Tips and Tricks related to marketing your business.

How to Get Rid of Negative Reviews

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Feedback from real customers is easily one of the most powerful selling tools you can use to find buyers on the web. What happens when it all goes wrong, however?

Unfortunately, your business will likely find a few customers along the way who aren’t thrilled. Whether you provided poor service, you over-promised and under-delivered, or your client was simply grumpy, nobody wants to have a negative Yelp review tarnishing their reputation. Bad feedback can discourage potential buyers and negatively impact your bottom line, so how do you get rid of negative reviews?

In most cases, you can only get bad reviews rejected if they meet one of the following criteria:

  1. The review is inflammatory or inappropriate. Think bad language, harassing statements, or threats.
  2. The reviewer has a conflict of interest, i.e. a previous employee or a relative.

If you get a bad review that doesn’t fit one of these categories, you can’t ask for it to be removed. Your hands aren’t completely tied, however. Instead of sending up the white flag and simply accepting the negative feedback, use the following simple keys to negate the impact of the review:

Respond to Negative Feedback

When customers share bad feedback, it often feels tempting to stick your head in the sand. Instead, make a point of responding to negative feedback in a friendly, non-confrontational manner. Most review services allow businesses to have their say, so don’t hesitate to make contact with a reviewer who posts negative information.

Treat this as an opportunity to provide great customer service. Express your disappointment that the client’s desires weren’t met, and extend an invitation to make the situation right. This accomplishes two different things: it shows your angry client that you’re willing to try to resolve the problem and it demonstrates your service-oriented approach to others reading the review.

Correct Dishonest Claims

Customers are free to make outrageous claims about your company online, but that doesn’t mean you have to sit by and accept it. When a client makes a claim that simply isn’t true, don’t be afraid to state your case in a kind, factual way. Sometimes reviewers mistake companies for different organizations, while in other cases, anger can cause someone to lash out with ridiculous comments. Remember, your response will be made public, so don’t respond in haste. Be thoughtful with your words, while defending your company’s reputation.

Proactively Prevent Bad Reviews

Have you ever thought to yourself, “if only there was a way to prevent bad reviews?” Fortunately, there are solutions you can use to intercept angry reviewers before they leave nasty remarks about you online.

GatherKudos is one such tool, a review filtering resource that will allow you to boost your company’s clout online, while stopping bad feedback from popping up on the web. The premise is simple: direct customers to your GatherKudos page to leave honest feedback. If the feedback is positive, the page encourages them to post about it on services like Yelp and Google+. For those with less savory remarks, comments are directed straight to you.

Are you struggling with bad reviews online? Is your business losing sales because of negative feedback? Learn how we can help by giving us a call today: (909)-748-5882

Conversion anxiety: Why your website visitors resist the click

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“I don’t want to adult today”

Remember as a child, the world seemed so easy to navigate? And then you grew up, and realized that you’re the responsible adult now, and the world is full of decisions and potential mistakes. Websites are a good representation of this, and a phenomenon known as conversion anxiety is very real. Today I’m going to talk about what this is, why it happens, how to overcome it, and perhaps sprinkle in a few other words of Helen wisdom along the way.

Click Me, A Mysterious World Awaits

Our spam folders have ruined everything. Once, a peaceful world of trust and love, we are now living in a time where scammers and phishermen rule supreme. No button is safe from the potential scare of malware and viruses, and our browsing habits and on-page actions reflect this. How many times have you been on a website with a button where you’ve thought “There’s no way I’m going to click that!”? And how many times has that website been, on the surface, a fairly reasonable looking page, with nothing outwardly suspicious? This anxiety is present in all of us, and it is probably happening right now on your businesses’ website. Go check, I’ll wait.

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See? Somewhere on your homepage is a call-to-action that just screams “I’m leading you into the dark world of uncertainty”. It’s a button that says something like “Submit”, or “Click here”, or “Enter”. It’s a form that gives little information about the room behind the door. It might be a menu item, a page link, or a simple phone number. See where I’m going with this? Your call to action is creepy, and there ain’t no way in hell I’m going to do what you tell me, without a little more reassurance that it’s all going to be ok.

