It is of the utmost importance to maintain a positive image of your company on the web. It builds trust with customers, employees, and investors. By doing so, it is possible to improve operations of the business and provide higher returns on investment. To ensure your brand is viewed in a positive light, engaging in online reputation management is key.
It is disheartening that a lot of companies will not invest in strengthening their online reputation unless they experience a PR issue. The failure of the industry to effectively convey what reputation management is, and under what circumstances it should be implemented, is principally the fault of the industry.
What is online reputation management (ORM)?
ORM involves controlling the digital information about an individual, business, or product. The main purpose of ORM is to set up a definitive, continuous, and manageable online presence that reflects the whole timeline of a company or management.
This procedure entails putting out and fine-tuning web material to dominate the top page of Google for search queries that are associated with a product. A common tactic in relation to ORM management could involve monitoring reviews, indulging in social media, promoting through PR, optimizing search engine results, and providing good customer service.
Nevertheless, managing an online reputation can be generally included in the field of search engine optimization (SEO).
Why? The main point to remember when worrying about brand perception, managing a crisis, or bolstering trust in the company is that you should be most concerned about curating what search results reveal about you.
Almost all searchers won’t go beyond the initial page of Google search results when they look something up. Thus, the material that appears on the first page significantly influences the public opinion. If you want to determine how others perceive you, you must ensure the data appearing on the first page of a search query that involves your brand is under your control.
4 Essentials for Any Reputation Management Strategy
Now let’s move on to the specific actions you can take to enhance your online standing and get some great critiques coming in.
1) Claim your listings on review sites and directories
Over the web, there are many hundreds of directories and evaluation websites. You should register your pet spa on as many reliable websites as feasible. Make certain that your business is registered with Yelp, Facebook, Nextdoor, Angi, Bing, and Thumbtack at least.
Many of these websites permit you to contribute data, incorporate good-looking pictures, and accumulate feedbacks, all of which boost your web presence.
Although not like a regular index, you must take notice of your Google Business Profile if you want to make a success out of your business. This one is supported by the renowned most significant search engine in the globe, so if you have not yet taken advantage, get your GBP and maximize your profile. Choose a classification for your business so that it is easier for individuals to locate it, and provide an in depth explanation of your pet spa. You also have the option of including a compilation of the services you provide and a list of commonly asked questions. You have the option of making posts that announce your business news and discounts, adding nice pictures, engaging with customers, asking for and replying to reviews, and doing even more.
Customers are able to not only submit comments about your business on your GBP, but they also have the option to contact you directly from your profile. Customers may also be able to schedule meetings through your account. Whenever it is feasible, try to make things as effortless for them as you can, and your reviews ought to illustrate that.
The essence of success on these websites is building a thorough profile, presenting pictures that draw attention, and making sure the proper keywords have been included.
Creating the right conditions for your business to thrive is not only about providing an improved experience for your clients. It’s about doing that for you too.
2) Ask for reviews
Sadly, there is a tendency for people to offer feedback more often when they have had an unsatisfactory experience, rather than when their experience has been positive. This implies that it is vital for your business to not be reliant on luck when it comes to obtaining reviews. Be aggressive and take the initiative to acquire them.
When it comes to reviews, it bears remembering that individuals typically only take the time to review the most current offerings. Very few people will take the time to look back more than a month to see what was said previously. This implies that reviews are not something that should be done just one time and then disregarded. It is imperative to establish a method in order to continuously acquire reviews and stay current so that potential clients can easily access the most recent feedback.
Why are reviews so important? Testimonials demonstrate to others that people who have already used your service were satisfied with it. It is more powerful to have someone else vouch for you than to simply tell others how terrific you are, no matter if it is true or not. Individuals will seek advice from people in their social circle and search the web to determine what pet spa they prefer over another based on reviews. If you’re striving to attract fresh clients, you must formulate a method for consistently obtaining reviews.
So, how do you do that? The simplest way is to just ask. You already have customers that are pleased with your services, so why not inquire about their needs the next time you encounter them or when you chat with them on the phone? Provide them with a card or brochure they can take away with them to help jog their memory. You could also include a review request with a link or a QR code on their next grooming appointment card to be scanned.
Be sure to incorporate your review links into your email signature, website, marketing literature, and any other method possible.
It is essential to create a process for obtaining feedback instead of simply doing it in an unsystematic way. You may not take advantage of all possible chances if you don’t map out and follow up on your evaluations. Be sure to check your directory listings, Facebook, and Google Business Profile for reviews regularly. Pay attention to places where you already have some and ones that still need to be filled. You might irk customers if you repeat the same request too often.
3) Respond to reviews — and do so promptly
It is essential to request feedback, but it is even more essential to respond to it. Individuals desire to be acknowledged and esteemed, thus a quick “thank you” on the positive feedback you get will make a big difference. This contributes to an atmosphere of togetherness and demonstrates you as a reserved, courteous, and authentic entrepreneur. Those are always good words to be known for.
But what about negative reviews? If anything, it is even more vital that you reply to criticizing reviews and do so swiftly. When you have an unsatisfied customer, it is essential to answer them and make sure they recognize you are paying attention to them and that you comprehend their situation. Attempt to solve the grievance on the spot if possible. You may be able to persuade them to revise or substitute their review. Avoid engaging in an argument with a lot of angry exchanges. If you are not able to apologize and rectify things quickly, and especially if they become insulting or cruel in their remarks, give them a phone number and offer to converse with them directly. Other readers will find it much more appealing when you keep your reviews concise as opposed to writing an overly long critique.
