Reputation Marketing: 7 Tactics to Manage and Protect your Brand

Marketing

Marketing on social media and online marketing requires a very high level of technique for customer interaction. The interaction means the consumers are easily able to publish the comments, reviews, and complaints about your business and brand. This all will easily show up in the results of the web search and if there is any negativity in it then it will affect a lot to your brand.

This article will provide with the seven tactics from the reputation management and will offer the proactively for protecting the brand reputation online. This will also help in how you will react to the problem when you will face the reputation crisis.

Now marketing has changed in digital and social media channels. Customers are having more control over interacting with the company. Now marketing is not monolithic in which the messages are sent to faceless and nameless customers. Now in digital marketing more individuals are engaging in the conversations.

Keeping this in mind you must do transparent marketing, because as you all hear that people are not buying from the companies, but they are buying from the people.

You will also find the downside in the customer base, because now in the digital world anyone would be able to easily attack your brand and the legitimacy of it. So, it is more important now to monitor and manage your reputation.

Tony Wright who is the CEO of WrightIMC, a marketing communication firm, is having a very interesting view of reputation marketing.

In 2001 on 11th September Wright worked with a very large PR firm and his responsibility was into corporate communication with the marketing department of American Airlines. Immediately after the attacks in the morning, Wright headed to the headquarters of the American Airlines and started to monitor the internet manually for any rumors about his company that were unfounded. 

Since then, the task of protecting and tracking your brand reputation online has considerably changed. For reputation marketing, it is most important to be proactive. If you cannot handle a crisis and do not have planning for it then your brand cannot move on to the top and stay there. If you start doing reputation marketing or crisis handling after the crisis arrives then you are surely too late for it and it will not do you any good.  

Here we bring to you seven simple tactics that will help you to build and manage your brand’s reputation and handle a crisis if it hits your brand publicly. 

1. Keep Control of the Result Pages on the Search Engine 

The search engine page, also known as SERP is a page that appears when any user searches for a specific term on the search engine. The term can be your company name. usually, the SERP would show around 10 results at a time. The goal of your reputation marketing should be to show positive results for your brand on that page. 

These results need not be your web pages. But you will get the link of the three results which would be directly getting a link to your website. For improving the SERP of your brand you need to go out and then find out the positive results and then need to push the links to those results. More fortified you will make the positive results on your SERP, more would be difficult for the piece of the negative information to come in the list of top 10 results. 

Search Engine Optimization

Even if you need and want the positive results from the sites other than your own then you will have to understand the SEO and do everything which can fully optimize the website. You must make sure that the code is formatted properly, and the content is rich in the keyword.

It is not easy for SEO to attain every incoming link from the external sources. Wright is believing that it is separating the men from the boys.

Google Suggest

Google is suggesting that when you are typing in the search box of Google Search. These are the suggestions which have been created from popular searches. The issue of reputation will appear when the brand name is getting tied with the negative search time ex. Rip off.

Wright explains that People always want to know the bad stuff and they will always click on the auto-suggested search button. And when people are doing this then this will reinforce the negative search popularity.

But there is no proven way of combating this issue besides driving a large number of searches which will not include the negative term. Wright is saying that the PR campaign will help in creating the brand but, the negative googles suggest search is very difficult to counteract. But you must always remain aware of this area of reputation management. 

2. Asking Positive Reviews from the Customers

The huge area of the customer online empowerment is the reviews of service and the product. Positive reviews are always great, and people are often motivated for writing reviews about negative opinions and experiences.

He is also adding that every single company no matter how good it is will have someone for writing bad about it at some point in time. And this negative review will not be true. It could come also from your ex-employee, might be somebody having a bad day or someone who is trying to increase their count of reviews.

Wright also asked about How do combat negative reviews. Well, there is no way by which you can stop people from writing something bad about you.

The best way for combating this is to create the strategy for the positive review. Always ask your customer to write positive reviews for your brand. Instruct the salespeople and the frontline employees to ask the satisfied customers to give their reviews online.

Create the Review Portal

It is better to create a review portal on your website rather than requesting them to give their online reviews on different sites. Make this page into your main page navigation and then transfer your customer on this page so that they can give their reviews.

Wright has offered an example of the car dealership client. The dealership is having the service department which is of great marks, but only the unsatisfied customers are leaving the reviews over there. Then the company created the review portal and asked the satisfied customer to leave the positive reviews on their website. 

There are the companies who are also asking about the post-purchase surveys which can be used internally besides asking the reviews from the customers. In this way, you will get the customer feedback, and this will also help in creating more and positive reviews for your brand online.

3. Dealing with Customer Complaints

It is always advisable not to get in an argument with the customer online. It is like fighting the battle in the territory which is not yours. And in this case, you will sound defensive.

Go on a platform like a radio when very limited people are calling, and thousands are listening. When someone is putting the complaint or griping about the company online then you should handle that properly as loss of the people are watching you as to how you are handling the situation.

Below are some of the ways by which you can handle most of the online complaints

  • Don’t admit the guilt
  • Always open the conversation with I am sorry that you are facing this problem
  • Try to take the response online
  • Do this by writing as, please give me your email address or phone number.
  • Never air your dirty laundry in social media

If you get the complaints on Twitter, then ask the person to follow you so that you can send them a direct message

When you get to face a very combative personality who is continuing the interaction in the public only then this will create more negative content about your brand in the search engines.

If the problem is very simple and easy to solve, or if you are providing the information then always go ahead and handle the situation publicly.

For the complaints which are taking offline, try to find out the issue. Sometimes you might have to deal with people who are not happy. But if there is a real issue then always try to solve the problem.

As a good thumb rule, always solve the problem offline not more than three times. If the person is not ready to accept your offer and continuously posts the negative content about your brand, then you start looking like a reasonable party, and the negative impact of the complaint is diffused.

People are having megaphone on steroids and it is known as social media.

Monitor your brand

The way of tracking down the online complaints regularly is to monitor the brand through free tools like Google Alerts. Also, there are various paid solutions available with more features.

This is not something that will break the bank, but it is something which is having the potential to save your business. 