Why We’re Scared of Clicking Your Button

We’re not wimps. We’re businessmen, high-flyers, schmoozers, and risk-takers (I’m looking at you, entrepreneurs). So why are we so afraid of a little click-action? The fact is, your website’s call to action doesn’t tell us what to expect, and it’s not fear we’re experiencing, it’s common sense. If we clicked every Tom, Dick, and Harry button out there, we’d be in a bad way, with laptops full of viruses, inboxes full of spam, and bank accounts on the verge of collapse. We don’t click your button because your button doesn’t show any good intentions.

Borrowing Reputation through Trust Symbols

When the BBC publishes a news story, no one questions it. Why? Because the BBC is pretty darn reputable (and British, which is always a good thing to be in my book). And if you see a quote from the BBC somewhere else, you don’t question that either? Why? Because their reputation follows them. This is the whole idea behind trust symbols, it’s an image that makes your inner voice squeal “I know them!” and adds that reputation to the surrounding information. Right now, Netflix features the word “Emmy” in its headline, and it’s doing just that – adding the reputation of an industry-recognized award to the whole brand. And they’ve not even won anything yet!

Preventing Click Anxiety

To prevent anxiety on your webpage, all you need to do is a little hand-holding. Sprinkle a few of your best and most reputable trust symbols around the button, and let the website visitor know it’s all going to be ok. I also recommend adding in a few sentences about what this action will do – it turns the mysterious metal door into a lovely glass panel through which everything becomes clear again. If the button is a sign-up, let them know:

“Receive 3 emails packed with hints and tips, every month!”

Reassure them of any get-out clauses you might have:

“Unsubscribe anytime with our one-click process.”

Give them peace of mind that they’re not going to be left alone after taking the action:

“Our support team is available by phone 24/7 on (555) 867-5309”.

See it in action right here! Click below to find out exactly how we can help you improve your website even further. We’ll call you for a no-cost consultation and suggest ways to improve your website’s confidence. Join companies such as RPM, Jack in the Box, and Five Ten, who have worked with us to improve their conversions and online reputation. Or just call me, on (909) 748-5882 x 804.

Why I Love My New Tuft & Needle Mattress (And I’ve Not Even Got It Yet)

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Online Reviews Are a Big Deal (Even for mattresses)

4:36am, Thursday morning of last week, I awoke to a crunch. My flimsy $100 mattress had finally given out on me. It’d served me well, being one of the first things I bought since immigrating to America from England, but now it was time to be a grown up and invest in a real mattress. I propped myself up on my broken bed-springs, popped my laptop open, and started browsing the web to find some recommendations.

One business name kept surfacing in the forums I visited. Their name was Tuft & Needle, and their promise was simple – “Great sleep at a fair price.” One of the first things on their website to catch my eye was this statement:

“We thought there were too many zeros in a mattress too.”

You had me at hello.

You had me at, “Hello.”

“Finally, someone’s on my side!” This headline was not only attention-grabbing, but it spoke to me – yes, I wanted a good investment, but I also had wondered if I really needed to pay thousands for a bed. My pain point (aside from the broken spring in my butt) was that mattresses just seemed too expensive. And that was blocking me from seriously shopping for one.

Their whole site was impressive. Clean text, clear product images, diagrams that instantly made sense to me, and a simple design that got to the point, as if their web designer knew I’d be browsing half-asleep in the middle of the night. Then I found the one thing that made me go from interested website visitor to impulse buyer (complete with credit card in hand) – this review…

“When I first ordered my mattress, I opted for the 5-inch thick version, simply because I wanted to save $100 over the 10-inch version. But when I realized the 10-incher would be better for me, Tuft & Needle actually allowed me to upgrade by charging me the $100 difference. All I have to do now is donate the 5-inch mattress to a charitable organization and present Tuft & Needle with a receipt from that organization.”

Just one review, from one happy customer, and within 4 minutes I had placed an order for my own Tuft and Needle. Why? Because this review showed me that they were not only confident in their product, but they wanted their customers to be happy above all else. They wouldn’t be able to re-sell the ‘used’ mattress, but the happiness of the customer is worth more to them than the cost of a donated mattress. As it turns out, that decision bought them a new customer – me – and undoubtedly many more.

The point I’m trying to get at is that reviews count. Reviews count a HUGE deal. As Jason says in his eBook 13 Rockstar Tips to Get Reviews (That Don’t Suck), “It is important to evaluate the cost of possible negative reviews and multiply those as they accumulate over time.” By the same token, it’s important to understand how far a kind gesture to a happy customer will go. Tuft & Needle has earned a huge portion of their business through word of mouth, and doing the right thing. Customers don’t quickly forget that (and if you’re really lucky, they’ll blog about it).

