Have you ever scrolled through social media to check out a brand's page before making a purchase? Or perhaps you check the online reviews on multiple platforms to see what other customers say about a company before deciding whether or not to trust them?
If yes, you're not alone! In today's digital age, the way we judge a brand's reputation has evolved significantly. Gone are the days of simply managing a few reviews and controlling information online to improve a company's reputation.
Nowadays, brands are using a variety of modern tactics to engage with their audience and win their trust.
But what exactly are these modern approaches to improving a brand's online reputation?
In this blog, we'll discuss 10 tactics big brands use to boost their online reputation. And with the right strategy, these tactics can help any brand improve its reputation and increase its customer base in 2023.
So, if you want to boost your brand's reputation online, keep reading!
Modern Ways To Maximize Online Brand Reputation
Online reputation protection has multiple moving parts that can quickly become distracting. That's why it is critical to determine your objective and focus on your plan to achieve it first.
A new brand, for example, should prioritize developing an online business presence, whereas an older one should prioritize maintaining and strengthening its online presence.
There is no quick fix. But it should be accomplished gradually and progressively by producing valuable content, enhancing your PR approach, and boosting customer service and relations. Also, while developing the plan, you need to manage your resources as these may quickly become pricey. However, making a timetable based on your key actions can assist you in developing a plan.
Let's have a look at the different modern ways how to maximize your brand reputation online:
1. Use SEO To Your Advantage :
Nowadays, we notice that whenever we search for any service or product related to any niche, we trust those brands constantly showing up on search engines in organic results. The basic belief is that the higher the ranking, the better the goods or services are.
With a strong SEO strategy, creating and optimizing content for the specific requirements of your target niche audience can improve its ranking for multiple keywords and increase trust among your audience within the industry.
As a result, your brand can appear on results pages of search engines like Google, Bing, Yahoo, etc., when a user searches for terms related to its products, services, or brand. Therefore, companies are establishing a strong online presence and dominance and keeping rankings on various industry keywords.
For example, Amazon: A well-known brand - when you purchase any product online, amazon is almost first for every query because of its strong SEO Strategy and presence.
It has reached that stage in terms of the trust that people directly search for their brand name for almost every purchase.
2. Focus On Brand Mentions:
Your brand's reputation is impacted by how people talk about it online.
But what if someone most famous in your industry mentions your brand name in his blogs or social media profiles? Or what if bigger brands or specialists talk about your brand on social media and other online platforms? It will make a positive impact on your brand and audience.
However, if your brand is being discussed negatively because of any issues, it could create long-term damage to your brand name.
Nowadays, people are using this technique to gain the attention and trust of their audience. That's why there is a need to track the brand mentions to improve brand reputation; that can be done as follows:
Reviews And Feedback:
You can immediately respond by tracking any review or feedback that mentions your brand name. It can even channel people to adore you for being an active, ready-to-act brand.
Identify And Handle Negative Mentions:
Tracking brand mentions can help you rapidly identify negative reviews about your business. You can respond quickly to that review, helping you neutralize the damage it can cause to your reputation.
3. Engage With Your Audience
Engaging with your audience is a powerful way for brands to improve their reputation online, and one well-known example of this is Elon Musk, the CEO of Tesla. Known for his bold statements and active presence on social media, Musk has successfully used engagement to build a strong brand reputation for Tesla.
One key way in which Musk engages with his audience is by maintaining a consistent tone of voice when responding to comments and discussions about Tesla.
By always responding professionally and measuredly, Musk can control his brand's reputation and make adjustments that align with what consumers want to see. It's important to note maintaining a consistent tone in a brand's engagement is important, and it can be achieved by creating a regular tone guide for responses.
4. Leveraging Social Media Networks
Social media networks are crucial for developing and sustaining your online reputation and uniformity throughout your social media reputation management. It helps consumers find and remember you and conveys the impression that your brand is trustworthy.
By using social media to talk and communicate with your audience, being transparent and honest, showing your brand's personality, and showing that you care about your customers, you can build a positive reputation for your brand. Additionally, educating your audience about your products and using emotional marketing strategies can also help to improve customer trust and reputation.
