Synergy: How marketers amplify owned media with paid and paid media with owned

Treating paid marketing and owned marketing separately costs marketers conversions, ranking and revenue. Most marketers evaluate channels separately, or, split out paid, earned, and owned marketing.

The result?

You leave 50-100% of your potential results on the table.

I recently asked almost a hundred CMOs and marketing executives: How do organic and paid marketing influence and amplify each other? Their answers were astonishingly insightful, and provide powerful evidence that marketers should seek and exploit synergies not just within but all between all their marketing channels.

Social is an obvious example.

Most brands juice organic social with a little paid. But some marketers find that the benefits extend well beyond better social media results. For example, perhaps … to organic search marketing.

“We launched a Facebook Ad campaign to promote a free trip giveaway,” says Amine Rahal, founder and CEO of Little Dragon Media. “This has resulted in thousands of likes, shares, tweets and about 50 inbound links from travel blogs. Our organic search traffic has improved by 35% over the course of a couple of months because social shares and inbound links are major ranking factors in Google’s algorithm.”

In other words, paid social led to earned social led to earned SEO led to owned web traffic.

That’s a nice chain of causation, if you’re a marketer with a limited budget.

Another example? Pay-per-click to organic SEO.

Just the fact that you’re driving additional traffic to your web properties has a positive overall impact, says Kent Lewis, founder and President of Anvil.

“On average, we’ve seen a 10 to 20% lift in organic search traffic for keywords and phrases where ads are also placed, particularly around branded search,” he says. “Those ads are also very affordable and perform well, as they are typically lower cost.”

Why does this work?

Laura Simis of Coalmarch says that since page traffic is a factor in search engine result page ranking, boosting traffic to a particular page through paid media can improve that page’s ability to rank well.

So, what kind of lift can you generate from this technique of combining SEM and PPC? Marketers I surveyed said their results ranged from 10 to 40% lift. That may not be earth-shattering … but it is essentially free.

One really interesting example: organic SEO and paid Google shopping ads.

This one resulted in a massive 7X boost in revenue for one marketer.

 

Alison Garrison, a senior director of marketing at Volusion, an ecommerce platform for SMBs, saw a long 12 months’ worth of organic search engine optimization hit pay dirt when she added Google Shopping ads.

“After kicking off a Shopping feeds campaign, the SEO work that had been going for about a year gained significant traction, and traffic from organic search increased 325% overall and more than 400% from mobile alone year-over-year,” she says.

But revenue absolutely jumped through the roof as well … including organic search revenue.

“Revenue from organic search increased by 240% during that period,” Garrison says. “Shopping feeds ads were key to success here — overall traffic increased by more than 2,500%, mobile traffic increased by more than 10,000%, revenue increased by more than 800%, mobile revenue increased by more than 80,000% — not a typo.”

Clearly, her client was starting from a small base of web and mobile revenue. And, there are two other important caveats. One: she invested a full year in search engine optimization. That’s dedication and effort — and a long-term perspective — that you don’t often see. And two: your mileage may vary. Just because one marketers aims for the moon and hits the stars does not mean every marketer will achieve the same results.

Still, the results are impressive.

And, at minimum, Garrison’s results prove the need for synergies between marketing channels. Marketers who don’t seek and exploit synergies between paid and organic marketing channels are missing out on pure gold.

Literally.

The full study with insights from all the marketers I talked to is available free here.


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Gong: Conversation Intelligence Platform for Sales Teams

Gong Conversation Intelligence

Gong’s conversation analytics engine analyzes sales calls at the individual and aggregate level to help you understand what’s working (and what’s not).

Gong starts with a simple calendar integration where it scans each sales reps’ calendar looking for upcoming sales meetings, calls, or demos to record. Gong then joins each scheduled sales call as a virtual meeting attendee to record the session. Both audio and video (such as screen shares, presentations, and demos) are recorded and married together. Each sales call is automatically transcribed from speech to text in real time, turning sales conversations into searchable data.

Youtube video

Gong also has a mobile application for reviewing your team’s calls from your smartphone. The app enables sales coaches to leave voice-based feedback at specific parts of the call’s timeline.

Gong Mobile App

Gong integrates with Web Conferencing software Zoom, GotoMeeting, JoinMe, Cisco WebEx, BlueJeans, Clearslide and Skype for Business. It also integrates with Dialers – including InsideSales, SalesLoft, Outreach, Natterbox, NewVoiceMedia, FrontSpin, Groove, Five9, Phone Systems, Shoretel, Ringcentral, TalkDesk, and InContact. It integrates with Salesforce CRM and both Outlook and Google Calendars.

