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Most of the Digital Marketing Agency/Professionals are facing the challenges of maintaining their brand positivity consistently on the Online Marketing Platforms. There comes a saturation point for every firm where they face some critical challenges online. This post is trying to deal with all these challenges and gives the professional an upper hand in reducing and recovering their brand identity online.
Before we move forward to discuss the details, let's first define what Reputation is:
Reputation is "the result of our action, our reaction and feedback about our brands from the consumers".
Before we move forward to discuss the details, let's first define what Reputation is:
Reputation is "the result of our action, our reaction and feedback about our brands from the consumers".
What is ORM (Online Reputation Management)?
ORM is a collective effort made by a business entity to manage the Search engine results and protecting the brand reputation from negative exposure online.
The efforts made for ORM includes the combined strategy of Tradition marketing and customer's relations with SEM*.
SEM - Search Engine Marketing.
Steps involved in ORM:
The ORM process involves 3 stages of progress. Those are
- Monitoring
- Analysing
- Influencing
a. Monitoring: The online source of information doesn't necessarily host reviews of positive consumers but the negative reviews. A happy customer doesn't always turns out to be a good reviewer, but a bad experienced publish his/her reviews online through various blogs, social media and forums.
The monitoring process involves to track all those reviews and keep a record of those conversations. It's not always possible to track 24/7 conversation and sometimes the reviews covers the universe within an hour or so. That's why we must at least create brand alerts online through Google alerts or Yahoo alerts services. There are several other social monitoring services available. For Example you can track your brand online with SocialMention, HootSuite, ReputationDefender, Technorati and many more.
Monitoring is an essential and useful practise for controlling negative branding within the search engine space. Unfortunately, monitoring by itself is not enough if it is too late and damage has already been done. The best outcomes occur if you proactively control your space and what people read about your brand. It is important to analyze your current space in order to take action and control it.
b. Analysing: Just by Monitoring your brand presence, the job is not yet over. The source of data varies a lot once it is collected and gathered at one place within your system. It is crucial to analyze brand reviews to improve the awareness. Analyzing covers going through all the key comments, feedback and identified concerns that are being expressed online.
Its always better to let the users know that you have been following them and their feedback has helped you improve your service/product. Always remember to ask them for feedback, which enables you to provide better services. Let your customers be aware about the latest improvements in your efforts and ask for their feedback. Make them feel that you are listening to them and they are the part of improvements.
Even with the help of monitoring tools, there may be too much information. It is wise to begin brand management internally to avoid any confusion. You may start with:
The monitoring process involves to track all those reviews and keep a record of those conversations. It's not always possible to track 24/7 conversation and sometimes the reviews covers the universe within an hour or so. That's why we must at least create brand alerts online through Google alerts or Yahoo alerts services. There are several other social monitoring services available. For Example you can track your brand online with SocialMention, HootSuite, ReputationDefender, Technorati and many more.
Monitoring is an essential and useful practise for controlling negative branding within the search engine space. Unfortunately, monitoring by itself is not enough if it is too late and damage has already been done. The best outcomes occur if you proactively control your space and what people read about your brand. It is important to analyze your current space in order to take action and control it.
b. Analysing: Just by Monitoring your brand presence, the job is not yet over. The source of data varies a lot once it is collected and gathered at one place within your system. It is crucial to analyze brand reviews to improve the awareness. Analyzing covers going through all the key comments, feedback and identified concerns that are being expressed online.
Its always better to let the users know that you have been following them and their feedback has helped you improve your service/product. Always remember to ask them for feedback, which enables you to provide better services. Let your customers be aware about the latest improvements in your efforts and ask for their feedback. Make them feel that you are listening to them and they are the part of improvements.
Even with the help of monitoring tools, there may be too much information. It is wise to begin brand management internally to avoid any confusion. You may start with:
- Corporate Sites
- Product Sites
- Official Blogs of the company
- E mailers
- Social Media Handles (Like Facebook, Twitter, LinkedIn)
c. Influencing: With the invention of social media and increasing number of online users, it is paving the new ways for businesses to handle the crisis situation. Any business organizations can connect with its audiences quickly, and deal with negative updates, reviews firmly.
Always remember to "Respond to a Negative Comment with a Positive One". We all know that Customer Is King. A simple comment like the below can do wonders. Of course, comments need to be followed by actions.
“Thanks for your valuable feedback. We are working on resolving your issue.”
As you do so, be honest and transparent in your approach. People like the fact that you are paying attention and are actively participating in the conversation, not just being talked about.If negative feedback received, you should respond immediately. Even if you don't participate on a regular basis, you should always be prepared to manage digital disasters.
That's All for now folks.
Remember, communication is a major factor to maintain and improve your brand identity on the Internet. Online reputation management through monitoring, analyzing and influencing online communications can help prevent the loss of customer and promises the continuous success of your organization.