Whose Line Is It Anyway?
In an increasingly digital age, online conversation plays a huge role in shaping brand opinion and anybody with an Internet connection can be a potential contributor. Your online reputation is accessible with a click and you can be sure that at any time, someone, somewhere, is going to turn on a device and check into a search engine to find out all they can about you.
When prospects encounter negative content related to a brand, they are likely to switch to a competitor, resulting in lost leads and sales for your company. The correlation between a brand’s reputation and its sales is different for each industry and unique to each field, but the link is painfully obvious to those brands that have fallen into disrepute or those personal brands that have fallen out of favour with the mainstream media often caused by negative reviews.
It’s not just your customers who will search online for information about you but the media, business partners, prospective employees, and even personal contacts. If you don’t protect yourself and your business, someone can easily post a comment, create a blog post, promote your competition or worse. The results of a negative online reputation can be as subtle as a potential customer clicking on a competitor’s search result instead of yours or it can be as damaging as an industry-wide boycott of your products or services. Case in point – the recent #GrabYourWallet boycott that saw US retailers like Nordstrom, Neiman Marcus and Sears, among others, drop the Ivanka Trump clothing line.
With increasing numbers of people turning to online resources for information, how does a business take ownership of their online reputation? Taking a proactive approach is the way to go. Managing your online reputation is not only a means of defence but it is also best practice.
Here, we share key initiatives that are integral to an effective brand reputation management strategy:
Public Relations: A strong PR program positions you as a thought leader and expert resource in your field in major newspapers, business and trade publications, and social media platforms. As a critical component to successful brand reputation management, PR can improve brand perception, manage negative sentiments, share positive customer opinion, and increase your web presence. A professional PR team can also secure high profile speaking engagements and opportunities (online or onsite) to promote your brand and gain top mind share.
Social Media: Social media is an integral part of brand reputation management. It’s a great way to make your business accessible, personable and focused on the customer. Being active on social media gives companies the opportunity to monitor their social reputation, as well as to act and react accordingly. Social media listening tools, like Hootsuite, SocialMention and Radian6 can research and collect user generated content such as blogs, comments, reviews, and alert a business of any negative conversation going on.
Search Engine Optimization (SEO): SEO strategies put you at the top of search engine results, where customers are searching for resources and solutions to real-time problems. If you are not present where consumers are searching, you will be left behind to competitors who are there. Leveraging strategic keywords and useful content can help to drive more web traffic and increase sales that are essential for your company’s strong brand reputation.
Content Marketing: Raising awareness about the brand through content marketing tools like white papers, blogs, targeted article contributions, and industry research reports can help in a company’s brand reputation management. Producing lead-generating content across an array of channels raises awareness about your brand and your products. By positioning your company as an informative industry source on topics your audience is interested in, you will gain more website visitors and potential customers.
Website Development: Designing a website that’s easy to navigate, with interesting and user-friendly features will definitely help a business in its reputation management. It’s important to make sure that the website works in tandem to the needs of customers – this helps them find relevant information easily and quickly. A strong website not only enhances a company’s online image but also helps to grow brand loyalty.
In the hustle and bustle of normal business operations, it can be easy to lose sight of the importance of brand reputation management and its impact on corporate growth. But lack of brand reputation management can significantly and negatively impact an organisation’s overall success.
It takes time to tackle these crises and turn the ship around, but such issues can be fixed with an appropriate online reputation management strategy. Clear, achievable goals will help restore your company’s good name and keep your business reputation clean.
Posted by Irene Gomez, CIO, CorpMedia