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Ever had someone write a negative review or article about your company? It doesn’t feel very good. Hope it never happens to you, but if it does, you gotta get proactive in a hurry. Deal with negative article head-on rather than take a “wait to see what happens” attitude. There is no other way.

Negative Search Result Contents Impact the Brand:

  • Sales — Potential customers looking for information about your business will leave
  • Business Partnerships — Existing or future business relationships could suffer
  • Funding — Lenders may limit capital gain access or raise rates if they suspect your business is at risk
  • Employee Retention — Employee turnover and hiring costs increase if your brand reputation tanks
  • Market Capitalization — A company’s stock price may fall as investors flee for safer investments

Crisis Recovery Plans Explore/Define:

  • Internal/external stakeholders
  • Primary spokespeople for each communication channel
  • Communication infrastructure and redundancies
  • Decision-making chain of command
  • Access to emergency funds
  • Holding statements
  • Contingency plans

Digital Marketing Boosts Brand Reputation

To fix your brand’s negative content following a crisis then recover … understand how your search engine is involved. For example, Google’s algorithms use hundreds of ranking signals to determine the most relevant web pages for each search query. One such signal is topical relevance.

  • Through repetition, search engines then use topical relevance to draw connections between concepts (even if previously unrelated). So, Google may favor content about a corporate crisis if excessive articles recently published connect your brand with the event.
  • One solution is paid content — sponsored posts and earned media such as PR — to generate positive articles about your brand. Starbucks recently used this strategy to shift their brand’s narrative from racial bias training to banning plastic straws.

Reputation Management with No SEO Fails

SEO is labor-intensive and costly, but reputation management doesn’t work without a search engine optimization component. Publishing great content is only part of the strategy; you also must apply SEO best practices to rebuild your search landscape.

Optimize Your Social Profile and Post Regularly

Social networks rank very well for branded search queries. To be effective Google must receive properly coded and ‘active’ signals. Your profiles should include contact information, addresses, as well as a description highlighting your company’s name. Link it back to your website’s homepage, blog page, and other trusted sites.

Promote Your Best Online Content

Determine which favorable company mentions you want ranked on Google’s first page, then share these articles with your social channels to increase visibility and build backlinks to them. When appropriate include your brand name in the article’s title to help improve rankings.

SEO and digital marketing are the drivers of effective reputation management. Taking a proactive approach to brand protection allows you to attract potential customers and stave off negative or damaging news.

Pat Dwight
HQZ Experts

For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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21 May 2020 Published in Blog Written by

Online Marketing New Norms

Online marketing strategies have really changed in the past five years. Did you even know that Google makes changes to its algorithm over 500 times a year and each of those changes has an

impact on where your business appears in search results? I sure did not.

Remembering when Google discovered “top” websites in organic searches and found old friends, checked out Wikipedia or served as a lazy man’s spellcheck. And now, when it is more important than ever for your website to get found, it is paramount that you make “key” website search terms that rank your business higher which in turn will get your business found!

Tactics to Increase Your Web Visibility:

  • Focus on Getting Reviews on the Top 3 Directories: Google, Yelp and Facebook. Even though fake reviews are a growing problem, they remain a leading trust-builder and key factor in consumer research. Remember to respond to both negative and positive reviews; many consumers watch for those responses to determine whether to do business with your company or not. 
  • Optimize A Google-My-Business (GMB) Profile. While your website is ever important, visiting your website will be the first action taken after reading reviews. Take heed of the little in-search-website that Google provides - your GMB profile answers many of the questions your customers or potential customers ask:
  • Are you still operating during shelter-in-place orders?
  • What is your phone number?
  • What are your business hours?
  • What services do you provide?
  • What areas do you serve?

Google examines your GMB profile first when a searcher looks for your business or clicks on your business in maps… a good reason to make it a valuable resource your business is a good find. Currently it is a free tool that helps your business attract and win customers.

  • Engage Customers on Social Media – Consider Facebook Ads. More people are engaging brands on their favorite social media platforms and using platforms like Facebook to search for local businesses. This is especially true right now as more people are at home ‘glued’ to their computers. So, this is a great time to post engaging content and interact with customers on your business social media pages ... engage, inform, and get to know them. Service businesses doing this are winning via Facebook Ads. And, doing so will be important when Google twilights the third-party cookies that drive targeted ads on its platform. 
  • Focus on SEO, Not Rankings. Everyone wants their website to rank No. 1 and they tend to panic when Google inserts yet another result before organic results. Not to worry – just ensure that your website is optimized, mobile-friendly, engaging/interesting, and informative. Do not obsess over rankings. Searchers are savvy to ads; they know that even if a website or ad is first, it may not be the best choice.
  • Operate Where Customers Are. If your prospects and customers are on Facebook and Instagram (strongly likely), make sure you are active on those platforms, answering questions, replying to messages, and providing helpful information. The point is that your reputation is more than just what your website says about you. And your customers have expectations that you will respond in a timely manner, engage with them, and provide feedback … so think about your online presence holistically. 

