When it comes to launching a product, you likely think of crafting compelling ads, setting up a robust campaign, and generating buzz around your product. But if your online reputation doesn’t align with your promotions, you might be missing out on sales and customer loyalty.
Customers today are savvy. They don’t just look at flashy ad campaigns; they dig deeper. They read reviews, search social media, and scrutinize your reputation to decide if your product is worthy of their purchase. That’s where online reputation management (ORM) comes in.
By making ORM an integral part of your product launch, you’re not just selling a product; you’re selling trust and confidence. This blog explores why ORM should never be sidelined in your promotions and how combining them can create powerful results.
The Role of Trust in Modern Marketing
Why Reputation Management Matters
Your online reputation is the foundation of customer trust. It defines how current and potential customers perceive your brand and whether they’re willing to invest in your offerings.
Did you know:
- 87% of consumers read online reviews before making a purchase.
- Around 79% of people trust online reviews as much as recommendations from friends.
Without a good online reputation, your promotions could fall flat. Even the most creative campaign can fail if negative reviews, poor ratings, or unanswered customer grievances oppose your promotional message.
Promotions Aren’t Enough Without Trust
Promotion is often perceived as the star player for product launches. However, without trust to back it up, even the best ads can feel hollow. A customer sees promotions as a reason to check you out, but they convert only once they’re confident in your reputation.
For instance, if a potential customer encounters an enticing ad but heads to your review page and finds poor feedback, they’re far less likely to buy. A cohesive marketing effort involves combining impactful promotions with solid ORM to create trust and drive action.
ORM and Promotions Go Hand in Hand
Building trust isn’t just about solving problems; it’s about consistently showcasing why your brand is worth customers’ attention. Here’s how to merge ORM and promotion for product launches.
1. Lay the Foundation with Positive Reviews
Nothing reinforces credibility like happy customers. A library of positive reviews gives potential buyers the assurance they need.
Here’s what to do:
- Collect Reviews Before Launch: Run email and SMS campaigns asking satisfied customers to leave reviews. Incentivize participation with discounts or freebies if needed.
- Highlight Your Best Reviews: Feature glowing customer feedback on landing pages, social media posts, and during ad campaigns.
Example:
Before launching a campaign, a direct-to-consumer mattress company increased its review collection efforts. By achieving a 4.9-star average rating, their campaign attracted 40% more clicks compared to their previous launches.
2. Incorporate Testimonials into Your Ads
Authentic customer testimonials are highly persuasive. They offer relatable proof of your product’s value, making your promotions more impactful.
Here’s what to do:
- Create visuals or short videos featuring real customer testimonials.
- Incorporate reviews in paid ads, email campaigns, and website banners.
- Use user-generated content like photos or videos shared by happy customers.
Example:
A skincare brand used side-by-side testimonial photos featuring customers before and after using their product. This not only boosted clicks but also raised their conversion rate by 25%.
3. Be Transparent with Negative Feedback
Negative reviews may seem scary, but they provide valuable learning opportunities to address gaps in your service or product. Customers value brands that own up to their mistakes and show improvement.
Here’s what to do:
- Analyze recurring negative comments to pinpoint issues.
- Fix those issues and communicate your improvements in campaigns. (Think along the lines of: “We’ve heard your feedback, and now we’re better than ever!”)
- Respond publicly to critics and resolve concerns to show accountability.
Example:
An online retailer revamped its shipping policies after a trend of negative feedback about late deliveries. Highlighting “faster, guaranteed delivery” in their relaunch not only regained trust but also significantly improved customer retention.
4. Celebrate Milestone Achievements
Your positive milestones, like hitting 500 5-star reviews or being awarded the best local business, can be used to build authenticity and trust in your promotions.
Here’s what to do:
- Post about your achievements on platforms like Instagram, LinkedIn, and Facebook.
- Integrate milestones like “Highest Rated Product of the Year” into your promotional campaigns.
- Encourage influencers or satisfied customers to share your milestone posts to amplify reach.
Example:
A startup café celebrated its “500 5-star reviews” milestone by giving away free drinks. This sparked a buzz in their local community, driving a 30% increase in foot traffic for the week.
5. Build Campaigns Around Brand Values
Social responsibility and ethics play a huge role in customers’ buying decisions. Integrating your business’s core values into your promotion not only invites trust but also sets you apart.
Here’s what to do:
- Address issues raised by customers, such as eco-friendliness or inclusivity, and tie those into your campaigns.
- Highlight how your product solves real consumer problems in alignment with your values.
- Encourage your community to rally behind your initiatives.
Example:
A sustainable fashion brand tailored its product launch around showcasing ethical sourcing processes. This multi-channel campaign not only attracted eco-conscious customers but also raised their profile as a socially responsible business.
6. Keep Responding During Active Campaigns
Your work doesn’t end when the campaign starts. Real-time responses to customers’ online feedback during a launch amplify trust and improve engagement.
Here’s what to do:
- Actively monitor platforms for brand mentions and campaign-related comments.
- Use this opportunity to highlight your promises to potential customers.
- Thank fans for supporting the campaign and respond to concerns immediately.
Example:
During their highly successful campaign, a beverage company encouraged customers to share photos using their hashtag. Responding to each hashtagged post not only strengthened community spirit but also extended sales beyond the launch window.
The Results of Blending ORM and Promotions
When ORM and promotion work seamlessly together:
- Products launch with a higher level of pre-established trust.
- Sales convert at dramatically higher rates compared to campaigns with neglected reputations.
- Customers remain loyal, thanks to transparency and engagement with their feedback.
By combining actionable consumer trust (from ORM) with meticulously crafted messaging (through promotions), you create a bond that brings customers to your brand and keeps them invested.
Grow Trust. Drive Sales.
It’s time to ask yourself, “Is my reputation supporting my promotions?” If online reputation and promotions feel disconnected in your product launches, it’s time to align them.
Need help? We’re experts in devising integrated strategies for ORM and promotions that align trust with visibility. Contact us today to turn your next launch into an unforgettable success.
You can learn more about: Double Your Impact: Combine Online Reputation and Promotion for Explosive Growth
