What Digital Marketers Should Do To Better Manage Their Online Brand

Online Reputation Management

So what is online reputation management? According to Larson and Draper in Digital Marketing Essentials “Online reputation management (ORM) is not a method for avoiding responsibility for bad business practices. A company should be using all online feedback to improve its products and services and employee training. Rather, ORM recognizes that negative online content can have unnecessarily damaging repercussions long after the underlying issues have been addressed. ORM is also about equipping businesses with tools needed to handle new negative issues and turn customer complaints into satisfaction and loyalty.” Now that we have that understanding lets see what we can do to better manage our brand.

5 Things to better help manage your online brnad

1.) Monitoring Brands

Monitoring your brand is a great way of managing your online brand. One way you can do so is by utilizing google alerts this is an excellent tool for brand mentions. It is a free tool. All you have to do is sign up to enter your brand and other keywords to be alerted for. You’ll get a notification whenever someone mentions your name or brand so you can react in real-time.

2.)Responding to Negative Content

How to deal with Negative Content?

If you can you would want to remove the content, it is usually rare but it doesn’t hurt to try this approach. 2nd thing to do is to bury it in the SEO because like Jonas mentioned 84% of people don’t go past Google 1st page. So maintaining a positive image on the first page is the main goal. BUT this does not mean we move on and sweep this under the rug. We have to learn from the feedback, criticism, or slander and address it to try to remedy the situation and take the high road on the situation. So be polite and this is the rule of thumb: ” respond to negative comments as if you were in a public forum surrounded by potential customers, business partners, employers, and even your family. If you do that, you’ll never go wrong.”

3.)Creating Positive Content

Positive Thinking

So creating positive content is content regarding the brand on SERPs is more relevant than the other content mainly negative so that positive content arrives on the first page of SERPs. Here are 9 web page ideas that can rank well for a brand: Corporate blog, corporate website, corporate ads, social media profiles, directory listing, charity micro-sites, customer support site, product micro-site, and cause micro-site. Don’t just create additional sites they tend to not be useful or add value hence, do not rank well and move away wasting time and energy. Focus on creating useful sites that will rank well as the ones listed above to help create positive content for online brand management.

4.) Expand your Social Media Platform

Jonas Sickler mentioned expanding your Social media helps allow you to create a social media presence but it allows you to respond to followers or customer feedback in a timely manner. And this can help fix issues building satisfied customers into loyal ones through this social media expansion and monitoring. Overall this is an extension of the idea mention before on responding and monitoring to things regarding your brand. Also, this could help remove confusion if the brand is ambiguous and is mixed up with some other brand that doesn’t perform well.

5.) Follow Neil Patel 10 Online Reputation Management Amendments

  • Become well respected
  • Be radically transparent
  • Monitor what they say about you
  • React quickly and politely
  • Address Criticism
  • Treat Google page 1 as your business card
  • Understand your detractors
  • Attack your illegitimate attackers
  • Learn from your mistake
  • Ask for help if necessary


  • Larson & Draper, Digital Marketing Essential, 2019, Chapter 11 Online Reputation Management
  • Sickler, Jonas. “Expert Guide to Online Reputation Management (Strategies & Tips).” ReputationManagement.com, 13 Oct. 2019, www.reputationmanagement.com/blog/online-reputation-management-guide/.
  • Patel, Neil. “The Definitive Guide to Online Reputation Management.” Neil Patel, 15 Feb. 2019, neilpatel.com/blog/guide-to-reputation-management/.

Understand Personas and how to incorporate them into your email marketing


Persona Marketing?

First, off we should try to understand the meaning and idea of personas. Ardath Albee states “a marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience” (Lee, 2018). 

With this, we are able to get a better understanding of the customers and better aid them in solving their problems or providing their needs and wants with personas. Another way of thinking about this is that we are trying to segment them and better cater to them individually.

