The goal of online reputation management (ORM) is to keep track of and manage your brand’s online reputation. Let’s take a look at four major areas:
- Paid Media
2. Earned Media
3. Shared Media
4. Owned Media
1. Paid Media
Look for competitors who are promoting their products “against” yours. Advertising that is compared.
2. Earned Media
The following are examples of earned media:
- Articles from other sources
- Coverage in the media
- Vlogs and blogs are two types of online journals.
- Trustpilot, Google My Business, Social Reviews, and Glassdoor are examples of review sites.
3. Shared Media
Any content about your brand that is shared on social media is referred to as shared media. Tracking mentions of your brand on other business pages requires social listening. Personal user profiles that reflect poorly on your company should also be taken into account.
4. Owned Media
Owned media includes things like your website, blog, podcast, whitepaper, and webinars.
How to Take Control of Your Brand’s Online Image
Brand Auditing and Monitoring
- Look up your own company on Google and other major search engines.
- Set up notifications and mentions in Google Alerts:
- Brand Mentions on Social Searcher
- Monitor your social media reviews, forums, and review sites with a tool like Review Trackers, which you can assign to a team member.
Create a strategy for managing your online reputation.
- Make a plan for how you’ll manage your online reputation.
- Define your limits and boundaries.
- Tasks should be prioritised.
- Have a plan in place for dealing with a crisis.
- Search Engine Results Pages (SERPs) for Brand Searches
- Encourage positive feedback on the internet.
- Negative online reviews should be addressed.
Key brand reputation management best practices
1. Effective brand reputation management necessitates the use of content marketing. Content marketing is a major component of inbound marketing, and it entails creating instructive content that answers common problems for your target audience.
Information marketers create eBooks, blogs, infographics, and other types of content that educate rather than try to sell.
When your material begins to get traction and people notice it, they will share it with their colleagues, increasing your brand’s visibility.And if people regard your company as one that empowers them rather than exploiting them, your brand’s reputation will drastically increase.
2. Enhance client satisfaction
This is self-evident. Customers that are satisfied stay with you longer, spend more money on your products and services and offer a steady stream of cash.Customer happiness is important not just for corporate growth, but also for your brand’s reputation. Satisfied consumers tell their friends and coworkers about their great experiences, which helps your reputation management efforts.
3. Pay attention to the customer’s experience.
Customer experience is quickly eclipsing quality and price as the most critical factor in consumers’ purchasing decisions. Prospects will go for a competition who does if you don’t provide an exceptional customer experience.
A wonderful customer experience can be delivered in a variety of ways. These include, but are not limited to, the following:
- Reaching out to each customer once a quarter (at the very least) to personally check in.
- Customer surveys to find areas for improvement and then adopting their suggestions
- Keeping in touch with clients via email newsletters or other kinds of company or product updates is essential.
4. Provide world-class client service
The greater your brand’s reputation, the faster and more successfully you resolve customer service issues. A reputation management system, such as a support desk automation system, can help you speed the process.
Make sure you provide a variety of support options (phone, live chat, email, social media, etc.) so that consumers who have problems may simply contact you via the channel they prefer. Make it a goal to improve the rate of first-contact resolution (FCR). The number of inbound help desk tickets that you resolve on the first try, without having to seek an answer and contact your customer, is referred to as FCR. The longer people have to wait, the more frustrated they will become.
Utilize specialized help desk groups to ensure that each customer support issue is addressed by a professional and is resolved on the first try every time. Get more information on dedicated help desk groups.
5. Respond to bad remarks using social listening technologies.
It’s critical to respond as soon as possible when someone makes a negative comment about your brand on social media.
On social media, negative opinion spreads like wildfire, so you need to put it out as quickly as possible. You can do this by using social listening tools, which are built into many all-in-one customer relationship management (CRM) packages, to receive alerts whenever your business is mentioned on social media (positively or adversely).
When you receive a notification, answer as fast as possible, being diplomatic and empathic in your tone. After all, your remark will be broadcast to the entire world. Responding in a friendly and humble manner will help your business establish a reputation as a customer-centric brand.