Why Reputation Management Is Vital to Digital Marketing
Digital marketing is not that different from traditional marketing, except that it uses different channels and forms of electronic media to promote products or brands. How certain strategies are used also differ in application, but not in the idea behind them.
Take, for instance, online reputation management. It is the equivalent of PR, but with more channels to track. It also works behind the scenes, rather than being obvious to casual observers.
The Link between Digital Marketing and Reputation Management
Reputation management is vital to digital marketing as it helps ensure a company or brand is not sullied or misrepresented in any way. It monitors, addresses, or mitigates how your business appears or is mentioned in web content and online media.
Considering that users these days are a lot more savvy, weighing their options and reading reviews before making a final decision, your company’s reputation and how it is perceived matters more than ever.
There’s also a crucial need to properly manage your reputation online because:
Online referrals have become a significant source of traffic and sales. The more positive customer feedback you get, the more you will be able to build your referral list and boost customer trust, both from current and potential clients. This is why customer feedback should be actively managed.
You need to boost your SEO. Online reviews have an impact on search engine rankings which is why it is considered an important factor in search engine optimization. This means you must gain all positive reviews as much as possible.
You must generate and improve brand visibility. Positive reviews on blogs, social media, and forums are sure to make your presence known where it matters. If these convince consumers to buy your products or hire your services, then you know that online reputation management is a success.
Increase in online sales depends on your reputation. Who doesn’t want to buy from a company with more positive than negative reviews? Not all reviews may be credible, but one or three can form a basis to make a purchasing decision.
But how can you manage online reputation when you have no control over what people say about your business in social media, for example? There are strategies that you can employ and social media, in particular, is quite exciting to deal with.
Keep an eye on online media that you can monitor
Some of the online media that you can monitor are social networks, traditional or mainstream websites, consumer review sites, collaborative sites, independent discussion forums, blogs, blogging communities, user-generated content, article submission directories, and bookmarking sites.
Once you know where you’re likely to be mentioned, start building your online reputation by:
- Listening to your customers and gaining insights as to what will satisfy or disappoint them.
- Monitoring competitors and learning how their customers perceive their products and services.
- Preparing a digital crisis management plan to help you deal with bad comments.
Carry out different online PR activities
What better way to monitor and control different situations than to be in the midst of it all? Create new content, join and be involved in social media, build your business’ social profile, and promote positive content. These activities can serve as a diversionary tactic as well in case you need to deal with a negative feedback or review.
Reply promptly and quickly
Here’s what you’ve been waiting for – dealing with social media critics. The best strategy is to govern the flow of conversation in a positive way, starting with a quick response. It is considered one of the best ways to build and boost your online reputation.
Be ready with the best customer service support that, even when it fails to assuage a critic, will show other people in the audience that you are sincere and want nothing but the best for your customers.