Rules have Changed

The reason for the change in the rule is because now content is consumer-generated. In previous days on the message boards, it is not advisable to respond to the complaints on the same forum where it is happening as it will flood the negative comments about the company. 

Now in the social media digital world, you can directly address the complaining customer and then quickly move them to the offline conversation.

4. Sometimes it is Best to just tie-up with the CEO 

The crisis to the CEO might not be the real crisis for the business. Which the C-suite seems to be a crisis might not be a real problem. This is because when the CEO is investing in getting customer reviews then they expect to get all positive reviews only. Even a mix of 30% negative and 70% positive reviews is a good thing for the company.

This is because 30% of people are also not so bad customers like the C-suite thinks they are. If you survey outsiders of the company about negative reviews of your company, they will say that few negative reviews are completely neutral, but if you as the employees of your company then they will start being a lot more defensive. So the bottom line here is not to overreact to few neutral or negative reviews about your business or brand. This is because they will not have a huge negative impact. So do not try to be overly defensive.

5. Do not be too Afraid to ask for help

It is quite easy to lose your brand reputation, and this can be done by reacting too late to solve the issues associated with your brand. If you find a crisis that is occurring, you should look out for someone competent in your company or outside it to solve the issue of the crisis on priority. 

It is important to get immediate help if the crisis or issue is appearing in the SERP results. 

Because over here the reputation problems can cause a lot of damage. Those businesses that are not a common name are at a higher risk for negative results on SERP. With the help of proactive reputation management, you can avoid or solve these crisis issues. You cannot do any calculation of ROI that you spend on being proactive. But if you do not save your brand reputation proactively then you might lose a lot of money and face the crisis. 

6. Define Success or your Least Bad Outcome

How should you handle a reputation crisis? You should look out for success in it. Your success, in this case, would be to get the negative item out of your SERPs, keep your news coverage to be neutral and change the overview of your reviews to be positive as compared to negative. 

7. Pick up your Pieces and Try to Avoid your Problem Again

After your business faces a crisis then you should check out about what happened, how it can be prevented, and how it affected and how it will affect in the future? By answering these simple questions you can prevent such crises from appearing again for your business. 

7 Low-Cost Small Business Marketing Ideas

Small Business Marketing Ideas

When you are planning to start up a small business, knowing the marketing strategy is the best way of moving ahead with the success of the business. As a small business owner, you can’t afford to not invest a small amount on marketing. If you are worried that your effective marketing skills have to be expensive then this is something not right. There are so many opportunities for business owners to earn customers while applying budget friendly small business marketing ideas.

The Benefits of Internet Marketing for your Small Business

The Internet has been becoming so popular in the present world and it has been giving a wide range of benefits while promoting products and services online. It is soon going to be the leading marketing medium for every kind of business all over the world. With effective internet marketing, having a professional marketing strategy is so going to be beneficial for the business. Some of the advantages of internet marketing for small business are:

1. Measuring and Tracking Results

With online marketing, you can make use of so many tools for analyzing your business and for knowing how much you are progressing in your business. These tools are so essential for analyzing the progress of all your marketing campaigns provided in detailed graphics. Measuring the results give businesses a chance of knowing how the marketing campaign can farewell. It helps you in finding out ways of getting traffic to your business for the growth of leads and sales.

2. Multi-Tasking Ability

One of the core benefits of internet marketing is handling so many customers at one time. With the infrastructure being efficient, many transactions can take place simultaneously. Even when many transactions are taking place, your website can provide customer satisfactory services for reducing the risk of less customer satisfaction. 

3. Providing 24/7 Business Marketing

Internet marketing is reducing costs by all means and it is your campaigns that can run for 365 days a year and 7 days a week. There is no restraint in opening internet marketing as you just have to browse through the sites to get what you are intending. When someone opens their computers and browses your website, there are chances that they might be seeing your marketing campaign sooner. Customers can look for products at their convenient timings making your business go higher.

Low-Cost Marketing Ideas

1. Creating a Company Blog

If you are running a blog for your company, then that is the best thing about the business. If your company is not having a blog then you are losing out on the leads and sales and all other benefits. Your content should aim for:

  • Valuable: The content should be valuable as it teaches audiences to read something interesting or fix a problem. The contents give you a chance of giving the subject matter authority by providing loyalty to the brand. 
  • Relevant Content: By focusing mainly on the brands or the projects you are giving, that relates to the business, you are in the position of earning and yielding the maximum results. 
  • Consistent: All the prospects that you do show that you are consistent enough of doing what you have always wanted to do. If you are consistently showing up, then they will be showing up too.

Developing a blogging strategy is best for the business as soon as possible, and you will be getting the rewards as soon as possible. 

2. Creation a Company Blog

Blogs are those that keep customers engaged even when you are doing business on a low budget. Blogging only requires some less amount of money for dealing with and the same goes for the publishing of the blog. You will be getting the right promotion platforms whenever you are wanting it. If you have the time to do it, then you can do some fantastic content writing, fantastic editing, and whatnot!

You are presenting your concepts to the audiences who are already interested in reading your blogs. Choose a niche that your company is dealing with the products and you are good to go ahead with the blogging part. If you are writing high-quality articles that have got great SERPs then it can help your business to marketing venture digitally and globally. Write content on topics that are current and trending. Give something to read to your target readers that they love and, in this way, you will be gaining the wanted results that you have wanted with marketing.

3. Using Email Marketing Strategies

One of the effective ways of promoting business is also through the world of email marketing. This is something some firms are still wondering how to do. Email marketing is healthy when you have good relationships with your audiences and your clients. Your small business can rely on email marketing for reaching and engaging in generating new leads. You can do so by engaging in email marketing about the products and services and delivering the messages to the targeted audiences.

Email marketing also comes with a call to action and catching their consideration without wasting much of your time and effort. If you are planning to do something great in the business, then you should not worry much about the results for creating campaigns and getting extraordinary results. This tactic is only for reaching to the greater audience and growing your business consistently.

4. Taking Advantage of Reviews and Referrals

There is nothing shy in asking for referrals from all your existing customers. If your customers are happy with the products, they will give a referral and review to your company and also the best feedback to your business. Referrals are great points of cost as they tune in bringing to quality leads. And it comes immediately from all your happy customers. 

