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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The power of online reputation management (ORM) | A Case Study

What is the first thing that comes up when you search your brand’s name online? Are you aware of what your customers are saying about you? Maintaining your online business reputation is a crucial task. With numerous open platforms available to people, it is essential what your brand speaks online.

An oil stain on the reputation online, can hamper your business in ways unanticipated. Here is a case study of how United Airlines’ reputation was at stake because of one song.

United Breaks Guitars

A song that highlights the incredible power of social media, United Breaks Guitars is a customer complaint that had all the qualities to go viral. Produced by Canadian musician Dave Carroll. He took this step when his efforts to recover the value of his guitar, broken in transit, went in vain for over a year. Posted on July 6, 2009, the video was shared by Carroll’s friends, posted by various people on their sites and shared by bloggers. From there, it was an easy path to mainstream media. The video had 4.6 million hits by the end of July, with external references increasing the audience by many more.

The viral video showcased a very important and useful insight. People spend more time on social media compared to television. A music video produced for as low as $150 is capable of getting the attention an airline and its customers.

With their presence on Twitter, United picked up the video the next day it was posted and responded with, “This has struck a chord w/us and we’ve contacted him directly to make it right,” on July 7. The airline offered $1,200 to replace the guitar and $1,200 in flight vouchers. When Dave Carroll asked the airline to give the money to another, similarly affected passenger, they decided to donate $3,000 to a music school. United used Twitter as a communication channel throughout the commotion and responded with “Absolutely right, and 4 that (among other things), we are v.sorry and are making it right. Plan 2 use video in training,” to critical tweets.

United’s response was received in different ways. People were divided into classes saying it was very good or could have been better. Students however, had a mixed opinion about United making a positive statement on customer service, or keeping a low profile on the incident to let the attention subside.

Incidents like these, have the power to make or break a business. Online reputation management (ORM), is an important aspect, and an organization needs to be proactive about their online stance.

The world is a transparent and saying exactly who you are builds a positive repute. However, projecting a speculative version of truth will not help. Keeping a check on what people are saying about you, should be the first task in your checklist.



Leave a comment A Network to Learn Negative Reputation Fighting Skills is an online network that helps you share and collect views on fighting negative reputation on the Internet. Online Reputation Management is the art of attaining a perfect balance between good online market reputations and fixing whatever is damaging your credibility. It would be wrong to say that ORM is only meant for businesses that are facing a downtime in terms of reputation. It takes many good deeds to build a reputation and just one bad deed to break it down.  Taking constant stock of negative feedbacks and reviews posted online against a brand is also an important step in maintaining a clean online reputation. The size of your business or its present market value doesn’t determine whether it needs ORM or not, because these conditions are variable.

Just about every other transaction that we make today happens online, which makes reputation management an important aspect for maintaining the stance of a business on the Internet. There are high chances that a client or a customer will browse information online to gauge a brand’s reputation before associating. is an online network where you can look for answers related to ORM and how it functions. The moment you become a member, you can join any discussion on the forum to ask a query or answer one.

Joining the network of social marketers allows you to connect with like-minded ORM professionals or individuals with similar skill sets. What makes the network a better place is the fact that the forum hosts discussions on sensitive topics like online reputation monitor and repair. You can either learn the skill to neutralize negative contents or gain expertise in boosting positive information to tactfully counter it and scale your business.

Fighting back one or two negative links sounds feasible with the help of professionals sharing ORM tips online on such forums. Nevertheless, there are times when a brand encounters an unavoidable ratio of controversial content that causes your brand to suffer in a massive way. In such cases, a brand needs to approach an organization expert in the field of online reputation management like aReputation.

Reputation management is a sensitive matter and must be handled with care. Therefore, it is better to take professional help, than landing up in a mess.

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Online reviews are here to stay for businesses- Love them or hate them

If you have own business, you’ve presumably been affected by online reviews inside the previous couple of years. Whether you are a Dentists, plumber, doctor, builder ,restaurant etc. when you interface with the public  you’ve probably got positive and negative reviews out there somewhere.

