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July 25, 2019

The 5 Stages of Online Reputation Management [Infographic]

By: Alex Hay

Today’s leading marketers understand how important online reputation management (ORM) is to their business. Effective ORM strategies are essential to both promoting and protecting your brand online. In our latest infographic, we lay out the roadmap for ORM success for your business and the 5 stages of the process you’ll need to pass through along…

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reputation management infographicToday’s leading marketers understand how important online reputation management (ORM) is to their business. Effective ORM strategies are essential to both promoting and protecting your brand online.

In our latest infographic, we lay out the roadmap for ORM success for your business and the 5 stages of the process you’ll need to pass through along the way.

Some of the key highlights from this free infographic include:

 

  • 67% of Consumers Will Try a Product with a Good Reputation – It becomes clearer year-after-year that online reviews and reputation is key to getting consumers to trust your products and brand. Reviews are highly valuable to your success, as consumers rely on the comments of others to determine whether your brand is genuine and trustworthy.
  • The Average Consumer Will Read 10 Reviews Before Making a Purchasing Decision – One good review for your business isn’t enough–consumers demand to see a burden of proof that your products and services are reliable. They’re often willing to overlook a bad review here and there, but customers want to see general consistency across your brand.
  • 65% Increase in Review Responses Using ORM – By implementing ORM solutions and strategies, one of our clients was able to see reviews as soon as they were posted and could respond to the customer in a much faster turnaround time than when they did not have a strategy in place. Responding to reviews in a helpful and timely manner builds goodwill with customers, as they enjoy being engaged personally and having their concerns addressed in a meaningful way.

Want more insights like these and a complete roadmap to ORM? Download this infographic here.

About the Author

Alex Hay
Content Marketing Specialist

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July 24, 2019

How to Approach Patient Experience in Hospice Care

By: Alex Hay

Hospice care and palliative care programs have been some of the fastest-growing services in the healthcare industry within the last decade, with almost three-quarters of U.S. hospitals offering hospice care programs. Caring for patients with advanced illness is a difficult calling, especially for the front-line caregivers who assist patients every day. There are many hurdles…

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hospice patient experienceHospice care and palliative care programs have been some of the fastest-growing services in the healthcare industry within the last decade, with almost three-quarters of U.S. hospitals offering hospice care programs.

Caring for patients with advanced illness is a difficult calling, especially for the front-line caregivers who assist patients every day. There are many hurdles to overcome when running a hospice program, including making sure the patients and their families get exactly what they need and have access to the level of care and comfort they need at any given time.

Ensuring there are enough palliative and hospice care specialists on staff only scratches the surface of what it takes to meet patient experience expectations. Unlike other healthcare fields, there has to be a special consideration for empathy and communication with terminally ill patients. The typical examination, diagnosing and treating processes that physicians are accustomed to will not help your program be successful

When it comes to excellence in hospice patient experience, there are three main things to remember: Coordination, communication and comfort.

Coordination of Care for Hospice Patients

Palliative care specialists are few and far between, and for many programs, having many on retainer simply isn’t an option.

To ensure you are getting the most out of your specialists, make sure they are taking care of the most complicated cases and training the rest of your caregiving staff on how to treat patients the right way. This will free them up to better take care of the patients hurting the most and figure out how to further improve patient care.

Training must go beyond the normal bounds of medical practice, as caregivers need to be able to meet a patient’s social, spiritual and medical needs. While this may seem like a risk or even a huge cost of time and resources, it’s the quickest way to ensure your patients’ needs are being met while ensuring your standards of care are being met.

In hospice and palliative care, many times a patient will have multiple types of specialists (cancer, dietitians and social or spiritual workers) working for the patient. This means it’s essential that everyone is at the same page at any given time.

Having a comprehensive program means you also have good standards in place so every potential situation is planned for ahead of time. Consistency of care is imperative for a successful program.

Improved Communication Helps the Patient Experience

Communication between physicians and caregivers isn’t the only area where relationships have to be strong. In order to improve the patient experience, your program has to be great at communicating with the patient and their families.

At the heart of hospice care is the deep desire to help patients during the most trying times of their lives. That means taking the time and effort to better understand their needs, and deliverer a level of empathy that most areas of healthcare aren’t used to.

Listening to the patient, and their loved ones caring for them, is by far the most important behavior that your team should focus on. While caregivers are great at diagnosing and knowing how to help patients in pain, they don’t always take the time to listen.

Pay Attention to Patient Comfort and Feedback from Loved Ones

Unlike most service lines, hospice care patient satisfaction is measured very differently than most clinical outcomes. When evaluating your program, pay attention to not only the patient, but to family members and loved ones as well.

Here are some key metrics to focus on when evaluating the success of your hospice care program:

  • Feedback from families and loved ones
  • Hospital mortality rates
  • Time from admission to palliative care delivery
  • Variety of services and specialists

When it comes to choosing a hospice care program, families and loved ones look for programs with a reputation for meeting the highest standards of patient-centric care and will ensure a peaceful and dignified passing for the patient. Almost every program has the same services, so you have to set yourself apart by providing the ultimate level of comfort for your patient and their loved ones.

