Blog

Blog

Why Blogs Are Your Business’ Best Friend for Marketing

Wednesday, May 03, 2017

Content is a key part of any marketing strategy. You use it to express your brand voice, demonstrate your expertise, attract website visitors, and connect with your target audience, and much more.

Almost every business seems to have a blog these days, but why? It’s not so that they can educate their customers or entertain them. It’s helps your SEO because blogs drive traffic to your website, and traffic always means more leads and sales. Sure, we all want to educate and entertain our clientele, but we wouldn’t be telling the whole truth if that’s what we said our blog was for.

You probably don’t have a ton of different pages on your website that you’re updating regularly, but with a blog, these changes occur often. Every time you publish a post, you index a page, and that cues Google and other search engines to the fact that your website is active. Furthermore, publishing your posts on social media will introduce your brand to new audiences.

Once you have traffic on your blog, you can convert leads with a lead-generating calls-to-action at the end of every blog post. These calls-to-action can come in the form of eBooks or tip sheets in exchange for a customer’s information. Once you have their contact information, you can put that in your pipeline for a conversion later down the road.

Another benefit of blogging is that it gives you authority, and it makes you appear to be solving problems for all of your customers. You’re answering their common questions and providing free resources for them. You’ve already helped your customers and you’ve gained their trust in some way, so they will be more likely to purchase your product. Although authority is a hard metric to monitor, it’s essentially priceless.

One piece of content can serve multiple purposes. Through repurposing efforts, you can cross-promote your great content blog pieces across multiple channels.For example, the topic of a popular blog post can be used for an email drip campaign, slideshow, a video, a free information guide, a white paper, … you get the idea. Repurposing allows you to leverage the research you conducted for one piece of original work across additional content projects.

Lastly, when you create a piece of content, it sticks around forever and can convert leads while you’re vacationing in Hawaii, or even sleeping! Sure, right when you publish a post it’s going to get attention, and then a few day’s later activity will slow down. However, that post will still be ranking in search pages, and while you’re sleeping or working out, you’ll still be getting traffic from that post. The effort you put into an old blog post may result in thousands of views and hundreds of leads in the future.

If you’re not already blogging and posting meaningful content, then we encourage you to do so. As a premiere Internet Marketing Company in Denver, we can help you with any and all of your needs, including SEO services.

If you have any questions, please don’t be afraid to reach out to us at The Great Online.

 


The Explosion of Digital Touchpoints in 2017

Thursday, April 13, 2017

In today’s marketplace, the way that customers find and interact with you remains a top priority – and, it’s also becoming a busier endeavor.While in the past, they might find you through traditional and digital marketing, that’s changing, and digital touchpoints are taking over.

We’ve been witnessing this explosion of digital touchpoints firsthand in 2017 with online marketing here in Denver.Whether you’re talking about search engines, social media, or customer reviews online, branding is more important for the core of your business and its success. This growth has been across the board, too, not just for businesses that have always occupied the digital landscape such as Amazon, Uber, or AirBnB.

What this means for you and other businesses is that you’ll need to pay attention to your content marketing, paid social and advertising to keep delivering a personalized message to your customers. Your branding and messaging needs to come across and be consistent everywhere it can, as you deliver your products as well as the mechanisms where customers may interact with you.

The New “Digital Everything”

In 2017, digital marketing has grown to include touchpoints such as wearables and natural language voice interfaces; for example, this includes Amazon’s Alexa and Google Home. These are the newest digital marketing tools to complement the web, mobile web, and mobile app interfaces. What this means for business owners is that you will need to consider how to include them as you digitize your products for these interfaces. Naturally, this means understanding your customers’ experiences and the channels they may use to find. Here are some tools to consider:

  • Consider how to incorporate Skills for Amazon Alexa into your company branding and your customers’ experiences. The way Skills for Amazon Alexa works is users voice their requests, and the platform triggers a response. There are already more than 10,000 Skills available; these brands include Starbucks, Domino’s Pizza and Uber. (Just say, "Alexa, start 7-minute workout," and suprise, Alexa will take your candy ____ through a 7-minute workout!)
  • Marketing analytics are also making their way to the realm of voice-controlled platforms. An example includes Datorama, which you can use with Alexa to find how your marketing campaigns are doing. All you need is to have an Amazon Echo or Dot speaker in your business, and then you can ask Alexa for your statistics. The tool finds the data for you and provides you with the answer.
  • Chat bots represent another set of digital touchpoints on the horizon. These also allow users to pose questions, and the software provides answers. Chat bots are available in Facebook Messenger, for example. Others include GrowthBot (a free chat tool created by HubSpot CTO Dharmesh Shah).

To get started, we recommend you analyzing and mapping how your customers find you and interact with your business, and be ready to begin proactive processes.

  • Try out these new technologies and new touchpoints for your business.
  • Think of these as mechanisms for providing positive customer experiences.

  • Become more digitized with “service first” and “data first” at the forefront and use these elements in creating your next marketing foundation. The Web will still be important, but businesses will need to figure out how to develop service-first and data-first architectures to support a broader marketing mission using these new technologies and touchpoints.
  •  
  • If you have more questions about developing digital touchpoints and digital marketing in Denver, please don’t hesitate to contact us.

     

     


    Strategies that the Highest Converting Websites Use

    Thursday, March 16, 2017

    Are you experiencing low conversion rates on your website? If so, do you have a structured plan in place in order to optimize those conversions? The fact of the matter is that most companies (61 percent in total) don’t test their strategies because they’re too busy or they don’t see the value in this investment.

    But what do the highest-converting websites do differently?

    First, they know a few things about their customers. They realize that they have only 7 seconds to make a compelling statement; otherwise most customers will leave. Lastly, they also know that 96 percent of visitors are not ready to purchase when they visit the website, but the more relevant your content is to your audience, the more leads / conversions you’re going to get.

    Now, what exactly are these companies doing differently?

    • Sites like MailChimp and Helzberg Diamonds both make their value propositions clear and highly visible on their web pages. MailChimp’s value proposition is clear, strong, and right to the point: Easy email newsletters. How much clearer can they get? Find your value proposition and make it very clear what you’re going to offer to your clients.
    • Have you tested your calls-to-action recently? Having a clear call-to-action, a meaningful headline, and a strong graphics can dramatically improve your conversion rate. Mozilla dramatically improved downloads for Firefox by changing the call to action from “Try Firefox 7” to “Download Now - Free”.
    • Knowing the initial questions of your customers is crucial. Sites like Proflowers.com realize that their customers’ first question is probably going to revolve around how soon their flowers can be delivered, so they have a banner in their headline to answer that question right away. You should regularly be polling and surveying your customers in order to find their frustrations and satisfactions with your product and website.
    • They keep their forms short and to the point. How many times have you been ready to sign up for something, but you stop dead in your tracks when you see that you have to fill out 20-plus fields? You need to respect the time of your users. Dropbox only requests an email address and password, and a name. It’s simple and effective. Proflowers.com also allows a user to make a purchase as a guest, and will then give the option to create an account. Removing obstacles to purchasing will increase your chances for conversions.

    There are a plethora of other strategies that you can use, and as one of the leading Internet marketing companies in Denver, this is what we recommend to you on top of these suggestions:

    • Using an easy-to-use mobile site can nearly double conversions.
    • Testimonials, customer reviews, and other social proof can improve landing pages by 144%.
    • Pain-avoidance headlines often work well, and it’s been shown to increase conversions by 31%.
    • Using the best call-to-action color buttons of red, green, yellow, and orange can increase conversions by 34%.
    • Having a ‘Chat Now’ button or window can increase signups by 31%.

    These are only a few strategies to increase your conversion, but for you to reap the full benefits, you’ll need to consult with us, your #1 online marketing company in Denver. We can create a structured plan that is designed with results in mind.