Reviews are a HUGE DEAL.

Reviews are a HUGE DEAL.

What happened next? Well, I continued to read up on them, and found out a few interesting things. They’ve only been in business since 2013. That means that in the space of a year, they’ve gone from nameless start-up to a company I can stumble across during random web browsing at 4am. Their Amazon page already has hundreds of reviews, and their footprint spreads much further than just a few tired mattress review sites. So far, I’ve found articles about them on Fortune, Entrepreneur, Fox, and plenty of other news sites. Their business model works incredibly well.

I want to mention as well, their ordering process is delightful. While I might not have my delicious marshmallow-of-a-mattress yet, I can enjoy the comfort of multiple emails letting me know each stage of my ordering process, as well as a reply to my tweet. They’re super responsive, and I can sleep somewhat-soundly knowing that I’ll have no issues dealing with them, even if the product that shows up at my door fails to address all of my diva demands.

Ordering was a breeze.

Ordering was a breeze.

My takeaway message? Reviews count! If you believe in your product, don’t be afraid to show it. Treat your customers like humans, and understand their pain points. Spend a little money making sure your customers love you. Also, have a kick-ass website that sells to each and every visitor, the moment they click onto the page. Oh, and you spend a third of your life in bed (more, if you work from home like me), choose your next mattress with care (and get a buckwheat pillow for yourself – thank me later).

-Helen, Jason’s British Brain

Helen

Frightening Ways Your Website is Losing Leads

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Frightening Ways Your Website is Losing Leads

It’s Halloween, and in honor of the holiday, we’re going to take a look at some frightening ways your website could be losing you leads. If your website is not properly set up to get conversions and bring in leads, you’re losing out on potential business and bleeding money. The scariest part is, you’re probably not even aware of it!

There are many fundamental items your website must contain to have a high conversion rate – these include layout, design, and content. If your website is missing even just one of these important factors, your bottom line could be affected.

Above the Fold

What is”above the fold” and why is it important? Above the fold is the area of your website a visitor will first lay eyes upon when coming to your site, the area that is visible without having to scroll down. Sometimes referred to as the hero or the showcase area, this is your first chance to catch people’s attention, tell them what you can do for them, and address their pain point.

You want to answer their question: What’s in it for me?

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Does your showcase area effectively target your key audience? Does it contain the important elements that will turn visitors into customers?

If the answer is no to either of these questions, then you could be losing out on potential business.

Homepage Content
Of course, when we think about content, we think about the words on the page and crafting great copy to draw in our visitors and sell them on our products. What most people don’t know is that content isn’t just words.

 

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There are key elements every website needs to have to grab attention and convince your would-be customers that they need you. These include forms, social proof, and up-to-date contact information, just to name a few. Above and beyond that, there is a specific formula to these elements that, if followed, will greatly transform your business and increase your sales.

Other Features
Websites that are built for marketing will assuredly capture more leads and increase your sales. There are many features a website can include to capture these leads, and if your website doesn’t have these items, you’re bleeding money and missing out.

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So, how do you know if your website is effective at capturing leads and turning over conversions? Which features should your website include, and what should your forms ask your visitors for? If only there were some type of test you could take to figure all of this out for you . . .

Introducing DoorGrow, a simple test you can take in just a few moments to evaluate how well your website is at getting you those leads. Geared towards property management websites (because that’s our specialty), this test will walk you through your website step-by-step and ask questions to determine if you’re losing out on leads or converting like a pro.

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Editor’s Note: If you’re not a property manager or a property management website, don’t be afraid to take the test, too. It’s targeted towards getting more doors for property management companies, but it’s still a great test to evaluate key elements every website should have to increase conversions and sales.

Building incredibly effective websites is what we do at OpenPotion—after all, we’re marketers first and designers second. Take our free test today  and discover for yourself if your website is costing  you leads.

 

-Starr, Content Goddess

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Announcing our first webinar (you won’t want to miss this)

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Join Jason for our FIRST webinar this Thursday:

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Join us for OpenPotion’s first ever webinar, where Jason will go over the features and benefits of our GatherKudos system for your business. Get your questions answered by the expert on online reputation management, and learn the foundations that build an excellent review strategy online. What’s more, it’s completely free. You can’t miss it!