One way to do this is to look at online reviews.

What people say online about your hospice care program can greatly impact which facilities advanced illness patients seek out. Take patient care analytics and family feedback seriously and look for ways to improve your service.

Remember, there is no form of care more personal and meaningful than hospice and palliative care for the patient. Developing a positive reputation is imperative to growing the program.

Having a good reputation online can help you:

  • Improve your local search engine optimization (SEO)
  • Discover areas where you can improve the quality of care
  • Open your services to deliver care to more patients in need

About the Author

Alex Hay
Content Marketing Specialist

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July 23, 2019

How to Improve Senior Living with Online Listings and Reputation Management

By: Aaron Clifford

In our latest webinar, Binary Fountain’s Sr. Vice President of Marketing Aaron Clifford and Senior Living SMART‘s CEO Deborah Howard discussed best practices for senior living communities to use to get in front of their desired audiences, improve their online presence and listings as well as how to use existing online feedback to make operational improvements….

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senior livingIn our latest webinar, Binary Fountain’s Sr. Vice President of Marketing Aaron Clifford and Senior Living SMART‘s CEO Deborah Howard discussed best practices for senior living communities to use to get in front of their desired audiences, improve their online presence and listings as well as how to use existing online feedback to make operational improvements.

Here are some of the key takeaways from the presentation:

The conversation with residents begins online—optimizing your website and listings helps to facilitate this conversation

To discuss how listings are making an impact on senior living communities, let’s first look at how seniors are using the web and making purchasing decisions. According to the 2017 book Social, Silver Surfers, 82% of seniors use search engines for online activity and 57% of those use the web for shopping.

This information tells us that, despite differences in technology adoption and usage between seniors and younger generations, seniors are still active and engaged online at very high rates.

So how do you build a listings strategy for targeting senior audiences? In order to participate and launch a listings strategy, you need to have access to your community and property profiles on the sites you’ve identified. Without this critical first step of taking ownership, you won’t know what residents are saying, nor will you be able to engage. If you haven’t yet done this, it’s likely that listings or profiles already exist that you don’t know about or have access to.

This can be accomplished simply by Googling your business name, creating a list of all review sites your communities appear on, and claiming each profile as necessary. With this out of the way, you can assign ownership within your organization to address listings and respond to reviews, whether it’s the duty of one director or a team of people responsible for communications.

Resident reviews are an unfiltered look into the health of your organization’s operations—utilize reviews for change and growth

Now that you have healthy listings, you can begin to track changes in your reputation and start making tangible improvements to your organization

The first step is to lay your end goals and set expectations to meet them. You’ll get the most out of your reputation management solutions by setting goals and plotting out directions on how you’re going to get there.

Get organization-wide buy-in. Though reputation is largely managed by directors or a marketing team, you need to get your entire staff on board and committed to making changes based on what your residents are saying.

Don’t limit your ability to be discovered—optimize ways for potential residents to find you

Multichannel marketing works best – although more seniors are searching online, traditional marketing methods like direct mail, email, advertisements and even SMS campaigns are all effective ways to spread the word about your community

Insights from reviews can highlight what things residents like the most, which can inspire new marketing campaign ideas – if residents enjoy attending performances at their community or have access to special physical therapy services, feature these into your messaging

Find potential testimonials from resident surveys or reviews – if certain reviews stand out and highlight positive aspects of your community, share them as testimonials for greater visibility

Register here to view the complete presentation on-demand.

About the Author

Aaron Clifford
SVP of Marketing

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July 18, 2019

9 Instagram Marketing Strategies for Apartments

By: Alex Hay

With almost 1 billion users, Instagram has quickly become one of the most active social media platforms over the last four years. Unlike most social media platforms, however, Instagram drives significant engagement from its users. How significant? According to Hootsuite: 60% of users find a product or service on Instagram Instagram has a 2.2% engagement…

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Instagram Marketing Strategies for ApartmentsWith almost 1 billion users, Instagram has quickly become one of the most active social media platforms over the last four years. Unlike most social media platforms, however, Instagram drives significant engagement from its users.

How significant?

According to Hootsuite:

  • 60% of users find a product or service on Instagram
  • Instagram has a 2.2% engagement rate compared to Facebook’s .22%
  • 75% of users engage with brands by visiting a website after they find them on Instagram
  • All income levels use Instagram

Instagram is the perfect social media channel for apartment and multifamily complexes because it allows you to really showcase the visual elements of your complex, neighborhood and city. Remember, at the end of the day you aren’t just selling a place to live. You are selling the new version of a white picket fence.

Instagram, however, isn’t just posting a pretty picture. You have to know how to be effective or you will have a bunch of photos with no tangible revenue.

Using these Instagram marketing strategies for apartments will help you gain followers, attract the right kind of engagement and fill your apartment with quality tenants.

Instagram Strategy: Understand What Instagram (and Users) Want

Unlike Facebook, Twitter and other social media platforms, Instagram has been focused on making sure that users don’t leave their app. This is why they don’t allow links in their posts to outside content, otherwise known as your website, without paying an advertisement fee.

