aReputation

aReputation helps identify frauds and defamatory content in the digital universe that can hamper your business. The company monitors fake online reviews and complaints against your brand.


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Why Your Digital Marketing Should be Integrated and Holistic

The competition in the business world is tough. To stand out from the crowd, attract loyal clients, and ensure that your business will grow constantly, you need a strong digital marketing strategy that can stand against time and against all odds.

Some of the most effective digital marketing strategies applied by business owners today include content strategy, SEO, social media marketing, and PPC advertising. If you’re implementing digital marketing to achieve your business goals, you might want to reevaluate your strategies and tactics if they are cohesive, integrated and have a holistic approach.

If you’re thinking that an integrated digital marketing strategy is costly and is only practical for big companies, think again. Of course, investing in only a part of digital marketing (e.g., investing only on getting higher search engine ranking or investing only on getting more Facebook likes) will save your money. But will it save your money and business in a long run?

An integrated and holistic digital marketing is a strategy that combines carefully selected sub-strategies, tactics, techniques, and styles to form a more powerful campaign that can generate better, bigger, and more long-lasting results for a brand or business. It unites andharmonizes various digital marketing strategies like SEO, content marketing, social media marketing, and even offline marketing strategies to work as one.

Here are 10 reasons why I recommend that your digital marketing should be integrated and holistic:

1. It ensures the growth of your brand. An integrated digital marketing doesn’t only boost your search engine rankings, number of social media likes, and web traffic, but it helps your business improve its profitability and stability. Since an integrated strategy is based on a holistic approach, it takes into account your deepest goals, such as your business’ bottom line, integrity, and reputation.

2. It generates more intelligent data. One of the great advantages of an integrated digital marketing campaign is that it gives you an opportunity to gather wider and deeper data. This happens because you don’t just generate data from a single channel. With an integrated strategy, you generate intelligent data across several channels such as social media, search engines, and mobile platforms, which you can eventually combine to see a bigger picture.

3. It gives you the ability to accurately target customers. By seeing the bigger and deeper picture, you gain the knack to accurately target and retarget your audience. Imagine if you’re just relying on search engine marketing and ignoring social media. You may understand how your target customers behave on search engines, but you may not understand how they interact on social media. With a multi-channel campaign, you will understand your target customers deeper, and come up with better marketing strategies to influence their buying decisions.

4. It actually saves your money. You might be thinking that a piecemeal digital marketing campaign without an integrated strategy could save your money. But think again. You may benefit from paying cheaper services but does it worth your money? A cheap and hasty campaign may be cheap, but it may also result to nothing but a waste of time and money. With integrated and holistic online marketing strategy, you can have a sense of direction. This helps you have the ability to identify unnecessary campaigns and remove them to stop wasting your money further.

5. It promotes teamwork among the people in your organization. In an integrated digital marketing campaign, multiple strategies, techniques, and people are involved, not only the ones in your marketing department but also everyone who shares your common goal. Here, the people in your business, whether in-house or outsourced, are collaborating with each other to make your marketing campaign more effective, your customers happy, and your business grow.

6. Your digital marketing success doesn’t only depend on a single channel. You don’t just depend on Google, Facebook or any marketing channel alone. Many business owners and marketers in the past relied on the leads they’re getting from Google traffic, but when the search giant made some algorithmic changes, their traffic have declined as well as their revenues and profit.

In an integrated strategy, you create your own value which attracts these channels and their users. By creating valuable content, useful conversations, and other solutions, your brand is loved by Google, Facebook, other channels, and of course their users. You don’t need to worry about chasing Google or Facebook — their users chase you because of your valuable content and solutions.

7. It makes your customers more satisfied. The bottom line of a holistic digital marketing strategy is not only your business’ net income but your consistent net income. This bottom line requires you to consistently make your customers happy so they remain loyal to your brand. Whatever your marketing campaign is, for example if it is SEO, it is crafted to provide valuable and high-quality content to guarantee the satisfaction of your audience.

8. It supports the essence of your business. A holistic digital marketing is based on your core business principles, values, and major goals. It also carries your value proposition and brand’s voice throughout your marketing campaigns.

9. It helps you create a more powerful marketing strategy to win your competition. If you are serious in winning your competition, you should consider that your competitors are already using integrated marketing strategies that can easily win against you. Therefore, don’t let yourself be kicked out from the competition. Integrate your marketing strategies and tactics to have a better structure. They must have bones, muscles and teeth to be competitive.

