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Are you a Gen X confused by social media platforms and how you can use them in the digital market? Or a Millennial trying to start up your first small business with no knowledge of where to start with digital marketing? 

At Webware we believe in educating our clients, to provide you with the knowledge to reach your goals, because our goal is helping you achieve yours! Starting this week, we are going to provide you with a weekly series of blog posts to help you understand various social media platforms and how you can use them to digitally market your business. 

So, let’s chat about the controversial yet effective app that has taken charge of 2021: Tik Tok! 

What is Tik Tok? 

Whether you're 25 or 55, Tik Tok is a social media platform you’ve probably heard of that’s taking the world by storm with over 800 million users reaching over 150 markets, making it the perfect platform to promote small businesses. The objective is to share 15-60 second videos, however, once you become a Tik Tok user there are inevitable descents down the rabbit hole. You can begin watching a short video about the latest dance craze and forty-five minutes later it evolves into, "Honey I know what we're having for dinner!" 

One of the many features Tik Tok has to offer are its effects! Fall into a colourful trance with Tunnel Lights. There are tons of other filters as well that can improve not only the quality of your videos, but the virality of it as well. The social media’s algorithm works to connect users based on their video’s content and target audience, which makes it a great tool for digital marketing. 

Here are the Top 3 ways of using Tik Tok to promote your business:

 1. Create a channel where you can upload videos that advertise your product or services that will reach your target audience’s “for you page” (also known as #fyp) Content can be created with a low budget. Save your money on paying for ads and stick to trending hashtags that apply to your business i.e., if you’re a hairstylist starting up a new business try approaching a challenge that’s hair related. Also, having a continuous, positive, brand image never hurts! Differentiate yourself from the competition. 

2. Utilize hashtags in your video descriptions that competitors are using to build a following that is interested in your niche content. There is no shame in checking out your competitors' strategies. In fact, master their successful digital strategy and make it your own! The best way to be successful is beating your competition at their own game. 

3. Influencer marketing is huge on Tik Tok. Try to reach out to micro influencers and utilize them and their ‘clout’ to market your content to a wider audience. Don’t feel discouraged if you get no responses, continue to message and duet their content; persistence is key. Influencers understand Tik Tok’s tools and trends inside and out. Use that to your advantage and approach influencers to collaborate with you. Tik Tok also has a Creator Marketplace designed to match brands with creators based on common interests and content.

Stay tuned for next week’s blog giving you step-by-step instructions on how to create a small business profile on Tik Tok, how to edit your profile and how to navigate the app. As well, we will provide you with some specific tips and tricks to help keep your content engaging so you can attract more customers! 

If you have any questions, or need more guidance, feel free to reach out to melissa@webware.io

The last 18 months have been challenging for everyone, especially small business owners.

Unpredictable health guidelines, supply chain issues, changing consumer behavior, and much more, have wreaked havoc on our lives and businesses.   

You’ve weathered the storm and are ready to get back to what you do best -- providing amazing products and services to your customers.

However, most small businesses are now seeing a new, unexpected challenge: Recruiting and keeping the necessary  staff to keep your business running.

With the right strategy, you can win this battle too. 

Here are our top tips to hiring:

Transparency and clarity is key to your job posting.

1. Keep the job posting simple, descriptive, and relevant.

2. Avoid using lofty jargon and run-on sentences when clear statements will do.

Wrong: “Candidates will use excellent customer communication skills including active listening to assess, respond to, and meet the desired needs of customers.”

Right:  “Our teammates are great listeners and act quickly to provide amazing customer service.”

3. List the compensation in the job posting.

4. Don’t be afraid to list the difficult things which will be expected of the job. If nights and weekends are required for some employees, make that clear in the job description.

Once the job posting is live, be prepared to act quickly.

1. Before you post a job opening, ensure you are fully prepared to act quickly on any applications. If you don’t have the time to call applicants quickly, hold off on placing the job posting until you do.

2. Set up notifications to let you know when you have received a new application.

3. Call viable applicants within the same business day, if at all possible. The sooner you put a human voice to the process, the more likely you are to stand out among the other options applicants have.