In a world that has gone crazy with link spam, many have said that Instagram has been a breath of fresh air for their social media viewing pleasure.

Of course, that doesn’t make your marketing efforts any easier.

That’s ok though because there are ways to get links to your content on Instagram. You just have to get a little creative when you create your post.

Here are the easiest ways to get clickable links on your Instagram account.

Edit Your Profile and Include a Link

When it comes to an Instagram marketing strategy, it doesn’t get any more basic than this.

The easiest (and free) way to put a clickable link into your Instagram presence is to edit your profile within the app with that link to your website. Simple enough right?

If you have a particular campaign or special, make sure you go back into your profile and change out the link copy and the link itself, so you are driving traffic to where it matters most. Do not set a link and then forget to change it! Stale links give the wrong impression about your multifamily complex, especially if you used a promo that is no longer available.

Use a Third-Party Service

There are a few third-party services that will allow you to create a clickable link. Some of them include:

Set up Paid Ads on Instagram

If you’re trying to promote your website or link somewhere through your apartment’s Instagram, the best way (though not the cheapest) is to pay for advertisements. You can boost a post for as little as $1, though you will be unlikely to get your desired results if you are stingy.

While you may feel icky about buying an advertisement on a social media platform, the reality is it is the fastest (and most effective) way of ensuring that your Instagram posts generate quality interest.

Sometimes it pays off to pay to play.

Have a Strategy for Instagram Stories

Instagram Stories is Instagram’s competitive answer for Snapchat, though they operate a little differently.

Stories came out in 2016 and are currently reaching hundreds of millions of users a day. The audience that uses Stories is also extremely engaged, with 25-year-olds and under spending 32 minutes a day on average on the platform.

At its core, Instagram Stories is a way for advertisers and users alike to string together multiple videos and images into one larger post that is erased after 24 hours.

Stories are one of those features that can be really helpful for an apartment complex, but you have to have the right strategy in place. The last thing you want to do is spend a lot of time building the content and having no results for your work.

Here are some marketing strategies you can use for Instagram Stories to enhance your apartment marketing:

  • A story documenting improvements/renovation to your units or buildings
  • A story showing how your tenants get the most out of the amenities at your multifamily facility
  • Footage of what an open house or event looks like at your property
  • Holiday celebrations at your property
  • Footage of the surrounding neighborhood to sell the lifestyle of the location

If you get enough followers on Instagram, you can also get verified on Stories, allowing you to add links in the more details section of Stories. In order to get verified, you need to have over 10,000 followers, which will be difficult, but certainly worth it.

Growing your channel by creating awesome content should be your ultimate goal.

Add Links on Instagram

If you’re not sure how to add a link, follow these steps:

  1. Take a photo with your phone’s camera or upload one to your Instagram Story, and then click the link icon at the top right.
  2. Click “+ URL” to add a link to the webpage you want. Make sure that the link is relevant to whatever content you are posting. One of the worst things that you can do to erode trust with your audience is spam links that aren’t relevant to the content you are posting.

If you wanted to link your Story to your IGTV video, you can choose that option at this time.

  1. Type or paste the URL into the text box. When you’re finished, click “Done” in the top right corner
  2. Finally, click the “+ Story” button at the bottom right of your Story to publish. Now your story is published with a swipe up link.

Optimize Your Hashtags

Like most social media networks, you can use hashtags to expand your digital footprint on Instagram. Unlike Twitter, when people want to look for content on a certain topic on Instagram, they have to search by hashtag instead of just basic keywords.

You will want to optimize your hashtag usage to focus on popular topics that make sense for your apartment complex so new people can discover you. Don’t just go for flash in the pan hashtags: focus on ones that help you attract the right type of prospective renters.

You will also want to make sure you are tying your hashtags into the kind of lifestyle you want to sell a potential tenant. If you have a location by a sports team’s stadium, use that hashtag on game day. If you are by great local restaurants, see if you can find a partnership of cross-promoting each other on Instagram.

We recommend using at least three hashtags on each of your posts for maximum impact. Make sure that the hashtags are relevant to whatever you are posting.

Post Specific Photos of Units

One of the best things that you can do to attract new tenants is post pictures of specific units you are trying to fill. This makes it easy to understand what you are offering at any given time and allows consumers to find that exact unit on your website.

Next, build a specific landing page on your site about the units in question that is easy to navigate to on your website to encourage people to look at specific offerings. Mention in your post that the unit is available and that they can find out more details by clicking the link in your bio and viewing your website.

“Regramming” Your Tenants

When developing an Instagram strategy for your apartment complex, don’t just focus on taking pictures of your property and events. Regramming photos your tenants take helps you gain exposure to their audience and shows that you are an active participant in their enjoyment of your complex.

This is called user-generated content or UGC.

Please note, it is usually industry best practice to make sure you credit the source of any photos your account regrams. You should always ask for permission from the creator before sharing it.

If you are just getting started with UGC, ask tenants to post pictures of their events that they host in the common area or out by the pool (if your property has one) and tag your apartment complex in the photo.

