How Digital Knowledge Management Is Key To Your Brand

It’s no secret that to be successful in search today, you need to cover a lot of bases. We’ve covered Digital Knowledge Management and since, the importance of Digital Knowledge Management has only risen. We’re starting to see more people at more companies with the title of Digital Knowledge Manager. This person has come into play for companies worldwide because of the parallel nature of the current marketing stack, with their role being focused on unifying communications within a company.

To define this new focus, Digital Knowledge Management entails identifying, managing, and curating your entities. This is foundational, and includes cataloging all of the information you want the public to access about your business. This ranges from simple data like name, address, and phone numbers, to more complex items like doctor’s credentials and specialties in the healthcare space. This also applies to other areas like legal, insurance, automotive, and many other industries with their own unique attributes.

A successful path forward with Digital Knowledge Management includes execution across a number of areas such as content, reviews/ratings, making your website secure and mobile-friendly, deploying structured data (Schema, in particular), in addition to more traditional elements — including SEO, social media engagement, and even paid social and search options.

Success today is not found in a single tactic. It comes from executing a sound strategy that combines multiple approaches to ensure the best consumer experience. After all, search engines don’t reward you for having a plan. They reward for excellence of execution.

By not managing this data, you don’t just miss opportunities, you allow for potential confusion that consumers and search engines need to unravel. Assuming your website is the single source of truth doesn’t make it so. Today you need to actively monitor and manage hundreds of places that surface your brand-level data to consumers. That could be third-party directories, social media sites where consumers search, and maps on a mobile device.

 

Google launched version 4.1 of its Google My Business (GMB) API. With this update, brands can gain new insight and bring a new level of detail to the 3.5 billion daily searches consumers conduct on the world’s most-used search engine.

This latest update supports:

User-Generated Content

You can now monitor the photos and videos customers generate at your locations and keep track of metrics, including Views.

Business Description

Paint a fuller picture about your brand by providing a From the Business description — in addition to Google’s proprietary editorial summary — for each one of your locations.

Opening Date

Let consumers know the exact date your business was established. If you’re a business that opened recently, Google will indicate this with a ribbon-cutting icon.

APIs for Accepting Invitations

If your business has multiple users, local managers, or franchisees, you can now accept or reject invitations to manage GMB locations via API. This functionality will remain available in the GMB dashboard as well.

Google Posts: Offers

If you’re a small business using Google Posts, you can now post Offers, which consumers can save and favorite. When in proximity to your business, they will get a reminder from Google to use their offers.
Note: this feature is only available via the GMB API, and to businesses with fewer than 10 locations.

Perfect Digital Services is a premier digital listing and knowledge management company that enables you to manage your Google My Business account? Sign up for a demo with us today and see how we can help make your business great.

Consumers look at online reviews everyday to determine where they will conduct business. As a business owner, responding to reviews — both negative and positive — is one of the most effective ways to help improve your ratings and reach potential customers.

Review response is a clear signal that you care about your customer’s experience. Doing so on third-party sites like Facebook and Google puts the quality of your customer service front and center for consumers to see, and can help you stand out from competitors who don’t take the time to reply to feedback. In fact, 30% of potential customers look at review responses when judging a local business — up from 20% last year.

Review response can help:

  • Foster increased customer advocacy
  • Lead to additional reviews about your business
  • Contribute to an increase in your business’s overall star rating

While responding to reviews enables you to nip issues in the bud and provides you with a chance to win over customers, it can be time consuming. If you find yourself tight on time and resources, it can be difficult to keep up when reviews start pouring in.

How to Get the Most Impact from Responding to Reviews

1. Prioritize Negative Reviews

Negative reviews are inevitable. However, ignoring them is no longer an option for business owners. According to Convince & Convert, not answering a customer complaint decreases that customer’s advocacy about your business by as much as 50%.

Take the time to respond to negative reviews (those with one and two star ratings) first. When responding, show that you’re taking what the customer has to say into careful consideration by addressing the specific issue at hand. Apologize for what went wrong. If nothing was wrong, use your response as an opportunity to educate the customer (of course, be careful not to sound patronizing or self-righteous!).

Speedy review response can help turn things around! 67% of customers who receive a response to negative feedback will either delete their original negative review, or post a new positive review.

When you respond to your customers — even when they leave you negative feedback — it can also contribute to an increase in your overall star rating on the review channel. One study showed that companies that respond to online reviews see an average increase of 0.24 stars.

  • Prioritize Reviews with Actionable Insights
    Respond to detailed reviews with legitimate complaints (or compliments!) before responding to reviews that are vague, short, or without any explanation at all.

 

2. Reply Quickly

Responding to your reviews in a timely manner is just as important as responding at all. According to Jay Baer’s Hug Your Haters: How to Embrace Complaints and Keep Your Customersnearly 40% of all reviewers who anticipate a response expect it to arrive within 60 minutes. However, as a general rule of thumb, it’s best to respond to customer reviews within 24 hours. This allows you to address the issue while it’s still fresh in the customer’s mind.

In general, your most recent reviews are the most visible, giving them maximum exposure to potential customers. Every moment you leave negative feedback unanswered increases the chance that future customers will see this and be turned off from visiting your business. Responding quickly gives you an opportunity to resolve the issue and show your potential customers that you take customer service seriously.

3. Don’t Use Canned Responses

Ensure you respond to reviews in a thoughtful manner and take the time to address the specific issue and person. Responses should also be action-oriented, and most importantly, help to resolve the customer’s issue. Customers can often see through templated responses, so it’s best to avoid these and be as genuine as possible.

When crafting your response, connect to the customer on a human level. Think about how you feel when you write a review or voice an issue in your own life as a consumer. It’s also helpful to know what words to avoid. A strong focus on customer service — and authenticity — is key.