4. Schedule interviews within 24 hours, and same-day if possible.

Be prepared and consistent in interviews.

1. Have a defined set of topics to cover with all applicants.

2. Have a list of 10 questions, and a scorecard to determine how well the candidates answer the questions.

Don’t be afraid to make real-time offers.

1. Too often we see small businesses lose terrific talent because they wait too long after an interview to make an offer. Sometimes it is an oversight. Other times it is a lack of preparation. Many times you force yourself to keep interviewing “just to see who else is available” when the perfect candidate was right in front of you.  If you are prepared and are consistent with your process you will know the right candidate when you meet them and should not hesitate. 

2. Be prepared to make firm offers within 24 hours, and even at the time of the interview.

You’ve hired the perfect candidate -- now make sure to perfectly onboard them.

1. Set start dates as soon as reasonable. Many entry-level workers are in a hurry for their next paycheck. Don’t lose a perfect candidate because you put their start date too far out and they choose another job which starts sooner.

2. Make sure their first day is amazing. Have anything they need for their job ready for them at their desk. Show them you cared enough to be prepared.

3. Have a casual 1:1 with them at the end of the first day. Sure, talk about how the work went, but mostly just get to know them as a person and show they are not just a number to you. That personal connection can keep many new hires invested during what can be a stressful new time for them.

Recruiting and keeping those new recruits is more challenging than ever. 

These tips can help you set yourself apart from the competition and make your company the go-to place to work.

If you have any questions, or need some more guidance, feel free to reach out to mark@webware.io.

Tailored Dollars offers financial services, financial planning, mortgage renewal, and refinance services across Woodbridge, Vaughan. To help them reach a wider audience, we launched their new website - www.tailoreddollars.com

We wish everyone at Tailored Dollars the best of success.

Studio D Interiors offers clients a full range of interior design services, home remodeling, property staging, and more across Leesburg, Virginia. To help them reach a wider audience, we launched their new website - www.studiodinteriordesigns.com

We wish the team at Studio D Interiors the very best of success.

Neha Singla is a certified wedding planner offering luxury wedding, party, corporate event planning, and coordination services across Toronto. To help her reach a wider audience, we launched her new website - www.posheventsbyneha.ca

We wish Neha and her team at Posh Events by Neha the best of success.

Abode Solutions LLC offers home inspection services for buyers, sellers and also provides home repair estimates to clients across Trussville, Alabama. To help them reach a wider audience, we launched their new website - www.abodesolutions.llc

We wish the team at Abode Solutions LLC Ltd the very best of success.

Lisa's Accounting & Payroll Services offers full-service accounting, bookkeeping, tax preparation & payroll services to small businesses across South Bend, Indiana. To help them reach a wider audience, we launched their new website - www.lisastaxpayrollsouthbend.com

We wish everyone at Lisa's Accounting & Payroll Services Ltd the best of success.

Canamade Window Coverings Ltd is a window treatment company in Markham, Ontario, offering window coverings, shutters, custom blinds & automated shades. To help them reach a wider audience, we launched their new website - www.mycanamade.com

We wish everyone at Canamade Window Coverings Ltd the best of success.

Caregivers and Home Care Companions at KB Healthcare Services provide in-home health care, nursing care, dementia care, companionship care services across Herndon, Virginia. To help them reach a wider audience, we launched their new website last week - www.kbhealthservices.com

We wish everyone at KB Healthcare Services the very best of success.

Manila Cookie Story Inc is an online cookie shop offering scrumptious Philippine cookies, souvenirs, and customized corporate gifts to customers all over the world. To help them reach a wider audience, we launched their new website - www.manilacookiestory.com

We wish everyone at Manila Cookie Story Inc the best of success.

Craig Miller Productions offers video/film production services including commercial and corporate video production across Atlanta, GA. To help them reach a wider audience, we launched their new website - www.craigmiller.tv

We wish the crew at Craig Miller Productions the very best of success.

GEO Environmental Co., Inc. provides residential and commercial asbestos, mold, air quality testing, and inspection services to clients across Yorktown Heights, New York. To help them reach a wider audience, we launched their new website - www.geoenv.us

We wish the team at GEO Environmental Co., Inc the best of success.