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Get our NEW ebook absolutely free when you join our webinar. Consider it a thank you gift for being awesome.

13 Rockstar Tips to Get Reviews (That Don’t Suck)

Simply click above to register onto the webinar, click any of the social share buttons, and unlock your download link. Or just click here to go directly to a download page.

Content is King . . . How is Your Kingdom?

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Content-is-King

Is your Content working for you?

Content is King. But why is it so important? Content serves to engage your clients, tell your story, and sell your brand.

Content marketing is the key to promoting your business. The internet is a crowded market, but with the right content marketing strategy in place, your business will stand out.

If you’re having any doubts about the importance of content here’s three reasons why Content is King:

Relationships & Trust

Relationships are built on trust, and having great content on your website creates the foundation for trust. By being open about what your company offers, you’re opening the doors to building relationships with your clients. But it doesn’t stop there!

Content allows you to continue to keep in touch with clients, assuring that they’re receiving the best customer service possible. It keeps a circle of communication open, building a reputable name for your brand.

Think of content as your company’s voice. Your website is the spokesperson for your company.

Content doesn’t begin and end on the pages of your website. What about your Social Media? Yes, even a 140 character count Tweet must be well written content.

Every Tweet and every Facebook status speaks for your company just as loudly as your website does. In today’s market, Social Media is so important and many consumers will look at your Social Media to decide if your business is the right choice for their needs.

Think of it like this: Your website is your best employee, but your Social Media is your PR Expert.

Google is Your Friend

Long gone are the days of “black hat” tricks to get your website ranked higher on search engines. SEO and excellent content are today’s “white hat” tricks. Having well written content on your website that speaks to your audience will take you a long way up the rankings.

We all know people visit your website- but did you know search engines visit, too? They send crawlers to check things out that can affect how you show up on a search.

Hope to see you at the top!

Leave the Hard Work to Us

Are you ready to amp up your game? We can help you create a content marketing strategy to fully engage your visitors and current clients and increase your sales.

Find out how easy it is to get more effective content working for you.

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Starr, Content Goddess

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Property Pointers: 4 Simple Steps to Improve Property Management Websites

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Managing a busy property management business requires business owners to carefully prioritize their time, as they work to resolve tenant issues, find new clients, and remain profitable. Establishing a dynamic property management website can help you do exactly that, but you can’t expect incredible results with a cookie cutter webpage. Instead, your business needs to invest in a comprehensive, fully-functional site that caters to real estate investors and tenants alike.

If you’re tired of your property site’s lackluster results, using the following simple tips to overhaul your marketing efforts.

1. Invest in the Right Foundation

It might feel fundamental, but you’d be surprised to learn how many property groups try to cut corners online. Sure, investing in a professional property management site might prove expensive, but how many customers are you already losing due to an ineffective site? Before you try to fix a big problem with a tiny little Band-Aid, bite the bullet and bring in the development pros—you’ll be shocked to see how your conversation rates improve.

2. Keep Your Website Updated

If you ignored one of your client’s properties for months on end, you’d be in deep trouble. The same principle is true for your website. A whopping 97% of all consumers search for local business information online. How many of those would-be tenants are you missing because of a poorly optimized site? Keep your content fresh with new listings, blog updates, newsletters…you name it!

3. Interact with Your Site Visitors

Crafting great marketing copy and implementing savvy optimization techniques helps to pull in site visitors, but don’t let those would-be clients slip away. Work to engage with your audience immediately. At OpenPotion, we utilize live chat systems to give every site visitor a chance to ask questions, get more information, and learn more about what we do. Consider using the same approach to bolster your own success on the web.

4. Keep a Close Eye on Feedback

User reviews and testimonials have turned the online world on its head, with everyday buyers relying on this crucial information when considering your company’s services. While it’s one thing to feature glowing reviews on your site, you want to make sure negative feedback doesn’t get splashed about the web. Use a tool like GatherKudos to block out the negative stuff, while simultaneously funneling positive reviews to sites like Yelp, Google+, and Yahoo! Local.

Your website should serve as your business’ most effective salesman. It sells around the clock, and when performing optimally, should pull in a steady stream of new clients. If your site isn’t pulling its weight, make the decision today to invest in the resources that will stabilize your long-term profits.