Suggestions to Explore: Review all your “messaging” right now - check for tone and relevance. As we have all witnessed in the past four months, a sudden world-changing event can destroy the sales pitch that worked so well back then. Remember, your world has changed, but so has those prospects and customers. Consider their frame of mind today vs. what it was two months ago then implement realistic messages that are both appropriate and will benefit THEM.  

No, you are not the master of the universe, but you can focus on the things within your control. Doing so will keep you in the game today and be out in front of what is in store for tomorrow.   

For more information, contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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Sadly, doing a ‘good thing’ by enforcing mandatory work-from-home policies has opened new doors for hackers. As many U.S. companies tell their employees to stay at home to fight the COVID-19 epidemic, home workers are vulnerable of becoming the weak link in the computer security chain.

Now that thousands of our workforce has shifted to ‘telework’ … the hack-attacks have escalated. Employers and newly remote employees should be prepared for a jump in fraudulent emails about COVID-19. Uploading unproven links in random, unknown emails has exploited flaws in popular software such as Adobe Flash and browsers including Google Chrome, Mozilla Firefox, Microsoft Internet Explorer and Edge.

Sad but true - cybercriminals have weaponized some vital software - Johns Hopkins Coronavirus Map where it now is filled with malicious software,

Home Networks have become a serious challenge/threat for two high-level security challenges brought about by remote work.

  • When working within a “security team” you lose control of the environment in which the users work ... for instance, have they secured their own home Wi-Fi?”
  • IT team members MUST gain access to resources required to do their job. This means that your [new company’s] network perimeter must now include your employee's home -or- the coffee shops where they work. Some security programs are ready for this, but some just will not be.

Just be aware that home smart devices - many of which are built without security - are a key point of vulnerability for remote workers. In addition, people working from home are easily distracted, since they are used to working in the office, and likely causes mixing work with personal email and web browsing … and thereby potentially increases the risk of clicking on malware links.

Ways Employers Make “Working at Home” More Secure for Their Company

  • Implement a multifactor authentication requirement for privileged users accessing the most sensitive/critical access to Internet-facing services. Multifactor authentication is a security measure requiring a user must provide two or more pieces of ID data (factors) to gain access to a device. This second security measure provides a password as well as a temporary passcode too.
  • Ensure that the employee understand how to check common modem and router settings to confirm optimum security settings; recommend updating home Wi-Fi passwords.
  • Employees must be watchful of receiving increased emails claiming to be from “senior staff” requesting bank transfers or gift card purchases that are illegitimate.
  • Understand that self-isolation can cause normally rational people “to let their guard down” and believe scams. The Secret Service warned Americans about “phishing” - a widely-used scam where emails appear to be from a reputable company, such as a major bank or tech company, seeking victims to hand over sensitive personal information (usernames, passwords and credit card information). Cybercriminals are exploiting the COVID-19 crisis by sending emails appearing to be from legitimate medical and or health organizations. Some examples of this:
    • Victims got a fraudulent email from a fake medical organization with attachments purporting to have important information about COVID-19. By clicking the attachment, malware automatically infected their system or prompted the victim to enter their email login credentials, to complete the task.
    • Hackers and cybercriminals are all taking advantage of the Coronavirus outbreak; especially when there is a public health crisis or catastrophe in which people are desperate to find more information.
    • Another scheme uses social media to dupe victims into donating to bogus charitable causes. “Criminals are exploiting the charitable spirit of individuals,” according to the advisory.
    • A tragic fraud to watch for is “non-delivery scams” where, frauds pose as a “company” selling medical supplies used to prevent or protect against the COVID-19 … demanding payment or deposits up front but never deliver the products.

Since working from home may become more widely popular for many companies … even when isolation is not as critical, employers will be required to ensure that their employees have all the tools needed to do their jobs as well as have the necessary tools to keep company communications (voice and electronic) secure from cyber creeps.

Choosing to work with a virtual team can save jobs in this uncharted environment.

Be prepared and good luck.

We can assist your business connect with your customers during these challenging times.

Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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Remote Employees’ Survival Tips

Looks as if the immense upheaval our culture and businesses have experienced may be the new norm … at least for a while. The crisis presented by Covid-19 has businesses urging, and mandating, that employees work from home. Approximately 25% of the workforce was already working at home by choice, but the new policies leave many employees — and their managers — working from a home office and separated for the first time. If you and your employees have never worked remotely 100% of the time, doing so requires big adjustments.

Shifting to a fully remote team requires creating and implementing the right practices. From the employee’s perspective, the new working remotely ‘normal’ requires rethinking and adjustment to remain productive and tamping down their stress level.

When working remotely, implementing effective guidelines is critical for success.

  • Designate a Workspace: It is easier to stay focused if you designate a specific area in your home to get work done. This ‘office’ should provide you with both quiet and privacy.
  • Comfortable Environment: Have the right equipment to remain efficient and productive. You must include a desk, telephone, printer, an ergonomic chair, office supplies and a desk lamp. Basics also include a computer and high-speed Internet connection that can support video conferencing.
  • Boundaries: Most likely your spouse, children and pets are all in close quarters so establish signals so they’ll know when to leave you alone … when the door is closed, that means that you’re on the phone and can’t disturbed.
  • Overcommunicate: Since your traditional office where seeing and talking to co-workers is changed, communication with them from afar remains very critical. Communicate frequently with your boss and clarify what is expected of you. Beyond that, reach out to co-workers and managers regularly through emails or by phone. Then talk with your clients/customers to reassure them you are there.
  • Online Tools: Email alternatives (Slack) help workflow and offer social outlets. Telephone conversations remain important. Video teleconferences add another sensory element to your interactions because they enhance team unity and productivity.
  • Do Not Overdo It: When working remotely it is easy to lose track of time. So, give yourself a break and take a lunch break and step away from your computer, walk around or step outside. This helps you feel refreshed and ready to get back to work. Pull yourself away, even if it is for just a few minutes.

Employers’ Remote Management Survival Tips


Since it requires a strong communication system to work well, trust is vital when employees work remotely. Whether you schedule regular calls or use apps for video meetings any scheduled team meetings must be treated as seriously as if it a ‘face’ team event.

Considering your team as “local” rather than “remote” allows everyone to adjust to a virtual team dynamic and quickly shift into an alternative work style meant to improve the general level of trust and strength in this new relationship.

To build and maintain a strong working relationship with your remote team set clear parameters from the start since doing so is essential to achieve the intended results. They must have set deliverables and should be manageable with the same expectations from on-site employees.

Prioritize Security

Security for all business owners must become more important when you require employees working remotely to access company networks and data. Experts recommend that all connections made to the company are done through a VPN (Virtual Private Network) that either leverages SSL (Secure Sockets Layer) or IPsec (Internet Protocol Security) which encrypt communications from the remote teleworker’s machine. This absolutely ensures that your system and the end user is protected.

 

Whether your employees use your equipment or their own, their working environment must be 100% secure. Ensure they have the right software in place to protect their hardware and they are fully versed on dealing with malware issues.

To support your virtual team in doing this, establish an online IT support - whether they choose to work in their own homes or in public spaces. Fully protected hardware is the first step in ensuring a secure working environment for remote workers and guarantees trust between the employer and employee.

Utilize Productivity Tools
Multiple team member projects cannot be slipshod. It is very important to make use of the proven tools designed to make work processes quicker, more effective, and less likely to result in error. Some of the most popular and useful productivity tools include:

  • Trello: A project management tool but it can be used as a diary, a way of actioning tasks, sharing responsibilities or even as an editorial calendar.
  • Slack: Allows for quick instant messages in the place of long email chains and is a much more reactive option for teams who need quick responses or if you need to speak to a team publicly and collect their responses where all can see. It is easier and much less annoying than multiple emails.
  • Google Drive / Dropbox: For managing files in shared folders. The bonus many people find with Google Drive is easily compatible with almost any device and you have full access to the Google suite of software tools.
  • Evernote: Organize your thoughts into notebooks, to-do lists and more ensuring you can find what you need when you need it. It is great for brainstorming sessions, writing quick blog posts, and keeping your thoughts in one place to look back on when needed.

Choosing to work with a virtual team can save jobs in this uncharted environment. Virtual employees develop strong and long-lasting team relationships and celebrate successes together. Finally, remote working builds a business that exceeds client expectations while retaining valuable, motivated employees on your payroll.

Pat Dwight

We can assist your business connect with your customers during these challenging times.

Contact Pat Dwight: This email address is being protected from spambots. You need JavaScript enabled to view it. or call: 949-454-6149.

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