With the world economy still reeling from the effects of the coronavirus, there’s never been a better moment to develop a reputation management strategy and make the most of your customer feedback. When it comes to establishing an excellent, highly profitable business, your online reputation management is crucial. You’re more likely to make sales, grow your client base, and stand out online if your branding is solid, feedback is positive, and you’re perceived as a company that cares about its customers. Without further ado, here are a few short steps you can take right now to boost your company’s internet reputation.
Keep an eye on your brand’s online reputation.
Above all, you must pay attention to what people are saying about your company on the internet. It’s the foundation for the rest of your brand reputation management strategy, and without it, your efforts will be in vain. People’s purchasing decisions are strongly influenced by reviews these days. They virtually always read internet reviews before making a purchase of any type, whether it’s a costly camera update or simply deciding which new novel to download on their Kindle. According to Inc.com, 92 percent of consumers read online reviews before making a purchase, and an astonishing 85 percent of consumers trust online evaluations as much as a personal recommendation. With this in mind, your first task should be to figure out where individuals offer you reviews and feedback and begin tracking them. The following are examples of typical locations:
- Yelp
- TripAdvisor
- Trustpilot
There are also many specialized review sites for a variety of businesses. It’s critical to know whether there are any similar sites in your industry and keep an eye on them. After that, start paying attention to what they’re saying. Are there any topics that keep coming up? What appears to be your company’s strengths from the perspective of your customers or clients? What are your potential flaws?
Create content around branded search phrases.
Your brand’s reputation isn’t solely based on negative online reviews. Several long-form websites, web pages, and blog posts review and compare your product or services to your competitors. Such mentions can improve your search rankings, attract more traffic to your website, and improve your brand image. But only if they’re truthful and, ideally, positively portray your company.
So, what should you do if you come across any subpar branded content about your company? You can choose between two options:
- You contact the site directly and request that adjustments be made.
This appears to be the simplest and most cost-effective option, but this isn’t always the case. Many site owners disregard these emails or request that you revise and replace the article in question, even though most site owners are polite and helpful. This can mean a lot of work for you and a lot of back-and-forth communication, both of which cost time and money.
- You outrank them by creating your own branded content.
This is by far the most intelligent option because you’ll have total control over what you publish. You’ll be speaking directly to your target audience, answering their questions and concerns accurately, and sharing your brand values with them. As a result, you’ll have a better buyer experience and a more substantial reputation as a company. It’s vital, though, to avoid creating content that sounds excessively biased or salesy. Your audience will see right through it, and you may wind up hurting your brand image unintentionally.
Make a plan for how you’ll respond to bad feedback.
Even if you earn five stars the rest of the time, you’re nearly sure to get at least a few bad reviews or comments regarding your product or service. As a result, you should develop a planned and effective response plan so that you can get control of the situation and use it to your advantage. When done correctly, negative reviews can be a fantastic opportunity to show your loyalty to your consumers and clients. Here’s how you can make your strategy.
Step 1: Assign someone to keep an eye on the review sites and comments.
Keep it simple—usually, it’s preferable to hire someone from your marketing or customer care departments. Ascertain that this individual is aware of what is required of them, including which websites they must watch, and so on.
Step 2: Determine your appropriate answer.
Regardless of whether you’re responding to favorable or unfavorable comments, it would be best if you had a clear idea of how you’ll react. Develop in-house instructions that describe exactly what this should be, including template responses, if necessary, if possible.
Step 3: Determine what will happen if the inquiry is unusual.
If your company is dealing with a more complicated problem, your assigned person should know what they need to accomplish. To whom should they turn for help? Do they have the authority to settle issues without the approval of another team member?
Step 4: Choose the person who will give the response.
Your company requires a designated person to respond to any feedback. This is almost always the same individual that watches the feedback. Ascertain that this person is aware of their responsibilities and the overall complaint response process.
Address any negative feedback.
Many businesses are tempted to dismiss the lousy feedback hoping that the positive feedback would drown them out. Not only would this be exceedingly difficult to achieve (it would take 40 positive reviews to reverse the harm caused by just one negative review), but it would also convey a subliminal message to your customers that you don’t care. As a result, critical branding factors like trust and brand perception would be adversely impacted. As a result, it’s vital to recognize the issue and take steps to address it. Yes, this can be a little unsettling. Nobody enjoys dealing with negative feedback. However, you may demonstrate that you are listening and rectify those difficulties by acknowledging and responding to your unfavorable criticism. Act immediately, direct your response with the structure you built earlier, and above all, be friendly, professional, and kind.
Build your brand’s reputation by focusing on the good.
Consider how your company will respond to good feedback while developing your reputation management strategy. If you can do this properly, you can make the positives work harder for you and increase your brand’s reputation.
Here are a few pointers to get you started:
Decide on how you will respond to favorable feedback. This does not have to be a difficult task. Thank your consumer for their beautiful sentiments, and personalize your response as much as possible.
Request input from your clients as often as possible and make it as simple as feasible for them to do so. Providing additional incentives for evaluations can also be quite beneficial.
Keep an eye on the review sites regularly. The faster you can respond, the more professional your company will appear.
Keep track of your progress.
Once you’ve implemented your reputation management strategy, keep an eye on your online presence and the ranking of your branded content. Please keep track of any changes as they occur, and schedule regular evaluations to see whether your strategy needs to be tweaked. If you’ve done your homework, your star ratings should rise, you’ll receive more favorable feedback, and your brand’s reputation should improve dramatically.
Plan-respond-track
Building an effective online reputation management strategy needs careful thought, and you must be willing to connect with your consumers to achieve the best outcomes actively. You’ll build a stronger, more profitable brand if you’re friendly, ready to listen, and willing to adjust and improve your products.