When it comes to the most prevalent business trends, marketers have made it clear that their priority lies in maintaining a positive online presence and digitally engaging with their audiences. According to a 2018 study conducted amongst travel business owners and operators:
- 97% of business owners deemed online brand reputation management an inevitable part of their business operation.
- 98% of business owners said online reviews are of great importance to their business.
- 92% of business owners emphasised on significance of their social presence.
These results are not just confined to travel businesses, but most business owners from diverse industries are concerned about their online presence and customer engagement.
Besides, most buyers today use online search and digital content to make their purchasing decisions. That said, social media channels have become go-to platforms for business owners to entice potential customers and build a positive business reputation online.
To keep up with their business reputation management, it is crucial for businesses to have a clear, well-defined ORM strategy and best marketing practices in place.
Getting into some statistics
Presently, business owners possess a strong marketing tool called Internet, which can easily be used to maintain an individual’s or business’s image. The Internet offers people a platform to voice their opinions, be it about posting a negative or a positive review.
Here are some stats that indicate how important online reviews are in ORM:
- 64% of consumers trust search engine results, mainly Google.
- 97% of consumers read online reviews to find a local business. 12% do it daily.
- 74% of consumers say reading positive reviews about a company increases their trust in company’s products and services.
- 69% of job seekers reject job proposals from a company with a bad online reputation.
Now that you have understood the role online reviews play in breaking or making a business reputation, it’s time to focus on how you can shape an online image that conveys integrity professionalism and trustworthiness.
Audit Your Online Presence: First things first; what do people find when they Google your company or brand name? Typically, Google presents them with a list of positive websites, social media profiles and news articles. All important information about your company comes on the first page of Google. Any negative articles related to your company on the first page of any search engine will form a bad first impression on your audience.
To determine the presence of online negativity around your business, it is necessary to manually audit your online reputation. This can be done by digging through search results, images, and social media posts. Besides, you can opt for professional help for a quick, thorough inspection.
Make Better Use Of Online Reviews: Review platforms come in all shapes and sizes and are helpful in various ways. Many industries have their specific platforms where customers can share their experiences and opinions. For example, RateMDs shows ratings and reviews on doctors and healthcare facilities while Avvo presents reviews and ratings of lawyers and legal services.
To get better reviews for your company, first claim your online listings. If you haven’t done that already, you are losing out on several opportunities to showcase your audiences accurate business information.
Publish Informative Content: Informative content significantly impact on customers’ buying decisions. Companies without a strong content strategy and effective CTA fail to impress and engage customers. Base your content around the topics your customers might be interested in or that relate to your own products/services. In addition, running an A/B test can help you determine whether the existing text is more influential than the older one.
Invest In Social Media Channels: Make your social media presence presentable by highlighting your company’s culture and personality, industry news and updates. Furthermore, posting valuable and engaging company content can easily attract more customers and build their trust in your brand. Social media profiles will also help you effectively interact with customers that shows interest in your business.
In a nutshell, reviews attract the customer but your website and the whole reputation management process keeps them around. These tips will help manage your online identity and promote a positive aura around your brand.
At Reputation Circle, we have a team of online brand reputation experts that can build you a custom strategy including only proven practices for managing negative reviews and online presence.