    Please don’t hesitate to contact The Great Online with any questions or comments!

     


    How to Create Emails Your Customers Will Open

    Monday, February 13, 2017

    The inbox is a very inhospitable place at this time. As you know very well, countless emails are cast aside, marked as spam, or deleted forever. Email is often the butt of a good joke, but if you’re serious about sales, then you need to refocus your marketing efforts in this area. Contrary to popular belief, email marketing has a higher return on investment than search engine marketing and display advertising.

    While it may seem daunting or near impossible to capture the attention of a tech-minded audience like the one here in Denver, it is possible. Email marketing is a powerful tool, and it’s also very simple. If you can type, and if you know a few simple tricks, then you can use email marketing as a powerful medium to strengthen your clout in Denver’s online marketing scene.

    1.Get to know your audience. You likely have many people in your database already, which is great, but not if you don’t know them well. We recommend organizing your database and learning as much as possible about your customers. The more data you can gather about your customers; the less guesswork you will need to do. If your database is very large, take some time to divide it into smaller portions of like-minded audiences. This can be time consuming, but the benefits in the long-term are hard to deny.

    2. Your email subject line will determine your fate. You could spend hours writing content and designing graphics in an email, but without a strong subject line, nobody will open it. There are tons of ways to grab attention, but some are better than others. People respond well to questions, suggestions, numbers, and strong verbs. We would never advise you to use ALL CAPS, exclamation points (!!!), dollar signs ($), or the word ‘free’. Typing these things will generally trigger spam filters. Here are a few more suggestions for writing better subject lines:

    • Shorter is always better (40 characters is a good limit).
    • Start with action verbs.
    • Tell your audience what is in the email.
    • Make people feel special (‘To our dear customers’ ‘My gift to you’)
    • Create a sense of urgency and exclusivity. This can be accomplished with limited-time sales and expiring offers.
    • Add preview text so that your customers can see the beginning of the email.
    • Use www.subjectline.com to test the strength of your subject line for free.

    3. Tell, don’t sell. Consumers respond much better to narratives rather than to sales pitches. Instead of using emails as reminders or calls to action, use them as a platform to tell stories to your customers. Storytelling is attractive, memorable, and uncommon when it comes to email marketing. It’s going to take more creativity from you and your team, but capturing the attention of a customer with a good story is not just good for sales, it’s also incredibly important to customer loyalty. Consumers are extremely good at sensing when they being sold to, so stop selling to them! Invest in quality content, and they will likely respond with enthusiasm.

    4. The optimal time to send. Well, it depends on who you are and who you’re sending to. The optimal send time varies by occupation. To start, let’s look at day of the week effects. According to MailChimp’s STO data, in general, it’s most optimal to send to most subscribers on a weekday. For most businesses, we recommend sending mid-morning Monday through Thursday in their local time zone.

    5. Track your results and experiment. We recommend that you invest in Email and/or CRM software, and don’t hesitate to ask us which one performs the best for online marketing in Denver. The point here is that there is no silver bullet to email marketing. There aren’t any easy tricks or magic cure-alls. Your database of customers is likely to yield different results from your rival in Denver, so don’t be afraid of failure. If a certain technique or subject line doesn’t yield well, then take note of it and change your strategy the next time.

    When reaching out to customers through email, you want to keep your strategy simple, but you also need to connect to customers using creative content. Tell stories instead of selling to your customers. Reward your customers for opening the email by revealing valuable information or offering them something special. You must provide an incentive for your audience.

    Don’t forget that email marketing is a long-term strategy, so don’t be discouraged if you don’t see immediate results. Keep experimenting until you find something that clicks with your audience!

    If you have any questions about digital marketing in Denver, please don’t hesitate to contact us.

     




    5 Ways to Get Your Business Ready for “Near Me” Searches

    Friday, January 27, 2017

    When it comes to SEO, the “near me” search is the next wave for mobile marketing in 2017.As your experts on the ground for online digital marketing in Denver, we’re seeing an explosion in this trend and in the growth of “near me” searches. And just like with voice searches 2016,we want to help you understand this latest online marketing tool and make the most out of it.

