The VICE News Capsule is a news roundup that looks beyond the headlines. Today: Palestinians clash with Israeli troops during Land Day rallies, Chilean residents clean up after devastating floods, mothers breastfeed together in Bulgaria’s capital, and scientists say the planet is greener despite deforestation. WEST BANK Land Day Rallies Turn Violent Israeli soldiers dispersed groups of protesters near the city of Nablus. CHILE Thousands Affected by Flooding in Atacama At least 17 people are dead following the worst storms to hit the desert region in 80 years. BULGARIA Mothers Stage Public Breastfeeding Event in Sofia The event was organized in support of a woman who was told she had to stop breastfeeding in front of a store at a shopping mall. ENVIRONMENT New Study Claims Earth is Greener Despite Deforestation Scientists announced their findings after analyzing 20 years of satellite data. Subscribe to VICE News here: http://bit.ly/Subscribe-to-VICE-News Check out VICE News for more: http://vicenews.com Follow VICE News here: Facebook: https://www.facebook.com/vicenews Twitter: https://twitter.com/vicenews Tumblr: http://vicenews.tumblr.com/ Instagram: http://instagram.com/vicenews More videos from the VICE network: https://www.fb.com/vicevideos
|Time: 02:24||More in News & Politics|
Social media has made communicating with customers much easier. It has also made it easier for customers to communicate with businesses. But not all of those customer interactions are positive ones. Customers often use social media to contact or talk about companies when they’ve had an unsatisfactory experience.
So whether you’re receiving nice compliments, complaints, or other types of comments, you should know how to respond to customers who reach out to you on social media. Your competitors are doing it. And your customers expect it. So here are some tips to help you keep your social media savvy customers happy.
Monitor Your Mentions
Social media is becoming one of the most common methods for customers to reach out to brands. That means that you should monitor your messages, mentions and other communications just like you would your email. In addition, if you have any designated brand hashtags, you should regularly check those as well.
Sometimes, customers might not intend to contact you directly on social media. Instead, they might just mention your brand or products in a post without tagging your account. Not all of these posts will necessarily warrant a response, but if someone has a specific question or complaint, it’s always a best practice to reach out to them – and the sooner, the better.
Respond to Complaints Right Away
If customers have a question or complaint, the worst thing you can do is nothing. The best thing you can do is respond in a timely manner – and for social media, the bar has been raised substantially. Even if you don’t have all the information or an answer to their question or complaint, be sure to let them know that you received their message and are working to find a satisfactory solution or answer. Or ask them questions so that you can fully understand the situation.
NOTE: Most research on customer expectations when it comes to social media indicate a response or acknowledgement in one hour or less is required.
Keep Them Updated on Your Progress
If the question or issue is complicated and requires some time for you to come up with a solution, provide regular updates so that your customer knows you haven’t forgotten them. For example, if your customer has an issue with a product they ordered online and would like a replacement, you should let them know that you received their complaint, then tell them when you’ve sent the replacement. You should also follow up with them to make sure they’ve received the replacement and are satisfied with it.
Keep the Conversation Public
If possible, try and keep the conversation on the same forum where it started. So if a customer reaches out to you on Twitter, continue to respond to them on Twitter rather than asking them to email you. In certain instances, it might be necessary to move the conversation to email, particularly if personal information or lengthy responses are involved. But it can also be beneficial to keep the conversation public if that’s where it started out.
When a customer complains or posts an issue publicly, it can be beneficial to your brand to also have the solution easily visible publicly. That way, the customer’s followers who saw the initial complaint will also see that you handled it in a satisfactory manner.
Don’t Forget About Positive Interactions
It’s not just complaints or negative comments that warrant a response. You can (and should) also interact with customers when they share a positive sentiment about your brand or products. Even just a simple “thank you” or “glad you like our product” can keep your customers engaged with your brand.
Survival Kit Photo via Shutterstock
In 2007, John Kiriakou became the first Central Intelligence Agency (CIA) official to publicly confirm that agency interrogators waterboarded a high-value detainee, terrorism suspect Abu Zubaydah — a revelation that had previously been a closely guarded secret. Five years after this unauthorized disclosure to ABC News, the veteran CIA officer pleaded guilty to leaking to journalists the identity of certain individuals who were involved with the CIA’s rendition, detention, and interrogation program. He was sentenced to two and a half years in federal prison. VICE News caught up with Kiriakou for a wide-ranging interview just a few days after he was released from prison. He detailed how his CIA training became a technique for survival behind bars, and how the government turned him into a “dissident.” Watch “The Architect” – http://bit.ly/1IKnChi Read “This CIA Agent Spoke Out About Torture. Now’s He’s in Prison for Espionage” – http://bit.ly/1anT5dR Read “The CIA Just Declassified the Document That Supposedly Justified the Iraq Invasion” – http://bit.ly/1G9jc3z Subscribe to VICE News here: http://bit.ly/Subscribe-to-VICE-News Check out VICE News for more: http://vicenews.com Follow VICE News here: Facebook: https://www.facebook.com/vicenews Twitter: https://twitter.com/vicenews Tumblr: http://vicenews.tumblr.com/ Instagram: http://instagram.com/vicenews More videos from the VICE network: https://www.fb.com/vicevideos
|Time: 16:48||More in News & Politics|
Peru is now the world’s main supplier of coca, the raw plant material used to manufacture cocaine. In the last five years, coca production has grown the most in the tri-border region, an area deep in the Amazon where Colombia, Brazil and Peru meet. The tri-border region is home to a messianic sect with apocalyptic beliefs whose members dress in biblical robes. Known as “Israelites,” the religious group migrated to the Peruvian Amazon in 1995 in search of a promised land that’s now infested with coca plantations. VICE News traveled to Alto Monte de Israel, the sacred land of the Israelites, to meet them and understand how they cope with the existence of coca crops on their land, and whether they’re involved in the drug trade. Watch “Peru: The New King of Coke” – http://bit.ly/1zchU6u Inside the Peruvian Sect Accused of Growing Coca in the Amazon – http://bit.ly/1GGRfRe Subscribe to VICE News here: http://bit.ly/Subscribe-to-VICE-News Check out VICE News for more: http://vicenews.com Follow VICE News here: Facebook: https://www.facebook.com/vicenews Twitter: https://twitter.com/vicenews Tumblr: http://vicenews.tumblr.com/ Instagram: http://instagram.com/vicenews More videos from the VICE network: https://www.fb.com/vicevideos
|Time: 26:13||More in News & Politics|
How much will it cost you to get the top spot in the most competitive keyword auctions in Bing Ads – and just what are those keywords, anyway? If you’re in law, insurance, or accounting, you can expect to pay quite a bit more than say, advertisers chasing the top spot for “balloon animals.” That’s obvious, right?
