Web Design Trends

Trends are well known changes that happen in all creative fields, and web design is no different. Born of experimentation and innovation, trends are the driving factors for change, which (for the most part) push an industry forward for the better.

1. More brands adopt a mobile-first approach

As the name suggests, mobile-first design is the process of designing for mobile (or smallest screened devices) first, then working up to the bigger ones.

The mobile-first approach to design isn’t new to 2016 and has been around for a few years now, but with mobile-phones now officially named as the primary devices used for browsing the web, especially in the UK, more companies are realising the importance of having a site that effectively delivers content on a smaller screen, and are rushing to get onboard.

Content is designed to fit on mobile and smaller screened devices first, then you work up towards the larger-screened devices.

Design and visuals aside, the mobile-first model and the restrictions it brings is a useful way for brands to really consider what their core content and message is that they want to communicate.

Smartphones (for the most part) come with significantly smaller screens than tablets and desktops, which limit the amount of content a user can easily view at once. This forces brands to do-away with any information or content which isn’t 100% necessary, allowing them to add it in, along with the additional visual bells and whistles for users as they switch up to larger screened devices.

Our prediction: Mobile-first isn’t a concept new for 2017, but we anticipate seeing more sites over the coming year which take a more thoughtful approach in delivering their content to smaller screens, rather mobile design being a tacked-off after-thought to the desktop build.

Widespread utilisation of rapid prototyping tools

Although not a design trend per se, rapid prototyping tools are definitely one of the most useful breakthroughs to hit the web design world over the last year or so and are a must-have tool for any web, UI and UX designer.

UI Patterns and Design Frameworks

The mobile-first and responsive approach to web design, as well as the increasing popularity of WordPress and pre-designed themes, has had a somewhat noticeable impact how many desktop sites work and look today.

What we’re starting to see more and more are both UI and UX patterns emerge across the web where many sites look and function in very similar ways as they learn from one another to hone their user’s experience.

We won’t delve into the argument that all sites are now beginning to look too ‘samey’, but instead look at how these consistent UI and UX patterns are leading the web to become a more consistently user-friendly place to be.

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Benefits Of Cascading Style Sheet

If you’re not using cascading style sheets in your web pages yet shame on you. CSS has excellent support in today’s browsers. It’s relatively easy to learn and produces better and cleaner code than applying all those styles directly to your HTML.

Using CSS modularizes your websites in much the same way that programmers have been modularizing software code for year. Modular code in your website allows for greater design consistency and easier maintenance. CSS is the new standard and has been now for several years. It’s time to separate the structure of HTML and the presentation of CSS.

So if we’ve been using HTML for years and creating all sorts of great websites with them why make the switch? Some of the advantages of using CSS are:

•             Easier to maintain and update

•             Greater consistency in design

•             More formatting options

•             Lightweight code

•             Faster download times

•             Search engine optimization benefits

•             Ease of presenting different styles to different viewers

•             Greater accessibility

Separation of Style and Structure

The basic idea behind CSS is to separate the structure of a document from the presentation of the document. HTML is meant for structure. It was never intended for anything else. All those attributes you add to style your pages were added later as the viewing public demanded it. All those additions though make HTML clumsy and work against it’s main purpose of structuring a document. HTML is there to let a browser know that this block of text is a paragraph and that block of text is a heading for this paragraph.

Without all the extra HTML for styling the structure of your document is much more readable making it easier to update with out breaking the document. All of your CSS can be moved to a separate file making it easier to update your styles as well. Before to give each of your pages a background color you would have added bgcolor=”red” to every body tag on your site. What happened once you realized that red wasn’t going to make for a good background color and you wanted to change it to a light gray. With a small site it’s not such a big deal to open 10 files and make the change from #ff000 (red) to #eeeeee (light gray). But what if you had 100 pages? 1000 pages? To code that background on every page of your site using CSS would have required a single line of code, body {background:#ff000} in your style sheet. The one line of code can easily be changed in seconds to affect a sitewide change in background color.

If you need to be convinced about how easy it is to change your site using CSS and how different you can get a site to look by editing just one file check out the css Zen Garden website and take a look at how much can be easily changed by separating structure and presentation.

Faster Web Page Download Time

Using cascading style sheets generally leads to less code behind your web pages which helps the downoad times of a page. When browser sees a table in your code it needs to read through all your code twice. Once to understand the structure of the table and once again to actually display the content within the table. The extra time slows up your page. Using tables in the layout of a web page generally leads to a greater use of images on that page. Images are often the heaviest element of a pages and are usually the major culprit in slowing down your pages. Sure the images can be optimized to make them smaller, but they are still larger than a line of code and each image requires another request by the browser to the server.

