While the internet provides a number of benefits, it can easily destroy a brand’s image. With a simple negative feedback, an unwanted photo or a poorly planned video, your entire online reputation can go down the drain.
Knowing how to manage the way you are seen by your target audience is an important responsibility of relationship marketing. But what can you do to maintain your reputation? Read on and understand more about the importance of online reputation for businesses.
What is it and why have a good online reputation?
When we talk about this subject, we refer to all the content mentioned on the internet about a particular brand. Moreover, reputation is directly related to the customer’s buying decision. The constant changes in consumer habits interfered directly in the purchase processes. According to research, most consumers eventually search online and then go to the physical shop to purchase the product.
It is at this moment that positive comments are important. A company with a good reputation is marked by its proximity to its public. With this practice, in addition to humanizing the brand, it is possible to increase customer loyalty.
How to guarantee the desired reputation?
Through online reputation management practices it is possible to strengthen the relationship with your client and build a positive image of your brand in the market.
Invest in different communication channels
When we talk about online reputation, all digital marketing strategies are valid such as social networks, e-mail marketing, blogs, web videos, etc.
By ensuring the effectiveness of these actions — as well as combined with other Inbound Marketing processes — you expand the reach of your target audience. Moreover, bet on relevant content and SEO strategies to show authority on the subject and conquer the first positions in search pages.
Show the human side of the brand
Companies that show a robotic and inaccessible image create a barrier with their main focus — the consumer. To avoid falling into this trap, it is necessary to invest in communication channels, interact with your customer and build a close relationship. Social networks, for example, are excellent platforms for this.
Learn how to handle negative content
It’s inevitable: sooner or later you will come across a negative comment about your brand. In these cases, it will be key that you know how to handle the issue. It will be important the way you respond to it — be cautious and avoid creating a social media crisis.
These instances represent an opportunity for companies to rethink their situation and reflect on whether they have been doing things correctly. Thus, it is advisable to deal directly with the complaint and let them know you will do everything possible in order to solve their problem.
You will get all kinds of negative feedback. From people trying to get some attention, from your competitors and from dissatisfied customers with solid arguments — you should pay attention to all of them and consider this an opportunity to grow and improve your services/ products.
Monitor your reputation
Even if your business is focused on the relationship with customers, unfortunately, conflicts will always exist, and not always your consumer will complain directly to your company. Therefore, try to use monitoring resources and find out when and in which places they are talking about your brand.
Take advantage of the bad moment for a good relationship action and sales conversion. When done well, other clients will know about your brand and will realize the importance of your company in the market.
As technology advances, it becomes increasingly important to keep the image of a brand high in digital media. Your target audience in this environment can be the protagonist of your sales thanks to the power of influence that the internet allows. Get them on your side and listen to what they have to say. With this good relationship, you will guarantee trust, good marketing performance and even a highly positive return on the investments made.
Now that you understand more about the importance of online reputation for your brand, why not contact us and find out how we can help? See you next time!