You can offer little incentives or even have an apartment wide contest with prizes. Instagram contests are a great way to engage your tenants and see what they most enjoy about living at your property. It can also show you what you may be missing from improving their renting experience.

Start Instagramming Today

Now that you know the strategies for promoting your multifamily property on Instagram, it’s time to go out there and build your digital footprint! We hope you enjoyed these strategies and leverage them to build your brand, build audience engagement and continue to test new ways to grow your business.

If you are interested in learning more, check out our specific webinars for multifamily facilities:

3 Best Practices for Optimizing Your Social Media Management Strategy

How to Make Multifamily Property Listings & Reviews Work for You

How to Build Your Property’s Digital Curb Appeal

About the Author

Alex Hay
Content Marketing Specialist

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July 17, 2019

Ask an Expert: How Important Is Review Management for Healthcare?

By: George LaDue

In this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management. In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to managing reviews for healthcare providers. How important is review management in healthcare? George LaDue: In today’s world, it is a necessity for brand reputation…

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review management for healthcareIn this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management.

In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to managing reviews for healthcare providers.

How important is review management in healthcare?

George LaDue: In today’s world, it is a necessity for brand reputation to maintain and control your online presence as a physician or healthcare provider. With almost 80% of patients now getting online to search for their provider, the impact is clear. However, the degree to which this has an impact depends on the specialty. As an example, a radiologist is seldom searched for online, compared to something more common like an orthopedic surgeon. 

How do reviews relate to brand visibility?

Reviews and ratings make up a critical component of every patient’s search. Conduct a simple search for a provider, and you will see all the different sites that will be returned in an online search. Having increased reviews on Google or your own website can also lead to increased search engine optimization and brand promotion. Review signals are one of the primary search ranking factors in any local search.

Can bad reviews and ratings ruin your reputation?

Absolutely. Think about the beginning phase of the patient journey when they need to seek healthcare options. 

Initially, they may search for their symptoms online to decide if they can resolve the issue via home remedies, or if they need to see a physician. 

Next, if they need to see a doctor, they might look at their health insurer’s website to see who is in their network. 

Additional factors include proximity, how far they are willing to travel. This may depend on the severity of the issue and if they only have access to public transportation. Availability of appointments and how quickly they need to be seen will also factor in. 

After those, if they still have options (which they most likely will), they will look to the experiences of other patients. This is where reviews and ratings come in. If physician A has a 1.2 average star rating, and physician B has a 4.3 average star rating, this can lead to a bad reputation

It’s a pretty simple decision for that patient to elect to go with physician B to make that appointment. 

It is not wise to ignore this. We often see many health systems recognize that these online ratings may not fairly represent that provider’s reputation and will take action to improve their online presence.

How should managers respond to negative reviews?

It depends on the severity of the negativity contained in the review. Make responding to patient concerns a priority and you will maintain a good online reputation.

To do this, first take the conversation offline. If you are not able to do this, remember to comply with HIPAA guidelines in public-facing responses. Most importantly, respond timely and empathetically. And lastly, remember to thank reviewers for positive feedback.

What about fake, fraudulent or bad faith reviews? How do you find them, and what can you do about them?

You are able to flag reviews as inappropriate if they fall within specific guidelines on a given listings site. How can you spot a fake review? Fake reviews sometimes have one or more of the following attributes:

  • A phone number or web address and asks readers to take an action that has nothing to do with your business.
  • Avatars with vague imagery or stock photography. Accounts with these types of visuals have often been created for the sole purpose of posting fake reviews.
  • Incorrect grammar or multiple spelling errors.
  • A review about current or past employment.
  • Contains general political, social commentary, or personal rants.
  • Contains sensational claims of harm.

What are some advantages of review management services?

Time savings is one of the biggest, most tangible results of a review management service. Another is the ability to be aware of what is being said about your provider online. Service recovery in a timely manner is another. And finally, improving your online presence – all of these lead to more visibility online, more interest, more appointments, more revenue and ultimately, a better patient experience. 

At Binary Fountain, healthcare reputation management is a major area a major focus of our organization. We work with over 300 health care organizations, including six of the top 10 health systems in the U.S. In all, we’re monitoring 900,000 physicians. 

All of that experience leads to us being able to consult with these healthcare organizations on what has the biggest impact on reputation. 

We offer a holistic platform in patient experience and online brand management that enables our clients to really handle that online patient journey through one centralized dashboard. 

That is a big component, and we commonly hear it is not just the simple monitoring of online reviews and responding centrally that matters. Any reputation management technology or tool might have that out there. But taking a step further and really learning from what our patients saying through these online reviews makes the difference. 

We can ask: What are they saying, and where can we improve? Whether it’s at a physician-level or an operational level, the location or the brand, focusing on the areas that they really need to put attention on and even comparing those against the competition can give an organization an advantage. Conversely, there are areas you may be excelling in that you should be promoting. 

There are many different strategic ways you can use the data analytics that we provide. You really will not see that elsewhere out there in the online reputation management space.

To see part 1 of this Ask an Expert interview with George LaDue, click here.

