in the hands of potential customers.

You might think of marketing this way: If business is all about people and money and the art of persuading one to part from the other, then marketing is all about finding the right people to persuade.

No matter how terrific or unique you company is, people (consumers) don’t just “buy” a product/service.  It is not happenstance that they want to buy YOUR product or service. They “buy” the concept of what that product/service will do for them, or help them do for themselves.  For example people who are overweight don’t join a franchise diet centre to eat pre-packaged micro-meals.  They “buy” the concept of a new, thin, happy and successful self.

People have their own unique perceptions of the world based on their belief system.  The most innovative ideas, the greatest products, or a superior service succeed only when you market within the context of people’s perceptions. Once you understand and accept this premise, you are ready to start marketing your brand to your audience.

I leave you with the immortal words of Aretha Franklin, “All I’m askin’ (oo)
is for a little respect…”

Do you feel you have a good understanding of what role your marketing plays in your company?  Do you feel your marketing should increase your sales or that your marketing should you’re your audience to the sales conversation? I look forward to hearing from you in the comments below.

Why Your Brand Matters

brand-loyaltyMany businesses feel that “branding” is just a marketing term and that it really does not matter what your brand is as long as you can offer clients what they want.

I find this view ironic, as branding is exactly that: making sure you offer the client what they want. Branding is the step before you make an offer to a client.  It establishes an identity, stirs feelings and makes a connection between those feelings and that identity.  Whether B2B or B2C, your brand resides in the hearts and minds of customers and prospects.

As I’ve mentioned many times in the blog, your brand is much more than a trademark or slogan.

Making customers feel good about your product or service is the key to breaking through the cluttered marketplace of products and messages.

Branding helps customers build loyalty to your company and its offerings.

I have listed below what I feel are the top tips you’ll need to establish a strong brand:

  1. Cut through your own clutter and everyone else’s
  2. Improve the perception of “worth”
  3. Position YOU as the preferred solution to a perceived need
  4. Attract and retain customers to YOU

You might want to enlist the help of a third party, marketing expert to help you get a perspective on your brand’s worth, but if followed, once you know who you are, and what your value is to your customers, so too will they and that is when you can realize your brand’s true worth.

Do you feel branding is a bunch of bunk?  How do you communicate your company’s value to your customers without a brand?  Please share with me your thoughts on branding.  I look forward to igniting an interesting discussion.