This may imply using consistent colour schemes, logos, and layouts across your profiles. However, it also necessitates keeping your messaging constant and on brand. Furthermore, you should maintain consistency in your content on each social network. For example, you may apply the same filter or picture styles to Instagram photographs.
One example of a brand that has successfully used these strategies to improve its reputation is Patagonia.
They are known for their commitment to sustainability and environmental causes and consistently communicating these values through their social media and marketing efforts. They also frequently participate in community events, support local causes, and engage with customers through their social media accounts, showing that they care about their customers and the wider community.
5. Improve Customer Experience Online
"A happy customer makes a happy brand ." Nowadays, If a customer is displeased by any of your services or product, he would be sure to use digital platforms to express his displeasure to others about your brand, which could tarnish your brand's reputation. In that case, it's extremely important to satisfy your customer with your words or actions.
However, to make sure the situation of having an unhappy customer doesn't appear in the first place, you must work to improve your customer experience. Let's take a look at a few methods that can be used to improve customer experience online to protect your online reputation:
- Easy to navigate and faster website
- Make it easier to get in touch with you, with multiple ways of contact
- Be quick to respond to queries and complaints on different online channels
- Have a product return or replacement policy
- Provide good customer service
6. Encourage Positive Reviews
Negative reviews can break a brand; positive ones could build a castle. But let's be honest here. Getting a positive review from a very happy customer isn't easy. Most people are hesitant to leave reviews even if they have long been associated with a brand. However, if you address the seriousness of it and value their review added to your brand, most of them would do it.
You can also influence your customers by doing the following to gain a review from them:
- Send emails to your customers requesting reviews or sharing their experiences.
- Make it simple by clearly indicating where and how they can leave a review.
- Influence them with discounts or other special offers in exchange for a review.
- Respond to all reviews (positive and negative) so that customers believe their input is valued.
Nick Harley of Neverbounce shared with Databox that they reach out to customers via email, offering them gift cards to leave a review. They make it clear in the email about the incentives that help them to attract more respondents.
7. Address Negative Reviews And Comments
Managing negative reviews about your brand is crucial, as these remarks could harm your brand image and impact your ORM strategies. Although some of them could be fabricated, negative reviews based on genuine encounters, experiences, and views about your company should not be ignored. You should consider and work on them to improve your brand experience for genuine customers.
You can use the following ways to tackle negative comments about your brand.
- Be compassionate: Putting yourself in the customer's shoes would make you realize his view. Express that you feel his concern and will do your best to resolve it
- Apologize where needed: Genuine mistakes from the brand's end should be accepted. Acknowledging the mistake could make a positive impression on your client and avoid further chaos.
- Be solution oriented: If a legit customer is unhappy about your services or products, offer them a solution to fix the problem. It could be a replacement, refund, or further assistance, depending on the nature of your business.
- Take the conversation offline: If the problem cannot be resolved online, it is best to ask the customer for contact information and resolve it offline. Engaging in further dialogue could make the customer even more unhappy.
Customers who share negative comments about your brand online can become your greatest fan if handled correctly. Did you know? A user once posted a complaint online that he has been served less cold coffee than usual at a Starbucks store.
Starbucks responded promptly to this review and apologized for their poor experience. They further offered him a Starbucks coupon to express their regret. They even followed up with the concerned store to ensure other customers don't face the same problem in the future.
8. Using Influencer Marketing
Influencer marketing can be a powerful tool to manage online brand reputation for new and old businesses. New businesses could establish their reputation using influencers, whereas older businesses can use influencers to impact public opinion about their brand.
Influencers have a huge reach and following on social media channels. Using them to leave a positive message about your brand could establish you as a trustworthy and reputed business among their followers.
No wonder Nike is a major player in sports apparel. To increase its credibility and authority over its niche market, Nike collaborates with sportsmen and celebrities who have a strong following and impact on the common audience. By promoting their products with such influencers' help, they have established themselves as a reputable brand in the sportswear industry. Huge sales and growth are an added bonus with it.
9. Use Online Review Platforms
People refer to online review platforms to decide whether to engage with a brand or not. Having positive or negative citations on these sites could impact your online brand reputation accordingly. Keep an eye on these sites and take action to eliminate any negative and fake reviews about your business.