 

About the Author

George LaDue
Sales Director

George helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.

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July 16, 2019

5 Great Local Link Building Strategies for Apartments

By: Alex Hay

When it comes to showing up when people are searching online for an apartment complex, chances are you have felt the squeeze. There are so many multifamily complexes in your area, it’s hard to make your apartment complex stand out compared to the competition, especially in Google Search Results. So how do you win at…

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local link building strategies for apartmentsWhen it comes to showing up when people are searching online for an apartment complex, chances are you have felt the squeeze. There are so many multifamily complexes in your area, it’s hard to make your apartment complex stand out compared to the competition, especially in Google Search Results.

So how do you win at the game of ranking #1 in your area?

Sadly, Google isn’t going to tell you. At least not directly. There are many guidelines on what you need to do to rank, but there are hundreds of ranking factors that are taken into consideration when determining what pages should rank.

One of the very top items on the list is backlinks. These are essentially plus one votes in Google’s eyes when determining the value of a specific page. So how do you attract quality links to your site?

Here are a few link building strategies to consider for your apartment complex.

What are Backlinks?

Backlinks are links from other websites that point to your site with anchor text. The more quality backlinks you have, the more likely your site is to rank.

Anytime someone links to you on a website or in social media, it’s considered a backlink.

While the early 2000s saw Google weigh quantity of backlinks over quality, that has changed over time. Today, you want quality links (relevant to your niche market) instead of the total number of links.

In the past, you were able to pay someone for backlinks for a few hundred dollars each month and get your website to rank quickly. That isn’t the case anymore and could actually get your site blocked from appearing in Google search results with a manual action!

Having numerous relevant links will ultimately help your site gain ranking in your geographical area.

For example, an apartment complex will want links for local real estate websites because they are relevant to the industry.

You also want to make sure you have a diverse group of sites linking to you. If your links are only coming from one site, Google will have a hard time believing those are quality links.

How Many Links Does My Apartment Site Need?

At the end of the day, it really comes down to how competitive your area is, but you shouldn’t just worry about what your competition is doing and instead look at ways to improve your site.

Remember, there are few laws to link building:

  • Never pay money for a link
  • Never spam your links across the internet (using message forms or other ways)
  • Never put your link on a gambling or pornographic site
  • Always look for relevant backlinks to your industry

How Do I Get Backlinks for My Apartment Complex?

The key to linking for apartment complexes is developing a targeted approach to getting links within your community while offering great content for your users to attract more backlinks in the future.

You will want to make the right connections within your community to get the right links flowing to your site.

Build Links on Listing Sites

Building local citations on listings sites like Axiom, Foursquare and Infogroup will help your site build some authority for local search results and within those third party platforms. When adding your listing to these sites, make sure the information you post is accurate and matches your Google My Business listing.

You will also want to make sure you are keeping track of your user ratings on these sites. The better reviews you have, the more likely you are to show up in search results. Binary Fountain can help with that by providing a singular place for you to review customer feedback and the actionable insights you can take to improve your tenant’s experience.

Real Estate and News Websites

 As previously mentioned, finding real estate websites (especially news related ones) is a great way for you to build links. Specifically, you want to find websites that are mentioning what it is like to live in your geographical location.

These kinds of sites are always looking for industry trends and statistics that they can use to populate their site. Potential renters are always curious about fluctuations in prices, so finding websites that talk about living in your specific city could help you be the first place they see in their research.

Similarly, local news stations are always looking for a good story. Use this to your advantage by pitching stories about local trends and when you have an exclusive story to pitch (like a new building).

Local Events and Businesses

A really great way for you to find backlinks is to look within your community.

What events are going on? What restaurants, influencers and lifestyle websites are good strategic partners for your apartment complex? Building links is all about creating great relationships.

Think about burger contests, St. Patrick’s Day events and others within your city that you can help sponsor or be part of in some capacity. All of these are opportunities for you to build a healthy relationship with your community… and help build backlinks to your website.

Additionally, reach out to the contractors, architects and others who helped in the construction of your building. Make sure they have links to your site as a way to show off their work.

Build Great Content

The best way to earn links to your site is to create great content that people want to share. This has to be quality content that sells itself (but a little salesmanship never hurt to get the process started).

Write a definitive guide on what it’s like living in your city. What restaurants do people need to check out? What do people from out of town need to know?

Depending on your market, these keywords are usually not that hard to rank for and give you the opportunity to link out to some of the people you want to link to you in the future.

Have a Great Online Reputation 

If you want to appear in more search results, backlinks are a great way to start, but you also need to add online reputation management to your apartment marketing strategies.

One key takeaway from backlinking strategies for apartment complexes is that it’s all about building good relationships with your community and having a great reputation. The same can be said for your online reputation.

Quality online reviews are one of the many ranking factors Google uses to determine what pages show up on local search, so it’s the perfect complement to your SEO efforts.

