The rise of digital and mobile has completely shifted the
online reputation management landscape. With the proliferation of social media
and online review sites, the consumer voice is amplified more than ever before.
It is important for businesses to invest in reputation monitoring and customer
service because one bad review, whether you’re a national or local brand, can
have a significant ripple effect on consumer perception.
Online reputation management is the process of influencing a
company or an individual’s reputation by controlling both positive and negative
information found online. It includes improving a business’ online perception
by suppressing or eliminating negative comments – whether it be an online
review on sites like Yelp, Google, or SiteJabber, or on social media sites like
Twitter or Facebook.
With 81% of shoppers conducting online research before
heading to a store, it’s clear that consumers are going online to vet local
businesses before making a purchase decision. On top of this, the majority of
shoppers now have their smartphones on them at all times and research indicates
that 46% of all shopping journeys contain a mobile search. Businesses that lack
online reputation management are at risk of losing business to competitors who
monitor and manage what is being said about them online.
Online reviews, especially positive ones, can also help your
business with local SEO. These reviews can help increase your business’s local
rankings on search engines and help your business show up higher in the search
results. By extension, positive reviews leading to high search result ranking
increases the number of clicks your business will get, which will ultimately
lead to more foot traffic.
Worldwide, $500 billion is spent per year on marketing, but only
$9 billion is spent on customer service. This large gap exists even though just
a 5% increase in customer retention can increase profits 25-90%. Customer
retention and advocacy begins with online reputation management and responding
to everything that is being said about your business online. According to
marketing and customer service expert, Jay Baer, one-third of customer
complaints are never answered and most of these take place online. “No answer
is in fact, an answer,” says Jay, “it’s answer that says we don’t care about
you or your feedback at all.” Knowing this, it’s important for companies to be
privy to what is being said about them online and to be sure to respond to each
and every review or message so that their reputation remains intact.
Building a positive online reputation may sound like a lot
of work, but every business should concentrate on a few impactful things to
start:
• Claim
and manage your local listings, as well as profiles on review sites and social
media.
• Start
monitoring your online reputation by looking at review sites and social media.
• Reply
to all reviews (both positive and negative) as well as complaints and questions
on social media.
• Ask
your loyal customers to leave positive reviews for your business on sites like
Google, Yelp, and Facebook.
• Collect
positive reviews and post them to high traffic sites.
If you aren’t managing your business listings while
monitoring and managing what is being said about your brand online, you are at
great risk of suffering the negative effects of a bad online reputation. Lack
of exposure, negative reviews, and conflicting or old business name, address
and phone number information online hurt your business.
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