Brand Protection Through Microsite Marketing Techniques
The necessity for protection of established brands from negativity and slander in online mediums has reached a critical state. It has become commonplace that anyone with access to the internet can cause major damage to a brand through posting on social media websites, or within testimonial spaces. As these types of “referrals” grow in popularity due to their accessibility, the effective management of negativity towards a brand becomes more critical.
A pattern of perceived negativity towards a brand comes with customer volume. As customers are ten times more likely to create negative commentary online than they are to create positive commentary, businesses who deal with large volumes of customers have a propensity to have their image shift toward a negative perception over time. The longer that these types of businesses are active, the more negativity will pile up within online spaces, being countered only by the periodic “good review” that customers are so much less likely to write. Additionally, since these spaces are not vetted for accuracy, they become easy targets for “slander campaigns” where rival businesses attempt to tear down the reputation of a larger competitor by saturating the spaces with negative reviews that are created by individuals within the competing business or marketing firms specialized in this form of attack. Either way, the damage is generally done to larger businesses who are easy targets.
Focus Internet Services has developed a unique approach to reversing the damaging effects of social media, designed to both hide the current negativity from public sight as much as possible as well as systematically change the tone towards positivity. This program involves “microsite marketing,” search engine optimization, video marketing and social interaction programs. The specific elements of each program are individual, and based upon the assessment of the nature of the damage, the source and the sheer volume.
The most effective brand management programs will involve elements of each strategy, beginning with “microsite marketing” and search engine optimization. In order to combat the tidal wave of negative commentary that will be found on many popular “testimonial websites” like Yelp, Insider Pages and other social media spaces, our strategy is to limit access to the discussion as much as possible through search engine optimization techniques. This entails burying the rankings of these websites when a potential customer searches on Google for the business name. Usually, a search for a business name will bring back a first-place position for the company website, followed closely by Yelp pages or other social media spaces where negative comments are positioned. This is due to the natural patterns of search engine optimization, where websites that contain large amounts of information about a business rank high on the results. The strategy to combat this phenomenon is to create as many microsites as is necessary to push the Yelp results off of the first page, each microsite involving aspects of the business and an individual search engine optimization program. Our goal is to create individual websites that each deal with a single aspect of the business and expand upon that aspect within the site. Through search engine optimization techniques involving content creation on that subject and social media seeding, we push these websites into first page positions for searches for the brand name, effectively pushing the negative review sites deeper and deeper into Google’s results. By hiding the access to these negative review spaces, a Google search for the brand name returns a message that we control.
Each individual microsite combines search engine optimization techniques and video marketing. Our expectation is that people will travel to the sites they see listed on Google results and receive quick and easy access to questions they have about the business, never going beyond the video presentation they immediately see when they land. This allows us to effectively control the messages in a way that is satisfying for potential customers while still building the volumes of text necessary for search engine optimization in areas that we do not expect customers to navigate to. This creates clean websites that answer customer questions while still ranking on search engines. Through this combination of methods, we are able to create websites that feed Google the information that is necessary for rankings while not creating a website that alienates customers.
The other aspects that should be approached simultaneously are management campaigns within the social media spaces themselves. By targeting the social media websites that rank on search engines for brand searches, we can reduce our work load to only the spaces that are found through the largest trafficked mediums (Google.) Instead of trying to find ALL negative comments, we concentrate on the spaces that are ranking on Google and deal with them alone. Within these spaces we do classic customer service management, responding to each and every comment in a way that builds trust in the brand to everyone reading them. We show good faith to all customers, and utilize negative chatter to actually convert new customers by publicly solving the common complaints that our customers vocalize.
Lastly, we also utilize programs to solicit positive reviews. The nature of each of these types of programs will be individual as we will be generally crafting the postings through actual interactions with customers ongoing. We create a continual program that utilizes the front line employees to solicit positive reviews of their experiences, thus changing the tone of the business within the public view over time.
For information about reputation management programs through Focus Internet Services, contact us directly at 702-997-1252.