The Need for Brand Transparency
Long are the days when your company’s carefully concocted press releases and media exposures in traditional advertising made up your reputation. Word-of-mouth has traversed to digital chatter, and now anyone and everyone has the ability to damage your reputation in a matter of minutes. Your current and future clients and customers aren’t going to take your word for it anymore when they see that perfectly polished television ad. They desire brand transparency, and to truly decide whether they can trust doing business with your company, they’re going to do their research.
Our ORM experts understand that the more transparent you are about your business culture and practices, the more open you are to criticism. However, the only way to gain customer control is to be transparent. Sounds like a double-edged sword, doesn’t it? Thankfully our ORM experts are trained to protect your brand and reputation from any criticism that may come your way.
Reviews Weigh Heavily on Customer Trust
Google’s first page has quickly replaced business cards. This is especially critical if you are an e-retailer with mainly the digital sphere to defend your reputation. A 2017 study by BrightLocal found that 97% of consumers who had the intention to purchase from a local company searched online reviews before making their decision. In the end, customer trust forms the basis of how well your company generates profit. This is apparent as the aforementioned study dictates that 85% of consumers trust online reviews the same way they trust recommendations given by friends and family. If your company has bad reviews that range between zero to three stars, chances are your business is having difficulty growing let alone breaking even.
Regaining Control of Your Reputation
In this age and day, seeking an expert online reputation management company is the only method to control your digital reputation. At internetreputation.services, we allow our clients to regain control over their reputation from the large basket of influencers that consist of low-level CEOs, company employees, commenters and critics, current and potential clients, and shareholders and investors.
Define Your Current Brand Perception
What is your current brand perception? Whether you’re an individual or a company with the case of an unwanted press release that won’t budge from Google’s first page, it is imperative that you understand how your customers view you. With this knowledge, our reverse SEO experts can leverage the good perceptions over the negative reviews.
Let’s take the example of a restaurant owner. If the food that you serve in your local diner is hands-down the best in town but you’re lacking in terms of service, we will leverage the positive reviews concerning your savory burgers and mouth-watering fries over the complaints about customer service.
How to Measure Your Online Reputation
Here are 5 bulletproof methods you can use to measure your online reputation. Through social media monitoring and analytic tactics, you can easily determine just how much TLC your reputation needs.
- Set defined objectives that will help lead your search. Recognize what people think about your brand by analyzing all corners of your business. For instance, if you’re a restaurant owner you should find out what customers think about your customer service, the look and atmosphere of your stores, the taste of your burgers, the price of your offerings, and how your food items compare to the competition.
- Discern the past ranking performance of both you and your competition. Use this information to set company and industry benchmarks. Our favorite tool for keyword and ranking analyses is AHREFS. Other tools at your disposal include SEMRush, Talkwalker, Moz Rank Tracker and Search Analytics Reports found in Google Console.
- Continuously monitor the climate of your online brand. Dedicate a couple hours every week for an in-depth social media and SERP analysis of your branded keywords. We also recommend using a real-time monitoring system, such as Google Alerts, Hootsuite and Mention. The faster you catch a bad result in its tracks, the easier it is for ORM agencies to suppress it.
- Collect the changes in your customers’ sentiments concerning your brand and that of your competition in one dashboard space. What new themes and influencers do you recognize? Use this data to compare the shifts in brand perception to the benchmarks that you’ve set in step #2.
- Analyze your data and present recommendations that may involve changes to branding, marketing communications, product development and operational strategies to the respective department.
Monitoring Owned Social Media Channels
When monitoring the social platforms that you own, it is imperative to include qualitative data in your research. Sure, you may have an average of 20 comments per Facebook post but it can be disquieting if 15 of those comments dictate negative sentiments about your brand. Understanding the underlying issues that your customers bring up on your platforms gives you insight in how to make changes to your corporate structure. You have an invaluable resource that can directly voice customers’ opinions and concerns about your brand without taking it to a focus group—take advantage of these platforms!
Your reputation doesn’t solely consist of what your followers think of you. Work to amplify your content by engaging potential customers that could easily take a liking to your brand with the proper engaging tactics.
Monitoring Earned Social Media Channels
As explained in step #3, keeping track of the branded mentions you receive will allow you to cast a larger net for understanding customer perceptions. Here are the details that you should look out for:
-Track mentions concerning brand and product names, hashtags, industry-wide keywords that you’d like to rank high on, the social responsibility elements related to your business and any other aspects that are important to your work.
-Who are the influencers and detractors that are impacting your company? Understand the psychographics that govern your customers as this is the audience that can change your reputation faster than an ordinary consumer.
-Find out what your competitors are doing by administering the same social media monitoring tactics you use for yourself onto them. What kind of reputation are your greatest competitors making for themselves? What type of engagement do they receive? What are their strengths and weaknesses in comparison to your own?