See a Gong Live Demo


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Conversica: Contact, Engage, Nurture and Qualify Using an AI Assistant

Conversica Dashboard

Conversica provides an automated sales assistant powered by artificial intelligence software. The assistant works just like a human sales assistant, reaching out to every single one of your leads and engaging each of them in a human conversation. People love it because the assistant is personable, friendly and responsive, connecting them quickly with a human that can help.

We’re in an AI spring. I think for every company, the revolution in data science will fundamentally change how we run our business because we’re going to have computers aiding us in how we’re interacting with our customers. Salesforce CEO Marc Benioff

Conversica Conversation

The assistant contacts and qualifies all leads so salespeople can focus on selling rather than nurturing. This automation enables  every single lead to be followed up with and real-time feedback captured.

How an AI-powered Sale Representative Works:

  1. Your automated sales assistant engages the customer as soon as the lead arrives. On average, 35% of all leads reply to the automated sales assistant. The automated sales assistant emails back and forth with the lead, nurturing each one and alerting your sales staff when interest changes to intent to buy.
  2. Your automated sales assistant find which leads want a call and gets the best number. With their artificial intelligence software your automated sales assistant identifies the leads that are ready to engage in the sales process and gets the best phone number and best time for a salesperson to call. On average, 35 percent of leads provide the automated sales assistant with an additional phone number, usually a cell phone. Most importantly, when your sales staff calls, the lead will be expecting their call.
  3. Your automated sales assistant engage stale leads and cross-sell. Your automated sales assistant can also find new sales opportunities in stale leads, increasing sales and getting more value from your existing leads. Nearly 60% of leads Conversica’s AI technology reengages are still in market. Your AI virtual assistant can also be used to cross-sell other products and gather feedback on customer satisfaction.
  4. Optimize CRM marketing automation solutions. Your automated sales assistant can be used to improve the quality of leads and better identify sales opportunities from leads created by demand generation campaigns with marketing automation tools such as Pardot, Marketo or Eloqua.

The benefits of an AI-powered Sales Representative include:

  • Free your reps up for actual selling – Automated sales assistant separates the good leads from the dead ones, so sales reps talk only with prospects who want to talk to them.
  • Follow up with every single lead – Conversica yields far more at bats for your sales reps – with both new and old leads – and thereby dramatically boosts their number of closed deals.
  • Receive honest feedback – Your assistant is so approachable, that prospects are much more relaxed and honest in their responses than they would be with a salesperson.
  • Gather critical business intelligence – Prospects not only respond more readily, they also share critical information such as phone numbers, best times to call, and intent to buy.
  • Improve your sales process – Your sales assistant follows up with prospects again after handing off to a sales rep – to deliver management insight and customer satisfaction.
  • Deploy a fully trained sales assistant – Your sales assistant arrives fully trained, fully motivated, and already equipped with the experience gained from millions of customer conversations.

Try Conversica for Free See a Live Conversica Demo


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What is the ROI and Value of a Loyal Customer?

Bolstra - Value of Customer Loyalty

We’ve kicked off a new engagement with enterprise customer success experts, Bolstra.

Bolstra is a software solution (SaaS) provider for Business to Business companies looking to increase their recurring revenue by reducing churn and identifying upsell opportunities. Their solution, with built-in best practices, helps your company drive the desired outcomes that your customers demand.

Over the last few years, as our agile marketing journey has evolved and we evaluate the maturity of a business’ marketing – a key performance indicator that continues to stand out is customer experience. Platforms like Bolstra are putting a measurable and actionable analysis of customer journeys top of mind within organizations – and their customers are seeing amazing results already.  In B2B SaaS, customer retention is critical. We’re seeing more and more companies miss growth opportunities by focusing solely on acquisition and not on experience, loyalty, and retention.

Acquisition costs are continuing to rise in many industries as digital publishers lock down access to the audiences you’re trying to reach, so the return on investment for retention and customer loyalty is growing. It’s not that companies want to churn customers, but often times the next big contract takes a back seat to the current customers that you have. As competition and choices rise, and innovation becomes more affordable internal, companies need to pay a lot more attention to customer success.

Compound this with the array of review platforms online and the volume of social media, and marketers must pay attention as well. You can spend millions on effective marketing online only to lose it with one gaff that goes viral. Every individual in your company is now a public representative of your company and must work in unison with your sales and marketing to build your brand’s credibility, reputation, and authority online.

