Buy my book today! http://bit.ly/bestbrandingbook Connect with me on LinkedIn: https://www.linkedin.com/in/edwindearborn/ Multi-channel Marketing: Benefits of Social Media With Google AdWords ​ Companies that sell branded products and services through local businesses market over both online and offline channels to local audiences. Online and offline multichannel marketing campaigns can either inform one another or are executed in isolation. A proportion of companies use their online marketing efforts to inform their offline advertising (i.e. they test keywords online to understand if they fit with customer intent before printing them in offline ads). Multichannel marketing refers to the practice by which companies interact with customers via multiple channels, both direct and indirect, in order to sell them goods and services. Companies use direct channels, or ones in which the company proactively reaches the customer – such as physical stores, catalogs or direct mail – or indirect ones in which they push content via websites or social media, also known as inbound marketing. Other means of reaching customers with multichannel marketing include via mobile devices, text messaging, email, company website, social media, search engine optimization (SEO) or GPS to track customers' proximity to goods and services. Multichannel marketing combines the practices of inbound and outbound marketing with the goal of reaching customers on the channel of their choice. In this way, the buying process is more controlled by the customer than the marketer. There are a number of perceived benefits to multi-channel marketing, but as any marketer knows, there’s always more to the story: Increased Awareness. The multichannel approach is about casting the widest net to get the maximum customer engagement. However, the multichannel approach only accounts for number of touch points, versus trying to give customers the best holistic experience throughout all touch points. Consistent Messaging. One benefit of multichannel marketing is the allure of a consistent brand message. It’s a challenge facing all companies, and one many are still trying to figure out. While a multichannel strategy can help ensure your brand has a consistent message, multichannel marketing itself usually results in siloed departments pushing their own messaging on their own channels. Channel Preference. Reach your customers on their preferred channel. Sounds perfect, right? Yes and no. For companies with a longer buying cycle, you need to hit potential customers more than once, and that means targeting them with the right message, in the right place, at the right time within their journey. Multichannel marketing may allow you to reach customers on the channel of their choice, but it does ... https://www.youtube.com/watch?v=IoZMCafPbQE

Bad Yelp and Google Reviews | How To Get Rid of Negative Yelp and Google Reviews [Ethically] Buy my book today! http://bit.ly/bestbrandingbook Contact me: http://www.edwindearborn.com/contact/ Connect with me on LinkedIn: https://www.linkedin.com/in/edwindearborn/ Small business owners, and those who work in the tourism and service industries, know the power of online reviews. While some negative reviews cast wild generalities over specific situations, they aren’t to be dismissed. The opinions of complete strangers have an incredible impact on consumers. Understanding how these reviews and their corresponding platforms work is critical for businesses looking to maintain a positive public reputation. A few questions we’re frequently asked are, “Can I remove bad reviews, or can I pay to have them removed?” Unfortunately, there is no current method to remove negative reviews from Google, Yelp, TripAdvisor, or the other major review platforms. This does not mean, however, that there’s nothing you can do about them. It’s important, as a business owner, to monitor and respond to online reviews – both good and bad – in order to connect with your customers and give context to their comments. You will undoubtedly come across instances where reviewers launch a full-on assault on your business’s integrity. The comments, themselves, are out of your control, but you can control your response. Avoid reacting defensively. Instead, apply the “customer is always right” mentality, and offer an honest apology. Bad reviews often result from customers who simply want their opinion to be heard. Show your customers you care they had a poor experience, and present an option to mend fences. Again, it’s better to be proactive with your responses, rather than reactive. So if you know that bad reviews are part of owning a business, shouldn’t you have a plan to combat them? One of the best ways to keep customers from coming across negative reviews is to simply bury them with significantly better ones! Put together a plan to suggest customers leave online reviews, after every transaction or interaction. This will increase the number of customers who participate in the review process, resulting in more positive reviews. Be sure to have your own processes in place to support great customer experiences, and the rest will take care of itself! Please Subscribe to my YouTube channel https://www.yelp.com/biz/edwin-dearborn-las-vegas Bad Yelp and Google Reviews | How To Get Rid of Negative Yelp and Google Reviews [Ethically] ... https://www.youtube.com/watch?v=jJVaXZ_q1Gk