It’s more common than ever that consumers check out companies and brands before interacting with them. Even if given a personal recommendation for a business, a consumer is likely to jump on Google or social media to do some preliminary research before considering buying a product or service or even making an initial contact. This is why business reputation management is so important.
As a business, this shouldn’t come as a surprise. What is shocking to many businesses is that they do have some control over the narrative. While you can’t stop someone from leaving a negative review, your business can influence the public’s perception of your brand — to an extent. This is called reputation management, and it should be an integral part of your digital marketing strategy.
What is Business Reputation Management?
Reputation management is the process of shaping or influencing the public’s perception of a business or brand. It involves monitoring how people view a company on various online platforms and taking certain actions to address issues and improve the overall perception of the organization.
Why Reputation Management is Important
It seems like everyone “Googles” everything now, from where to have dinner tonight, which television to purchase, and which plumber to hire. What people see when they research these items will influence their purchasing decisions.
Since Google controls up to 92% of search engine traffic, your business’s search engine rankings and Google Business reviews are critical. In fact, 95% of consumers admit to reading online reviews before they visit a business.
They might read reviews on Google, social media sites, or other review platforms, like Yelp, Trip Advisor, or Angi’s List. It’s not just what they read in reviews that make up your online reputation, it’s also how your business responds to customers.
How Business Reputation Management Works
Your company’s online reputation is often the first thing potential customers encounter when they consider your business. If all they find are negative reviews or no reviews at all, it’s nearly certain they will move on to a competitor. Business reputation management focuses on several strategies to boost your online presence and brand reputation:
- Creating a well-optimized business website
- Claiming and optimizing your Google Business profile
- Encouraging online customer feedback
- Monitoring for and responding to online reviews, both positive and negative
- Engaging with followers on social media platforms
- Posting helpful content to boost trust and authority
If there is a damaging event, such as a data breach or a product recall, you will already have processes in place to assist your customers and lessen the harm done to your business.
Need Help Managing Your Online Reputation?
Your online reputation is a major factor in the success of your business. But, soliciting and responding to online reviews can take a significant amount of time and resources. If your business would like assistance with its online marketing efforts, we can help.
VisionPATH Marketing takes the time to get to know your business and industry to ensure you have an effective marketing strategy designed to produce the best results. We only recommend the services you need. Contact us today to schedule a free consultation to learn more about how we can help.