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The Role of Continuous Improvement Training in Web Marketing

Web marketing evolves quickly. Algorithms change, consumer behavior shifts, and new tools emerge almost monthly. For Ohio businesses and digital teams across the U.S., success depends not just on adopting the latest tactics but on creating systems that encourage ongoing learning and adaptation. This is where continuous improvement training for marketing teams Ohio businesses rely on becomes critical.

In this article, we explore why training matters, how it supports a quality culture in web marketing, and what specific methods deliver results.

Why Continuous Improvement Training Matters

Marketing is not static. Search engines update their algorithms thousands of times each year, with major updates reshaping rankings and visibility. Without ongoing learning, teams risk falling behind competitors who adapt faster.

The benefits of training are measurable. According to HubSpot’s 2023 State of Marketing Report, 61% of marketers say that continuous learning and skills development significantly improved campaign performance. When teams build habits of analyzing results, sharing lessons, and applying new knowledge, they deliver stronger outcomes.

For businesses asking, “Why should my Ohio business invest in continuous improvement training for SEO?” the answer is simple: it ensures your marketing dollars continue to generate value in a shifting digital environment.

Training SEO Best Practices for In-House Teams

In-house teams often know the business better than any external agency. But without structured learning, they may miss out on industry-standard SEO practices. Effective training SEO best practices for in-house teams USA should include:

  • Technical SEO: Site speed, mobile optimization, and crawlability.

  • Content Strategy: Keyword research, on-page optimization, and user intent alignment.

  • Analytics and Reporting: Using tools like Google Analytics 4 and Search Console to measure results.

  • Local SEO: Optimizing Google Business Profiles and location-based keywords for Ohio markets.

By formalizing training around these areas, teams gain confidence and consistency in executing campaigns.

Building Quality Culture via Training in Web Marketing

A quality culture means every employee feels responsible for results, not just leadership or managers. In marketing, this involves:

  1. Embedding Learning into Daily Work
    Training should not be a once-a-year workshop. Regular sessions, feedback loops, and peer learning help integrate knowledge into ongoing campaigns.

  2. Encouraging Data-Driven Decisions
    Instead of guessing which content will perform best, teams should use analytics to test, refine, and improve continuously.

  3. Cross-Functional Collaboration
    Web developers, designers, and content creators all play a role in SEO. Training ensures these groups understand shared goals and avoid siloed decision-making.

According to a 2023 Deloitte Insights report, companies with strong learning cultures are 52% more productive and 92% more likely to innovate. For marketing teams, that means campaigns that adapt faster and perform better.

What Continuous Improvement Methods Work for Digital Marketing Teams?

For businesses asking, “What continuous improvement methods work for digital marketing teams?”, several proven approaches stand out:

  • Kaizen Approach: Focus on small, incremental improvements rather than massive overhauls. For example, optimizing one page per week instead of redesigning the whole site at once.

  • Agile Marketing: Adapting the agile framework from software development, teams work in sprints, evaluate progress, and adjust quickly.

  • Post-Campaign Reviews: After each campaign, document successes, failures, and action steps for the next effort.

  • Benchmarking Against Competitors: Regularly compare performance metrics to Ohio and national competitors to identify gaps.

  • Certifications and External Courses: Google Analytics, HubSpot Academy, and other programs keep skills current.

These methods help create a cycle of learning, applying, and refining that drives lasting improvement.

Practical Steps for Ohio Businesses

Ohio businesses that want to implement continuous improvement training for marketing teams can start small:

  1. Schedule Monthly Training Sessions: Even one hour a month creates momentum.

  2. Build a Knowledge Hub: Collect resources, case studies, and internal notes for easy reference.

  3. Assign Peer Trainers: Encourage employees who master new tools to share knowledge.

  4. Track Training ROI: Measure improvements in rankings, leads, or conversions after each training cycle.

For those wondering, “How can I train our marketing team for better quality and results?”, the key is to treat training not as an expense but as an investment in long-term competitiveness.

Trends Supporting Continuous Training

Recent data underscores the urgency:

  • 68% of marketers reported that keeping up with search engine changes was their biggest challenge in 2023 (Search Engine Journal).

  • Businesses that invested in team training saw a 37% increase in digital marketing ROI compared to those that did not (LinkedIn Learning, 2023).

  • Remote and hybrid work models have increased the demand for structured training programs to ensure consistency across teams.

For Ohio businesses, where competition is increasingly digital-first, training helps level the playing field against larger national firms.

