Did you know?
93% of consumers say online reviews impact their purchasing decisions!
That clearly tells us why we can’t take ORM for granted! As marketers and brand managers, we’re all extremely protective of our online reputation.
But, sometimes it becomes hard to take control of what is being said, more so because of the vastness of the Internet and the availability of different mediums and channels to do this.
When a potential prospect is googling your brand, there is a good chance that they might end up on trashy discussions that take precedence in the search engine rankings due to the sheer volume and lack of control.
But, what if there was a way to control this, clean this, and manage this efficiently?
In this article, we will identify the different ways in which you can quickly fix your online reputation and build positive ones, provided the cause of the ill reputation is fixable and has a scope to be forgiven.
Let’s dive right in!
Before you begin to clean up online reputation mess, you may have to first understand the conversations going around. To spot and fix online reputation, you need to first explore the Internet. You can begin by typing your brand name on the search engines (not just Google) and identify different conversations about your brand.
It could be a popular review and rating website exclusive to your niche, community forums, social media conversations, articles, or any other format across the Internet. You may not have to be accurate with the analysis or perform heavy sentiment-based analytics. A quick surfing of the search engine will help you gauge a picture of roughly how your brand is performing.
You may have to not necessarily keep this research pinned down to just your brand name.
Your next step should be to explore the forums, social media, articles, etc and respond to any complaints or concerns. Unless it’s too late, it is always a good practice to respond to customer comments and reviews. Be it positive or negative, acknowledging the customer creates connection and helps build a good relationship.
You must also protect your reputation by speaking up if a customer throws something unreasonable upon you.
Look at this sassy response by London Overground to a mean customer.
Sometimes, customers might go overboard because of the unconditional freedom the Internet has empowered them with. You may want to protect your reputation by planning carefully as to how you must handle the situation.
While you do this, you must also remember that responding to a gazillion tweets, tags, mentions, and other reviews on the Internet is a humongous task. This is why you may want to automate the process by defining a response mechanism that can help you analyze the sentiments and automatically reply to create tickets that can be sorted later.
Over a period of time when your brand accumulates a lot of negative reviews, comments, and ratings on websites that crowdsource reviews from across the Internet, your brand begins to rank for crucial search terms with negative stuff.
This would further lessen the chances of a prospect’s engagement with your brand. The best way to resolve this would, of course, be to respond to the customer’s concern, but that would in no way help you drown the bad content that takes precedence.
To drown negative conversations about your brand, and to fix online reputation repair, you need to create high-quality content that is thoroughly optimized.
Brand reputation comes along the lifetime of an organization and is not a one time fix. You may have to engage a resource to manage brand reputation full-time.
This means you need to train this person to ensure that your brand reputation is protected all the time. So, how to fix a bad reputation in business?
With the explosion of new ways to market products, brands are catching up on experimenting with ways to attract their customers. But, when they make tall claims and fail to meet promises, their reputation is hurt, beyond repair. A lot of blood, sweat, and tears go into building a brand, but just seconds to tear it down. The reasons for a brand failure need not necessarily be something as serious as inadequate funding, quality compromises, and deceiving.
With technology making tremendous advancements, customers’ expectations rise parallelly too. A delay in product delivery just a day later than promised upsets a customer. The ripple effect of a tweet about it with a brand mention can affect your reputation too.
So, how to restore online reputation?
Brand reputation management companies like Xtract.io can equip your teams with the right information by automating the process of responses with NLP techniques to identify the sentiments. This will help your teams trigger a response to a customer and earn a brief time to create tickets and resolve the queries.
These experts can also help you curate mentions, conversations, news, and industry happenings about your brand and associated keywords from around the web in near real-time. This will help you stay on track with what’s happening, clean online reputation, and quickly devise a solution.
This article was originally published on Bigstartups.