Douglas & Pino Certified Public Accountants offers accounting, bookkeeping, tax planning, preparation & finance advising services to clients across Sacramento, Folsom. To help them reach a wider audience, we launched their new website - www.douglaspino.com

We wish the team at Douglas & Pino Certified Public Accountants the very best of success.

The Sewing Company offers custom boat cushions, drapery, cushioning, and seat repair services across Dashwood, and Grand Bend, Ontario. To help them reach a wider audience, we launched their new website - www.thesewingcompany.ca

We wish everyone at The Sewing Company the very best of success.

Transportation Solutions and Lighting, Inc provides roadway, railway signal equipment, and lighting systems across Boca Raton, Florida. To help them reach a wider audience, we launched their new website - www.tsandl.us

We wish everyone at Transportation Solutions and Lighting, Inc the best of success.

The Biscuit Factory is a video production company specializing in video production, documentary production, film production, and more. They serve clients across Richmond, VA. To help them reach a wider audience, we launched their new website - www.biscuitfactory.tv

We wish the team at The Biscuit Factory the very best of success in their endeavors.

In 2010, Greenpeace launched a campaign against KitKat, one Nestlé’s most popular products. The battle took place over a video that was created by the non-profit organization calling out the food brand for its use of palm oil in its candy bars which was connected to the destruction of forests and death of orangutans.

Nestlé handled the situation by –

• Not giving any answers
• Deleting most of the comments
• Asking YouTube to remove the clip by citing copyright concerns

11 years have passed and yet the story still exists in internet archives and in the minds of some customers. This goes to show that no matter how hard a company tries to remove negative feedback, the more it can work against them.

This is why creating a rock-solid Online Reputation Management strategy can do wonders for your business.

What is Online Reputation Management (ORM)?

ORM is all about taking charge of online conversations around your brand. It consists of techniques and strategies that allow you to highlight your most positive qualities to engage more people online. This includes leveraging key materials, quickly responding to customer inquiries, and actively monitoring brand mentions online through social media & other channels.

When you are on top of managing your reputation, you will increase customer loyalty while ensuring a mostly positive online presence for your business.

What is the Difference Between ORM and PR?

While both PR and ORM have the same goal - to project more brand positivity - the main difference is how they go about it. PR works to help better position your brand externally with some exciting news and development while also being used for damage control from time to time. PR can even be special announcements made through social media or directly to your contact base via email.

ORM on the other hand is more of a reactive and consistent process that works to answer questions, handle customer inquiries, and resolve issues quickly. It can be an incredibly valuable resource which is why some companies opt to have an internal team keep a close eye on it.

Why Should You Care About ORM?

Take a look at the following statistics:

• About 95% of customers read reviews before making a purchase.
• 93% of customers will read reviews of local businesses to determine their quality.
• Customers spend 31% more when a business has positive reviews.
• 89% of consumers read replies to reviews.
• 67% of B2B buyers want to see a mix of both positive and negative reviews when checking out a business.

The numbers say it all. In a nutshell, ORM is important for your brand because:

• It directly affects buying decisions. A poor brand reputation can lead to a poor customer base. You never want to give your customers reasons to doubt you which is what happens when they see how your company is perceived by others.
• It works as word-of-mouth – ORM is the online equivalent of word-of-mouth. For example, consider Glassdoor reviews which offer more insight into what it's like to work for a certain company compared to what that company publishes about itself.
• The feedback is incredibly valuable – The things that people say about your brand can be immensely valuable and help you learn more about your target audience. By monitoring these conversations, you will be able to collect important insights that you could use to make your products/services better.
• Deleting negative reviews only makes things worse – You have likely heard that when something is posted online, it stays there forever and this is also true for your reviews. While some platforms allow you to delete negative reviews, this is not recommended as it can take a situation with a disgruntled customer from bad to worse. What might have been a simple fix could get escalated out of control.

How to Manage ORM of Your Brand/Business?