According to a recent survey by a company in the industry, 91 percent of consumers now read online reviews (vs. 88 percent in 2014) and 38 percent of consumers say they form an opinion by reading just 1-3 reviews.

The gorilla in online reviews obviously is Yelp. They were the principal and the largest online review portal. They first made their mark with restaurants and rapidly expanded to various industries and businesses.

If you are a business who has had multiple reviews on Yelp, you’ve likely had to deal with “hidden” reviews that don’t appear in the main section. Often (too often, some businesses would say), these are positive reviews that Yelp has decided shouldn’t be included with other reviews. Yelp says it uses automated software to help it filter reviews. According to a Forbes article, a Yelp spokesperson claims “reviews are excluded for a variety of reasons”.

One of the problems we see with Yelp is that there is no “opt-out” option for businesses that don’t want to have customers leave reviews on the site.

So what can and should you do to help your online reputation on Yelp (and similar sites)?

read more..


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Work With Influencers To Make Your Business More Powerful


Influencers are taking over the world.

Endorsements, TV programs and free stuff once reserved for only the hottest celebrities are now being handed out like candy to anyone with an Instagram account. But what exactly constitutes an “influencer”?

Influencers, or “taste makers”, are people who are very active on social media with a large group of dedicated followers. These followers will (we hope) buy anything that they are told to buy. And, although I comment in jest, the truth is that these tastemakers are a great way for any business to maximize their exposure.

While a feature or advertising space in a print magazine would have been the ultimate goal just a few years ago, things now are vastly different. Back in the ‘90s, a feature in InStyle or Vanity Fair would mean fantastic exposure and a high return on investment. Today, digital PR has all but taken over. Our society is fixated on valuing the opinions of “real people” over the once-revered mega brands. Age-old-style marketing is alive and thriving and the best part is that it’s very accessible, even for those on a budget.


Most businesses make the mistake of adopting a reactionary strategy towards working with influencers. That’s because these brands are often bombarded with requests from tastemakers seeking free meals, clothing or jewelry in return for an Instagram post or savvy Tweet. But the influencer marketplace can prove confusing. For example, what exactly is the impact of an Instagrammer with 100k followers snapping shots about your business? The truth is, this type of exposure could be incredibly beneficial for a business but only if it’s tailor-made to your ideal audience.

With the reactionary strategy, you won’t be able to pinpoint for yourself those influencers with the ideal audience and target market to promote your brand. You simply have to trust that the influencers contacting you have a similar type of following as those whom you are trying to attract. This is not always the case.

For example, fashion bloggers are incredibly popular with teenage girls but if you are a clothing brand that sells your pieces for thousands of dollars, I bet there are only a few teenage girls who could afford your clothing.

There are many great ways to vet your influencers, such as using a company like Ugli who will do the job for you. We conduct what is essentially a background check on your future partners. We’ve done it for our friends in their love lives as well as our clients and their influencers, and enjoyed great success every time! We are the matchmakers of the influencer world.

At the end of the day, influencers are a marketing strategist’s dream, and it will often only cost you a meal or a piece from your latest spring collection.


If your brand hasn’t been bombarded with influencer requests, all is not lost. Dedicated marketing companies such as Ugli will seek out your ideal influencers and build authentic relationships with them over time, paving the way to a long-term collaboration that works alongside your sales goals.

The influencer game is definitely a long play – the best influencers are picky and won’t say yes to anyone without proof of genuine interaction and value. We will play the game for you, and we will make sure that all the best people win.

So, once you’ve found the influencer Romeo to your brand Juliet, how can you get the most out of your collaboration? It’s essential to lay out guidelines to what you will do for them and what you expect them to do for you. Put it into a friendly contract, for an added level of security. Don’t fall into the trap of believing that influencers will always follow up on their promises. Define your expectations and make them clear at the beginning.

Once your influencer posts their content, it’s up to you to get it out there. Retweet, share, comment, engage and just talk, talk, talk online all about your collaboration. Dedicated blog posts and newsletters discussing just how fabulous your influencer is will also prove effective. Hashtag everything and link back to your website, their website and all related online content to make sure your message gets across. The more effort you put in, the higher the rewards you will reap.

