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What is reputation management?Growing your business with reputation management Historically, reputation was largely formed by word of mouth communication. Today, reputation has its roots firmly grounded in Google searches, online reviews, and social mentions.
With the vast majority of purchase decisions now happening online, the state of your business’s reputation can make or break you in the modern digital climate. Actively cultivating and managing a positive reputation helps businesses compete, succeed and better focus on what they do best.
Reputation management overview
Online reputation management is the act of monitoring, influencing, growing, and managing what’s being said about a business or person online. However, maintaining a positive online reputation is more essential and challenging than ever. This is due to the ever-increasing volume of activity on a wide variety of review websites, social media platforms, online forums, and other digital channels.
Consumers are now the ones who sculpt a company’s reputation collectively by providing real-time feedback online. This shift to consumer-generated content, plus the ever-increasing level of transparency that’s expected of businesses today makes it essential to monitor and actively manage your company’s reputation on a minute-to-minute basis.
Reputation management is typically part of a greater digital marketing strategy that works in sync with other elements of the local marketing stack. Complementary pieces of reputation management include review management, business listings, digital advertising, social media management, and SEO.
Why is reputation management important?
People (at least 88% of them1 ) read reviews before they make a decision to purchase anything. It’s the pivotal step of the modern customer journey, and without a positive online reputation, people just won’t trust you enough to buy from you.
However, it takes time to build a positive reputation, which is why taking a proactive approach to reputation management is essential.
While it can take years to cultivate a healthy online reputation, it may only hours or minutes to undo all that work. Did you know that only 14% of consumers would consider purchasing from a business with a 1 or 2-star rating?
When negative reviews or comments happen online, it’s essential to be on top of them with an action plan of how to respond and handle that event.
What are the key elements of reputation management?
How reputation management works
Due to the volume of mentions that can happen across the thousands of review websites, social platforms, blogs, forums, and beyond, manually monitoring and managing your online reputation is nearly impossible.
Businesses can instead take advantage of solutions that automate the process and allow them to track everything from one platform.
There are many reputation management options out there for local businesses. Our advice for local businesses is to get reputation help from a trusted local digital marketing agency or media company. They’re most likely to have the solutions, expertise, and knowledge of your market and vertical to meet your needs.
On the flip side, for marketing agencies and media companies who want to offer reputation management solutions to local businesses, Vendasta’s white label reputation management software helps you provide what local businesses need, including:
- Correct their online listings
- Monitor online reviews
- Benchmark themselves to their competitors
- Respond easily to customer reviews with customizable templates
- Monitor employees’ social media activity
- Engage with customers through social networks
- Stay on top of new conversations with reports and alerts
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