Everything is to know about Reputation Management
Did you know that 88 percent of the online consumer-buying population read reviews before they take into consideration on whether to purchase anything? And only 14 percent of consumers would consider purchasing from a business with a 1 or 2-star rating? By definition, Reputation is a social construct based on the opinion other people hold about a person or thing. Before the rise of the digital age, people greatly rely on word-of-the-mouth, if a customer wants to learn about a certain business with regards to the product or service they are providing. In the past, a business’s reputation is based on the personal experience of past customers or Word-of-the-mouth, that which determines the possibility of a new market.
Nowadays, business ventures online take a cue on a good reputation as a large contributing factor to success, the same goes with any business really, everyone is pleased to receive good feedback or review. Everybody is after the new fad to accumulate more customers. In this rapidly evolving digital age, everyone is trying to keep up the latest trends. Moreover, since a vast majority of purchase decisions nowadays is happening online, the state of your business’s reputation can make or break you. Your brand has to be credible and certified pack with positive reviews. That is why actively cultivating and managing a positive reputation helps businesses compete, succeed and better focus on what they do best.
It only makes sense to make sure that the product or service provider is not only legitimately establish but also well- loved by its previous customers. Because if one person gave a good review or feedback to a certain business, let alone more than one, then they must be doing something right. Being a modern customer, without a positive online reputation; people just won’t trust you enough to buy from you. So pay attention to managing it well.
In simple terms, reputation management is how you monitor your growing influence or search results online – may it be something good or bad. According to Fernando Azevedo, a search result, on the other hand, is greatly influenced by Google searches, business listings, digital advertising, a wide variety of review websites, and social mentions, online forums, and other digital channels.
One of the benefits of reputation management is the fact that it is widely acknowledged as a valuable intangible asset. In other words, it is an important source of competitive edge in this fiercely competitive market. A sound reputation can be able to boost the branding efforts of your business and confidence level of consumers that significantly affects an increase in profits and market share. Nonetheless, it has a dramatic effect on being one step ahead of your competitors. That’s why be involved and pay close attention to how you follow-through good feedback so that you can keep those customers satisfied.
Moreover, always keep your content posts rich. Building a business reputation is an exciting way of finding the best arc in creating a collaborative, fun and reliable impression to your customers and website visitors that incorporates your ideas and business morale.
Its downside, on the other hand, is the fact that news can spread these days within seconds. In any given time, the source of negative feedbacks has the power to turntables. Be mindful on how you strategically manage and address negative feedback so that it doesn’t amount to something that could damage your business’s reputation that you’ve been building for years.
These tasks are crucial as it is essential, always keep in mind that your digital reputation creates significant opportunities and downsides depending on how you deal and manage it. Therefore, reputation management in one way or another is generally part of a business’s digital marketing strategy.
Read on about the tips to successfully manage your online reputation:
1. Social Media Monitoring and Google Ranking
Sign up to as many social media channels as you possibly can. Create a medium for your businesses where potential customers can go to when they are looking for the products or services that you are providing. Provide backlinks and add quality content to your website so that you land on the first page of Google. Those tips are essential towards ranking higher. Always keep on top of social media activity affecting the reputation of a business, including reviews, listings and social media, helping you make expert recommendations, and provide proof-of-performance
Keep Sharing. If there’s a great news article written about your business, share it. Make use of your social media accounts I you might as well have a writing sample, photos, or a portfolio you’re particularly proud of, highlight it with a link. Share it on social media to encourage natural engagement, which may also help in indirect ranking improvement.
When you say social media, this refers to platforms like Twitter, Instagram, Facebook and LinkedIn, Google, Youtube, etc. According to statistics, there are approximately 500 million tweets sent per day and 68% of Instagram users are engaging with brands regularly, there is so much is going on with these platforms so take advantage on this opportunity in knowing what your audience has to say about you, your competitors, and your market in general. Through monitoring this activity, business owners get a better understanding of current and future customers; provides some insights to improve marketing strategy; stay on top of trends; protect your brand; finding leads and build relationships.
According to Fernando Azevedo: “To be impactful, businesses need to keep a very close eye on analytics. Without a firm grasp, you won’t be able to gauge how brand content is resonating. Be sure you are frequently monitoring website metrics like traffic, time on page, CTR and bounce rate. For social media, keeping up on your content’s likes, shares, and follower fluctuation will help give you an idea of how your messages are faring.”
Pro tip: Build a relationship with customers and with other existing websites as well. Being affiliated with other reputable websites, organizations and or businesses will not only help you to get the attention of consumers but will also increase your Google ranking.
2. Monitoring and Responding to Customer Reviews
Truth be told, a business reputation is largely dependent on customer reviews. They can sculpt it whichever way they want to or say whatever they want to that can ultimately benefit your business or inflict damage. So be on a habit of actively monitoring customer reviews. This practice is like hitting two birds in one stone: positive feedback gives you ideas for possible marketing opportunities and negative feedback helps control and minimizes damage to the business reputation.
The business website itself, news sites, blogs, Yelp, a social network like Facebook, and Google are popular platforms too in order to monitor reviews. You can also use tools such as Tagboard and Social Mention can identify keywords and hashtags that are related to your business, while Google alerts also gives an update on a timely manner. This tool notifies you when your brand is mentioned online, and you can go from there.
