The image of a brand on the Internet is essential to develop a business and therefore taking care of online reputation management is absolutely necessary nowadays. A brand with a well-managed online reputation is a brand with authority, not only online, but in all facets of your business. It gives confidence to your customers and is built on a solid foundation. In this sense, online reputation management (ORM) is an effective tool to manage a company’s reputation on the Internet.
Marketing blogs talk a lot about digital presence and the importance of positioning ourselves in different online channels. But the point is that the Internet is an open and dynamic environment.
In the past, traditional media such as newspapers, radio and television allowed one-way communication with the public. Today, the reality is very different, people express publicly and at all times their opinions about the products and services they consume.
How do you protect your brand’s reputation on the Internet?
Protection starts with the “basic recipe” of all marketing strategies — knowing your audience.
We should not limit ourselves to broad definitions, such as target audience. Invest in creating a Buyer Persona. Remember that consumers’ feelings about your brand affect your digital reputation, so it is important to know the values, pains, ambitions and desires of your potential customers.
The Buyer Persona allows us to align all areas of the business with our audience, from culture and management to the production of content and services. This also includes strategies that encourage your customers to speak positively about your company.
The advice is to invest heavily in a good relationship strategy on social media and complaint sites.
Using language with great caution, responding quickly to user and customer feedback on all these channels and, above all, always showing empathy and interest in helping and improving your services.
If we follow the guidelines of the previous topic, we will increase the chances of transforming our customers into brand ambassadors and advocates, which, in itself, is an attitude that generates many benefits. That is why we must take into account a key factor to avoid being a victim of possible fake news — transparency.
By keeping business processes and activities under strict confidentiality, we open spaces for people to make incorrect deductions or, in the worst case, invent information about the company.
On the other hand, by opening the doors of your business to the world and openly revealing your ideas, your work, your goals and values, fake news is defused, people quickly perceive that it is false and prevent it from spreading.
From a technical point of view, a good marketing plan, combined with a well-defined search engine optimization (SEO) work, not only has great results in crisis management, but also works as a shield against malicious actions.
As long as truthful and positive content about your brand remains solidly at the top of the search rankings, it is unlikely that virtual bots will be able to spread false information to your audience.
To ensure the success of an Online Reputation strategy, it is essential to be attentive to the interactions of your audience. As in other aspects of online marketing, the procedure here is summarized in a constant monitoring and analysis of data.
This work is done by recording and verifying all content published on social networks, websites, blogs and forums related to your company. It is also essential to check the results of the main keywords used by your audience, the advertising actions of your competitors and the statements made on discussion and complaint portals.
These actions are part of ORM, and its results are mainly used to guide the production of content and advertising campaigns by companies.