5 Ways to Improve Your Online Brand and Reputation Management
Your brand online is an essential asset for your business, but it can be difficult to know where to start with online reputation management because there are so many different platforms available on the web. Many local businesses tend to think that a website is all they need for their online presence, but this leaves them open to negative reviews and comments that they can’t control; and, it’s these reviews that show up when potential customers search for their business, which, statistically, have a quantifiable negative impact on buying behavior.
In essence, businesses are allowing other people to dictate the narrative. To turn this around, they should take proactive steps that put the control of the brand’s reputation online firmly back in their own hands.
There are five key areas to focus on to manage your brand online:
1. Grow Your Online Presence Through Social Media Marketing Platforms
Aside from your website, the top three social media platforms where you’ll want to have a presence is on Facebook, Twitter, LinkedIn and Instagram, but there are many other sites that you can use to expand your footprint. The best way to decide which platforms are going to work for you is to determine where your target market spends their time online. Visually appealing consumer products might work well on a platform like Pinterest, whereas LinkedIn might be a good choice for B2B companies. If you’re targeting a younger demographic, it will mean keeping an eye on emerging channels such as Instagram or Snapchat.
Growing your brand’s presence makes it easier to control the top search results for your business should you have negative reviews, as well as allowing you to effectively connect with your target audience.
2. Online Marketing Experts Should Regularly Manage Engagement in All Social Channels
Your social media accounts are an important way to stay in touch with your customers. But they need to be regularly updated and be actively managed in order to grow a following and increase your influence.
This is especially true for online reputation management where social media accounts that aren’t managed may accumulate negative reviews that you aren’t aware of, but are being seen by potential customers.
3. Online Reputation Management Experts Should Generate Positive Reviews and Address Negative Ones
The best way to build trust and a good reputation online is with good reviews. If you have happy customers, encourage them to leave reviews on Google, Facebook, Yelp – even on your own website.
Online reputation management should focus on collecting positive reviews and addressing negative ones. In these situations, it is important to treat the reviewers with respect and to come to a resolution. If this is handled well, the person that originally left a negative review will often be happy to update their feedback or at least you can neutralize a negative review with a well-crafted response.
4. Don't Forget About Reputation Marketing, It's Not Just About "Managing" the Reputation
When your business receives a glowing review from a customer, this is the perfect time to use that review in several unique ways to proactively market your 5-star reputation and service that your business provides. Take the new review and turn it into a nice image design and share on social media, do a press release about that review and turn it into a short case study; these are just a few ideas on how you can and should be thinking about your reputation marketing and not just thinking you need to manage the reputation.
5. Use Online Reputation Management Strategists
Your online reputation will require investment in terms of both time and money and should form part of your core online strategy. An expert digital marketer brings their unique experience and skills to your business, which allows them to more effectively manage your presence effectively and, because they have prior experience, deliver results quickly.
Managing your online presence can be time-consuming and may not get you the results you’re looking for, especially if you don’t have any prior experience in this area. Hiring a brand reputation specialist is the best solution if you don’t know where to start, or can’t allocate the necessary time or resources to the process.
Brand Equation with branches in Tampa, FL, and Raleigh, NC provides a range of branding and marketing services to their clients. Their offering includes online brand reputation management services to help businesses build trust with their customers and grow their brand online.