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Reputation management services are comprehensive, covering much more than crisis management or negative online reviews. They will analyze, establish, protect, and restore your brand’s image online through different strategies. These techniques can be used to manage a business’s image or personal brand. Allow us to show you how to get great reviews each and every week and grow your brand to attract many new clients.

What is reputation management?

Expanding your business with reputation management.

Historically, reputation was mainly formed by word of mouth communication. Today, reputation has its roots strongly grounded in Google searches, online reviews, and social mentions.

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With the wide majority of purchase decisions now happening online, the position of your business’s reputation will create or break you within the modern digital climate. Actively cultivating and managing a positive reputation helps businesses contend, succeed, and topmost on what they do best.

Reputation management overview

Online reputation management is the act of monitoring, influencing, growing, and managing what is being said regarding 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 currently the ones who shape 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 usually part of a greater digital marketing strategy that works in accordance with other elements of the local marketing stack. Corresponding 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 an important step in the modern customer journey, and without a positive online reputation, people exactly won’t trust you enough to buy from you.

However, it takes a longer period of time to build a positive reputation, which is why taking a proactive approach to reputation management is needed.

While it will 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.

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What are the key elements of reputation management?

Review Monitoring

The top websites for business reviews (platforms like Yelp, Facebook, and Google) are teeming with customer activity. Monitoring these and the many other review websites is an essential element of managing and maintaining a business’s reputation. Businesses that don’t monitor customer feedback on these and different crucial platforms might miss both positive feedback (missing marketing opportunities) and negative feedback (damage their reputation) from their customers.

Responding to Reviews

Responding to online reviews is another crucial piece of building a positive online presence. Businesses should respond to ALL reviews. It’s an easy way to engage with happy customers, which benefits both your brand identity and your one-to-one relationship with that customer. Plus, when it comes to negative reviews, you need to remember that you’re not just replying to just the one reviewer. You are speaking to everyone who reads this review, as well as potential future customers.

Social Monitoring

Social media monitoring provides a look at what your audience has to say about you, your competitors, and your market in general. Approximately 500 million Tweets sent per day and 68% of Instagram users engaging with brands commonly, there’s a lot of social activity online. Monitoring this activity helps you better understand your customers, and gives you insights to improve your marketing strategy, stay on top of trends, protect your brand, find leads, and build relationships.

Mention Monitoring

Brand-related mentions will happen in several areas online, including blogs, news websites, forums, listings, and more. With such a lot of activity happening online, tracking the full range of brand mentions across the web is a critical part of a comprehensive reputation management strategy. Without mentioning monitoring, companies miss out on key information that will help them keep track of what clients and customers are stating about their brand, their products, and what their competitors are up to.

Responding to Social Mentions

With all the work that business owners place into their company and digital presence, it makes no sense to ignore the important feedback and opportunities that happen at all times online. By monitoring social mentions, you now have the opportunity to engage with your followers, deepen relationships, and leverage existing conversation as marketing opportunities. On the other side, with the right approach to negative mentions (an apology and solution), a business could turn a disgruntled customer into a happy brand advocate.

Competitive Benchmarking

Keeping on top of your competition can be complex with the sheer magnitude of content businesses have all over the web. Competitive benchmarking may help you monitor your competition to show how your business stacks up. Competitive benchmarking helps you determine how you compare to competitors for local search terms. It can also help you track competitors’ social activity and provide insights on the best times to offer deals, share updates, and find out who’s checking in. In addition, it allows you to compare the most important social analytics for local businesses.

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 rather take advantage of solutions that  automate the process and permit them to track everything from one platform.

There are lots of reputation management choices out there for local businesses. Our advice for local businesses is to get reputation help within a trusted local digital marketing agency or media company. They’re most probably to have the solutions, expertise, and knowledge of your market and vertical to meet your needs.

On the other side, for marketing agencies and media companies who like to offer reputation management solutions to local businesses, Vendasta’s white-label reputation management software helps you provide what local businesses want, including:

  • Correct their online listings
  • Monitor online reviews
  • Benchmark themselves to their competitors
  • Respond quickly 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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