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Review Study: How many Reviews do Local Businesses Need?

Its official, reviews are becoming ever-more relevant to online search rankings. We know from the source that Google values trustworthy Businesses. They evaluate this trust through frequency of content and positive ratings for a business. A recent study wanted to assess how local businesses are using Google Reviews and provide a benchmark to help compare your business with others in your industry.

The report anonymously explored over 93,000 local businesses across 26 different industries to uncover:

  • Which industries are leading the way in using Google reviews (and who’s trailing behind)

  • How many reviews businesses in each industry have

  • The average star rating for businesses in each industry

  • If star ratings and number of reviews correlate with local rankings

  • Which star ratings are most common in each Google local ranking position


The study found that bars, restaurants, and hotels are the most reviewed industries in the country. 74% of local businesses have at least one review. Accountants were the least reviewed industry.


Local Stores have been utilizing Google Beacons to help process high volume customer traffic and transmit this information back to Google. An interesting finding in these industry results is that users rarely have the need to seek financial consultation compared to how often they need to visit their favorite restaurant or bar. We also will notice that the traffic that comes through restaurants and bars is much more anonymous than niche specific services like accountants and paralegal.

Generating trust is a huge concern with consumer research. This study noted that trustworthy businesses are those that have accumulated at least 34 reviews on GMB. Ranking position is also a major concern for local businesses. Businesses that rank in the top 3 Search Engine Results have at least 47 reviews. In conclusion, It is important to set review goals for your business so that you are at active in your industry. Reviews and ratings are a key evaluator of your business.


Psychology and Social Media

Working in Digital Marketing, we find a lot of our clients more closely link our expertise with sales and ROI. They believe that marketing is a means to increasing sales. They’re right. As content marketers, we look to increase the overall visibility of our clients. However, quantitative information only goes so far. Our biggest objective is translating quantitative information into qualitative copy.

How clients and prospects interact with a Brand is becoming increasingly collaborative. Managing multiple accounts for various industries, we end up being the voice that addresses client (and prospect) feedback. We seek authenticity within our role because each user needs to be addressed as an individual. The following list is something we have applied to our branding model for ourselves and the businesses we represent:


  1. Transparency: Digital marketing is not perfect. We are a team of digital marketers on the other end analyzing numbers, pulling data, and building relationships. From weekly client meetings to addressing customer feedback, there are a lot of feelings that we need to address (including our own team’s). Online engagement is only part of the picture; there is content that our clients are accountable for because collaboration works two ways.

  2. The Halo Effect: Building off of the last point, we try and steer away from getty images as much as possible when creating new content. What we’ve found is that prospects seek to know your actual business. This means staying away from blatant stock images. Currently, users have a bigger Bull-sh!t B.S. Meter than ever before. Therefore, the transparency of your content directly affects how much trust you have with your audience.

  3. Reciprocity: The idea behind this is simple, yet powerful. If someone does something good for you, you return the gesture. If our clients are helpful in getting us the information we need to generate content, we will go a step beyond the contract and give them extra marketing resources. We utilize reciprocation in social media campaigns, email marketing, and as a focal point for generating reviews on Google My Business.

  4. Color Matters: Colors affect behavior. This is why it’s so crucial to remain consistent within branding and be mindful of the graphics and content you are publishing. We need to consider how color affects the tone and voice of every client we work with. We highly advise those of you who use social media to color code every post to match your brand. Check the list below for some key examples.


  • Yellow: optimism and youth

  • Red: sense of urgency

  • Blue: trust and security

  • Green: wealth and relaxation

  • Orange: aggressive

  • Pink: romantic

  • Black: powerful

  • Purple: calm

5. Why people Share: There was a study conducted by the New York Times that examined the Psychology behind online sharing. They found five primary motivators for online sharing with a general conclusion that people are motivated to share based on their relationships with their online network. In essence, we need to focus on creating and sharing content that will enhance their relationship with their online network.


5 key motivators of online sharing are:

  • They wanted to better the lives of others.

  • They wanted the content to reflect their online identity.

  • They are looking to grow or nourish their relationships

  • They share because they like the feeling of having others comment or engage in it.

  • They want to spread the word about something they believe in.

Source: Buffer App


Facebook Rolls out “Recommendation” Ratings 

What Does This Change Mean?

Facebook has recently changed how they drive their users using “Recommendations” instead of their “Star-Rating” System. No longer can someone who may feel lukewarm about a business give a star rating of a “3”. This new rating system measures the experience as either “Good” or “Bad”.