    “Near me” or “nearby” searches are the newest ways consumers are finding businesses and services online, using their phones and mobile devices with voice assistants such as Siri or Android voice commands. These searches utilize OK Google or Google Voice, and apps such as Google Maps, Apple Maps, Yelp, Foursquare, and Facebook. For example, let’s say you are on vacation in downtown Denver and are looking for a local Italian restaurant within walking distance. You might ask Siri, “Find an Italian restaurant near me.”

    These kinds of local searches are becoming commonplace everywhere. As a result, Google now considers the location the person is searching from to generate the most relevant results, and it presents them first. “Near me” searches can be beneficial for local businesses if you are prepared for them. Here are five ways that you can get your local business and local SEO ready.

    • 1. Make sure your website is mobile friendly. Mobile website optimization will be very important in the future for voice-activated “near me” searches. Plus, Google currently favors website that are mobile friendly.
    • 2. Claim your business listing on Yelp (at biz.yelp.com) and Google My Business (www.google.com/MyBusiness‎) and optimize them there. This means making sure that all your business information is accurate and complete. This includes your name, address, hours of operation, directions, history, bios, and photos. Accuracy can affect your rankings.
    • 3. Optimize your local SEO. Local keywords and terms relevant to your industry will remain very important. Just because you have a Yelp listing or Google My Business listing doesn’t mean you can ignore the basics. SEO practice will still have a bearing on your rankings and you’ll want to keep up with solid and effective SEO practices.
    • 4. Respond to reviews about your business promptly.Whether you get a positive or negative review on Yelp or Google, you’ll want to respond to those customers immediately.As people use “near me” searches more often, you’ll be affected by these reviews more often and will need to stay on top of them. Remember that even a negative review is a chance to polish up your marketing and keep and attract more customers.
    • 5. Add geocoordinates, ratings, + relevant data to your Schema. Google currently wants you to mark up your site with schema. This includes geo coordinates, to ratings, to business hours for local business schema.

    Voice searches coupled “near me” searches may present new challenges as they evolve, but we believe that they’ll bring exciting opportunities to local businesses and SEO in the future, and it will pay off to embrace them.

    Don’t hesitate to contact The Great Online for more advice and strategies to make the most out of this newest online tool.We’re always here “nearby” to answer your questions.

     

     


    The Most Powerful Weapon in All of Online Marketing: Social Proof

    Thursday, January 12, 2017

    You may not know it, but you’ve been influenced by social proof far more than you realize. When you see your favorite celebrity wearing a particular brand, or when all of your friends are raving about a new software app, that is social proof in action. It’s also utilized in Denver online marketing, and we don’t want you to be left in the dust.

    Social proof is a psychological phenomenon that says we are hardwired to learn from the actions of others, and marketers have been capitalizing on this behavior from consumers for a long time. Social proof can come in many forms -- some more explicit than others -- and we will explain how your business can use this tool to build credibility online and generate momentum for future sales.

    Before we go into social proof, let’s discuss the five main pillars and places where you can get social proof for your service of product.

    1. Experts - Credible bloggers, business leaders, or voices of authority can all have tremendous influence on your sales.
    2. Celebrities - Famous people have always had a huge influence on the habits of consumers.
    3. Users of the product - People that have purchased your product have a valued opinion amongst your audience. User reviews are highly valuable.
    4. Wisdom of the crowd - An example of this is a ‘most popular menu item’ sign at a restaurant. You are more likely to buy an entree because other people have bought it in the past.
    5. Wisdom of friends – Your friends and acquaintances will have the most influence of anyone else when it comes to your purchasing habits.

    Social proof comes from these five areas, but how exactly can you build social proof around your product? We suggest trying these strategies.

