As the online marketplace becomes more saturated and consumer behavior evolves, brands can’t afford to ignore the importance of reputation in business.
For instance, when customers shop online, a significant part of their decision-making process involves reading and evaluating online reviews. This places sellers on eCommerce platforms like Amazon and Walmart under intense scrutiny by potential customers. A single negative comment or review can quickly tarnish their reputation. This is where a reputation management strategy becomes essential.
In this guide, we explore the following topics:
• The Importance of Reputation in Business
• Elements of an Online Reputation Management Strategy
• 5 Steps to Building a Reputation Management Plan
Read on and learn how to elevate your reputation management campaign.
The Importance of Reputation in Business
Today, your brand image can be a make-or-break factor. The latest research shows that 55% of people are repelled by a company’s negative online reputation (Reputation Defender).
When potential customers search for your brand online, what they find shapes their perception. Online reviews, social media mentions and poor ratings collectively create your digital footprint. A bad review or unfavorable article can deter prospective buyers and tarnish your brand image.
For eCommerce businesses where trust is paramount, reputation is a valuable asset that can influence long-term growth.
• Foundation of Relationships
Trust is the secret to any lasting relationship. A strong reputation fosters trust and credibility, making it easier to attract and retain customers. Likewise, partners are more likely to invest in eCommerce businesses with strong reputations, as they perceive them as lower-risk and more likely to succeed.
Additionally, a solid brand image is more likely to attract top talent, as employees prefer to work for reputable employers.
• Customer Acquisition and Loyalty
Satisfied customers who trust your brand are more likely to return for future purchases, increasing customer lifetime value. They also tend to spread positive word-of-mouth, a powerful tool for attracting new customers.
• Faster Recovery
eCommerce sellers with positive reputations are often more resilient and recover faster from setbacks. A strong reputation can act as a buffer during crises, helping to maintain customer and stakeholder support while the issue is resolved.
Elements of an Online Reputation Management Strategy
Reputation management involves safeguarding and enhancing your company’s image to shape public perception positively.
An effective reputation management process involves several moving parts. In today’s omnichannel environment, where customers interact with brands across multiple platforms and touchpoints, these elements must work seamlessly together.
1. Dependable Customer Service
According to a survey, 91% of customers are more inclined to make a purchase following a great customer service experience (Salesforce).
Positive experiences can convert a one-time shopper into a loyal customer, whereas negative interactions can lead to lasting damage to your online reputation. Customers may share their poor experiences with friends and colleagues, driving away potential sales in the long run.
Here are several ways eCommerce businesses can enhance customer service:
• Provide Multiple Contact Channels
Ensure customers can reach out through various channels such as email, live chat, phone and social media. Offering multiple options caters to different preferences and ensures accessibility.
• Ensure Swift and Reliable Shipping
Partner with reliable shipping providers and offer transparent tracking information to ensure timely delivery. Clear communication about shipping times and potential delays is crucial.
• Simplify the Exchange and Return Process
Develop an online return portal where customers can easily initiate returns or exchanges. Provide a clear and visible return policy on your website that includes time frames, conditions for returns and steps to initiate a return.
2. Review and Feedback Management System
Customer reviews hold the power to sway potential customers either toward or away from your products. In fact, 49% of consumers place the same level of trust in online reviews as they do in personal recommendations from friends and family (TrustPulse).
Effective business review management online involves gathering, monitoring and responding to customer feedback across various platforms. By consistently garnering positive reviews, eCommerce sellers can strengthen their reputation and build a loyal customer base.
Here are ways to enhance your feedback and reputation management strategies:
• Encourage Reviews: 60% of consumers consider the number of reviews a business has as a crucial factor in deciding to use its services (TrustPulse). A streamlined business review management online solution ensures your brand has a steady flow of verified online reviews to guide buying decisions. To encourage more feedback, simplify the review process by integrating a review widget directly into your eCommerce platform. This allows users to leave reviews with just one click, eliminating the need for lengthy forms or multiple steps.
• Monitor Review Platforms and Social Media Channels: Besides eCommerce platforms, customers often share their experiences, questions and concerns on social media and review sites. Engage with social posts, address customer queries or complaints and showcase positive feedback to demonstrate excellent customer service.
• Respond Promptly: 53% of customers expect companies to respond to negative feedback within a week (TrustPulse). Stay calm and professional throughout your response. If the review highlights a genuine issue, offer a sincere apology for any inconvenience caused. Then, offer solutions, refunds or replacements as appropriate. If necessary, invite the customer to contact you privately via email or phone.
• Refrain From Deleting Negative Feedback: 96% of customers actively seek out negative reviews to aid their decision-making (TrustPulse). Rather than deleting negative reviews, embrace them as opportunities to showcase your brand’s dedication to transparency and continuous improvement.
3. Crisis Management Strategy
Crises such as data breaches, product quality issues or unresolved customer service complaints can quickly spiral out of control because of how interconnected everything is. Before you realize it, even a minor problem can cause substantial harm to your brand image.
Incorporating crisis management in your reputation strategy is essential to minimize damage and recover faster during challenging situations.
• Preparedness
Develop concrete steps to take in the event of negative publicity or a major issue. Outline roles, responsibilities, communication protocols and response strategies.
• Swift Response
When facing an issue or accusation, be sure to acknowledge it promptly and transparently. Share the steps you’re taking to address and resolve the situation. Ensure your messaging is consistent, timely and transparent across all communication channels.
• Media and Public Relations
Provide regular updates as new information arises. Keep stakeholders and the public informed of progress and any adjustments to the response strategy.
4. Post-Crisis Evaluation and Learning
Perform a post-crisis assessment to measure the effectiveness of your response efforts and identify areas for improvement. Focus on moving forward and using the experience to improve your overall reputation management process.
5 Steps to Building a Reputation Management Plan
Maintaining a positive brand image requires time, expertise and dedication. Follow these steps to develop a reputation management plan:
1. Audit Your Reputation
Assess your current online reputation, identify strengths and weaknesses and understand how customers and stakeholders perceive your brand. Use tools like Google Alerts, Mention or Hootsuite to track mentions of your brand across the web, including news articles, blogs, forums and social media platforms. By understanding the public sentiment surrounding your brand, you can identify what works and make the right changes to your reputation management process.
2. Create Reactive and Proactive Reputation Management Strategies
Develop strategies for both reactive (responding to existing issues) and proactive (preventing potential issues) reputation management. Outline protocols for handling negative feedback, managing crises and amplifying positive messaging.
3. Develop a Tone and Messaging Guide
Establish comprehensive guidelines for business review management online. This involves setting a consistent tone and language for responding to feedback, ensuring alignment with your brand’s voice and values. Maintain uniformity across all channels to present a cohesive brand image.
4. Communicate the Plan to the Rest of Your Team
Share the updated reputation strategy with relevant stakeholders within your organization. Train your team members, especially those involved in customer service, social media management and public relations. Ensure everyone understands their roles and responsibilities in maintaining a positive brand image.
5. Track Your Results
Use key performance indicators (KPIs) and metrics to track the effectiveness of your reputation management campaign over time.
Enhance Your Reputation Management Strategies With Thrive Local
Neglecting your online reputation can lead to rumors and misinformation that forever tarnish your brand name. On the other hand, taking control of your reputation gives you an opportunity to attract positive, high-quality content that embodies your personal brand and draws in high-intent prospects.
Entrust your reputation management campaign to Thrive Local. We’ve worked with startups, franchises and Fortune 500 companies, helping them track reviews on Amazon and other eCommerce marketplaces.
Connect with us now and elevate your reputation strategy!