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We’re big fans of landing pages. We often write and talk about the right way to design one or even the best practices of landing pages. But, you might still be wondering why these pages are so important for your digital marketing strategy.

It isn’t just about generating leads and offering lead magnets like ebooks and checklists. Landing pages can accomplish so much more than collecting a lead’s contact information.

Yes. You read that correctly: so much more.

Sure, generating leads is an incredible thing for your business. But, these pages have other purposes that can be just as crucial to the success of your online strategy.

Landing pages help your business generate leads

We mentioned this above, so it shouldn’t be too much of a shock, but the number one reason you need a landing page is to generate leads.

If your website isn’t generating leads, then your site isn’t living up to its potential.

A business’s website should be their most powerful marketing tool and act as a 24/7 salesperson. When you set up landing pages correctly, with the right design and best practices, you set yourself up to grow your business and increase sales.

These pages are a place for you to offer gated materials in exchange for contact information.

For example, if you’re a digital marketing agency, you might offer a Logo Design Checklist download to visitors interested in branding or rebranding. In order for a visitor to access the checklist, they’ll have to fill out a form, which turns them into a lead for the agency.

Landing pages help you gather information about customers

If you’re collecting contact information from leads, then you’re actually doing a whole lot more than you might think.

The contact forms on your landing pages provide you invaluable insights into your customers and potential customers.

If you take the time to analyze the information from the forms, you should be able to understand the demographics of your actual market compared to your target market.

Are you attracting the customers you set out to attract?

Why are the leads you are currently receiving the ones filling out the form?

Why is your target market not filling out the form?

The best way to gather this information is to ask basic questions on your landing page forms like:

  • Type of industry
  • Business website
  • Company name
  • Size of company

Just remember to keep the questions relevant to your business and your offer.

Landing pages help you track your traffic

When someone fills out a form on your landing page, you can start to track their movements on your site.

While this might sound complicated, there are some great tools that help you accomplish this.

What good does this do you?

Well, for starters it will help you establish a relationship with your leads. You’ll be able to understand their positioning and perspective better because you’ll see what pages on your site they went to.

With this information, you can start formulating their pain points before you ever talk to them, so you can help them better understand why you have the solution they are looking for.

Landing pages help match your advertisements to your website

We say this a lot: consistency is key in marketing.

If you’re running a paid advertising campaign on Facebook, Linkedin, or even Google Adwords, then you need to make sure the page the ad takes visitors to is consistent with the actual ad.

Things like messaging, images, graphics, and the offer itself need to be connected and consistent from ad to page.

You can’t redesign your home page every time you create a new ad. (Well, you could, but that wouldn’t be advisable.)

Instead, you need to create landing pages that feel like they are part of your website while also being consistent with whatever ad is driving traffic to them. It provides a better user experience, but it will also help you convert traffic.

Landing pages provide you an opportunity to segment your audience

Depending on your business, you may have several different target audiences. You don’t want to create a single landing page and expect all of your target audiences to convert on that page.

When you try to talk to everyone at once, no one will get the message.

Landing pages help you segment your audience, so you can speak directly to them

With specific and targeted messages, you’ll be able to connect with your visitors better, move them through your online sales funnel, and generate leads in a whole different way.

Bonus: when you segment your audiences to different landing pages, it’ll help you nurture them into customers more easily and accurately because you won’t have to try and identify which market they are coming from.

Landing pages let you announce new products or services

Landing pages help you make announcements and generate interest around new products and services.

If you’re rolling out a new product or service, it can be difficult to gain the attention and interest you need to make the new rollout viable.

With a landing page, you can start to test the product or service line update and collect lead information based on interest in the new rollout. While this is still a form of lead generation, it’s also a great way to understand the perception of the rollout.

If you have trouble gaining any interest or traction, then maybe you need to reconsider the rollout or your strategy.

Landing pages are about more than lead generation

We talk a lot about lead generation. It’s great for your business, but it’s not the only thing your website has going on.

Landing pages are a great tool for learning new insights, generating leads, collecting information, and gaining a new perspective on your business and audience.

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Why Is Mobile Marketing Getting The Edge?

