Online reputation management means maintaining or building a positive public perception of a brand through online activities. It involves creating your website, setting the tone of your content, being active on social media, being reachable on various online channels, responding to your social media comments, and more.
More importantly, ORM involves addressing negative consumer feedback, solving consumer grievances, encouraging happy customers to post their reviews, and handling disputes correctly. All of these activities can help build customer trust and establish your brand in a positive light.
ORM is the key to a business’s success regardless of the industry or niche. According to a Statista report, about 70% of shoppers check one to six customer evaluations before purchasing online.
Brands must conduct digital marketing training to manage their online reputation effectively. Brand managers can also pursue courses on internet marketing or online advertising to understand ORM.
What is Online Reputation Management (ORM)?
Online reputation management (ORM) is crucial to digital marketing and marketing management. It deals with maintaining a positive image of a company or individual on the internet.
ORM can help promote greater customer trust, strengthen brand authority, and boost sales. ORM involves a range of activities, including monitoring online conversations, responding to reviews, managing social media accounts, and creating positive content. It incorporates social media marketing and online advertising. The four main ORM media channels are:
- Shared media: Any content about your brand published on social media.
- Earned media: Coverage of your brand obtained through unpaid third-party websites.
- Paid media: Any online content that is paid for. Example – influencer marketing.
- Owned media: Any content created by the brand, such as your website or blog.
Why is Online Reputation important for your business?
Online reputation is crucial for any business to succeed for various reasons. Here are some reasons that highlight the importance of online brand reputation –
Builds credibility and trust
Online reputation management involves generating online testimonials from actual clients. This can boost consumers’ trust in your company by serving as social evidence of its dependability and integrity. People are more inclined to buy from a brand with satisfied customer testimonials.
Gives competitive advantage
Online reputation management can bring you a competitive advantage over your peers. The positive feedback and a quick response help establish your brand as a reachable and trustworthy seller. Thus, people are more comfortable associating with such a brand.
Helps in recruitment
Online reputation can also help brands recruit the best talent in the industry. People love associating with companies with a hero image in the market. Today, most employees conduct online research about a company before they sign a contract.
Influence Buying Decisions
Many shoppers look up product reviews before making purchasing anything. They will likely read customer reviews, testimonials, and the brand’s response to customer grievances. Shoppers are more likely to buy from brands with higher customer satisfaction. Establishing online reputation management can help your brand acquire positive feedback and work on negative feedback.
Long-term Success and Increased Sales
Building and maintaining an online reputation can help you establish your brand as a trustworthy name in the industry. It helps carve a niche in the market, and customers feel more strongly about associating with a brand with a strong online reputation. This results in increased sales, higher consumer loyalty, and long-term success.
How to manage your brand’s online reputation?
Managing your brand’s online reputation involves using strategies and tools to monitor, build, and maintain a positive perception of your brand. Several tools are available to manage your brand’s online reputation – Google Alerts, Social Mention, and SEMrush.
These tools help manage your brand’s online reputation by providing various functionalities that enable you to monitor brand mentions and sentiment. They also help generate reports. Here are some strategies that can help you manage your brand’s online reputation:
Track Brand Mentions
Monitoring brand mentions on the internet is an effective strategy for managing your brand online. Create notifications for your company’s name and associated keywords. This includes social media mentions and any mentions of your brand that appear in blog articles, forums, videos, etc.
Use Online Advertising
Use online advertising to promote your brand and reach potential customers. Google Ads, Facebook Ads, and other online advertising platforms can help you reach your target audience and increase your brand visibility.
Respond to Positive and Negative Reviews
Whether a review is favorable or unfavorable, it is important to respond to customer reviews. Even negative consumer feedback should be acknowledged. This demonstrates your commitment to actively engaging with your consumers’ issues.
Invest in Search engine optimization (SEO)
When it comes to ORM, investing in good SEO is crucial. SEO helps your website rank in the number one position on SERP. This not only increases your organic views but also helps in building customer trust in your brand. Keyword research, backlinking, and interlinking are ways to improve your SEO score.
Encourage Customer Reviews
Encourage clients to post reviews on platforms like Google, Yelp, and others. This is one of the best strategies to keep up your online reputation. You can directly request feedback from your clientele in emails or offer discounts to encourage customers to leave reviews.
By leveraging the power of social media marketing, digital marketing, and SEO marketing, brands can enhance their online reputation and drive business growth. Brands need to stay up-to-date with the latest trends, be active on social media and offer two-way communication to consumers to build their online reputation.