This change requires businesses to take more care in reading the content of the reviewer.  While responding to reviews is critical, we are careful in doing so. You can read about this here.   In the meantime, take time to thank those who compliment you first, then if you feel the need to respond to a negative recommendation, remember you are truly talking to the public so keep it short and classy. Asking how you may have been better able to handle the situation could go a long way to those who are reading the review and the response. Sending them a direct contact number also alleviates this situation. They had a bad experience and they want to voice it publicly. Now you, as a business owner, want to confront the issue and amend the situation.

How does this look to the user?

On The Upside...

Facebook is helping businesses flag and potentially remove fake reviews. Facebook will allow a more in-depth and powerful way for businesses to get fake reviews removed from their page. According to BrightLocal, a FB review is prone to removal if:

-The Recommendation is not Relevant

-Its an Unfair Recommendation

-Contains Nudity

-Violence

-Harassment

-Suicide or self-injury

-Spam

-Contains Hate Speech

 

What have your experiences been with online reviews? We would love to hear from you! To connect with us:

FB Twitter & LinkedIn

Want a copy of our free eBook Secrets To Reputation Marketing CLICK HERE!:

 

*source https://www.brightlocal.com/2018/08/22/facebook-switching-reviews-to-recommendations/

Need for Speed

In the latest SEO updates; Google has favored websites that have a quicker load-time than its competitors. Breaking down each pages contents into its algorithm; Google ranks sites with optimized content considerably higher than outdated websites. Issues at hand include Lose redirects, lagging server response times, and unoptimized images. Using Accelerated Mobile Pages (AMP) increase user-engagement and overall site performance.

 

Google holds user-experience as a top priority within its service objectives:

 

In addition to these tools for measuring UX; Your sites security and hosting settings play a big roll in your SERP rankings. Do not let a poorly designed website hinder your digital outreach. At Deluge Digital Marketing, we make sure your site is optimized to the fullest extent. We additionally identify a content strategy that keeps your pages active and boosts your user-engagement.

Source: Jamie Pitman

5 Forecasts of Healthcare Marketing

The healthcare market is innovating like crazy. We are in a time where consumers are getting more and more critical of their healthcare providers. Your digital presence relies on seamless design, customer-centric experience with your brand, and integrating the needs of your customers today with the demands of tomorrow. The following predictions will help you rise to these demands.

1. Consumerism will become the Central Pillar of Governance.

Businesses are integrating marketing strategy with consumer experience to create a unified brand experience. These systems are vital for growing system revenue and strengthening internal CRM.

2. Digital Engagement Spending will Double.

Healthcare Businesses are getting hip to technology. Consumers are online and on mobile devices. Healthcare Businesses need to marshal every available resource to reach them. 

Millennials may be phone-obsessed, but those born after 1995 — so-called Generation Z — spend twice as much time on their phones as millennials, and they are twice as likely to make purchases online. Healthcare marketers and strategists need to capture these future consumers of healthcare.

3. A Big Uptick in Natural Language Processing

For many health systems, much of this digital investment will move toward natural language processing (NLP).

NLP enables organizations to instantly understand and aggregate the voices of their consumers. It algorithmically analyzes patient comments, parsing out commonalities and organizing them by sentiment, demographic or any other factors a marketing team might find useful.

4. Service Recovery Will Speed Up Dramatically

The combination of real-time customer feedback and NLP makes instant intervention much easier. Patient complaints no longer have to wait for human analysis. Instead, algorithms automatically identify opportunities for essential clinical and experiential follow-up.

5. The True Age of Wellness

The brutal truth is that most consumers would rather not become patients at all. For this reason, the $3 trillion–strong (and growing) wellness industry will continue to thrive in 2018.

Given the encroachment of nontraditional providers, health system leaders will be more motivated than ever. They’ll conceive new ways to participate in wellness,” and execution will fall to those in marketing and consumer experience.

At first, these may seem like intimidating issues to manage. But it’s important to remember that they’re all facets of the same issue: a transformational shift in consumer preferences.

This shift means that solid marketing strategy and execution have never been so important. The formula for success remains the same: the right engagement, with the right consumers, at the right time. Marketers that achieve this formula will have healthier communities, healthier bottom lines and a more defensible position in tomorrow’s healthcare market.

Source: https://medium.com/ama-marketing-news/6-predictions-for-healthcare-marketing-in-2018-f81d5164d28b