Now, responding to online reviews is another crucial part in building a positive online presence. Don’t miss out on negative feedbacks thinking it will do you no good because ALL reviews should be addressed properly. Respond to good feedbacks and resolve negative ones and use it for future references in making sure it doesn’t happen again or to the least, prevented. In this case, remember that you’re not just replying to just the one customer review. The way you respond to this is crucial because you are speaking to everyone who reads it, including potential future customers. Using the right approach to negative reviews, a sincere apology or an immediate solution to it could turn an angry customer into a loyal brand advocate. In other cases, like extremely offensive feedbacks, you can control such thing by using Google removal tool and it will remove the chosen negative feedback from the search results.
3. Mention Monitoring and Responding to Social Mentions
Brand-related mentions can occur in various platform sources, including blogs, news websites, forums, listings, social media and more. Mentions about your brand and business across the web are considered as a comprehensive reputation management strategy which can be associated effectively by means of the way you respond to them. It makes absolutely no sense or business to ignore this valuable feedback like this that is happening timely all over the web. Take this opportunity to deepen relationships with customers by engaging with them and leveraging the businesses’ existing conversion marketing strategy.
Mention monitoring and Review monitoring as explained above can be confused as the same thing but the difference between the two is that mention monitoring is more personal in a way. To put it simply, in review monitoring, a certain customer simply leaves a certain feedback to your website, Facebook or other platform source and then you go about and review it and provide response; whereas in mention monitoring, this usually happens across different platforms and on a different website where a customer is mindfully mentioning your business.
4. Make a positive online presence
While keeping a close eye on your own make a strong and positive online presence through taking the business brand into a whole new level of socializing on the web. By means of sharing content or commenting on other people’s posts from other business domains or social media accounts, also be consistent in maintaining a professional and positive profile.
First, think of ways in order to alleviate your business credibility through the help other business by helping them out as well. This goes both ways and vice versa. Consider writing guest posts for blogs that could use your input, or seek out interview opportunities that feature you as an expert. Everybody is an expert in something, right? Share what you know!
Second, don’t hesitate and follow popular industry blogs, forums, sites, social media accounts and groups that offer discussions that you are interested in. Be active online with a goal of not only to develop a strong reputation but to build your brand network at the same time.
And lastly, focus on website design or an appealing site; search engine optimization for better search results; social media marketing for a wider market range. These factors are every bit as important as monitoring and responding to your business domain. Creating a positive online presence is definitely a long way down and requires a lot o hard work these days. But, with the right practices and tools, you can manage your reputation and you can do it well.
5. Competitive Benchmarking
Take high regards on all the work that you’ve done and always aim to alleviate the current state of your business by being on top of your competition.
Competitive benchmarking allows you to determine the standing of your business by comparing yours to your competitors in terms of local searches. Keep them at bay as it helps you track down the social activity of your competitors. And by long shot, after thorough analyzation, competitive benchmarking can provide and give you insights on the off-times and best times to offer deals as well as when to share an update. Plus, it lets you find out who’s checking in with your business website or social media accounts and compare it to the most important social analytics for other local businesses.
6. Master the shift of consumer-generated contents
Along with your efforts in monitoring and responding to various platforms to keep reviews and feedbacks at bay, impress the general crowd of customers and attract potential future ones by adding contents to your business website and social media accounts, contents that are specifically tailored for your target market. Utilize the valuable information’s gathered from the measures done above as discussed.
7. Consistency is the key
In the fast-paced digital age, consistency is the key to maintaining a reputation. The emerging popularity of the internet over the years have made drastic changes in the way business branding and business reputation have become. Plus with the current level of online transparency, it is nearly impossible to avoid mistakes publicly. One negative review can sometimes turn into a widespread scandal.
According to an article published by Fernando Azevedo; “One of the worst things a brand can do is remain silent when a crisis arises. For example, back in 2015, Target had a collaboration sale with fashion designer Lilly Pulitzer. The popularity of the sale caused the items to sell out within hours. Target’s website crashed as a result. This left a huge number of angry online shoppers out of luck. Instead of jumping into action, Target remained silent. They didn’t begin addressing customers until a couple of days after the fact. While this mistake wasn’t necessarily detrimental, it slightly altered the brand’s reputation in terms of customer care.”
When something as publicly exposed as this happens, time is of the essence. Don’t decide to wait for it to cool off once a bad news break off. You will have to be the one to cool it off. It is very important to address it as fast as possible. The best approach is to keep a solid online presence and keep the wheel of information moving.” Apologize if something got out of hand. Redeem yourself back and ask for a second chance. After constant updates of online contents, bad news at the scale even this large will dissolve and bury itself.
Take note on this Cardinal Rules in Online Reputation Management:
There is so much work to do; online reputation management can be a bit tedious and overwhelming. But nothing good ever comes easy, am I right? Keep bullet notes on these basic online reputation management rules.
Know what you’re up against:
Research your online reputation to find out what others are seeing when they search your name.
Keep your profiles clean:
Remember that anything you say or post, even privately, can be shared online.
Claim important online accounts:
Gain control of them before someone else does.
Remember that the Internet never forgets:
What you post today can be found online for years to come.
Avoid trouble, online and off:
Getting arrested means your mug shot might end up online. Joining internet tiffs looks bad, too. Don’t give anyone a good reason to write something bad about you.
Use your real name:
Anyone checking out your online reputation will search for your real name, so be sure they can actually find you.
Be active online:
Show signs of life online, but remember to keep it professional, or at least flattering.
Create positive content:
Write content that you’d be proud for others to find. Eventually, it may outrank other results that are less flattering.
Stick to proper grammar:
It doesn’t have to be perfect, but the language you use online should be a professional reflection of your persona.
Develop a portfolio:
Give others something to find; better yet, show them your very best work online.
Link to important, positive content:
Tell search engines what you really want to share by linking to it from your profiles, domains, and other online properties you control.