7 online reputation management errors small businesses must avoid

Online platforms have helped businesses reach more customers, but now, businesses have to build and maintain their presence in both offline and online worlds. The reputation of a company among the general public largely contributes to its sales and growth in the long run. So, online reputation management has become an important measure, especially for small businesses trying to establish an online presence. Before embarking on this path, here are mistakes small businesses should avoid:

1. Absence on social media platforms
Social media platforms have emerged as powerful tools for businesses, helping them actively engage with their audiences and promote their products and services. These days, when one comes across a brand’s name for the first time, they usually check the company’s social media profile before deciding if they should engage with the brand. So, if a business does not have a social media profile, it can seem unreliable to potential consumers or deter them. Businesses do not need to have a presence on all social media platforms. Instead, they should focus on 3–4 platforms that are popular among the businesses’ target audiences. Being active on these platforms means posting regularly and creating innovative campaigns that can strike a chord with the target group.

2. Not responding to comments and reviews
It is not enough to have a dedicated space for customers to share opinions online regarding a company’s products and services. The company should also respond to as many of these reviews and comments as possible, as this shows that the stakeholders are genuinely interested in their customers and their feedback. If the comment or review is negative, the brand should immediately get the issue addressed and leave a comment with an apology and what initiatives it has taken to resolve the problem. Potential customers tend to focus on negative comments and their replies, so the more genuine and proactive a company is, the better chance it has to improve its online reputation.

3. Excluding it from digital marketing plans
Often, small businesses consider reputation management an additional task, so it is not specifically assigned to someone in the digital marketing team. However, then online reputation management activities are not organized and employees may not prioritize them. So, online reputation management should be an active part of the digital marketing plans. The digital marketing team of a business should brainstorm on different ways to uphold the company’s reputation online, assigning tasks like replying to comments, dealing with negative reviews, posting on social media, etc., to different people in the team.

4. Leaving automated responses
Many companies automate their responses online to save time and effort while making their customers happy. However customers can usually differentiate between a personalized and a generic reply. Also, if they post multiple comments and receive the same response for all, they would be able to tell these are autogenerated responses. This is why businesses need to prioritize manually replying to individual comments. If responses are customized, customers will notice the personal touch in them and are more likely to perceive the brand positively.

5. Uploading fake reviews
When a business doesn’t get enough responses or reviews online, the easy way out is to post a few fake positive reviews to garner positive attention. But this may actually be the most destructive strategy. For starters, search engines can blacklist those posting fake reviews. Also, if there are no negative or neutral reviews and only positive ones, it is sure to leave website visitors skeptical about the brand, stopping them from converting into customers. Finally, if this act is ever confirmed online, the business’s reputation can be tarnished permanently. It is better for businesses to be patient when it comes to being active on social media platforms. Further, spending some time trying to understand the target group and providing top-notch products or services will yield results.

6. Reacting negatively to unfair reviews
It is common for businesses to be attacked on online platforms once in a while. Sometimes, these reviews may also use fake details to target brands, such as unwarranted claims that the company has closed down partially or completely. While the natural reaction here may be to quickly refute such claims, it is important to be cautious and avoid sending furious replies or being excessively sarcastic. This is because the original review, as well as the company’s responses to it, are visible to everyone online, and an aggressive response is likely to reflect negatively on the company’s ability to deal with difficult situations. Instead, the reply should have a calm, neutral tone that presents all the facts clearly while still exhibiting politeness and professionalism. Ideally, content professionals should be asked to draft such responses.

7. Ignoring email marketing
Even with the popularity of social media, good old emails are still relevant. Also, they offer a means of direct communication. What’s more? There is a chance of potential customers opening emails even when they are on a break from social media. So, it is a great idea to send out emails regarding upcoming product launches, features and benefits of specific products, and deals and discounts. Also, businesses should reply promptly to any post-purchase emails from customers, thanking them for the feedback.

