The Minimalist Guide To Managing Your Brand Reputation Online

A dissatisfied customer, on an average, tells 25 of his friends, while a happy one tells only 15. Seems like if good reviews spread like wildfire, bad reviews would be rushing with light speed. Reviews, and how the masses consume them, are human nature, but this human nature can be fatal for online businesses especially at a time when 8 out of 10 customers treat and trust online reviews just like personal recommendations.

Let me tell you, brand value is diluting. And it marks an uprise of a generation of advocates and influencers that are a part of the crowd our customers identify with.

So here is a quick look at the ways you can ensure that your online brand reputation shines forever like gold and earns you higher AOVs, bigger ROIs, and ever increasing conversions.

How to ensure that each product has at least five reviews

Tip #1: Ask and ye shall receive

Most customers will happily review your product if you ask for it. Just call them up or send a follow-up email. This picture here shows how to get reviews on site through email:

Screen Shot 2015-05-05 at 10.55.46 AMTip #2: Give an incentive for review

For the hesitant ones, incentivise the review process. Run a reward point campaign or a loyalty program. [editor note – the FTC frowns on this practice unless you disclose that the review was incentivized.]

Tip #3: Poach the influencers

Dig out the people whose reviews are most trusted and offer them freebies or trial packs to ensure that each product has been reviewed.

How to manage third-party reviews (off-site)

Screen Shot 2015-05-05 at 10.56.03 AMManaging third-party reviews can get a little twisted if you do not have an automated services like Yotpo, which will syndicate all reviews in one dashboard and give you a chance to monitor and reply them instantaneously.

The first thing you need is a customer content service and second, a Godly omni-presence. Staying social does help, but so does having a profile on every review site. A great idea would be to have a separate profile, maybe on Twitter, to handle customer complaints.

Finally, be open and amiable. A demonstration of ‘respect for your customer’s opinion’ and ‘openness to take up criticism in stride’ will take your business a long way in fetching you repeat, happy customers.

How to build a positive reputation online and leverage customers’ trust

Most of the marketing experts unanimously vouch for one factor that gets most conversions, which is openness for customer opinions.

Step #1: Patiently listen to your customer.

Step #2: Respond instantly, but in an appreciative, comforting tone.

Step #3: Be vigilant.

If you find a great review somewhere, spread it on social media and display it on your site as a badge of honor and proof of great service.

Pay special attention to negative reviews. Do not leave them unaddressed. As much as you try to delight your happy customers through giveaways and discounts, try to make amends with the angry ones too. Apologize with a genuine voice and thank them for pointing out the potholes in your service. Send them goodies or vouchers if they are really unhappy with your service. However, do not do this too often or with everyone as it will encourage bad reviews more than good ones.

Believe it or not, customer reviews boil down to one thing – perceived value or customer expectation. If you set it too high on your website and the product doesn’t live up to it, your customer is going to feel disappointed. Keep the product copy unique and compelling but do not exaggerate its features.

parasParas heads Product Marketing at TargetingMantra, a SaaS company that lets ecommerce retailers create a personalized shopping experience for their customers just like Amazon and Zappos. An expert in Personalization and behavioral targeting, Paras has consulted over 50 clients across the globe on conversion optimization and increasing customer loyalty. He is a serial entrepreneur from IIT-Guwahati and Indian School of Business, who loves to spend his time exploring new technologies. Connect with him on Twitter and LinkedIn.

5 Ways to Produce Eye-Catching Content Without a Designer

photo credit: kaboompics

photo credit: kaboompics

There’s nothing like great content. I create it for work. I create it for fun. Crazy? Perhaps. Especially since creating good, visually appealing content is a huge challenge faced by many.

There is no rule that says you have to hire a pricey graphic designer in order to generate beautiful, design-rich content.  Of course, design specialists are a great resource to have on a team – but, for many earlier-stage businesses, increased costs and headcount may not be ideal.

Luckily, a universe of tools exist that enable quick content creation for even the non-designers among us – whether it’s as simple as a quick meme or as elaborate as an ebook. Slim, bootstrapping teams could wear a designer hat and produce the rich content quickly and inexpensively by enlisting some of these fantastic content-producing tools:

Capture the moment with Skitch

Screen Shot 2015-04-29 at 7.32.16 PMSkitch is a great app that helps brands tell a visual story – and it’s free! Grab a quick screenshot on your device and mark it up with arrows, boxes, text and more. Skitch lets you mark up images, digital assets, PDFs, and other files with arrows, callout boxes, text, and more.

I find that at least once a day I use Skitch’s “Screen Snap” function to grab all or part of my screen for use in content. I don’t need to plug my captured image into another program for further cropping and other editing since the all-in-one features of Skitch enable me to do so right in their app. A great time saver and useful tool for supporting your talking points with a rich visual design.

Skitch is owned by Evernote but does not require an Evernote account to start using. Try it out and screengrab to your heart’s content.

