Online reputation management (ORM) is the process of monitoring and managing a business’s reputation across multiple online channels. It includes a variety of strategies, including SEO and content development.
A positive reputation can help you win new customers, but negative reviews can damage your business’s profitability and survival. That’s why it’s crucial to have a proactive reputation management strategy in place.
1. Monitoring
If you own a business, you need to monitor your reputation online. This is an important task that can improve your brand image and increase customer trust.
You can use free tools to watch for your name or a keyword of your choice. These can help you identify any mentions on the web that can affect your reputation.
Aside from reviews, monitoring social media and other mentions can also help you understand the perception of your brand among customers. This can give you insights to adjust your marketing campaigns or new products accordingly.
Reputation management solutions allow you to track reviews and mentions, respond at scale, and take action in the event of a negative review. This will ensure that you are able to show potential clients that your business is responsive, transparent, and cares about their experience.
2. Responding
The most basic, yet effective, way to improve your brand is to respond to reviews, both positive and negative. This reflects your brand’s values and speaks to the trust customers seek in you.
Ideally, you have a process for responding to reviews that everyone on your team follows, so you don’t miss any opportunities to build relationships with your community and increase your online reputation. You can also enlist the help of a managed service provider to do it for you, which can be helpful during times of increased review volume.
A good reputation management strategy should also include a tone guide for responding to comments, as well as a crisis management plan that helps you respond quickly when things are escalating and you’re not following a standard response process. This can help avoid unnecessary repercussions and make your team less frantic when responding to reviews.
3. Rebranding
Rebranding a company or product is an important part of brand management. Companies may rebrand in response to legal issues, negative publicity, and changes in target markets.
It's also a way to update the image and branding for products that have become outdated. A rebrand can extend the life cycle of an old product or service by introducing new features and materials to keep it competitive.
A rebrand can help a company reflect a merger or acquisition, change the business profile, or reposition its vision and image for new markets. It can also reflect changes in consumer behavior and industry trends.
A rebrand can be an effective way to boost sales, especially for goods. It can also help a company attract a new audience and re-engage its existing customer base.
4. Enhancing
In a world where fake news and digital scams can kill business, reputation management is more important than ever. Bad press doesn’t die with yesterday’s news, and it can live on for years in search results.
Luckily, you have more control over your reputation than most people think. You can monitor online reviews, social media, and even third-party websites to see what others are saying about you.
Enhancing your reputation is a great way to build trust and grow your business. It involves responding to negative comments and reviews, publishing positive content, and promoting your social media presence.
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Article by Constellation Marketing
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