Companies vastly underestimate the impact of retention on overall profitability. In fact, A 5% increase in customer retention can increase profits between 25% and up to 125%  Tweet This!

Is customer success and loyalty key to your organization? Do you know what your customer retention is and whether it’s improving? Do you know what the impact of your customer retention is having on your bottom line?

Actual Value infographic

 


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Image Link Building – Whiteboard Friday

Posted by BritneyMuller

Image link building is a delicate art. There are some distinct considerations from traditional link building, and doing it successfully requires a balance of creativity, curiosity, and having the right tools on hand. In today’s Whiteboard Friday, Moz’s own SEO and link building aficionado Britney Muller offers up concrete advice for successfully building links via images.

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Image Link Building

Click on the whiteboard image above to open a high-resolution version in a new tab!

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Video Transcription

Hey, Moz fans, welcome to another edition of Whiteboard Friday. Today we’re going to go over all things image link building, which is sort of an art. I’m so excited to dig into this with you.

Know your link targets

So first and foremost, you need to know your link targets:

I. Popular industry platforms – top pages

What are those top platforms or websites that you would really like to acquire a link from? Then, from there, you can start to understand who might be influencers on those platforms, who’s writing the content, who might you contact, and also what are the top pages currently for those sites. There are a number of tools that give you a glimpse into that information. Moz’s OSE, Open Site Explorer, will show you top pages. SEMrush has a top page report. SimilarWeb has a popular page report. You can dig into all that information there, really interesting stuff.

II. Old popular images – update!

You can also start to dig into old, popular images and then update them. So what are old popular images within your space that you could have an opportunity to revamp and update? A really neat way to sort of dig into some of that is BuzzSumo’s infographics filter, and then you would insert the topic. You enter the industry or the topic you’re trying to address and then search by the infographics to see if you can come across anything.

III. Transform popular content into images

You can also just transform popular content into images, and I think there is so much opportunity in doing that for new statistics reports, new data that comes out. There are tons of great opportunities to transform those into multiple images and leverage that across different platforms for link building.

IV. Influencers

Again, just understanding who those influencers are.

Do your keyword research

So, from here, we’re going to dive into the keyword research part of this whole puzzle, and this is really understanding the intent behind people searching about the topic or the product or whatever it might be. Something you can do is evaluate keywords with link intent. This is a brilliant concept I heard about a couple weeks back from Dan Shure’s podcast. Thank you, Dan. Essentially it’s the idea that keywords with statistics or facts after the keyword have link intent baked into the search query. It’s brilliant. Those individuals are searching for something to reference, to maybe link to, to include in a presentation or an article or whatever that might be. It has this basic link intent.

Another thing you want to evaluate is just anything around images. Do any of your keywords and pictures or photos, etc. have good search volume with some opportunities? What does that search result currently look like? You have to evaluate what’s currently ranking to understand what’s working and what’s not. I used to say at my old agency I didn’t want anyone writing any piece of content until they had read all of the 10 search results for that keyword or that phrase we were targeting. Why would you do that until you have a full understanding of how that looks currently and how we can make something way better?

Rand had also mentioned this really cool tip on if you find some keywords, it’s good to evaluate whether or not the image carousel shows up for those searches, because if it does, that’s a little glimpse into the searcher intent that leads to images. That’s a good sign that you’re on the right track to really optimize for a certain image. It’s something to keep in mind.

Provide value

So, from here, we’re going to move up to providing value. Now we’re in the brainstorming stage. Hopefully, you’ve gotten some ideas, you know where you want to link from, and you need to provide value in some way. It could be a…

I. Reference/bookmark Maybe something that people would bookmark, that always works.

II. Perspective is a really interesting one. So some of the most beautiful data visualizations do this extremely well, where they can simplify a confusing concept or a lot of data. It’s a great way to leverage images and graphics.

III. Printouts still work really well. Moz has the SEO Dev Cheat Sheet that I have seen printed all over at different agencies, and that’s really neat to see it adding value directly.

IV. Curate images. We see this a lot with different articles. Maybe the top 25 to 50 images from this tradeshow or this event or whatever it might be, that’s a great way to leverage link building and kind of getting people fired up about a curated piece of content.

Gregory Ciotti — I don’t know if I’m saying that right — has an incredible article I suggest you all read called “Why a Visual Really Is Worth a Thousand Words,” and he mentions don’t be afraid to get obvious. I love that, because I think all too often we tend to overthink images and executing things in general. Why not just state the obvious and see how it goes? He’s got great examples.

