How well your brand does is closely tied to how people see it online.
- Are people saying good things about your product or service online?
- What parts of your brand do people like, and what parts do they complain about?
- What’s your average rating out of 5 on your Google Business Profile?
These questions help you understand how people see your brand online.
Even one bad review or a misunderstood social media post can quickly harm how potential customers view your brand.
Today, 93% of people rely on reviews from others to decide what to buy. Therefore, managing your brand’s online reputation is more important than ever to stay connected to your customers.
This guide will show you how to manage, protect, and improve your online presence to build trust with your audience. Let’s begin with the most important question: What is online reputation management, and why is it important for your brand?
– What is Online Reputation Management (ORM), and why is it important?
– How to track what people are saying about your brand using tools and methods
– How to reply to customer reviews: 4 helpful tips
– Using SEO and Content Marketing to Develop Your Brand’s Story
– Dealing with crises and bouncing back from bad publicity
What is Online Reputation Management (ORM), and why is it important?
Online reputation management (ORM) is about tracking, shaping, and improving how people see your brand online. It involves reacting to issues and taking steps to prevent them.
Reactive steps mean replying to online comments and removing any that are spam or rude. Proactive steps include using Search Engine Optimization(SEO), social media, public relations (PR), or outreach campaigns to build and manage your reputation.
Social media, review sites, and forums give customers many ways to share their experiences. If you sell products on eCommerce sites like Amazon or eBay, these platforms even encourage buyers to leave reviews and share their feedback.
“Most people read reviews and check a business’s online reputation before choosing to buy from them,” said Tim Clarke, Senior Reputation Manager at Thrive Local, when asked why online reputation management is so important today.
In short: People can build or ruin a business; others’ opinions about yours can decide its success. If you’re a new business, a good online reputation brings new customers and keeps current ones loyal. But a bad reputation can cost you money and cause lasting damage.
An ORM team helps you manage your brand’s image and stay ahead of any problems. Reputation management strategies create a strong, positive brand story, making customers trust your name and see your brand as reliable.
How to track what people are saying about your brand using tools and methods
Managing your brand’s reputation starts with keeping track of what people say about your business. Watching brand mentions helps you stay updated and respond quickly to problems before they grow.
With so many platforms where people can talk about your brand without you knowing, how can you keep track of it?
Thankfully, many tools have already solved this problem with easy-to-use software. Besides these tools, you can also use manual methods to help manage your online reputation.
- Google Alerts: Google Alerts notifies you whenever your brand name is mentioned online. This helps you track mentions on blogs, news sites, and forums.
- Social Listening Tools: Platforms like Hootsuite, Brand watch, and Sprout Social help you monitor social media conversations. They let you engage with your audience, whether they are giving compliments or complaints.
- Review Sites: Check platforms like Yelp, Google Business Profile, and Trust pilot regularly. Reviews help you understand customer opinions and find areas to improve.
If you’re managing your online reputation on your own, having a team to watch these tools can be very helpful. This way, you can track mentions and comments more easily and respond quickly, taking a proactive approach to managing your reputation.
How to reply to customer reviews: 4 helpful tips
While most people focus on building a good online reputation, getting a negative review sometimes can actually help. It can point out a problem in your business, product, or service that needs fixing. It also encourages you to improve your reputation strategy, which helps your business grow!
Positive reviews can influence other customers to choose your brand.
Both good and bad reviews play a big role in shaping how people see your business.
However, the most important factor is how you respond. It shows your brand’s values and dedication to customers.
Here are some best ways to handle customer feedback as part of your reputation management strategy:
- Reply Quickly
Responding fast shows customers that you care about their feedback. Try to reply within 24 to 48 hours. - Be Professional
Always stay polite, even when dealing with negative reviews. Handling concerns calmly helps build trust. - Appreciate Positive Reviews
Don’t overlook good reviews! Thanking customers for their feedback shows you value their support. - Handle Complaints Publicly
Reply to negative reviews where everyone can see your effort to fix the issue. If needed, continue the conversation privately to resolve it.
We asked Clarke for tips on dealing with angry or emotional negative reviews.