Because you’ve placed all your CSS in one separate file the code will be cached in the browser after the initial request. It doesn’t need to be downloaded again for subsequent pages. Your table code needs to exist on every page of your site and must be read again every time a new page is requested even if the table structure is the same on every page.

In Eric Meyer’s interview with Mike Davidson of ESPN, Mr. Davidson estimated that 2 terabytes of bandwidth were saved each day after they switched to CSS on the ESPN website.

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Benefits Of Cascading Style Sheets

Greater Control Of Presentation

CSS allows for more control over the presentation of your web pages. Given how little control web designers can sometimes have it’s nice to know there’s a way to get some of it back. Aside from the fact that CSS has more formatting options over HTML such as options to control the spacing and leading of text, CSS can also determine in what order the page itself displays. If you do have some heavy graphics you can place them last in your code to ensure your visitors can at least have some text to read while waiting for your grahics to load. With tables it’s all or nothing. you won’t be able to get one part of your table load before another part.

CSS also gives you greater control over different media. You can organize your code to make it easier for screen readers to follow, making for a more accessible web page. You can learn more about the Accessibility Features of CSS at the W3C.

One of the more common uses of CSS is to present the same page differently to different media is in making your documents printable. Web pages have not always been printer friendly. Using CSS it’s easy to tweak a few styles to get a completely different look on the screen and through the printer. Visitors to your site don’t need to do anything special either. They can print your pages right through the browser and get a document unburdened with background colors and images that will only waste their toner or ink.

Search Engine Optimization

While it’s not generally agreed by everyone it’s likely that CSS can help get your pages found in a search engine. Because your CSS site contains less code and has a simpler structure it’s easier to read not only for you, but also for search engine spiders. Allowing search engine spiders to get through your code faster means your web pages can be indexed faster. There’s also a chance that less code will be interpreted as text improving the keyword density of the page. With less code to muddle through it’s easier for search engine spiders to determine what the page is about. All other things being equal the web pages that use CSS to layout their design are more likely to rank higher in search engines.

The benefits of cascading style sheets are many and given the support of modern browsers there’s no excuse for not learning to use them. If everything above hasn’t convinced you consider this. Much of HTML has already been deprecated and at some point in the future it will no longer work in browsers. When that time comes many of today’s browsers will fail to display and need to be recoded. Those that are already making use of cascading style sheets will continue to function normally.

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Important for SEO Ethics

“Content is only relevant for search engines…”

Creating content requires balancing additional value for users and optimization for search engines. Good SEO consultants have long since taken this to heart and roll their eyes when they hear: “Content is King!” For some clients, however, content is secondary and they don’t realize the importance of captivating text. Some even want to hide the text near the footer, to avoid decreasing conversion rates. It can be a real challenge to convince clients that content offers unexpected opportunities. Instead of hiding content, clients need to understand how essential it is to give the user a reason to share, like, tweet and – above all – to return to the site. Creating content should no longer be regarded as a duty but as an opportunity to stand out from the crowd.

“I’ll make you an offer you can’t resist.”

Sometimes customers compare the offers of several companies and decide on the SEO firm with the cheapest prices. Of course, some SEO consultants offer an unrivaled price, but potential customers should be aware that the gap between good and bad SEO consulting is enormous. In fact, the gap is much larger in performance than in price.

Very good SEO consulting isn’t cheap – and there is a reason for this. Strikingly cheap offers go hand in hand with a low-quality service that falls short on sustainability and maintenance. Worst case, it even inflicts damage. The old adage applies: If something sounds too good to be true, it usually is.

In case the customer argues for the “cheapest competitor”, you can defuse this point easily. Simply ask your customer for the competitor’s service package, and compare not just costs but also benefit. A detailed evaluation of the two packages will give you the leverage you need to demonstrate why you charge more and show the value of your service.

SEO Consulting after the Launch of the Website

Some customers consider SEO as the cherry-on-the-top of website design and don’t consider hiring an SEO until after the website is launched. While this can be more cost-effective, there is a great deal of value in SEO advice in the early stages of web development.

In order to convince a client of this, be ready to give examples of optimization methods that should be applied before the launch of a website. For example, a well thought out URL structure. Although it is possible to change the URL structure after the launch, it causes redirects and may even diminish the value of backlinks. Failing to perform an SEO check before the launch of a website can lead to disadvantages in costs and performance.