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9 common wristband branding mistakes to avoid

Wristbands have become the popular choice for brand promotion and event participation. Organizers use bands for events, fairs, concerts, and even charities as either identification markers or giveaways. So, wristband designing is now a huge business, with many players vying for big brands to work with them. In such a saturated market with tons of customization options, here are a few common wristband branding mistakes to avoid to make the best decision. 1. Brand inconsistencies Not having the brand reflect through colors, logo, and overall band aesthetic is one of the most critical mistakes to avoid with wristband branding. Deviating from these elements could confuse customers and dilute brand recall. The wristbands should display the messaging clearly and vividly to ensure that brand recognition does not suffer. Also, wristbands offer an excellent opportunity to tell the brand’s story and connect with customers. Incorporating elements of storytelling into the wristband design through imagery, symbols, or taglines can evoke emotions and create connections. 2. Taking creativity too far Whoever said “less is more” was right on the money. Cluttered layouts, graffiti-style designs, and excessive text can distract the customer and target audience from the real message. Clean, simple designs will always be more recognizable. The design should strike a good balance between brand recognition, messaging, and creativity. By no means does a minimalist approach mean boring or unattractive, as a tasteful, well-designed wristband can do the job without overwhelming users. 3. Poor quality Even for a standalone event or a concert, investing in providing high-quality wristbands will leave a lasting impression on the target audience. Many people like holding on to keepsakes from events, and if the wristband serves as a sturdy memento, the feedback is bound to be positive. Opting for low-quality materials is a cost-effective choice, and it could be tempting to keep costs low, but it can tarnish the brand’s image. Flimsy, uncomfortable, or easily damaged wristbands reflect poorly on the brand’s commitment to quality. Single-use wristbands are typically made of Tyvek, plastic, or vinyl. They are thin, comfortable, and can support a great deal of detail. Silicon wristbands are generally made for the long term, like for multi-day events or as a fashion accessory. Woven wristbands look the best and can support full-color images. Silicon and woven wristbands tend to be sturdier. 4. Not utilizing customization options Printing technology allows for extensive customization, and not leveraging this feature is a mistake. Customizing the bands by adding unique slogans, the customer’s name, embossing, debossing, and even making the band glow-in-the-dark or biodegradable can make the wristbands stand out. Personalized touches indicate an attention to detail that customers will appreciate. 5. Ignoring the target audience's preferences Market research can help one avoid this mistake. Gaining insight into the target audience’s demographic, interests, lifestyle, and more can help one design a wristband that resonates with them. Skipping such research could result in the brand completely missing the mark with brand recall and messaging. So, aligning with the target audience’s preferences will work in favor of the company. 6. Overlooking design and text placement The most crucial aspect of wristband design is text placement. Although the band goes around the wrist, the text should be clearly visible and not hidden from view. In the case of wristbands equipped with adhesive strips, one must remember that the most important message and image or logo should be printed to the left of the wristband, right next to the adhesive strip. So, when the wristband is worn, what is left of the wristband will be properly visible. Anything printed to the far right could be cut off when the wristband is worn. One should ask for a sample wristband or a preview of the design before placing any large orders. 7. Choosing an inexperienced supplier Wristbands are a versatile, cost-effective tool for branding, so they are responsible for the company’s reputation to an extent. So, skimping on hiring an experienced supplier or choosing a supplier with fewer customization options and low-quality materials is a big mistake. Simply having mass-produced, bad-quality wristbands to meet the order does not make sense. Instead, choose a supplier with the right tools, skill, knowledge, and raw materials to make wristbands worthy of the brand and those that align with the brand messaging to keep loyal customers coming back and new ones intrigued. 8. Not having a clear distribution strategy It might help to remember this proverb here: For want of a nail… Just having a gorgeous wristband does not guarantee success. Details matter. So, one could have a well-designed, beautifully branded wristband with the right messaging using the best material, but if there is no plan for distribution, it will all be for naught. Effective distribution is crucial to the success of wristband branding. Identifying probable venues and events, like trade shows, festivals, or conferences, where the target audience is most likely to gather can maximize visibility. A well-thought-out strategy also increases the chances of the wristband reaching the intended audience. 9. Neglecting social media integration It is safe to say that a large percentage of a brand’s target audience is likely to be on social media. So, encouraging loyal customers to share images or details of the wristband and tag the brand may have a positive cascading effect on their followers. User-generated content and engagement can expand the brand’s visibility and grow its reach, targeting audiences from far and wide. So, not leveraging social media would be a mistake here.

