3 Keys To Online Reputation Management
In the age of the Internet and social networks, online reputation reflects the overall health of both brands and companies and becomes a relevant factor for company growth. In short, nowadays it is essential to have the necessary tools to carry out a correct online reputation management.
The main advantage of proper online reputation management is that it allows organizations to take advantage of the data from the interactions that occur between their customers and potential consumers and the brand. In this way, the feeling of these customers towards the brand is improved and their experience with the company can be evaluated.
But, what are the keys to a correct management of the online reputation of a certain company? Here are 3 important keys to managing your online reputation:
1. Organize the company’s information
Effective online reputation management involves the creation of a single reliable source for all your company’s data, in order to ensure that both your current and potential customers find you on the Internet since four out of five consumers use search engines like Google to find companies, so it is key that the list of the different locations of a company is accurate. Failure to update your listing generates mistrust and diminishes credibility. A good way to help customers find the different locations of your business is to incorporate a quick website search function.
2. Generate the interest of potential customers through social networks
Social networks are increasingly playing a fundamental role in generating trust towards customers on the part of companies. A comprehensive strategy when interacting with customers produces more positive reviews, a higher number of stars and a better customer perception. Review metrics, such as number and date, are some of the most important factors for Google’s algorithm to rank you. In addition, 69% of consumers say that reviews older than three months are invalid. A company cannot afford to wait for reviews to come in, but has to ask for them.
On the other hand, social media monitoring and active interaction with the community and influencers serves to gain brand advocates, increase web traffic and spread positive comments and reviews.
3. Improve the customer experience
Reviews and social media posts can alert you to recurring problems, such as long wait times or poor customer service at specific locations. Managers should use that information to make decisions about necessary changes in the company to prevent future problems from occurring. With a proper online reputation management platform, it is easy to analyze feedback and data from reviews, questionnaires and social media from a single dashboard in order to detect areas for operational improvement at the national and local levels.
How to build the desired reputation?
To guarantee and build the desired reputation, focus on different communication channels. All digital marketing strategies such as blogs, social networks, web videos, email marketing and others are valid. In addition to ensuring effectiveness with continuity of discourse across all platforms, you will expand the reach of your target audience.
Create relevant content for your stakeholders and SEO strategies along with other Inbound Marketing processes to help you appear in the first pages of search engines.
Considering the segment in which your business operates, invest in showing the human side of your brand. Interact with your customers and build a close relationship by encouraging positive feedback and responding honestly to negative comments.
Be transparent, choose a positioning that has synergy with your brand values. You can also partner with institutions that share the same values and create a good connection between brands. Understand that in the process of building online reputation, monitoring is more important than any other action. Not monitoring your actions can be one of the main reasons for the emergence of a reputation crisis with serious consequences, such as a drop in the number of sales and loss of market value.