The bigger your brand gets, the harder it becomes to keep a track of all of your brand mentions. So, how can you ensure to properly manage your brand reputation? Here are some concrete steps that you can take:

• Have a Dedicated Support Handle – Nike, for example, has a dedicated customer support handle on Twitter called @NIkeSupport which is only for managing customer queries. Adopting a similar approach for your business can help you keep all of your customer interactions in one place, helping you increase your responsiveness.
• Respond, Respond, Respond – Whether it is social media, Google reviews, Glassdoor, or any other platform, make it a point to respond to all feedback from your customers, regardless of whether it’s positive or negative. In fact, a study from HBR reported that customers whose complaints got handled in less than 5 minutes tend to spend more on future purchases from a business.
• Use tools and tech – There are a lot of tools that businesses use to stay on top of their ORM strategy. Google Alerts is one such tool that can help you keep track of brand mentions across the internet, both positive and negative. You can also take advantage of Google Trends, Yahoo Alerts, Advanced Twitter Search, and others for similar purposes as well.
• Constantly churn positive content – By collaborating with brands, businesses, and people, you can constantly put your brand in the spotlight by curating great content across your website, email, social media platforms, and other third-party websites.
• Choose a firm who can help you manage it – Working with a firm like Webware who has the expertise and experience with handling these situations can help you reach your goals faster.

The Wrap

What others think of your brand is not under your control and a poor approach in how you respond to customers can lead to irreparable damage. ORM doesn't just allow you to interact with your customers, it is perhaps the best way for your business to take preventative measures for your brand image.

Looking for help managing your ORM strategy? Reach out to speak with one of our Digital Growth Specialists.

A-Shored Home Inspections LLC offers complete home inspection services including roof inspection, basement inspection, and more across South Jersey.  To help them reach a wider audience, we launched their new website - www.ashoredhomeinspections.com

We wish the team at A-Shored Home Inspections LLC the best of success.

The Financial Planners at Roche Financial Group provide financial planning, taxation, and accounting services to families & businesses across Ontario.  To help them reach a wider audience, we launched their new website - www.rochefinancialgroup.ca

We wish everyone at Roche Financial Group the very best of success.

Royal Hearts Home Healthcare is a provider of home health care programs including senior, elder, dementia, home care & CHHA training serving across Lodi, New Jersey. To help them reach a wider audience, we launched their new website - www.rhhealthcare.com

We wish everyone at Royal Hearts Home Healthcare the best of success.

So, you want to build or update your website? That’s a great decision.

While having your presence felt on the web is an absolute must in the digital era, the catch lies in – the costs involved. We often get tons of queries that are along the lines of – how much does a website cost or how much does it cost to build a website?

Depending on where you look, you will get different answers which can make the process more challenging and confusing. Without further ado, let's dive in.

Hiring a website developer is one of the most common ways to build a website. However, you can always opt to use a website builder or create one directly in WordPress, the world's most popular Content Management Systems, where you can create a basic site with basic features for a low cost.

It's not always necessary to hire a web developer, but then again, going for a free alternative may not align with your business objectives either. A lot of things come into play when trying to figure out how much it costs to build a website such as:

1. Domain Name

   Your domain name is what people type into their browser such as https://www.google.com. Not only does it represent your brand, it is your address in the online world."

   What you will be paying for:

   To register a domain name for your website, you have to shell out anywhere between $9 - $14.99 per year. This earns you the rights to use the domain for one year and then must be renewed once expired. Otherwise, anyone else can purchase and use your website domain instead.

2. Website Builder

   A website builder is a must, regardless of whether you are a rookie or a seasoned developer. It lets you create a website just the way you want while giving you some essential website features such as Plugins, SEO tags, and so on.

   WordPress is often the platform of choice for new website owners due to the endless features and possibilities it offers. If you want to get complete control over your website, using an effective website builder and CMS is the only way forward.

   Alternatively, you can use other website builders like Webware’s All-in-One Solution, which takes care of all your website needs and helps you get up and running quickly.

3. Web Hosting

   Web hosting refers to where all of your website content is stored to make it accessible to people online. Usually, this is handled by an external firm that allows you to 'rent space' on their servers to make sure that your site is available to users 24/7.

   What are the different types of web hosting services?

