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How Do You Recover From Poor Business Listings Online?

How to Regain Trust from a Bad Listing 
Reputation management is key to keeping a business in a positive light, even after a bad business listing pops up. A bad business listing stems mainly from incorrect citations or addresses on a website. It gets even worse if the business has multiple locations. We know mistakes happen, but when it happens more than once or the original mistake (e.g. a street address) is not corrected, the business will lose consumer trust. It’s interesting that before social media, a business’s reputation was fixed with advertising (often costly) and/or with a press release. Today, social media creates an immediate need to get the correct information up on the website. We live in a world where instant gratification is the norm and to not fix an error on a website quickly, whether it’s a bad email address or an image, is a grave mistake. So, solving the problem includes being aware of it and fixing it quickly.
Digital Marketing Strategy 
Part of your digital marketing strategy is performing frequent website audits. This will allow you to correct a mistake or to post an update. You need to ensure that location pages are correct, including street addresses. It’s much easier to keep track of a multi-location business if you create a database for each location address, especially for the centralized location for the business. You can also create content silos. Each location should be individualized with content specific to it. For example, if your business has a location in West Chester (PA), you want to point out the location is not far from West Chester University or the Brandywine Battlefield. If there is any change to a business location, the website must be updated to reflect the change.
With any product or service, people want “proof” that they aren’t wasting their time or money on the purchase. The best way to provide to proof is through word of mouth. This type of advertising is priceless, especially since the person recommending the business is giving their opinion in person or over the phone. And it’s free. There’s also social proof, which is free too, but there’s more effort to get it on the business owner’s behalf. Let’s face it: when people are asked to provide feedback in the form of a survey, most ignore it. It’s not as easy as a friend asking another friend for a recommendation on what type of lawn service to use. There is no pressure to give a precise answer. Yet, when the testimonials are obtained and posted, they are very valuable. The more testimonials, the better. With each testimonial, you need to include:

  1. Names – preferably first and last. You can use just the first name when dealing with sensitive information. 
  2. Location – the city and/or state. When there are multiple locations, giving each city will emphasize the popularity of the product or business and market reach. 
  3. Images – if possible to obtain, an image will add more credibility to the product and/or business. Seeing the before and after images show the features of a product or the skills of the those providing a service (i.e. home remodeling companies). 

A Positive Reputation
Maintaining a positive reputation does take work especially with negative reviews. When there is a negative review, the business owner or manager should reply with a positive response. After all, the company may not even be aware of the issue. That’s why businesses spend large amounts of money on marketing consulting groups to ensure their social media marketing plans are proactive and effective.


All Time Greats

Digital Marketing for Law Firms, How Hard is it?

A lot of "verticals" or industries make sense for digital marketing and the whole process can be very easy and intuitive. For instance, if you are running a Search Engine Optimization company, it's very straightforward to content market:

1- Write blogs or articles about SEO
2- Try to answer questions people have about SEO
3- Optimize those blogs around what the questions are and what you are saying.

But what about an industry that is a lot more complicated and not very straight forward? What about marketing for lawyers?

ACE, one of Philadelphia's top Law Firm Marketing companies, just posted this extremely helpful blog about why SEO is important for Law Firms. It delves into exactly how to do the job for a complex industry like the law and its practitioners.

One of the key points in the entire article is: "If your customer journey does not have a use for search services, then you'll never see SEO campaign results."

We recommend reading the whole thing. …

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Tip #2 to Improve your Digital Marketing

Spend Wisely Each platform used to market online provides you with a different value. You need to analyze which outlets you should invest more time and money into, and which ones are not as important. Some platforms that work well for one company, yield little to no results for another. You need to find the one that suits your business goals the best. Digital Marketing is all very specific to your brand, and you need to plan your budget accordingly. Determining what each platform is going to do for your specific advertising efforts should be the basis for the decisions you make with your campaigns, explains Hitesh Sahni, Marketing Consultant at Smemark:

“It’s imperative to understand the value each channel offers. Search advertising platforms, such as Google Adwords, work best when there is a clear demand for your product or service, and you want to target people who search for your product or service online. Search advertising is less effective for a startup that has created a new an…

Does SEO Actually Work?

I wrote this for my new Doctor Digital column over at Results Driven Marketing's Blog. But I wanted to share it here too.

It's the most basic question of all: Does SEO Actually Work?

Yes it does! But not like you think it does.

This graphic should explain it pretty well:

Happy Thanksgiving!

Happy Thanksgiving, Y'all!

Tips to Improve Digital Marketing: Tip 1

Digital advertising has become a major component of modern day marketing strategies. Here are tips on how to improve your digital marketing strategy:

1. Be Creative Your business has visual elements that make it stand out from your competition. Use that to your advantage in your marketing efforts. Whether it is a logo, mascot, font, or color scheme, having it included can help make your brand recognizable. You want to catch the eye of the audience, but you also want to maintain their attention and have them remember your brand. Incorporating unique and creative visual elements into your ads is crucial to the success the ads will bring you. Sarah Maloy, Content Marketing Manager at Shutterstock points out that you want a variety of creative images, but they should be consistent: "When advertising on social media, it's important to refresh your creative often so that it is relevant and so that users aren't seeing the same post more than once. When testing variations and tryi…

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…