Our PR Strategist Laura Curk has been digging deep into online marketing.
Did you hear the one about the baker that burned its customers on social media? It’s not a joke, especially for them.
The company ended up on Dr. Phil to plea for redemption. But no crisis communication team could dig them out. It begs the question, “how many companies enter into the online world without understanding it?” Let’s dig a little deeper.
I recently took a course in online marketing and wanted to share a couple important takeaways. Fundamental information about online marketing that everyone should know.
1. Online Reputation Management
An important takeaway came during the online reputation management lecture. For anyone who is responsible for measuring and altering the perceptions of a company’s brand online (this is usually done by social media strategists) take note.
“Treat customers or users how you would want to be treated.”
People, social media is not about promoting a company to the public; it’s about relationship building! That means if someone complains about the company you overlook you should: exercise empathy, don’t get angry or frustrated, remember that everything you are putting online as an answer can make it into public view.
The biggest online PR blunders come from companies who don’t respond to customer complaints correctly. Don’t believe me? Take a look at this.
Social media is a relationship building exercise and no one wants to be friends with a crook or bully.
2. Effective Content
Nobody wants to be friends with a bully and nobody wants to read boring content!
FACT: Users stay two minutes longer on a website if it has a video.
This is a statistical reminder that humans are visual creatures and online marketers need to remember that. It’s no wonder memes, infographics, webinars and videos are so popular!
Plus, by crafting compelling content users are more likely to promote it through likes and shares. This increases your authority and helps your online content rank well.
3. Know Your Customers
The biggest mistakes companies make on the Internet is entering it without a strategy. Websites, blogs, and social media pages are all great, but if you don’t know what your customers want, you’re just wasting your company’s time and money.
Worldwide social network ad spending reached $16.10 billion in 2014, a 45.3% increase from 2013 that pushed social’s share of overall digital ad investment to 11.5%.
Before spending, fully immerse yourself in who your customers are and what they are looking for. Any knowledge about your potential clients is invaluable information. Think about your target audience.
If you can solve their problems and answer their questions, then you have gained a loyal follower and a new customer. Cha-ching!
Many companies understand that in order to survive in today’s business world, they must have an online presence. But without understanding the online world, that decision can be detrimental.
Durrell Communications is here to help you get the word out. If you’re struggling with online marketing let us know and we will help you find success!