    1. Gathering online ratings and reviews --this is fairly obvious, as companies like Yelp have built empires out of this type of marketing. However, you will need to implement a scoring system (1 star to 5 stars) in order to make this function smoothly as social proof. People will want to quickly see what people think, and not read through each review.
    2. Testimonials are another incredibly huge way to showcase social proof. In fact, there are now entire companies that are dedicated to gathering testimonials for other products and services. Credibility is high with testimonials because you have someone outside of your brand doing the talking, and video testimonials are worth their weight in gold. Include your testimonials throughout your website, and especially in places where purchases can be made.
    3. Use badges and media logos to efficiently showcase your partnerships or accolades. Displaying the badges of high-profile businesses that you have worked with or have received recognition from is an easy way to grab attention and also gain credibility, and they don’t take up too much space on a site or make it feel too heavy. If your service was mentioned on television, in an interview, or in a report, let people know. The three magical words ‘As seen on’ can do wonders for your sales.
    4. Influencer endorsements are also priceless when it comes to shifting opinions about your business. If you can get someone with influence in your industry to say something positive about your product, then others will likely listen. Display these comments prominently on your homepage. Think about books -- the first few pages are always littered with praise from other authors or critics. Do the same with your web page.
    5. Use the crowd to your benefit and showcase subscriber counts and social connections. People like to move with the herd, and if they see that 500,000 people have liked you on Facebook or subscribed to your newsletters, they are more likely to follow suit. This is especially true when you can show them how many of their friends have already liked your page or subscribed. The only trouble with using the crowd is that you need an established base, which can take time to establish if you’re just beginning to build social proof.
    6. Use FOMO, or the “fear of missing out.” Consumers tend to feel more driven to purchase things when they are in short supply. This is the reason why e-commerce flash sales are conducted so often and with such great results. People hate to miss out on a good deal, so this is a great forcing-function on decision making.

    Your potential buyers will never be certain about your product. They will not know what to read, where to find better information, or who to ask for it. This becomes your opportunity to broadcast this information directly to them on your website in the form of testimonials, endorsements, and reviews. If you want to get ahead in Denver online marketing, then we recommend you invest more in strategies that will strengthen your social proof.

    Don’t hesitate to contact The Great Online for more strategies and advice about online marketing in Denver. Thanks for tuning in again!

     

     


    The Hottest Online Marketing Trends in 2017

    Sunday, December 11, 2016

    In order to get the most out of your digital marketing investments, you have to know what’s currently working and what’s not working, but you should also have a good idea of what people are interested in. As a Denver online marketing company, we have a pulse on these trends, platforms, and strategies, and they are evolving faster than we can type this information, so sometimes it’s almost more important to be aware of where future interests may lie with both online marketing companies as well as consumers.

    It is amazing how trends change and evolve, and it’s clear that technology and commerce lag behind the ever-changing wants and needs of consumers. However, there are megatrends that experts don’t expect to go away anytime soon, and these are the places where your money will be best spent.

    ●Video ads will be the big story in 2017. Youtube and Facebook already have this down to a science, but now Google is also expected to join the party. Although the average person may deem these ads as unnecessarily intrusive and irritating, the proliferation of this kind of advertising actually tells us that the public has grown to be more accepting of them. Expect to see a lot more video ads popping up around you across all platforms and devices.

    ●People are addicted to their smartphones, and this is why mobile will dominate desktop in 2017. The amount of traffic from mobile devices eclipsed the amount of traffic from desktop devices back in 2014, and people are also spending more time on mobile devices than on laptops or desktops. It’s also important to note that upwards of 90 percent of time spent on mobile devices is now being spent on apps (Source: SmartInsights.com). This is also a reason why Google essentially buried any website that wasn’t mobile-friendly. Mobile optimization should be one of your top priorities this next year.