SEO for Innovative Product Ideas

Unfortunately, some ideas or products are so innovative that using SEO is not profitable. If the primary keyword set has no search volume (yet), it is pointless to try and optimize a website for it. Users will not search for products or services that don’t know about. In these situations, it is vital to make the audience aware of the product through other marketing channels first.

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What is Facebook Live

Facebook Live lets you post live video directly to your timeline. It’s a status update that happens in real time. Facebook soft-launched Facebook Live in December 2015, with access limited mainly to celebrities and others with a large number of followers (Dwayne “The Rock” Johnson and Martha Stewart were among the guinea pigs). As of January 31, Facebook Live has been available to us mere mortals, and you can use your business page to post Facebook Live videos just as you can with your personal account.

What’s the big difference between a Facebook Live video and a recorded video that you post to your page? Live streaming enables users to see what’s happening as it happens, and it allows you to interact with Facebook users directly right there, in real time. You’ll see users’ names and comments as they come in, allowing you to respond to comments during your webcast or to follow up with users afterward. This type of interaction lets you create a highly personalized experience for viewers, building your connection with both existing and potential clients and customers.

How Do You Make a Facebook Live Video?

All you really need is a video-enabled smartphone and the Facebook app, but before you go Live there are several elements that you should consider. First, there’s what to do or say. Second, there’s how to make sure you’ve got a good-looking video. Last, there’s the nitty-gritty of choosing your settings, tags, and title.

Make It (Semi) Professional

Facebook Live viewers aren’t expecting a polished, edited final product—it is live, after all. At the same time though, you don’t want your video to look like shaky surveillance camera footage. Though Pages have the option of using professional video, you can make a smartphone video more easily and inexpensively. No matter how you hold the phone, Facebook Live videos are square, so you’re only working with a fairly small amount of space. Here are some quick tips for making your Facebook Live video easy on the eyes (and ears):

•             Use a tripod or selfie stick: Unless you’re on the move, you don’t want your phone to be—all that jiggling can be a bit much for viewers. Using a device that steadies your cam can make a big difference. Don’t have one available? Instead of holding your phone up in the air, prop your elbow on a shelf or your desk to steady your hand.

•             Speak up: You need to be loud and clear, especially if there’s background noise. When you’re using the camera that faces away from you (to show viewers what you’re seeing rather than your smiling face), speak a bit more loudly to compensate for the mic switch. If you become a Facebook Live regular, it may be worth it to invest in a microphone.

•             Light it right: Want to look your best? If you don’t want to invest in studio-style lighting, indirect natural light is your best bet. Direct sunlight can be too harsh, while artificial light can be too dim or even make you appear ghoulish. Chances are, you’ll want to show off where you are—for example, if you’re a physician and you’re doing a Q&A from your office. If you don’t, purchase some solid-colored matte paper that suits your brand from a craft supply store (specialty stores like Paper Source sell it by the roll). Tape a sizable piece behind where you’re standing or sitting, and you’ve got an instant backdrop.

•             Stay on topic: Unless you’re doing an open-ended Q&A, stick to your talking points. You don’t need to have memorized what you’re going to say—it’s live, so people expect you to ad lib. But you don’t want awkward silences, or to go on for so long that your viewers drop like flies. Facebook recommends making your Live videos at least 5 minutes long, but it’s a good idea to test out different lengths to see what you’re comfortable with and what your viewers like. And be sure to always end with a clear call to action—the viewer’s interested enough to have made it to the end of the video, so think about what you want your audience to do next. Visit your website? Give you a call? Whatever it is, make sure you’ve stated it clearly and concisely before you sign off.

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SEO Topics You Need to Care About

Has SEO (Search Engine Optimization) played a role in your business over the last few years? If it has and you’ve spent any time reading about this subject, you’ve likely come across articles that proclaim the death of SEO. Although that topic is always a popular one for people who are looking to generate some extra views, it’s something that gets repeated year after year.

The reality of this type of marketing is as long as consumers are using search engines to research things they need and make purchases, SEO will be around. That’s why you won’t find any mention of the “downfall” of SEO on our list of its current state in 2016. What you will find are some suggestions based on the very dynamic nature of search engine optimization. So with that in mind, here’s the direction this strategy will continue moving over the course of this year:

1. B2C Video Content

Written content has been the online standard for both B2C and B2B marketers. However, 2016 marks a shift for those in a B2C space. Due to the falling cost of video production and the ability of this type of content to reach consumers through Google and other channels, video will start to provide a better ROI for B2C businesses. While the same won’t be true for the B2B space this year, that doesn’t mean companies shouldn’t think about getting on the path now that will eventually be followed.