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8 packaging mistakes brands must avoid

Receiving a well-packed package after online shopping is an exciting experience. It makes the customers happy and appreciative of the effort and thought a brand put behind its packaging. Packaging is one of the key factors that helps sell a product. If customers receive damaged packages repeatedly, they may even stop shopping from the brand altogether. A similar outcome might ensue if the customer likes the product but finds the packaging a hassle. 8 lesser-known packaging mistakes to avoid Avoid the wrong size of packaging It is far more common for brands to get the size and shape of the packaging wrong than one would like to believe. Not only does this incur wasteful expenses, but it also leads to other issues. If the packet size is bigger than it needs to be, it leaves a lot of room for the product to move around and cause potential damage. For example, if glass containers are packed in extra-large packages without adequate padding, they are likely to keep shunted around and breaking. On the other hand, when the packaging is smaller or tighter for a product's size, it can also cause defects. Businesses might use a too-small box, multiple layers of bubble wrap, and extra packaging peanuts to keep the product tightly locked in place. This extra precaution might put excessive pressure on the item and cause bends, dents, cracks, or tears. Poor labeling Correctly labeling products is crucial when it comes to product packaging. Brands have to follow some rules and regulations to be able to market and sell their products legally in the country. These rules and regulations are easy to check and follow. Checking the authority body's website for information on packaging requirements helps businesses correctly identify the information they need to add to the product package. Wasteful packaging Studies show that more and more consumers are increasingly concerned about the impact of wasteful packaging on the environment. Add in the economic impact of the packaging, and the concerns are higher. Today, any business that packages their products wastefully is not the first choice for customers. Consumers want brands to cater to their needs but be environmentally conscious as far as possible. This could mean businesses and brands might need to put some time into rethinking and redesigning their packaging, but the decision will be helpful for the brand in the long run. Overpacking Check most of the successful brands and their packing styles. The ones who know how to do it right would know the right amount of packaging. Excessively packaged goods only mean more waste generation and time taken to open them and customers are rarely impressed by either aspect. To win customers over, brands need to keep their packaging minimal and essential. Additionally, it ensures that the packaging is less likely to damage the environment. Low-cost option Startups, as well as settled businesses, are always looking to increase their profit margins. Some might even be ready to cut corners to achieve their goals. This could mean quantity over quality of product, lower shelf life, and poor packaging. One would be surprised to know the number of brands that compromise on packaging quality once they have earned a customer base. However, once a brand's reputation for using poor packaging materials becomes known, it is tough to earn the goodwill of the customers back. Non-recyclable materials Plastic and styrofoam are some of the primary packaging and shipping materials that brands use. However, both these materials are environmentally harmful. With more and more consumers gravitating towards environmentally friendly brands, this can impact the brand’s profit margins and their customer base. Since brands that use recyclable and reusable packaging material are preferred, switching to eco-friendly packaging can help generate a higher e-commerce shopping base. Some of the alternative packaging materials available are made from biodegradable organic substances or cardboard shipping boxes that are easier to recycle and reuse. Copy mistakes Another mistake brands make is not taking enough care of the copy on the product packaging. Brands should take care not to let typing errors slip by and put poorly checked copies on their packaging. It allows the customers to believe that the brand team is careless about the product, and they may eventually stop investing in it. So, it is advisable that brands recheck and triple the branding and any written information on all the packages and marketed goods before sending them out of the factory, lest the typo leads to misinformation and results in the possibility of any harm to customers, especially in the case of food and beverage products. Generic packaging Generic packaging may not be attractive to customers. If brands feel that they lack experience with branding and messaging, they can consider hiring professionals to help them out. For a business to be successful, the products or services, along with the packaging, need to attract a good and loyal customer base. Users often buy products based on social media ads or pictures seen on various media formats; boring and uninspired packaging may not attract them toward the product, no matter its advantages. However, it is a delicate dance. Simply selecting an elaborate logo design might not do it all. The packaging needs to strike a balance between aesthetically pleasing and practical.