 

 

 

About the Author

Alex Hay
Content Marketing Specialist

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July 11, 2019

Examples of Reputation Management Success for Multifamily Properties

By: Alex Hay

It’s not hard to see the value of implementing successful reputation management strategies for multifamily properties. According to our 2019 Renter Insight and Digital Engagement Survey, 96 percent of renters considered online reviews and ratings when searching for a property and 85 percent also said they would consult online reviews even if they had been given…

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multifamily reputation management successIt’s not hard to see the value of implementing successful reputation management strategies for multifamily properties.

According to our 2019 Renter Insight and Digital Engagement Survey, 96 percent of renters considered online reviews and ratings when searching for a property and 85 percent also said they would consult online reviews even if they had been given a personal referral at the start of their search.

So how can property owners make the most of online ratings and reviews? See examples of how some organizations have found multifamily reputation management success:

Building Digital Curb Appeal with Reputation Management

Gene B. Glick Company is a privately-held real estate ownership, development and management firm with more than 20,000 units in 13 states. The company’s philosophy, “Built to Be Home,” is reflected through its industry leadership in customer service, property management and quality construction of affordable and market-rate apartment units.

Resident experience has always remained a high priority throughout Glick, however online ratings did not reflect that and property managers were concerned about how the negative reviews were being received. Recognizing that online reviews affected their properties’ “digital curb appeal” with potential residents, marketing implemented a company-wide reputation management strategy with the support of management.

To improve Glick’s online presence, marketing set goals for responding to all reviews, increasing positive review volume and using feedback to facilitate quick service recovery. However, Glick needed to address the challenges of scaling their efforts across 100 apartment communities with a small marketing team. They needed a solution that could quickly notify them when online reviews were posted, help them easily and efficiently collaborate on responding, and provide the reporting that would help them track progress, uncover resident experience trends and benchmark against competitors.

By implementing automated alerts, executives gain transparency into on-site service recovery and communications with staff. This made their jobs managing customer success easier. Through these communications, they recognized staff for their good work and improved customer interactions.

As a result, Gene B. Glick Company saw:

  • Customers changed online reviews for the better based on their response to the customer’s feedback. As a result of its online reputation management initiative, from 2016 to 2017, their key performance indicators (KPIs) showed that
  • Reviews increased by 84%,
  • Overall experience score improved by 3.7%
  • Response rates boosted 72%

See more on Gene B. Glick’s Results here

Increase Consumer Engagement

Mill Creek Residential develops, acquires and operates high-quality apartment communities in desirable locations coast-to-coast. They have developed more than 15,000 apartment homes across 50+ communities nationwide.

Mill Creek originally rolled out a different reputation management solution to 19 of their communities. The solution was too complex and time-consuming, requiring users to login to multiple sites to manage their work. Mill Creek’s marketing team realized that team-based workflow inefficiencies was adversely impacting consumer engagement. As a result, response rates of reviews were less than 25%.

Mill Creek chose Binary Fountain solutions to help it more productively manage online reputation. The platform enables Mill Creek’s marketing team to manage their entire program, including team-based workflow tools that help manage the process of posting their marketing messages.

As a result, Mill Creek Residential saw:

  • Response rates improve by 65%
  • Approval hierarchies for community managers and marketing team
  • All reputation management needs accessible in one platform

See more on Mill Creek Residential’s Results here

About the Author

Alex Hay
Content Marketing Specialist

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July 10, 2019

Ask an Expert: How Can Healthcare Providers Best Utilize Reputation Management Strategies?

By: George LaDue

In this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management strategies. In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to getting started with reputation management for healthcare providers. How does one get started with reputation management in the healthcare space? George LaDue: The…

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healthcare reputation management strategiesIn this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management strategies.

In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to getting started with reputation management for healthcare providers.

How does one get started with reputation management in the healthcare space?

George LaDue: The first step with any healthcare reputation management program is to claim and take control of all the different listing sites out there. It can be called “claiming pages” or “cleaning your listings”, but essentially this simply means taking ownership of each page.

You must follow the processes associated with each individual listing site out there. On average, you see a physician might have 10 pages online on different sites that are specific to them. Do some math and multiply that by the number of providers you might have in your organization. You quickly see how that can become an extremely daunting task if you have multiple physicians, providers or locations that are part of your practice or health system. 

That is why a service like Binary Fountain can be a time-saver and make the process efficient for your organization. 

After that, the process should include:

  • Reviewing your online presence
  • Claiming your listings
  • Monitoring online reviews
  • Responding appropriately to reviews
  • Generating new reviews – correctly
  • Making operational improvements based on feedback
  • Consider providing 1st party reviews on your website

Each of these online reputation management strategies circles back to one thing: How do you make an impact on your online reputation in a way that gets more patients to find you, while keeping the patients who are already there? 

What should you focus first when it comes to reputation management?

When we are working with a group in a healthcare setting, sometimes preconceived notions exist. Both older and younger physicians might have very different views. Trying to corral providers or physicians and communicate to them about the importance can have its challenges in itself. 

It might be some people that aren’t savvy online in general and they don’t recognize the full importance of it. So it is very important to educate them and explain how it makes an impact. That is usually something that is a first step to putting an online reputation management services program together. However, sometimes you do not even need to involve the physicians. You just take on this program yourself as a marketing VP or practice manager. 

