Consumers are more dependent on digital reviews, social media, and search when making decisions – so having your brand be portrayed positively, remains important. This is where what is reputation management in digital marketing becomes essential.
This blog breaks down what is reputation management in digital marketing, the important elements, actionable tactics you can use to build trust and customers and protect your brand. Regardless of where you fell on the digital spectrum, you would benefit from learning how to command your online narrative.
What is Reputation Management in Digital Marketing?
What is reputation management in digital marketing? It refers to how you monitor, influence, and maintain the way your brand is reflected online. It’s about intentionally curating conversations and public perceptions by adopting strategies that increase trust and credibility to mitigate possible negative reputation risks.
Reputation management is not a passive act; it is an active measure to ensure that everything from customer reviews to social media mentions to search engine content reflects the image of your brand you wish to convey. Understanding what reputation management is in digital marketing gives brands a competitive edge.
Why is Reputation Management So Important?
What is reputation management in digital marketing without the context of why it matters? Reviews are trusted: Research indicates that 93% of consumers read local business reviews before deciding whether to make a purchase, and 58% would pay more for services if it means using a business with excellent reviews.
First impressions count: When your prospects look up your company on the internet, what do they see? Bad reviews could send them running to rivals.
Long-term brand sustainability: A well-maintained reputation results in more committed customer loyalty, a higher credibility and a better business growth in the long run.
Whether you’re in charge of a multinational enterprise or a small business, you have to closely monitor and manage your online reputation.
Reputation Management: Core Elements That Make the Reputation System Tick
Knowing some of the basic elements of what reputation management is in digital marketing is the first step in understanding how to protect and enhance how your brand is positioned.
Monitoring Online Reviews
Word-of-mouth is one of the most important aspects of your reputation. Reviews on Google, Yelp, Trustpilot, and others indefinitely impact the public perception of your business.
How it helps: Good reviews boost trust and conversions, and bad ones can offer an idea of where to improve.
Pro tip: Use automated alerts to stay on top of reviews across crucial platforms and enable you to react in a timely manner. This is a core component of what reputation management is in digital marketing.
Search Engine Results Page Management
Search engines like Google are often a customer’s first contact. Keeping your brand’s first-page results positive has never been more vital for customer acquisition.
Key actions:
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Concentrate on SEO to dominate the first pages of your search results.
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Identify bad mentions and respond to them (Bad mentions can cause bad reputation).
A successful approach to this tactic is rooted in understanding what is reputation management in digital marketing and how it aligns with SEO.
Social Media Engagement
Social networks such as Facebook, Instagram and LinkedIn are where much of the conversation about brands happens. Commenting back to your followers consistently will also show you have a good reputation and enable you to take charge and handle any problems if they arise.
Best practices:
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Answer comments and messages in a timely manner.
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Respond to a Box Complaints or Negative Reviews publicly, positively and professionally, demonstrating to others that you care.
All of this aligns with what is reputation management in digital marketing is, showing how reputation plays out in real-time.
Crisis Management
Even the best of brands have a scandal or bad press every now and again. An ounce of prevention. Thus, a well-crafted crisis management plan can help reduce damage level.
What it includes:
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Forced communication plans to handle potential problems.
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An authorized public affairs representative to respond to media or public queries.
Proper crisis response is a critical part of what reputation management is in digital marketing, allowing brands to bounce back stronger.
Content Creation
Your reputation will be strengthened by writing content that reflects your brand values, connects with your audience and demonstrates knowledge of the industry. This should include blogs, case studies, videos, and even employee reviews.
Pro-tip: Deliver a piece of content that speaks directly to a negative narrative or misconception about your brand.
In doing so, you’re executing a powerful piece of what is reputation management in digital marketing strategy.
Tips On Managing Your Reputation: Helpful Hints And Tricks
They’re not just there to troubleshoot negative comment flak about the reputation. In shaping how the public sees us, there’s a lot to be said for being proactive.
Encourage Positive Reviews
Ask regular customers to write reviews on the sites they use. You can do this through:
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Post-purchase follow-up emails.
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Promo codes, or bribing with rewards for a review.
A proactive approach like this is essential in understanding what reputation management is in digital marketing.
Respond Gracefully to Bad Feedback
The right response to criticism can actually have a positive effect on your brand. Follow these steps:
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Apologize, for real—plus provide fixes when you can.
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To nip this in the bud, let’s have a chat offline.
Use SEO to Manage Narratives
There are SEO tactics to help get negative content pushed off of the first page of search engines. Focus on:
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Regular, authoritative publication.
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Creating content for blogs and landing pages for keyword-optimized ranking.
Track Mentions with Tools
Reputation management software such as Brand24, Hootsuite, or Google Alerts can automatically alert you of mentions or reviews on various sites. These tools help you to get a jump on potential crises and keep tabs on public perceptions.
Get a Good Social Media Following
It is very important to have a strong social media followings.
Continue to be social in your online conversation. Be regular attention to post true human side of your brand, and work on personal interaction.
Excellent Reputation Management Practices
Starbucks
When Starbucks was accused of the way they treated a certain individual at a certain location, Starburcks addressed the situation immediately with great communication, transparency and a promise to train all store employees in diversity. They were on the offensive, taking charge of the crisis in a way that exhibited responsibility and compassion.
Zappos
Zappos is always great about responding to anything a customer has to say. Their focus on quick complaint resolution has made them a customer-friendly brand.
Tesla
Elon Musk and Tesla often use Twitter to talk directly to customers and supporters, answering questions, addressing complaints and responding to feedback. Active and real generate trust in the minds of those customers.
These companies understand what reputation management is in digital marketing and put it into action effectively.
Reputation Management as a Top Focus
The Power of Online Reputation
Building a strong online reputation is an essential part of business success.
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Enhanced Customer Retention And Brand Loyalty.
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Improved trust, hence greater conversion rates.
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“There will be higher job satisfaction of employees if the company image is stronger.”
Don’t leave your company’s reputation up to fate. It’s an investment in your brand’s future that’s smart to do before it goes bad.
Get Your Brand Reputation Under Control Now
What is reputation management in digital marketing if not the act of building trust through every online touchpoint?
Reputation management is a digital marketing staple. From watching reviews, to maintaining an active presence in social media, everything you do should be in the service of presenting your brand in the best light possible.
Keen to up your game when it comes to reputation management? Get to know the best tools and best practices starting today.
You can learn more: What Is Search Engine Reputation Management
