Previously the PR and reputation management was reserved for celebrities and big brands, but not anymore. Internet and the power of the online voice have changed this sphere in the long run.
Brand management is now a job for businesses of all sizes and shapes, as one bad review or poorly managed press piece can have a significant influence on your business.
Online reputation management aims to create a positive public view of a brand, business, or individual using digital tools.
According to recent surveys, people tend to search a whole lot more than before at every stage of the consumer lifecycle, from researching companies and products to evaluating reviews and, hopefully, making a purchase. However, suppose your business receives negative news during the first research and discovery stage. In that case, you will be less likely to generate new sales and even leads in some cases, demonstrating why internet reputation is so crucial!
What Impact Does It Have on B2B Companies?
According to a survey, 98 percent of the B2B customers believe that an organization’s web presence significantly impacts their purchasing choice. A similar study shows that 90 percent of user-generated content (UGC) affects purchasing behaviour.
Digital innovations and technological advancements positively impacted modern business owners, irrespective of the industry they work in. More than 90% of businesses now use the internet to find the necessary items and services they require to keep their operations running smoothly.
While staying active on the web is one of the ways to maintain a positive online reputation, there are some other actionable steps, which businesses should consider following. Here are some key pointers to help you proactively manage your online reputation:
1. Increase Your Internet Presence
When it comes to social media sites, Twitter, Facebook, and Instagram are commonly referred to as the “big three.” However, the goal is to figure out which social media network suits your client’s target market so that you can develop a profile before someone else can smear your brand.
B2B firms, on the other hand, would definitely get benefit from having a profile on LinkedIn, where they make professional connections with entrepreneurs and others who could be interested in their services. When talking about B2C firms, they may want to explore several other visual platforms like Pinterest to display their items. Expanding your social media reach will not only allow you to engage with your target audience, but it will also help you maintain control over the top search results for your business in the event of a negative review.
2. Be attentive on Your Social Media Accounts
Managing your online reputation effectively is not about having many social media profiles for your business. But it also includes supervising and updating the profiles regularly. You can increase your impact and raise your engagement by regularly updating your social media feeds with relevant and engaging material.
3. Enhance a brand’s and product’s online visibility
You may need to stretch out your online presence and social accounts to promote your brand, products, and services outside your company and get name recognition in the market. Create websites, social media accounts, and other kinds of searchable material for any part of your company that customers might look for by your brand name.
4. Protect Your Key Employees
For businesses like health facilities, law offices, and hair salons, potential customers may have asked their friends or colleagues about “Who do you go to?” rather than “Which business do you go to?”. Developing a strong social media presence for your key staff is a terrific strategy to manage your company’s online visibility in this scenario proactively.
5. Write online reviews and respond to them
Allow your happy customers to review your business online with a positive attitude can effectively build your online reputation.
With this in mind, asking your customers to provide reviews on Google My Business, Facebook, and/or Yelp will assist your company in establishing a positive reputation and gaining consumer confidence. Responding to the reviews is also essential in many ways.
6. Create Blogs
For a variety of reasons, blogging is an excellent tool for managing one’s online reputation. To begin with, blogging on a regular basis allows you to display your expertise and thought leadership in your industry. As an added bonus, blogging boosts local SEO rankings and creates content to share across social media platforms.
7. Listen to Your Customers
While you deal with negative customer feedback, it is crucial to consider the validity of the comments. This is more relevant for the negative feedback regarding a specific concern. It’s critical to answer any issues professionally while also evaluating how this feedback may be used to improve your company’s operations in the future.
On the other hand, always put the consumer first, and treat them with respect to show that you value their comments. Make it a point to listen to every customer complaint, regardless of whether you agree or disagree, and answer with respect rather than defensiveness. In any case, do not consider ignoring the negative comments as it can result in a more negative image of a business.
8. Make Genuine Modifications
Human mistake is unavoidable in life, but it may be costly to your company if not addressed immediately and effectively. If you or your firm makes a mistake, you must admit it and apologize to individuals who have been harmed. A sincere apology would be perfect for maintaining professional relationships without further hampering the image of a brand.
9. Stay away from online debates
It does not matter who is right or who started the dispute – engaging in online arguments is always considered unprofessional. If you react to criticism emotionally, you could end up saying or doing something that can ruin your reputation.
The most effective strategy is to avoid getting involved in such online public debates. Staying professional will more likely win additional customers.
10. Invest in Online Reputation Management
Establishing your online reputation requires an investment of time and money. Many small businesses neglect to manage their online reputation until there is a problem that needs to be addressed. Proactive online reputation management is an essential element of any modern-day digital marketing strategy.
A well-managed online reputation is always worth the investment – if you don’t have the time, don’t know where to start, or simply aren’t getting the results you want, hire someone to handle it for you.
As a digital marketing agency, Xenia Consulting, we know the worth of online presence and its image. Reach out to us at firstname.lastname@example.org or +91- 78756 47856, and our experts can help you implement an online reputation management strategy for your business.