Marketing executives representing different brands may not realize it, but a poor online reputation management can damage a company’s sales. Protecting a firm’s good image online is clearly a key factor that will impact on revenue. Here are important questions that can help brands manage their reputation to greater success.
What Are Some Online Reputation Issues A Brand Might Experience?
Most businesses usually find online reputation issues quite tricky. What a brand should do is find out what has led to such damaging remarks and what they can do about it. It can be an unsettling experience especially for businesses that have spent years to attain such status. Some marketing executives may not consider potential losses in sales, press coverage and even recruitment ability until the damage is done. This leaves the company vulnerable.
Can Personal Reputation Affect A Company’s Online Reputation?
Especially with established businesses, top level managers become synonymous with the brand. Their personal reputation can, therefore, affect the company which might even influence the decision of investors to invest in the firm or loyal customers from buying or endorsing the company’s products. Top CEOs with strong personal reputation are always seen as industry experts who ultimately benefit the company.
Can Positive SEO Results Serve As Protection Against Reputational Crisis?
Positive search engine results, especially on Google, may not always remain that way in future. Factors like algorithm changes, social media and recent news can change everything. Businesses, therefore, have to learn that online reputation management is a continuous process.
How Can A Brand Handle Reputation Issues?
Today, online interactions have taken center stage such that any crisis soon becomes an online reputation crisis on social media. The story may not affect your company much buy still you should take necessary measures immediately to prevent further damage. Constantly monitor online mentions and sentiments and also find out where they come from. If all key decision makers are involved, a brand can come up with effective reputation-protection measures that will solve more problems than is created.
5 Key Reputation Management Tips
1. Own Your Search Engine Results Page (SERP)
Top ranking in the popular search engines driven by only a handful of links isn’t enough. Companies should instead take full advantage of SERP to control the outcome where possible.
2. Be Social
The social media is popular with many people; businesses included. Therefore, create social media profiles and update them regularly to help build a positive image around your brand. This will give your business a bigger presence online and more spots in SERPs too.
Blogging also helps in reputation management by putting your brand out there on the web. A blog driven with professional and positive information about your company, its products, services, industry trends, support issues among other topics will popularize it. Blogging also attracts more traffic than static websites that help your reputation and lead generation too.
4. Be Creative
To best meet the needs of customers, you should also encourage them to show how they are using your products. This can be through videos that tend to rank very well on search engines.
5. Have an Active PR Strategy
Company news shouldn’t be the major driver for your press releases. Instead, publicize your partners and also sponsor events that may get the attention of the press.
Can An In-House Department Handle Reputation Issues?
Public relations campaigns, social media updates, content development including interactions through blogs and support forums can all be done within your company. With multiple online reputation management (ORM) campaigns, your company might, however, lack the necessary resources or expertise that might prompt you to hire an experienced reputation management firm.
Is Online Reputation Management Help Expensive?
This depends on whether the work to be done is proactive or reactive. Preventive measures are generally less expensive compared to correcting an already damaging situation. The size of your firm, the scope of work, location of the business and estimated returns on investments also affect cost.
What to Look For In an Online Reputation Management Expert?
Just like with SEO, a reliable provider should have a successful track record with other clients. Before the ORM work begins, their baseline Google ranking “after” results should be positive. Also ask them how they will improve your online reputation and whether such tactics have been proven to work.