So that’s why it’s important to respond to bad reviews: other people see them and create opinions about them. You desire them to have an extraordinary opinion of you and to be viewed as compassionate and authentic. Responding correctly to a negative review can create a good image.
4) Monitor your online reputation
If you keep an eye on your reputation, you can figure out promptly if you have been given a poor review or any remarks on online networking that require your attention. Begin fixing things right away rather than allowing them to worsen and damage your reputation.
How can you do this? You can conduct an analysis of public opinion to assess how individuals view your clinic and its image. Keep track of what people are saying about you on your social media platforms, listings, and blog comments. Staying abreast of your online image and growing it can be achieved through social listening.
It can be a lot of effort to remain at the forefront of requesting and responding to feedback, yet it doesn’t have to be.
You can keep your business directories and Google Business Profile current through our dashboard, request necessaries, set up automatic reminders, and answer reviews without leaving the platform. There is no need to log in and out of multiple websites to keep up, and you won’t forget about any comments you need to answer anymore.
7 Specific Online Reputation Management Techniques for Brands
Let’s investigate the most essential activities you can do to improve your online brand image.
1. Perform a brand audit
A thorough evaluation of a brand is the initial action in devising a plan for managing its online reputation. Review your entire online presence, for example, your website, blog, social media accounts, and creditor business profiles. Examine each closely.
Scrutinize your Google search results as well. What comes up when people look up your company and associated keywords? Are there any off-brand or negative results? Do we have too many journalistic pieces of news compared to the amount of controllable branding materials? Remember, positive articles are great until something bad happens. Then, those stories will flip to negative mentions overnight.
2. Monitor brand mentions
A successful technique for handling your brand on the internet is to vigilantly observe all references to your brand on the web. Put a notification system in place for your company and associated keywords, and then be ready to respond swiftly if your brand is mentioned, be it a positive or an unfavorable reference. Mentions of your brand on social media must be monitored, as well as any references it may get in blog articles, discussion areas, video recordings, and so forth.
Time is of the essence when it comes to recognizing and containing unfavorable remarks, the sooner done, the better. The majority of people are willing to overlook genuine errors if the business puts forth a sincere effort to rectify the circumstance.
3. Respond to negative reviews
Do not be lured into disregarding any damaging online reviews and expecting that they will miraculously vanish, as this would be a misstep. Negative reviews present an occasion for your company to tackle difficulties directly, exhibit attention to customers, and form a closer connection with individuals who might become customers.
Respond to all reviews, whether they’re positive or negative. Thank customers for their feedback, even if it’s critical. And always offer real solutions to problems.
If a customer had a negative encounter, they are not likely to be interested in obtaining a discount of 20% for their following purchase. With that approach, there won’t be a next purchase. Exhibit exemplary commitment to clients and make it apparent that you firmly support your label, reassuring them that you will rectify any issues.
4. Invest in SEO
Your SEO approach for your brand should be concentrated on optimizing multiple webpages that you have control over for words related to your brand.
- Create valuable content on your website for reviews as well as leadership pages
- Build backlinks to key pages you want to rank on Google page one
- Earn positive brand mentions through digital PR, events, sponsorships, and influencer marketing
- Be active on key social media platforms like Twitter, LinkedIn, Facebook, and Instagram
- Claim and optimize relevant third-party profiles, such as Google My Business, Yelp, Trustpilot, and business profiles where you control the content.
When it comes to SEO for reputation management, it is important to keep in mind that Google generally ranks dependable, reliable sources higher. Considering this, concentrate on raising the authority and dependability of your own website, while also optimizing your appearance on reliable external sites.
5. Leverage public relations
Having favorable public relations can assist in enhancing your online standing by creating positive coverage for your company. This press can take many forms, such as:
- Guest posts on high-quality websites
- Interviews of company executives
- Press releases
- Branded events
- Charitable events
- Co-marketing with well-respected individuals or brands in your industry
- Podcast appearances
- Live streams where you answer any and all questions
- Public statements addressing any significant mistakes made by your company
The aim of your PR activities regarding online reputation management should be to showcase the core principles of your organization and create confidence and authority.
6. Encourage customer reviews
There are a few things you can do to encourage customers to leave reviews:
- Send emails to your customers, directly asking them to leave reviews
- Make it easy for them by providing clear instructions on where and how they can leave a review
- Incentivize them with discounts or other special offers for leaving a review
- Respond to all reviews, both positive and negative, so that customers feel like their feedback genuinely matters
Customer reviews are an excellent resource for efficient online reputation management. Make the most of this opportunity by convincing consumers to write feedback on reputable appraisal websites.
7. Promote positive content
Finally, promote content that shines a positive light on your brand, such as:
- Placing testimonials and reviews prominently on your website
- Occasionally sharing positive reviews on social media, along with a thank you to the reviewer
- Showcasing prominent third-party endorsements of your brand
- Working with influencers to promote content you have created
- Sharing content where you are favorably mentioned
- Promoting any joint efforts done with individuals or brands
It is possible to ascertain what customers and people considering your business think of it, by performing an analysis on the feelings people have towards your enterprise. This will enable you to see exactly what your clients think of you. That invaluable input will assist you in addressing issues and devising new projects and services.