10. It makes you a better business leader and influencer. Business owners, entrepreneurs, marketers or anyone who implements an integrated and holistic strategy becomes more mature and knowledgeable about the existence of their business and its stakeholders. This helps them grow as a leader and an inspiration to others. Furthermore, when you are always acquainted with several people and talents that are integrated in your strategy, you tend to learn more.

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Some Digital Marketing Strategy Tips For Your Business

1. Set your objectives. A successful strategy is much more likely if you’re very clear about what you want to achieve. Define your KPIs (Key Performance Indicators) clearly, and set specific targets for these that can be measured by a tool such as Google Analytics. If a KPI is that you want more leads from your site, for example, a goal such as getting ten leads per month by month six makes this target measurable and specific.

2. Understand your starting point. You should aim to learn from past mistakes by looking at your own business history, the competitive market and the context of the industry. It’s important to consider any changes in technology products or customer expectations that are relevant to you, and to look at what your competitors are doing. Carrying out a competitive audit can provide significant information on the industry/competitive dynamics, and also gives you a baseline to use for comparison as you go forward.

3. Focus on the customer. Remember that your digital strategy should be centred on your customer, not on you. Your research should consider what your customers are looking for, what sort of terminology they are using, and how they want to interact with you. You can find out more about your demographic by using Audience Reports (in Google Analytics) to identify key information about your target consumers.

4. Stick to your budget. You should clearly define your budget and your resource commitment from the outset, and be clear about where resources and budget will be applied, considering what return you are expecting from each. For example, you may run an email campaign that aims to deliver leads and a Facebook campaign that is expected to grow your audience. These are both valid activities, but they have very different intentions.

5. Review constantly. Digital marketing is easily measured online, and you can review your strategy and make adjustments frequently. If you have been clear with your KPIs and targets, you can set up systems to measure conversions and track your performance compared to your plan. Don’t be afraid to make changes quickly if something isn’t working: updating your plan, adjusting your tactics and regularly reviewing your strategy allows you to make the most of your digital marketing and web presence.


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10 Digital Marketing Trends That Will Boost Your Strategy

Digital marketing is an impulsive, erratic, and volatile industry. The moment you catch the tiger by the tail, there’s a new tiger whose fugacious tail requires catching.

Keeping up with a changeable industry seems like a fool’s errand. Where is the balance between chasing capricious trends, on the one hand, and ossifying into a Luddite on the other?

Thankfully, there is an in between – a balance. If you can identify current trends, settle on an actionable strategy, and take measurable movement forward, you’re bound to succeed. I’ve identified X such strategies that you should keep in mind over the next few months, if not the next few years of digital marketing.

1. Stop relying on Google.

Don’t misinterpret this point. I’m not saying that Google is not on its way out. After more than a decade of domination, however, it may be on the decline. Up-and-comers like Duck Duck Go aren’t anywhere near dethroning Google GOOGL -0.43%. What their rise indicates is that consumers want alternatives — a choice not to depend on Google if they don’t have to.

Marketers should take heed. Google is one basket, but it doesn’t deserve all your marketing eggs. Search engine optimization is important, but a searcher can accomplish her goal through more means than just Google.

I advise digital marketers to rely less on Google, and engage more direct forms of interacting with their target market.

2. Mobile. Just mobile.

I wanted to say that “mobile dominates,” but that line is so utterly cliche, that I had to state it differently.

The importance of mobile search, mobile optimization, mobile conversions, and mobile ubiquity cannot be overstated. Mobile devices and our collective addiction to them are fixtures of the modern marketing era.

This article is not the place to wax verbose on the importance of mobile. Instead, my intent is to remind you that mobile is the method of the masses, and should, therefore, be a priority of the marketers.

3. Social conversion is coming.

Enough has been said about the power of social networks. Not quite enough as been said about the importance of social conversions. For ecommerce and lead generation sites, social provides a growing opportunity to improve conversion rates and gain new conversion channels.

4. New payment methods are on the rise.

With the advent of EVM credit cards (October 2015), the public is in for a new experience when it comes to payment methods. These changes will have a ripple effect on online payment and e-commerce sites.

Privacy issues are a mainstream concern and it’s up to digital marketers to lead the way in reassuring, educating, and coaching customers through the transition.

5. Paid advertising is here to stay.

Whether you like it or not, you’re going to need to pay for advertising spots. I agree with marketers who claim, “PPC is dying,” but I also see the advent of alternative forms of paid advertising taking its place.

Consider Buzztala for instance. Although they provide “organic video ads,” they are still ads. And they still cost money. Rising methods of organic/paid advertising are entering into the marketing methods of some brands, signaling a growing trend.

