Turn online complaints into brand wins

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💡 Handle Complaints with the Right Tone at the Right Time

Not all complaints are created equal. New research shows that how you respond to negative posts online can shape what happens next. The key is knowing when to show empathy and when to explain.

Here’s how to apply it:

1️⃣ Read the Emotion Behind the Complaint: If the complaint shows sadness or disappointment, respond with empathy. If it expresses anger, offer a calm explanation of the issue.

2️⃣ Respond Fast and Thoughtfully: Aim to respond within an hour on platforms like Facebook or X. This reduces the risk of the complaint going viral and shows that your brand is paying attention.

3️⃣ Alternate Response Styles: In longer public exchanges, avoid repetition. Switch between empathy and explanations to keep the conversation dynamic and engaging.

4️⃣ Know What Fuels Virality: Angry, high-energy posts from well-known users in tight-knit communities spread the fastest. The more reactive the tone and the more embedded the complainer is, the more influence they carry.

5️⃣ Keep Responses Public but Short: Start with one clear message. Then, guide the user to continue the conversation privately to reduce visibility.

More Than Just Damage Control

Done right, responses can boost brand reputation. Brands like JetBlue, Spotify, and Seamless are known for turning negative comments into opportunities to highlight great customer service.

The Takeaway

When complaints go public, your response shapes what happens next. Read the emotion, match it with the right tone, and stay visible but smart. A few well-chosen words can mean the difference between a viral disaster and a brand win.

💡 Attract Out-of-Town Buyers with Reverse Location Targeting

Most businesses focus their Google Ads on people nearby. But what about the customers searching from outside your city with a clear intent to buy? Reverse location targeting helps you reach them before your competitors do.

Here’s how to apply it:

1️⃣ Understand Reverse Location Targeting: This strategy shows ads to people outside your service area who are searching for products or services within it. Think of someone in Miami searching “plumbers in Chicago.”

2️⃣ Set Up Dedicated Campaigns: Avoid using Google’s default location settings. Instead, create separate campaigns specifically for non-local searches. This lets you tailor keywords, messaging, and budget.

3️⃣ Use Intent-Driven Keywords: Local users search differently from remote ones. While locals may type “restaurants near me,” long-distance users search with exact terms like “Italian restaurants in San Diego.”

4️⃣ Avoid Campaign Overlap: Keep your reverse location campaigns separate from local ones. Use city names, ZIP codes, and geo-specific terms to signal clear intent and prevent cannibalization.

5️⃣ Target Industries That Benefit Most: Real estate, tourism, and relocation-heavy services thrive with this approach. Seasonal campaigns or destinations also see strong results.

More Than Just a Setting

This isn’t about tweaking a checkbox. It’s about layering a second, complementary strategy onto your local efforts to capture high-intent traffic from new markets.

The Takeaway

Reverse location targeting helps you reach customers before they arrive. By thinking beyond physical proximity and focusing on search intent, you can tap into overlooked demand and increase your visibility where it matters most.

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