2. Mobile Search Engine Optimization

It’s now common for websites to receive more than half of their traffic from mobile devices. That’s why mobile SEO best practices like responsive design will become a default for business instead of an afterthought.

3. Social Content

You may have noticed that over the last year or so, Google searches often yield results from Twitter or Facebook’s platforms. While it took longer than many industry analysts thought for Google to get serious about indexing social content, they’re committed to it now and will continue to expand their scope during 2016.

4. Deep Links in Apps

In addition to indexing social content, Google is making it a priority to index content from apps via deep links. So if your business utilizes any type of mobile app, making it organized and crawlable will be very important this year.

5. Digital Assistants

People are getting more comfortable with speaking to their phone and asking it to search for things. This behavior is now expanding to other devices like Amazon Echo. Since these types of searches involve natural language, SEO strategies will need to take this shift into account.

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Maps and local search

The space for map listings and local search is limited and at a premium right now. Google is showing fewer map listings in the top spot than ever before. Currently, you will find three listings displayed on page one; you can access other maps by clicking on “More Places,” but the top slots are reserved for just three businesses.

To help you secure one of those spaces, you must first claim and verify your.

You also need to understand that a business with an actual, physical location will be given preference. This is a challenge for many service-based businesses covering a geographical area beyond their physical locations. But, this is a benefit to businesses with brick and mortar locations.

To give yourself an edge, focus some time and effort on getting positive Google reviews.

Paid advertising: PPC

Until recently, you could find three paid ad spots at the top of Google search; and then you would see a right column with ads, and even more ads at the bottom of the page. However, in February, the right-hand column of ads disappeared, and now four ad spots appear on top.

It’s no secret the top spots are the highest performing, but why remove all the ads on the right? As Google continues to move toward making everything more mobile friendly, it makes sense anything not optimized for mobile use will be antiquated.

Organic search: SEO

A core algorithm update does not really change anything; it just takes what has been tested, and what we have essentially been told by Google is important, and makes it deeply rooted in the algorithm.

Translated in layman’s terms: When Google started saying it was important to have current and relevant content on your website, Google meant it. It is now “core” to the search engine’s algorithm, and not just a passing fad.

Social media

Where are your customers hanging out on social media? Whether they are on Facebook, Twitter or Instagram, you need to be there, too. This is where you are going to develop relationships with your customers. They are going to get to know, like and trust you through your interactions.

One of the most important factors of social media to remember is: Be social. Do not be too salesy on social media; you can sell other places — like your website.

Social media is about connecting. Be fun, be authentic, be helpful, be the expert but, mostly, be interesting and likeable. Customers will reward you.

Another big component of the digital world in 2017 is that video is flourishing. You can upload a video directly to Facebook, or you put it on YouTube and share it from there. There are advantages to both, but video is an absolute must this year.

Content is king

Have you ever heard, “Content is king”? Well, it’s kind of true. In actuality, good and consistent content is king. Content encompasses a lot of things. It includes copy on your website, your blog articles and also your social media posts. Every post, tweet, image, infographic, e-book and video you put out make up your content.

More than anything, your content needs to be authentic. Find a way to use your content in so it resonates with your audience. Give them what they are looking for, and be mindful that what they are interested in may be different than what you want to sell them, which is perfectly fine.

Growth in mobile

The number of people searching online via a mobile device continues to increase, and Google knows this. The search engine wants its users to have a good experience when they search from their phones.

If your website is still not mobile friendly, the time is now. Maybe even more important than improved rankings, are the opportunities to improve your customers’ experiences when they go to your website. After all, if Google thinks user (customer) experience is that important, maybe you should, too.

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Digital Marketing Trends That Will Dominate 2017 – Part 2

Search algorithm will change. And change again.

Like it or not, but the search engine algorithms will change. With the enormous amount of information being added to the internet every second, search engine giants will keep on updating their algorithm to decide which content should get priority and rank higher in search engine result pages (SERPs), and which should not.

Therefore, the only strategy should be to remain original, informative, and helpful to your audience. Also, digital marketers should not remain focused only on Google’s algorithm, but give due consideration to Facebook’s algorithm and Bing’s algorithm as well.

Online advertising will become more expensive.

We have witnessed a tremendous growth in digital marketing practices over the last couple of years. The competition for online space and dominance over the internet is going to expand further.

And as the demand rises for top advertising spots, the prices for online advertising will also increase. While some marketers believe that PPC will die in the coming years, there will be more optimized advertisement alternatives ruling the web.

