Friday Five Roundup: How Google's Penguin Update Affects Your SEO to Using Humor in Content Marketing

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Marketing Profs

Brand Admiration is Earned, Not Given: Here’s How to Make It Last Forever

With the competitive landscape always changing and changes in consumer behavior, how do you ensure that your brand grows with the times? Branding experts offer their take on what 3 questions companies should ask themselves to create a brand that has lasting value.
Read the article on marketingprofs.com >

2

Forbes

Penguin is now Real-Time, What Does That Mean for Your SEO?

Google has rolled out changes to its SEO Algorithm Penguin. Any SEO changes made on web property will now be considered and ranked in real-time. What does that mean for your website?
Read the article on forbes.com >

3

Copyblogger

Build Landing Pages That Convert With These 3 Smart Steps

Does your landing page have a high conversion rate? If you’re having trouble turning traffic into a qualified lead, read these steps on how to create an optimal landing page.
Read the article on copyblogger.com >

4

Hootsuite

5 Unusual Snapchat Marketing Campaigns That Actually Worked

Not sure of how to leverage Snapchat for your business? Check out these creative marketing strategies to get inspired.
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5

Quicksprout

How to Use Humor to Power up Your Content Marketing

Looking for ways to spice up your content? Here’s how you can use humor to try and win over your audience.
Read the article on quicksprout.com >

5 Ways to Publicly Respond to a Bad Online Review

By: Mahnoor Awan

In this digital age, an online review can spread like wildfire. According to 2015 survey findings by a UK based search company, 92% of consumers read online reviews and 40% of them base their opinions by reading the first few reviews. This means, if a bad review is up in the top three, it could have a negative impact on your company. One way to combat a negative review is to respond to it.

The way you respond to a bad review will directly affect your business’ reputation. So, it’s important that your message is informative rather than reactionary.

Do you remember Amy’s Baking Company who appeared on Kitchen Nightmares? Instead of responding to bad reviews with a level head, they ended up arguing and threatening customers online.

Well, don’t worry, they’re closed now! Just so you don’t end up like them, we have put together a few guiding points for you to consider before you respond to your customers’ negative comments.

1. Don’t be Defensive

   If you read a bad review for your company, naturally you will be upset or even angry. Your first response could possibly be to justify the situation and state all the reasons why the upset customer is wrong. This may lead to an online argument, and could eventually turn ugly, in turn making your company look bad for potential customers.
   
   So, the very first thing you can do is to cool down and be calm, instead of responding immediately with the first thing that comes to your head. (Especially with the way the Twitter community doesn’t waste a minute to call a company out for their bad behavior, it is really important to stay calm and collected.)
   
   Don’t be defensive, but tackle the situation with a level-headed attitude and an open mind because this could be an opportunity for your company to better itself. This leads to our next point.



2. Take Negative Comments Seriously

   Another important thing that you shouldn’t be doing is ignoring a bad review. It is already unfortunate enough that someone had a bad experience with your company. Most of the customers are not out there to ruin the reputation of your company. They genuinely want to express their concerns or opinions about their experience.
   
   Investigate the situation the customer is talking about. Give merit to your customer’s experience. This could actually be an opportunity for the company to treat it as a learning experience. The negative comment could actually shed light to a particular problem in an area of your company that you may not be aware of, and because of that comment, now you can make some changes.
   
   
Here is an example of a customer experiencing a technical issue with Zipcar and how they responded:


3. Be Polite and Professional

   When responding to the customer, make sure your tone is polite and professional. It is important to be emotionally intelligent and not take the comments personally.
   
   Respond in such a way that makes you look in control and not shaken by what people have to say (even if you are and you feel like screaming and crying!). Start with thanking them for taking out the time to provide you with valuable feedback for the product/service they received. State the company’s broad goals and objectives, and how you will take the customer’s feedback into consideration, to try and improve to avoid such situations in the future.
   
   Here is an example of how a restaurant in Bloomington, Indiana, responded to a customer’s review by stating the company’s mission statement, while also sincerely apologizing.
   

4. Empathize

   When a customer writes a bad review, quite often they just want to express all the hardships they had to go through, when they were actually expecting something completely different. Instead of just stating facts of what went wrong with the situation, try to understand the customer’s point of view.
   
