by Fronetics | Feb 23, 2016 | Blog, Marketing, Social Media, Strategy
Responding promptly and effectively to negative feedback online shows your commitment to customer service and transparency.
“Don’t ever read the comments” is a well-known adage in today’s world of Internet trolls. It’s good advice for the preservation of your Internet psyche — negative online comments can be really draining. If you’re a business with a digital presence, however, it unfortunately doesn’t apply to you.
Blog comment sections and social media channels offer an open avenue for customers to discuss their thoughts about your company for all the world to see. And, unfortunately, one negative comment can be infinitely louder than one hundred positive ones. The potential impact it could have on business is scary.
But that doesn’t mean you should delete or ignore every unfavorable tweet, post, or comment that someone posts on your digital platforms. In fact, companies can use negative online comments as an opportunity to exhibit top-notch customer service and much-appreciated transparency in the way they do business.
Even on platforms where you can choose whether or not to enable comments, opening the comments feature indicates that your business is interested in hearing from customers and engaging with them in meaningful dialogue. And while you’ll inevitably receive some negative feedback, you will most certainly learn about problems that you would never have known about otherwise. You may even win back customers if you handle things correctly.
Here are some tips for managing negative online comments.
1. Establish a written policy for comments.
When it comes to a forum like a blog, set clear boundaries with your readers about what you consider appropriate. Let them know that comments will be reviewed before being published and that hateful, derogatory, off-topic, or spam-y submissions will not be approved. That way, if someone complains about his/her comments not being published, you can point directly to your policy and how it is being violated.
Tip: Requiring commenters to use their real names (instead of initials, pseudonyms, or business aliases) is a good way to encourage an environment of mutual respect because people must own the words they post. Just make sure to include this requirement in your policy if you decide to go that route.
2. Distinguish between the purposefully hostile and the legitimately concerned.
Public forums, especially those online, are the ideal place for the disgruntled to vent their frustrations with the world. But that doesn’t mean you have to right all their wrongs.
Comments that seem to be particularly malicious just for the sake of being so probably don’t merit a response — you won’t be able to win with some people. For example, someone who tweets at you regarding the physical appearance of one of your employees or uses derogatory language does not merit your attention. These incidents should be reported, and you should not engage with them in any way. Your time and energy is much better spent on someone with a legitimate concern.
Tip: If you seem to have a recurring problem like that mentioned above, or if a troll’s comments seem to be getting some attention among your customers, it might be helpful to send (via whichever channel it is occurring) a blanket message that your business does not engage with hateful speech and point to your comments policy online.
3) Respond within 24 hours.
The advent of social media has drastically increased the speed of life. Customers now expect you to be open and available 24 hours a day, 7 days a week, and they will sit with hands poised over their keyboards, refreshing their Twitter feeds until you respond to them. And if you don’t acknowledge them within a (perceived) reasonable time frame, they’ll assume you’re ignoring them. Cue further dragging your brand name through the mud.
Even if you are a small shop, having a designated person on call to respond to all comments within 24 hours is a good idea. That initial response may be mere acknowledgement — “We are sorry to hear about your experience. We have someone looking into it and will get back to you when we know where we messed up!” — but letting that customer know that you heard them is half the battle.
4) Don’t be a robot.
Having designated scripted responses for certain problems may actually negatively impact your efforts. Since anyone can do a quick search to see how you have responded to people in the past, they’ll know when you’re copying and pasting, and it will come off as disingenuous.
Instead, respond as a person, rather than a corporation. Training customer service reps or your social media person to write back to commenters within your brand’s tone is a good idea, but ultimately you want to give them leeway to make a human connection in solving the customer’s issue. That means treating each negative comment individually — which is something your followers will notice. It shows that your business cares immensely about solving problems and taking care of its customers, which will build trust and loyalty with your followers.
Tip: Is this something you can outsource? Hiring someone to manage social media and blog comments could alleviate stress from your internal team and allow them to focus on doing their jobs well. It would also ensure someone can give their full attention to negative comments on an as-needed basis.
5) Move the conversation offline.
After you acknowledge that you have received the customer’s comment on the platform on which s/he sent it, your goal should be to move that conversation away from the public eye. Ask the commenter to send you a private message with a phone number you can call to talk things through. It may take some time to resolve a particular issue, so it’s best that the rest of the world not see the play-by-play.
6) Admit when you are wrong, and do your best to make it right.
Justifying why an employee treated a customer a certain way, making excuses for a late delivery, or other such explanations will fall on deaf ears. Most of the time, a negative commenter just wants to hear you say that you messed up. And that’s exactly what you should do. It’s refreshing, and it shows the rest of your followers that the commenter’s experience is not the norm.