   Here are a lot of different web hosting services you can opt for depending on your overall business needs.

   Shared Hosting	$2.49 – $15 per month
   VPS Hosting	$20 – $80 per month
   Dedicated Hosting	$80 – $300 per month
   Cloud Hosting	$4.50 – $240 per month
   WordPress Hosting	$4.99 – $830 per month
   Blog Hosting	$2 to $20 per month

   How much web hosting will cost for you depends on several factors such as the size of your website, the number of custom features it contains, the average number of monthly visitors you expect, and more.

4. SSL Certificates

   SSL or Secure Sockets Layer is a security protocol that provides privacy, authentication, and integrity to your internet communications.

   SSL certificates are an important part of websites as they secure data transfers, logins, personal information, and credit card transactions. With an SSL certificate on your website, a visitor's experience is more secure and will encourage them to stay on your website longer, making them more likely to convert.

   If you've ever noticed the little green lock in the URL bar for certain domains, that is an SSL certificate. This is a tell-tale sign of building user trust and is an absolute must when handling financial transactions or requesting personal information.

   Last, but certainly not least, Google considers SSL certificates as an important ranking factor. On top of that, search engines are cracking down on websites that are 'not secure' so it is definitely something to consider.

   What does all this tell you?

   Without an SSL certificate, your potential customers may have a difficult time finding or even accessing your website. This will affect the traffic you receive and therefore, profitability.

   How much does an SSL certificate cost?

   SSL Certificates can come free of cost and can go up to $450 per year. The average price range can be somewhere around $50.

   

All Things Considered, Here's How Much a Website Costs:

Depending on your needs, basic web development can cost you anywhere from $100 to $500 to $3000 and if you're looking to add more premium features, this price can easily increase by a few thousand dollars. However, if you just need something simple then you will be able to keep this cost down.

The next set of costs to consider are for your domain name, web hosting, and SSL certificate which costs about $150 per year on average. If you decide to go with a website builder, these will generally have the cost of web hosting and SSL certificates included so you will just need to purchase your domain name separately.

As your website and business expand, so will your online presence which can lead to some additional enhancements to improve functionality. It is important to assess your long-term goals and future needs so you can budget accordingly.

Webware Recommends:

• Set a realistic budget for your website before you decide to spend on various premium themes or plugins.
• Keep the costs low when you are just starting out and settle for a website builder for quick and easy content management.
• Create a checklist to determine whether you need a web developer for something custom or a website builder for something more simple.
• Think about potential features you might need in the future to make sure your website can handle them.
• Handling everything yourself may not be the best option for you so it might be worthwhile to consider an easy-to-use website builder that will give you the flexibility and peace of mind you need.

Need assistance in building your website? Get expert guidance at 1-844-WEBWARE.

The other day, our team was discussing the best shows ever made. We all unanimously voted for Breaking Bad. And why not? It has an IMDB rating of 9.5 for crying out loud. On Google, it is rated 4.9 with 14361 ratings. Yet, some people have given it a lower rating.

“I would rather eat my toes than watch this again,” wrote a viewer. You bet, we were equally shocked.

Moral of the story - not everyone is easy to please.

Second moral of the story – online reviews are gaining traction.

In a 2016 report from Pew Research Center, 82 percent of American adults said that they sometimes or always read online reviews when making new purchases. Over two-thirds of the regular review readers also believed these to be “generally accurate.”

We have additional data to prove the importance of reviews – both negative and positive.

• 93% of customers will read reviews of local businesses to determine its quality.
• Reviews account for about 15% of the method Google uses to rank local businesses.
• 67% of B2B buyers want to see a mix of both positive and negative reviews when checking out a business.
• Seven out of 10 consumers changed their opinion about a brand after the company replied to a review.
• 82% of customers actively seek out negative reviews.

While there are more positive reviews than negative, why do people focus on the latter?

The answer is simple. Five-star reviews can easily be faked ...and force people to look at reviews with fewer stars to get a more genuine response.

The bad news - even one negative review can impact your business for the worse and drive potential customers away. It can undo all the benefits you received from your positive reviews.