Ultimately, you need to know what is being said about the provider and the practice. If you understand that feedback and how to handle or learn from it, you can improve the organization.

What matters most when it comes to reputation management?

Think of reputation management from the perspectives of both the patient and the physician. The patient wants accurate information; the physician wants to be fairly represented.

A physician might have an excellent word of mouth reputation from existing patients. But if potential patients do a search online for the location or provider, what are they seeing? The ability to centralize this feedback and get a good understanding of it is the first step toward service recovery.

From the patient’s perspective, if someone leaves a negative review, they are trying to be heard. If you don’t anything with it, that review is going to hurt your online presence. But if you engage that patient and try to resolve that issue, it shows you are customer-centric. For other patients, it shows the organization cares enough to try to fix the issue that this patient had. That, in itself, can go a very long way. 

How does Binary Fountain differ from other healthcare reputation management tools?

We are the premier patient experience and online brand management solution in the healthcare space. We are working with over 300 healthcare organizations and among them are six of the top 10 health systems in the U.S.

Since serving our first healthcare client in 2011, we have gone on to monitor the online reputations for 900,000 physicians. 

That experience has led to us building a best-in-class infrastructure and define best practices for the industry. 

In addition, we have created an entire healthcare reputation management ecosystem. We understand that when you adopt our solution you do not want a siloed type of technology. There are many different moving pieces in a healthcare organization, and a lot of times we partner to integrate with additional solutions or services – like a survey company, for example. 

We have the ability to take those surveys through our system to calculate a star rating. We take the comments from those surveys and republish those online to your own website. We help you take control of that online conversation to drive the traffic there and improve your reputation. 

 What are some additional benefits that healthcare providers feel once they begin using the tool?

Overall, providers become better represented with a more accurate online reputation. This can lead to increased confidence from the patient before the patient ever enters the room. 

Ultimately, this leads to a host of benefits including more appointments, faster service recovery and gaining insights from patients to better improve patient satisfaction and their quality of care. 

About the Author

George LaDue
Sales Director

George helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.

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July 09, 2019

4 Simple Tips for Online Reputation Management for Dentists

By: Kayla Zamary

If you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers. This is why online reputation management for dentists is so important. Generating good online reviews will help you grow your practice and continue…

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reputation management for dentistsIf you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers.

This is why online reputation management for dentists is so important.

Generating good online reviews will help you grow your practice and continue to serve more people in your community.

We’ll show you how build a strong online reputation, which will help you attract new customers and increase patient retention. Following these basic steps will help you get to where you want to go.

Why is Online Reputation so Important for Dentists?

The dental business is a competitive one, with most cities having tons of practitioners just a few exits away. With all these options, the average consumer has no idea why they should choose you over another oral healthcare provider.

That’s where online reviews come in.

Potential patients look at dentists, orthodontists and oral healthcare professionals online before choosing a provider. In fact, a recent survey found consumers will go through an average of 10 online reviews before selecting a local business.

This means that what people are saying about you online (and your composite star rating) matters.

It isn’t just the quality of reviews – frequency and volume matter too. According to the same BrightLocal survey, 85% of consumers thought online reviews older than 3 months were no longer relevant.

If you work in an area where dental coverage is rare, your online reputation is that much more important. Prospective patients without dental insurance are even more likely to be influenced by online reviews because they don’t have a set list of in-network dentists to choose from.

If you haven’t been paying attention to your online reputation, chances are you are missing out on significant opportunities to grow your dental practice.

Now that you know why online reviews matter, what can you do to improve your online presence? Don’t worry, it isn’t as intimidating as it may seem – you just have to get started with these four steps!

  1. Claim your Google my Business Account

If you haven’t done this already, we have a comprehensive guide on how to claim a Google My Business listing. This is a free (at least at the time this article was originally published).

Claiming your business listing is the first step to helping people find your business and being able to leave a review. This isn’t an optional marketing strategy if you want to be found online.

Doing this will help Google display the correct information when someone searches for your business and help categorize your business, so you show up in map results for dentistry. It also allows you to evaluate feedback and interact with customers who are leaving reviews on your business.

Before you start commenting and reacting to negative reviews, however, we recommend checking out our guide on how to respond to negative reviews.

  1. Ask Patients for Reviews

So how do you get quality online reviews for your dental practice? It may seem self-explanatory, but your focus should be on getting happy customers to take the time to leave reviews.

It’s ok to ask a customer for a review in person or via email, but what isn’t ok is to offer incentives for positive reviews. Doing this only erodes trust with the customer and ultimately shows them you care more about making yourself look good than about their experience with your practice.

In fact, offering a reward for a good review directly violates many of the ethics standards for online directories and could lead to blowback against your business. You don’t want to go there!

We recommend trying email marketing campaigns to generate reviews from recent customers. You don’t want to be sending an email to a former patient or to an unengaged segment of your customer base as they are less likely to respond, or worse, might leave you a bad review.

Again, don’t promise them anything in return for a review.