In Lee’s work he states that this is “fundamental to marketing because without knowing them, you will never be able to offer anything other than a generic message that is designed to ‘catch-all’ and hope that it resonates with the majority of your audience” (Lee, 2018).  Here we have Steve an example of a type of persona profile.

Understanding what a personal and taking the time to research and create personas will be a big step in personalizing and capturing more conversions with the target customers. Incorporating this simple understanding to aid email marketing campaigns will have a large improvement this go around.

So How do we Make One? (Persona Profile)

It’s rather simple taking a mix of general assumptions backed with data and demographics, combined with the details acquired. Another way of looking at is, finding all of the data you can about the average customer group and make a profile for them. Going through all of the data you want to find some similarities or differences within the group that holds some consistency. This will end up what you want to market to or find a group that is using your site, service, or product that isn’t being marketed to.

For instance, let us say we are running a health and fitness blog, we will have a good portion of our user base will be men or women in their late 20’s and 30’s. Now identifying this we just have to create a person stereotype based on our people who are coming in or using our site. Similar to the chart of Steve above. The more in-depth we are able to go, the more precise we are able to target them in our marketing especially in the email which will help generate more money by better conversion and clicks.

Is one enough?

More the merrier is the way to think about marketing persona profiles. With more, you are able to group people better and segment them for better deals and content in conversing with the customer. This can be used to drive them into our products or services because of how well we know them and how to offer it in the most appealing way.


Make sure that content is still appealing and attractive to the audience. With new knowledge and info from personas, our content can now be better segmented to different groups that will better appeal to them. In turn, have better results. In comparison to the one-step approach in catching the whole market with one campaign. Knowing each customer is different and fits into a particular persona can help marketing efforts especially emails.

A/B Testing /Research

Don’t forget to A/B test personas and make sure the research is accurate and not based on assumptions. Sometimes we can categorize or throw personas incorrectly and campaign poorly to specific theme personas that don’t have high results. So be sure to continue to test our different strategies and techniques to improve the marketing efforts with this new insight on customers.

Future of data and accuracy

With the change and influence of the internet and data. It is the future of how marketing is going to be and continue to be. And with the amount of info, we have out there and give out it’s clear to say persona marketing is not going anywhere and may only grow from here on out. So let’s learn and be better at it now given the new environment and direction that marketing is going.


“How To Create Personas For Marketing In 2019.” Digital Agency Network, 20 Mar. 2019, https://digitalagencynetwork.com/how-to-create-personas-for-marketing-in-2019/.

Lee, Kevan. “The Beginner’s Guide to Creating Marketing Personas: Buffer.” Buffer Marketing Library, Buffer Social Blog, 30 Nov. 2018, https://buffer.com/library/marketing-personas-beginners-guide.

“Personas: What They Are, How to Make Them, and How to Use Them in Marketing.” Elegant Themes, 28 Nov. 2019, https://www.elegantthemes.com/blog/marketing/personas.

Online Advertising, Good or Bad?

With the expansion of the internet and the need for privacy, is the current online advertisement models a good thing? Given the large corporation like Facebook, Google, YouTube, etc. having huge access to your personal data/info the concerns of them profiting your info. What are the consequences to be seen from the consumers? The information other companies have or gained from said companies good or bad what is in-store for the future?

While a lot of large corporations have good intentions with what they try to do to create a better customer experience. There’s a lot of potential risks that are being built continuously in the background in exchange for ease, convenience, and privacy, and eventually, our rights/freedoms will be sacrificed in the process according to some. Where do we draw the line?

We all had the simple but annoying ad of a pair of shoes we clicked on and it follows us on the web for days later trying to insight a conversion. But what if it evolved to something bigger? Understanding the algorithms and our roles as marketers are important because information and ads can have significant impacts. For instance, YouTube and its ads and algorithms to autoplay videos they think you would like next and how the video’s ads and the message gets more extreme the longer you watch, polarizing you while collecting data on you. Or Facebook, the increase of fake news, increase in polarization, the inherent control on ad relevancy and post relevancy and the control to censor or show whatever that would either keep us on the site longer or lead to ad clicks or conversions. And the effects can range from the presidential election to post about news or memes.

