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?
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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.
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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.
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by Fronetics | Feb 3, 2016 | Blog, Content Marketing, Marketing, Social Media
A blog post not only stays around longer than a print ad, it can better engage potential customers.
The 24-hour news cycle has evolved into the 24-second news cycle with the rise of online media outlets and social media. So, when it comes to advertising your business, generating leads, making sales, and being perceived as a thought leader, you must consider the lifespan of your print ad and its purpose, versus the lifespan of a well-orchestrated blog and its potential.
Though often confused, there is a distinct difference between advertising and marketing. With a print ad, you are obviously advertising your business concisely, with a limited number of words and images. But, this form of advertising has a limited lifespan (only as long as that piece of print media is in the hands of a reader). So, it should be only one small piece of your marketing puzzle.
In contrast, a blog bridges advertising with progressive marketing techniques. It reaches your target demographic in a different way by conveying knowledge and building trust. It works on improving your “image” as well as branding your company as a thought-leader. A blog makes a more personal connection with the reader, while an ad is very obviously trying to sell something — and consumers gravitate toward knowledge rather than a simple sales pitch.
Looking at Longevity
A blog can live on indefinitely. What you post today may still be relevant and a popular read several months from now. Because of this, your company can reach a larger number of consumers within its target demographic for a long period of time, surpassing a print ad’s capacity for results. A blog also reaches consumers in a more relevant, memorable way. Marketing experts would agree: Getting your clients or customers to remember you is half the battle.
Your company’s advertising can include the placement of an ad in print media like newspapers, magazines, or direct mail. Print ads through community newspapers or direct mail flyers are useful for specific purposes, like targeting customers in a localized area.
But, you will find that advertising of this kind comes with a sizable price tag and has limited benefits. According to a Marketing Profs digital report, print advertising ranks as the largest expense of most marketing plans, with public relations and marketing strategies rounding out the important trio.
So how long will a print ad live? According to a marketing study published by Fast Company, a newspaper ad has a maximum lifespan of 2-3 weeks, and an ad placed in a monthly magazine may live up to three months.
In contrast, when a blog post goes live, it may generate the most hits within the first week, but it will continue to serve as available content that consumers will access for months, or even years, down the road. If the blog is well constructed, you may find that a year later it is still ranking in the top five search results for certain targeted long-tailed keywords.
So, it is important to consider the “quality of life” of your blogs and print ads. A blog feeds consumers’ need for more information before they commit. In fact, prior to contracting your services or buying your product, your potential customers will research the topic online and read blogs posts that present information in a vendor-neutral format.
Successful businesses react to this by creating a constant stream of this fresh content, organized into a library of posts (that stand the test of time), then use that content as bait to attract potential prospects. One study revealed that when it comes to blogs, the combination of proper timing and useful insight can result in a 33% higher lead conversion rate and a 38% increase in revenue over the prior year.
Blogs’ Benefits and Social Media
When you publish a print ad, you’ll never really know what your readers think about it. With a blog, you get feedback and you engage the reader, who is also a potential customer. It creates a more viable connection and provides greater insight that you can leverage to garner more customers through:
- Tracking and analytics: Feedback is a powerful tool. Google Analytics can tell you what types of articles are capturing your readers’ attention. You can learn how much time they spend on a page and how they share it. You can leverage this information to determine what sort of content you need to create to reach more customers and generate more leads.
- Shares and comments: Readers love to interact with online content, reading and commenting to express their opinion or thoughts. The comment section of your blog can become a community of readers. If a reader found your blog insightful or inspiring, they may also share it with their contacts or friends through social media. Your business becomes a part of a larger community that is connected through dialogue.
Advertising in any form, digital or print, is only a single component of any complete, multi-level marketing process. Innovative marketing today must include several different components, like well-articulated blog posts that utilize SEO, and connect potential customers to your company by offering information they can use. Blogs are a long-lasting porthole to your business, the product or the services you offer, and your professional insight or vision.
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by Fronetics | Jan 27, 2016 | Blog, Leadership, Marketing, Social Media, Strategy
Should employers be monitoring or censoring employees’ social media?
Censorship is always a hot-button issue, and, when combined with social media, things can heat up even more. The topic is debated in law school classrooms, at dinner parties, and in courtrooms. What should be shared and written on social media? Should companies censor what their employees post?
The waters still seem murky. Many companies don’t have policies around social media, but, with over 70% of online adults using Facebook, and the Internet-crazed Millennial generation now outnumbering Baby Boomers, they should look into putting some guidelines and policies into place.
