We use the internet for absurdly long periods of time. In fact, we spend a normal of 6 hours and 43 minutes consistently internet, as per the 2020 Digital Report from Hootsuite and We Are Social. It seems to sense that the digital content we consume affects how others perceive our brands.
From a commercial standpoint, this means that ignoring even a single unfavourable review or comment may easily turn into a significant problem for the whole company. Companies must implement a procedure for managing their internet reputations because of this.
The concept of online reputation management and the top 12 advantages of using it for your company are both covered in the following article.
Definition of Online Reputation
The phrase “online reputation management” (ORM) refers to all the steps a business takes to track, handle, examine, and sculpt the perceptions that lead and consumers have of a brand. Monitoring and responding to brand mentions across a range of digital touchpoints is a fundamental part of online reputation management. Depending on the market and clientele, this might involve:
social media platforms websites, including blogs and news sites, product review sites (both on Google and platforms like G2 and Capterra), videos, media coverage, and others, too.
Let’s talk about the significance of online reputation management now that you are aware of what it is.
#1 Increasing brand trustworthiness
No matter how much effort you put into making your customers happy, unpleasant remarks will always surface. Customers may also be ruthless; according to PwC, 32% of consumers would stop using a brand after just one negative encounter.
Having said that, the key is how you respond to a bad brand reference when it occurs. Building trust requires maintaining your internet reputation and responding to both favourable and negative comments, reviews, and mentions. Making apologies when necessary and replying politely to a critical comment are the best ways to demonstrate your concern for your consumers.
#2 Growing customer involvement
Your prospects of increasing client engagement rates are better the more channels your business monitors and participate in. By employing both a proactive and reactive strategy for customer engagements, this is made feasible. You can keep individuals inspired by your business by being active on the internet, offering them special deals, and rapidly answering their inquiries and remarks. They will be less disposed to leave and join their opponents as a result.
#3 Boosting sales
Even while we still occasionally shop on impulse, most of us study products online beforehand. In fact, 81 per cent of customers acknowledge that they use the Internet to research a product they want to buy before making the purchase. Sometimes all it takes is one bad review to make us think differently and lean more toward a different product. There is a correlation between a positive internet reputation and more sales; the more favourable company references that emerge online, the greater the likelihood of making a sale.
#4 Increasing brand health and customer satisfaction ratings
You have the fantastic chance to answer quickly to mark references by utilizing using online reputation management. If a consumer leaves an unfavourable review on one of your owned channels, you may immediately make apologies and possibly turn their bad feedback into a neutral or positive one. Your customer satisfaction metrics, such as CSAT or NPS, may benefit from this.
In contrast, ORM will provide you with the ability to defend your brand on external channels and promptly put a stop to any unfavourable rumours.
#5 Establishing trust
Long-lasting client connections are built on trust, which promotes the expansion of businesses. Responding to brand mentions in your owned media alone won’t be sufficient, as was stated before in the concept of reputation management. Even though your business now has a positive image, you shouldn’t take it for granted because several dangers are just around the corner. Just consider what may occur if you were to overlook a prominent website’s negative assessment of you!
To ensure that the information displayed about brands online is accurate and consistent, it is also vital to check it. Using a service that monitors and notifies you of mentions from around the web will undoubtedly help you achieve this.
#6 Showcasing your concern for clients
Monitoring what customers are talking about your business on the web and responding to both great and negative criticism shows your concern for them. Naturally, we all want to hear only compliments, and it’s much simpler to reply to them. Negative feedback, meanwhile, can also work in a brand’s favour over time. Customers are a crucial source of feedback, so pay attention to what they say and address any problems. Never disregard depressing opinions since doing so might cause a social media disaster. You may improve your relationships with clients by responding to both good and negative feedback.
#7 Encouragement-filled suggestions
Did you have any idea that 90% of shoppers trust proposals from friends with regard to brands? Online reputation management is unquestionably something you should be concerned about given that customers casually discuss businesses 90 times every week. Making ensuring you receive a steady stream of referrals from word-of-mouth is essential through efficient online reputation management since people prefer to trust other people more than their advertisements.
#8. Boosting web traffic
Positive information or viewpoints have the ability to spread quickly, especially when they originate from reliable sources. You may find a reputable news outlet praising your service, for example, by using an internet reputation management tool.
This will account for any unexpected increases in organic traffic. You may utilise this to acquire greater momentum. To improve your reputation, share the favourable review or brand mentions on all of your internet platforms. This has the potential to enhance conversion if done correctly.
#9 Recruiting workers
Increased sales are one benefit of having a good internet reputation, but it may also spark a lot of interest from prospective candidates. The top applicants are eager to work for organisations with a strong reputation, and given the tough competition for talent, it could assist businesses to attract the finest staff.
#10 It’s more straightforward to deal with potential emergencies
In general, brands that work hard to keep a positive internet image are better prepared to handle any crisis. Particularly if they make use of an ORM tool that notifies them of any mentions of their brand being mentioned in connection with a crisis. Additionally, if a company has a solid reputation, clients will be more likely to overlook a minor slip-up.
Using an internet monitoring tool is the best method to maintain your online reputation. Numerous internet sources, such as social media, blogs, forums, and portals, will be available for you to continuously monitor. You’ll be able to recognise and address any possible PR issue by listening to internet chats and examining what clients or leads are saying about you or your rivals.