And then you should try to make it right.
In the same way that a negative customer comment can adversely affect business, a favorable one can attract positive attention to your brand and build customer loyalty. Above-and-beyond customer service experiences go viral all the time — like when a Southwest Airlines employee drove a woman’s lost luggage three hours, or when online retailer Zulily refunded a customer for a coat that didn’t work but told her to donate it to someone in need instead of returning it. Imagine how that kind of exposure could impact your business.
How does your business handle online comments?
Related articles:
by Fronetics | Feb 22, 2016 | Blog, Content Marketing, Current Events, Marketing, Strategy
Content marketing grew one real estate marketing firm’s sales by 300% in less than a year.
Consumers are increasingly going online to conduct research before making a purchase. And that holds true for even the largest investments.
The National Association of Realtors reports that a whopping 94% of Millennials who recently purchased a home relied on websites in their search process. And that’s not just a generational phenomenon — the majority of Baby Boomers (84%) and 69 to 89 year olds (65%) did online research while seeking a new home as well.
Real estate marketers have an enormous opportunity to get their properties in front of more potential buyers through content marketing. With an inbound marketing strategy, customers who are looking for a property like yours will come to you through their own online research.
Take, for example, this case study about a prominent real estate marketing firm in one of the most competitive markets in the U.S. When traditional tactics weren’t bringing in the kind of business needed to sell 1,500 new-construction homes in a new planned community, the firm turned to a new content marketing program to increase web traffic and build brand awareness.
The results were almost immediate. The new digital and content marketing efforts drastically increased web traffic, conversions, and sales. In just 90 days, sales had increased by 37%, and in less than a year, a whopping 300%. At least one-fifth of buyers were sourced directly from the website.
Download this case study to learn more about how content marketing helped the real estate marketing firm drive traffic to their website and increase sales.
by Fronetics | Feb 17, 2016 | Blog, Content Marketing, Manufacturing & Distribution, Marketing, Social Media, Supply Chain
The US manufacturing index is at its lowest level since 2009. This is sobering news for the industry and for the economy. Within the industry, it is clear that the road ahead is not flat, straight, or even smooth. For companies to not just survive, but to also succeed, action needs to be taken.
In August 2015 Bruce McDuffee, Principal at Knowledge Marketing for Industry, released the second edition of the Manufacturer’s Growth Manifesto. If you haven’t read this, you need to do so – today. In the Manifesto, McDuffee spells out how manufacturers can achieve growth rates of 10%, 20%, and even 30%.
The key to attaining a double digit growth rate is changing your marketing strategy and adapting to buyers’ new habits. Specifically:
- Stop pitching products and start helping people.
- Start educating your audience utilizing your particular experts and expertise for FREE.
- Stop advertising product features and benefits of a product.
- Start promoting your useful, helpful papers, webinars, seminars, videos, etc. (not product information) to foster meaningful engagement.
- Admit to yourself and your team that your products are perceived as a commodity and it will take more than product revisions, releases and enhancements to gain the attention of your target audience.
McDuffee concedes that for those who have not previously embraced and engaged in this approach to marketing, “You may be thinking, WTF?”
It may seem counterintuitive, but the results are real. Your company will be able to achieve those double digit growth rates and realize these benefits:
- Reciprocity, credibility and trust in the minds of the people in your target audience.
- Top-of-Mind Awareness (T.O.M.A.) in the minds of your prospective customers so they remember your firm first when the day comes around and they need to buy.
- Higher prices, more sales, more market share, and higher growth rates.
Success, however, depends on believing in this approach and incorporating it into your overall business strategy.
Research conducted by the Content Marketing Institute (CMI) found that while 82% of manufacturers use content marketing, only 26% say that their efforts are successful. A lack of buy-in/vision from higher ups is one of the key challenges identified by CMI. Another challenge that was reported was creating and executing a strategy; only 20% of respondents reported that they had a documented strategy. Notable though, is that 58% of the most effective companies reported that they have a documented strategy.
This approach is not relevant only to manufacturing. Companies across industries and verticals should take notice. Cerasis, a top North American third party logistics company offering logistics solutions with a strong focus on LTL freight management, shifted their marketing strategy and realized positive results. Within 25 months Cerasis realized a 14% increase in revenue. This increase was directly attributable to inbound marketing. In addition to this stream of revenue, the company’s sales team was able to generate revenue totaling $20 million during this period – more than double the previous two years combined.
