Showing Social Media Content On The Website

Coffee and meeting

This is something I thought would be useful; put all your social media feeds onto the website.  Make a Social Wall.

This can be created using a free to use platform.  Walls are an easy to access platform to help set up social feeds, it displays the content neatly using iframe so you can add to a page on a website page.  It also adds its adverts if you use the free version.

Social Wall

We are adding the free version to some clients site, it will also be useful for an event or digital displays.  See our Social Wall.   Reach out if you need any help with this.

Reputation Management

Reputation Management

Managing your company reputation online.

A business’s reputation used to be what they said about themselves in their advertising and the reach their customers had via word of mouth.  Now, consumers are pushing out a company’s reputation and image collectively by providing real-time feedback online through review sites, social media, forums and other channels.  Basically, if it is an online source and a consumer can say something about business on it, then it is a channel where your business’s reputation should be managed.  In addition, your company reputation can be affected by listing accurately, or more to the point, inaccurately online.


Digital marketing and online reputation management for businesses

Online reputation management is a part of a greater digital marketing strategy that works alongside review management, business listings, paid search/ads, social media management and SEO to help your business stay competitive and relevant online. While your business should be managing each of these segments of digital marketing to maintain your online presence and (consequently) offline reputation, many businesses are not. They really should: four in five consumers surveyed use search engines to find local information from multiple devices to find store address, business hours, product availability and directions.


Online reputation management: your business has options

Your business’s reputation can be affected at any time on just about any source across the web. You can use products (SaaS), services (outsource services) or people (outsource or hire a digital marketer) to cut down on your reputation management time expenditure. Even if your business tracks and constantly checks on social media, there may be sources that your business is unaware of such as a new review site from a listing that your business never knew that existed.

Your business should weigh the pros and cons of conducting online reputation management in-house or outsourcing, but there are definitely best practices when responding to reviews that your business should be aware of. Maintaining your business’s online presence is one of the most worthwhile services a digital agency or local media company can provide your business and is one of the most worthwhile services you can invest in.


Why your business’s online reputation matters

An online reputation needs to be backed by reviews and ratings by consumers. Without them, there would be no reputation to manage and quite frankly, it would appear as if no one ever visited the business.

Ready or not, consumers are talking about your business

Whether a business chooses to manage their reputation online or not, consumers are talking about their favourite and not-so-favourite businesses. If a business simply ignores their reputation online, the consequences can be detrimental.

Unmanaged negative responses can create an angry mob mentality and bad word of mouth spreads like wildfire. While a business may not realize how exactly one instance can affect their online reputation, it is possible that only one negative post on a highly ranked site can actually be what shows up near the top of a search results page when a consumer searches for that business’s name.

Consumers Control the Conversation and Everyone’s Feedback Matters
Social media is a two-way conversation — businesses can no longer broadcast the message they want people to see. There is a democratic nature to social, with brands, consumers and everyone having an equal voice in a shared space. Customers can rave about a business or let everyone know they had a terrible experience. Social networks have dramatically changed the way businesses communicate. Today, consumers can converse with brands and vice versa as if they were talking to a friend. As a result, businesses have had to become more personable than simply a business entity and manage their social presence in a manner that reflects as such.

Reputation drives conversion

What people see online matters. Approximately 74% of customers trust online reviews as much as personal recommendations—this is a huge shift in thinking that has become more prominent as time goes on. This trust in reviews translates to dollars, as customers put their money where their trust is. A Harvard Business School study found that a restaurant that sees a one-star increase on Yelp will see revenues increase anywhere from five to nine per cent.

As discussed previously, many businesses find that cultivating their digital profile on their own is too time-consuming. There are reputation monitoring tools that make keeping up with customers way easier, saving time and money. Whatever your business does, it is essential that you are not perceived to be ignoring your customers online. The worst thing your business can do is appear unresponsive.


What makes a good online reputation?

Being present (listed online) and having a good reputation (reviews and reputation management) go hand in hand. Not being listed on a reference site customers use is just as bad as having bad reviews on that site. Building a consistent online presence and a positive reputation is important for both consumers and search engines. Some of the most important aspects of the online footprint include:

  • number of business listings
  • consistency of business listing information (name, address, phone)
  • overall sentiment in reviews
  • frequency or current velocity of new reviews
  • the overall volume of reviews
  • social activity and engagement (especially with reviewers)

Customers now view social recommendations and reviews as more authentic, expecting \\reviews to be a mirror of the actual customer experience that they would experience themselves. This means that maintaining your business’s online reputation is gaining importance as each review is a perceived snippet of what your potential customer expects to experience.


