Online Reputation Management is the process of shaping the public perception of a brand through strategic monitoring and engagement on various online platforms. It involves managing reviews, social media presence, search engine results, and other digital channels to establish a positive brand image.
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How to Manage Your Online Reputation
PR and reputation management seemed to be concerned just for large corporations and well-known figures a decade ago. Smaller brands also appeared to have little to worry about; customer input was scarce and the brand impression was largely one-way.
They may just decide to disregard the company's goods and services, thus their perception would have minimal effect. But today's world has an engaged audience, and consumers frequently voice their opinions about products and services on various online platforms.
Furthermore, since 71% of consumers start their shopping journey with a Google search, no company can afford to appear on the SERPs looking unreliable and unreputable.
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In a nutshell, ORM is all about keeping an eye on and controlling your brand's reputation online, making sure that your company is accurately portrayed and that potential clients have a positive view of who you are and what you do.
Given that there are numerous channels that are a part of online reputation management, let's think of them in terms of the PESO model since it could initially appear daunting to use them all. Here is a somewhat in-depth post on the subject.
Paid Media for Managing Online Reputation
All internet content that requests payment to display your brand is referred to as "paid media" (website, services, etc.). It uses platforms like Google Adverts, social media ads, sponsored posts, or influencer marketing campaigns.
You have complete control over your own placements, thus this component of ORM is quite simple. However, you must carefully examine whether any of your rivals are running advertisements "against" your brand.
However, the majority of paid media platforms have tight policies prohibiting such behaviour, and one complaint can eliminate this unfavourable sentiment connotation.
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Why Your Online Business Needs Reputation Management
We have outlined the crucial importance of managing your brand's online reputation. But first, let's talk about the specific advantages an effective ORM strategy can provide for your company.
Influence on Purchase Decisions
Your consumer base may actually suffer if you don't control online reviews. The majority of consumers (81%), who investigate products online before making a purchase, will base their choice on how they appear online. In addition, 88% of customers examine online evaluations to decide whether your company is trustworthy enough, making your internet reputation a true quality check for your enterprise.
It is a form of online word-of-mouth.
In the eyes of 85% of shoppers, online reviews are just as reliable as personal recommendations. Although having flawless reviews is a plus, what happens if there is a hiccup and someone leaves a well-reasoned negative comment?
It can be a complete bombshell in the era of social media when news spreads like lightning.
After a video of a passenger being forcibly removed from an overbooked aeroplane went viral, United Airlines had its market value drop by more than $1 billion. Over 100 million people saw the video, and it received over a million mentions every day. It was said that the CEO of United Airlines did not handle the situation or implement PR crisis management.
The Delete Button Does Not Exist For Negative Reviews
Whatever people are saying about your business online is likely to stay online, but you actually have a chance of changing a negative view of your firm. It's not just the North that remembers. The Internet keeps everything, well, practically.
According to a Lee Resource study, 70% of customers who complained and received a satisfactory response from the business will return and do business again. Additionally, a study published in the Harvard Business Review found that customers whose complaints were resolved in less than 5 minutes to have a tendency to spend more money on subsequent purchases from your business.
You can receive insightful criticism
In order to manage your internet reputation, monitoring is essential. You can start gathering some insightful data on consumer feedback and satisfaction with your goods or services. So rather than doing polls, surveys, or travelling the world to gather client feedback, you can simply listen to what your consumers have to say about your company.
How to Manage the Online Reputation of Your Brand
Conduct a reputation audit for yourself onlineYou must carry out a thorough online reputation audit before implementing any ORM processes. The goal of an online reputation management audit is to identify how you are perceived online and the challenges you are having in rebutting that perception. And in order to do it, brand monitoring is necessary.
Establish a strategy for managing your online reputation
It's time to set up an online reputation management strategy now that you are aware of the online environment surrounding your brand. However, you need to set your priorities clearly before we go into more detail.
