About 25% of a brand’s market value is directly linked to its reputation.
Before we start, can you answer – what is your first step when deciding to choose a new brand’s product or service? Obviously, executing an online search & finding information about the brand. Right?
Today, our perception of someone or something completely depends on the relevant content available on the internet. Here comes the role of ORM, aka Online Reputation Management in Digital Marketing.
Fortunately, we can now manage our online reputation through various smart strategies. However, most companies are still struggling with the common issue of maintaining a positive online identity.
As a business, you must stay aware of every technique fruitful in this quest. For your convenience, here are some result-oriented ORM strategies in detail.
Identify The Current Online Status
What is the status of current online reputation? This must be your first considerable point before going further to manage it. The reputation of a business can be positive, negative, or neutral. Is your business appearing in the search results or not? If appearing, what is the current perception of people towards it? These are some very basic questions that you need to clarify. It helps a lot in designing a campaigning structure by including different strategies and milestones. The importance of ORM becomes more apparent once you realize the current online status.
Pro Tip: If there is a negative PR of your company on the first page, you should create positive links on social media and promote them. Social media sites have higher domain authority so that they can outrank your negative PR links quickly.
Actively Monitor Campaign’s Effectiveness
Reputation management is not just about implementing strategies in a sequence but also monitoring their consequences. The online brand reputation management tools can help you with this concern. Choose a tool capable of representing the data in an easy-to-understand graphical format. It may include features like the insight of 24 hours, new results, a trend graph, different result sources, and a comparison chart with previous results.
More than 70% of brands trust and make use of ORM tools. If you will keep a sharp eye on these factors, it becomes convenient to customize the strategies before time passes away from hands.
Professionally Handle Negative Comments
People share views with 15 others about poor service but only tell 11 others about good service.
Negative & positive responses of customers are integral parts of every business. There is no way to run away from negative reviews even if you give 100%. The only thing in your hands is handling the entire negativity professionally. Always remember that this is not your personal social media or discussion forum account where any kind of language is allowed. Always respond professionally and with soft words.
Your rough behavior will turn the situation into its worst phase. Instead, be a good listener, acknowledge their points, and respond with a resolving comment rather than an argument.
Use Advanced ORM Tools
Set up a Google Alert for your online business and keep yourself up to date with every latest activity. Google alert is a smart tool that will notify you every time when the brand name is mentioned in a blog, guest post, forum or any kind of online conversation. If someone posts a review, Google will send an alert with its web address. Visit there & check whether it is implying a positive or negative impact on your targeted business. Apart from Google, some third-party service providers like Reputology, MeltWater & ChatMeter also provide this facility with more customized options.
Influence Them For a Second Chance of Resolution
45% of customers post about a positive interaction with brands if they resolve their complaints.
When a user of your product or service is dissatisfied, get ready for a negative review. However, losing them from your customer base is an awful thing. The only way to regain their trust is by solving the problem as soon as possible. If you manage to solve the problem in a satisfactory way, there will be more than a 70% chance of their comeback. Identify the problem and conclude whether it is fixable or not. If yes, your efforts can turn a negative comment into a positive & save a long-term relationship.
Identifying Influencers & Promoters
Successful influencer marketing gives $5.78 in return for every $1 spent.
For successful reputation management, you need to identify the trustful influencers & promoters. Influencers are the people who are already supporting your brand on social media and conversation forums. The external influencers are very helpful because they can motivate potential customers with better information than the paid marketing experts.
According to Think With Google, more than 60% of people trust influencers more than celebrities.
So, it is very convenient to identify a positive influencer from a conversation in the comments section. They can also help you as an alternative to a social media manager.
Track Your Successful Competitor’s Strategy
There is no shame in following a successful person. With smart tools like Alexa Ranking, you can easily identify the closest & more successful competitors in a particular online business. Many free & premium-grade tools are available online to check the high-ranking keywords of a competitor. The comparison between your total brand mentions Vs. competitor’s brand mentions can clear a wide picture of reputation status. Moreover, the forum users count, subscribers & followers are also easy to identify. All these factors are very helpful in identifying the glitches in your strategy.
Pay Attention To The Campaigning Metrics
There are some important metrics of campaigning that you must never ignore while managing the online reputation of an online business. It is crucial to evaluate the campaigning effectiveness on the basis of every single keyword. The keyword you have been working on for a long time must have maximum possible mentions on social media, forums, blogs, & guest posts.
Pay close attention to the monthly traffic of mentioned sources. Graphical representation of total estimated reach, number of backlinks & total number of comments in forums are some small yet crucial factors to consider. A good reputation management tool can comprise all these features.
Consistent Blogging, Guest Posting & Press Releases
Content relevant to your brand name plays a key role in online reputation maintenance for the long run. Never miss the opportunity of guest blogging on the websites having high DA & PA. Start your own blog and maintain consistency in content uploading in it. Here, you are free to increase or decrease the number of mentions. Consider it as a long-term investment.
Gradually increasing mentions of your brand name will surely help improve the brand status. Apart from this, press releases also greatly enhance brand reputation. Press releases contain formal & to-the-point content with some promotional tone. A well-formatted press release is very helpful in educating potential customers regarding your upcoming product, service, or business vision.
Pro Tip: PR releases receive the most engagement between 12 to 4 PM.
To Sum Up
Reputation plays a key role in the success stories of all famous businesses. By maintaining a positive perspective towards your brand among potential customers, you can achieve the desired milestones of success much earlier than expected. These ORM techniques have a great significance in the current times. Pay attention to every small detail if you want to stay ahead of competitors.
Lastly, some questions may be erupting in your mind. We can assist you in managing everything.