Reputation Marketing … what are people saying about your company?
It’s not just about what your company says or does. It’s about what your audience is saying about you. Never before has reputation played such a powerful role in company and product positioning.
With the advent of digital and social marketing channels, marketing as a whole has been fundamentally changed— with customers and companies interacting on an unprecedented level. In most cases, customers have more control than ever before.
Marketing is about having conversations
Marketing is now about having a two-way conversation with clients. One directional advertising methods like commercials and ads that involve pushing a message out are, by themselves, stale and impersonal. To effectively build brand, social media is crucial.
The high interaction level of social media venues like Twitter and Facebook have allowed even big name brands to connect with crowds at a level of intimacy that can at once be very powerful and also downright risky. One bad review or snide comment can start a firestorm that takes laser precision tactics to correct.
“Never underestimate the power of an irate customer”
So many factors are involved with reputation management, including:
- Online reviews & crowdsourcing – Feedback on online bulletin boards, retail sites, flash deal sites, and other platforms. Web-based crowdsourcing, including social bookmarking (a collaborative resource), is emerging as very influential in its own right.
- Online ratings – Dedicated review sites and apps including local, retail and niche interest sites where people rate and leave feedback about your products, services, and company.
- Search engines – Whether or not you show up on Google Places and on the first page of organic results makes all the difference in the world. If you don’t show up, you don’t exist.
- Word of mouth – Traditional “buzz” of everyone talking about you. However, in today’s world, the conversation is carried out in many ways including apps, reviews, social posts, etc.
- News & Blogs – Whether in print, broadcast or online, people still read the news and form opinions.
- Social activity – Once limited to formal meetings or casual gatherings, social activity now includes what you LIKED or COMMENTED on in Facebook or what you RETWEETED on Twitter.
All of the above affect the all-important psychological reaction to your brand. Building reputation, maintaining reputation, and recovering reputation are complex tasks. Fortunately, a big part of reputation can be managed online and monitored using search engine results. After all, what is the first thing we ourselves do when looking for more information about a new company, product, service or even acquaintance? We “Google” them. Your prospects and clients do the same.
Search engines know your business well
If a search on your business yields zero results, this absence of presence might be interpreted as your company being new and inexperienced, even if you are a leader in your industry. On the other hand, even if you manage to pull up page after page of search results, these results might paint a negative story. It may be related to problems you thought were laid to rest long ago, like a dissatisfied customer who never received a refund. Just as in our personal life, past problems can haunt you online in the form of negative blog posts, forum posts, and ratings.
Our NJ marketing consultants tackle the business of your business reputation in two concrete ways. First, we can help you build your new company’s reputation—a positive one. Next, with reputation marketing services, we execute proactive reputation building with thorough image-building to fill in any “blanks.”