His article further stated, “In other words, online reviews, whether they are positive or negative, can make or break a potential customer relationship.” Marketing experts strongly urge you to respond to all reviews—positive or negative. You’ll encourage the positive poster by acknowledging their comment, which adds to the positive image they have of your company. You’ll let the negative poster know that you care about them, and in many cases, you can turn their impression to a positive one by taking reasonable steps to resolve their real, or perceived, problem. And, if your customer service has failed in any area, the more you learn about it from the one who experienced the glitch, the better you can address it to make a company-wide fix.
Track and Monitor Your Mentions Tus, knowing what others are saying about your company is important to your marketing strategy. Korhan stated, “Online reviews live on multiple Internet platforms, including Angie’s List, Yelp and Google. Considering Google accounts for nearly 90 percent of all search results, it makes sense to give that platform priority. Google created GMB (Google My Business) profiles to help businesses reach customers. Tis is a significant advantage for local businesses because search results are heavily influenced by location. Taking advantage of this opportunity gives you a legitimate shot at ranking on the first page of Google search results.”
“Too often a company’s marketing is the least planned and
goal-guided segment of their business operations.”
Other services are available to integrate that information across multiple social media platforms. One of these, Social Mention, defines itself as “a social media search and analysis platform that aggregates user generated content from across the universe into a single stream of information. It allows you to easily track and measure what people are saying about you, your company, a new product, or any topic across the web's social media landscape in real-time. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.”
Social Mention and other free services allow you to search these multiple social media platforms for key words, which could be your company name, the name of one of your products, or even a genetic term such as turfgrass, turf, sod or natural grass. You receive a list of “mentions” related to that keyword, along with an analysis of them which varies somewhat depending on the service you use. Alternative social media platform-monitoring tools, such as Mentionlytics, will “handle analytics and number crunching for you,” for a fee.
“No matter what market segments your company focuses on, referrals from satisfied customers are im- portant to your business growth.”
Tis type of tracking can be beneficial to your company if you use the information provided to fine-tune your social media outreach to improve your online presence and thus the image you project to your customers and potential customers. In addition, the information can help you determine how closely your online marketing fits your company’s goals.
Suz Trusty is co-editor of Turf News.
TPI Turf News January/February 2019
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