The Internet has changed the customer-enterprise communications a while ago. Before, a client would complain directly to the company if he was dissatisfied with their services or, worst-case scenario, he would mention it to his relatives. Nowadays, all you need to do is send an email or write a negative review on social networks. This digital word-of-mouth tendency is damaging the online reputation of enterprises with less experience in digital marketing. To help you deal with this, I share with you this list of bad practices to avoid in your website, social networks and emails:
- Loading time: it should not exceed 5 seconds.
- Outdated contents.
- An obsolete web page not following current design trends.
- Poor ergonomics: information on your products or services too difficult to find.
- An unattractive design and information not reflecting your value proposition.
- Visual inconsistencies. In other words, not including your corporate logo, colors or images.
- Using images with the wrong size or resolution.
- Broken hyperlinks.
- A web design that is not responsive. It means that your website does not offer an optimal viewing experience on different platforms or screen formats (computers, tablets and smartphones).
- Not using your brand image. For example, not using your logo or enterprise’s description in your profile.
- Accounts with no activity or profiles with very few publications.
- Sharing non-original content or publications that are not related to your business activity.
- Plagiarism of contents (texts, images or videos).
- One-way communication or a lack of interactions with your subscribers.
- Your reaction when your subscribers publish negative comments, or deleting these comments.
- Ignored or unanswered requests from web surfers.
- Using a non-professional email address.
- Sending emails to people who have not given their permission to be included in your database.
- A lack of customization or segmentation.
- An email subject that is too long or not drawing attention.
- Non-hierarchical or poorly structured information.
- Not including a value offer in your message.
- The absence of a call-to-action. Tell your customers in one word what you expect them to do with the information you sent.
- Neglecting to include options to unsubscribe from the mailing list.
Overall, even if your e-reputation depends on what your customers say about you on the Internet, you have control over a large proportion of your online brand image. Pay attention to the details I mentioned: they are essential to highlight your presence on the new media and increase your number of potential customers.
“It takes 20 years to build a reputation and five minutes to ruin it.”