Continuous training is no longer optional for web marketing teams. It ensures that employees stay aligned with best practices, builds a culture of accountability, and delivers measurable improvements in performance.

By embracing continuous improvement training for marketing teams Ohio, investing in training SEO best practices for in-house teams USA, and embedding a quality culture via training in web marketing, companies position themselves for sustainable success.

Atomic Interactive helps Ohio businesses design training programs that build lasting skills, improve SEO, and create teams equipped for the future of digital marketing.

Contact us to get started on strengthening your marketing team with continuous improvement training that drives results.

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Leveraging ISO and Certifications to Grow Trust with Ohio Clients

In today’s competitive digital marketplace, businesses are not only judged on the quality of their work but also on the systems and processes that support it. For Ohio-based web design and development firms, certifications such as ISO can be powerful tools for building credibility, improving operations, and strengthening relationships with clients.

This article explores the ISO certification benefits for Ohio web agencies, explains how ISO-driven quality culture attracts clients USA, and examines how certification audits create trust and transparency in marketing and web development services.

Why ISO Certification Matters in Web and Marketing Firms

When people hear “ISO certification,” they often think of manufacturing or engineering. But the principles apply just as strongly to digital agencies. ISO standards are designed to ensure consistent quality, accountability, and client satisfaction.

For a web design or development agency, this means demonstrating:

  • Reliable project management practices

  • Clear communication with clients

  • Data protection and security protocols

  • Measurable commitment to continuous improvement

Clients are increasingly asking: “Why getting ISO certification can help my web design business in Ohio?” The answer lies in trust. Certification shows that your agency is not only creative but also disciplined and accountable.

ISO Certification Benefits for Ohio Web Agencies

  1. Enhanced Credibility
    Certification is a visible badge of quality. It reassures Ohio clients that the agency follows international best practices and holds itself accountable.

  2. Operational Efficiency
    ISO frameworks encourage streamlined processes, reducing rework and ensuring smoother project delivery.

  3. Client Confidence
    Certification tells clients that quality is not just promised—it is independently verified.

  4. Market Differentiation
    For agencies in Columbus, Dayton, or Cincinnati, standing out in a crowded market is critical. Certification provides a competitive edge.

  5. Scalability
    As agencies grow, ISO systems make it easier to maintain consistency and manage larger projects.

What Does an ISO-Driven Quality Culture Look Like in a Web Agency?

An ISO-driven quality culture extends beyond certification paperwork. It reshapes the way an agency operates:

  • Leadership Commitment: Management prioritizes quality, not just deadlines.

  • Employee Engagement: Teams are trained and empowered to identify and solve problems.

  • Continuous Improvement: Projects are evaluated not only for outcomes but for lessons that inform future work.

  • Client-Centric Focus: Feedback is systematically collected and applied to improve service delivery.

In practical terms, this could mean a developer double-checking code against documented standards, or a project manager ensuring every milestone is reviewed before moving forward. Small shifts add up to a culture of accountability and excellence.

How Certification Audits Build Trust with Local Clients

Certification audits are often viewed as a burden, but they offer unique advantages:

  • Transparency: Audits require agencies to maintain documentation, which creates visibility into processes.

  • Consistency: Clients benefit from the assurance that projects will follow structured workflows every time.

  • Risk Reduction: Stronger processes minimize errors, missed deadlines, and budget overruns.

  • Proof of Quality: Instead of just claiming high standards, agencies can show audited evidence of performance.

For Ohio businesses that rely on digital partners, the question is no longer “Do you offer web design?” but rather “Can you prove that your services meet international quality standards?”

Do Small Agencies Need Certification?

Some small web agencies may wonder if certification is worth the investment. The answer depends on goals:

  • For startups: ISO certification can help secure larger contracts and build trust early.

  • For growing agencies: Certification provides the structure needed to scale effectively.

  • For established firms: Certification reinforces professionalism and supports entry into regulated industries such as healthcare or finance.

Research from the International Organization for Standardization (ISO, 2023) shows that over 1.2 million companies worldwide hold ISO 9001 certification, including a growing number of service-based firms. The trend reflects recognition that trust and consistency matter across all industries.

ISO and Client Expectations in the U.S.

American clients are becoming more discerning. A 2024 PwC survey found that 59% of U.S. consumers will stop doing business with a company after several bad experiences, even if they previously trusted the brand. This underscores the importance of structured quality systems.

For Ohio web agencies, ISO certification is not just about compliance—it is about meeting rising client expectations for reliability, security, and accountability.

