08 Oct Win Customers through Online Reputation Management
Online reputation management is a strong nut to crack. Many businesses ignore it altogether because they’re unsure where to begin. But online reputation has become a foremost factor in businesses’ major decisions today.
In fact, according to Localbright, “85% of consumers trust online reviews as much as personal recommendations” and “49% of consumers need at least a four-star rating before they choose to use a business.”
ORM is one of the tools that almost every brand has to live with. The bigger you get, the more people will talk. By ignoring online voices, you’ll only lose control over the narrative. The most effective way to deal with this scenario is by proactively managing your online reputation.
Hence, the initial efforts of businesses in digital marketing should be to enhance and manage their brand reputation.
Best practices for online reputation management
A business’ reputation management strategy should be supported by the principles of regularity and consistency on any of the platforms. And it is extremely necessary to agree upon the key message and responsibilities beforehand.
Businesses need to focus on the following aspects to start their online reputation management:
🢥 Allocate Resources
It is essential for a business to respond to all comments clearly and quickly but it needs staff and finances. Hence, it’s necessary to appoint an individual to work with feedback and mentions. Whether it’s only one person or a separate PR department, it is the responsibility of the person/department in-charge to communicate with sales and customer support routinely to check the facts from the reviews and thereby redress the problems.
But if you’ve got budget and don’t want to do it yourself. Then it will be perfect to hire an agency that specializes in online reputation management.
🢥 Craft Communication Standards
To manage your online reputation, businesses should follow a transparent online communication policy. Consistent communication enhances the brand’s authority. It is necessary that a particular person responds to reviews using the same tone and language each time. These standards are important for two reasons.
The first one is content engagement.
Research the motivations and objections of your audience, analyze your content’s performance, and reveal the foremost effective posts. Build your brand’s voice accordingly and follow it consistently. This ensures your communication is more relevant to your customers.
The second reason for creating communication standards is to prevent harmful content. You need to specify how employees should behave online when writing about the business’s brand, its customers, and competitors. It’s obvious that sensitive information like financial or private data must not be shared, but it’s always better to place it into words. An effective communication policy will assist in avoiding legal issues and protecting the company’s reputation.
🢥 Eliminate contradictions
Track all of your communication channels and make them suit a selected standard. Everything that contradicts your tone of voice weakens your brand identity. Change conflicting messages, remove inappropriate posts, and update outdated information. This way, all of your communication will enhance your online reputation.
🢥 Combine Automated and Manual Monitoring
Automated services won’t find 100% of mentions. For instance, they can’t extract reviews from closed groups on social networks or reviews that don’t mention the name of your company. Therefore, it’s better to do reputation monitoring both automatically and manually.
Where and how to carry out manual monitoring:
- With search engines. Check image and video search results for your products or software screenshots. Sometimes people don’t specify a brand with words, but instead, include visual materials in their feedback.
- On social networks. Search for closed communities dedicated to your topic and join them to monitor periodically.
- On review websites. Some review sites may have separate sections devoted to one company. That’s why the reviews themselves might not include your brand name. Search for sections like this and check them manually.
When you start monitoring your reputation, you’ll understand where the most important stream of references comes from. Later you can focus your efforts on these particular websites. But don’t forget to monitor the remaining possible sources from time to time to paint a fuller picture.
Ready to Improve Your Corporate Reputation Management Strategy?
It takes plenty of your time and great effort to build brand awareness and a good reputation. But if you leave even one negative review unattended, it can ruin everything you’ve worked for. That’s why it’s critical to monitor your online reputation constantly and respond in a timely manner. It’ll help your business in the future if you retain an eye on your activities and those done by your competitors.
Manage Your Online Reputation With The Help Of The Experts. Partner with a Best Digital Marketing Agency that can support your reputation goals and design custom online marketing strategies to promote your desired brand image. We’re happy to help.