While this may seem like a stretched version of the truth and an extreme spectrum of the situation of online advertisement. But a country like China who has further utilized information from online advertising have created psycho-graphics on its people with or without consent. Being able to advertise to them very well or take advantage of them unknown to me. But not impossible and yet possible for it to occur anywhere. Whether we are aware of it or not. And while the United States is not like China or a communist state, the power of information and system are in the hands of large corporations and the government what means do people have to stop them?

I believe the issue is growing and we are at a 3-3.5 on a scale of 1-5, “1” being not dangerous and “5” is highly dangerous. From the accounts of corporations like Facebook, Google, Instagram, etc. we are too far in with little regulations in comparison to Canada and the UK where they have stricter laws. With Facebook being one of the biggest Corporations and personal info database it has a new amount of data leak, unwanted share, and breach. It shows that we are not the only ones in need of handling our data with care but corporations too. With these, there is a need to better protect our data. With limited transparency our rights and data hidden in the fine print there should be more efforts to better the model on online advertisement. And the need for government intervention to help set guidelines to better serve the people before it’s too late is needed. To gain traction back to the mission of serving a better customer experience is having morals.

Here are some ways to combat the issue is building morals for digital marketers and the media that they should keep in mind to prevent this from growing and becoming an issue.

Code of Ethics for Digital Marketers

  1. Do No Harm
  2. Be Transparent
  3. Never Compromise On Privacy
  4. Obtain Individual Consent For Solicitation
  5. Speak the Truth
  6. Imagine the Impact
  7. Protect Others Data Like It’s Your Own
  8. Reject manipulations and sales tactics that harm customer trust.
  9. Recognize our special commitments to vulnerable market segments such as children, seniors, the economically impoverished, market illiterates and others who may be substantially disadvantaged.


What To Do When Your Webpage Doesn’t Rank

Having issues getting your webpage to rank up on the SEO search? Here are some tips and principles to incorporate to push up your rank.

Maximizing Relevancy

When searching up apples like the fruit you want to be sent to what you are searching for and not apple products made by Steve Jobs. What we have to do is understand search engine optimization and update our site to be read correctly in these 6 different things to be more relevant to what is being searched. Overall using keywords in these different areas will hold more relevance in searches improving your ranking.

  • URL- adding keywords and relevancy to Website URL or subcategory page address with words that are relevant to the search.
  • Title Tag – On top of the tab the title will have Company name and ” slogan or phrase” incorporating relevant keyword phrases will increase weight search.
  • Header Tag – Within the HTML you can edit headers and add labels to increase clues to the site but this can also let other sites borrow content as well.
  • Main Content- One thing about your main content is incorporating keywords into the main content when it makes sense keeping the usage to at least 3-5% of the overall word count to gain benefits. Anymore it would become ineffective and seen as keyword stuffing a black hat SEO tactic that is bad for business and easily countered by Search engines.
  • Image Alt Text and File Name – Since search engines aren’t able to recognize images editing alternative text and labeling the image with keywords can help drive additional traffic to the site.
  • Anchor Text – Search engine uses the anchor text from external links as an objective. So using this principle to link from one page to another within the same website would allow for more traffic and relevancy. So when doing this we should link pages with targeted keyword and phrases as the anchor text of that link.