Building a Certification Strategy

For agencies considering certification, the process can be broken down into manageable steps:

  1. Assess Readiness: Conduct internal audits to identify current strengths and weaknesses.

  2. Select Standards: ISO 9001 for quality management, ISO/IEC 27001 for information security, or industry-specific certifications.

  3. Engage Employees: Involve staff in documenting processes and suggesting improvements.

  4. Work with Auditors: Certification audits for marketing & web dev firms Ohio are best seen as opportunities for external validation, not as obstacles.

  5. Promote Certification: Once achieved, use certification as a marketing asset to build client confidence.

Conclusion

In a competitive Ohio marketplace, certification can be the differentiator that earns client trust. By embracing an ISO-driven quality culture, agencies demonstrate discipline, accountability, and commitment to excellence. Certification audits provide the proof clients seek, reinforcing credibility and opening doors to larger opportunities.

Atomic Interactive helps agencies and businesses leverage certification strategies that strengthen operations and build long-term trust with Ohio clients.

Contact us to get started on creating a quality culture and certification plan that drives growth and credibility.

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Affordable Web Design + SEO Packages for Ohio Small Businesses

For many small businesses in Ohio, a professional online presence is no longer optional. Customers expect well-designed websites that load quickly, function seamlessly on mobile devices, and appear in local search results. The challenge is that smaller companies often operate on limited budgets, making it difficult to balance the cost of web development with effective digital marketing.

The good news is that affordable, bundled solutions are available. Choosing a budget web design & SEO bundle Ohio small business owners can rely on ensures that even startups and local companies can compete online without overspending.

Why Bundled Web Design and SEO Matters

Many businesses treat web design and search engine optimization (SEO) as separate projects. They build a website first, then try to optimize it later. This often leads to higher costs and missed opportunities.

Bundled web design + search engine optimized marketing Ohio package solutions offer several advantages:

  • Cost savings: Packages combine services into one streamlined investment.

  • Integrated strategy: SEO is built into the site from the ground up.

  • Simplified management: Businesses work with one partner instead of juggling multiple vendors.

  • Faster results: Well-optimized sites begin gaining traction on search engines sooner.

What Is a Good Price for Web Design and SEO in Ohio?

Pricing depends on scope, features, and level of customization. According to Clutch’s 2024 survey of small business digital spending, the average small business website in the U.S. costs between $2,000 and $9,000, while ongoing SEO can range from $500 to $2,000 per month depending on competitiveness and goals.

For Ohio specifically, costs are often more competitive than national averages because of lower operating expenses. Many small businesses can secure a cost-effective SEO & web dev for startup Ohio package starting at a few thousand dollars for design and several hundred dollars monthly for SEO.

The key is value: the best package is not the cheapest but the one that aligns with growth goals and generates measurable ROI.

Can a Small Business in Ohio Get Quality Web and SEO Without Huge Budget?

Yes. The perception that only large companies can afford high-quality websites and digital marketing is outdated. Affordable options exist when businesses focus on essentials:

  • Professional templates customized for branding: Reduces design hours while maintaining a polished look.

  • Local SEO focus: Instead of targeting broad, national keywords, optimize for Ohio-specific searches like “bakery in Dayton” or “IT support Cleveland.”

  • Scalable solutions: Start with a foundational package and add advanced features as the business grows.

  • Data-driven decisions: Track analytics and invest more only when results prove the value.

According to a 2023 HubSpot report, 64% of small businesses said SEO delivered better returns than traditional advertising, underscoring that even modest investments in optimization can pay off.

How to Choose a Package That Includes Web Design and SEO That Fits Your Budget

When evaluating providers, small businesses should look for:

  1. Transparent Pricing
    Packages should clearly outline what is included—design hours, number of pages, SEO services, and ongoing support—so there are no hidden costs.

  2. Local Market Understanding
    An Ohio-based provider knows the competitive landscape, customer behaviors, and local search nuances.

  3. Comprehensive Services
    A strong package should include responsive web design, keyword research, on-page SEO, technical optimization, and local business listings.

  4. Proven Results
    Look for case studies, reviews, or testimonials from other Ohio businesses.

  5. Scalability
    The right partner offers flexibility to expand services as your business grows, such as adding e-commerce functionality or advanced content marketing.

Trends Impacting Small Business Web Design and SEO

Recent data highlights why investing in a combined approach is so important:

  • Mobile traffic now accounts for over 60% of global web traffic, making responsive design essential (Statista, 2024).

  • Google’s local search algorithm increasingly favors businesses with optimized Google Business Profiles and consistent local citations (Search Engine Journal, 2024).

