Digital marketing for online reputation management is no longer a trend. It is an essential train that all brands must jump on to succeed in the 21st century. According to statistics, about 70% of Americans are on social media. Modern marketers are redefining the customer journey and using social media to discover new leads and drive them to their business.
However, as digital marketing rages on, a new problem has cropped up. That is online reputation management.
Customers moving to the online space has given them access to much information from social media, websites, and public forums. Research shows that a typical social media user is a member of over eight platforms.
Are you aware of what they say about your brand on these platforms? What kind of impact is it having on your business and prospects? Let’s dive into that.
Online reputation management (ORM) is the handling of how a company or business is perceived in the public online space. It has been the subject of numerous studies trying to unearth how business reputation affects the corporate world.
Online reputation management is a heavily psychological affair. It tackles the overall esteem a company will be held by its constituents or customers, stretching as far as the media and investors.
Therefore, online reputation management takes several public relations (PR) cues and applies them in the dynamic and complex online space. Most individuals or companies handling online reputation management will have a management strategy to ensure they always have a plan to turn the bad into good.
Your online reputation covers all opinions about your business or company that affect its perceived credibility and trustworthiness. The internet provides several channels to form these opinions and make them public.
Typically, you’ll find tons of reviews about a business on public review sites such as Yelp Reviews and Trip Advisor. Google reviews also offer a robust and vast platform for customers and users to talk about a brand, its products, and its services.
Therefore, while performing online reputation management, you must keep tabs on all these platforms and forums and review what is being said about your company.
Typically, just having a social media page warrants online reputation management. Online users are very active, and quickly, you’ll find yourself answering questions or engaging in certain conversations with your online followers.
Given your online reputation’s “limitless” scope, online reputation management starts by defining boundaries. These boundaries establish the amount and type of information your business makes available online.
Essentially, this is your digital footprint.
Digital footprints have a permanent and lasting effect on a brand’s online image and reputation. Therefore, you must be on top of your digital content creation and distribution.
Three main areas affect your business’s online reputation. These include:
For effective online reputation management, you must understand these three areas, how information is shared across those channels, and how you can ensure transparency in each.
Different businesses will be impacted differently by these three areas. Therefore, you or your online reputation management company must thoroughly assess your business’s online reputation risks and determine where most effort should be directed.
Why should you be interested in the public face of your business online? Here’re a few reasons why online reputation management should be at the top of your list.
Top company executives are taking online reputation management seriously for a value reason. According to research, executives believe that 63% of their company’s market value comes from a good reputation.
That reputation includes having relevant advertisements and accurate business listings. It also means actively engaging customers on the website and social media, plus using surveys and reviews to understand and address their pain points.
That’s because people research a company online before purchasing from them. A bad reputation will deter prospects, leading to dwindling sales. However, if the prospect is generally greeted by positive reviews and sentiments about your business, they’ll be more willing to spend cash on your products or services.
A good online reputation is good PR for your business. It improves consumer trust, portraying your business as a listening and caring brand. This leads to a positive brand image.
A positive brand image gives you the golden opportunity to build brand loyalists. These customers will passionately share the brand’s values and tone plus recommend its products to family, friends, and other online users.
Building a positive brand image involves more than just relying on positive reviews. Some online reputation management companies offer moderation experts who protect the brand’s customers from fraudsters, illegal content, fake news, harassment, data privacy violations, and hate speech.
These bad online actors and harmful content not only harm your brand’s reputation but also pose a risk to your customers. By actively showing that you care about your customer’s security and experience with your brand, you portray a positive brand image that attracts new prospects.
Many customers buy from a business because of the value and principles it holds or represents. According to research, 89% of customers will remain loyal to a brand or company as long as they share similar values. Online reputation management allows you to voice these values.
This can be as simple as standing up for equal rights to as complex as navigating bad press such as a bad batch of orders or product recalls.
Standing for these values also instills loyalty, giving your business an edge over the competition. Prospects are more attracted to a brand that actively responds and engages with its customers on various platforms, with equal enthusiasm for positive and negative content.
Online reputation management is an intricate process that can have far-reaching positive or negative consequences. If done right, despite the positive and negative press a business can receive, online reputation management will give you a clean sheet with the online community.
For the best results, contact a reputable online reputation management company.
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