The basics of online reputation management

In today's digital age, a strong online presence and reputation are essential for businesses to thrive. Your brand's image is shaped by how you are perceived online, making Online Reputation Management (ORM) a crucial aspect of modern business strategy. 

In this guide, we'll delve into the fundamentals of ORM, its importance, and how it impacts local businesses in the trade services and professional industries.

What is online reputation management?

Online Reputation Management is the process of monitoring, influencing, and controlling your brand's perception on the internet.

It involves managing reviews, comments, and online mentions to maintain a positive brand image.

A positive online reputation enhances credibility and trust, while negative feedback can harm your brand's reputation.

How to manage your online reputation

1. Leverage the power of social proof 

By definition, social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behaviour for a given situation. In essence, it's the notion that, since others are doing it, I should be doing it, too.

Customer reviews are virtual social proof, and they play a pivotal role in shaping perceptions about a brand's quality, reliability, and customer service.

For instance, in the trade services industry, a plumbing company with 4.7 stars from 200 people is likely to attract more attention than a plumber with 4.9 stars from 3 customers. 

Positive reviews act as virtual word-of-mouth referrals.

Similarly, an accountant with positive testimonials and case studies on their website can establish itself as a reputable and trustworthy entity in the finance field.

Software companies like betterbunch can help local businesses attract reviews. Take a quick look at how betterbunch works.

2. Actively manage negative feedback

Negative reviews and feedback are a part of doing business—you can’t please everyone.

But don’t be too worried; if handled well, negative feedback can be used as an opportunity to enhance your brand's image.

Remember to respond promptly and professionally to negative reviews, addressing the concerns raised and offering a resolution. Check out our guide with helpful tips and inspiration on how to respond to negative reviews. 

A great example of using making lemonade from lemons (or a great marketing campaign from a negative reputation scare) is One NZ’s ‘We’re not perfect’ advert.

3. Create and promote positive content

The most obvious way to enhance your online reputation is to create and promote positive content that bolsters your brand's online reputation. Share success stories, case studies, and client testimonials on your website and social media platforms.

For trades, showcasing before-and-after images of a kitchen renovation can highlight your craftsmanship and attention to detail. Or an accountant may host free online webinars that position their firm as an authoritative source.

4. Take advantage of social media's free reach 

Social media offers the opportunity to shape and influence your brand's online reputation. Sites like Facebook, Instagram, Twitter and YouTube all offer paid advertising and enhancements, but if you put some time into it, you can also leverage the power of free marketing through these sites too. How? 

• Consistently engage with your audience on social media to build a strong online presence. Like, comment and share posts related to your industry. 
• Follow and interact with other users and businesses that relate to and complement your service. For example, an electrician may follow an architect, electrical supplier, property developers, and their local business networking groups. 
• Create and post fun and interesting videos of your team at work, or share DIY home improvement tips that engage and educate your audience.
• Write value-driven articles, share them on your platforms and encourage participation in discussions to showcase expertise.

5. Actively monitor and engage online 

We can’t emphasise this enough. Managing your online presence requires continuous monitoring and activity. A ‘set and forget’ approach is not enough in today's digital age. 

Regularly monitor online mentions, reviews, and social media interactions. Utilise tools such as betterbunch to attract and track sentiment and gather insights on customer opinions.

Key takeaways 

• Online Reputation Management (ORM) is vital for shaping a positive brand image online.
• Customer reviews have a significant impact on brand perception.
• Responding professionally to negative feedback can turn a potential setback into a chance to showcase exceptional customer service.
• Sharing positive content and success stories and engaging on social media enhances your brand's online presence.
• Consistently monitor and optimise your ORM strategies.

In conclusion

Online Reputation Management is a dynamic process that requires ongoing attention. A positive online reputation enhances your brand's image, fosters trust, and opens doors to new opportunities.

By embracing ORM strategies and leveraging the power of reviews, positive content, social media, and a bit of time, you can shape your brand's destiny in today's digital landscape.