What will potential customers see when they stumble upon your brand online? You want to ensure that what they find paints your brand in a positive light, enticing them to take that next step into your sales funnel.
So, how is your online reputation going?
Your online reputation encompasses the image you project as an individual or business on the Internet. It’s all about how people perceive and evaluate you based on the information available online.
Such information can be influenced by various factors, like online reviews, social media presence and your overall digital footprint. Essentially, you are exposed to reputational risks online.
This is where online reputation management (ORM) comes into play.
So, let’s unpack this online reputation management guide as we go through:
• What Is Online Reputation Management?
• Why You Need an Online Reputation Management Strategy
• Media Channels To Consider in Your Online Reputation Strategy
• Top Review Platforms To Consider
• Online Reputation Management Tips: How To Get Started With ORM
What Is Online Reputation Management?
Online reputation management is a deliberate and tactical approach to overseeing and molding the perception of your business on the Internet. It entails responding to negative sentiments while amplifying positive impressions and rectifying misinformation.
Why You Need an Online Reputation Management Strategy
Discover the advantages you get by establishing an online reputation management guide or strategy:
• Set a favorable first impression.
• Deal with negative reviews.
• Gather valuable feedback.
• Get more visibility in search.
• Engage with customers.
Set a Favorable First Impression
A well-thought-out ORM strategy is crucial for establishing a favorable initial impression. This ensures that when potential customers encounter your brand online, be it on search or social media, what they see aligns with the positive image you want to project.
Address Negative Reviews
In the face of challenges like unfavorable reviews on various platforms, an ORM strategy serves as a valuable guide, outlining steps to mitigate the impact. Timely and adept handling of negative feedback is essential for maintaining a positive online image.
Gather Valuable Feedback
An ORM strategy goes beyond damage control. It facilitates the collection of constructive feedback, helping you understand your customers’ perspectives. This valuable input enables continuous improvement and enhancement of your products or services.
Enjoy Better Visibility in Search
ORM entails meticulous management of crucial business listings, such as your Google Business Profile, which prominently surfaces in search results. Proper listings not only reflect accurate and positive information about your business but also rank high in search engine results.
Engage With Customers
More than mitigating the impact of negative reviews, ORM is about creating additional avenues for open communication between you and your customers. Active engagement through ORM safeguards your reputation and turns customers into advocates.
Media Channels To Consider in Your Online Reputation Strategy
Channels for online reputation management encompass owned, earned and paid media:
Owned Media
This refers to the platforms and content that your business controls, such as your official website, social media profiles and blog. Managing these owned media channels allows you to curate and present your brand image effectively.
Earned Media
Earned media includes mentions, reviews or features about your business that are generated by external sources and not paid for or owned by you. This can involve positive press coverage, customer reviews or social media mentions that contribute to your online reputation.
Paid Media
Paid media refers to promotional efforts or advertising channels for which a business pays to display its content. Unlike owned media (controlled by the business) or earned media (organic mentions or coverage), paid media involves investments to reach a wider audience.
Top Review Platforms To Consider
No online reputation management guide would be complete without naming top review platforms.
Google reviews are influential, especially for local businesses, as they often appear prominently in search results and Google Maps.
Yelp
Yelp is a popular platform for reviews across various industries, including restaurants, services and local businesses.
Facebook (now Meta) reviews contribute to the overall online reputation of businesses and are used by billions of users.
TripAdvisor
Particularly relevant to the hospitality and travel industry, TripAdvisor is a go-to platform for reviews on hotels, restaurants and attractions.
Amazon
For businesses selling products, Amazon customer reviews play a significant role in influencing potential buyers.
Online Reputation Management Tips: How To Get Started With ORM
Here are online reputation management tips to kickstart your ORM journey:
1. Audit your digital presence.
2. Analyze your competitors.
3. Create an initial online reputation strategy.
4. Claim your business listings.
5. Prepare a crisis management plan.
6. Monitor your brand mentions.
7. Respond to negative reviews.
8. Hire an ORM expert.
1. Audit Your Digital Presence
Begin by conducting both branded and non-branded searches. Noting the results, play detective and figure out what’s within your control. This sets the baseline for your ORM strategy. In your audit, you can also search for the names of your services or products as well as key individuals in your company.
2. Analyze Your Competitors
When you’re gearing up for an ORM strategy, it’s essential to analyze your competitors. This involves checking out their websites, social media profiles and other online platforms. The idea is to gain insights, refine your approach and identify areas for improvement.
3. Create an Initial Online Reputation Strategy
Once you’ve completed the audit, it’s time to put on your strategist hat and craft a proactive plan of action. You should have practical steps like updating business listings, addressing reviews and implementing measures to align your online presence with your intended image.
4. Claim Your Business Listings
Claiming business listings is a proactive step in shaping how your business is portrayed online. By claiming these listings, you gain the power to ensure that the information presented is not just accurate but also casts your business in a positive light. Plus, it opens up avenues for meaningful engagement with your audience.
5. Prepare a Crisis Management Plan
Anticipate potential challenges by developing a crisis management plan by outlining steps to be taken in case of reputational crisis, negative reviews or misinformation to minimize their impact swiftly and effectively. A preemptive strategy ensures you’re not caught off guard and can navigate through rough patches with precision.
6. Monitor Your Brand Mentions
Regularly monitor online mentions of your brand by utilizing tools to keep track of what’s being said across various platforms. Remember, brand monitoring is an ongoing process, not a one-and-done task. Regular check-ins ensure you’re aware of the current chatter and can adapt your strategy as needed.
7. Respond to Negative Reviews
Craft thoughtful responses that address concerns and demonstrate accountability. This is your chance to showcase a commitment to customer satisfaction, turning negative experiences into opportunities for positive outcomes. By responding with care and accountability, you not only resolve issues but also build trust and loyalty.
8. Hire an ORM Expert
Reputation guide professionals specialize in proactively shaping, monitoring and maintaining the digital reputation of individuals, businesses or brands. These experts offer a range of services aimed at establishing a positive online presence, mitigating potential risks and strategically managing how their clients are perceived on the Internet.
Let Thrive Local’s Reputation Guides Help Shape Your Reputation
Remember, having an online reputation management strategy is not just about being present online; it’s about making that first impression count.
At Thrive Local, we’re not just your run-of-the-mill online reputation experts – we’re a dedicated team that caters to businesses of all sizes. While we have the expertise and tools to handle the big players, we aim to help small businesses begin their ORM journey the right way.
Ready to make your brand shine in those online searches? Talk to our reputation guide team.
