More than half of the world’s population is online and as a brand, this can either be good or bad news. With so many people online, it’s easier to expand your market base. However, the internet means more visibility of any shortcomings by your company.
Your online reputation refers to how others see you when they search or interact with you online. Any negative perception about your organization will spread rapidly. Your target customers might see such negativity and stop further engagement. To avoid this, constantly monitor, and improve your brand’s image on digital platforms. This is what online reputation management seeks to do.
Understanding Online Reputation Management
Online reputation management is a critical part of digital marketing strategies where you use a combination of legal, marketing, public relations, and search engine optimization (SEO) tactics to protect your image online.
Through real-time monitoring of your brand’s mentions, you can start remedying any negative image. The idea is to ensure anyone who searches your name on a search engine doesn’t get negative results. There’s a tremendous risk of losing business if potential customers consistently get poor results and critical reviews about you.
A reputation management campaign also addresses negative customer feedback, malicious attacks from the competition and fallout from poorly executed advertisements. It helps you get back control of the online conversation about your brand.
Delays to reshape this conversation can have devastating consequences for your company. You could incur customer attrition, poor sales, and lower returns from your marketing campaigns. The business has to invest more in the future in customer acquisition.
How Online Reputation Management Works
Times have changed and in today’s digitally connected world, ignoring negative publicity is suicidal for any organization. News spreads fast and with social media, one scandalous customer review can hit your business hard.
Online reputation works by leveraging the power of search engines to push positive stories about your brand. This is not a one-off fix but a long-haul process where an online reputation management company creates high quality content to counter any negativity.
For a start, you have to address negativity up front and own up to your mistakes. From this point, it becomes easier to handle the other steps in reputation management.
High quality articles, videos, blogs, social media posts all work in tandem to push down any poor quality negative content down the search engine results page (SERPs). When you create high quality, current, accurate, and balanced content, you increase the chance of reclaiming your top ranking in search engine results.
Liron katlan says that your reputation management consultant has a team of SEO strategists who review the nature of threat against your reputation. They create a custom content strategy based solely on building a positive image around your brand.
These experts harness the power of different SEO techniques including:
- influencer marketing
- Positive customer reviews
- Real-time tracking for online mentions. Your team can automate online reputation management to ensure you don’t miss anything.
- contests and giveaways
- Press Releases
- Google My Business Listing
- Social media posts (especially for a travel agency)
- Link building
- Guest blogging
- Business profile development
Poor online reputation can undo all the hard work you have put into building your brand. It all starts with a negative comment, review or blunder. If this happens, don’t take things into your hands. Get a professional to handle the reputation management as you focus on the core business.
Interesting Related Article: “How to Manage Reviews About Your Business Online?”
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