You can also start a referral with the start of bonus points in your business and on every purchase, you can give a bonus to your customers because of which they can give referrals only when they are getting a bonus or something in return like rewards.

5. Be Social with other Businesses

It is such a great small business marketing ideas if you are collaborating with all other local companies having the same niche just as you. The main goal for collaboration is to be with the co-promoters and cross-promoting each other. You can start with a similar kind of start-up complementing the business target that your audience love for adding some value to your business. This way customers can expand their outreach without wasting much time or using the marketing strategies when the small businesses are growing together with other small businesses. This team-up guarantees a better way of reaching various audiences at the same time. It also helps you in spreading about your products and services all over the world.

6. Capturing Attention with Videos

Video marketing is something that is not new to small businesses and many marketers have made use of these videos for engaging the ideas and thoughts of audiences in creating something so valuable. Videos are becoming important for businesses with each passing day. Videos can get a chance of consuming the videos for a longer time than all other online marketing forums.

There are great ways of making videos at affordable rates. Some tips to follow are:

  • Keeping it short: You are passionate about your content and you can show it in your videos also. Keeping all your videos short is the best strategy ever. Long marketing videos can bore customers and they will not be interested in seeing the entire of it. 
  • Going live: There are social media platforms like Facebook and Twitter that are providing ways of going live only with smartphones. If viewers love your liking your content and sharing it, it will help in driving immediate results to you. Be sure that you are looking for long-term benefits or you won’t be able to reap any long-term effects. 
  • Be the teacher: When you are doing marketing, try positioning yourself as the subject matter expert that can help you with the offering of live webinars. Save all the webinars and promotions with the help of social media for lead generation of content which you can even deliver via mail.

7. Investing Money in Professional Website

Earlier, only having a business website was sufficient but now it is not the same anymore. Today, clients are expecting professional websites whenever they are planning to buy something from your website. The website has to be user friendly and easy navigation for you to browse through all the products and services easily. Having a custom business can do so much more than what a website can have. Some of the statistics you can consider:

  • At least 94% of the impressions are based on the website and they are all design-related
  • As per the Stanford report, about 75% of the people think of the business as a success on how the website looks and how much it is earning
  • About 38% of the users will not be stopping in any website that is not engaging if there are no attractive features or content on your website.

How to Run a Small Business?

1. Evaluating yourself

First, while planning on starting a new small business you must always evaluate your budget and how much you are willing to spend to engage your audience. You have to choose your niche properly and try contacting all the companies that are dealing in the same niche as you.

2. Making a Plan

You need to start with a plan to turn it into reality. A business plan is a blueprint that helps in guiding you through the start-up phase for the establishment and all the must-haves that can help you in moving ahead with your life. There are so many different business types for different organizations. If you want financial assistance from someone, you have to be clear about your purpose and only then you can move ahead with the business.

3. Choosing a Business Structure

IF you are planning for starting a café or any kind of shop, then there are set structure functions that you have to deal with. Start initially by choosing a business structure and if there is any evaluation needed later, then you can do it together with your earlier plans only. It all depends on the business complexities that you are facing. It would be so much worth consulting with an agency regarding the CPA to ensure that you are choosing the right structure for your business. 

4. Picking up a Business Name

Your business name matters a lot and you have to be choosy whenever you are doing so. Make sure you are doing all the potential changes as you are exploring your choices. Register your name as per requirements and register like LLC, Limited partnerships, etc. Register your domain name as well. 

5. Choose a Business Location

Your business location also plays such an important part and you have to decide whether you will be needing a home office or even your private retail offices. Think about the location, equipment, or the overall set up and that will lead you to consider if you will be needing to buy or lease your rental space.

After establishing your business contents, the only thing is to start with the business. Keep in mind that you cannot get success overnight and you have to plan accordingly for all the successes that you are needing in your business.

Conclusion

There are no secrets of low cost marketing ideas that you are looking for. Marketing requires time and effort for doing so and with persistent results only, you will be getting your desired outcomes. It will require little perseverance for the same but in the end, you will win. So keep going and you will succeed! And while making low-cost business ideas, keep in mind that all business ideas are going to work out. You must keep a Plan B in your mind so that if one fails, you can continue with the next one. 

5 Proven Ways to Get More Facebook and Google Customer Reviews

Google Customer Review

Creating a positive online image in today’s fierce business world is more than essential. This is because it plays a major factor in people’s purchase decisions. However, many brands underestimate the power of reputation management until they are barraged with damaging content from all over. Everything from here on then starts to create what PR experts call, online reputation crises. It is a situation that no brand wants to be in. so, it is better to take control of your brand’s online reputation from the beginning. 

Over the years, the world has been advancing in many different fields. The fields might have been the same but then the approach to the field has been undergoing a lot of different things. For instance, the films that were made in the earlier days are now made with more sophisticated equipment which is going to be used all over the world. The black and white films were made and are now made in color with the best quality ever. There are movies in 3D that are being released and there are many technologies used. The films remain the same but the approach is different. In the same manner, the marketing department has also undergone the same kind of change with the help of digital marketing as such. 

People must change their way in which they think as such. Many people are using the internet for their use. The people open the internet even if they want to know the meaning of any word for that matter. In the earlier days, the people used the dictionary which is no more of much use to the people as such. Therefore, the marketing section has understood this thing and it has been seeing it that it is making the digital world as its base. Many things can be used in the digital world. For instance, some websites are going to speak of their products and there are social media pages. All these have to be used and the people should know that these products and services exist for that matter.

In the digital world, there are many times where people are not going to reach the products. To see to it that the people are all aware of the products, a description of the products or the services should be given to the people so that they will know what it is. 

The product is going to be sold only when the product is going to have quality google customer reviews for itself. The people are not dumb and they are going to check the reviews before they buy any product or take up any service. There are a lot of ways in which the companies are going to get the reviews. But whatever tactics they use, they will always be one main way in which they can see to it that they are achieving good reviews. That is as follows:

Hire a Content Writer to Impress the Customer with words:

There is a way in which these products or services should be portrayed. The content that is written for the product is going to have a lot of impact on the service provided to the customers and they will like it better. Anyone will like the normal content but if you want satisfactory google customer reviews, you should make sure that you hire a copywriter and a content writer. It is always said that words work their magic and here are a few things that will have to be followed when it comes to content and strategy for better reviews.