    ●Messaging apps / Bots (or messaging within apps) have exploded in popularity within the past few years. Facebook messenger, Whatsapp, and Snapchat all allow people to communicate outside of the public streams of social media. While many app makers have promised to keep these environments ad-free spaces, there could still be wiggle room. For example, AI bots like Apple’s Siri and Microsoft’s Cortana will all provide room for monetization in this arena. They get to know their customers intimately, and this provides a chance for you to satisfy a need. Many of these bots also use voice recognition technology, which is set to take off in years to come. You can trigger either Direct Actions, "send my wife a text," or Conversation Actions, "what's the weather forecast for skiing this weekend?"

    ●Marketing technology itself is also set to change. Artificial intelligence and predictive analytics are what will steer the profession towards a momentary destination, so keep an eye on these trends. There will be more emphasis on a newer approach to consolidate customer data from different first-party and third-party sources across the customer lifecycle. The manipulation, consolidation, and interpretation of this data will comprise predictive analytics.

    ●Wearable technology will also gain popularity in 2017, and that will cause quite a stir. The line between online marketing and digital marketing will be much more blended, and the opportunities to reach consumers will be huge. Local marketing could change quite dramatically as a result of this, but wearable technology has still not broken out of the ‘fad’ phase, so sit tight with this one.

    ●Another major change is the simple digitalization of all marketing for businesses both large and small. Customers have shifted towards mobile and digital, so even small businesses and startups now need to start forming digital programs in order to compete in the 21st century - no matter what product or service they’re selling. This is important to know, because if you haven’t totally shifted into the digital world, then time is running out. If you have gone digital, this also means that you cannot give up on the old mainstays of online marketing such as content marketing, SEO, email marketing, paid search, and social media marketing.

    ●Algorithms will change. Death, taxes, and Google Algorithm changes. This will happen hundreds of times in 2017, but knowing this should not change your approach. Your best bet is to continue to produce original, informative, and helpful content; keep the top 100 directories updated, build high quality links, and mix in ads to your target sites. Content will still be king in 2017, but don’t forget that Facebook and Bing are gaining ground on Google, so don’t forget about their algorithms either.

    What do you need to focus on in 2017? To put it simply: consumers are going mobile, and they’re spending all of their time in apps. When was the last time that you were on the Light Rail in Denver and you saw everyone looking up and talking or reading a newspaper? It just doesn’t happen as much anymore. Everyone is buried in their mobile devices, so we recommend that you put your marketing budgets into places that reflect this shift.

    As 2016 draws to an end, we would like to extend best wishes for the holiday season to you and your families, and a prosperous 2017.

    If you have any questions, or if we can assist you with online marketing in Denver, please don’t hesitate to contact The Great Online.

     

     


    9 Ways to Use Facebook Live Like a Pro

    Tuesday, November 29, 2016

    Facebook Live presents a new (and free) way to expand your online marketing with very little trouble. After launching last year, Facebook has announced that Facebook Live videos will have priority in News Feeds and that this new feature is currently the top priority of the brand.

    There are a lot of benefits with this new feature, but the problem is that this service is new and untested. Facebook actually offers some advice on how to use Facebook Live, but as your trusted Denver online marketing company, we thought that we would share our two cents.

    Before you cast aside this product as some sort of fad that will quickly pass, consider the data that Facebook has gathered about the product. Users watch live videos three times longer, and live videos receive 10 times the number of comments. Clearly, live video connects with Facebook users. Brands such as Chevrolet, Southwest Airlines, and Kate Spade have begun to experiment with the new service.So, what do we have to say about Facebook Live? Here are some of our initial thoughts.