Unique, high-quality content will be the key.

Content, often referred to as the “king” in digital marketing, will remain an essential part of any online marketing campaign in the years to come. The influx of professional writers and video producers will make content marketing more competitive.

The key will be to write unique, high-quality, and interactive content that readers can connect with. Also, there will be a huge demand for niche-based writers who possess knowledge and expertise in their subject matter.

Conversion Rate Optimization to offer high ROI.

Conversion Rate Optimization (CRO) may not sound like a new term to most digital marketers, but it’s time to introduce it on your website and landing pages.

Conversion rate optimization helps you track user behavior on your site and identify elements that are producing the highest number of conversions. Instead of allocating a huge budget for advertising, marketers can use CRO to funnel more of their existing traffic into sales.

Growth hacking will continue to evolve.

The need for digital marketers to quickly grab their audiences’ attention through social media channels, viral marketing, and organic ads in 2017 will take growth hacking to an even bigger level.

The most fascinating digital marketing practice will continue to demonstrate its huge potential in the face of all odds in the coming years.

There are many digital marketing trends and strategies need to be altered to remain at the focus of user attention and search engine giants. Keep your eyes open and follow the best digital marketing practices that will keep you ahead of the innovative curve.

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Digital Marketing Trends That Will Dominate 2017

The increasing dominance of video ads.

Though video advertisements are certainly nothing new for social media giants like YouTube and Facebook, the news of Google entering the fray with in-SERP video advertising will change the whole spectrum of online advertisement.

This also suggests the increasing acceptance of video ads among users and, as the trend continues, we may expect different types of video ads popping up on our screens very soon.

Mobile will completely dominate desktop.

We have seen how Google virtually phased-out all websites not optimized for mobile. The ubiquitous presence of hand-held devices and fading away of desktop traffic clearly indicates that the smart money rests on mobile-focused internet marketing.

Mobile search and mobile optimization should, therefore, be a top priority for digital marketers in the year 2017.

Dedicated apps will find their way.

A dedicated application offers all the features of mobile-optimized website, but in a more intuitive, convenient, and accessible way.

Google has offered app indexing which will certainly bring in advantages to having a dedicated app in the future. Although we’re still years away from apps completely replacing websites, business owners are realizing their potential, and 2017 will be a pivotal year in mobile app development.

Social conversion is coming.

Enough has been said about the power of social media. In the year 2017, the online communities will not be bound to only company-consumer conversation or attracting new prospects; instead, they will provide opportunities to improve conversion rates.

We have witnessed the same for e-commerce and lead generation websites. Social media will work as new conversion channels and offer tools to convert prospects directly into buyers.

Year of wearable technology and smart devices.

In the past few years, we have seen the unveiling of the Apple iWatch, Google Glass, Moto 360, and other similar smart devices that can be worn on-the-go and keep you connected with the digital world.

The year 2017 will see more of such smart devices and innovations in wearable technology that will change the entire landscape of local marketing. Digital marketers will focus on the potential of wearable technology that can diminish the difference between “online” marketing and “real” marketing.

Search algorithm will change. And change again.

Like it or not, but the search engine algorithms will change. With the enormous amount of information being added to the internet every second, search engine giants will keep on updating their algorithm to decide which content should get priority and rank higher in search engine result pages (SERPs), and which should not.

Therefore, the only strategy should be to remain original, informative, and helpful to your audience. Also, digital marketers should not remain focused only on Google’s algorithm, but give due consideration to Facebook’s algorithm and Bing’s algorithm as well.

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Social Media Marketing Tips For Beginners

What is social media marketing?

Social media marketing is the process of building awareness about you, your products or services through the various social media channels.

The ultimate goal of any social media marketing campaign is to drive traffic to a website, increase the visibility of a product, gain more social media followers or find more customers.

The most popular social media networks today are: Facebook, Twitter, Google+, Pinterest, YouTube, Instagram and Linkedin.

Why is social media marketing important?

Social Media marketing is important because:

•             It’s the fastest way to spread the word about a new product, service or news item – A tweet can go rival in minutes and spread a message around the Word faster than TV or other traditional media

•             It’s a trend – Millions of people spend a good amount of their time on social media networks so if you ‘need them’ you know where to find them

•             It’s the new marketing – Back in the old days, marketers found out that many people spend time in their cars driving so they thought of the billboards on the roads. Today people are spending time on social media so as a marketer you have to start thinking this way too.

•             It’s the new influencer – Recent studies show that social media is becoming a great sales channel and more and more companies are stating that they get customers from Facebook or Twitter.