Online reputation management: the main points

According to Google, 9 out of 10 of local searches lead to action, with more than 50% leading to sales. If businesses have a good web presence, customers will go to them rather than the competitor. Once they’re in the store, 79% of customer use their smartphones inside to look at reviews or compare prices and 74% of them end up making a purchase. Those numbers alone make the opportunity clear: online reputation management is essential for your business to get consumers in the door to make the sale.

We manage your company reputation for you

Most packages include some reputation management.

Contact us to discuss your Reputation Management requirements.

How To Respond To A Negative Review

Reputation Management

I see negative reviews as an opportunity. Negative reviews are not good, but we can capitalise on a negative review by replying professionally and helpfully.

How you respond to a negative review impacts not only the reviewer but all the sets of eyes that come afterwards. Seeing a business handle a particularly challenging review online suggests that management is proud of their business and willing to go the extra mile to maintain their reputation online!  Here is our opportunity to show the world how we genuinely care about our customers explain our company ethos and help the customer.
Show potential clients see the light with these steps: feel for your customer’s situation, empathise, apologise, promote your business, get offline, keep it simple.

How to respond to negative reviews.

1 Apologise and sympathise.
The first step towards fixing a problem is acknowledging that one occurred. Regardless of what happened, a simple apology and sympathy for your customer’s experience go a long way.
2 Promote
. We missed a promised delivery deadline. If they’re what you are known for, why not reiterate that? “Our crab cakes are usually a hit, we’re sorry to hear that they weren’t up to par when you visited!”
3 Move the conversation offline. 
Don’t open a can of worms. Keep the lid on tight by offering the reviewer the chance to reach out via phone, email or both.
4 Keep it simple
.  Avoid specifics and don’t ask questions. Those conversations are much better served in a space away from the prying public.
One last tip: leave your business name, location and category out of this. You don’t want your negative reviews showing up in the search results!
Part of our marketing services will include Reputation Management where we manage and respond to all reviews.  Learn more about Social Media Marketing

Marketing Case Study

Jo on a computer

How Marketing Changed This Business | Marketing Case Study

BJ Upholstery based in Darlington is a traditional business who restore and reupholster antique soft furnishings.  Operated by a husband and wife team they have been in the reupholstery business for thirty years.

The Challenges

The loyal customer base was reducing and the call for restoring antiques was reducing too. A wider audience was required and new markets to serve.

BJ Upholstery in Darlington

The Solution

First, we looked at the company website and the supporting social media. We ran a ‘Snapshot Marketing Report’ that highlighted the company’s exposure online. They had very little exposure and the new customers required did not know they existed. They were known in Darlington and narrowly showed in search results as an antique reupholster and the report gave us the information to build an action plan.

We updated the website and created an easy to publish and search-friendly platform to work with. We did not totally rebuild the website for a few reasons; we wanted to keep the costs down, it looked ok and the style showed the business as it was, a nice traditional upholstery workshop in a market town, a bit old fashioned but well established. We didn’t want to come across too ‘flash’ we didn’t want a modern generic-looking website.  The website looks like an old upholstery workshop that is producing beautiful work.

Next was to build the social profile; we added Facebook, Twitter, Instagram and Pinterest and started telling the BJ Upholstery story regularly. Photos and descriptions of completed work are published which is an interesting bonus as prior only the customer saw the lovely work.
Website SEO was boosted by optimising the website and adding rich content to appeal to the target customers.
This is all ongoing and flexing as the business evolves and changes with demands and requirements of the owners.

Dig Advertising SS

The Results

Inbound enquiries are at a historical high and the company is attracting the ‘perfect customer’. The perfect customers are people who appreciate quality and don’t mind paying for the best service. People from further afield have become customers, at the time of writing two sofas are in the workshop from Gloucester, BJ Upholstery are producing jobs for interior designers, making bespoke sofas to order, upholstered a chair in football shirts and last year reupholstered a footstool in a potato sack for a customer in London.

 BJ Upholstery travels to the Yorkshire Dales, York, Harrogate, Newcastle as well as the surrounding area of Darlington and Durham. 

Digital Marketing can be overused and misunderstood.  Digital Marketing is just your story and what you offer shared in the public domain, on the Internet, which is a digital environment. 

More Information

Learn More about our ‘Marketing Evaluation’ from Zedcomms.com.  See BJ Upholstery’s website

Zedcomms are a leading business development consultancy specialising in Website Design and Internet Marketing along with onsite training and ongoing mentor support.