1. These days, everyone is using the marketing strategies of the digital world and everyone is describing their products. If you have to be unique in what you do, then your content has to be different from the others. This is possible only if you make sure that the copywriter western that you are hiring has to be very much experienced in this matter.

There are a few things which will have to be kept in mind. Language is one of the most important things and the language used should be understandable by everyone. For instance, the people who are not very good at reading should be able to get the point and the people who are already well-versed with the language should make sure that they are going to find it attractive for that matter.

2. The content written by the copywriter western should be very creative and the people should make sure that the trend is being followed in the content. The general public is going crazy for the trend and this should be implemented on informal platforms like social media and a pinch of it can even be included in the website pages as well.

This should not be missed and the people should make sure that it is very much understandable for that matter.

3. However, the content is not the only thing though it is a major part of the story for that matter. After the development of the content, the people should see to it that it is reaching the audience. There are many times where the content might be really good and all but it is not reaching the general public. It is the public who is going to seek services or buy the products. Therefore, the public should know about this and this should not be missed. To make sure that this is reaching a few writing tools will have to be used in the process and they are the SEO tools.

These SEO tools are going to make sure that the content which is written by the copywriters is having those keywords and phrases which will be useful to the people to easily reach it as such. Some experts are going to help us out with these things as such. When this is in progress, the people should make sure that they are also keeping a check on the plagiarism.

There are times when it is not intended that they copy from the other content but there are times when the people are going to see to it that they have the same kind of ideas and there might be a clash in these for that matter.

To avoid all these things, people should be very careful about what they are writing on the internet. Apart from just writing about the products or the services, it would be better if they are trying to keep all the audience engaged for that matter. There are times when the people are going to speak something negative when such types of interactions are happening and that is going to lead somewhere else.

The interactions are going to be very helpful until everything is going in a positive direction. If there is something which is going negative then the image of the company is going to get damaged. Therefore, people should be very much careful when they are going to write something in the digital world as such.

This is going to be very much tedious if there is anything wrong. Hence everything should be under surveillance to be going to be in the right direction.

Create a Good Website to Impress the Customers:

The website is the most important thing that you will have to consider working on. These days, everything has become modernized. People are not sticking to the conventional methods where they are enquiring from the people about the performance of the company and the quality of their services and goods. Those days are long gone. Now, if the public or any bigger companies who want to collaborate with you want to know about your company, its working style, or the quality of its products, then they will take a look at your website. The website is what is going to create a proper impression of yours. The more attractive and interesting the website, the more chance that you will get more clients.

Therefore, the website design has to be done carefully in a very systematic manner. To achieve this, there is website developer Brisbane who has been coming up. This is the main aspect of the marketing strategy. Even if you fail in the marketing department, this website is what is going to save your company from falling.

Web development programs have one of the best web developing companies which develop websites for many different companies. They have got a few of the most talented people on their working panels who are very creative when it comes to the art of developing websites in many different and significant manners. These people have been successful in portraying the same kind of conventional content in many different ways as such. This is what is needed to produce the best kind of website. A well-organized website is what people are looking forward to and these established companies have succeeded in delivering the best possible outcomes according to the needs of the people. 

In earlier days, the people used the newspapers as their source of marketing. But then, the times have shifted from the newspaper days to the internet days as such. The people are no more using the newspaper as much as they used to use before. This has hit the marketing field badly and with the shift by the people, the field also had to shift the base as such. In this manner, the people had to make sure that they were running with the team for that matter.

They started making the internet as their base and they have been developing strategies to see that they are making progress in the field for that matter. Over the years, the website developers Brisbane has become extremely busy. If people want to study about the company or their products, they have been using the websites. Therefore, to see that the companies are making a good impression on the people, they are having to build the most good looking and informative websites. In this regard, website builders have been having a greater demand. 

Ask the Customers to Leave their feedback:

It is important, to be honest, and see that you are gaining the trust of the customers. If you just simply ask the customers to leave good reviews, it is going to sound very humble and the people are going to consider it. This way, you are not even having to try too much. You will just have to make an effort to ask the customers to come to you.

Check back on them:

People like it when they are being checked upon. They are going to see to it that they are being remembered by others. If you could send an email that will ask the customers to kindly leave feedback on how they found their services, it is going to sound very formal and professional at the same time. Therefore, this is going to be one of the best ways to have good reviews on social media and the internet too.

Have Good Products:

Whatever you try, one strategy is never going to fail and that is having the best products genuinely. If you have good products, there is no question of even asking for feedback from the customers. You can always expect good google customer reviews from them. This is the most genuine way in which you can see to it that you are going to earn good reviews on social media like Facebook and Google also. The more genuine you are, the more you are going to be trusted by your customers.

The digital world can be as dangerous as it seems to be advantageous and it is necessary to keep an eye to it. The digital marketing agency has become a commonplace to visit for the sake of advice as such. Every once in a while, the people are going to see to it that they change their tactics and means because they will get old and bored. In the same way, they changed the way they are going to broadcast the information also.

These days, the people are all glued to the internet and for every small thing, they are seeing to it that they are deriving it from the internet as such. The internet has been helping people in many ways. It acts as a connection to the world around them also. It acts like a newspaper for them. It is a laboratory when they are learning new things as such. Because of the wide range of varieties and options that it has been providing, the people have decided to make the internet the means and the platform of communication and they have been seeing to it that they are making the full use of it as such.

The Step by Step Guide to Testing Voice Search Via PPC.

testing voice search

The use of voice search has become more popular and thus as the owner of the site, you will need to have to do some testing to check whether your content appealing to your potential clients when you implement the use of voice search via PPC. Searches prompted by voices tend to be a little bit long because voice searchers speak fast compared to texting and they also use a lot of questions. With the advance in technology, the use of digital assistant has become more common. Most especially, most voice searchers done over search engines tend often contain PPC ads as a result of SERPS. When you do a PPC test, you will get a more detailed report across different levels. I suggest that you take about $50 and invest in the testing of voice search via PPC.

