How to improve business reputation on the Internet
How the brand reputation is formed
According to a study conducted in 2018, negative information about a company can alienate 94% of potential customers from the brand on the network. To manage reputation on the web and in search engines, a separate marketing direction has been created — Search Engine Reputation Management (SERM).
The positive reputation of the brand is based on the brand authority, high-quality, diverse content, and good references or reviews on the site. The reputation of the company can be formed both naturally and through a PR campaign — either own or aimed at forming a negative opinion about a competitor's brand.
It's preferable to start managing your online reputation from the moment you set up a business; otherwise, if there is a lot of negative about the company on the Internet, this can be a more time-consuming task.
Ways to monitor brand reputation on the Internet
How to check brand popularity
Comparison of brand popularity by region:
Checking brand mentions in social networks
To use the service, you need to create a new alert and configure the delivery of messages about the appearance of publications. We will add the desired brand, indicate the frequency of sending, and add the e-mail to which notifications will be sent:
Monitoring publications on certain topics
How to increase reputation on the network
Creating and posting content with positive brand information
To improve their reputation, they post positive reviews and comments about the company on various reviews sites, thematic blogs and forums, and social networks.
At the same time, they often use hidden marketing — presenting information in such a way that the target audience does not perceive it as advertising material. This method is often used in collaboration with popular bloggers who demonstrate positive qualities and features of using the necessary products or services.
For positive feedback, an official response is posted with thanks to the author of the comment.
Work with search results
When such information appears, it is necessary to ensure that such pages are replaced by new brand reviews in a positive manner. Neutral posts or informational noise can also be added to scatter users' attention.
You can also use contextual advertising to issue preferred links on the list of necessary queries related to the brand.
Operational response to negative reviews
It is important to solve customer problems quickly, apologize on behalf of the brand if the company is objectively to blame for the user's difficulty:
In case of the appearance of ordered negative information, it is necessary to contact the administrators of the resources on which it is posted, with the requirement of deletion.
Increasing brand authority and relevance
The most significant effect is exerted by indexed links to the resource from reputable sites. However, even if there is no link, the mention of the brand in the text is also taken into account. Therefore, you can increase brand authority by ordering a paid PR article in an influential publication.
Also, a positive factor is a network search using the company name. Many of these user requests become a signal to the search engine, indicating the popularity of the brand.
In addition to credibility, the brand must be relevant to the needs of the target audience. You need to track all the latest trends, find new free niches, and post relevant content. Content should contribute to the long-term retention of the client on the site, motivate him to subscribe to the newsletter or repost. Such customer actions have a positive effect on search engine rankings.
Work on the brand in social networks
On YouTube, to create a company's reputation, you can launch a channel with useful educational or entertaining content, depending on the niche:
Working with company personnel
- create a brand page on popular job resources, create attractive job offers there;
- to promote a high corporate culture within the team and respectful attitude of employees to each other;
- correctly execute the process of dismissal of incompetent employees;
- when employees leave the company, at their own request, provide positive recommendations to specialists with a request to write a positive review to the employer on the network.
Working with the media
It's also worth creating a thematic blog, actively responding to user comments and questions:
Starting a PR campaign to promote a brand
There may be such options for target audiences: customers, business partners, investors, staff, etc. An important factor for the success of a PR campaign is the right choice of the target audience and the channels that cause its greatest response.
To improve your reputation, you can use these methods:
- post positive reviews and reviews about the brand on various popular resources;
- oust the negative about the company from the TOP-10 of search results;
- quickly respond to negative reviews, if necessary, apologize or ask administrators to delete the information;
- increase the level of authority of the company;
- promote companies on social networks;
- work with company personnel;
- collaborate with the media;
- launch a professional PR campaign to improve the reputation of a business on the network.
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