   Empathize with them or their situation, responding with phrases like, “that would make me really upset too” or “I would be frustrated too.” And definitely apologize. Be sincere with your apologies. Sometimes all a customer needs is understanding and apology and it will make them happy.

5. Offer An Incentive

In the end of your response, if possible, offer a recourse action or incentive that the company could offer to the dissatisfied customer. It could include a refund, a discount, or coupon for future purchases. Here is an example of how Jet Blue Airways responded to a customer’s negative review with a free upgrade.



@kricketchirps We hope you decide to fly with us again. We'd like to upgrade you to Even More Space seats as a gesture of good will... 1/2

— JetBlue Airways (@JetBlue) October 20, 2016

All in all, receiving a bad review isn’t the end of the world. A bad review won’t make or break your business but it’s important to respond and show that you are paying attention to the customer’s wants and needs.

However, before responding to a review, make sure you know the guidelines for the online review site. Quite often, if the review does not meet the proper guidelines, like for instance it has profane language, they delete it themselves.

If you feel like the review is not written by a customer themselves, or is defamatory, you can contact the online review site to get it removed. Keep in mind that this does take time.

Interested in how you can create and manage reviews for your business? We can help. Contact Uponline about our Reputation Management Services.

Friday Five Roundup: Abusing AI in Marketing to Reaching Generation Z

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QuickSprout

Millennial Marketing Is So Last Year – How to Reach Generation Z

Did you know that in four years almost half of the consumers will be Generation-Zers? Starting to market to this generation could give your business an upper hand against competitors. Here are some tips that will help you reach the Generation Z..
Read the article on quicksprout.com >

2

Forbes

50 Reasons Your Website Traffic Isn’t Growing

So you’ve launched your website… now what? Here are 50 tips to ensure you’re doing all you can to attract and grow your audience.
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Friday Five Roundup: When Your Marketing Plan Goes Awry to Shomi Surrenders to Netflix

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Huffington Post

Shomi shuts down, unable to compete with Netflix

Netflix’s competition has been so strong that Rogers and Shaw’s jointly owned Shomi couldn’t keep up, and is shutting down end of November.
Read the article on huffingtonpost.com >

2

Forbes

How Email Marketing Can Help with SEO

Aside from making changes to your site, adding keywords and fresh content, email marketing is another great way to improve your SEO.
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Best Question Types to Ask on a Survey

We have all been asked to participate in a survey at one time or another, whether it was when you went to a restaurant, visited a website, or bought a product. When asked to participate in a survey, initial reactions vary depending on a number of factors, we’re often always in a rush, someone had a rough day, or you’re just enjoying some free time with your friends and don’t want to be disturbed. But when asked properly and weigh the balances of time and feedback, successfully completing a survey gives useful insight into the mind of the customer. White it usually only takes a couple of minutes to fill out a survey, hours of thought have gone into perfecting the questions included in it.

Most information collected through a survey is extremely important to a business as surveys are used to collect data on customer wants and needs.

Surveys help answer the questions businesses have by encouraging discussion and feedback with customers. This in turn allows businesses stay competitive by adapting to the ever changing customer tastes and lifestyles. (SnapSurvey)

Surveys are usually not composed of just one type of question. Usually, a survey will have multiple types of questions and answers. Whether you’re planning your own survey or just want to understand the thinking behind most survey questions, the 4 types of questions that are most effective and commonly used in surveys are explained below.

1. Open-Ended Questions

If you have ever filled out a survey after dining at a restaurant, you are probably familiar with questions like "What did you enjoy the most about our restaurant?". You have likely come across questions such as “What products would you like to see on our website?” when you are shopping online. Then there are the general question we ask each other like “Why did you decide to buy X?” that would lead to a more in-depth conversation that offers to pull more information from the respondent.

These types of questions are open-ended questions and allow the participant to elaborate on their answer. They are typically used when a fixed set of answers can not commonly include all the acceptable alternatives. Open ended questions are best when used at the beginning, as surveys are most effective starting from general questions that would lead up to more specific ones.

Asking open-ended questions will increase the time it takes to complete the survey, so keep in mind that while you may be able to capture more detail, you are creating a more taxing experience for the respondent and might reduce the number of surveys completed. Likewise, it can be extremely difficult to analyze the data collected from open-ended questions since the answers will vary immensely.

2. Multiple-Choice Questions

A multiple-choice question has fixed-alternatives for the participant to choose from. Some examples of these types of questions are: