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The Top Reputation Marketing Tactics To Manage And Promote Your Business
The introduction of the internet not only changed the way in which people communicate; it also altered the methods of brand promotion and marketing. While the ad in a paper and promotional brochures was replaced by radio and television promotion years ago, the social networking platform has surged forward and shown how the online world is far more influential than any other form of media. Nowadays, consumers have far more control over promotion than ever before, and the importance of reputation is paramount. This article will discuss the concept of reputation marketing; as well as providing information on the top tactics to successful manage a company's reputation.
What Is Reputation Marketing?
Reputation marketing is, well, commercialization of a company's reputation. This type of marketing acknowledges the importance of the customer in the development of a brand and focuses on their perception of the enterprise. The reputation marketer will peruse the reviews online from clients and will place positive reviews where necessary to promote the appearance of the company to readers, who may be potential consumers. This seems similar to reputation management; however, there is a difference as the marketing aspect focuses on the use of social media marketing to obtain services and increase productivity, not the administration of the reputation.
What Are The Different Reputation Marketing Tactics?
1. Ranking On Search Engine Results Pages
Almost any individual who uses the internet to promote a business will have a website; and, if this person has a website, there is a high chance they will have heard about search engine optimization. Search engine optimization is closely related to the search engine results page as it influences the ranking of your website on the search engine results in the page list. The higher a site ranks on the list, the greater the chance of the person visiting your site.
Typically, a search engine results page will present with ten pages on a page, and the aim is to appear on the first page. It is rare that an individual will peruse websites beyond the second or third search engine results pages; therefore, you should try to build a positive reputation among the search engine to achieve the 'first-page' goal. This can be done with SEO.
SEO is not easily attained and requires a great deal of hard work implementing specific techniques to boost the page. If the right SEO tactics are used, such as keywords and title tags, it is possible to impress the search engine spiders; thus, receiving better rankings on the search engine results pages. The Spiders are always crawling through websites defining their relevancy, authenticity, and popularity. The sites showing the most beneficial results will be accepted by the spiders and ranked highly by the search engine.
2. Requesting Public Positive Reviews
One of the most important aspects of reputation marketing is the attainment of customer reviews. This will allow the company feedback, on which you can build further strategies; as well as promoting customer empowerment online. The ideal review would be a positive review made on social media where all visitors can view the feedback; however, not all reviews are positive, and there are negative testimonials made by customers. In fact, it is almost impossible to find a company that does not have any bad comments from customers.
So, how do you deal with this type of situation?
One tactic to combating negative reviews is by requesting positive reviews from satisfied customers. A review portal or funnel is highly beneficial as it allows the customer to leave a review on the website without having to search for the comment box. For example, eBay will often send emails to buyers using a review funnel requesting a review on the purchase they have made. When the customer clicks the box link, they are forwarded to the review box directly and can leave a hopefully positive testimonial immediately. Most people do not have the patience to search for a commentary box; therefore, this easy-to-navigate tactic is appreciated by those who wish to share feedback.
3. Deal With Any Complaints Offline
The saying goes that you should not air your dirty laundry in public, and this is entirely true when it comes to negative reviews or complaints. While social media can be beneficial for customers to engage with the company regarding products and services, it is not useful to discuss the claims in public. When handling customer problems, it is recommended that the company contact the complainant immediately but also in private. Below are some tips on how to go about this particular situation.
When an individual is filing a complaint, the chances are they are quite agitated; therefore, it is always helpful to begin the discussion by expressing your apologies for the problem. It is also important that you open the lines of communication by noting that they can email you or call you to discuss the situation. A person who is experiencing distress will always appreciate being acknowledged.
One factor that should never be mentioned is an admission of guilt. You are not responsible for the problem, even if the Complainant remarks that you are. Be kind and helpful, but do not admit guilt as this can ruin a reputation significantly.
4. Ask For Help If You Need It
Pride can be a good and bad thing. Pride can motivate a person to do great things; however, it can also cause an individual to avoid asking for help when he or she needs assistance. If you find that you are unable to complete all the tasks at hand, it may be beneficial to hire a consultant or delegate to an in-house employee. Delegation is necessary to ensure that all the tasks are completed in an efficient manner by people who are competent regarding the project nature. It would not make sense for a CEO to complete reputation marketing campaigns if their forte is archaeological research.
5. Monitoring The Brand Closely
A tactic that is useful in reputation marketing is the careful monitoring of the company brand. The monitoring of analytics and data is necessary to ensure the website is optimized; however, this awareness of website activity rates is not the only feature to consider when looking at reputation marketing. Reputation marketing deals with the customer opinion of the company; therefore, monitoring in this area refers to a control of the different reviews posted online.
Customer Testimonials can be posted on various websites, particularly the social media networks the company is using as marketing platforms. Of course, there are third-party review sites, such a Yelp, that allow people to place anonymous reviews regarding different services and products. It is important to stay updated on these websites; as well as the social media sites, to ensure you have a high awareness of the customer opinion of the company. Also, by reviewing these reports, regularly you will be able to manage any potential backlash from negative reviews that could lead to a bad reputation.
Final Words On The Matter
A good reputation is essential to any company, irrespective of the service area, and obtaining this type of status requires a particular marketing strategy. The primary focus is to earn positive reviews; however, several other tactics will enhance the reputation once it has begun to form. Using the information above, and combining the various tactics, you will be able to both manage and promote the positive reputation according to your particular company's reputation marketing needs.
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