Here is a list of some well-known websites where you should consider keeping tabs on your company's customer opinions.
- Your Google Business Profile (GMB)
- Yellow Pages
- E-commerce sites like Amazon, eBay, Walmart, etc.
- Popular business directory sites
Read More: Guide To Improve Google My Business Rankings
10. Invest In Content Marketing/Blogging: -
The potential of great content to engage audiences, impact attitudes, and even influence purchase choices can always be seen. Content may help you establish authority and yourself as a thought leader in your sector when developed carefully.
Creating awesome content for your blog and high-authority sites will increase your impact and help you reach the top of Google's search results for your primary keywords. Every piece of high-quality content you publish will contribute to the growth of your page authority and brand visibility.
Example - Colgate
Colgate, a well-known manufacturer of oral hygiene products, uses its content to educate consumers and uphold the reputation of its brand. They create blogs and videos on oral and dental hygiene to offer their audience helpful information. They also work with dental specialists to exchange advice and instruct their customers. Due to this, they have gained a solid reputation in their field and among consumers as a trustworthy brand of oral products.
Tips To Gain The Trust Of Your Audience:
- Be available: on online platforms for your audience, i.e., customers are the king you should focus on.
- Be transparent and authentic: about your business, goals, and values and provide
- Provide value: by offering real solutions to their problems and helpful information in fusion with your experiences and knowledge.
- Start two-way communication: By practising proactive listening activities with the help of social media tools, surveys, and polls, analytics tools, engaging in online communities.
- Be consistent: in branding, voice, and messaging across all your channels.
- Communicate effectively: using easy, appropriate language as per region and effective ways to convey your messages.
- Act ethically: ensure your brand's actions align with ethical and moral standards and behave responsibly in that is consistent with your brand's message and values.
- Show your culture: via your employees' as their actions are more powerful than yours. Let them express your true culture and values on social platforms.
- Provide the best customer service offline and online: as per the thumb rule- the better you serve your customers, the happier they will be and trust in your brand.
Tips To Manage Your Brand Reputation Online
Set Up Google Alerts
Would you like to be notified whenever something related to your products, news, businesses, or even a personal name is published on the internet? Google Alerts is the solution to your problem that notifies you when specific terms appear online.
Google Alerts is a notification service that detects changes and lets you set up alerts to receive information. You can easily set up and edit these alerts, as all you need to get started is a Gmail account. Go to google.com/alerts – type in your specific topic – click "create an alert."
Use Chatbots & AI
Chatbots and AI can be an accurate strategy for businesses searching for the most effective tools for online reputation management. You can now use technology to track the customer's response across multiple platforms, such as online review sites, social media platforms, etc. As a result, a company can monitor customer posts to identify potential pain points.
You can also ensure effective customer service delivery with the help of chatbots and AI. Customers expect businesses to respond quickly to their inquiries and will complain if there are even minor delays. All this is detrimental to a company's reputation that can be effectively addressed by utilizing AI and chatbots.
Utilize Social Media Monitoring & Listening Tools
Using tools like Hootsuite, Mentionlytics, etc., you can keep track of your mentions on social media channels like Twitter, Facebook, Instagram, etc. It can help you to understand how people perceive your brand. You can develop a brand reputation management plan using the analytical data it provides based on the current social status of your brand.
Keep Up With The Latest Trends
Keeping up with the current industry trends shows you are a well-informed and knowledgeable brand. It can impact customers' hearts and mind building a positive brand image. Creating trendy social media content, sharing new information with your audience, improving your products and services with R&D, enhancing the consumer experience, etc., are some examples of staying relevant to new trends in your niche.
You can use several methods to catch up with the latest trends in your business niche-
- Following news and publications
- Monitoring social media trends
- Following competitors activities
Use Online Reputation Management Services
Managing your internet reputation is an ongoing process. Resolving one issue does not guarantee that it will be an easy sail in the future. You need to consistently research and monitor talks about your company to get a feel of where your image stands, stick to your plan, and act on comments.
To do that efficiently, you must invest in reputation management services by hiring an efficient ORM company like Rise Socially. The reputation management experts can assist you in managing your company's web presence to some level with past expertise in brand management, making the process easier and more efficient.