Those numbers are not small potatoes. If you haven’t checked out the Manufacturer’s Growth Manifesto, make the time.
You may also like:
This was originally published on Electronics Purchasing Strategies.
by Fronetics | Feb 15, 2016 | Blog, Marketing, Social Media, Strategy
When you are posting on social media could be as important as what you’re posting.
Timing is everything, and that statement especially holds true when it comes to posting content to social media. If you are sending out your message and nobody is there to see it, you are that proverbial tree falling in the forest; you did not make a sound. Your post had little to no impact.
So, even if you are putting in the time and effort to craft informative blog posts, tweets with just the right message, or Facebook posts that inspire more than just page likes, you still are not getting the most exposure you can out of social media.
Data that delivers results
According to research by social media scientist Dan Zarrella, when you are posting your content can be almost as important as what you are posting. Luckily, there is an ample amount of analytical data out there regarding optimal times to post on Facebook, Twitter, LinkedIn, Pinterest, and Instagram.
For example, looking at broad-based Twitter engagement, research suggests that users go up by 30 percent on weekends, speculatively because more people are on their computers, smartphones, and tablets during their free time. On weekdays, this peaks at 4 p.m. EST, perhaps as people check into social media as the workday begins to wind down and they are seeking a diversion.
Some studies suggest that Twitter use often peaks slightly earlier, between 1 and 3 p.m. on weekdays, and this might be attributed to people who take an extended lunch break.
LinkedIn studies show that the optimum times to post content are Tuesday through to Thursday during normal work hours. Also noted: Tuesday 10 to 11 a.m. is known to get the most clicks and shares.
When it comes to Facebook, another marketing study suggests that there is quite a wide range of variables, and it is really based upon your audience. But, in general, the best time to post on Facebook is 3 p.m. on Wednesday. Other popular times include 1 to 4 p.m. on Thursdays and Fridays, and lunchtime (12 to 1 p.m.) on weekends.
There are poor times to post on Facebook, too, such as weekends before 8 a.m. and after 8 p.m., according to SurePayroll’s research.
Research supports that B2B content generally performs 16% better during typical business hours, while B2C content performs 17% better on weekends.
Your (personal) optimal posting time
But, the problem with these suggestions is that they are just statistical generalizations of when might be the optimal time for posting content. What you need is analytics that are specific to your particular followers. Your audience maybe a different demographic than those represented in these studies, and when they are reading, sharing, or retweeting may actually surprise you.
You can access personalized data regarding the social media habits of your readers and followers through analytic programs like Google Analytics and sites like Tweriod. There are a wealth of available free tools, which provide valuable insight regarding your audience.
Here are a few to consider:
- Tweriod is a free Twitter tool that helps you know the best time to tweet. The free analysis will analyze up to 1000 of your followers. Tweriod is not part of Twitter but rather is something you may access to better understand your followers’ schedules and interests, like what they have retweeted.
- Followerwonk can help you to individuate your potential Twitter audience by learning not only who follows your competitors, but who commonly retweets their content. You can also look at your own personal audience and discover what content they like, share, and maybe even link to from other posts, as well as when they are most active on social media.
- Facebook Insights tells you the best times and days to post content by accessing your page’s insights in the posts sections. In the graph section for “When Your Fans Are Online,” you can see the days and times when your fans are using Facebook. This data is constantly updated.
- Google Analytics provides insights, analytics, and data regarding your website, and it lets you do more than measure sales and conversions. It also gives insights into how visitors find and use your site, what they are clicking on, and how to keep them coming back.
Many people still play a guessing game when it comes to deciding the best time to post their content for the most impact. But, studies suggest the average life of a tweet is only about 18 minutes. So, if you tweet something during an inactive period for your Twitter audience, you are probably wasting your time.
Posting the right content, at the right time, can make the difference between getting valuable comments, shares, and clicks on your links, and it can provide a myriad of valuable new leads.
Related posts:
by Fronetics | Feb 10, 2016 | Blog, Content Marketing, Marketing, Strategy
A good call to action will help potential leads feel compelled to choose your offer over your competitors’ offers.
If you feel your marketing campaign falls short in generating quality leads, you are not alone. Typically one in 10 marketing professionals questions the effectiveness of their lead generation methods. While you may have some of the components of a strong campaign in place, it is possible that you are leaving out a very important ingredient for success: a call to action (CTA).
CTAs are vital in any tactical marketing campaign. This is where you actually ask for your potential customer or client to take some form of action that moves them one step closer to your objective: connecting them to your company.