6. Marketing automation becomes de rigueur.

Marketing automation is nothing new. It is, however, bigger than ever. Marketing automation is now easy and affordable enough for any marketer with a budget to do it. Once upon a not-so-far-away time, the only organizations doing automation were big companies with world-recognized brand names.

Now, marketing automation is nearly a requirement for any business that wants to stay on top

7. Content creators are more necessary than ever.

Ever since Web 2.0, the writing profession has had a heyday. Anyone and everyone could become a publisher. Anyone who had a voice could also have a platform on the web.

Now? Some content experts moan that there is too much content out there. Or is there? Content, often referred to as “king” is so essential to digital marketing that it can’t be dismissed as a “trend.” While individual publishers may be overextending themselves by publishing too much, there will always be content. It will always be important.

Therefore, there will always be the need for great content creators, including writers, developers, video producers, podcasters, and speakers. Lizetta Staplefoot said it well in her Visual.ly article: “The need for quality content will spotlight the importance of professional writers.”

I know from experience that great writers are hard to find. But it’s no longer enough simply to find a “great writer.” You need to find a writer who knows your niche. The world’s greatest writing skills don’t count for much unless the writer possesses knowledge, ideally experiential knowledge, of his or her subject matter.

8. The algorithm will change. And change again.

The search algorithm will change. It will infuriate you, delight you, confuse you, and disappoint you. But it will change.

I’m referring, of course, to Google’s search algorithm, the almighty search machine that decides which content ranks highest in the search engine results page (SERPs). Today, however, we need to consider Facebook’s algorithm, Bing’s algorithm, and even the mashup of Twitter and Google’s algorithm.

9. Conversion optimization has high ROI.

If CRO, or conversion rate optimization, is not in your 2015 budget, I suggest you take a look at the possibility of introducing it. Conversion rate optimization is the process of maximizing the number of site visitors who convert or make a purchase.

By thoroughly understanding users and split testing changes on a website, marketers can determine what elements of a website or landing page will produce the highest number of conversions.

The process pays off. Instead of paying big bucks for ad placements and organic traffic, marketers can instead funnel more of their existing traffic into sales.

10. Growth hacking will continue to evolve.

In my opinion, one of the most fascinating trends in 2015 is the continued evolution of growth hacking. Growth hacking will continue to demonstrate its indomitable power in the face of unlikely odds.

 

 

Source: Here

 


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5 very important reasons your company needs online reputation management

A lot of people don’t see the necessity of listening online. The truth is this is perhaps more important than actually being active online. The cold hard fact is that people are having conversations (good and bad) about your brand whether you like it or not and for anyone with an interest in selling (which let’s face it we all are) its crucial to pay attention to what our customers, potential customers, competitors and influencers are saying about our brands.

ORM — Online Reputation Management — is a really good way to go about listening. There are a number of tools out there that you can use, but the real value comes out of understanding what ORM actually means for your business.

1. It’s all about listening
I cannot stress enough how important it is to be in the loop in terms of what is being said about your business online. Far too often companies which carelessly disregard the importance of what people are saying are left with huge crisis management ordeals which could have been avoided.

According to statistics from research company Pew, four out of five people state that they have received advice via social media regarding what product or service to purchase. A 2012 graphic from Insight Marketing Group meanwhile shows that 78% of consumers trust peer recommendations, only 14% trust advertisement. So what does this mean for your business? They are talking about you beyond your control and you need to be monitoring the conversation.

2. Talk the talk
Besides being able to listen and pick up what your customers are saying about your business, ORM also allows you to understand what people are talking about in context to your business, products or services.

You might pick up that, as a retailer, people are talking about price comparison and using your stores as ‘showrooms’, eventually making their final purchase online. Picking up on this kind of insight could help change your entire business strategy and make you realize that your standalone brick and mortar store is no longer going to cut it and in order to be competitive you need to look at ecommerce options.

As a research company or educational institution you may pick up on trends and issues that suggest people are searching for information on that you are not covering. This may help you expand your offering and start a niche sector catering to specific sought after needs.

3. Identify the influencers
One of the biggest benefits of ORM is that it helps you understand what people are searching for, what they are saying about it, and how this is relevant to your brand. You can also start identifying those key online influencers who seem to steer the crowd either towards or away from your business.

Certain people have greater clout (and Klout) than others and surely you want to get these people on your team? Use ORM to pick up on what these people are saying and start engaging with them. Your attendance to them and what they have to say will only inflate their egos and help put your brand on a pedestal within their social communities.

4. Business strategies revealed
ORM also allows you to pick up on where your brand is being spoken about which may open up opportunity for you to start engaging on new platforms.