Optimize

So, from here, we are going to move into optimization. If any of you need a brush-up on image optimization, I highly suggest you check out Rand’s Whiteboard Friday on image SEO. It covers everything. But some of the basics are your…

Title

You want to make sure that the title of the image has your keyword and explains what it is that you’re trying to convey.

Alt text

This was first and foremost designed for the visually impaired, so you need to be mindful of visually impaired screen readers that will read this to people to explain what the image actually is. So first and foremost, you just need to be helpful and provide information in a descriptive way to describe that image.

Compression

Compression is huge. Page speed is so big right now. I hear about it all the time. I know you guys do too. But one of the easiest ways to help page speed is to compress those huge images. There’s a ton of great free tools out there, like Optimizilla, where you can bulk upload a bunch of large images and then bulk download. It makes it super easy. There are also some desktop programs, if you’re doing this kind of stuff all the time, that will automatically compress images you download or save. That might be worth looking into if you do this a lot.
You want to host the image. You want it to live on your domain. You want to house that. You can leverage it on other platforms, but you want sort of that original to be on your site.

SRCSET

Source set attribute is getting a little technical. It’s super interesting, and it’s basically this really incredible image attribute that allows you to set the minimum browser size and the image you would prefer to show up for different sizes. So you can not only have different images show up for different devices in different sizes, but you can also revamp them. You can revamp the same image and serve it better for a mobile user versus a tablet, etc. John Henshaw has some of the greatest stuff on source set. Highly suggest you look at some of his articles. He’s doing really cool things with it. Check that out.

Promotion

So, from here, you want to promote your images. You obviously want to share it on popular platforms. You want to reach back out to some of these things that you might have into earlier. If you updated a piece of content, make them aware of that. Or if you transformed a really popular piece of content into some visuals, you might want to share that with the person who is sharing that piece of content. You want to start to tap into that previous research with your promotion.

Inform the influencers

Ask people to share it. There is nothing wrong with just asking your network of people to share something you’ve worked really hard on, and hopefully, vice versa, that can work in return and you’re not afraid to share something a connection of yours has that they worked really hard on.

Monitor the image SERPs

From here, you need to monitor. One of the best ways to do this is Google reverse image search. So if you go to Google and you click the images tab, there’s that little camera icon that you can click on and upload images to see where else they live on the web. This is a great way to figure out who is using your image, where it’s being held, are you getting a backlink or are you not. You want to keep an eye on all of that stuff.

Two other tools to do this, that I’ve heard about, are Image Raider and TinEye. But I have not had great experience with either of these. I would love to hear your comments below if maybe you have.

Reverse image search with Google works the best for me. This is also an awesome opportunity for someone to get on the market and create a Google alert for images. I don’t think anyone is actually doing that right now. If you know someone that is, please let me know down below in the comments. But it could be a cool business opportunity, right? I don’t know.

So for monitoring, let’s say you find your image is being used on different websites. Now you need to do some basic outreach to get that link. You want to request that link for using your image.

This is just a super basic template that I came up with. You can use it. You can change it, do whatever you want. But it’s just:

Hi, [first name].
Thank you so much for including our image in your article. Great piece. Just wondering if you could link to us.com as the source.
Thanks,
Britney

Something like that. Something short, to the point. If you can make it more personalized, please do so. I can’t stress that enough. People will take you way more seriously if you have some nugget of personal information or connection that you can make.

From there, you just sort of stay in this loop. After you go through this process, you need to continue to promote your content and continue to monitor and do outreach and push that to maximize your link building efforts.
So I hope you enjoyed this. I look forward to hearing all of your comments and thoughts down below in the comments. I look forward to seeing you all later. Thanks for joining us on this edition of Whiteboard Friday. Thanks.

Video transcription by Speechpad.com

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Everything You Need to Know About Instagram Stories

Instagram Stories

Instagram has 250 million daily users and it has incredible potential for your business, especially when your company adopts the Instagram Stories feature. Did you know 20% of businesses receive direct messages as a result of Stories? in fact, 33% of all popular stories are uploaded by businesses!

What is an Instagram Story?

Instagram Stories allow businesses to share a visual story of their day, composed of multiple images and videos.