  • Websites that load within 3 seconds are 32% less likely to see users bounce, highlighting the importance of technical optimization (Google, 2023).

These trends confirm that small businesses cannot afford to neglect SEO when building or redesigning a site.

The Ohio Advantage

Ohio small businesses enjoy a unique position. With lower costs of living and a strong entrepreneurial culture, local companies can invest in digital growth without the overhead that firms on the coasts face. Partnering with a regional provider ensures tailored solutions that align with both budget and business goals.

Affordable web design + search engine optimized marketing Ohio package options allow small businesses to create a professional online presence and compete effectively in their markets. By choosing the right partner and focusing on value-driven solutions, even companies with limited resources can achieve meaningful digital growth.

Atomic Interactive specializes in delivering budget web design & SEO bundle Ohio small business solutions, with a focus on scalability, transparency, and measurable results.

Contact us to get started on building a cost-effective digital strategy that fits your budget and fuels your growth.

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Local SEO in Ohio: Practical Tips to Rank Higher in 2025

For small businesses across Ohio, showing up online is no longer optional. Customers use Google every day to find nearby restaurants, contractors, healthcare providers, and retailers. According to BrightLocal’s Local Consumer Review Survey (2024), 98% of consumers used the internet to research local businesses in the past year, and nearly half rely on Google Maps for directions and recommendations.

The question many business owners ask is: “How can my Ohio business rank higher on Google Maps?” The answer lies in investing in the right Ohio local SEO strategies for small business—practical, data-driven steps that improve visibility and attract more customers in 2025.

Why Local SEO Is More Important Than National SEO for Ohio Companies

For most Ohio companies, competing for national search terms is neither realistic nor profitable. What matters is winning visibility in your community. A boutique in Dayton does not need to outrank national retailers; it needs to appear when someone searches “women’s clothing Dayton Ohio.”

Local SEO connects businesses with high-intent customers. According to Google, 76% of people who search for something nearby visit a related business within 24 hours. That is why local SEO is more important than national SEO for Ohio companies—it drives traffic that converts.

How to Rank Higher on Google Maps in Akron Ohio

Google Maps is now a central hub for local discovery. To optimize your Akron business listing, focus on:

  1. Google Business Profile Optimization
    Complete every field: name, address, phone, hours, categories, services, and photos. Profiles that are 100% complete are more likely to rank in the top three local pack results.

  2. Customer Reviews
    A Moz report (2023) confirmed reviews are among the top factors for local rankings. Encourage satisfied customers to leave feedback, and respond to reviews quickly.

  3. Consistency Across Platforms
    Your business name, address, and phone number (NAP) must be consistent across directories, websites, and social media.

  4. Localized Content
    Add city-specific pages and blog posts that include terms like how to rank higher on Google Maps Akron Ohio.

  5. Photos and Updates
    Businesses that post regular photos and updates see higher engagement rates and stronger visibility.

Local SEO Checklist for Ohio Service Providers

To simplify the process, here is an SEO checklist for Ohio service providers to follow in 2025:

  • Claim and fully optimize your Google Business Profile

  • Standardize NAP across all directories and citations

  • Build local citations on sites like Yelp, Angi, and BBB

  • Publish content targeting Ohio-specific keywords and questions

  • Add schema markup for local business information

  • Prioritize mobile-friendly, fast-loading websites

  • Encourage customer reviews and respond promptly

  • Track performance using Google Analytics 4 and Search Console

On-Page and Technical SEO with a Local Twist

Even traditional SEO needs local adaptation:

  • Title Tags and Meta Descriptions: Include city and service names (“Plumbing Repair in Columbus Ohio”).

  • Header Tags: Use questions like “What local SEO techniques work best in Ohio right now?” to capture voice search.

  • Alt Text: Describe images with geographic relevance.

  • Internal Linking: Connect local landing pages for better crawlability.

Speed also matters. Google reports that websites loading within three seconds have 32% lower bounce rates than slower ones, directly influencing rankings.

Why Reviews and Reputation Are Key

Customer trust is both a ranking factor and a conversion driver. BrightLocal found that 87% of consumers read online reviews for local businesses in 2024, and most will not engage with companies rated below 3 stars.

Practical steps include:

  • Asking customers for reviews after purchases or services

  • Creating QR codes that link directly to your Google review page

  • Responding to every review to demonstrate engagement and professionalism

Content Marketing for Local SEO

Publishing Ohio-focused content is an underused but powerful tactic. Examples include:

  • Blog posts on “Top 5 Marketing Tips for Small Businesses in Columbus”

  • Guides like “How to Choose a Contractor in Akron Ohio”

  • FAQs answering common local search queries

This content not only targets specific keywords but also positions your business as an authority in the community.