Choosing Target Search Phrases

The first step is choosing a list of phrases rather than one to improve our search ranking. According to Larson &Drapper is targeting and focusing on phrases on these 4 factors:

  • (1) Relevance- Back to using keywords and phrases that are relevant to what the webpage is intended for and knowing the customer and consumer language in what they are searching for. For instance, running shoe Nike has secured and found the keywords to appear relatively high in the ranking given their amazing relevancy.
  • (2) Traffic- Using google Keyword Planner and other tools to help scope out popular keywords can be helpful in choosing a good keyword or phrase. The last thing we want is a phrase that no one searches cause that won’t help us rank up.
  • (3) Competition- Knowing the competition and doing some research on who and what is popping up can help select effective keywords and phrases. With giant companies like Amazon, overstock.com smaller companies have more success in longer phrases such as “gold Rolex watch” vs “watches.
  • (4) Current ranking- Looking at keywords and phrases and adjusting their ranking for the lower end words to bigger corporations. While the 1st one and 2nd phrase may be tied closely to the site of the giant company the other phrases or keywords may be performing less where the smaller business can capitalize and improve our ranking for that search.

Investigate the SERP

What does that look like? According to Moz.com with RAnd Dishkin is using google performing a search query in Google and analyze the data. Figure out what google believes to be relevant to the keywords searches. Observe what google will provide from the content given. We want to figure out intent, type of content required and missing pieces. We can learn and fill the opportunity for missing pieces of what is being asked and solving and giving an answer to that search taking lead in that ranking.

Crafting High-Quality Webpages

Imagine, building a webpage so amazing but in the early 2000’s well while it was great in the 2000s now 2019 and it equally as important to update and maintain your webpage as it is creating a high-quality one. One thing to recognize according to quicksproat.com is that dwell time- the amount of time a person is on your page can significantly improve ranking so making a great site and maintained so they return is something we should incorporate when crafting webpages.

Increase your Loading Speed!

Surprising or not having good loading speed is important. Search Engines such as Google has goals of providing users a good experience using their platform. So if we don’t uphold our end google pays and so do we. According to SEO.co ” If the pages on your website take longer than five seconds to load, this is considered substandard and unacceptable (by Google’s terms).” And this can explain why our pages aren’t ranking so well.

To Sum It Up…

It takes time and research to improve ranking, it won’t happen overnight and it’s not based on luck. There is a lot of effort and research that is done to improve webpage rankings. So best of luck and may the ranking ever be in your favor.


  • “Chapter 4 On Site SEO Section 2: Choosing Target Search Phrases.” Digital Marketing Essentials, by Jeff Larson and Stuart Draper, Publishing by Edify, 2018, edify.stukent.com/app/publication/d801ea3f-55b7-4374-ac5a-03d0e2cff93f/417149a8-ec84-467e-97c5-5e8291f3d39a/586b5976-dbb0-4d16-80a4-d843c572c648/086db10b-0d11-4191-8370-4be8332afacd/view.
  • Edwards, Sam. “Why Isn’t My Website Ranking?” SEO.co, 28 Sept. 2019, seo.co/why-isnt-my-website-ranking/.
  • Fishkin, Rand. “How to Rank: The SEO Checklist.” Moz, Moz, 31 July 2019, moz.com/blog/rank-in-2018-seo-checklist.
  • Jones, Kristopher. “4 Reasons Why Your Content Isn’t Ranking.” Search Engine Journal, Search Engine Journal, 26 Aug. 2019, www.searchenginejournal.com/why-content-isnt-ranking/317917/#close.
  • Quicksprout. “34 Ways To Improve SEO Rankings in 2019.” Quicksprout, 29 July 2019, www.quicksprout.com/ways-to-improve-seo-ranking/.

5 Ways to Increase Landing Page Conversions

Before starting there’s a couple of things we have to understand before we can improve landing page conversion. What is a Landing Page? A landing page is a web page you are sent to after you click on the link. For example, if you were to search something on google like Apple. And click on the top link the page that you are sent to from the link would be considered the landing page.

And what is a conversion? The “conversion” or “landing page conversion” is the target action you wish visitors to take. And understanding the call to action you are asking the visitor/user to do can vary depending on the goal of your landing page. So understanding what the purpose of the landing page can help the conversion rate. Now knowing some vocabularies we can go into the 5 tips to increase landing page conversions.


