Earlier, reputation management seemed relevant to celebrities and brands only. With the widespread adoption of social media today, the audience has become more active and involved. Their perception building is crucial in making or breaking a brand. This guide will help you learn all about reputation management and its benefits.
What is online reputation management?
Online reputation management, aka ORM, determines how a business is perceived in the eyes of the online audience. It is a multi-faceted concept dedicated to ensuring that a positive public impression is created, whether it is for a business, a brand, or even a person. ORM directly influences what information people find and how it impacts their decision-making.
Reputation management is all about continuous monitoring of the online environment for feedback, addressing any concerning issues identified with that feedback, and using strategic ways to resolve them to prevent damage to the brand. Online reputation management tools help create balance, tackle misleading trends, and ensure that potential leads convert into prospects and buying customers.
The impact of ORM on businesses and why is it important?
Firstly, the internet has become the initial step for every potential customer. Whether it be an online or an offline one, the boundaries are blending. People today tend to search for reviews online before making any purchase. It helps them to gain confidence in moving forward with their purchase. For example, in the mobile industry, there are numerous review sites like google reviews, blogs, and even videos circulating the internet that help customers make their purchasing decision. Most people conduct their cost-benefit analysis to choose the best out of the pool of other options.
Other than this, customers are more influenced by negative feedback than a positive one. Every brand must have tabs on what people are saying about them online and correct any inaccuracies or misconceptions before it reaches a mass audience. Also, this shows the audience that their opinions matter, leading to better brand perception.
How does ORM work?
ORM includes managing a brand’s reputation across multiple channels. This is explained through the PESO model. The first channel imperative to maintaining a positive perception online includes paid media. This implies all the tools a business invests in for putting out content of preference. You have full control over these and can use these strategies to reach the intended audience favorably.
The tools include Google Ads, sponsored posts, review management service, paid promotions by influencers, etc. Next comes earned media, where a brand receives feedback from external platforms that are not being paid out of pocket. However, these are difficult to control and can backfire easily. If used right, they are more credible in the eyes of the audience. These include blog reviews, press coverage, influencers’ unsponsored stories, etc. The third one has shared media, where a business should be vigilant about what the customers are saying across all the social media platforms and not focus on anyone.
A negative review on one can be damaging to the entire business. Finally, owned media represents what goes on the channels that are in the company’s possession, for example, their website and blog. This again is in complete control of the companies, and working on enhancing the page rank can put you in a highly beneficial position.
How to encourage positive reviews online?
If you provide a remarkable experience and are fully aware of which areas of the customer journey went the smoothest, take this as your cue to ask for feedback. Nonetheless, make this subtle. For example, you might include a short online questionnaire with the emails you’re sending out, or you could use this QR code for Google reviews to get instant feedback from your customers. Another way is to incentivize the potential customers, five out discount and affiliation codes to online influencers in return for a positive review online.
Free giveaways are another technique celebrities, and companies are opting for where the audience has to repost, like, share and tag the page for a chance to win. All of this improves brand engagement and positive perception building. Another important aspect of this is using anchors and enhancing SEO. It is critical that your business has a high ranking among competitors, or the audience might even fail to recognize your presence altogether. Investing in this can already put you in a favorable position.
How to deal with negative feedback?
Addressing the unfavorable review is more critical than encouraging a positive one. The tips below will help you tackle such a situation:
- Quick response time
- Provide logical reasoning while being respectful and acknowledging
- Apologize when necessary
- Opt for the “customer is always right” approach
- Reputation management tools
- Refunds and exchanges
ORM reflects the bottom-up communication revolving around your brand by the existing and potential customers. It is a crucial component of a marketing strategy for every business that exists today. The guide above should help you understand how it’s done and what to look for.