Call us today to learn how OpenPotion can help.

Adam Zetterlund

– Adam, Content Wizard

Responsive Design: 4 Key Reasons Your Business Site Needs It

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Why-Your-Business-Site-Needs-Responsive-Design

 

Earlier this year, mobile web usage in the United States overtook traditional desktop browsers for the first time in history. With millions of connected devices scattered around the nation, consumers have more access to the Internet than ever before. Long gone are the days when users had to peruse subpar mobile sites that lacked the functionality and visual appeal of desktop platforms. Today, companies can create dynamic, responsive sites that bring the full desktop experience to the small screen. If you’re contemplating whether or not you need a responsive site, consider the following four benefits.

Responsive Sites Reach More People

Google estimates that more than one in five searches are now performed via a mobile device. Furthermore, 25% of all Internet users in the U.S. connect solely via a smartphone or tablet. If numbers like those don’t sway you, consider this: more than half of all local searches conducted last year came via mobile platforms. The figures don’t lie; if you neglect mobile web users, you’re missing out on a huge segment of your target audience.

Search Engines Play Nicer with Responsive Sites

If you’ve spent any time familiarizing yourself with search engine optimization, you understand the importance of your site ranking. Google and its competitors rely on bots that canvas the web every day, indexing websites and using a series of complex algorithms to determine a site’s rank. Responsive sites give search engines one destination to index, as opposed to businesses that opt for separate mobile and desktop sites. This single indexed site is often better received by the search engine algorithms, in turn ensuring a high rank for the online destination.

Responsive Sites Produce Better Results

As a business owner, your primary concern is ensuring that your website provides a positive user experience and generates real results. Not only are responsive sites tailored to the smaller screens of mobile users, but these websites also produce better conversion rates. Furthermore, the majority of social media activity now occurs on mobile devices, and web users are eager to interact with businesses on the move. With a responsive site, you make it possible for visitors to reach out to you immediately, no matter where users happen to find themselves.

Responsive Sites are Easy to Maintain

Attracting new business and retaining your current customers is likely one of your largest priorities as a business owner. Do you really have spare time to waste updating a mobile site frequently and ensuring it plays nicely across a myriad of different devices? A professional, responsive site shouldn’t be difficult to maintain—in fact, it’s quite the opposite. These simple platforms make it easy for you to communicate your business’ message to the masses, regardless of how they choose to access your online destination.

Harnessing the digital tools available to you is the best possible way to build a brighter future and work to stabilize your monthly revenue. Utilizing responsive web design is merely one of the diverse options available to you, but the results these sites create speak for themselves. If you’re not already using responsive design and are ready to take the plunge, get in touch with us today and learn how OpenPotion can breathe new life into your business’ approach to online marketing.

Adam Zetterlund

– Adam, Content Wizard

Online Marketing 101: 3 Simple Steps to Maximize Your Digital Impact

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Maximize-Your-Digital-Impact

 

After several months of collaboration with a talented web design company, your website is finally live! Now what? If you’re like the vast majority of business owners, you might not have the first clue as to what to do next. While a dynamic website forms the cornerstone of your company’s online web presence, you won’t unlock your site’s full potential until you develop efficient marketing strategies that will expand your clout, build a dedicated following, and ultimately, lead to more sales. Whether you’re a seasoned marketing pro or this is your first go-round on the online marketing carousel, the following simple steps are an easy starting ground for anyone looking to dip their toes into the digital marketing space.

1. Develop a Strategy

While it might seem simple, many amateur webmasters totally overlook marketing plans in the digital world. It’s true that the practical rules of marketing online differ from traditional methods, but the fundamentals of efficient marketing remain the same. Slapping a few blog posts up on your site and sending out sporadic status updates won’t get you very far—instead, you need to build a game plan.

First, think about who you’re trying to target. Are you reaching out to existing clients? Do you want to connect with potential buyers? Reflect on the demographics of your intended audience and create your content accordingly. Next, you’ll want to build a thoughtful outline. Consider how often you want to interact with your followers and how you plan to do so. Finally, put the pedal to the metal and jump onboard! Small steps might not seem like they have much impact, but together, these little actions can create a tidal wave of success.

