Be More Personable

Take ten minutes and do a quick survey of your industry.  Take a look at the level of personable sentiments provided from individual brands.  In many cases, brands do not relay a whole lot of information about the people who comprise the brand.  There is a lot of talk of services and products.  There is a lot of discussion related to the efficiency of the brand; yet, often, there is not a lot of available intelligence related to CEOs, directors, main players, etc.

Consider the following online marketing techniques used to provide personable sentiments.

About Us Page

The ‘about us’ page is the most obvious place to relay internal sentiments; it’s where potential consumers go to gain a better perspective on the people behind a desired product/service.  If you did take a survey of your industry, you noticed varying degrees of warmth exuded from the pages.  Some brands truly want consumers to know more about individual contributions, while others do a haphazard job of the process.  Which direction do you believe is more accepted and desired by consumers?

Newsletters

A number of businesses prompt browsers to sign-up for company newsletters.  The entities enable businesses to keep loose contact with consumers and hopefully inspire conversions.  Usually, a newsletter is packed with product/service and industry information.  But brands could include personable internal elements, serving as an extension of the ‘about us’ page.  Feature a company member in a brief interview each issue; that’s one way to make your newsletter more personable.

Social Media

One could devote an entire post to being ‘social’ regarding SEO campaigns.  Social media has made it easier for brands to connect with consumers on an ongoing basis.  The most diligent of brands engage consumers every day through platforms like Facebook, Twitter, Pinterest, and others.  Unlike static pages, social media participation is fluid and dynamic; the process makes it easier to express personality and personable sentiments.  Recent studies reflect social media’s growing influence on purchase decisions.  People use platforms to get the official and unofficial ‘scoop’ on brands.

As Individuals

It can be difficult for a brand to scale the kind of attention consumers want.  Have you adopted a system to maintain information on customers?  Brands with high numbers of repeat customers can benefit from maintaining information not only focused on sales history, but personal info too such as birthdays, hobbies, and careers.  I can require a bit of added time and resources to maintain more individualized data; but consumers highly appreciate the attention to personable detail.

Important Reputation Management Steps to Help a Business Recover

With the vast amount of online review sites available for anyone to leave a comment and openly express their views of a company, a business’s reputation is consistently on the line. How a business is viewed by customers can severely hurt or positively impact the business since customers define a business’s reputation.

While businesses recognize the vital importance of providing great customer service since they are consistently under review by customers, all too often information about businesses can be thoughtlessly or maliciously misused, damaging the reputation of the business.

Fortunately, a business’s reputation can be recovered through reputation management.

Reputation management is more than just managing a reputation. Reputation management is knowing how your company, products or services and your industry are viewed online. It’s also knowing how to debunk the malicious posts and provide customers with factual and beneficial information about your company or products and services.

Who’s saying what?
The first step in a reputation management is researching what is said about your company and by whom. You should research the comments customers are leaving and what sites they are posting to. While anyone can leave comments on review sites, people may also write articles and post on blog sites. Also, take a close look at the customers who left the comment as the comments may have been left by a rival business using alias names to purposely attack your company.

Know which keywords to target
When researching what’s said about your company, look at the keywords used in the writing. In most cases, the keywords are company names or products or services. These are important because these are the keywords that will be used in your reputation management campaign. The reason for using these keywords is because they have already made it into the SERPs. In order to debunk the negative reviews, new and positive content will be written using these keywords.

Produce new content
As stated above, new content will be produced in which the words already found in the SERPs will be used. Although in most SEO campaigns you should stem away from creating content that includes a business’s name or sounds like a promotional piece, a reputation management campaign is generally an exception to the rule. This is not only because you want to shed positive light on your business, but because the keywords usually include your business or products or services, as mention above. Since you want to debunk the negative reviews, you should post on an array of platforms including article submission websites, blog sites and review sites. Also, follow the common SEO practice of creating fresh content on each platform and use social media sites to help the content reach online audiences fast.

While these are only a few of the steps involved in a reputation management campaign, these are crucial steps that any business looking to remove a bad label should follow.