  1. Measure Results and Take Complaints Seriously

The next step is to measure what customers think. This means getting a read on what people are currently saying online about you on places like Google, Facebook, Foursquare and others online directories.

When (not if) you get a negative review, don’t panic. These things are bound to happen in the service industry. Instead, focus on what can be changed or improved to better meet patient expectations.

This step can be daunting, especially if you get a lot of reviews, but we have a solution for you!

Binary Fountain makes it easy for dentists and other healthcare professionals to view their online reviews and take control of their reputation management by offering a comprehensive way of viewing patient reviews across all of your listings.

  1. Always Prioritize the Customer Experience

Accumulating quality reviews shouldn’t be a focus for your marketing staff. Providing a superior customer experience should be an organizational priority for your entire team. From your receptionists to your dental assistants, everyone should be dedicated to prioritizing the patient experience to ensure the standards you have for patient satisfaction are being met.

By taking feedback from costumers seriously and by making the organizational and operational changes you need to meet those expectations, you will see a massive increase in your patient retention.

About the Author

Kayla Zamary
Marketing Manager

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July 03, 2019

6 Frequent Questions About Google Reviews

By: Alex Hay

Google reviews are a critical element of brand reputation management. Not only do reviews account for almost 15% of Google’s ranking algorithm, but consumers are increasingly turning to them to influence their purchasing decisions.  For example, 98% of people surveyed by Apartments.com said they read property reviews before they consider looking at a place to…

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Google reviews are a critical element of brand reputation management. Not only do reviews account for almost 15% of Google’s ranking algorithm, but consumers are increasingly turning to them to influence their purchasing decisions. 

For example, 98% of people surveyed by Apartments.com said they read property reviews before they consider looking at a place to live. According to another survey, 95% of potential customers look at reviews of various businesses before making a purchase.

When someone searches for your business, you want them to find accurate social proof of your brand. Reviews appear on your Google My Business (GMB) listing. Here are six frequent questions you may have when managing Google reviews to protect your online reputation.

  1. How Can You Track Google Reviews?

When you claim your GMB account, you can track and respond to customer reviews as your business name. 

Google users who sign in can leave reviews for your business and rate it. These reviews appear either on your GMB listing or on Google Maps. 

When you log into your GMB account, you can click “reviews” on the left side of the dashboard. This will take you to a list of all your reviews.

You can select the “Customer reviews” box in the GMB settings page to receive an email notification any time a customer leaves a review for your business.

However, if you have more than 100 locations under your GMB account, Google deactivates that feature. Businesses of that size need brand reputation management review manager.

  1. Can You Delete Google Reviews? If so, how?

You may have several reasons to want to delete a Google review. The review may include inaccurate information or be inauthentic. A competitor may have planted a fake review or a disgruntled employee may look to blow off steam in a public way.

There is good news on that front. Last December, Google changed its policy to prevent former employees from leaving reviews on the business listing.

If the offending review is grossly inaccurate or obviously fake, you can “flag” the review in your GMB dashboard. Simply navigate to reviews from the left-hand side. Click the individual review, then click the three stacked dots on the top right. This allows you to report a policy violation associated with the review.

If the review is negative and does not violate policy, take the time to respond. Consumers look for negative reviews to see how and if you respond well. Negative reviews can actually build trust with potential customers by showing you are willing and ready to make things right. Click to read more about how to respond to negative reviews the right way. 

  1. How Do You Utilize Google Review Widgets?

Many business managers do not consider embedding Google reviews on their website. Or, they think about copying and pasting their favorite reviews on their site for brand promotion.

However, customers are more likely to trust embedded Google reviews. You can embed these reviews to be static or update dynamically by using a Google review widget. 

If your site runs on WordPress, you can install a plugin that will pull in Google reviews and display them on your website. You can search the WordPress plugin database for one that is compatible with your site.

  1. How Do You Manage GMB Users?

When you have multiple locations you manage under GMB, chances are you have multiple users who share responsibilities. Three types of users include owners, managers and site managers. To add or remove users, sign into your account, click the three dot menu on the location group or business you would like to manage. 

Click the “x” of a person you’d like to remove or enter an email address of a user you would like to add. Once the user accepts the invitation, they will be able to edit and make changes within the accounts specified.

  1. How Can I Manage GMB Location Groups?

Location Groups were previously known as business accounts. These groups allow users to bulk management accounts with multiple locations. Once you create a group you can also consolidate locations that exist under separate accounts.

  1. How Can I Get Google Local Guide Reviews?

Local Guides earn points and incentives by contributing content to Google Maps. Google’s algorithm is likely to give a Local Guide’s review more authority and rank higher in the reviews listing. 

However, there is no direct way to solicit a Local Guide positive online review, nor would you want to do that, as that can be a violation of policy. 

But, you can optimize your business listing to make it easier to attract Local Guides to leave a review. Some ways to optimize your listing includes

  • Adding search-specific keywords
  • Add video to show your features and services
  • Add an appointment scheduler URL so Local Guides can easily schedule an appointment

Any More Questions?

Google My Business help center has a robust resource for information on managing reviews here.

 

About the Author

Alex Hay
Content Marketing Specialist

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