What Local SEO Techniques Work Best in Ohio Right Now?

Based on 2024 data and current trends, the most effective local SEO practices are:

  • Fully optimized Google Business Profiles

  • City-specific landing pages and blog content

  • Consistent citation building

  • Fast, mobile-friendly websites

  • Active review management

  • Schema markup for local businesses

When combined, these techniques provide Ohio businesses with sustainable visibility in local search results.

Conclusion

Local SEO is not just about search rankings—it is about being found by the right customers at the right time. By following Ohio local SEO strategies for small business, optimizing for Google Maps, and applying the SEO checklist for Ohio service providers, companies across the state can build stronger connections with their communities.

Atomic Interactive helps Ohio businesses create practical local SEO plans tailored to their industry, goals, and geography.

Contact us to get started on ranking higher in 2025 and reaching more of the customers who matter most.

How To Use Social Media To Grow Your Website

Social media can be a powerful tool for driving traffic, engagement, and growth for your website. Here’s how to leverage social media effectively to help your website grow.

Share links to your website’s content on your social media profiles. When your followers click on these links, it drives traffic to your site.
Use eye-catching visuals, engaging captions, and compelling headlines to entice users to click through to your website.
Brand Awareness:

Consistent social media activity helps raise awareness of your brand, increasing your website’s visibility.
Share your website’s content, promotions, and updates regularly to keep your brand top-of-mind for your audience.
Content Promotion:

Share blog posts, articles, videos, infographics, and other website content on your social media platforms. This extends the reach of your content beyond your website’s visitors.
Use hashtags and keywords relevant to your niche to make your content discoverable by a broader audience.
Engagement and Interaction:

Use social media to interact with your audience. Respond to comments, answer questions, and engage in conversations.
Engaging with your audience fosters a sense of community and encourages users to visit your website for deeper discussions or information.
User-Generated Content:

Encourage your social media followers to create and share content related to your brand, products, or services. User-generated content can serve as authentic endorsements and attract new visitors to your website.
Promotions and Contests:

Run social media promotions, contests, and giveaways that direct users to your website. Make participating in these events fun and rewarding.
Use this opportunity to collect user data, such as email addresses, to grow your subscriber list.
Live Streaming and Webinars:

Host live streaming sessions or webinars on social media that provide valuable information or entertainment. Promote these events on your website and encourage attendees to visit.
Live sessions allow for real-time engagement and Q&A, building a stronger connection with your audience.
Visual Platforms:

Leverage visual social media platforms like Instagram and Pinterest if your website features products, designs, or visually appealing content.
Share high-quality images, videos, and infographics that showcase your offerings and link back to relevant pages on your website.
Social Sharing Buttons:

Add social sharing buttons to your website’s content. This makes it easy for visitors to share your articles, products, or pages with their own social networks, increasing your reach.
Targeted Advertising:

Use social media advertising platforms (e.g., Facebook Ads, Instagram Ads, Twitter Ads) to target specific demographics, interests, and behaviors.
Craft compelling ad campaigns that drive users to your website’s landing pages.
Analytics and Insights:

Monitor social media analytics to track engagement, click-through rates, and conversion metrics.
Use these insights to refine your social media strategy and focus on the platforms and content that yield the best results.
Consistency:

Maintain a consistent posting schedule to keep your audience engaged. Create a content calendar to plan and schedule posts in advance.
Experiment with different types of content, such as images, videos, polls, and stories, to keep your social media presence fresh and engaging.
Cross-Promotion:

Collaborate with influencers or other businesses in your niche for cross-promotional efforts. These partnerships can introduce your website to a broader audience.
Social Proof:

Showcase social proof on your website by displaying social media icons and follower counts. High numbers can instill trust and credibility in your brand.
Mobile Optimization:

Ensure that your website is mobile-friendly, as many users access social media from mobile devices. A seamless mobile experience can lead to higher click-through rates.
By integrating social media into your overall digital marketing strategy, you can tap into the vast user bases of social platforms to drive traffic, increase engagement, and ultimately grow your website’s audience and influence.

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How To Combine Customer Service With Social Media

Social Media & Reputation Management

What if I said you could eliminate a lot of customer service headaches by using social media?