An old-school, male-orientated insurance company might, for instance, uncover that some of its biggest competition online is coming from female-orientated site targeted at a much younger audience. It might therefore be time to change its strategy.

You might discover that more and more image driven and video content is being shared about your brand on platforms you are not active on. This may be an opportunity to work branded visual content into your strategy and start engaging within these new visually oriented communities.

5. ORM is big data
As we know, big data uncovers consumer and industry insights on a mass scale. Essentially that’s exactly what ORM is doing, but instead of asking the questions you’re using the tools to listen to the answers.

There is so much data available it can seem overwhelming, and often the pure magnitude of this data leads to us missing critical points of interest and insight.

ORM is a way you can learn to coexist with big data and use it as a pinnacle tool in understanding the importance of social media for business and monitoring online conversations about the brands, people or topics that are important to you.


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Why your online reputation is more important than ever

Consumers generally feel a level of mistrust towards both professions, which is why many seek trusted third-party sources like word-of-mouth referrals in sourcing a reputable business.

And with the latest research showing the continuing exponential rate of growth in internet and social media use, real estate agents can no longer ignore that the most trusted third-party source consumers rely on to form opinions about them is the internet.

Trends show that over the next few years we will see those businesses that have established themselves with a strong and trusted online reputation having one of the most important competitor difference tools in the online digital landscape, and winning more business as a result.

So what does this mean for you? It means an opportunity to let your great reputation be your best online marketing asset to winning new clients.

Here are three things you need to do to grow a positive online reputation.

1. Manage your current online profile

When was the last time you Googled your name and business? Do you hold a number of positions on pages one, two and three? Are there other websites talking about you positively? How does your online profile compare to your competitors’?

These are all important elements of your online profile that you should manage.

Why? Because every single day, your prospects are checking you out online and forming an immediate opinion based on these elements.

Understanding your current online profile allows you to assess the strategies you need to improve and measure it.

2. Identify two or three strategies to improve your online profile and credibility

This could be social media activities via LinkedIn or Facebook, or other similar platforms. Regular blogging to position yourself as a trusted subject matter expert is another way of adding to your online credibility.

3. Join exclusive local online reputation platforms

While there are numerous online directories that allow real estate agents to be profiled, many of these allow any agent (including all your competitors) to be listed alongside you, diluting your brand and reputation.

Consider joining exclusive online platforms or membership groups that only profile a limited number of reputable real estate agents in your area, thereby strengthening your brand as a trusted business choice and allowing you to have a strong competitor difference.

Take charge of your online reputation

Your online reputation is a business and personal asset with incredible brand value. A proactive strategy towards enhancing it will lead to you winning over higher-quality customers, increased conversion rates and opening up greater alliance and partnership opportunities.

But there are no easy tricks, really! At, aReputation, we strongly disapprove of those who practise bait-and-switch swindles.

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5 PR Tips For Startups And Growing Brands Leveraging Social Media For Growth

Social media transformed classic PR and is offering startups and growing brands endless new possibilities to drive traffic to their digital and physical storefronts. It sounds like the best of all worlds; blending new media with old media, right? Any startup has the ability to set up a Twitter account or Facebook page, yet you still must follow traditional public relations rules on these channels.

Issues may come up as businesses rely too heavily on social media at the expense of proven public relations strategies. All too often, we have seen first-hand during the dawn of social media the horrific (and hilarious) errors which were made as clients jumped in too fast.

Murray Newlands, along with Drew Hendricks, has authored a new book, how to get PR for your Startup: Traction which includes 5 guidelines for avoiding typical pitfalls.

1. Build up personal relationships

Absolutely, it is vital to follow journalists on Twitter to keep updated on their work. However, “follows” on social media do not necessarily produce press coverage. One-on-one relationships with the media still bring the ideal results.

If you are prepared to go to a trade show (or a digital media panel), inquire of the event organizers if they possess a list of attending media, and reach out to the suitable bloggers and journalists with a thoughtful e-mail that requests a meeting.

Follow the exact same approach with business press in your area. You will be surprised with the results. Media almost always pay more attention to the leaders and businesses they have met. The perfect time to reach out is on Friday. The worst time is the afternoon, as traditional media are on a deadline.

2. You should always ‘sell’ to the media’s hot buttons

Journalists possess designated “beats.” In public relations, it is your responsibility to know these subjects and cater to exact coverage needs.

Keep in mind: The blogger’s or journalist’s main objective includes creating content which attracts the most eyes, delivers on the most plaudits and excitement, and therefore advances his/her career. All approaches made to this “customer” ought to be driven by the motive, “How may I assist the journalist in reaching his/her goal?”

