Building An Online Reputation Which Accurately Represents Your Business
97% of Business Owners Say Online Reputation Management is Important — Here’s How to Build an Online Reputation Which Accurately Aligns With Your Business
Buyers in all industries are using content online to make their purchasing decisions. That’s why it’s increasingly more important to be proactive and engaged with your online presence.
Do a Deep Audit of Your Online Reputation
Businesses risk losing 22 percent of their business when potential customers find one negative article on the first page of their search results. Three negative articles can cause that number to jump to 59.2 percent.
97 percent of consumers say online reviews influence their buying decision.
Begin monitoring your business online by setting up Google Alerts for your company’s name and key executives. You can also use media monitoring tools like Mention or Cision for a more robust tracking and brand management system.
Make Better Use of Online Reviews
88 percent of people trust online reviews as much as they do a personal recommendation.
Unfortunately, self-motivated reviewers are more likely to be ones who are dissatisfied, leaving business reviews which may be a misrepresentative collection of unfavorable reviews.
Be proactive and consistent in prompting employees and customers for reviews to showcase a more authentic representation of your company.
Publish Content That Customers Find Valuable
When decision makers are asked why they select a specific vendor, 75 percent report that the vendor’s content online had a significant impact on their buying decision.
Customers today progress more than 70 percent of the way through their decision-making process on their own online before ever engaging with a sales representative.
Companies without a strong digital content strategy risk losing buyer awareness and ultimately, sales opportunities.
Social Media: A Window of Opportunity
Think of your social media profiles as a window into your company’s operations. Inactive or non-existent platforms are very similar to boarded up windows, disconnecting you from potential clients and sales.
That doesn’t mean you need to be active across all channels. Rather, focus on the platforms where your audience is most likely to be engaged in and make sure the content that matters to them most is available there.
Don’t Forget Your Executives
People tend to care significantly about the people behind the brand — not just the brand itself.
Global executives estimate that 44 percent of a company’s market value is attributable to CEO reputation.
Accepting & Working Through Discomfort
Negative reviews may be completely unjustified creating a space where with your online search results shift from week-to-week.
When a negative review or article does appear online, be swift to prepare appropriate responses. According to Google My Business, businesses should “interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business.”
Statistics show, of the customers who receive a response from a company after posting a negative review, 33% turned around and posted a positive review, while 34% deleted the original negative review.
The fact that a brand’s online reputation is never fully controllable is what makes online reviews and articles such a valuable and trustworthy source to consumers.
Companies who are proactive in engaging with the online tools at their disposal are the ones who will find their online reputation most accurately reflects the narrative they prefer.