By Derek Miller
Clker-Free-Vector-Images / Pixabay
Online reputation management is an area of marketing that often flies under the radar, but its impact on your business is much larger than you may think. In fact, 92% of consumers read online reviews to learn more about a business before making a purchase. If you want to drive leads and convert more sales, you should start by focusing on creating a positive online image and reputation.
It takes 12 positive reviews to negate one negative review. No business is perfect and you’re bound to have unhappy customers or employees, but the voice of the few should not represent the opinion of the many.
Use the five creative strategies below to start boosting your brand’s online reputation.
Monitor your reputation so you can find problem areas
You can’t fix your online reputation if you don’t know where it’s broken. Tracking your brand mentions online can help you find problem areas with our reputation. Some easy ways to track your brand’s online reputation include:
- Set up Google Alerts for your company
- Use a tool like Hootsuite to monitor your social channels in one place
- Create IFTT Applets that are based on your brand’s mentions on industry forums or websites
- Track customer communication and disgruntled clients in your CRM
Tip: Be proactive if you know a wave of negative PR is on the way. Monitoring is a retroactive step for online reputation management, but crisis management is equally important.
Capitalize on your competitor’s mistakes
Just as you are likely to face bad publicity from time to time, so too are your competitors. An excellent way to improve your online reputation is to make strategic moves when a competitor makes a mistake.
Take, for instance, the Uber misstep with the New York Taxi Workers Alliance earlier this year. Uber angered many customers and employees by not actively supporting the taxi strike at JFK airport. As a result, Lyft seized the opportunity to take an active stance in favor of the taxi strike by donating $1,000,000 over the next four years to the ACLU. This move allowed Lyft to spin Uber’s negative publicity in favor of their online reputation.
Tip: Create alerts for your competitors much like you did for your own brand. This will help you find strategic opportunities in real-time.
Turn your current employees into online ambassadors
You have an army of influencers right under your nose. Your current employees can be great resources to driving a better online reputation. Consider blocking off a time of the day for your employees to spend actively engaging others in the industry through social media, commenting on articles, and posting on blogs or forums.
Not only can your current employees help improve your online reputation, their activity on relevant platforms in your industry will help position your company as a thought-leader and active community member in your industry. This activity can deflect negative opinion and also drive more traffic and leads to your website.
Tip: Start by having your employees write content for your company blog and promoting their Go to the full article.
Source:: Business 2 Community