Everything You Need to Know About Reputation Management
Understanding ORM Reputation Management
Reputation management is essential for any successful business, as generally your reputation always goes before you, and if your online perception leaves a lot to be desired then your business could be suffering. If you’re interested in finding out more about online reputations and our online reputation management services, you’ve come to the right place.
What is Reputation Management?
Reputation Management or Online Reputation Management (ORM) involves the practices of creating and influencing a positive perception of your business through the use of content, social media, online interactions with your customers, online reviews as well as other numerous online marketing techniques which can shape the perception of your brand.
The public perception of your website and business is fundamental in influencing how successful you are likely to be when it comes to turning online traffic into revenue as ultimately how many customers are willing to use your services or purchase your products. This is because generally, a bad reputation or poor public perception will affect your conversion rates and revenue significantly.
What Does it Consist of?
As previously mentioned, there are many different techniques involved in a successful reputation management strategy. All of which need to be employed efficiently to ensure that your business's positive online perception is both protected and maintained.
However, the success of reputation management is mostly through the following techniques:
- Content Creation – the process of creating a different variety of content in the forms of blogs, articles, website copy, videos, images, podcast and social media content.
- Content Marketing - understanding what your customers and users want and marketing those products, services and content for them.
- Social Media Marketing – understanding what the wants and needs of your customers are that use different social media platforms and creating and marketing content, products and services to them which is targeted specifically for them.
- Social Media Monitoring – checking your social mentions on a variety of different social media platforms to understand what customers and users think of the brand, helping you to identify your strengths and weaknesses.
- Online Reviews – engaging and encouraging customers to leave a review of your business, website, products or services.
- Online Review Monitoring – checking for positive, negative and fraudulent reviews for you to take appropriate action.
Why is Reputation Management Important?
If you were to suggest that a business that has a poor public perception and online reputation wouldn't be as successful as others that have favourable reputations, then you'd be correct in making that assumption.
This is because, as a consumer, you’re unlike to use services or purchase the products from a company that has had a bad reputation in the past for whatever reason.
Instead, you are more likely to favour a company a that you know has a good reputation and therefore you can expect that they have a certain level of respect, consideration and communication that you wouldn't be able to with an unreputable company. Unfortunately, if you use a company with a bad reputation, you're asking for lousy service.
When a brand has an excellent reputation, it speaks for them and with a positive perception comes a certain amount of trust, respect; and in turn with that comes loyal customers, sales and revenue.
For your brand to succeed, you must ensure that you have a good reputation, for your brand to:
- Establish the trust of customers
- Initiate and repair relationships with customers
- Attract new customers
- Get ahead of your competitors
- Increase sales, revenue and profits
- Improving and establishing your professional company image
How ORM Can Help Your Business How Dojono Can Help
Reputation Management can be an excruciatingly long and hard process, especially if you haven't got the time or resources to do it yourself, and here's exactly how we at Dojono can help.
How Dojono Will Help Your Business
In one way or another, all businesses could use some form of reputation management in their digital marketing and SEO strategy, and we here at Dojono understand how important that can be. You'd be wrong to assume that only companies who have received a somewhat poor reputation in the past would be the only ones who can benefit from this type of service.
Instead, our reputation management can help find both the strengths and weaknesses of your online reputation. At Dojono we can help you to work with those positives and negatives to ensure that you improve the rapport between your business and your customers and build a better reputation for yourself, whether you're new to the industry or whether you've experienced problems in the past.
While we execute your online reputation strategy, throughout the whole process, we'll monitor your business's progress to ensure that the approach we have employed and in place is sufficient and works for your brand. We’ll make sure that we make the appropriate changes and adaptations of the strategy throughout the whole process to ensure we recognise what works and what doesn’t work for your business.
We will work on your strengths and work to develop your weaknesses to establish a brand reputation that your business will be proud of.
For more information on our services:
Understanding Why Content is Important for ORM Content Marketing and Creation
Content is an essential part of a successful ORM strategy to establish a better relationship and reputation with your customer base content plays a vital role.
What is Content Creation?
Content creating is a fundamental part of any effective reputation management strategy.
Providing your users with an excellent variety of different content in the form of blogs, articles, social media posts, videos and podcasts is a great way to boost your online perception of your brand and prove that you are a trustworthy and respectable company who is able to create engaging and resourceful content for your customers and is therefore deserving of custom.
The content creation involves researching, planning, scheduling, and creating various types of resources and media, and is not just exclusive to website copy and blog posts. Instead, content creation also consists of the production of other kinds of mediums such as videos, images, infographics, social posts and much more, which will help shape the perception of your brand.
How Can it Help?
Content is a vital part of not only reputation management and SEO but also, for digital marketing as a whole. Content that is helpful for users is not only more likely to receive better user feedback and establish trust but is also expected to achieve higher rankings in the SERPs and be shared more frequently online between other users on social media platforms and help improve link earning strategies.
What is Content Marketing?
Content Marketing involves both the creation process of any content you create and then the action of distributing that content.
Content marketing helps you as a business to identify what your customers both want and expect from your brand and helps you to deliver that content.
Once you have carefully prepared and created your content which has been thoroughly researched and specially designed, your next step is to market it to the right people, your customers.
The process of both creating and distributing your online content for your target audience, allows you to connect and engage better with your customers through various individual methods of interaction on different platforms.
How Can it Help?
