What Is Online Reputation Management?
Conversations about your brand happen all the time. Whether you're a small mom-and-pop shop or a growing franchise, consumers talk about you online. Those conversations become your reputation.
Today, digital word of mouth is just as impactful as face-to-face conversations. Eighty-two percent of consumers trust online ratings and reviews just as much as, or more than, brand recommendations from their family and friends, according to a survey by Power Reviews.
It's easy to feel like these conversations are out of your hands, but that's not the case. Digital customer conversations have given rise to online reputation management (ORM), which puts brands back in the driver's seat.
But what is online reputation management, and why does it matter for your brand? Let's explore how this important process works.
What Is Online Reputation Management?
Online reputation management is the process of monitoring how internet users perceive your business and stepping in when necessary to direct the narrative. Reputation management has been around for years, but it's become more important as digital interactions have become more prominent in our lives.
ORM involves a combination of processes, including the following:
- Tracking and responding to reviews on Google, Yelp, and other popular sites
- Issuing positive public relations material
- Monitoring references to the brand in the media
- Keeping local listings up to date and accurate
- Listening for references to the brand on social sites
- Developing content based on the brand's needs
The ultimate goal is to highlight the positive aspects of the business and respond to any negative buzz. It can be a delicate process, especially in high-stakes industries like personal finance and healthcare, but it helps keep a modern business healthy.
Why Is Online Reputation Management Important?
Your audience is online. Approximately 90% of U.S. adults use the internet at least once daily, with 41% saying they're online "almost constantly." Among adults under 30, that number goes up to 62%.
Consumers spend their online time reading, watching, and discussing what matters to them, including the products and services they buy. Online reputation management lets you control the conversation so people view your business more favorably.
Potential Customers Do Their Research
A whopping 99.5% of Power Reviews respondents said they research products online "at least sometimes," with 87% saying they do so "regularly" or "always." Many of these customers browse the search engine results pages (SERPs) and review your listings on sites like Yelp and Google.
You want them to find accurate listings and favorable comments about your business. Don't assume that your listings are correct just because you created them. Others can request that Google update your Google Business Profile, and if you don't approve or reject the update in time, it could go live without your permission.
Reputation management services will monitor your listings and ensure they're consistent and up to date. They can also create content to flesh out your profile and keep track of what people are saying.
Negative Reviews Need Attention
According to Power Reviews, 94% of consumers have made a purchasing decision based on other users' ratings or comments. That's more than the number of consumers who decided based on the price!
Providing a top-notch customer experience is the best way to get positive reviews, but even the best business makes mistakes. Sometimes, a low star rating isn't the business's fault, but a potential customer doesn't know that — unless your company joins the conversation.
Responding to negative reviews is an excellent opportunity to show that you care about the customer's experience. You may even be able to resolve the problem and earn a positive testimonial from the same customer. And even if you don't, potential customers will see how you handle service issues. That matters.
Reputation Impacts Consumer Trust
Today's consumers need to trust the businesses they buy from. Close to 30% of customers have paid extra to buy from a business they trust, while 40% have stopped doing business with one that lost their trust.
Negative online comments can erode customers' trust in your business before you know that buzz exists. Online reputation management services monitor what people are saying and will help you step in to take control.
How Optimize Can Help You With Your Online Reputation
At Optimize, we know how much rests on your business's reputation. We're here to take the day-to-day work of brand reputation management off your plate so you can focus on providing excellent service.
We use high-quality reputation management software to track your business across social media platforms, review sites, and search engines. We develop a customized online reputation management strategy that's geared to your brand's image.
We'll monitor your brand's mentions, keep your listings current, and ensure you can quickly respond to reviews. Our team even optimizes your content to keep you in control of your search results. We succeed when your reputation shines.
To learn more about how Optimize can help you manage your online reputation, schedule a free consultation today.