Reputation Marketing

 

Master Your Online Reputation Marketing

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• What is Reputation Marketing?
• What Is Reputation Management
• Why Reputation Marketing is Vital For Your Business
• 2 Immediate Steps You Can Take Today
• DMS Reputation Marketing Service

Has your businesses reputation already been compromised and you need to tackle it quickly, or you’re being more pro-active and looking for a proven method to ensure that it isn’t compromised?

Either way, get in touch today with the team at DMS to help. Call Us or Select the “I Want Help, click here“

Reputation marketing is something that every business should actively do, but typically, is seen as the preserve of the corporations. That’s not the case, online reputation marketing or reputation marketing in digital marketing is something local SME businesses can and should leverage. If you’re not marketing your business’s reputation, you are losing sales and revenue.

When was the last time you checked your business’s online reputation?  Don’t ignore it and think, you’ll get back to it.  Other things’ll get in the way.

You and your business’s reputation is what got you started and enabled you to grow. Yes, the product or service is important, but, on its own, it’s not enough.  As a local business, it’s imperative that you actively build and market your reputation.

We have a range of strategies that can help you actively build and market your reputation online.

What is Reputation Marketing?

Reputation marketing amplifies the results of well-managed digital marketing campaigns, giving your business a higher return on investment for your marketing spend.

Utilising a range of proven strategies, your business’s online presence and in particular, you need to be strengthening existing reviews which is to the betterment of your company’s finances. If however, you’re light on the marketing of your reputation, we’ve techniques to address this gap.

The focus, in effect, is on pro-actively marketing your positive reputation.

What is Reputation Management?

A 2017 article in the Financial Times puts the issue starkly:

“Unexpected crises can destroy businesses and reputations. Boards, chief executives and their managers may believe they have a firm grip on the risks they face. They should think again.”

Whether in the traditional and print media or now online, the primary purpose of rep management, also known as Online Reputational Management (ORM) is to shape and influence the public’s perception of the business. Ideally, aligning how the company’s see itself with how the public perceives it. The more significant the gap, the more it may negatively impact the business; not something a business owner can or should ignore.

Reputation management involves the monitoring of:

• the brand’s reputation 
• Addressing content that’s potentially damaging
• Resolving customer/client feedback before it becomes detrimental to the business.
• Suppressing negative search results. 

Common, ethical approaches to managing one’s online reputation include: 

• mug shot removal sites
  
• astroturfing 
• managing customer review sites
• censoring negative complaints, and 
• using search engine optimisation tactics 

Why Reputation Marketing IS Vital for your business

Whether you’re in the B2B or B2C market, your business needs buyers. Consumers and clients, really are the same; they’re more disposed to buy from you, once you’ve established trust.

Put simply, you need to care, because this impacts your sales and revenue. Yeah, yeah, you may well be thinking, I’ve heard it all before. And, from a business perspective, that’s true; all activities have a cost, and this’ll impact your revenue and profit margins.

Ask yourself a simple question, when you’re considering making a purchase, how much feedback from friends and family or many reviews do you read? We all do it, especially for the more significant ticket items. Previously, we relied on printed ads or word of mouth; the internet’s changed all that.

Why should those who buy your product/service, be any different?

One of the primary indicators of trust is simply a business’s appearance in the search results. However, a company shouldn’t rely on this alone. Because:
Where trust exists, we’ll buy. Online reviews can make or break this trust.

From the 2019 BrightLocal Local Consumer Review Survey:

• 90% of consumers used the internet to find a local business in the last year, with 33% looking daily
• 82% of consumers read online reviews for local businesses
• Approximately half of the people would consider buying from a company with less than 4 stars
• The average consumer spends 13 minutes and 45 seconds reading reviews before making a decision
• Of those that read reviews, 97% read businesses’ responses to reviews

Unless you’ve received a personal recommendation, which is reputation marketing in itself, you’ll do research. You’ll ask others you know for their opinion; you’ll read reviews of the company, even if it’s a one-off purchase and especially if you’re going to be a client.

It’s so easy, and now second-nature for most, to “Google” any business that has caught your eye in the search results or followed you with a promo on social media. Why would anyone spend their money on the unknown when a few clicks (or voice search) on any internet-ready device shows what other people felt about spending money with that business?

When doing a local search for a non-specific business’s product or service, Google happily displays, side by side comparison of top results in the local pack, showing star ratings and reviews are just a click away. A positive and highly rated reputation is a necessity.

It’s human nature, unfortunately, to tell seven times more people of a bad experience than positive. That’s the first hurdle. Secondly, how the company that receives the negative feedback responds, also conveys a message (over and above the words they use). Did you know, responding appropriately to a bad review can turn things around and help to generate other sales? Have you noticed how many “Likes” a negative review gets over a positive? If not, have a closer look next time.

As a business owner, you’ve invested a tremendous amount of time, effort and emotion, into your business. It’s not easy and requires a vast amount of work. Every penny counts, and you’ll be very aware of those aspects of your business that are a drain on your resources.

Why then allow others to tarnish your business reputation that you’ve worked so hard to build? Especially anonymous reviewers! This is where reputation marketing can help your business.

Not actively marketing your business’s positive reputation is leaving control of your business to others.

Whether you’ve actively engaged with digital marketing or not, recognise the impact of reputation marketing on the bigger picture. Yes, you can and must, optimise your website to increase search ranking and visibility; run paid ads to find and retain customers or use social media to build engagement and stay in front of your target market. A poor digital reputation undermines all this activity. It also costs you more money.

The giant tech platforms, the like of Google, Facebook, Twitter, etc., are increasingly incorporating a business’s reputation into their algorithms when determining when and where to show business and when it comes to paid ads, what those costs will be.

Not only can a poor reputation damage new sales opportunities, but it’ll cost you more for SEO and social media management.

Reputation marketing amplifies the results of well-managed digital campaigns giving your business a higher return on investment for your marketing spend.

2 Immediate Steps You Can Take

• Google My Business
  • Go to your Google My Business page (you have claimed it for your business? It’s free)
  • Check out your Google score, the number of stars
  • Check if you’ve any negative reviews? 
  • Do you have any negative reviews in your “top 10”? 
    • If so, you need to address these.
    • Respond appropriately to good and bad reviews. A “thank you’ is better than nothing, but there are more effective ways to respond.
  • Have you responded effectively to the positive reviews?
• Reputation marketing strategy – Devise and execute; if you need help, get in touch with the team at Digital Marketing Surrey.

DMS Reputation Marketing Service

We have a range of reputation marketing services designed for local business, just like yours, to effectively build and market your business’s digital reputation, including:

• reputation marketing – expanding visibility of every piece of feedback
• reputation management – be on top of every review that your customers/clients leave online.
• reputation building – collecting and/or re-directing your customers to your preferred online directory
• reputation analysis – identify what can and should be addressed

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