Who’s Digging?
Many companies, up to 60%, now research candidates according to Career Builder. Up to 48% of companies who have researched candidates have found reasons not to hire them. According to the site, reasons range from provocative photos, references to drug or alcohol use, badmouthing a former employer or colleague, poor communication skills, and discriminatory comments.
Source: Career Builder
A New Generation
Although the retiring workforce does use the Internet (46% of those 65+, and 65% of those between ages 50-64), their numbers cannot compare to users in the younger, upcoming workforce (90% of those between 18-29).
The Millennial generation was born and raised in the digital age. Many of them have never heard of the Dewey Decimal System or know a life before cell phones. Their digital devices, and the Internet, have been their best way to research and connect. They are accustomed to throwing political views, photos, and personal experiences — good or bad — out into the cyber world. Many have already had the experience of poster’s regret, which might have taught them a lesson, but may also have blunted the idea of permanent mistakes. If one can delete a post and apologize, why not post away and worry later?
To Monitor or Not Monitor, That is the Question
Thinking carefully about what your expectations are of employees, and addressing those expectations in writing, is an important step to consider.
We assume that most employees know they shouldn’t post anything that damages the reputation of the company, its products, and employees, but it may be best not to assume. A case study in a recent Harvard Business Review provides a perfect example of what can happen if policies aren’t put into place.
In his Time piece, “Why Monitoring Employees’ Social Media is a Bad Idea,” author S. Kumar argues that while monitoring candidates might make sense, monitoring current employees breeds a suffocating and intrusive atmosphere:
“By allowing workers to live their personal lives without intrusion, smart businesses can make a powerful statement; namely, that they accept them for who they are, treasure their professional contributions to the company, and want them to be happy and fulfilled outside as well as inside the office. This, in turn, would inspire loyalty and boost productivity in the workforce, and make those companies more profitable.”
However you feel about the topic of monitoring, and even censoring, it’s important to be clear with employees about expectations. A general statement about employee behavior and representation of the company might be enough to instill deeper forethought when employees post, comment, and like.
Do you monitor your employees’ social media accounts? Do you have a policy in place that covers personal social media activity?
by Fronetics | Jan 21, 2016 | Blog, Marketing, Social Media
The LinkedIn Mobile App can help you grow your marketing program from the comfort of your phone.
Increasingly people are on the move, and smart phones are on the rise. In 2015, 64% of adults had a smartphone, up from 35% in 2011. Worldwide there are 3.7 billion unique mobile users. Those numbers are growing rapidly.
With the rise of mobile access and technology, people use phones in many of the same ways they use computers. You can scan, email, write, research, talk, bank, and — thanks to the LinkedIn Mobile App — apply for jobs, post articles, communicate, and engage with peers.
LinkedIn believes the app is “a faster way to tap into your professional world. Get news and info that matter for your professional day, a daily brief on what’s happening in your network, and a quick way to reach out and keep in touch.” Sounds good for those of us who rely heavily and increasingly on our phones.
Here are some ways in which you should be using the LinkedIn Mobile App to help your marketing efforts:
1. Update
A cornerstone of inbound marketing, writing updates and engaging daily (or hourly) with connections is important. Within an update you can include text, links, and photos and mention other LinkedIn members. You can also choose to share your update with your entire LinkedIn network and/or first-degree connections and/or your Twitter feed.
2. See who’s looking
Discover who has viewed, liked, or commented on your profile and content. The app lets you reply directly if you’d like.
3. Engage
Keep up with your network by finding, commenting, liking, and sharing. Repeatedly, we hear of the importance of engaging with connections and truly trying to value their posts, especially before sharing your own agenda.
4. Edit your profile
Notice a mistake on your company profile? Make an immediate change, even without your computer. Maybe you’re at a business meeting or out to dinner, and you notice that something hasn’t been updated on your company profile. You can fix it immediately.
5. Send & receive messages
This is a staple, and one that is critical. Again, if you’re at a business meeting, at a conference, or just without your computer and you need quick access to someone who you don’t have in your smartphone address book, you can find them and contact them through the LinkedIn Mobile App.
You can also access Lynda.com to watch tutorials and get training, get daily updates from LinkedIn Pulse, use LinkedIn Lookup to find connections, and use LinkedIn SlideShare to access over 18 million tutorials, infographics, and professionals.
There’s no need to cease connecting or marketing when you’re without your computer. The newly updated LinkedIn Mobile App can help you get the job done efficiently.