“Stay professional, polite, and stick to the facts. Don’t argue or respond rudely. Take a moment to calm down before replying, and ask your team for feedback to avoid answering in anger,” he said.
This is great advice because handling reviews the right way can turn unhappy customers into loyal ones and strengthen your brand’s reputation.
Using SEO and Content Marketing to Develop Your Brand’s Story
Content marketing and SEO help shape your brand’s image online. By creating positive content and optimizing it for search engines, you can showcase your brand in the best way.
Content marketing and SEO are important for managing your brand’s image online. By creating positive content and optimizing content for search engines, you can showcase your brand in the best way.
Here’s how:
Make Valuable, Interesting Content
High-quality blog posts, articles, and social media content can improve your brand’s image and build trust in your industry. Sharing useful information encourages positive interactions and shifts attention away from negative comments.
Optimize for Search Engines
SEO helps customers find content that shows your brand’s strengths and expertise. Use the right keywords, like online reputation marketing and online reputation management, to improve your content’s visibility.
Share Positive Stories
Showcasing case studies, success stories, and customer reviews helps create a strong brand image. If your brand has received awards or recognition, share them to build trust with your audience.
So, Which content has the biggest impact on a brand’s online credibility?
Clarke said, “Trusted third-party video testimonials are the most credible type of content. Google and other online reviews also have a strong influence.”
Dealing with crises and bouncing back from bad publicity
If a negative review about your brand gets exaggerated, it can turn into a PR crisis. This can happen for many reasons, such as a questionable business practice, a workplace incident, or an unhappy customer expressing their frustration.
PR crises are important to address because ignoring them can damage your brand’s reputation. This may lead to lost customers and missed business opportunities.
Even if your brand’s reputation is strong, it’s smart to be ready for future crises. A HubSpot survey found that 69% of businesses faced a crisis in the last five years, but only 45% had a plan to manage it. This shows that no brand is completely safe from crises—what truly matters is how you respond to them.
Clarke advised, “In the first moments after a PR crisis, a brand should take three key steps: hold a crisis meeting to assign tasks and roles, create a public content strategy, and respond quickly without hostility while staying consistent in messaging.”
Effective crisis management is crucial to managing Online reputation during stressful times. The following advice can help you deal with bad PR:
Understand the conditions
Ignoring a crisis won’t make it go away. The first step in managing it is to acknowledge the problem and deal with it directly.
Sincerely Apologize
If your brand has made a mistake, offer a sincere apology. Customers value honesty, and a heartfelt apology can go a long way in rebuilding trust and mending relationships.
Speak Clearly
Create a simple communication plan that outlines how your team will respond to questions and what messages will be shared on social media and other platforms.
Monitor the Outcome
After resolving a crisis, keep a close eye on what people are saying about your brand. This allows you to assess how well your response worked and make any needed tweaks to your reputation management approach.
Learn and Improve
Every crisis is a chance to grow. Take the time to analyze what went wrong and pinpoint steps to avoid similar problems down the road.
A strong crisis management plan not only reduces harm to your brand but also speeds up recovery, helping you rebuild customer trust and loyalty more effectively.
Maintaining a Strong Online Brand Reputation Takes Ongoing Effort
Managing your reputation effectively is a continuous effort that demands proactive steps, listening to customer feedback, and creating thoughtful content. By grasping the essentials of online reputation management, leveraging the right tools, and tackling challenges with a clear strategy, you can ensure your brand is seen in a positive light by your audience.
It’s important to emphasize that your brand’s reputation is its most valuable asset. By taking charge, staying alert, and striving to deliver exceptional experiences to your customers, your brand will thrive. This approach not only fosters trust and loyalty but also positions you as a standout leader in your industry.
Digital Romans Local offers trusted reputation management services, delivering customized solutions to tackle each client’s specific needs. Our comprehensive online reputation management software features an easy-to-use platform filled with powerful tools and practical insights. Backed by decades of experience and a team of expert specialists, we consistently provide reliable results for local businesses.
Work with us to adopt a strategic, results-focused approach to managing and improving your online reputation. Reach out to us today to get started.