Content marketing is essential for building and, in some cases, regaining trust with customers, especially if you have received a somewhat unfavourable reputation in the past.
By interacting with customers and other potential customers to understand what they require and expect of your business, you will be able to enable customers to feel connected to your brand by proving that you're marketing products for them instead of just at them, as is the case with many other companies.
By creating these relationships and involving customers in the development of your content, you'll establish not only long-lasting relationships but also an element of loyalty.
How Can Social Media Help?
Social media is now a massive platform that we didn't have over 20 years ago. In the last 10 to 15 years, it's taken off in popularity, so social media is a relatively new development in the world of marketing as a whole.
Nowadays, through social media, it’s easier than ever to have your say on businesses, service or your experience you received with a company, and have it published, whether it was a bad experience or not. Unfortunately, bad mentions about companies tend to gain more attention, which has the potential to damage your reputation.
That's where social media can help.
As previously mentioned, social media is an excellent way of distributing the content you have created and also understanding what your customers want and need from your brand. However, social media also allows you to interact with your customers, and if someone has had a negative experience with your company then seeking to resolve any disputes, is an excellent way to start.
Acknowledging and attempting to sort out the problem will defuse the tension between your brand and the customer and will enable you to show other customers that you take the responsibility to ensure all your customers are satisfied.
As well as social media, another more reliable source of brand reputation, is online reviews.
Online reviewing sites also have the potential to deter potential customers from using your business or services if they believe that you aren't a trustworthy or reliable company.
How Can Online Reviews Help?
By monitoring your online reviews, you'll be able to identify the problems and issues within your company to make a note for areas of improvement within your business strategy.
As well as this, you'll also be able to interact with your customers to see if you can seek to resolve the issue and regain a happy customer.
Other prospective customers of your business also like to look at interactions between brands and their customers to, as it shows a sense of responsibility and loyalty to their customers and proves that you are a company worth trusting.
So if there are any wholly falsified or irrelevant reviews for your business which could be affecting your reputation, then you also have the opportunity to have them removed, further improving your company's status.
After Implementing your ORM Strategy Tracking Your Successes
As with any strategy that you employ to your website, you'll want to ensure that it's beneficial, and here's precisely how you can monitor the success of your strategy and here's how we'll help you to track yours.
Reporting and Monitoring Mentions and Progress
Throughout the entire reputation management process, we will ensure that we keep you up to date with the monitoring and progress of your brand.
We will continue to monitor your social mentions, interactions, reviews, traffic and revenue throughout the entire process, to be able to provide you with reports to see the evidence that your brand's reputation is improving.
How Does This Help Reputation Management?
By observing and studying your mentions, interactions and the overall reputation of your brand, this will enable you to communicate and improve your relationships with your customers.
It will also help see and identify which methods are the most successful for your business which works to accomplish improving your reputation; whether it's through the creation of valuable and reliable content, or interaction and communication or just through attempting to resolve and rectify any issues your customers may be having.
Frequently Asked Questions FAQS
Let us answer any questions or queries you may have.
How do I fix my poor online reputation?
For you to fix a poor online reputation, you must first address what the underlying cause of the problem is. Was it a falsified review? Was it from customers who had genuinely received bad customer service when they used your business? Are you simply a new company with no customers? Or was it from another company or a disgruntled company carrying out negative SEO practices on your site?
Once you have managed to address the underlying cause, your next step is to address that cause, which means taking appropriate action if you have received falsified reviews, improving the customer service of your business and giving employees the necessary training to deal with customers or take the appropriate steps to deal with the negative SEO techniques which have been employed to your website.
After that, your next step is to rebuild your online and public perception, and this can be a tough thing to do, although ultimately it could save your business. Reach out to old customers, seek to resolve disputes, reply to messages on social media, in a serious effort to ensure that you can create a positive outlook of your brand again.
At Dojono, we understand how difficult it can be to rebuild your online reputation or even establish one from scratch, as it can take time, effort and someone working on your reputation strategy around the clock to achieve the results you want in record time. If you don't have the time to spend on your ORM strategy, then we at Dojono can help you with our ORM services.
How do you maintain a good online reputation?
Once you have established a better online reputation for your brand, your next step is for you to maintain that reputation and popularity as many big established brands have before.
The key to maintaining your reputation is consistency and persistence, meaning that you should ensure that you post regularly, engage with your customers, seek to resolve disputes and are consistently on social media.
How can I improve the type of online reviews I’m getting?
There are many different ways for you to improve the type of online reviews you are getting and the frequency in which you are getting them. Online reviews are essential for both a good SEO and local SEO strategy, so first it's necessary to ensure that everyone who uses your services or purchases a product from you receives excellent service and that will dramatically improve the nature of your reviews, as there's no point in you asking for reviews if your customers aren't happy with your business in the first place.
Your next steps are to do the following;
- Follow up with your customers via email or telephone
- Establish relationships with your customers on a personal level
- Give incentives such as discounts or a prize draw
- Reward and interact with those who do leave a review
- Reach out to those who left unhappy reviews to see whether you can resolve their issue
Is it challenging to build a brand reputation from scratch?
It can be challenging as you’re a new business with a small customer base to build a positive online reputation from scratch if you don’t know best methods for your business to do so.
At Dojono, not only will we help you to develop your online reputation management strategy, but we'll also show you the ropes and the best ORM techniques for your business.