A difference between Voice Search and text search.

  • Voice Search has a long Q&A.
  • The use of natural language leads to the revealing of intent distinctly.
  • Voice Search contains a high level of local value.
  • Greatly Influences arbiter listing
  • The use of Natural Language leads to a lot of question phrases.

Well here are some of the steps you need to follow when testing voice search via PPC.

1. Search for Natural Language Q&A.

To get acquainted with the type of Natural Language that can be utilized that’s relevant to your business, you are required to do a keyword search. Research in long-tail order to find questions that resemble a natural language. They shouldn’t be voice search questions but instead will provide you with a deeper understanding of your audience’s intent. Approximate time required is about 30minutes while the tools you can use are; –

  • Excel.
  • Search Query Reports.

The perfect place to start is the need to identify how your clientele is making use of natural language at the moment. Whether in text or voice form when engaging in interactions. This will give you a deeper understanding of how intent is been relayed.

For this to be accomplished, you will have to look for something referred to as ‘Natural Language Queries’. They are search queries that can either be in text or voice form, long-tail codewords strings, with regular sentences resembling how humans communicate with each other.

The main difference between text and spoken search is that voice questions are more of full thoughts and structured on how people speak for instance; Long-tail questions in Natural Language. The Natural Language Questions might be keywords that perfectly fit in with the following types of queries; –

  • Longer.
  • Resembling Human Interactions.

If you identify these queries, you will be able to have many valuable hints into the intent, most especially the kind of questions that prompt the audience to make us of long and quite detailed wording.

First of all, you will have to begin by downloading a search term report from either your AdWords account, Google Account, or Bing Ads. It’s normally known as the search query report. This can be run for a period length of about thirty or sixty days depending on the volume. If for instance, you do not have a pay per click account, you can draw out your search term report from either Google Search Console, AdWords, or Bing Master Tools.

The next step is to open it up in Excel so that they can be sorted out. Ensure you sort out the columns to the most important ones. Most people would prefer keeping the search term and impression columns. If you have a massive account, you can add the ad group and campaign account which is optional to small scale accounts. Catalog based on query length in order to separate the search queries that contain more than five keywords in range. With this length, they can be termed as Natural Language Queries. Calculate and classify them according to query length and finally by impressions to detect the presumed voice search Q&A with diverse impressions. In the end, you will have your final list.

2. Estimate, Theme, and Sort.

At this step, you will have to search for any additional keywords that might be missing and sort out the list according to intent. The time needed during this second step is about 45minutes and the tools you will require are; -,

  • Keyword Tool of Choice.
  • Excel.

Now that you are able to view Natural Language Queries, you will be able to have a deeper understanding of your client’s motivation. You will be able to have a knowledge of what your potential clients are looking for and most importantly what they are not looking for.

You will need to base upon the list of codewords you generated in order to find highly-regarded potential queries that will be added to your list. Tools such as; –

  • Keyword Explorer.
  • Answer the Public.

Can be used in this step.

Open up a keyword search tool that best suits you. For example, let’s use the SEMRush keyword research tool. This tool provides data based on structure and paid search for your chosen subject area. In this case “buy a car”.

Next, you will need to see what prevails in question form. The client might have a bunch of questions besides the scope of motivation based on any predisposed subject area. This output emerges from a question suggested by the search tool “Answer the Public” for the query ‘buy a car’. It shows how this question can be answered in so many questions such as How, when, where, what, why expressing motivational intent.

These questions can then be classified according to the degree of intent as follows; –

  • Is the researcher asking a factual question? Is he or she searching for background information?
  • How farther are they searching for a variety of different products?
  • Are they almost making a purchase of the commodity? Are they comparing on where to purchase the product?
  • Is the searcher ready to purchase the product?

As a business owner, knowing the answers to the above questions will help you discern core themes and sort them by intent.

Make use of research tools for example; -Demographic reports or Bing Ads Intelligence with the help of Google Analytics to find answers to core queries linked to the below keywords.

  • What are the searcher’ sage and sex gender?
  • Which device is in control?
  • Which geographical locations are the most popular?

3. Optimize Your Campaigns.

The main aim of this stage is to evaluate the competitive landscape and work out on campaign optimizations. The estimated time required to go through this stage is about 75minutes. The tools that will be used to testing voice search via PPC are; –

  • PPC accounts.
  • Schema Markup.
  • NAP Listings.

After you have acquired the proper data, make use of your PPC campaigns to begin testing. This is the stage that one discovers what gets displayed on SERPs (Search Engine Results Page) and DPAs (Digital Personal Assistant). Carry out searches across a number of platforms such as; Siri, Alexa, Google app, and Cortana to see the type of answers that are regarded as the most helpful based on those forums. You can optimize your campaign by; –

Optimizing your NAPs. Ensure that you have a listing that contains the correct name, age, address, phone number and available hours on aloft business listing for instance; –

  • Google My Business.
  • Apple Map.
  • Bing Areas for Businesses.

Make sure you have the right Schema markup on your website. The more data you provide to search engines, the higher your chances of your website getting displayed on search engines. Ensure you add the following; –

  • Contact Information.
  • Reviews.
  • Articles, Events, or Content.

Optimize your campaigns through the following; –

  • Select a small quantity of voice search questions from your list behind various intents.
  • Adjust your bid modifiers as per devices and demographics such as age and gender.
  • Change your bids according to intent. For instance, the below keyword demonstrates distinct levels of purchase intent.

Do I need a Sports car or a family car? –Extra Research-based.

Who invented the car? -Negative purchase intent.

When does the car store abcd open today? -High chances of purchase?

  • Limit your pay per click campaigns from selecting a few numbers of questions from your listings.
  • Add PPC campaigns to new assets under co-existing campaigns. This will lend you a helping hand in the utilization of historical quality score advantage.

4. Offer Better Answers.

Deliver the right information, at the perfect time in the right manner and place. The approximated time you will need for this step is about one hour. The tools used are; –

  • Creativity.
  • Excel.