Imagine going to your favorite fast-food joint and getting home noticing your hamburger doesn’t have the pickles you ordered on it. You love this place so you don’t make it a big deal, you simply go back and have them correct the order. A week goes by and you’re craving a juicy burger again so you go back. Low and behold, you get back to the house and they didn’t put pickles on your burger again. This time you go back, but you’re a little upset considering this place has always made good food and provided great service. What do they do? They correct the order and give you a gift card to use at a later date for the inconvenience. Ever since, your favorite place to get burgers have never messed up an order. They corrected the problem and you’re back to living the good life. Now let’s say you had the same problem at your favorite bakery, but they never corrected the problem and were quite rude to you during the process. Do you think you’ll go back to that bakery? Probably not; you might even write a negative review. Hey, you might even write the review on social media.

 

Use Social Media as a CRM Tool

Clearly, social media holds some weight and can be used in many different ways. The use of social media has limitless possibilities, one being a tool for customer reputation management. If a person or company has done business with you for a lengthy amount of time, but been having similar issues with your product or service as you did at the burger joint, they would want the problem to be corrected. Social media can be a valuable customer service tool so you can make things right with your customers and make sure they keep doing business with you.

 

What Can Using Social Media as a CRM Tool Do?

  1. Stop negative reviews and save face with your consumer
  2. Let you be where your customers are (this definitely goes for B2B companies as well. Whether you’re dealing with consumers or companies, everyone is on social media.)
  3. Help you listen to what your customers are saying
  4. Answer questions quickly without making people wait on the phone
  5. Provide transparency to your business, which people like!
  6. Shall I continue?

 

Final Thoughts

Social media is here to stay and should be a significant part of your marketing campaign. As you can see, social media can play a pivotal role for customer service as well as many other ways too.

 

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How to Get Reviews for Your Business

How do You Get People to Review Your Business?

For most industries, it can be difficult to get positive reviews. This is most certainly something to focus on considering Google’s algorithm penalizes your company’s organic search results if you have negative reviews.

Bounce Back From Negative Reviews

Have you ever went to Amazon to buy something but looked at the reviews and because most were negative, you decided not to make a purchase?  Most of the time that’s because your customers don’t usually review their gym, grocery store, retail store, and most especially, B2B companies and their products. Most consumers typically review when they have a negative experience.  So what does that mean exactly? Is your company and/or products tarnished for life or will those negative reviews hurt your sales or reputation? The truthful answer is that it absolutely can, but there is also good news: you can bounce back from it. All you have to do is ask for positive reviews from happy customers. Sounds easy, right? Well, let’s take this one step at a time.  

Tip The “Review-Scale”

Capitalize on your happy customers and have them fight on behalf of your brand. As mentioned earlier, i’m sure you have been to Amazon and saw a product or company that had a significant number of negative reviews. I’m also certain you saw negative reviews at one time, but you decided to purchase anyway because the positive reviews drastically outweighed the negative ones.  It’s all about tipping the scales back in your favor and making sure the bulk of your reviews are positive.

Ask for Reviews in Person:

The best way to get reviews is by asking in person. Asking for reviews in person is much more personal than an online initiative, especially if you and the customer had a great experience. For example, let’s say you walked into a health and wellness store, but you don’t know what products would be best for you. When you ask an associate for help, they steer you in the right direction and you two have a lengthy conversation that included anything and everything. If that customer asked you to give an online review so it helped him and  others who are researching where to shop, you would probably be more inclined to do so.

Another way to gather positive reviews is by providing incentive. Research has shown most people respond to free incentives and give-a-ways. For instance, you could start a campaign that gives the customer a chance to win $100 (You may want to do something else, but that’s a start.)

Ask for Reviews via Email

Another way is by asking via email. If you already met the customer, there shouldn’t be a problem reaching out through email. Obviously, if the customer wasn’t happy with the experience then it’s best to leave that person out. You can find out by pre-screening your customers by survey so you don’t rack up the negative reviews (though, let’s hope that never happens.) Email may not perform as well as asking in person, but is still a valuable option to gain positive reviews.

Here are some of the best practices for your email request letter:

  1. Have the email come from a real person’s email address (Even better, have it come from a name they’d recognize, such as someone they worked with).
  2. Have the email written as a personal request from that same person.
  3. Have a very clear call-to-action link/button. Remove random social media or website footer links — just as with good conversion rate optimization, have a singular goal of users clicking the review button.
  4. Test using a plain-text email versus an HTML email.
  5. Test different subject lines: We’ve found that using the person’s name in the subject line works well in many instances but falls completely flat in a few others.
  6. Test different email copy to see what performs best.

