Managing an online brand reputation is a daunting task. Your business, like any other, has an image to establish, protect and uphold. Social media alone is so powerful that news–good or bad–can spread like wildfire across the web.
The internet has changed the relationship between businesses and consumers. More than 80 percent of consumers nowadays hinge on online reviews to close their purchasing decisions.
Here are three useful tips for businesses that want to establish online presence.
Use digital channels
PR and marketing has evolved from two decades ago. We now have several ways to build an online brand reputation. But managing it requires your utmost attention and consumes most, if not all, of your time.
To start, you have to use existing strategies like search engine optimization to build up your brand’s credibility. SEO requires close attention to detail and quality, and determination.
Another digital channel is press release. To be successful, your press releases must immediately catch media attention.
Most importantly, you have to stay updated with social media engagement. This platform is key to online reputation nowadays.
In addition, a firm grasp of analytics helps you measure how your content affects the target audience. Monitor site metrics like page retention time, traffic, click-through rate and bounce rate.
Keeping up with fluctuations in likes, shares and followers gives a good understanding how your messages and content fare on social media.
Determine what makes successful brands tick
Managing your online brand reputation starts with a keen observation of top brands in your industry. For example, Mention is an effective tool that shows the leading brands and how well their content performs against the competition.
After isolating the right metrics to focus on, delve deeper into what makes them stellar and if you can apply the same winning concept in your strategy.
A common thing you will see among top brands is high quality customer service. They genuinely care and show concern for their clients. They also have strong corporate ethics and actually promote what’s best for the world. Hence, they last longer than others.
Several leading brands now use social media as their primary channel for customer service. After all, this platform is quickly becoming a main source of reviews and feedback from customers. And you can even address queries and concerns more quickly, leading to better brand visibility.
Consistency preserves online brand reputation. But, given how transparent online channels like social media are, you will find it almost impossible to avoid making a mistake. And a simple negative feedback can be harmful for your reputation.
Never keep mum amid a crisis. It will leave a huge dent in customer care. If you experience difficulties handling customers during the most unexpected time, always keep them informed that your team is actively working on the issue. If your resources allow it, redeem yourself from the bad experience thru discounts and promos. Still, the best way to alleviate the situation is a sincere apology. If it’s a recurring issue, assemble your team and refresh them with your company values.
Shaping an online brand reputation hinges on your ability to create engaging content that piques the curiosity of your target audience.
You have to present your product or service as a key driver in making the world a better place to live in. Eventually, a good reputation will follow in the not so distant future.
Image courtesy of Phil Windley