Facts about Instagram Stories

  • How long are Instagram Stories? 15 seconds each.
  • How long will before Instagram Stories disappear? They’re viewable for just 24 hours.
  • Are Instagram Stories public? They follow the permissions you’ve set for your profile.
  • What kind of video can be uploaded for Instagram Stories? MP4 format with H.264 Codec & AAC audio, 3,500 kbps video bitrate, a 30fps frame rate or below, 1080px wide, and a maximum filesize limit of 15mb.
  • You can use combinations of images, videos, and boomerangs in your Instagram Story.

Instagram Story Examples

Keys to Instagram Story Success

This detailed infographic from Headway Capital walks you through not just making a story, but beyond to building out an Instagram strategy. Here are some tips for success:

  1. Plan a cohesive strategy to get all the assets you need to create the story you want to.
  2. Choose a time where your followers are engaged.
  3. Make an impact in the first 4 seconds so your viewer stays for the rest of the story.
  4. Shoot your story vertically – how your audience will be watching it.
  5. Use geotagging to garner 79% more engagement with regional targeting.
  6. Create a simple arrow for viewers to swipe up on to follow to your website.
  7. Included focused hashtags so your stories are included in Story rings.
  8. Use an app like CutStory to slice up your story into a series.
  9. Finish your story with a solid call-to-action to encourage engagement.
  10. Think about getting an external influencer to take over your story, this boosts engagement by nearly 20%!
  11. Use Stories’ informal nature to build rapport and give a behind the scenes look at your business.
  12. Give Stories viewers unique offers so you can track them and reward them for their loyalty.
  13. Use Stories to push a poll out to your audience using a poll sticker. Keep it short and sweet, you only have 27 characters!

Instagram Stories has grown substantially since its launch in August 2016, and discovering how to make the most of it will be a huge benefit to your social media marketing efforts. What are you waiting for? Start telling your Story now. Nivine from Headway Capital

Here’s the great infographic, A Small Business Guide to Instagram Stories:

Instagram Stories


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Moz the Monster: Anatomy of an (Averted) Brand Crisis

Posted by Dr-Pete

On the morning of Friday, November 10, we woke up to the news that John Lewis had launched an ad campaign called “Moz the Monster“. If you’re from the UK, John Lewis needs no introduction, but for our American audience, they’re a high-end retail chain that’s gained a reputation for a decade of amazing Christmas ads.

It’s estimated that John Lewis spent upwards of £7m on this campaign (roughly $9.4M). It quickly became clear that they had organized a multi-channel effort, including a #mozthemonster Twitter campaign.

From a consumer perspective, Moz was just a lovable blue monster. From the perspective of a company that has spent years building a brand, John Lewis was potentially going to rewrite what “Moz” meant to the broader world. From a search perspective, we were facing a rare possibility of competing for our own brand on Google results if this campaign went viral (and John Lewis has a solid history of viral campaigns).

Step #1: Don’t panic

At the speed of social media, it can be hard to stop and take a breath, but you have to remember that that speed cuts both ways. If you’re too quick to respond and make a mistake, that mistake travels at the same speed and can turn into a self-fulfilling prophecy, creating exactly the disaster you feared.

The first step is to get multiple perspectives quickly. I took to Slack in the morning (I’m two hours ahead of the Seattle team) to find out who was awake. Two of our UK team (Jo and Eli) were quick to respond, which had the added benefit of getting us the local perspective.

Collectively, we decided that, in the spirit of our TAGFEE philosophy, a friendly monster deserved a friendly response. Even if we chose to look at it purely from a pragmatic, tactical standpoint, John Lewis wasn’t a competitor, and going in metaphorical guns-blazing against a furry blue monster and the little boy he befriended could’ve been step one toward a reputation nightmare.

Step #2: Respond (carefully)

In some cases, you may choose not to respond, but in this case we felt that friendly engagement was our best approach. Since the Seattle team was finishing their first cup of coffee, I decided to test the waters with a tweet from my personal account:

I’ve got a smaller audience than the main Moz account, and a personal tweet as the west coast was getting in gear was less exposure. The initial response was positive, and we even got a little bit of feedback, such as suggestions to monitor UK Google SERPs (see “Step #3”).

Our community team (thanks, Tyler!) quickly followed up with an official tweet:

While we didn’t get direct engagement from John Lewis, the general community response was positive. Roger Mozbot and Moz the Monster could live in peace, at least for now.

Step #3: Measure

There was a longer-term fear – would engagement with the Moz the Monster campaign alter Google SERPs for Moz-related keywords? Google has become an incredibly dynamic engine, and the meaning of any given phrase can rewrite itself based on how searchers engage with that phrase. I decided to track “moz” itself across both the US and UK.