Social Media Marketing tips for beginners

•             Decide which social media platform(s) to use

•             Optimize your social media profiles

•             Connect your website or blog with your social media pages

•             Add social media buttons on your website

•             Find and follow the influencers in your niche

•             Keep a balance between following and followers

•             Share interesting content (text, images, videos)

•             Post many times per day but don’t overdo it

•             Don’t forget to follow back

•             Follow the rules and be patient

Conclusion

When it comes to social media there are 2 important pillars. The first one has to do with the setup of your social media profiles and the second one is about usage i.e. how you use your social media account.

For the first pillar, it is important to engage in the networks more suited to your niche and to have a proper connection between your social media pages and website.

For the second pillar, it is important to follow the right people, be followed by the right people and share relevant and interesting content always by adhering to the rules of the different social media networks.

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Reputation management part - II

Today, the primary focus of reputation management is the online component. Here are some tips for starting proactive online reputation management efforts at your association.

Step 1: Look at your association’s search results. No matter how deep your knowledge of your organization’s operations may be, you simply can’t know everything—especially the way others perceive you. After all, that’s one of the first things a potential candidate will do when he finds out about your job opening. If he sees an outdated website or incorrect contact information, he’ll likely get the impression that your organization is dated, tech-averse, and perhaps even sloppy. If you find any incorrect information in the search results, work to amend it immediately. 

Step 2: Go where the candidates are. Aside from your organization’s web properties, your LinkedIn page will be one of the first search results listed. “LinkedIn is the number one place job seekers are spending their time,” So you want to be sure your page has a strong presence.

If your association doesn’t have an established LinkedIn page, make creating one a priority. It takes less than 10 minutes to create a basic profile page for an organization.

Using LinkedIn profile as a true reflection of your organization as a workplace is a good idea, rather than a bland listing. “Use custom images, show what your organization is all about, post some status updates—even if you’re replicating material that’s being used on your other social networks,” she says.

Candidates are also likely to look at the profiles of your chief executive and the relevant hiring manager,  so those employees should make sure their profiles are up to date and polished.

Step 3: Target sites that rank high in the search results. A good strategy for building some online clout, especially if your association is small or newly established, is to piggyback on the strength of other websites by getting your site listed with them.

Glassdoor, a popular site that allows former and current employees to rate their organizations on salaries, interview experiences, and overall environment and opportunity is again source of reputation management. Employees can also make recommendations to employers they’ve rated. “a lot of businesses are surprised to find that their ratings on Glassdoor aren’t very good,” or that they don’t have any ratings at all.

The reality is that reviews on sites like Glassdoor are often negative because employees who have positive experiences generally don’t think to post a review. “In sports, they say the best defense is a good offense. That’s also true of your online reputation,” she says. “If you want to have a positive reputation online, don’t wait for someone to write a bad review and then stumble upon it by accident. Encourage happy employees to leave positive reviews, so you’re taking ownership of what’s being said about you.”

Step 4: Don’t sweat the bad reviews. If your association does end up with a few negative opinions online, it’s OK: Bad reviews happen. “Not everyone’s going to have a great experience [working with your organization]. It’s not always going to be the best fit,” she says.

Also note that one or two unflattering reviews might even be a good thing. “It’s interesting, actually: Studies show that people trust less-than-perfect reviews more than perfect reviews,” she says. A page of mixed but mostly positive reviews communicates authenticity and balance.

As tempting as it may be, responding to a former employee’s negative review is typically not in your organization’s best interest. “It’s difficult for an organization to leave a comment and not sound defensive”. “And people generally have good sense [about negative reviews]. A person who leaves a really, really negative review actually looks less credible. [Candidates] will see that the review isn’t balanced, and the reviewer was likely upset while writing it.”

Generally, organizations should only respond to reviews to correct inaccurate statements.

Step 5: Build a designated place to showcase your association’s professional opportunities. Aside from asking happy employees to review your organization, encourages building a designated space to highlight your association’s workplace benefits. A simple solution: Create a careers section on your website (or just add a tab to your LinkedIn page). Use it to introduce candidates to your team members, for example, or outline some of the professional development opportunities you provide.

You can’t control everything that’s being said about your organization. But you can take control of your story and show candidates what makes your association a great place to work.

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Social Media & Online Reputation Management Plan

No matter who you are or what your business does, it’s just about impossible to avoid seeing negative feedback. And that’s OK because as many grumps there are wanting to push negative sentiment at your brand, there’s just as many speaking positively about you. However, without some form of social media reputation management, how do you even know what people are saying?