Track Brand Mentions Effectively
Being proactive in keeping an eye on online dialogues gives you a real-time perspective of your online presence and the chance for a quick response. However, it goes beyond simply looking at how Google ranks reviews. Use the Semrush brand monitoring tool to effectively manage and keep track of brand references.
To make sure you always know what people are saying about you, you may set up a campaign to monitor the web for mentions of your brand, products, and individuals. You can also get started right away by attempting to address any unfavourable remarks or references.
Control brand search results pages
Without some SEO magic, no online reputation management plan is successful. Your primary objective should be to appear for your branded keywords on the SERPs. Having a website that ranks highly is the most effective approach to getting there. Additionally, pay attention to optimising your official social media platforms, as these are frequently among the top 10 results for branded searches.
However, it's unlikely that you'll use all of the available space for your own material. Here's a list of websites to avoid if you want your brand searches to appear higher in the SERPs.
Encourage positive online reviews
Online reviews, whether favourable or unfavourable, will affect your company's sales. 90% of consumers' purchasing decisions are influenced by favourable online evaluations, according to Dimensional Research. Additionally, 86% of consumers will hesitate to choose your brand if it has unfavourable reviews. Additionally, people have very high expectations for your reputation. In fact, 49% of customers demand a four-star rating from a company before considering making a purchase.
Managing unfavourable online comments
According to a ReviewTrackers survey, 94% of customers believe that a bad internet review might make them decide against doing business with a certain company.
Consider which of your unfavourable reviews are the most harmful before responding to them. High-ranking SERP reviews are an excellent place to start. Run across the following platforms quickly:
- My Business on Google
- Social media channels (Facebook, LinkedIn, Twitter, Instagram, etc.)
- Trustpilot, Feefo, Review.io, or other services of a similar kind (keep in mind that some of these platforms are able to collect reviews even if you don't subscribe)
Produce content that is consistently on-brand
We also need to discuss branding as a component of online reputation management. Not simply the visual appeal, while that is also significant, but also the overall coherence of the messaging and tone of voice. Customers' early impressions of your brand are heavily influenced by the content they see when searching for it. You can portray yourself in the way you want to be seen by having a strong ORM strategy in place.
Therefore, the way your material appears in branded searches, the responses you provide on review platforms, and your social media engagement all contribute to how your customers see you.
Select Your Influencers Carefully
Influencer marketing is the newest approach to online reputation management for many businesses, and it cannot be ignored. However, you do not have the same control over the reputation as you do with advertisements and sponsored articles, despite the fact that this may appear like a perfect alternative to paid media.
Consider the PewDiePie and Disney's Maker Studios incident from 2017. As part of their marketing strategy, Maker Studios hired one of the most well-known online personalities, yet people are incredibly unpredictable. Disney's company was compelled to immediately terminate its relationship with PewDiePie after he sparked a significant uproar. This occurrence ought to have had an impact on the company's reputation, even with a prompt response.
Which ORM tactics are used?
A typical ORM plan can incorporate customer service techniques, social media marketing, public relations, and search engine optimization. However, search engine optimization widely includes digital reputation management (SEO).
How do ORM actions work?
In a nutshell, ORM is all about keeping an eye on and controlling your brand's reputation online, making sure that your company is accurately portrayed and that potential clients have a positive view of who you are and what you do.
How can ORM benefit small businesses?
ORM allows small businesses to compete with larger competitors by building trust, credibility, and a positive online presence.
Is it necessary to respond to every review or mention?
It's essential to respond to both positive and negative reviews. Responding shows that you value customer feedback and are committed to providing excellent customer service.
Can ORM help with search engine rankings?
Yes, managing your online reputation can indirectly improve search engine rankings. Positive sentiment, high-quality content, and engagement contribute to a brand's visibility in search results.
What should I do if faced with a false online rumor or negative attack?
Address false rumors or negative attacks promptly and transparently. Provide accurate information, clarify misconceptions, and engage with the situation professionally. Consider legal action if necessary.