For anyone who is serious about growing the online side of their business, it’s imperative that they consider Mobile Marketing. Over the past few years the growth in mobile smart phone usage has been nothing less than astronomical. Just to put this into perspective, in a recent info-graphic published by Microsoft Tag, it states that out of the 4 billion mobile phones in the world today, over one quarter (or 1.08 billion) of these are smart phones. The report goes on to say that 50% of mobile phone users readily use their devices daily in order to access the internet.

When we carried out our own tests here at across client sites, it was found that up to 28% of visitors were accessing it via a mobile device. These figures are only set to grow and are in accordance with recent figures published by Their findings state that over the last two years (2010-2012) the mobile share of web traffic has increased by 162% with the biggest increases coming from Asia and Europe, showing growth of 192% and 183% respectively.

So this begs the question…why are more people accessing the internet via hand held devices and what are the Mobile Marketing opportunities?

The first thing to mention is the growing number of public wi-fi hotspots. These make it very convenient for people to log on to the World Wide Web when they are out and about. In addition, according to the Institute of Direct and Digital Marketing (IDDM), they state that people can now benefit considerably from much lower data charges by signing up to plans that allow fixed-rate data packages. Finally Smart phone companies are continually developing faster processing power and bigger touch screens on their models. This means that users can inevitably carry out tasks on their mobile phones far more efficiently and conveniently than they would their PC or laptop.

So when it comes to Mobile Marketing, why has it got the edge over more traditional online marketing methods? Aside from the obvious fact that more people are accessing the internet via their mobile devices, here are some other reasons that a business may want to consider mobile marketing as a serious option.

Geo-targeted advertising
One of the new exiting ways that mobile marketing can attract customers is by using geo-targeted information. Many phones have GPS services which means that your phone knows exactly where it is at any given time. Using this information, marketers can deliver laser targeted advertising pertaining to local products and services. For instance, if you’re about to walk into a department store, it can be set up so that you can receive adverts relating to special offers within that store. Or alternatively marketers can give you information on offers pertaining to your localised area.

In phone facilities
As technology gets better and better, phones are more geared up to receiving mobile marketing information. With the introduction of QR codes and bar code scanners, customers can walk into a store, scan the product into their phone and look for product reviews, best prices, and even best competitive offers in order to help them make an informed buying decision. For advertisers and consumers alike, sending and receiving media in this way is far more convenient and easier than it would be via a PC or laptop.

Consumers wallet/retailers store front
The growth of E-commerce makes it far easier now in mobile marketing to advertise products via mobile phone. With the introduction of mobile coupons offering special offers, time and location based deals and push notifications, not to mention mobile technology swipe and pay facilities, mobile devices are fast becoming the consumer’s wallet as well as the advertisers store front.

It is fair to say that mobile marketing is still in its infancy and we really are only at the tip of the iceberg. As the technology builds, so will the marketing strategies. So as a business you have to ask yourself the question. can you really afford not to employ mobile marketing strategies? Even if you only have a small business, there are marketing methods that you can use that can open your goods and services up to a whole new client base.

Contact us today for more information on Mobile Marketing and how we can help.

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5 Simple Digital Marketing Strategies That Can Help Your Business Grow

Digital marketing is essential in today’s world. With both competitors and potential customers constantly online, digital marketing is the only way to stay ahead. When you’re a small business owner the online world can seem intimidating. Here is a list of five simple digital marketing strategies that any business owner can implement to help their business grow.

1. Setting a Goal: You’re looking for ways to help your small business grow. You might want more customers, more recognition or maybe you’re looking to get ahead of the competition. Whatever the case may be, starting with a solid goal in mind greatly increases your chances of success. Digital marketing is a great way for small businesses to prosper, but going into the process blindly can leave you with a jumbled mess. A lot of strategy and precision goes into digital marketing and having a goal helps you know what to focus on.

2. Creating a Marketing Funnel: The most successful businesses have an effective marketing funnel in place. A marketing funnel is when you map out a customer’s journey from when a customer is a complete stranger to when they become a lead, and then put certain strategies in place that will encourage them to move through this funnel. Things like lead magnets, calls to action, opt-ins and offers are all effective pieces of a funnel. You can think of a marketing funnel in four parts: Awareness, Interest, Desire, and Action.