The good news – a Harvard Business Review study found that ratings increased when businesses responded to customer reviews.

This is why, apart from setting a goal to get more positive reviews, you need to know how to respond to negative reviews.

Here’s the secret sauce to help you get it right every single time.

1. Think Of The People Who Will Read It

   The negative reviews are often out there to be read by your potential customers. They will scrutinize each line and you will never know which line or word will influence their buying decision.

   Reply in such a way that all the readers form the opinion that your firm or business is dedicated to serving customers in the best manner. Their satisfaction is your prime focus. Show that you are committed to improving their experience.

   Pro tip: Before responding publicly, respond to your customers privately over an email or a call, or invite them to solve the matter in person. This increases the chance of them changing their review and rating.

   

2. Constantly Monitor Your Reviews

   Thinking of how to respond to negative reviews on Google? Do you struggle with responding to all of your negative reviews on other platforms as well? This is where Online Reputation Management tools (ORM tools) can help you.

   You can use them to monitor various online platforms and respond to negative reviews quickly. This is important because customers whose complaints get handled in less than 5 minutes are likely to make a future purchase from your business. If you don't say anything or wait too long to respond, this will only annoy your customers and get them to turn away from you forever. A timely response means you care for your customers. Period.

   

3. Keep Calm and Handle It

   Regardless of the outcome, always acknowledge the problem at hand. Without this, the customer may feel like their concerns are not being recognized which can escalate the situation. The rule of the thumb is to stay positive.

   Start by thanking them for bringing this issue to your attention and proceed to offer them a resolution with a sincere apology. Anyone who sees the complaint will take into account how positively you handled the situation which will go a long way to improving your company's online reputation.

   Pro Tip: Make sure you have a game plan ready before responding. Keep a database of positive responses on hand for anyone to respond with on behalf of your team.

   

4. Be Genuine to a Fault

   The first step to addressing a negative review is to understand your customers' point of view by putting yourself in their shoes. Ask them the details of what went wrong and what steps you can take to avoid a similar situation in the future.

   Even if the matter is trivial or it is just a misunderstanding, showing customers that you genuinely care, will help your cause in winning their confidence. Be empathetic, and find out what bothered them with clear and succinct communication. And most importantly, be professional, helpful and objective.

   Pro Tip: You can also sign the reply with a name to show customers that they are talking to a real person from your company.

   

5. Offer A Solution

   This has already been covered in previous points but we are mentioning it again because it's very important. Offering customers an immediate remedy or quick solution can improve their happiness in no time at all and can help end the review thread on a positive note from the customer.

   There are many ways to offer a solution based on the situation at hand. If they are unhappy with a specific person from your business, let them know you will look into the matter. If they had an issue with your product, offer them a refund or a discount on their next purchase. If they received poor customer service, offer them a sincere apology with a gift card. At the end of the day, winning back a disgruntled customer is worth more than a few dollars in the long run!

   

The Wrap

Trying to pretend that a negative review does not exist will do nothing but make a bad situation worse. By making sure you respond to them personally in a timely manner, there is a good chance you can save yourself from losing a valuable customer while displaying your outstanding customer service. Show people that you are a business who cares.

TLDR:

• Negative reviews are not always bad for your business.
• Responding to each negative review is important
• Keep a list of responses handy
• Be prompt, professional, and positive while responding.
• Show that you are authentic

The Painting Contractors at Timeless Expressions Painting offer a wide range of services to meet your residential and commercial painting needs across Vaughan, ON. To help them reach a wider audience, we launched their new website last week - www.timelessexpressions.ca

We wish everyone at Timeless Expressions Painting the very best of success.

JHS Mortgage Expert offers mortgage services including first-time home buyer's mortgages, second mortgages, debt consolidation, and more across Mississauga, ON. To help them reach a wider audience, we launched their new website last week - www.jhsmortgages.com

We wish the team at JHS Mortgage Expert the best of success.

Grayson Pratt Interiors offers interior design, interior decorating, and home renovation services across Atlanta and the surrounding areas. To help them reach a wider audience, we launched their new website - www.graysonprattinteriors.com

We wish the team at Grayson Pratt Interiors the very best of success.