Say that you offer potential customers a high-value offer — like an ebook, whitepaper, free consultation, or discount — as a lead nurturing tactic. If you do not include an actual call to action, the customers have no direction for obtaining the offer, and you are probably missing out on a myriad of quality leads.
What makes a good call to action?
Not all CTAs are created equal. You are competing with every other brand in a fight for the attention (and choice) of consumers, so it’s critical that prospects feel compelled to choose your offer over your competitors’.
- Calls to action are the secret sauce to driving people to your offers. If your CTAs aren’t effective at capturing people’s attention and persuading them to the click, then no matter how impressive your offer is, it is rendered useless.
- Typically, a good call to action can be used on product pages (non-landing pages), in display ads, email, social media, direct mail, and pretty much anywhere you can market your offer.
There are several tricks of the trade to creating a highly productive CTA:
Location, location, location
Just like with important news, the placement of your call to action should be “above the fold,” or, high enough on the page so the reader will not have to scroll to see it. It is also good to have a second CTA located further down within the offer.
Clarity is key
Do not try to be so clever with your words that your offer gets lost in translation. State the offer very clearly and be specific. Don’t just say “download now,” but rather, “Download you free e-book.”
Make the CTA stand out
Choose contrasting colors for your call to action so that it draws the attention of the eye and does not blend in on the page.
Link to a landing page
Send potential customers to a targeted landing page that is relevant to what they are looking for. Your call to action should send them to a page that will convert them into a lead. Landing pages are one of the most important elements of lead generation. In fact, according to MarketingSherpa’s research, landing pages are effective for 94% of B2B and B2C companies.
There are many innovative methods to increasing the number of quality leads a marketing plan generates. The trick is in knowing how. For more proven tips, download The 30 Greatest Tips & Tricks That Will Change The Way You Nurture Leads to learn the best ways to improve the productivity of your marketing strategies.
Download guide
Related articles:
by Fronetics | Feb 9, 2016 | Blog, Content Marketing, Leadership, Marketing, Strategy
Identifying content spokespeople outside of executive management can improve the product and alleviate C-suite stress.
Often people think they’re the only ones who can do their job or, at the very least, that they’re the ones who have been doing it and know it best. And some C-suite executives forget the people working around them — when, in fact, those are the very employees who could help them do their jobs better.
Joe Fuld, president of political and advocacy advertising agency The Campaign Workshop in Washington, D.C., has wise words on the subject: “As a business owner, I like to think that the business has a lot to do with me, but I have realized it has just as much to do with the people who work with me.”
Months ago I asked an account manager to be on a call with me to discuss an editorial calendar with a client. She was new to the account, so I thought it would be beneficial for her to listen in. A half-hour into the call, I saw her notepad with at least 20 new ideas for articles, white papers, and blog posts. By the end of the meeting, the list had grown to 40, and they weren’t just simple ideas — they were complex, thoughtful, and fresh. This wasn’t her role, but she dove in and helped to create the strongest editorial calendar to date. The client was pleased; I was thrilled.
The same experience can be true for a management team Strategically identified content spokespeople assisting senior management could help alleviate some of the stress C-suite executives face — and add new ideas to the pot.
Senior management are often extremely busy and may not be hearing the breadth of information and news that some of the lower-level professionals are exposed to. It’s true that too many cooks in the kitchen can spoil the meal, but, if chosen strategically, employees acting as content spokespeople could make your life easier and make the product better. Their investment and loyalty could also grow immensely.
John Hall, CEO of Influence & Co, writes about the subject in the Harvard Business Review. Here are his two suggestions on how to find the right people to fill the role of content spokespeople.
Identify content spokespeople
Identify employees who are comfortable teaching and demonstrate natural leadership qualities. The account manager mentioned earlier is the perfect example: engaging, patient, knowledgeable, curious, professional, trustworthy, and tactful. Her efforts always appear to be helpful, instead of boastful or misplaced.
Assess knowledge base
Hall suggests gathering and documenting information from content spokespeople. He does this by a Q&A process and brain dump exercises. He suggests keeping this information in a central location — a knowledge bank — for future use. From the knowledge bank content can be gathered and synthesized into an article or blog.
Hall says that the risk is minimal, since the C-suite can always have final editing power, so even if a content spokesperson says something off-color, the information won’t get out to the customers.
The involvement and collaboration in this process is incredibly valuable for everyone involved. Hall claims, “By embracing the unique experiences of your employees outside the C-suite and showcasing their diversity through thought leadership content, you’re strengthening your brand’s authentic, human connection to your audience.”
Related posts:
