How to maintain your brand reputation across multiple digital platforms?
Sep 23, 2021
10 min read
Why Online “Buzz” Influences Purchases Decisions?
Online Reputation management has become essential for modern-day businesses. As much as customers care about the quality of your product and services, they equally care about your online activities, reviews, and brand presence.
What is your brand posting on Instagram? What are you tweeting? Did you reply to their online queries? Actions like these matter a lot! You never know; your existing customers might be posting pictures of your product or sharing their experiences with your brand, and you simply can't afford to lose out on this engagement.
As per Statista's survey of 2020, 36% of Instagram users follow brands that they use on the social media platform. Apart from Instagram, 35% of the respondents said that they follow their favorite brands on Twitter.
Another study says that almost 90% of the users purchase from online brands they follow on social media networks. Hence, for the years to come, we can say that investing in online brand reputation can help businesses drive ROIs like never before!
Myth: Your Online Reputation Is Not In Your Control!
There exists a psychological factor behind consumer reviews, comments, or ratings. For a new customer, they act as a testimony. Hence, it is a huge misconception that online presence or reputation is something that doesn't influence purchase decisions.
Here, we are talking about the control or "management" of your brand's online reputation. You can always gain a competitive edge as a brand by eliminating fake or negative reviews, establishing your presence over influential platforms, etc. If you want to garner great reviews that speak positively about your work, you must adopt a reputation management strategy.
You can learn how we ran a well-structured referral and review campaign on Amazon that lifted the sales of a Coffee Brand by 230%! Check out our case study to know more.
A well-designed online reputation management strategy shall portray your brand in a positive light. By investing your efforts in nurturing your online reputation, you can witness skyrocketing growth in sales. If you can maintain a positive brand reputation, you will attract potential customers by gaining their trust!
For instance, we generated + 279% Organic Traffic for a doctor booking platform based out of Philadelphia via fifteen Social media campaigns which brought tons of users to their website. It helped them to boost their customer acquisition. Check out our case study to learn more.
So How Can You Maintain Your Online Reputation Across Multiple Digital Platforms?
You can follow these four steps for your brand’s online reputation management. These are some simple steps through which you can improve the online presence that’ll benefit you in the following ways:
- ORM can expand your customer base and help you maintain a consistent outreach.
- Online reviews can help customers to engage with your brand.
- When you stay in touch with your audiences, you improve internal practices.
- You have a better chance of boosting your customer retention.
- Better online reviews and presence can help you in SEO.
The elements of ORM include responsiveness to online reviews, reputation monitoring, search protection, constant outreach to encourage customers to share their reviews online, social media branding, damage control, and review audit. These elements are usually implemented via paid, earned, owned, and shared media channels.
Let’s begin!
#1 Perform Sentiment Analysis!
As a business leader, you need to analyze how your customers feel about your brand. Are they happy with your services? Are they satisfied with the results? You must dig deep into the data to understand your brand’s current reputation standard.
Check your social media posts, comments, mentions, take a glance at your competitor’s social handles, look at how their customers talk to them, and then define a path for yourself.
You must also evaluate your online reviews on platforms like Yelp, Yahoo, and Google. There are various online tools or experts who can quantify this data into comparable metrics so that you can analyze how things are going for your brand.
#2. Track Social Media Tags Mentions.
Brand reputation management is a continuous process; you have to stay proactive! Once you recognize your online reputation status, you need to set up your social media channels to respond to customer queries or complaints.
Twitter, Linkedin, Facebook, etc., are popular platforms where brands reply to their customers. Social media channels make it very convenient for a user to ask a question or appreciate your work. Pro Tip: Ensure you respond to your customers as fast as possible!
#3. Make Your Business Appear Positive.
As discussed in the previous section, negative reviews can hamper your client acquisition efforts. The best way to deal with them is by resolving them and encouraging positive reviews. Of course, you can’t force your customers to post positive reviews about your brand, but you can always share testimonials of happy clients. You can highlight the kind of positive experience they had on your social media platforms. You should never hold yourself from reposting your clients’ tweets or feedback. In this way, you can leverage user-generated content that can enhance your online marketing. Apart from customer reviews or comments, you must encourage your employees to post positive sentiments about their work culture.
#4 Work With Reviews, Comments, And Analytics.
Your customers should feel or recognize that your brand is putting additional efforts into fixing certain shortcomings that they comment about.
They should feel that they are being listened to. For instance, they might complain about the delivery process or the recent rise in the price. Listen to them and make changes accordingly.
Your brand’s reputation matters!
Yes! Your online brand reputation is within your control. But first, you must realize the key areas where you can improve upon. You must listen, process, and react to online conversations that are related to your brand. If you are looking for more effective ORM solutions and efficient tactics, we at Saffron Edge can help you develop a robust strategy!
4 Branding Mistakes you should avoid in your Business
Your brand is very important that you should build it deliberately and thoughtfully. No matter what your business is about, branding can break or make your business. Every business should know why branding is important and why it is needed for a successful one. Branding is something which not only creates loyal customers but it also creates loyal employees. It is helpful for the employees to understand the purpose of your business. Whether you already established a business or you have started a new one, some mistakes are unavoidable. Let's take a look of top four branding mistakes you should avoid in your business. 1. Fail to understand your audience Understanding your audience is the first and most important aspect of any business. If you fail to understand your target audience, you are making a big mistake. Before establishing any brand, you should understand the demands, expectations of your audience and the things they easily identify with and the types of brands they usually favour. Once you understand your target audience, messaging and branding for your business will become more easier. 2. Fail to research your competitors This is very essential, if you have established a new business. Researching about your competitors help you to understand what they have done before and how they did that. This helps you to get inspired and by this you can also find out how you can make you brand stand out among others. Your research should include services, products, websites, target audience and social media platforms. 3.Fail to focus on user’s experience Not placing enough focus on the user or borrower experience is one of the biggest mistake people make, especially when they start a new business. Having the right product or service is extremely important, but this should never overshadow the experience your audience should have through the purchase of your products and services. People usually connect more with experiences than products. Be sure that the experience should be memorable and smooth as their are many products available in the market, competing with each other to people the needs of your target audience. 4.Fail to keep your brand consistent One of the best thing that has an excellent impact on your business is your brand consistency. Brand consistency helps builds loyalty,familiarity and most important credibility. It is almost everything what your business needs, you can't build a brand strategy without consistency. Try to be consistent with your business promotions, communication, personality and other interactions you make with your target audience. Conclusion Managing a brand is not an easy task, it requires a lot of efforts and hardwork. It is essential to understand that your business is much more than its services and products. Success of your business depends on the way you shape the experience of your users. If you are planning to keep your business going for a long term, you should avoid the above described four common branding mistakes. For more information related to branding, get in touch with us ! ...
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6 Set Up Essentials You Need to Complete Your E-Commerce Website
With the internet becoming an absolute necessity, customers are switching to the next generation of shopping. E-commerce is the way of the world at the present time. The pandemic gave the industry a boost that took it to all nooks and crannies that were earlier left unexplored. The prevalence of the practice has cemented that people’s trust in online shopping is not a primary issue anymore. Getting customers to splurge on your website rather than a competitor's is the real challenge now. Your e-commerce site needs to strive to stay up-to-date and incorporate a number of crucial components if you want to draw in customers and generate revenue. Your e-commerce website needs to offer customers a strain-free shopping experience in addition to being aesthetically beautiful. You can keep your current clients and grow your business by bringing in new ones if you create an intuitive online store with a smooth checkout procedure on any device. Make sure to include these set-ups in your website. 6 Essentials For Your E-Commerce Website When redesigning or creating your e-commerce site, these are the 6 set up essentials that you need to take into account: 1. Is your Website User-Friendly? You will have a better chance of closing a sale right away if your site is simple to use. Visitors should feel welcome and encouraged to click on the products or groups of goods they are interested in buying from the site. In order for visitors to easily locate what they're looking for, categories and subcategories should be self-explanatory. Once the user types their query into the search field, all relevant items that are being sold should appear immediately after. 2. How Smooth are your Shopping Cart and Checkout Processes? It must be easy to add things to the virtual cart. Style or color preferences should be simple to examine and choose from. Customers prefer to see what they have put in their shopping carts as they browse other products, so make sure your design and layout allow the functionality for this. During checkout, avoid confusing customers. Most businesses lose their sales because they make their checkout process too tedious and long. The pandemic era has reduced everyone's attention span and patience. So, keep it simple and respect your customers' time. The customer should feel comfortable making purchases on your website. 3. Does your Website have Mobile Compatibility? Most of the online-using population has a smartphone. Nowadays, mobile visits frequently outnumber desktop visits. Simply because e-commerce is especially common in metro cities. With people constantly moving to get from one place to another, it is only logical that people use their mobile more frequently than their desktops. Your e-commerce website must be created and optimised for use across all platforms, not just desktop and laptop computers. Your business will be hugely missing out if your site isn’t mobile-friendly. 4. Do you have Calls to Action (CTA)? Ensure to be using calls to action that are relevant to what you wish your visitors to accomplish and to guide them around your website. Your CTA button, for instance, could read, "Click Below to Save 10%!" if you were having a sale. Even while it may seem apparent to you as well as to the majority of people, there are nevertheless a lot of individuals who have lived, raised children, or are now raising children, own businesses, or both, and therefore don't devote much time online. Having that extra assistance instills confidence in your company, demonstrates your concern for your clients, and makes things less frustrating. 5. Does your Website have the best Images and Descriptions? Before making a purchase, consumers who are looking for a product want to be fully informed about it. Since one can't physically feel or see the products they are looking at virtually, online shopping can have its disadvantages. It is crucial to have high-quality photos of your products and, when possible, images taken from various perspectives and angles. It's crucial to fully describe each thing in depth as well. Include all relevant information, such as texture, size, usage, advantages, available colors, etc. Your goal should be to make potential consumers feel comfortable enough with your product that they will choose to buy it over the competition. 6. How good is your Customer Support? There must be some kind of customer service provided in case of issues or inquiries. Customer service comes in a variety of forms, including online chat, email assistance, and 800 lines. Choose the option that best suits your needs in terms of price and the nature of your business. Always remember to be welcoming and reply promptly to any difficulties to ensure your customers' satisfaction. In Conclusion The digital era is great for a lot of things, but by providing a levelled and open platform, the competition in the market has become quite cut-throat. Only a few things separate you from your competition, and your online presence is a big part of that. And this is where Saffron Edge comes into play. We provide end-to-end digital solutions for all your needs. From digital marketing to paid media, we handle all things (and more!) in between. Contact us today to get the Edge. ...
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Hire a VMO to Manage your Marketing Problems and Customer Expectations!
There are small, big problems that every organization has - could be related to competition, market, or even internal, and in most cases, marketing managers and CMO know what they are. The first thing that comes to their mind is the impact of this particular problem on our overall marketing strategy and will hamper our short-term progress. While solving these problems is much more challenging than what we think, how an external person can help tackle them. A tough nut to crack, or an interesting one? What do you do in such cases, especially when your attribution model pulls back your upper-funnel campaigns? What would be your next step when you need to focus on long-term profitability instead of short-term revenue? The answer is often dubious. Hard to swallow, but honestly, people go defensive as they aren't too sure of the solution. And then procrastination enters the picture when the problems are shifted to months, next quarter, or even a year - and much to the expectations, time, resources, and money comes in the picture. We continue our focus on short-term gains, however efficient they are, maybe to make them "more efficient!" It is high time that marketers should start focusing their problems on "Big Problems" as sustainability is the prime element in marketing, and all the more due to the pandemic and shift in marketing trends for 2021. Nothing will magically transform your growth unless you're just beginning or expecting a disruption. Real change comes from rolling up your sleeves and facing those problems, making actionable plans and actions that look unconquerable. But, Where to start? The following are different ways to venture out and effectively tackle problems: First of all, reset your thinking and ponder over the root cause of the problem. Chances are there that it might not be as big as you are thinking. Relax, look for the tiny bridges linked to the solution. Sooner, you will reach depth, learn more, and start to think of the necessary steps. Note all the accessible ways to take action. You just can't solve in one go, and it is completely fine. Develop strategies to discover the most effective way, out of all you have researched and formulated. Start going through the similar industry campaign to figure out best practices. We all know that external and internal factors play a critical role in defining the brand's ROI . Start tracking performance with meaningful KPIs and thoughtfully evaluating the impact. Once you figure out the various ways, campaign results, competition mapping, industry standards, and factors affecting your organization, you will get the crux of the marketing problem. Believe us, even if you can't get through the solution straight away, you will figure out a lot just by scrutinizing one problem - you will know what medium didn't work, your right target group and buyer personas, your way of measuring campaigns, and above all, your future ways to address it. At Saffron, we realized how VMO shapes your business like no other. With the power of an agency and a focus of a marketer, he/she works vigilantly and monitors every campaign, and this is the prime reason we introduced him/ her to you. Having years of expertise and experience of working on multiple brands, he/she brings an additional element to your existing marketing team or your marketing set-up, and that is tenacity. And yes, not to forget the cost-effectiveness and efficiency in driving plans and actions, keeping in mind your business goals and revenue. We live in a business scenario where the customer and consumer expectations have touched the sky. Brands are leaving no stones unturned to fulfil them. According to Salesforce, 76% of consumers expect companies to understand their needs and expectations. They even mentioned the following four expectations that are changing the game for companies: Customers expect connected journeys: break down your business silos. Customers expect personalization: customize everything. Customers expect innovation: Keep pushing the limits. Customers expect data protection: Make trust your priority. How to manage your customer expectations? So we all have the websites, right? I want to know the new channel; I want to create disruption; I want to drive trendy marketing plans and actions; I want a growth-driven strategy - all these are common words we get to hear often but without a high-quality website, what’s the point? When driving and mapping digital success, your website is your most significant component, in all senses. A workable website must be fast (speed), optimized for search, visually engaging, and backed with relevant content. These are simple non-negotiable if you want to transform your brand digitally, or even to reach the masses. Once your website is aligned with all these pointers, you should start working on prioritizing your website goals. Depending on your resources and technical know-how you would even consider hiring an expert in conversion rate optimization, but what if we tell you that our VMO will help you with those services too. A VMO knows that if your site is letting you down, your marketing budget will not serve its purpose well. What about your brand communication and messaging? The visible part of any marketing activity is communication. Along with you, or as an Individual contributor, your VMO will help you to align your communications with your brand goals and bring them into line with your marketing campaigns. He/She makes sure your company speaks with a perceptible and recognizable voice across all mediums and platforms. Some of the essential brand driver VMO can help you out with: Creating your brand guidelines that define your story and USP. Creating a communication road map Making sure your communication tone is easy to understand. Making sure the brand story is spread out across all digital assets, i.e., social, email, content, blogs, and videos. Driving your Video communication plan. Driving your Online Reputation Management Compelling Stories need to be communicated, and all the more during the pandemic when people are more watchful. Customer-focused, great, what about Buyer Persona? A buyer persona is a research-based profile that depicts a target customer. Buyer personas describe who your ideal customers are, their behaviour, their attributes, their regular days, the challenges they face, and how they make decisions. It helps you create content and campaigns that are more focused and engaging. Our VMOs' are inbound marketing experts and are an ideal choice to help you create to define your Buyer Persona. The following are the questions you should consider before creating your Buyer Persona Profiles: What causes buyers to invest in solutions like yours? What are the various reasons for buyers to be content with your products? What operational or individual results does your buyer persona expect to accomplish by acquiring your solution? What bothers your buyer to believe that your solution/products or company is not their most suitable option? Who and what affects/influences your buyer as they evaluate their possibilities and select one? Which features of the competing products, services, solutions, or company does your buyer perceive as most significant, and what are their expectations for each? The resulting buyer personas are unique and represent your most important customer types and segments. They form the basis for your communication planning, marketing strategy, and personalization of your content. As a marketer, we will continue building brands, but to earn the trust of the customer and consumer are far more crucial than anything else, especially in the world we live in now. We all have the power to focus on the things that matter. Sometimes we are surrounded by tonnes of marketing plans and actions that we miss out on a few elements and put our brand into an unwanted situation. Here, a VMO comes in the pictures as he/she will execute in the right direction, keeping in mind your customer expectations and attributes. VMO offers you an entire marketing set-up or can work on short-term or individual projects. He/she helps you to find solutions to your problems, to draw the right outcomes from these results, and to propagate them across different mediums to provide the best in class user experience. Reach out to us now to set a call to discuss your marketing and communication plan, digital transformation, or any particular projects. Our VMOs' will work on all these to drive your revenue and growth, aligned with your brand goals. At Saffron Edge, we believe in doing the kind of marketing that performs for your business. ...
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