Manage your brand's online reputation by responding to both positive and negative reviews, but never delete bad reviews or reward good ones as the former action can look like there's something to hide and the latter violates the rules of most sites, writes Anvil Media's Kent Lewis. If a consumer shares a bad experience, acknowledge the problem, apologize and ask for their feedback on how to fix the issue, he recommends.
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Anvil Media founder Kent Lewis, writing in a SmartBrief column about increasing budgets for content marketing.
Online reviews are a primary source for consumers in their decision-making process, which is why marketers must create a solid framework to successfully manage their brand's reputation, writes Anvil Media's Kent Lewis. He advises how to create a robust digital foundation, covering SEO, social, pay-per-click ads, influencer marketing and public relations, before explaining how to create a strategy to manage online reviews and encourage positive recommendations.
Machine learning has evolved from being the exclusive remit of expert academics to being democratized through simpler solutions and digital training that will open up faster change in the ad tech landscape, writes Evan Simeone. "Smart use of ML is now a differentiator and competitive advantage, but it is about to become an absolute requirement," he writes.
Marketers should employ ratios that give data context and make trends easier to see over time, Anvil Media's Kent Lewis writes. Use competitive benchmarking to motivate, find actionable insights within data, and never become complacent because of good headline data, he advises.
Industry experts share their thoughts on the most common online marketing mistakes. Dragonfly Digital Marketing's Geoff Hoesch says not setting clear campaign goals from the start creates problems down the line, and Anvil's Kent Lewis warns against outsourcing social media management.