Have you recently ‘Googled’ your name? Today, people regularly search other people online, before an interview, a meeting, or even a date. Consider the following statistics:
- 44% of adults online have googled the person or company whose services or products they require in a professional capacity, like an electrician, lawyer, or dentist
- 50% of all adult internet users gave an online review of a service they used
- 78% of internet users usually perform product research online, and trust the reviews they read online
- 80% of people claimed to have changed their purchase decision because of a negative review they read online
If a prospect Google’s your name or brand, you want to ensure that whatever comes up is positive as it will shape their impressions of your business.
What is a reputation?
As a business, you have probably experienced the joy of a radiant online review and the sting of a negative online comment. Your reputation is a product of what you do, what you say, and what others say about you and/or your business.
It has become increasingly easier for consumers to share their opinions about your products or services on social media networks, which often appear within the top results of name searches. It is important that the information posted online about your business be accurate and reflect you in a positive light.
A good reputation will lead to increased prospect confidence and more sales. Conversely, a bad reputation will result in diminished consumer confidence and subsequent reduction in sales and profits.
What is online reputation management?
Whether positive or negative, any social media feedback is a valuable source for guiding improvements and spreading the word about your business. If any negative information appears, you want to be able to address.
This is online reputation management, and it has a direct bearing on whether or not prospects will buy your product or service. ORM involves managing search engine results and protecting your brand’s reputation from negative exposure online.
If done well, ORM will prevent negative buzz from happening, protect and cultivate your brand, and have a positive impact on your sales. It will deliver high rankings and visibility for good publicity, which will help to dilute and push bad publicity down search engine listings, and out of public view. This is likely to work because online searchers rarely view more than 2 SERPs.
Impact of Reviews on your Online Reputation
Studies show that online reviews can significantly impact a brand’s reputation, and subsequently sales. These reviews are widely read, and tend to influence consumers’ purchase decisions. This implies that reinforcing or rebuilding your online reputation largely depends on promoting positive reviews, or highlighting what’s good.
Consider the following statistics:
- 59% of users consider customer reviews to be more valuable than expert reviews
- 60% of online shoppers offer feedback about their shopping experience, and usually feel more inclined to post a review based on a positive experience rather than a negative one
- 70% of Americans claim that they check out product reviews before purchasing a product or service
- 70% of consumers worldwide trust online consumer reviews. This makes them the second most trusted form of advertising after word of mouth
- 71% of online consumers read reviews, which makes it the most widely read consumer-generated content
- 71% of consumers use keyword searches to find products or services
- 80% of the time spent by consumers shopping online is used to research items rather than making the actual purchase
- 92% deem customer reviews as ‘very’ or ‘extremely’ useful
- 92.5% of adults often research products online before proceeding to make an in-store purchase.
How to Get Started with Online Reputation Management
It is important to listen to what is being said online about your business, brand, products, or services, even if it is negative. Listening gives you the opportunity to respond and address in-house issues or deal with adverse information online, both of which can negatively affect your image and reputation.
Here are the steps involved in a standard ORM strategy:
Step 1: Research and Analysis
Before you can initiate your ORM efforts, you should first examine how your online reputation currently stands. This involves your brand/business/product research on search engines to see the results concerning your business that visitors and prospects see when searching for your keywords.
You might need to use several social monitoring tools, including:
- Google Alerts – Receive email alerts every time a user mentions specific keywords you are tracking
- Social Mention – Tracks Twitter, blogs, images, audio, video, blog comments, and mainstream news so you can easily stay up-to-date
- Technorati – Do your research on keywords or key phrases related to your brand or competitor brands here
- ReputationDefender – Intended to help online business preserve and restore their reputation in social media. This tool offers robust monitoring services to help you track your brand and deal with the results that show up in SERPs
Step 2: Competitor Backlink Assessment
More research is necessary to analyse your industry rivals and their online standing. It helps if you know where your business matches up to industry rivals as this also impacts your brand’s reputation.
Step 3: Review Building and Influencing
At this point, you can post genuine customer reviews of your products/services/brand in leading web properties so they can surpass the negative reviews in SERPs. The objective of this process is to reduce the number of negative reviews while increasing the number of positive comments and favorable reviews of your business. It’s important to work on growing online reviews.
One of the best ways to counter attack negative comments is by responding with a positive one. You can influence the outcome by actively participating in the conversation to improve the perception of your brand. Even a simple comment like the one below can do wonders:
‘Thank you for your feedback. We are working on resolving this issue’
Step 4: Social Media Profile Creation and Optimisation
Here is an example of Linkedin power profile
If you don’t currently have a presence on different social media platforms, it is important to identify those that are most relevant to your business. Set up social media profiles on Facebook, Twitter, Instagram, LinkedIn, Pinterest, or any other platform where you can easily reach your target audience.
Choosing the right social media network is key to building and promoting your online reputation. To deliver better customer service to your market, it is crucial that you engage in the right and appropriate social network for your industry.
Beyond creating these profiles, dedicate some time to optimise them with regular updates, comments, and participating in group discussions. If need be, seek professional help with customising your social network profiles as per your promotion efforts.
Step 5: Social Media Promotion
Consider hiring a professional SEO or SMO team to provide valuable and informative content on your social media profiles, and to maintain a high level of activity to enhance your reputation. This process involves regular updates and discussions to boost engagement and friend/follower acquisition.
Keep in mind that two-way conversations need not use official tone. Use language that shows you care. You need a particular way to confer to your audience and it should coincide with your company’s tone of voice.
Step 6: Content Generation
Consider outsourcing on/off-page content creation techniques such as article creation, blogging, and press release. Optimise the content with the right keyword usage, anchor texts, and links. Keep in mind that visitors and search engines like valuable content. The more valuable the information on your site, the more visitors you will be able to attract.
Online reputation management is fast becoming a critical strategy for organisations. This relatively new field in today’s online landscape is not just a personal issue for today’s internet shoppers, but a critical marketing tool for all business, whether online-based or otherwise.
Remember that customers and prospects go online to learn more about the companies they want to work with. A positive review will likely get you a new client, whereas a negative comment from one unsatisfied customer could easily destroy everything you’ve built.
With a concise online reputation management strategy though, you will be able to build back your clean reputation online.
Rebecca Hill is the Outreach Coordinator at TechWyse, an SEO agency in Toronto, Canada. While she isn’t building relationships with bloggers and influencers in the marketing world, she can be seen rooting for the Blue Jays.