In the past 15 or so years, the scope of research and marketing has expanded tremendously. We are receiving and searching for information differently, requiring businesses to adjust their outreach accordingly. This has also provided an opportunity for customers, clients, and the general public to collectively weigh in on a business more easily.
For this reason, the art of perfecting your online reputation management has become highly valued. Your online presence is often the first impression a customer will have about your business. This alone has built and brought down businesses. Because of this shift, marketing companies have developed the proper techniques on how to manage your online reputation
Step 1: Research Your Business
Begin by conducting an assessment of how your business is perceived online. You can do this by a simple google search. You should also check any social media profiles you currently have and third-party review sites your business may be on. For example, if you own a restaurant check out Yelp and Trip Advisor.
If you were researching your business as a customer, what would you think? Is there positive buzz about this company? Do they even have an online presence? Putting yourself in your target audience’s shoes will allow you to see what is missing.
Step 2: Create An Online Presence
What did you find online? Were people talking about your business or suggesting it? If not, begin by creating social media accounts that would be relative to your target audience. This way you can help control the narrative and continue to expel your message clearly.
Step 3: Create Brand Related Content
Begin putting out content onto your social media, 3rd party review, and personal website. This helps give your target audience an idea of what you value as well as what to expect when working with you or using your business.
There are many creative ways to do this. If you are a restaurant, you can show awesome images of some popular food and drink items you sell. If you are a realtor, post about homes for sale or open house events.
Step 4: Address Negative Reviews
Having an online presence is not going to be just creating eye-catching content and connecting with your audience. Often times people who have used your services and are dissatisfied may vent or explain their dissatisfaction online. There are, of course, a number of scenarios that would merit a different response.
But on average, if a customer has a legitimately poor experience with your business you can either try to have the review removed or respond to the customer. This can actually turn a negative into a positive. It can help clear up confusion with a prior customer, allowing the
customer to consider revisiting your business. Responding to an upset customer will also send a message that you honestly care about feedback and work hard to make sure everyone is happy. This only works though if you are polite and professional. Acting defensive can backfire on your attempt to help the situation.
Building your online reputation management system can be difficult if you are more used to conventional styles of marketing. There are so many social media sites to utilize and the tools to showcase your business can be even more complex. If you are looking for Calgary online reputation management, do not hesitate to begin your search.
