Author: Vincent Bernard
Date of Publication: 17/05/2023
Online reputation management has become of major importance in the marketing strategy of companies. This is because of the popularity of social networks and the Internet. In particular, it involves managing online brand perception, addressing negative reviews, and creating positive content. This way, it enhances the company’s image. Consequently, it is essential for companies to have an effective strategy to maintain their customers' trust and credibility online.
This is especially important when a company faces negative reviews. So, here, we will talk about the different strategies for managing an online reputation. Specifically, we will see the techniques and tools that can be used in order to manage one's online reputation as best as possible. Let’s get it started.
What is an online reputation management tools?
Firstly, let's see the usefulness of online reputation management tools. In particular, the tools are services or software that aid in monitoring and improving their online reputation. In other words, they gather data from various sources such as social networks, review websites, etc. This will allow a complete and real-time overview of the online presence of the company.
One of the techniques is to regularly monitor its online reputation by using tools that will track the mentions of the company on the internet. For example, Google Alerts allows you to set up the keywords where you want to receive an alert. As soon as a new page appears in the Google results, you receive an email or an alert. What’s more, there are other tools to monitor your online reputation such as Mention and Hootsuite Insights.
Pay attention to the negative critic
Responding to negative comments and reviews is essential for any company. Indeed, it demonstrates your commitment to customers and your presence even after the purchase of the product or service. However, it is important to address negative reviews in a professional and friendly way.
Specifically, the objective is to resolve customer issues by offering suitable solutions. Tools such as Reputology and SEMrush enable tracking comments on local review sites. This way, it’s much easier to identify negative feedback and respond promptly.
Encourage positive reviews from your customer
Encouraging positive reviews is an important part of improving your online reputation. Indeed, customers won’t necessarily take the initiative to leave a positive review. It may be necessary, though, to encourage them to do so because it strengthens your online reputation. This is because a strong reputation attracts new customers to your products and services.
Moreover, there are numerous sites where customers can leave their feedback like Trustpilot. In particular, Trustpilot enables companies to send review invitations to their customers and also provides insights into customer feedback. Why not give it a try?
Create quality content
One of the key elements is to create quality content. This will play a major role in your online reputation. Indeed, you will be able to put forward your know-how on your website and on your social networks. Actually, this will improve your image through the posts and articles that you can propose. In addition, there are various software to create content such as the Adobe suite or the user-friendly Canva. What’s more, you can use planners like Social Pilot or Buffer to schedule posts and access analytics across different social media.
Be present on social media
Social media are essential for online reputation management as it facilitates closer customer relationships and communication. This indicates that you are paying attention to customers’ worries. The majority of the population is present on social networks whether adults with Facebook or younger people with Instagram, Tik Tok. This is why it is essential for a company to be present on social media. So, tools such as Brandwatch, enable monitoring of company mentions, analysis of trends and data, and refinement of strategies. This way, they enhance the reputation of the company.
Establish a trusting relationship with your customer
Finally, transparency in your communication is essential to establish a relationship of trust. That’s why it is important to avoid any confusion regarding your products and services. Indeed, hiding problems, defects, or important information such as origin or unclear CSR (Corporate Social Responsibility) can harm your reputation.
In conclusion, online reputation has become a crucial issue for companies in today's digital world. In fact, the democratization of social networks and the internet has led companies to monitor and manage their image on these new channels. Therefore, they must use suitable tools and techniques to enhance their online presence and reputation, gaining customer trust. So, it’s a real challenge for companies to keep up with the latest tools and emerging techniques to maintain a good online reputation.
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