One way to ensure success of any review-gathering initiative is to make sure everyone in the organization is on board and stress its importance. Ways you can do this is by:

  1. Making better reviews a top-down focus; executives need to communicate the importance.
  2. Obtaining organizational buy-in on the importance of reviews by helping employees understand the direct impact they have on the business.
  3. Training key employees on how to ask for reviews.
  4. Developing a scorecard that tracks reviews by locations (similar to our SERP score, but for reviews).
  5. Providing bonuses and awards for the locations that have the best online reviews.

Final Thoughts

As with any good campaign, you must strategize and go through a series of tests. See what works best for you and your customer base. Just make sure you’re focusing on gathering  positive reviews, you’ll thank yourself that you did.

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Should your B2B company be using social media

Should your B2B company be using social media?

The answer is a resounding yes. I hear this question all the time, especially when talking to companies about their marketing. Most B2B companies have hopped on the social bandwagon and know social media is a valuable marketing outlet, but they don’t know how it fits into their business model. Most B2B business owners or presidents make the mistake of thinking they don’t need to be on social media because they sell products that aren’t for the everyday consumer. When thinking this, they are forgetting some of the crucial ways why social media is important. It’s not all about selling a product or creating brand awareness, it’s about much more.

It’s About SEO.  

I’m sure you have all heard the term SEO before; some marketing person telling you something about Google and how it’s important. In defense of the marketing person, it is important – better yet, it’s imperative. Despite being a B2B company, social media can be used in correlation with SEO. SEO is all about getting your website and other media on the first page of Google. This is important because it pushes your competitors media and website farther down the page and provides more outlets for your customers to contact you. There’s much more that could be said, but let’s move to the next reason.

It’s About Your Brand Story.

Utilizing social media allows you to push your brand out to the digital landscape and let people know exactly who you are and what you stand for. It’s somewhat difficult to show why you’re different and why companies should be doing business with you just from your website. With social media, you can create and push out content that is engaging and shows why companies should do business with you and only you. That’s not all though, there’s more.

It’s About Brand Integration

This may go without saying, but Integration on social media is key. Look at your website as your foundation or digital hub of sorts. Your social media allows you to have other outlets to funnel or lead the customer to your website. This gives you more opportunity to capture leads and make sales.

Final Thoughts

These are only a few ways how social media can benefit and be used by a B2B company. Just remember, simply creating social media isn’t enough and if not used properly, it can actually hurt you. It’s also a problem If you create social media and post, but the consumer doesn’t find the content valuable. Making sure you utilize the platforms and provide content that engages the audience helps with SEO, funneling your consumer to your website, and ultimately leading to more sales and business overall. Don’t be left behind while your competitors take advantage of what’s out there. Be better than your competition!

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Simple Social Media Management Tips To Live And Die By

Social media has become a major player in the realm of online marketing. We can all agree on the advances of social media since the old days of MySpace.com in 2003. And now with 27% of total U.S. internet time spent on social networking sites (Source: Experian), businesses are expected to have a social presence online.

Social media is a way for customers to interact directly with the brands they love. It’s not enough to just have a presence, implementing a strategy to correctly reach and cultivate these communities on social media websites is a must. In many cases business owners are just too busy, which is completely understandable. This is where you and I come into play as the savvy “social media specialist” we are. Follow these simple steps below and you will be on your way to social media bliss. These are some steps I would take to manage a company’s social media accounts.

Communication Is Key

The first step is to communicate with the client to discover the purpose of creating their social media profiles. Every industry is different, therefore there is no one size fits all strategy. Nor, is there an official right or wrong way to manage a social media profile, so communication is key to stay on the same page with the client.

Here are a few questions I would ask a client before I set up their profiles:

What do I want to accomplish through social media? What Are Your Goals? Example: To drive sales or to supplement customer service

  • What is your target audience?
  • Will there be anyone else, beside myself, who will be managing your social media accounts?
  • What’s your social media policy on what can be said and by whom?
  • What are some important topics you would like to cover?
  • Who are some of the industry influencers?

These questions will give you better insight to create the correct content, to reach the correct audience.

Research and Planning

The next step is to do preliminary research on your client’s industry news and trends. You want to create content that is relevant to the industry now. This would be a good time to set up Google Alerts to alert you of any new or interesting trends Google indexed, related to your chosen topic.

*Note: It is also good to speak to your client about any discounts, sale promotions, or any other company related news their audience may want to hear.

Keyword research would also be beneficial to stay on topic when creating content for a social media post.

There are tons of tools to help you conduct keyword research. My favorite tools are a Raven Tools, Google Keyword Tool, and Spyfu.