    1. Use it for the right reasons. Don’t use it because other brands are gravitating to the flashy new toy or just because it’s another option available to you. Facebook Live is not a mainstream tool just yet, and even large corporations are not getting big audiences when using it. Don’t rush into it just because of the hype. It’s a niche form of marketing, and you should only use it when it suits you.
    2. Facebook’s global reach is 1.3 billion people, and stated above, even big conglomerates are having trouble finding audiences on Facebook Live. However, there are some perfect opportunities for you to use Facebook Live. This new service could help you to respond to a PR crisis, promote a trade show live, launch a new product, or you could simply try to connect with your audience on a deeper level.
    3. Don’t forget that Facebook Live events should be part of an entire marketing plan, and not just solo events. This will require you to promote the event well ahead of time. Think about Super Bowl ad campaigns. You should have teasers for your audiences to get them excited to see the live event. However, be careful not to script your event. Viewers prefer more spontaneity, so have a plan but remain flexible with it.
    4. Anything can happen during a live broadcast, so you should prepare for the worst and anticipate the best. A microphone might break down, background noise could disrupt your recording, or a number of other things could happen. Run through a list of doomsday scenarios before you go live, and forge a plan to minimize any potential shortfalls.
    5. Don’t broadcast propaganda about your product or service. Viewers already know about you; they’re only watching because they want to learn something else. Offer them something that would benefit them. Don’t just talk about your business; find a topic that will keep your customers engaged.
    6. Your audiences for Facebook Live events will probably start out on the smaller side, so choose your targets wisely. Sure, you have people that like your company and you can expect them to tune in, but who else do you want there? Consider the purposes of your event, and why a particular might value it more than another. Product launches are often good to reveal to the public as a whole. However, your most important customers may feel slighted if you turn to Facebook Live for a high-level briefing.
    7. Timing is important for these events. Not only do you have time zones to think about, you also need to consider that most people are in full work mode in the morning, and then begin to wind down after 3 p.m. Picking a good time can become even more of a headache when you consider holidays or other events that may cause a leakage in your viewership. Lastly, Facebook recommends broadcasting for at least 10 minutes, because the longer you broadcast, the more people you can reach.
    8. Once you have selected a time, try to plan future Facebook Live events around a similar time slot. This will create expectation and anticipation from your viewers. Try to broadcast on the same day, around the same time. Try to create a structure for these events. This will help viewers tune in, and it will eliminate some of the work for you in publicizing the events.
    9. Facebook Live is still free to use right now, so we encourage you to do some testing before it is monetized. This is an incredible tool for your business, and you can reach a bulk of your targeted audience at no cost. It’s inevitable that Facebook will change the algorithms or charge for this service, so take advantage of it while you still can.

    Facebook Live is one of the newest, hottest tools in marketing. With that being said, many people aren’t sure how to use it, and many people are simply learning lessons on the fly. Before going live, we recommend that you contact us to ensure that your broadcast will be worth the time and energy. However, don’t hesitate to contact us with any of your other online marketing needs in Denver. We’re here to help you!

     

     


    Five Ways to Flip Negative Reviews into Positive Feedback

    Wednesday, November 09, 2016

    Pretend for a moment that you have two customers. One of them is very happy with your service, and the other is very upset. Which customer is more likely to leave a review or speak out on social media? Unfortunately, it’s almost always the angry customer. When someone feels wronged, the person is much more likely to share the story with others. We don’t exist in a world of 5-star reviews, so we need to accept that not all reviews are going to be 5-star.

    Another unfortunate circumstance of this situation is that most people will turn to social media to air their grievances and decompress their tensions. Sure, some people will call or email you directly, saving you a little hassle, but most will post straight to social media and potentially tarnish your reputation.

    If and when you get a negative review, the most important thing to remember is that it doesn’t mean your product or service is bad. Most likely, the review was a result of dissimilar expectations and/or simply a bad day on the part of the reviewer.

    We wish things were simpler like the days when every business had a suggestion box, but times have changed dramatically.

    The Great Online, your online marketing company in Denver, has a few techniques that you can use in order to quell complaints that might pop up in your social media.