2. Partner with the Right Professionals

Time and time again, business owners try to jumpstart their marketing efforts on their own, only to find themselves frustrated with a lack of results. Hey, there’s no shame in trying! At the end of the day, however, you might need to partner with a professional with a keen understanding of what you’re attempting to accomplish. Hiring a blog writer or a community manager might feel like a big step, but investing in a more polished marketing product will inevitably bring about greater results.

3. Develop a Long-Term Perspective

Everybody wishes they could coax in visitors with the drop of a hat, generate thousands of sales leads in a single day, and push their company into the stratosphere of success. Those dreams are great and they might keep you motivated, but the magic simply won’t happen overnight. Connecting with consumers on the web serves as an invaluable way for business owners to grow their companies, but this strategy isn’t foolproof. You’ll need to pour your sweat, blood, and tears into your marketing efforts if you expect them to generate tangible results. Just like the tortoise who beat the hare, focus on building upon your previous endeavors day by day, in order to build a truly powerful brand online.

Building a jaw-dropping website is the first priority as you go on your first foray into the digital marketing realm. After that site launches, however, you’ll want to pay close attention to your marketing efforts. It’s easy to place the blame for your lackluster success on a million different parties, but ultimately, poor marketing has the power to sink your ship. Instead, invest the time and energy necessary to reach out to your customers online. As your marketing approach comes together bit by bit, you’ll begin to witness the incredible fruit of your labor.

-Adam Z, Content Wizard

Adam Zetterlund

Blogging Blunders: 3 Simple Reasons Not to Overlook Content Marketing

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blogging blundersMaintaining a company blog with frequent posts often falls pretty low on the priority scale for small business owners. After all, what real impact does a blog post have on a company’s success? If you’re tempted to say “not much,” you might be surprised to learn the actual answer. In fact, a single blog post can have a massive impact on your company’s future. Best of all, updating your blog doesn’t require the same resources necessary to launch an expansive ad campaign or invest in traditional marketing efforts. The following 3 explanations outline some of the key reasons content marketing matters for businesses of all shapes and sizes.

Content Establishes Authority

If you’ve been in the business world for very long, you understand how essential it is to demonstrate your authority to your clients. Whether you sell used car parts, consultation services, or property management solutions, your clients want to feel like they are partnering with a business professional who knows what they’re talking about. While it’s easy to toot your own horn and proclaim your amazing prowess to the world, demonstrating your know-how takes a bit more work. Believe it or not, a humble blog post can go a long way towards establishing your position as an authority in your field.

When you write a blog, don’t focus on trying to make a quick sale. Instead, talk about interesting subjects that correlate with the underlying theme of your business. For example, if you’re a property manager, why not write a post extolling the delicious fare at the top eateries in your neighborhood? If you’re an interior designer, write about the trends taking over the industry. Your blog gives you the opportunity to sell yourself as an expert in your field. Don’t over-complicate things—instead, write about what you know.

Quality Content Spurs User Interaction

Business owners work hard every day to make sales and draw in new clients, but the customer relationship doesn’t end once a sale is made.  Instead, you want to encourage that relationship to grow deeper, as you gain the trust of those who patronize your business. Creating interesting, informative content is a surefire way to build user interest in your company and continue the conversation with your customers. Sharing your posts across social media networks can further capitalize on this opportunity, as you invite others to join the discussion. Not only does content strengthen the bonds you share with existing customers, but it also generates new leads for your business.

Content Creates a Following

As a business owner, one of the biggest challenges you face is spreading the word about your company. With an endless array of competitors salivating over your segment of the target market, you don’t have the luxury of sitting on your laurels and hoping for the best. Instead, you need to continually invest in reaching out to those who might be interested in the products and services your organization provides. By focusing on crafting content that informs, educates, and intrigues, you will organically create a larger online following. Of course, this serves as a nice ego boost, but the real benefits extend beyond the bragging rights. As your clout grows, the number of interested clients will follow.

Writing blog posts might feel like nothing more than a chore, but the results a company blog can generate should make you passionate about creating content that makes a veritable impact. Whether you write your own company posts, or you instead contract with a stellar partner like OpenPotion, focusing on growing your blog is a savvy move you don’t want to overlook. Although progress often feels hard to measure, the potential your single blog post represents is impossible to ignore.

-Adam Z, Content Wizard

Adam Zetterlund