Once you have a finalized, client-approved list of keywords it’s your choice of how you want to organize the list on a content calendar, which brings me to my next point.

Organize Your Content

The next step after the research is completed is to organize the information in a content calendar. Again, how you organize the information is completely up to you. I recommend using a keyword as a theme for each month. Once that is completed you can further brake down the monthly theme into weekly segments, where you cover different topics for that week.

For example:

For month one your theme is chocolate candy.

Week 1 can be the health benefits of chocolate.

Day 1 of Week 1 can be “ Top 5 reasons Chocolate Can Lead To A Healthier Lifestyle.”

Content Calendar Example:

A content calendar is an amazing way to organize and create actionable content. It’s also a way to keep you and the client on the same page.

Again, there are tons of tools to manage social media profiles. Currently, an industry favorite is Houtsuite. Houtsuite is relatively inexpensive and offers ways to manage and schedule content on multiple profiles simultaneously.

Conduct A Reputation Audit

After research and planning is complete and you feel confident that you can effectively manage your clients social media profiles, its time to see what others are already saying about your client’s brand. 25% of consumers who complain about products on Facebook or Twitter expect a response within 1 hour (Source: American Express). Social media is an amazing tool to connect with your customer base, acknowledge them by responding to their concerns.

You should conduct a reputation audit. There may be various ex-employees, demanding clients, or even competitors that may have written bad reviews or complaints. These complaints, no matter how ridiculous, needs to be addressed. By conducting a search on Ripoffreport.com and other similar websites, you can start to get a handle on what’s being said.

You can also do a simple search in Google by typing the brand name and adding “scam” or “reviews”.

Monitor, Promote, Report

Once your audit is complete and all of your marketing ideas are organized into actionable items, the next step is monitor you’re content on the profiles, promote and report your successes . Once again, there are a plethora of tools available to monitor your audience and create custom reports. Followerwonk is amazing for monitoring a Twitter account. I use the reporting and monitoring features on Raventools, but you should find the one that fits best for your budget and your clients needs.

Marketing on social media is about brand exposure, acquiring new customers, and cultivating your client’s online communities. Social media produces almost double the marketing leads of trade shows, telemarketing, direct mail, or PPC. (Source: HubSpot) So, correctly managing a brand’s image is vital for any business. Remember to stay organized and respond to customer inquires because this is a two way conversation.

I welcome any ideas to do my job better, what are some ways you monitor your client’s social media accounts?

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Cut the **** — User Feedback Gone Wrong

Last weekend, I was looking for a video game to buy as a gift. I used my smartphone to open up the GameFly app. (For you non-gamers, GameFly is the biggest video game rental service around—they offer around 30,000 games for PC, consoles, and mobile.)

I didn’t find a game to order. Not because there weren’t enough to choose from. I just couldn’t get past the way GameFly was using social media within its app.

It appears that any message posted by a GameFly member (an account can be linked to Facebook or Twitter, or created in-app) is immediately published to one of the app’s front pages. At first, this seems like a great idea: helpful reviews from real-live players! Seamless user interaction! Mad excitement-building for new product releases!

And GameFly’s not alone in adding this feature. Application programming interfaces, or APIs, make it easy for apps to pull tweets, likes, and posts from other programs into their own.

But here’s the problem. There’s zero filtering of vulgar, profane, hateful comments. And trust me, there’s plenty of potty-mouthed posting going on. That means when my 7-year-old daughter opens the app and looks for an age-appropriate title, she’s assaulted with this garbage. And short of deleting the app altogether, there’s not a thing I can do about it.

For me, this was a really negative experience. But it got me thinking. As more and more companies integrate user feedback into their digital marketing strategies, brands need to be aware of what exactly their fans, followers, or users are posting—and where their words are showing up.

That’s not to say you should delete or edit user comments. (As Applebee’s recently learned, moves like these can backfire, and may make you appear untrustworthy.) But you also don’t have to give nasty commenters the spotlight. In GameFly’s case, “mature”-rated games (and their associated commentary) could be sorted into a separate menu. And smart programmers could add “safe-word” filters to weed out bad language.

I’m all for a collaborative user experience. But not when that experience is hurtful to others. Above all, companies should ensure that they’re the ones in control of their content—on social pages, apps, and everywhere else. When a 7-year old has easy access to content that would shock a 70-year-old sailor, something needs to change.

At Atomic, we want to build a great user experience—for everyone who uses our apps. We can help you create content filters and choose features that will best highlight your brand. Contact us to find out how.