Relevance is vital when testing voice search to PPC. Ensure you have the proper as for the query. As a site owner, do you happen to have the right supplements to hear towards motivation intent and the ultimate customer goal? Ensure you make it easier for them to find exactly what they are looking for without any constrains. Voice searchers do cover a collection of different intents. It’s preeminent that you make sure the ad you use to the test will match up well with the intent of the question.

For example; -The search query is “What is the best digital camera under $400?”. Your ad must only narrow down to the best digital cameras that cost under $400. With this, you will have helped your potential customers and made it seamless for him or her.

A few tips to consider.

Voice searchers normally trigger PLAs (Product Listings ads) generated from search engines.

As results get displayed when SERPs show up, ensure you make use of ad supplements to present to your additional information concerning your target audience. Consider things such as; Location, app information, and contacts that are relevant. This makes it easier for purchasers to find the information they are looking for.

Scan reviews and citations to make sure you are giving out your best. If the reviews are adverse consider the enacting of reputation control efforts.

Work hard so that you can earn rich snippets features because search engines normally recite them as top answers.

Your valuable content will turn out amazing when used with a voice search. You can link it to pay per click ads for a higher feed natural language inquiry in order to help in your testing. 

Videos are been paid attention to lately. With an increased engagement it presents, together with its capability to project itself in the SERPs, think of video content for appropriate natural language inquiries.

5. Analyze and Review your Performance.

The main aim of this step is to review performance and decide on the next steps that will be used in testing voice search via PPC. Tools used are; –

  • Analytics.
  • Excel.

This is the stage where the power of pay per click shines. Reports can be reviewed across various dimensions to assess how the test is working. It might take you a couple of weeks to collect enough data and configure meaningful reports. Voice search is small in volume but quite significant.

First of all, you have to determine the appropriate KPIs. For example; –

  • Research-type inquiries will have to be calculated by micro-conversions and various KPIs. For instance; -video views, filling of forms, and lead generated.
  • Lower-level funnel content will definitely generate a lot of conversions-specific objectives.

Pull the correct reports. They include; –

  • Keyword Performance Reports. You will be able to get staff information like; -impressions, Quality Score, CTR, Conversions, and Clicks.
  • Ads Performance Reports.
  • Filter by Demographics and devices.
  • Develop a campaign report so that you can be able to see the performance of your product listing ads.

Choose where to personalize more. About 70% of the customers anticipate for a personalized experience with the product brands they associate with. The pairing of natural language inquiries with ad messages is quite important.

Summary.

The above-discussed steps to testing voice search via PPC is totally affordable. You can spend about four to five hours to complete your own testing of voice search. This trending element can open up ways for your business.

SEO vs PPC: Which Should You Use?

SEO VS PPC

Is there a right or wrong answer to the question? Could you use both in the company? To make this decision, you need to understand the pros and cons of SEO and PPC.

This has been an ongoing debate for years. Which is better: Simply buy the way to the top of the search engines via a pay-per-click (PPC) campaign or a search engine marketing tool that further develop your organic search engine marketing strategy?

Deciding where your marketing budget should go is a difficult decision for many business owners and the decision between SEO vs PPC is often plagued by doubt as to which is the better tool.

SEO / Search Engine Optimization

SEO is also known as “organic” lead generation. In general, SEO consists of optimizing your website to improve its position in the naturally occurring search results. Organic SEO means ensuring that search engine spiders can crawl and understand what’s on your website, and ideally that they value your website higher than your competitors.

The definition of what SEO is exactly can often change due to industry trends and changes to Google’s algorithm, but it is important to provide a website that explains exactly what the company is doing and helpful content for both human visitors and Google search engines.

This can mean that the website is in good condition, using clean codes and search engine friendly content that appeal to both human readers and Google search robots. Maintaining incoming links from other websites can determine your “link authority” and improve your ranking. Blogging, social media marketing, and online videos are three of the most effective ways to get high-quality links.

Advantages of organic SEO:

  • Organic SEO is very inexpensive. The labor costs to set up and manage a PPC campaign are usually equal to or even higher than the labor costs for SEO, but there are also the continuous click fees that you pay after setting up.
  • Organic SEO is long-lasting – a properly optimized website can hold a high position in the search results long after a PPC campaign has been switched off.
  • The positioning in search engines is relatively stable, while the PPC ad positions change continuously according to the bidding tactics of your competitors. A well-optimized website with good link authority and excellent content can hold its search engine position if you have to distance yourself from SEO for a month.

Disadvantages of SEO:

  • SEO is very slow compared to PPC. It may take months after you optimize your website before you start seeing results as PPC starts delivering leads to you straight away.
  • SEO is an ongoing process. Your website will never be 100% “optimized”, it will only get more and more optimized if you invest more work in it. The good news is that in the future your rankings will be better and hopefully you will reap the rewards of investing in SEO.
  • SEO is time-consuming, especially if you choose to do it yourself. You have the option to buy SEO tools or hire someone to do SEO for you, but it will end up costing real money, not your free time.

PPC / Pay-Per-Click Advertising

If you buy visitors or “clicks” from Google or other search engines, this is called pay-per-click (PPC) search engine advertising. PPC allows you to quickly use search engine traffic by paying or bidding for keywords that relate to what you sell or a service that you offer.

Advantages of PPC:

No Waiting

As soon as your PPC campaign starts, you will immediately see more traffic, clicks, and conversions. SEO can take months before you start moving your website up in search engine results.

PPC Is Scalable and Controllable

You set your budget and have a good idea of ​​how many leads you get for it. This in turn helps you to estimate an exact budget for your digital marketing. SEO isn’t that cut and dry, and it can take longer or make more money if the industry or location that your business needs to rank for is very competitive.

Helps You Achieve Your Goals

Whatever your goals as a company, PPC can probably help you get there. First, you can increase the number of leads. Second, you can raise the profile of an e-commerce shop. It is also possible to improve your brand awareness. PPC provides an easier option to promote your content marketing and reach your ideal audience at every step of the sales funnel.

Low Entry Barrier

With a little tweak, you can see results in PPC marketing very quickly, it’s quick and easy to set up. Afterward, it enables you to concentrate on your target group to address only your ideal audience. The platform offers step-by-step instructions to start creating your ad, so you can set up the campaign without help. You will also see the results within a few minutes. Unlike SEO, which can take months to pay off.