Word-of-mouth marketing should be taken very seriously. BrightLocal discovered 88% of consumers trust written online reviews from customers just as much as they trust their own peer recommendations. That should make the hair stand up on every brand marketer’s arm. It’s so easy to have one negative review, response or social media message leave a bad taste in everyone’s mouth who sees it.

Social Media Reputation Management Needs Monitoring Tools

This is why so many businesses put their resources in social media monitoring tools to never miss a message–good or bad. Here at Sprout Social, we offer in-depth social media monitoring tools for brands to manage reputation, respond to questions or concerns and track social users who consistently mention your brand name.

What is Social Media Reputation Management?

Social media reputation management is the process of tracking, monitoring and ultimately eliminating negative social media material about your brand to improve your name or standing. If done properly, social media reputation management builds your credibility to customers, which strengthens their trust in your brand.

Know What You’re Monitoring

An important question to ask before starting is do you know what you need to monitor to improve your online reputation? If not, that’s fine because many brands don’t know what to look for besides the messages coming directly to them.

Connect Your Social Media Accounts to Sprout Social

If you read the section above and were wondering how in the heck are you going to track all those keywords on your social channels–don’t worry, we’ve got you. Sprout Social’s social media monitoring tools make it absolutely easy to not only track keywords across platforms like Twitter, Instagram and Facebook, but also have all the messages in a single-stream inbox.

Focus Your Efforts on Engagement

To truly engage with your customers, you have to listen to what they say. Social media engagement is a two way street, so make sure you’re listening to help build better customer trust and loyalty.

Social media continues to grow as the No. 1 resource for customer care. In fact, our Sprout Social Q2 2016 Index found the most popular avenue people take for customer care is social media (34.5%). What happened to 1-800 numbers? It turns out only 16.1% of people prefer 1-800 numbers as the main source for customer care help.

Encourage More Social Reviews

By encouraging more social media reviews, you have the chance to increase your reputation (especially if it’s limited or in a bad spot). Try to provide the easiest route possible to your most sought-after review sites. Clickable images, links in posts and specific images that have calls to action requesting reviews all work well.

Scale Reputation Management to Track ROI

For the marketing managers out there, here’s where we get to the good stuff. Maintaining a positive social media reputation can lead to a better return on investment. Investing in social media management tools can quickly pay off when you see positive reviews and conversations pouring in on social.

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Social Media Marketing for Businesses

Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. Your customers are already interacting with brands through social media, and if you're not speaking directly to your audience through social platforms like Facebook, Twitter, Instagram, and Pinterest, you're missing out! Great marketing on social media can bring remarkable success to your business, creating devoted brand advocates and even driving leads and sales.

Social Media Marketing 101: What Is Social Media Marketing?

Social media marketing, or SMM, is a form of internet marketing that involves creating and sharing content on social media networks in order to achieve your marketing and branding goals. Social media marketing includes activities like posting text and image updates, videos, and and other content that drives audience engagement, as well as paid social media advertising.

We’ve created this guide to provide you with an introduction to social media marketing and some starter social media marketing tips and training to improve your business's social presence.

With these tips, you can begin developing your own social media marketing expert plan.

Social Media and Marketing: Start With a Plan                                                    

Before you begin creating social media marketing campaigns, consider your business’s goals. Starting a social media marketing campaign without a social strategy in mind is like wandering around a forest without a map—you might have fun, but you'll probably get lost.

Here are some questions to ask when defining your social media marketing goals:

•             What are you hoping to achieve through social media marketing?

•             Who is your target audience?

•             Where would your target audience hang out and how would they use social media?

•             What message do you want to send to your audience with social media marketing?

Your business type should inform and drive your social media marketing strategy.

How Social Media Marketing Can Help You Meet Your Marketing Goals

Social media marketing can help with a number of goals, such as:

•             Increasing website traffic

•             Building conversions

•             Raising brand awareness

•             Creating a brand identity and positive brand association

•             Improving communication and interaction with key audiences

The bigger and more engaged your audience is on social media networks, the easier it will be for you to achieve every other marketing goal on your list!

Best Social Media Marketing Tips

Ready to get started with marketing on social media? Here are a few social media marketing tips to kick off your social media campaigns.

•             Social Media Content Planning — As discussed previously, building a social media marketing plan is essential. Consider keyword research and competitive research to help brainstorm content ideas that will interest your target audience. What are other businesses in your industry doing to drive engagement on social media?

