People only resort to reputation management when they need, and when they do, it usually is in ruins. A negative review or a negative blog on your business can hurt it immeasurably. But there are ways to avoid such a situation. The world is dominated by online businesses that are physically faceless, but despite having no physical presence, it all comes down to online reputation.
If you’re a small business owner, you must be familiar with the concept of online reputation. People who own brick-and-mortar businesses are aware of how much each customer’s opinion matters. But your online reputation is something that you can’t ignore or take lightly. So, the big question is, how do you successfully build your online reputation, to become a leader in online businesses.
Content is king
First things first – not all content is created equal. You need to understand that there is good content, and then there is bad content. Gone are the days where you can just play a catchy jingle to attract customers. Today, it’s all about storytelling; it’s how you communicate your values, and your mission in the most simplistic yet unique way.
Even customers expect a certain level of effort to be put in the content they’re reading – especially if the purpose of the content is to take money out of their pockets. But here comes the irony: content created with the hope that it will help convert the customer is usually the least effective in doing. On the other hand, content created without pitches usually gets the job done.
Although there are several ways of writing online content, one is considered evergreen having stood the test of time: blogging. Believe it or not, some of the most well-established brands in the digital marketing arena religiously put up engaging content as blogs. A blog isn’t just user- and customer-friendly, it also works well with search engines, giving the limelight to your content.
Influence over social media
Everyone is trying to be an “influencer” on Instagram, Snapchat, or Facebook. Why? Because it helps pave the way for their brand’s recognition. Multinational corporation owners are always active on social media – take Elon Musk, for example. He caught the attention of millions of people when he named his newborn daughter X Æ A-12; this isn’t something you see on social media every day.
Business owners who stay active in social media are, in a way, connected with their customers. Although the connection is one way – only the customers get to know what’s happening in their lives – it gives them the psychological assurance that they “know” the people they’re giving their money to, giving them all the more reason to keep on doing business with them.
Capitalizing on PR coverage
Most companies never share their achievements or awards with the public. It’s not every day that you’re recognized as a market disruptor or industry leader. This is where your PR skills come into play. If you award your employees with gifts, incentives or their benefits then always publicize this. If your business is given the Best Performing Company of the Year award by some organization, cover the event properly covered and report it in a PR blog.
Most companies ignore the need for allocating PR resources; this does them more damage than they can imagine. With proper PR coverage you not only have customers striking a path towards you, but you can have your pick of market-leading professionals clamoring to work for you. They’d like to ride the bandwagon and enjoy the limelight your company is already offering.