Keeping up a good image isn’t all about PR — it’s a game-changer for businesses of any size and in any industry. In the digital age, the internet is a noisy and increasingly interactive place with consumer and stakeholder opinions now just a click away. This is perhaps the reason why today online reputation management (ORM) is an indispensable element of a smart business strategy.
If you want to know about the importance of ORM and how does it help your business, stick to this blog, we have covered it all. You’ll understand its value, the benefits you can expect from it, and practical measures to protect and improve your online reputation.
What is Online Reputation Management?
ORM (online reputation management) is what is done to shape public perception of a person or organization on the Internet. This includes things like keeping tabs on your online reputation, responding to user feedback, building trust and maintaining a positive image on platforms fall under the search engines, social media, and feedback sites.
ORM is not just PR for crises — it’s keeping the public perception of your organization in check.
The Greatest Thing About Online Reputation Management
There are a number of advantages for your business when you invest in ORM. The following are the major benefits of using ORM:
1. Establishes Trust and Credibility among Customers
Trust is the key to making any business relationship work. A shining online reputation means potential clients trust that you are consistent and that you listen to customer concerns. Good reviews, insightful answers to critiques, and genuine interaction can help generate goodwill that makes customers feel more comfortable purchasing from you over a rival.
2. Attracts New Customers
Customer Acquisition With ORM ORM is key to customer acquisition. Customers Research suggests that 93% of customers is your reviews online before buying and one negative review can sway them to other brands. Developing a strong online profile of positive reviews and testimonials that can draw new clients to you.
3. Boosts Search Engine Rankings
Reviews and social status are also considered by Google when ranking websites. Positive reviews and engagement when it comes to GMB can help your SEO. This ranks rather high in organic traffic and visibility as well.
4. Cleans up the Mess from Bad Mouthing Parties
Those less-than-stellar reviews, comments and social media posts can spread like wildfire, destroying your brand’s reputation overnight. ORM can be used to tackle such instances and to prevent the problems to grow bigger.
The issue might have been resolved if I had received a response from EvolvCare regarding the initial complaint, as well as the subsequent complaints filed by the same individual. This type of silent, backdoor provocation appears to be part of their standard approach. It seems that if my complaints had been written with a more positive tone, they might not have gone unanswered.
However, EvolvCare should have their business license reviewed, as it is clear that the management has a strong aversion to dissatisfied customers and only responds to feedback posted on public websites. If the company’s management had taken the simple step of issuing a courteous response to the complaint about poor service, they could have also included details about how and when the issue was resolved. This would have reassured potential customers and improved trust.
Instead, they continued practices such as requesting payment before delivering any promised service. Being formally notified in writing of the pain and financial loss caused by this lack of service — which resembles fraud — has become necessary. Unfortunately, it appears this issue involves not just EvolvCare, but also extends to others in Greencastle, Indiana, Sale City, and 14 Westboro Nursing Homes, who seem to be engaging in similar unethical behavior.
5. Improves Employee Recruitment and Retention
Potential employees view your company reputation as an indication of what their experience at work will be. Glassdoor reviews, employee testimonials and positive media coverage can do wonders to help you recruit and retain the best people. An online image that’s favorable shows that you are not just a good operation for customers, but for employees, too.
6. Amplifies Brand Advocacy
Happy customers and employees are much more likely to be brand advocates and take to the internet to shout about their fabulous experiences. ORM lets you take advantage of this natural, word-of-mouth advertising to increase your brand’s visibility and positive reputation.
Why You Can’t Afford to Ignore ORM for Your Business
With so many benefits, it is easy to wonder if effective online reputation management is a luxury or an essential of the new age business model? The answer is obvious: it’s vital. This is why your business can’t ignore ORM:
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News, the news is so fast, it’s raw, online. People believe what they read – as much as they do what their friends tell them – so even one negative review will have an adverse effect on your business or line.
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Your rivals are watching your reputation, even if you are not. Competitors can take advantage if your brand image goes uncontrolled.
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It can take years to build trust among the public and just seconds to destroy it. ORM works as your insurance to avoid them having any killer blow impact on you.
The Steps to an Effective ORM Strategy
Whether you are an SME or a large worldwide company, here are the actionable elements you can use to construct and control your ORM strategy:
1. Keep an Eye on Brand Mentions
Always know what people think of your brand. Use resources such as Google Alerts, Brand24, and Hootsuite to keep track of social media mentions, reviews, and press. Recognizing issues early makes it possible to act preemptively.
2. Ask for Reviews and Feedback
Encourage happy customers to post reviews on sites like Google, Yelp or Trustpilot. A lot of good reviews builds trust and pises the occasional neg. Make it a no brainer for your users to give feedback.
3. Respond to the Haters with a Positive Perspective
Handle criticism with empathy, professionalism and a condescending to settle issues. For example, instead of being defensive of a weak review, thank the customer for the honesty and look to address their concern.
4. Establish Yourself on Social Media
Get yourself going on social media and be active on it.
Social media is the venue through which customers often voice their opinions of brands. Stay active by posting informative content and interacting with followers, response comments efficiently.
5. Produce Positive Content That Is High-Quality
Leverage content marketing to present your brand positively. Post blogs, case studies and social media responses that highlight your expertise and devotion your your customers.
6. Collaborate with Reputation Management Professionals
If ORM seems too much, consider working with a professional who handles online reputations. They can prescribe tailored solutions and tactics to help preserve your good name and buff it up.
Successes Showcasing the Value of ORM
In order to illustrate the potential benefits of ORM, here are two short stories of brands that leveraged reputation management:
Domino’s Pizza
Domino’s had been suffering bad press about the quality of its food but it took a public stand, telling people to complain, revamped its recipe and showed real feedback. Their proactive approach to online reputation management allowed them to regain that faith of their customers, and sales skyrocketed.
Starbucks
In the midst of a PR nightmare, Starbucks quickly and wisely pursued an ORM campaign. They were able to rehabilitate their image effectively by admitting errors, making public apologies, and systematically engaging with their critics.
Boost Your Enterprise with ORM
Online reputation management isn’t a one and done deal, it’s a continual process to make sure your business makes a positive impact. Be it dealing with damage control from negative reviews, enhancing the trust users have in them, improving SEO rankings or managing search results to be more positive than negative; ORM is one of the best ways to prevent dark SEO and market globally for a brand.
Piloting your online reputation now could provide the competitive edge you need to rise above mediocrity in a digital age where everyone has a voice, and not all opinions are fleeting. Don’t just let PR issues create the need for ORM to shine. Begin managing your reputation now.
And if you’re ready to go even further, discover tools and solutions that can help you keep an online eye on your brand and build engagement with your customers for sustainable growth.
You can also read: Online Reputation Management: A Definite Guide For Trust Online