Your company can have the best website, high quality content, good design and still not be successful. What is the reason for this? Most likely the online reputation!
Online Reputation Management (ORM) is a multi-faceted concept that is aimed at creating a positive public perception of a brand, business, or person on the Internet. Reputation management includes monitoring reputation, addressing any content or customer feedback that could damage the brand, and using strategies to prevent and solve problems that could damage said reputation.
In order to react as professionally and appropriately as possible to content that could jeopardize your success, every large company should have in place a well-planned and structured online reputation management system. Especially in smaller companies it is important to build a positive image. So how do you achieve a successful online reputation management?
The best tips at a glance
It is more important to be in direct contact with the customers. In addition, analyze and improve your image through individual customer opinions. It’s best to have your own managers for this. They can also develop a suitable strategy for your online reputation management.
1. Make yourself known
A particularly difficult point, which often has to be built up over the long term, is branding marketing. This consists not only of promoting a product or service, but also of seeing it in its entirety with certain typical environmental elements. You should not only point out this one offer. You should, for example, link it thematically in advertising and continue these connections. If a person sees or hears your elements in a completely different context, the brain automatically creates a connection to your performance
2. Do not forget the content
Good content marketing is also important, albeit obvious. It prevents doubts about your performance. In the same way, high quality content convinces of your quality, safety, environmental friendliness or controversial aspects. High-quality and, if possible, holistic content ensures a good reputation.
3. Put yourself in the right light
Another point, which also falls into the area of marketing, is an effective strategy for PR actions. They focus much more directly on improving reputation. PR actions can be carried out and tackled in many different ways.
One measure is press relations. You can offer to write a professional article or a company history to the editorial offices. Media of this kind often have a much wider reach and address a broadly diversified audience. Above all, you can convince people of the professionalism of your company with high-quality content. The more extensive and profound the content, the more positive the effect on the image.
Another way is to make yourself known locally as a company is an open day. The aim is to provide visitors with interesting information and to introduce them to various products and services of the company. Especially in companies of the manufacturing industry this is an interesting possibility. Think here about communicating your website as well. The best way is to animate visitors to visit the site with a download or similar.
4. Offer the customers a free experience
To give interested parties an insight into the product or service, free samples or free downloads are particularly interesting. In this way, customers gain direct experience and can see for themselves whether it keeps all its promises. A customer who not only buys a product in the test phase with new start-ups, but remains convinced of it after the test phase, can become a long-term customer.
Intensive customer care is also often helpful in building a good reputation. This gives a closer personal connection and allows us to respond more individually to the wishes of the customer. In this way you also avoid that the prospective customer approaches the purchase with wrong ideas and is disappointed because there was too little flow of information in the run-up to the purchase. Expert chats, telephone calls and meaningful landing pages can also help.