Some would say that we spend far too much time online. According to a 2020 Digital Report from Hootsuite and We Are Social, we spend an average of 6 hours 43 minutes online every day. It is no wonder that what we read online influences our brand perception!
A single unfavorable review or comment can swiftly grow into a big issue for the entire corporation. As a result, businesses must have an online reputation management strategy.
In this post, we will be looking at the definition of online reputation management and discuss the top benefits of applying it to your company.
Defining Online Reputation
Online reputation management (ORM) is the process of monitoring, addressing, analyzing, and shaping consumer and lead perceptions of a brand on the internet. Tracking and responding to brand mentions across digital touchpoints is critical to online reputation management. It may include:
- social media
- product reviewers (both on Google and platforms like G2 and Capterra)
- websites (news & blogs)
- videos
- press coverage
- others
That being said, let’s talk about why online reputation management is vital.
The Primary Benefits of Online Reputation Management
Here are the top reasons to consider online reputation management for your company:
Boosting Brand Trust
Let’s face it, no matter how hard you try to make your customers happy, negative feedback is sure to happen. According to PwC, more than 30% of shoppers will abandon a brand after a single poor experience.
That said, how you respond to a negative brand mention is crucial. Managing your internet reputation and responding to positive and negative feedback builds credibility. Responding politely to a bad comment, and making adjustments where necessary, shows that you value your clients.
Improving Customer Engagement
The more channels your company monitors and engages in, the better your chances of increasing client involvement. This is achieved by combining proactive and reactive customer contacts. Online activity, unique offers, and prompt responses to client concerns and comments can keep them invested in your business. The outcome is they won’t churn and go to your competition.
Growing Sales
While some people may shop spontaneously from time to time, most do their research online before purchasing. In fact, more than 80% of shoppers admit to researching products online before buying them. One bad review can make them rethink their options and lean towards another brand. A solid online reputation leads to greater sales — the more favorable brand mentions show online, the more likely a sale is.
Using Online Marketing to Elicit Emotions
Monitoring your internet reputation can also inspire new marketing ideas. You can see how your audience reacted to previous content and marketing efforts using online software. Nike is the best example of a company that connects emotionally with its consumers. No matter your age, most everyone can immediately remember Nike’s most famous campaign, “Just Do It.” There are more campaigns that Nike has launched, but none as prolific as the “Just Do It,” which launched in 1988.
Over time, you will learn which efforts work and which don’t, what language resonates with customers and leads, and what behaviors elicit negative emotions. Tracking your brand mentions and reach will assist you in deciding what marketing efforts to conduct, which, in turn, will result in an improved return on investment (ROI).
Trust-Building
Trust is the foundation for long-term consumer relationships and business prosperity. According to the reputation management definition, responding to brand mentions in owned media isn’t adequate. It’s not enough to have a good brand reputation today, as many threats are ahead. Imagine what would happen if you missed a big website’s negative review!
It’s also important to check the accuracy of brand information posted online. Using a tool that tracks and alerts you to mentions across the web can help you achieve this.
Showing Clients That You Care
Monitoring online brand mentions and responding to positive and negative feedback shows you care. Naturally, we all want only flattering comments because you can react to them easier. However, negative feedback might help a brand grow. Please take note of what they say and address the issues. Ignoring negative opinions can, and likely will, lead to a social media crisis. Responding to both positive and negative feedback will improve customer relations.
Promoting Endorsements
Did you know that approximately 90% of consumers trust friends’ brand recommendations? Since customers casually discuss brands more than75 times per week, online reputation management is necessary. Efficient online reputation management is critical because people trust word-of-mouth recommendations more than advertising.
Improving Web Traffic
Positive news or opinions can go viral, especially those from reliable sources. You can see when a major news outlet praises your service with an online reputation management tool. This can explain sudden surges in organic traffic. You can use this wave as a springboard that can help you acquire momentum. Resist the urge to only display positive reviews or brand mentions on your online channels. Even a negative review can spark increased conversation on your website or social media platform if done correctly.
Employee Allure
A good internet reputation can not only improve sales, but it also has a way of attracting potential job candidates. Nobody wants to work for a company with a bad reputation. Consider what would happen if someone inquired about your occupation while at a party or out for a night on the town. If you respond with a company with a bad reputation, you will likely spend the remainder of the night defending your job or listening to jokes about your employer. Companies with the best reputation tend to attract the best workers.
Crisis Management Deployment
Brands that work hard to preserve a positive internet reputation are better prepared to handle any crisis. Primarily if they utilize an ORM solution that notifies them of any brand-related crisis terms. Customers will also be more forgiving of minor blunders if a brand has a good reputation.
Brand Health & Customer Satisfaction Improvement
Online reputation management allows you to respond rapidly to brand mentions. Unfavorable reviews on your channels can be swiftly rectified, turning a negative into a neutral or positive. This may improve your Customer Satisfaction (CSAT) or Net Promotion Score (NPS) scores.
ORM will allow you to defend your brand and rapidly dispel any negative rumors that pop up in external channels (i.e., channels not owned by your company).
Website Testimonials
Finally, using an online monitoring platform will allow you to identify and filter out good brand references. You can then ask your most delighted brand enthusiasts for a citation, which you can transform into a testimonial for your website. Consider Google Play, Apple App Store, and specialised online review platforms.
Final Thoughts
As stated in this post’s online reputation definition, there are several steps you may take to maintain a positive online reputation. Regardless of your sector, managing your brand’s reputation is critical. Continually practicing ORM has many advantages, including:
- fostering customer confidence
- improving sales
- optimising marketing initiatives to increase ROI.
The best approach to control your internet reputation is with an online reputation management company. They can watch your social media, blogs, forums, and portals in real-time. They can also be used to monitor what customers or leads are saying about your competitors. Additionally, these companies can identify and respond to any potential PR crisis that may come to light.