I mean, we expect these highly lucrative industries to be expensive to advertise in. But … podiatry?
It’s true – podiatry and its related search terms are some of the most expensive keywords in Bing Ads. Wicked talented WordStream data scientist Mark Irvine helped us analyze a sample of over 10 million English keywords in the Bing Keyword Tool and we’re releasing the results today in this infographic. (Click the infographic to enlarge.)
Now, keyword prices are going to vary a lot by position; the figures you’ll see below reflect the cost you could expect to pay per click in the top position. We grouped those 10 million keywords into niches, or categories, to give us a better idea of the most expensive types of keywords. Many top keywords within categories are close variations and you can see examples of these pricy keywords listed at the bottom of the infographic.
We did a similar analysis on the most expensive keywords in Google AdWords advertising several years ago and judging by the response (it was one of the most popular studies we’ve ever done!) we wanted to give you the same level of insight into Bing Ads.
Top Bing Keywords Tell a Tale of our Collective Legal Woes
Well, not really. But they’re certainly indicative of the high value of clients in the legal world. If you want that top spot on Bing for the term “lawyer,” be prepared to shell out up to $109 per click! In fact, the top five terms are all related to law:
- Lawyer – $109.21
- Attorney – $101.77
- Structured settlements – $78.39
- DUI – $69.56
- Mesothelioma – $68.95
This is pretty similar to what we saw in our analysis of the most expensive keywords in AdWords. The top CPC keyword in Google – Insurance – cost a comparatively low $54.91, but remember that research was conducted in 2011.
In lucrative industries like insurance, the long-term customer value can absolutely make it worth shelling out the $53 it’ll cost you per click to take the top position for “insurance.” Converting customers might be buying a 20-year term policy with monthly payments, so over time that conversion will be worth a lot more than the cost per click. Insurance was the #10 most expensive keyword in Bing.
Legal professionals typically enjoy pretty high margins as well, i.e. charging $300 per hour in a case that could drag on for years. There’s great value in winning that top spot and earning that client, potentially over a long period of time.
Why Is Podiatry a Top Bing Keyword?!?
This one was surprising: the last term on our top 20 is “podiatry” (foot and ankle surgery) and its related search terms. Clicks on this keyword are going to run you approximately $29 per click.
It’s probably not going to impress your father-in-law, either.
Podiatry’s place on this list seemed surprising for two reasons:
It isn’t exactly the most lucrative of the medical specialities. The median income for a podiatrist in the US is around $180,000, while cardiologists and reconstructive plastic surgeons are raking in $383,718 and $346,835, respectively.
No other medical specialities appear in the top 20. At all.
When we dig into the top keyword terms grouped together into podiatry though, we see a trend towards terms around “emr” – “podiatry emr” and “podiatry emr software.” EMR = Electronic Medical Records. Aha!
The broad term/category is misleading – the more lucrative terms are geared towards software for podiatrists. This is where the higher cost per click is justified. If you’re Joe Average Podiatrist, trying to rank for “podiatry,” forget about it. Don’t even chase the top spots on a term this broad. You could be competing with people and businesses coming at it from a completely different angle – one that can afford higher CPCs than you based on their business and revenue structure.
Surviving in Super Expensive Keyword Verticals (Without Having to Sell a Kidney)
What’s an advertiser to do? If you’re trying to get a top ad ranking in a super competitive and crowded industry, try these tactics to better target your market and shave your CPCs down to a reasonable level (these tips work on Bing Ads AND AdWords!):
- Get picky with your keyword selection. Eliminate irrelevant search queries using negative keywords. This is relatively simple and should be a best practice employed by all, yet negative keywords are seriously underused.
- Use geographic bid modifiers. Bid more for searches within the proximity of your business and less for searches the next town over. If you’re selling online, prioritize your higher average order value and customer lifetime value areas.
- Use Time of Day bid modifiers. Bid more during the day and during the week, when you have staff in the office to answer calls and service any inquiries from your clicks. Conversely, you might bid more in the evenings or on weekends if you’re in food service or entertainment and those are your “on” times. Bid less or not at all when the office is closed.
- Use mobile bid modifiers. Mobile clicks and calls convert better than clicks to websites, but mobile CTR also drops off way faster in lower positions than desktop or tablet. Use your mobile bid adjustments to control what you pay for on mobile.
- Change your offer. Small optimizations beget small improvements. Dramatically increase your CTR, Quality Score and conversion rate with a more creative, compelling offer.
Not sure how well your Bing Ads campaigns are performing? See how your time and effort in your Bing campaigns is paying off and spot opportunities to lower your costs and increase ROI by taking our free Bing Grader for a spin! Get 40 hours of PPC analysis in minutes, delivered straight to your inbox.
Republished by permission. Original here.
Image: Bing, Small Business Trends