•             Great Social Content — Consistent with other areas of online marketing, content reigns supreme when it comes to social media marketing. Make sure you post regularly and offer truly valuable information that your ideal customers will find helpful and interesting. The content that you share on your social networks can include social media images, videos, infographics, how-to guides and more.

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Social Media Marketing Tips From the Pros

Mine Twitter to Grow Your Audience

While “if you build it they will come” is a great line from a movie, it’s a terrible marketing plan. To succeed on the Internet today, you have to create content that ignites and engages an audience. However, if you are a new blogger, you should probably spend more time developing an audience than creating your content.

Analyze Past Content to Improve Posts

Most businesses analyze the effectiveness of their social media after they publish. Now, there are tools available to analyze data for content curation before you post.

Optimize Visual Content with Links

Visual content can act as a “gateway” to more valuable content. When planning visual content to post on social platforms, think in terms of how it can drive traffic back to your website, products and services.

Create a Social Media Channel Plan

So many organizations feel overwhelmed by the need to create content for every social media channel on the planet. Or worse yet, many brands create one type of content and then blast that content onto every social platform. If that’s you, you need a social media channel plan.

Deliver Content Consistently

One of the best ways to grow your following and increase engagement on social media is to be there consistently. The first step is to put the right systems in place to keep your posts relevant, interesting and valuable for your audience.

Host Private Hangout On Air Events

Social media success is so often about having a conversation with the right people. If you already think in terms of building segmented lists, then you may appreciate knowing that you can effectively list-build on Google+ in many ways.

Run a Facebook Live campaign

Interacting with your fans in real-time adds a layer of honesty and “realness” to your social media marketing. Running, for example, a live interview to answer fan questions or to preview your newest line of products adds to the fan experience by creating a channel where you can engage your audiences right away, driving interest in your brand.

Use videos and photos to preview content

Content marketing is a big marketing strategy for brands everywhere – and social media is a great outlet to share your content. Though you could just link straight to your content, previewing some of the content you’re sharing in a short video or picture (like an infographic) can help to pull viewers in and drive traffic from social channels (like Facebook) to your blog.

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Online Reputation Management Part - I

There are a lot of misconceptions about online reputation management. Some people think it’s just social media monitoring, while others believe it has something to do with public relations, and still others literally have no idea how it can impact business and sales.

In this guide, I’m going to explain the role of online reputation management in today’s business and media landscape. Companies of every size can benefit from having a clear outline of its main concepts.

They are very powerful because, unlike social network content, they are prominent in search engine results. What if someone googles your brand name and finds defamatory content? Let’s see what they are:

•             Negative reviews: Review sites allow users to express their opinion on your brand. Did they like your service/product? Would they recommend it? Negative content can affect your sales, and addressing the criticism on the site may not be enough. Websites like Ripoff Report and Pissed Consumer provide the perfect platform for this kind of negative content.

•             Hate sites: Some people go beyond simple negative reviews and create ad hoc websites with their opinions, some of them containing illegal content. So-called “hate sites” sometimes address companies and public figures with insults and false information. Needless to say, a search result like “The truth about NAMEOFYOURCOMPANY” or “NAME scam/rip off” will make your potential customers run away!

•             Negative media coverage: Phineas T. Barnum used to say “There’s no such thing as bad publicity.” That may be true for controversial public figures like Paris Hilton, but many times unfavorable TV, print, and online media coverage impacts negatively on companies and brands.

It is obvious that everyone has the right to express their voice about your brand. There are, however, certain boundaries that need to be respected. Some of the negative content online actually is illegal. Why?

•             It uses defamatory language

•             It reports false information

•             It is aimed at damaging the company’s reputation

How do you react to all of this? How do you defend yourself or your company from this kind of illegal behavior? Depending on the scope of the problem, several paths can be pursued in order to restore your online reputation:

•             Aggressive SEO: If someone googles your name, appearing on page 1 and 2 of the search results will be much more important than your business card or website. They will show at a glance several high ranking web sources talking about you. If they display false information, the first thing that you or your online reputation management company should do is devise a search marketing strategy that increases the ranking of positive content, owned by either you or third parties. The search engine game is too important to be ignored, and it is the first step in restoring your image.

•             Review removal: Did that user claim something false about your company? Is that review clearly aimed at destroying your reputation rather than providing feedback? Does it contain improper language? Legal liaison and speed of reaction will make it possible to remove the negative review.

•             Online investigations: In case of serious attacks to your brand image, it may be necessary to hire skilled online analysts to investigate untraceable threats and attackers via email tracing, data cross-indexing, and other information collection techniques. Cyber investigations are the definitive path to get to the bottom of difficult reputation management cases.

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