Online Reputation Management - Engage, React, Develop
No matter what kind of business you run - big or small, products-based or service oriented - the success of your business depends on the quality of your brand's online reputation. You know that if the credibility of your brand is weakened, your sales will follow suit. In an effort to preclude such losses your business has probably already invested substantial time and money in marketing, public relations and customer service. However, according to Nielsen Data, 84 percent of Internet users across the globe choose to complete some of their shopping online. Brands are turning to online marketing in order to motivate consumers. Motivated consumers use online channels to praise brands, debate with others, rate products, review services and more. A brand's online reputation can and should be shaped by the public. Word of mouth advertising is such a huge advantage; brands need to take control of their online reputation so they can make the most of their enthusiasts and fans.
At E-Power Marketing®, our Online Reputation Management team seeks to improve customer satisfaction by monitoring and responding to online chatter regarding a specific product or service. In the past, brands were managed using traditional push marketing tactics including television commercials, radio spots and public relations strategies. However, as consumers adapt to the new social norm of personal independence, online pull marketing channels are becoming their go-to-source for researching, reacting and interacting with a brand. It's not enough to create an account on the most popular Social Media sites. Brands need to engage their fans, respond to their critics, and make the most of the chatter going on about their company.
Currently, your consumers are likely chatting about your brand via these online platforms:
Knowing where your company is being discussed is only the first step in Online Reputation Management. Finding the buzz is important. But it's what you do with that information that will set you apart from your competition.
Why You Should Be Concerned About Your Business's Online Reputation
Prior to the explosion of Social Media, the average consumer's praises and complaints were unlikely to be seen or heard on a large scale. However, as these online tools become increasingly popular, consumers' rants and raves have the potential to receive national attention. For example, Yelp, one of the top ratings and review sites, is visited by almost 40 million consumers within a 30-day span and consumers are browsing more than 14 million reviews already submitted.
The easier it is for people to talk online, the more they'll do it, and it's easier now than ever before. Your fans and critics are online discussing your products. Your potential customers are finding these discussions and formulating opinions of your brand based on what other people are saying. A 2011 Cone Communications Survey found that 4 out of 5 consumers reverse their purchase decisions based on negative online reviews. Use your online reputation to create more fans by getting them talking. Let your fans advertise your brand. Address your critics and make it a point to listen to what they're saying, then fixing problems when possible.
Because it's impossible to limit what consumers are saying about your brand, it is essential that you know what people are saying about you on the Web. If you choose to remain ignorant of the online chatter, misinformation could spread and the consumers who promote your brand will go unrewarded. In the present social structure, consumers seek to build relationships with brands before handing over their money for your product or service. Buyers are conducting research, talking to friends and contacting brands directly - much of which they're doing online. If you're not committed to growing your online presence, you're losing out on potential customers. A large factor in maintaining that online presence is keeping tabs on your online reputation, and reacting to what people are saying about your brand online.
What You Should Do About Negative Online Reviews
Listening to your consumers' reviews can yield an optimistic outcome regardless of whether the chatter is positive or negative. Negative reviews shed light on the frustrations of your customers and give you the opportunity to right wrongs, clear up misunderstandings, and improve your product or service. By doing so, you'll strengthen the positive relationship between your brand and the consumers it depends on. Regardless of whether or not you choose to respond, potential customers will be looking for negative reviews. No brand is perfect, which means negative reviews are inevitable. A brand that only boasts positive reviews is going to look too-good-to-be-true to savvy consumers and your credibility in their eyes will suffer. Furthermore, if the negative feedback your business is receiving is undue or uncharacteristic of your brand, past customers may be motivated to defend you by writing positive reviews.
E-Power Marketing - Your Proven Ally in Online Reputation Management
Using what we know about online user-generated content, E-Power Marketing® has developed an effective approach to Online Reputation Management for our clients. Because social media platforms have become such an important tool through which consumers share, research and network with others, addressing your brand's online reputation is essential. At E-Power Marketing, we'll collaborate with your brand's team to:
- Monitor the ongoing chatter regarding your brand on various social networking platforms and ratings and reviews site. We then compile the information into buzz reports for your team.
- Manage your online business profiles to cater to the preferences of your target consumers.
- Make suggestions and drive changes to your social media pages and posts to ensure effective messages are conveyed to those interacting with your brand.
Because Online Reputation Management has the ability to make or break your brand, it's best to put it in the hands of experienced professionals. At E-Power Marketing, we have the skilled team members you need to start an Online Reputation Management plan, or to improve your current efforts. Throughout the process, we will find and monitor the buzz regarding your brand and report what we find along with suggestions on how to properly respond to the negative, and capitalize on the positive. Contact E-Power Marketing today and start taking control of your brand's online reputation!
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