Comprehensive Adaptability

With PPC, you can choose every aspect of the campaign, including keyword, placement, targeting, and even when you want your ads to appear. In most cases, you can pay as much or as little as you want (as long as it is within a market average). And if your ad doesn’t work the way you want it, you can quickly make changes to try something new.

Measurable Results

When you run a PPC campaign through AdWords, the results are recorded accurately so that there is no guesswork. This platform allows you to instantly view impressions, clicks, and conversions, which you can then analyze and use to improve your next campaign. You know exactly who is clicking on the links to your landing pages, how your traffic is increasing, and where your budget is going. Traditional forms of advertising such as newspaper or television advertising simply do not convey a clear picture of how your campaigns work.

Highly Specific Target Group Control

With PPC, you can send your message to extremely specific audiences, including:

  • People at every specific level of your sales funnel – especially those who have previously visited your website.
  • Those who search with niche longtail keywords.
  • Demographic data for small target groups

By using a mix of different PPC strategies, you can increase your chances that your content will reach the right users. You can reach both existing customers and those who have never heard of your company.

Information Base for Your SEO Strategy

SEO vs PPC both target the same types of users – those who use the Internet, and especially Google, to find deals. The performance data that PPC provides can then be used to target keyword strategy and popular traffic drivers for SEO campaigns. Conversely, an SEO strategy can help determine which keywords to target for PPC.

PPC marketing should be the future of your digital strategy. The data you get is truly remarkable and will prepare you not only to continuously improve your campaigns but also to improve the market for your ideal audience.

Using PPC means that you don’t have to worry about a particular search engine’s algorithm and how it affects your position. You are bidding on the top spots, so your organic rank will not matter. With SEO, you need to make sure that you optimize your website according to Google’s best practice standards so that your website no longer loses rank or is punished for black hat tactics.

Disadvantages of PPC:

You have to pay to get good results and ideally, the more you pay, the better the results. Competition for keywords has never been as big as it is today. This may mean that you will have to pay more later for the same results that you received.

Researching and choosing the right keywords to bid on is time-consuming. Managing your keyword spend, measuring returns, adjusting your spending, and playing PPC intelligently is a full-time job. Either you spend time doing it yourself or you need to hire an experienced PPC specialist who can properly run your campaigns for you.

PPC is like a tapas soon as you turn it off, it stops delivering leads. If you suddenly have to redirect your PPC budget to something else, can you survive with the leads you get, of course? SEO is long-lasting, and while it’s never really done, it’s like a rolling snowball: it takes a while to get started and it can sometimes slow down, but once it gets dynamic, there’s no stopping it.

Click fraud is still a problem because some companies use manual clicks or malicious software that simulates human clicks from different IP addresses around the world. Your competitors can quickly increase your clickthrough rates. Google can detect part of this scam, but there are ways to avoid it.

What Is Better for My Company: SEO vs PPC?

So, which is better? Well, it depends on your industry and your budget. Ideally, both natural SEO and a well-structured PPC campaign lead to the best results for a company. You will quickly start seeing more clicks and leads to ensure that your business makes money while your website is optimized in the background so that it gets higher and higher in a few months.

What Is Best for Immediate Impact?

Now, if this question were asked differently, for example, something like: “What is best for my brand at the moment, SEO vs PPC?”, The answer would also be different.

One option is to put your money into AdWords ads, which should produce a recognizable ROI, assuming the ad is successful and effective, and the landing pages used for paid campaigns are easy enough for the user to make the conversion. However, relying solely on paid placement can be costly, especially if the other elements on which your success depends do not function adequately or effectively.

The Two-Headed Monster

Search marketing consists of (mainly) two massive tools for the many phases of the user journey, from discovery and research to sales and conversions, which are paid search marketing (SEM) tools and search marketing organic (SEO).

They work incredibly well together, but all too often, that’s not the reality for smaller brands. For situations like this, it makes sense to experience intense SEO improvements before moving on to a more PPC-focused approach.

There will need to be instances where a return to SEO maintenance is allowed to combat the many and sometimes significant algorithm updates that take place during a given year.

But a well-calculated balance of hours for organic improvements and a paid search budget will always be the best solution for a brand with a limited budget and big goals.

How About Business-Level Websites?

In this situation, the answer could be completely different.

When an enterprise-grade brand stops placing PPC ads, you’re likely to see a drop in performance, just like any other website.

But these big brands also often have in-house teams with marketing specialists to oversee the efforts that generally include: keeping the website in a state of quality performance.

And let’s not forget the fact that many corporate websites have already built a quality web presence through various organic signals, so improving that visibility with paid placement not only makes sense but will catalyze even more improvements.

Which Is the Right One for Your Business?

If your budget is tight and you have to decide between the two marketing practices, you will have to consider several other factors in addition to the large volume gap between the two practices.

Conclusion

No two companies have the same dilemma when it comes to digital marketing. Therefore, contact the SEO and PPC specialists to find the right combination for you. These specialists have the know-how and the knowledge to set up a strategic plan with your company that maximizes your budget and achieves a positive ROI. They concentrate on search engine marketing so that you can concentrate on your daily business.

The Ultimate Feed Management & PPC Tool

pay per click

Be it for the seller or the customer, the eCommerce has proved to be a boon. Over the years, there are a lot of people who are seeing to it that they are using E-Commerce just because of the benefits and the ease of access that it has. There has been a rapid growth in this field owing to the rapid growth and customer requirements. Therefore, it is very much important that we make sure of the feed management techniques to do better on these lines.

When the customer is buying something online, there are recommendations for him to choose from. These are not just general recommendations that come across. There is a lot of filtering that happens and only the best products are shown for the same of customers. Therefore, the sellers should be in such a position where they can make it to the top. This is controlled by the feed management techniques which are pretty much useful. Feed Management Techniques are used to optimize the product feeds for the people so that they are going to have a better shopping experience. This categorization is majorly done in two parts which are as follows:

1.The Feed Quality

Feed quality mainly focuses on the products which are shown to the people at the time of their shopping. This is not very simple and there are a lot of things which go behind this.