  • Awareness: The potential customer is aware of your product or service. They’re still a stranger, but they’ve come to your website for a reason. They’re looking for something they need. At this stage you want to attract the customer by showing them that you have something they’re looking for. Use a lead magnet or call-to-action to give the customer a valuable resource related to your product or service (i.e: what they need) in exchange for more information about them like their email address, phone number, profession and current needs. Find out who they are and why they came to your website.
  • Interest: They are actively expressing interest in a certain type of your products or services. At this point you’ve given them some information and they’re interested in what you have to say or the services you provide. You’ve used your lead magnet or CTA in stage one to gather more information about them. At this stage it’s a good idea to supply them with further information that is more tailored to their specific needs. Showing them that you not only took the time to get to know them, but also have something that’s specific to their needs will show that you’re attentive to and care about your customer’s wants and needs.
  • Desire: They’ve taken an interest in a specific product or service. Now that you’ve supplied them with information specific to what they’re looking for, they’ve found a product or service you provide that might be a good fit for them. Invite them to schedule a consultation using an email or a call-to-action. At this stage you want to tell them more about the product or service they’re interested in. Show them why they need it and exactly how it will benefit them.
  • Action: Taking the next step towards purchasing. This is when you’re able to turn your potential customer into a lead. You’ve given them valuable information, shown them you pay attention to your customer’s needs, and shown them that you have something they need that will benefit them. All that’s left is discussing things like price, payment and other aspects of your product or service that are relevant to a buyer.

Having an effective marketing funnel won’t just get you more leads, it can also help you turn leads into repeat buyers. If the customer has a good experience they might return to purchase from you again or even tell others they know about your business. The elements of a marketing funnel can seem like a lot to put together, but they’re simple concepts when broken down. You’ll see that numbers 3,4 and 5 help to break down and explain the different aspects of having a marketing funnel in place on your site and how to put together some of the most important pieces of it.

3. Developing a call-to-action: We talked about using a call-to-action in the second step as a part of your marketing funnel, but what is a call-to-action exactly? A call-to-action (CTA) is an image or text that prompts visitors to take action, such as subscribe to a newsletter, view a webinar or request a product demo. CTAs should direct people to landing pages, where you can collect visitors’ contact information in exchange for a valuable marketing offer. In that sense, an effective CTA results in more leads and conversions for your website. This path, from a click on a CTA to a landing page, illustrates the much desired process of lead generation. In order to increase visitor-to-lead conversion opportunities, you need to create a lot of calls-to-action, distribute them across your web presence and optimize them. A good CTA should be attention grabbing and help lead a potential customer further into your marketing funnel.

4. Creating an Effective Lead Magnet: A lead magnet can be used alone or along with a CTA. This will also be used either within your marketing funnel or as a way to drive potential customers into your funnel. Supply them with something relevant to your product or service that they want. Use your offers as a way to gather more information about a potential buyer while driving them further into your funnel at the same time. This brings them closer to becoming an actual quality lead who will spend money on your product or service. The idea behind a lead magnet is to trade information. You supply something like a free download of a white paper, but in order to complete the download the individual has to fill out a form that will provide you with more information about them. You’ll use the information you gather to interact with them more as they progress through your funnel.

5. Driving Traffic: In order for there to be people to drive into your marketing funnel, there first has to be traffic on your website. There a variety of ways you can drive traffic to your website. Here are a few of the ones I recommend:

  • Quality Content: Use content such as blog posts, press releases and articles on authority websites. Insert links to various places on your website within this content to build your brand name through exposure and drive traffic to your website.
  • Keyword Strategy: Inserting related keywords into content will help your content and website show up in more search results, this leads to higher volumes of web traffic.
  • Website Optimization: Ensuring that your website is optimized and functioning at it’s best is essential. People don’t want to visit a website that doesn’t work properly.
  • Social Media: Use engaging social media posts to attract more traffic to your site. Using pictures, video, and other relevant media will help your posts get more engagement.



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