Online Reputation Management (ORM) refers to the process of monitoring and managing a company’s or an individual’s online reputation. ORM involves taking steps to make sure that a person’s or a brand’s online presence accurately reflects their values and identity. Also, any negative information is tackled timely in an effective manner.
An organization’s online reputation plays a crucial part in its success. Other than social media, review sites, and any other online portals, reputation management in online presence is equally important. In this blog, we’ll cover all aspects of online reputation management and why it’s important in marketing.
Why is ORM Important in Digital Marketing?
1. Brand Perception
In today’s digital era, customers first view a company’s online reputation in the first impression. Consumers are increasingly turning to the internet to research products and services before buying something.
If your business has a negative online reputation, potential leads may hesitate to trust your brand and services. Ultimately, there’s less chance of them getting converted into your purchasers. This will contribute to poor sales!
2. Search Engine Optimization (SEO)
Search Engines like Google and Bing take into consideration a company’s online reputation very seriously when determining search rankings. As you know, people don't want to move to the second or third page when searching for something.
A brand with a poor or negative online reputation faces poor search rankings. This makes it difficult for potential customers to find the company online. Good online reputation management increases your chances of getting ranked at the top.
3. Bad Reviews
In case your business has a poor online reputation management system, customers may leave bad reviews on your service page. We already know what a big turn-off bad reviews are for your next potential leads!
When searching for a brand online, consumers check out a company’s reviews and client testimonials very carefully. Past testimonies help them build trust in your brand. Imagine you got 2 out of 5! Now, you must have understood what impact this poor online reputation will leave on your business!
4. Customer Loyalty
ORM can help businesses build strong customer loyalty by addressing complaints and grievances in a timely and efficient manner. When customers feel they are being listened to and understood, they start to have more faith in your brand.
Gradually, they’re more prone to continue doing business with that particular start-up and recommend it to others. Increased referrals are the best way to build a strong online reputation.
5. Crisis Management
In today’s digital landscape, negative news, gossip, and rumors spread like fire. The presence of online platforms like the web and social media significantly contributes to it. Imagine you are facing a heavy backlash in your business because of decreased quality. Media and press releases will sooner or later bring it to the front page.
Effective online reputation management helps businesses quickly identify and address potential crises before they spiral out of control, minimizing the impact on the brand’s online reputation.
How Does ORM Work?
The first step in ORM is monitoring a business’s online presence. This involves tracking mentions of the brand on social media portals, review sites, and other online platforms. By monitoring online conversations, businesses can identify potential issues or negative sentiments early on and take action to address them.
Once you’ve identified potential issues or negative sentiments, the next step is analyzing the data to determine the scope and severity of the problem. The process involves looking at the volume and tone of the online conversations, as well as the sources of the negative sentiment.
3. Strategy Development
Once a business has identified the scope and severity of the problem, the next step is to develop a master plan or strategy to address it. This may involve responding to negative comments and reviews, reaching out to dissatisfied customers to handle their grievances, or launching a PR campaign to counter negative sentiment.
The next step in ORM is implementing the selected strategy. This might involve responding to negative reviews or comments, creating fresh content to counter negative sentiment, or engaging with customers to address their concerns.
5. Monitoring and Evaluation
The final step in ORM is monitoring and evaluating the effectiveness of the chosen strategy. This involves tracking changes in online sentiment and measuring the impact of the ORM efforts on the business’s overall online reputation.
What are the Tips for Effective ORM
1. A Quick Act
In the digital landscape, negative sentiments spread quickly online. Thus, it is necessary to address any issues or complaints as soon as possible. The goal for the same is to prevent them from spiraling out of control.
You know that customers appreciate honesty and integrity. Be transparent and open about any issues and negative feedback and provide a clear game plan to address them.
3. Active Listening
This helps build trust with customers and shows that the business values their opinions.
4. Active Engagement with Customers
Engage with customers on social media platforms or the web to build good client relationships and show that your business is accessible and responsible for all their needs.
5. Monitoring Online Conversations
Regularly monitor online conversations about the brand to stay informed about customer sentiment and potential issues. This ultimately will help you address concerns early and prevent them from escalating further.
6. Using Social Listening Tools
Social listening tools help monitor online conversations about the brand more efficiently. These provide insights into customer sentiment and identify potential issues before they become major problems.
7. Respond to Negative Feedback
Responding to negative feedback in a timely and respectful manner can help address customer concerns and prevent negative sentiment from spreading. Even if the issue can’t be resolved, acknowledging the feedback and providing a clear plan for handling it can go a long way in building customer trust.
We understood what online reputation management is and how helpful it is to maintain a brand’s online reputation. ORM is a critical aspect of digital marketing and can have a significant impact on your success. By following the best ORM practices, you can develop a strong marketing strategy and thrive longer in the PR industry.