    1. Respond to customers quickly; this is always your best course of action. It doesn’t matter if you respond personally or through a social media channel, but you should always try to respond in 24 hours. Even if you cannot mend the problem, acknowledging the customer’s needs is half the battle. Some people just want the simple satisfaction of being heard.
    2. If possible, contact the customer personally and publicly. If someone comments on your page and you only respond personally to the customer, then everyone else will believe that the comment was ignored by your business. On your public platforms, acknowledge the problem and offer to resolve it, but be succinct with your message. When you contact the client privately, then you can start asking more questions in order to solve the whole problem. Moving the conversation offline makes it much easier to solve the problem.
    3. Avoid excuses at all costs.Customers pay attention to how you react to mistakes and problems, and they remember the results. At best, an excuse will make you sound apathetic, and at the worst it will make you look incompetent. Instead of giving the customer an apology, give them the truth. This is much more genuine, and it can go a long way towards gaining back the trust of the client. Sometimes customers will complain about your product, and the truth might be that it is simply not a good fit for them. You may need to reset their expectations.
    4. Always respond with empathy. You probably won’t always agree with what a customer is saying, but you can be truly disappointed that they are unhappy. You should also recognize that most clients leave a negative review in the midst of their angriest moments, so don’t take everything to heart. Respond calmly, and don’t get too defensive.
    5. Make sure to follow up after the fact to ensure the customer is happy with the resolution to their issue. They will be grateful for your commitment and ultimately remember a positive experience instead of a negative one.

    Responding and dealing with customer complaints has changed drastically in the last decade. Your problems become much more public, so your response has to be more refined. Denver is home to a tech-savvy population that has grown up using social media, so we want to be there when you need the help.

    Please turn to The Great Online for any and all of your Denver online marketing needs. We hope to hear from you soon!

     


    How to Use Emojis in Digital Marketing

    Wednesday, October 19, 2016

    The emoji has swiftly become one of the most popular forms of communication in digital media. Its rise has been so meteoric that in 2015 the Oxford English Dictionary chose to use the term as its word of the year. Many companies try to use them in their marketing campaigns and as an online marketing company in Denver, we, too, receive questions about whether or not to use emojis in a business setting. In order to utilize them properly there are some rules to follow.

    • 1.Should You Use an Emoji in the First Place?

    The usage of an emoji in your digital campaign should be considered heavily before you start a new campaign. If your product or service is serious in nature, using emojis can come off the wrong way sometimes. For businesses with a lighter focus, emojis can be a great way to improve communication with clientele; for other businesses, this isn’t always the case.

    In order to know whether you should use emojis or not, there are a couple of questions you should first answer. How does your target audience interact with you online? Would your message be improved with an emoji? Which emoji should you use, and do you understand what it means? If you can answer these questions well, then emojis may be a good choice for you.

    • 2.How to Use Emojis in Digital Marketing

    Your usage of an emojis depends on the platform you chose to use for your digital presence. The best place to use an emoji is in your interactions with your followers. For example, light-hearted messaging through Twitter allows for a myriad of emoji usages. Replacing words with an emoji can give these interactions a more energetic feel. Just ensure that the message makes sense. In that regard it is best to not replace every word with an emoji.

    The same concept can apply to Instagram, especially in the bio. For example, replacing the word “love” with the heart emoji or prefacing your phone number with a phone emoji can work. Emojis can even be used to describe what your business does. For example, if your business is a photography-based one, then adding the camera emoji helps to further get your message across, but it does so in a fun and entertaining way. There are emojis for dozens of objects, from weightlifting to pizza, so you can customize your specific message.

    Another option for emoji usage is in Snapchat. If your business uses Snapchat to connect to your audience, then adding emojis to your image can add a sense of fun to each post. Usage in Snapchat is especially interesting as it gives the user the ability to resize and rotate the emoji to fit the images, and will even allow you to attach them to an object if the post is a video. This can connect you to your clienteles and your business.

    Things to Remember

    While an emoji is a great way to further your brand, it should never be used excessively. It’s better to use emojis simply and not get too complicated with your message.It’s also important to remember that there are many emojis with multiple meanings. You may post your message and people may interpret it in a way you meant or in another way so it’s best to be clear about your message.

    This shouldn’t dissuade you from using emojis, but it’s simply a reminder you to be careful and thoughtful in how you use them.

    The Great Online is here to answer your questions about emojis and topics related to online marketing and communications. Don’t hesitate to contact us.