What does that even mean? This is the first tip to creating a better and more successful landing page. Knowing these two acronyms NSAMCWADLP stands for “Never start a marketing campaign without a dedicated landing page” and NBALPWACG: “Never build a landing page without a campaign goal.” And the idea behind this is you shouldn’t be rushing to build a landing page or experience when you haven’t established the purpose of the campaign is. Honing in on the why and what is trying to be done is a good starting point for building a good foundation for landing pages.

2.) Pay Attention to your Attention Ratio

An attention ratio is a measure of the number of other links you have compared to the one link or button the customer is required to click on to get a conversion. This is a simple tip, the goal is to get your attention ratio as close to 1:1 ratio. So by reducing the number of other links, you may potentially have on your site can lower your ratio and heighten your chance of success in increasing your conversion rate. Another way is to be more clear and give a better sense of direction or redirect them to the action needed for the conversion.

3.) Test Your Landing Page

You won’t know what is going to be successful and what will be a complete bust until you test your landing pages. Ryan Osman at Obility does this, a/b testing to see what would have a higher rate of success and continues until he has a satisfactory level of conversion rate. One way to do this is to give potential viewers the same ad but sending them to different landing pages. Which they vary so slightly as Ryan Osman would have one ad with a short-form landing page and one with a longer form with more content to test which would be more successful. Making a small arrangement and testing it can give insight into what is effective and not.

4.) Message Match

This focuses on context and the matching of what was said or written on the ad or link before clicking on the link and being sent to the landing page and seeing what was promised. While I won’t go into depth on the 7 Principles of Conversion – Center Design, Context is one of the 7 principles with Attention, (Context), Clarity, Congruency, credibility, closing, and continuance. While all of this is significantly important I am going to focus on “Context” a simple fix that can improve conversion rates. According to MailChimp with the lack of congruence, context, relevance, and sticking to the theme, visitors sent to a page that seems to have nothing to do with the ad itself. Will automatically bounce if they don’t see a connection from the original click. So a thing to keep in mind is “Post – Click success depends on how well you deliver on your pre-click promise”. So matching your ads and what was said or written clearly to your landing page will have better success on conversion rates. 

5.) Build Credibility

Trust, a big component of getting people to trust and following through with your call to action. According to DataBox one way to help increase your conversion rate is to implement reviews to help build credibility. 88% of customers will check out reviews before making a final decision on a purchase–which is why these marketers recommend including trust signals (previous clients, awards, certifications, or testimonials) to boost your landing page conversion rates. Another way to improve credibility is to add trust badges such as “Paypal verified” etc.. and guarantees but don’t overdo them according to WordStream.com.


  • “The 7 Principles of Conversion Centered Design.” Stukent, Stukent.com, https://www.stukent.com/expert-sessions/the-7-principles-of-conversion-centered-design/.
  • “MRKT 484 Ryan on Testing Landing Pages.” OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb.
  • “MRKT 484 Ryan on Testing Landing Pages.” OSU MediaSpace, Oregon State University, https://media.oregonstate.edu/media/t/0_j1xoorhb.
  • Leist, Rachel. “How to Write a Blog Post: A Step-by-Step Guide [ Free Blog Post Templates].” HubSpot Blog, 6 May 2019, https://blog.hubspot.com/marketing/how-to-start-a-blog#sm.00007ssv1q6ovdkcq1p1c0jjakt6m.
  • Hawke Media. “Increase Your Conversion Rate from Ad to Landing Page.” MailChimp, mailchimp.com/resources/increase-conversion-rate-from-ad-to-landing-page/.
  • Dopson, Elise. “16 Ways to Improve Your Landing Page Conversion Rates: Databox Blog.” Databox, 3 Apr. 2019, databox.com/improve-your-landing-page-conversion-rate.
  • Dane, Johnathan. “12 Tests to Increase Your Landing Page Conversion Rate, Starting Today.” WordStream, 26 July 2019, www.wordstream.com/blog/ws/2013/07/11/landing-page-conversion-rate-guide.