Business man in black dress touching screen with 5 stars visible on the screen

How to Manage Online Reputation of Your Business?

Businesses have now become more approachable and accessible to customers. The digital medium has created a connection between consumers and brands that drives engagement and awareness. The platform can be used by businesses to showcase their credibility and gain recognition in the cluttered space. However, maintaining a reputation can be challenging because rants from disgruntled customers are available in the public domain and can sway opinions.

Thus, entrepreneurs must constantly monitor the brand conversations and user-generated content that can impact their image. In addition, they have to offer value to their customers to solidify their position as a trustworthy entity that aims to satisfy customers. A positive reputation comes in handy when the entrepreneur decides to sell business online because buyers evaluate this aspect carefully.

So, here is how businesses can manage their online reputation. It can play a significant role in attracting and retaining customers.

1. Determine Your Brand’s Online Reputation

Before embarking on the journey of creating a solid brand identity on the digital medium, entrepreneurs must understand where they stand. It involves doing some research to identify the perception of customers and how the brand is viewed online. It requires typing the brand name in an incognito browser window and reviewing the information in the results.

Entrepreneurs must check the Google My Business page, social media profiles, and the business website. They must assess the comments and reviews that appear in the search results to determine the brand’s online reputation. The research will help create an effective strategy that can address the problem areas.

2. Prepare An ORM Strategy

The online reputation strategy involves setting goals based on the ORM audit. For example, if the brand has many negative comments online, the strategy should focus on increasing positive content to overshadow them. The strategy includes details of the media channels that will be used to implement the plan and the guidelines for maintaining online engagement.

The strategy helps decide the tone of communication and maintain consistency during interactions with customers. Entrepreneurs who intend to sell business online must work the ORM strategy to ensure a profitable exit. The four types of media that can be used for this purpose are paid (ads), earned (featured on other sites), shared (sharing content online) and owned (publishing content on the business website and blog).

3. Track Online Brand Conversations

The next step is to have an in-house team for online brand monitoring that tracks all the brand name mentions across channels. They can use tools and apps to identify conversations and mentions of the brand and its products, reviews and comments that affect its image. It will help identify the percentage of negative and positive mentions.

It will help gauge consumer sentiment towards the brand and its products. The monitoring activity will help identify the channels used for these mentions and the type of conversations that are happening. It is also helpful in identifying comments and mentions that must be responded by the brand.

4. Ask for Positive Customer Reviews

Loyal customers must be encouraged to become brand advocates and create user-generated content online. It includes testimonials for the business website and positive product reviews on the e-commerce pages. In addition, they must create social media posts to promote the brand. It increases the credibility of the entity and helps to build social proof.    

Loyal customers who help with brand advocacy must be incentivised by offering discounts and loyalty membership points. They can also create how-to-use videos and product demos that new buyers can use. They must also be encouraged to leave positive reviews on third-party review sites to build a positive image.

5. Respond to Customers For Engagement

Monitoring brand mentions helps to find queries and comments that the business must answer. The ORM team must use the branding guidelines mentioned in the strategy to respond to these posts online. Acknowledging both negative and positive comments showcases authenticity and willingness to work on weaknesses.

Offering the right advice and recommendations can appease discontented buyers. For example, if a customer is angry because of a delay in product delivery, they must be asked for their order details and provided with the delivery tracking link to help them locate it. These simple measures can take the reputation of the business to the next level. Thus, entrepreneurs will face no hassle when they sell their businesses online in the future.

6. Showcase Your Brand’s Strengths

Online reputation management is similar to customer service via the digital medium. The brand must make sure that the customer is satisfied and perceives the brand as a stable and high-growth entity. It requires promoting the brand consistently through content marketing, paid ads, search engine marketing and offering valuable information to customers.

It is essential to highlight the positive aspects of the business during these promotions that position it as a trusted entity. The feedback received from buyers during online interactions must be used to make improvements in the offerings and it must be communicated to the target audience. The business must post relevant and valuable content through blogs, infographics, podcasts, images and videos to build their authority and generate recognition.

7. Invest in Influencer Marketing

Besides user-generated content, businesses can improve their online reputation by partnering with social media influencers. They must identify influencers who are working in their industry and have a significant following online. They must share the same values as the brand and should use the tone and language preferred by the target audience to resonate with them.

It can help increase the reach of the business and enhance awareness. It helps the brand to gain the trust of the target audience because it is endorsed by an authentic source. Also, when the influencer offers a genuine feedback about the brand without upselling it, the message will resonate with the audience. It can even help the entrepreneur to sell business online at the right price because of its popularity.

Wrapping Up

Online reputation management is necessary for businesses to stand out and carve a niche in the cluttered marketplace. It helps drive sales and growth while improving brand awareness and authority. The steps given above can aid in developing an outstanding brand reputation.