2. Source Quality

This is like an extension to the feed quality. The source quality can affect the feed quality too. The information in the source quality section should be abundant and should be very much up to the mark. There should not be any kind of extra irrelevant information that might hinder the feed quality. But, at the same time, the people should see to it that they are not leaving it blank either.

Things to keep in mind while using feed Management Techniques:

There are some basic rules which the people should follow so that their products gain better visibility by making it to the top. These are as follows:

1. The first and foremost thing which the people should keep in mind is whether their products are matching the basic requirements or not. The title of their product should be unique and they should see to it that they are having a creative one. This is one of the most important things which is going to attract customers. A unique and catchy title is going to do wonder when it comes to feeding management. The people should make sure that the syntax which they are using is pretty accurate. Any slight deviation from the mentioned syntax is going to be a big minus point for the product. The characters which are specified should be strictly followed and this has the opportunity to get better visibility for the product. There are a lot of times where the products are good but the people go wrong in their basics which will decrease the visibility of the product. This should be taken care of.

2. Categorizing the information is very important. The feed is that place which is the one going to be first visible to the people. This is the one which makes the first impression and this should be perfect and up to the mark. The information which goes into the feed should be well thought and laid. It is important to recheck everything before it goes out into the feed. This is going to be a game-changer for the people and they should be very careful when it comes to this.

3. Image quality and resolution:

One of the most important things which people should keep in mind is the picture. Before the people even read the description that is given, they will look at the picture. Only if the picture is good enough, they will bother to look at the picture. Therefore, the seller should make sure that he has a good picture which is appealing. The size of the picture which has to be uploaded has some specifications which cannot be tampered with. The two important things which have to be followed for a better approach to the picture are the:

Resolution of the picture and appearance of the picture

If the picture is not clear, the person who is buying it will not even want to look at it. Even if the product is great, it is not going to make a great impact. In the offline mode of shopping, the person can touch and see the quality of the product. But that is not the case with the online mode of shopping. The quality of the picture is going to matter a lot. It is important to make sure that you upload a picture which is very much appealing as well. The picture should be very attractive.

While these are some of the tips that you can follow for better product feed management techniques, there still has to be some kind of publicity so that the people can better reach out to you. Seeing to it that you reach out to people is as important as having a qualitative product. The people should see to it that they are having different and creative means for that. In the earlier days, the people had conventional means like hoardings, pamphlets, and advertisements in the newspapers. Though these are going to work to an extent even now, the people must think a little aside from these traditional methods as well. These days everything is being done online and the advertisements should also be done online. This thought has led to the PPC advertising and marketing strategies which are very useful for both the public and the sellers.

Method not to waste too much money on the publicity factor

Marketing is one of the most important things if the company or the product has to grow. In earlier times, there were conventional methods of marketing, and the people were used to the written or vocal means of communication. But as time changed from the newspapers to the internet, the people also have been changing their ways in which they are going to market as such.

There are many ways in which the people can put forward their companies but one of the best ways in which they are going to be productive is by the pay per click. This is one of how both the parties, namely the ones who are wanting for an advertisement and the people who are letting the people advertise are justified. This way is a unique way of working.

How does the pay per click method work?

In general, the ones who are wanting an advertisement slot will have to pay for the slot as a whole. If the people visiting the slot are less, then their purpose is not served and the money is also going waste. To see that they are not wasting their money on what they are not getting, the pay per click program was introduced. When the viewers click on the advertisement, that means they are benefitted. They will be paying only for the click and not for the entire slot as such.

This is going to be beneficial for the companies and they will not have to see to it that they are wasting a lot of budget on their publicity for that matter. This way, many companies have realized that they are going into loss because of all this and adopted the pay per click reseller method.

This has proved to be very useful for the companies and also the hosts as they will be getting what they worked for themselves. In recent times, the old methods of internet marketing have gone down and this is the method which is prevailing. The start of this method was very useful to the ones in the field and they are feeling really glad about it for that matter. Bringing peace to both parties is a rare thing and this one has it.

Why should one use pay per click?

Everyone should see that they are doing justice. When people have not benefited from anything out of the advertisements that they are giving, they should see that they are not at loss at such times. Just paying for what is necessary is the best way to do justice to such kind of people. Therefore, the once who are hosting the website should see that they are taking the money only for what clicks they have been getting and not for the entire thing as such. This is going to see to it that the people are not at loss.

However, while going for the pay per click program, there are few specifications which one might want to follow. When you are already paying so much money, it would be nice to see that you are doing your background research and then going for the websites. Here are a few ways in which you may choose the websites that you are taking up:

1. There are different websites which are available on the internet and one should see to it that they are choosing the most popular ones. This is because of the reason that the popular ones are frequently visited by the people and there is every chance where the people will find the advertisement interesting and they will be going to read more about it. However, the cost of popular websites is going to be high. If you are willing to see that you pay a little higher amount for more publicity in return, then it is very much convenient and right for you to see that you make use of the popular websites for that matter.

2. The second way is when you have a budget constraint. This one is very much predominant. Many people do not have that much budget to spend on such things. They have a limited amount of money which is allocated to them and in this regard, there are very limited options for the people. They should see to it that they are going for the websites which are not popular. They should see that they are spending less money because, on the websites which are not very popular, the price is also going to be very less. Therefore, people will not have to think much about the money that they are going to spend. This is another way in which the people can see to it that they are going to have a great saving.

These are two of the most predominant ways in which people can choose their pay per click programs. They should see to it that they are all going to do their background research before finalizing something. This way, there is very little chance that people are going to make mistakes.

When they are shelling out such huge amounts, it is very much necessary that they should take care of it and see that they are avoiding the mistakes to a large extent. There are times when the people are going to have a budget limit while there are also times when the people are desperate about going out and showing themselves to the public. At such times, people should be very much careful and weigh their consequences properly. This is going to see that they do not go down in loss or anything and this is the best way to do it.

These programs have been convenient to use and the people are also very much satisfied with these. This has been the face of change for online advertising strategies and has provided adrift from the traditional ways of marketing. The modern days are going to require modern solutions. In the days where all the people are using different websites, PPC is one of the most required tools which helps a lot in reaching out to the people.