In that first day of the official campaign launch, searches for “moz” were already showing news (“Top Stories”) results in the US and UK, with the text-only version in the US:

…and the richer Top Stories carousel in the UK:

The Guardian article that announced the campaign launch was also ranking organically, near the bottom of page one. So, even on day one, we were seeing some brand encroachment and knew we had to keep track of the situation on a daily basis.

Just two days later (November 12), Moz the Monster had captured four page-one organic results for “moz” in the UK (at the bottom of the page):

While it still wasn’t time to panic, John Lewis’ campaign was clearly having an impact on Google SERPs.

Step #4: Surprises

On November 13, it looked like the SERPs might be returning to normal. The Moz Blog had regained the Top Stories block in both US and UK results:

We weren’t in the clear yet, though. A couple of days later, a plagiarism scandal broke, and it was dominating the UK news for “moz” by November 18:

This story also migrated into organic SERPs after The Guardian published an op-ed piece. Fortunately for John Lewis, the follow-up story didn’t last very long. It’s an important reminder, though, that you can’t take your eyes off of the ball just because it seems to be rolling in the right direction.

Step #5: Results

It’s one thing to see changes in the SERPs, but how was all of this impacting search trends and our actual traffic? Here’s the data from Google Trends for a 4-week period around the Moz the Monster launch (2 weeks on either side):

The top graph is US trends data, and the bottom graph is UK. The large spike in the middle of the UK graph is November 10, where you can see that interest in the search “moz” increased dramatically. However, this spike fell off fairly quickly and US interest was relatively unaffected.

Let’s look at the same time period for Google Search Console impression and click data. First, the US data (isolated to just the keyword “moz”):

There was almost no change in impressions or clicks in the US market. Now, the UK data:

Here, the launch spike in impressions is very clear, and closely mirrors the Google Trends data. However, clicks to Moz.com were, like the US market, unaffected. Hindsight is 20/20, and we were trying to make decisions on the fly, but the short-term shift in Google SERPs had very little impact on clicks to our site. People looking for Moz the Monster and people looking for Moz the search marketing tool are, not shockingly, two very different groups.

Ultimately, the impact of this campaign was short-lived, but it is interesting to see how quickly a SERP can rewrite itself based on the changing world, especially with an injection of ad dollars. At one point (in UK results), Moz the Monster had replaced Moz.com in over half (5 of 8) page-one organic spots and Top Stories – an impressive and somewhat alarming feat.

By December 2, Moz the Monster had completely disappeared from US and UK SERPs for the phrase “moz”. New, short-term signals can rewrite search results, but when those signals fade, results often return to normal. So, remember not to panic and track real, bottom-line results.

Your crisis plan

So, how can we generalize this to other brand crises? What happens when someone else’s campaign treads on your brand’s hard-fought territory? Let’s restate our 5-step process:

(1) Remember not to panic

The very word “crisis” almost demands panic, but remember that you can make any problem worse. I realize that’s not very comforting, but unless your office is actually on fire, there’s time to stop and assess the situation. Get multiple perspectives and make sure you’re not overreacting.

(2) Be cautiously proactive

Unless there’s a very good reason not to (such as a legal reason), it’s almost always best to be proactive and respond to the situation on your own terms. At least acknowledge the situation, preferably with a touch of humor. These brand intrusions are, by their nature, high profile, and if you pretend it’s not happening, you’ll just look clueless.

(3) Track the impact

As soon as possible, start collecting data. These situations move quickly, and search rankings can change overnight in 2017. Find out what impact the event is really having as quickly as possible, even if you have to track some of it by hand. Don’t wait for the perfect metrics or tracking tools.

(4) Don’t get complacent

Search results are volatile and social media is fickle – don’t assume that a lull or short-term change means you can stop and rest. Keep tracking, at least for a few days and preferably for a couple of weeks (depending on the severity of the crisis).

(5) Measure bottom-line results

As the days go by, you’ll be able to more clearly see the impact. Track as deeply as you can – long-term rankings, traffic, even sales/conversions where necessary. This is the data that tells you if the short-term impact in (3) is really doing damage or is just superficial.

The real John Lewis

Finally, I’d like to give a shout-out to someone who has felt a much longer-term impact of John Lewis’ succesful holiday campaigns. Twitter user and computer science teacher @johnlewis has weathered his own brand crisis year after year with grace and humor:

So, a hat-tip to John Lewis, and, on behalf of Moz, a very happy holidays to Moz the Monster!

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