3. Make all contacts worthwhile

Company feeds on Twitter which jumble together blog links and job openings are a waste of time for media. And worse yet, the practice of utilizing Twitter to pitch a story en mass to the world.

These types of tweets receive the same welcoming as spam does. If you desire media attention, make every contact golden. Journalists’ favorite words include “advance” and “exclusive.” If you approach journalists with a story that’s theirs alone, in many cases, they will love it.

An advance exclusive almost never fails to win the reporter’s instant attention and long-range appreciation. Just be certain to specify that your story you are advancing is embargoed from additional press outlets until the announcement’s time and date.

4. Make videos, not “hideos”

In the age of YouTube, video has become an increasingly powerful and popular medium for distributing business information and news. However, before you jump in the director’s chair, bear in mind that there is a reason why Ben Affleck, Steven Spielberg, and Angelina Jolie make the big bucks: They all know how to script, act, produce, and direct films commanding an audience’s attention.

In contrast, many company forays behind a camera result in a “hideo” — talking heads that are interspersed with PowerPoint slides. If you are intent on making a video, go for it! However, employ an expert videographer. These professionals may develop eye-popping video at competitive costs and quickly. 

5. You should never make social media a crisis response bureau.

Occasionally, bad things occur to reputable businesses. Sites crash. C-level execs are indicted. Centers flood or burn down. As crises arise, you require a public relations response staff in place to take control and directly handle media, offering up-to-the-minute support reassuring customers and the public.

A handful of the worst crisis public relations in recent years happened as businesses defaulted to Twitter to deal with press inquiries. Media exploded and wrote about their irritation in attempting to locate a live person to answer questions. Annoyed customers utilized organizations’ own tweets against them — and re tweeted the posts with added “boos.”

Utilized as a portion of an integrated approach to communications, channels such as Pinterest, YouTube, Facebook, and Twitter, may amplify the impact of public relations to build a brand, develop a loyal follower community, as well as attract interested press members.

sail ahead, while you keep waiting for that prospective buyer.

aReputation, a leading digital wellness company, discusses the three top benefits of Online Reputation Management (ORM) that a real estate business can attain.

 


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Search Engine Optimization

What is Search Engine Optimization (SEO)?

SEO is a marketing discipline focused on growing visibility in organic (non-paid) search engine results. SEO encompasses both the technical and creative elements required to improve rankings, drive traffic, and increase awareness in search engines. There are many aspects to SEO, from the words on your page to the way other sites link to you on the web. Sometimes SEO is simply a matter of making sure your site is structured in a way that search engines understand.

SEO isn’t just about building search engine-friendly websites. It’s about making your site better for people too.

Why does my website need SEO?

The majority of web traffic is driven by the major commercial search engines, Google, Bing, and Yahoo!. Although social media and other types of traffic can generate visits to your website, search engines are the primary method of navigation for most Internet users. This is true whether your site provides content, services, products, information, or just about anything else.

Search engines are unique in that they provide targeted traffic—people looking for what you offer. Search engines are the roadways that make this happen. If search engines cannot find your site, or add your content to their databases, you miss out on incredible opportunities to drive traffic to your site.

Search queries—the words that users type into the search box—carry extraordinary value. Experience has shown that search engine traffic can make (or break) an organization’s success. Targeted traffic to a website can provide publicity, revenue, and exposure like no other channel of marketing. Investing in SEO can have an exceptional rate of return compared to other types of marketing and promotion.

Why can’t the search engines figure out my site without SEO?

Search engines are smart, but they still need help. The major engines are always working to improve their technology to crawl the web more deeply and return better results to users. However, there is a limit to how search engines can operate. Whereas the right SEO can net you thousands of visitors and increased attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.

In addition to making content available to search engines, SEO also helps boost rankings so that content will be placed where searchers will more readily find it. The Internet is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.

Can I do SEO for myself?

The world of SEO is complex, but most people can easily understand the basics. Even a small amount of knowledge can make a big difference. Free SEO education is widely available on the web, including in guides like this. Combine this with a little practice and you are well on your way to becoming a guru.

Depending on your time commitment, your willingness to learn, and the complexity of your website(s), you may decide you need an expert to handle things for you. Firms that practice SEO can vary; some have a highly specialized focus, while others take a broader and more general approach.

In any case, it’s good to have a firm grasp of the core concepts.

How much of this article do I need to read?

If you are serious about improving search traffic and are unfamiliar with SEO, we recommend reading this guide front-to-back. We’ve tried to make it as concise as possible and easy to understand. There’s a printable PDF version for those who’d prefer, and dozens of linked-to resources on other sites and pages that are also worthy of your attention.