Don’t use any old font, use Dafont

Screen Shot 2015-04-29 at 7.32.42 PMSick of using Times and Ariel in your creative. Aren’t we all? Luckily, resources like Google Fonts, Font Squirrel and more offer a wealth of wonderfully designed, open-source fonts to add a little character to your characters.

I like Dafont for its abundance of options that range from general purpose to highly specialized. Each font is well-tagged so the site’s great search function could pull up just what you’re looking for. Simply download, install and use a desired font in graphics, presentations, ebooks and more – just make sure to check for any attribution requirements.

Pound out a quick infographic with Piktochart

Screen Shot 2015-04-29 at 7.33.07 PMThere’s nothing like a good infographic to capture an audience and teach them something new. When it’s simple to create in just minutes and free, it’s all the more reason to inject them into a content strategy.

Piktochart is quick and simple for anyone to create professional-looking infographics, reports, banners, and presentations. An intuitive interface and simple drag-and-drop features help a designer-less team fake it until they make it.

Get instant access and “start creating in 30 seconds,” as the site’s homepage describes. Start yours from scratch, choose from customizable free templates or step up to Pro for some more options.

Along with the vast library of templates, you can find over four thousand graphics to really spruce things up, or get more custom and create your very own images. When generating visual creations to represent your brand, avoid a clunky MS Paint design and make them look professionally mastered at low commitment.

Become an author with Guides.co

Screen Shot 2015-04-29 at 7.33.14 PMHave what it takes to write an informative eBook but lack the design skill to bring into fruition? Guide.co offers the perfect solution.

We’ve all experienced the power of eBooks, in educating an audience, adding credibility and thought leadership status to a brand and capturing more qualified leads. But the more comprehensive the piece of content the more time and budget it consumes.

Guides.co provides a useful, plug-and-lay model to take on the burden creating an attractive body for your killer copy. Like Piktochart, Guides.co offers multiple templates to kick off your design – and easy-to-use customizing features help to guide your guide to fit your brand.

Guides.co even goes the extra mile and hosts your content on their site for the world to discover!

Get interactive and think ThingLink

ThingLink adds a totally new form to social media that brings life to your content. The tool makes interactive visual graphics easy to make and void of the premium price tag.

The site integrates with others like YouTube, SoundCloud, and Vimeo to pull in sounds and videos to add to your graphic.

Register for free or get a few other advantages with a membership – but you might not need to spend the extra cash. The tools basic features enable users to design quite rich, interactive videos and images to incorporate into a content marketing strategy.

Even better, once completed, ThingLink lets you tag your piece and share with your social network along with their own community. Interact with other creative ThingLink users for ideas, inspiration and feedback.

Go forth and design

Designing is not easy. Supplementing the talent of an experienced designer will save costs but could indeed reduce the effectiveness of a content strategy. However, since more basic content is better than no content at all, getting your engine running with intuitive and affordable tools is key.  Helpful apps that enable the everyday entrepreneur or busy marketing generalist to design without breaking the bank or eating up your time is lifesaving.

Have any questions about improving your content strategy? Contact me! 

VinceVince is a passionate digital marketing specialist with a track record of evangelizing technology to modernize business development and brand building in the startup through enterprise levels. Skilled in strategic data-driven campaign management, Vince focuses on demand generation programs that influence growth, including marketing automation, social media, digital advertising, search engine optimization, blogging, public relations, video and event marketing.? Vince is a well-established Twitter influencer under @vince_tech and Founder of Boom Digital, a boutique digital marketing agency specializing in supporting the growth of early-stage startup companies through social media, content marketing, and design.

 

Master the Habits of Your Life

Marketing Podcast with Gretchen Rubin Habits are big business. In fact, creating, chaning and keeping habits has created an entire multi-billion dollar industry for books, apps, coaching, training and countless products. And why not, habitual Continue Reading

How to Outrank Your Bad Reviews

You know the old saying - "the best defense is a good offense" - well, turns out that's true when it comes to your online reputation as well. Hopefully, this has never happened to you, but all it takes is one unfortunate situation with a customer Continue Reading

How to Avoid Competing on Price Alone

Without understanding and defining your true core message, people are going to compare you to your competition on price alone.  This is a tricky situation to be in.  Sure people want the best deal possible, but they also want to be taken care of. Continue Reading

Weekend Favs May Sixteen

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don't go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a Continue Reading

3 Effective Ways to Use a Blog to Boost Your Retail Business

A million times you’ve heard that you need a blog to get more customers. Maybe you even created a blog for your retail business. You created the blog, wrote a bunch of articles with eager anticipation of the customers who would stampede through your Continue Reading

Why Do Buyers Trust Content So Much?

Marketing Podcast with Marcus Sheridan Today, educational content is the price of admission. If you're not consistently producing high quality, useful content that addresses the questions, concerns and needs of your prospects and customers there's Continue Reading