Reputation Marketing

The term reputation management’ is one of the most misunderstood phrases with many businesses and brands associating it with crisis management. This misunderstanding has led to the term losing its intended meaning. This is why we now have developed “reputation marketing”.

The association of reputation management with crisis management arose because businesses and their brands have suffered because of negative online reviews. In light of this trend, business owners have felt desperate and victimized by forces beyond their control. Consequently, reputation managers offer desperate solutions to such people who feel the weight of negative reviews.The term reputation management’ is one of the most misunderstood phrases with many businesses and brands associating it with crisis management. This misunderstanding has led to the term losing its intended meaning. This is why we now have developed “reputation marketing”.

The association of reputation management with crisis management arose because businesses and their brands have suffered because of negative online reviews. In light of this trend, business owners have felt desperate and victimized by forces beyond their control. Consequently, reputation managers offer desperate solutions to such people who feel the weight of negative reviews.

The term reputation management’ is one of the most misunderstood phrases with many businesses and brands associating it with crisis management. This misunderstanding has led to the term losing its intended meaning. This is why we now have developed “reputation marketing”.

The association of reputation management with crisis management arose because businesses and their brands have suffered because of negative online reviews. In light of this trend, business owners have felt desperate and victimized by forces beyond their control. Consequently, reputation managers offer desperate solutions to such people who feel the weight of negative reviews.

Changes in how people understand reputation management, at a personal and professional level, is possible in a world where consumers have immediate and total access to venting their frustration with bad service or products that did not meet their expectation. Using Google to look up the meaning of “reputation management” and you will end up with results from SEO tacticians who will promise you five-star reviews from workers in the Philippines, legal action, and the suppression of legitimate content with new fake content. Using the Ray Donovan, fixer style of bolstering your online reputation.

Unlike what many people think, reputation management is much more than comments, mentions, recommendations, and reviews from online publishers and apps. This kind of management is the value center for businesses and brands. Online reputation acts as a major differentiator from competitors whether we are selling doodads in Dallas or applying for jobs in Jersey.

Fortunately, many businesses and brands are recognizing this fact. In other words, they recognize that their reputation either attracts businesses to their doors or diverts competitors away from them. The influence is incredible and here are 50 stats you should know about online reviews.

The business environment we live in today requires that we think of reputation management differently from how we see crisis management. The former should be seen as a constant and competitive driver of growth and prosperity in addition to being an agent for strategic change in a business. More so, we should think more about reputation marketing.

Shifting From Management to Marketing: Focusing On the Highest Impact

Think of your reputation and ask happy clients for reviews. You know the customers that are excited that they found your place and/or are frequent customers. Reputation is different, in that, a business’ reputation relies entirely on what others say or does not say about it. As you know, a customer’s voice is not something that you can manipulate, buy, or force into existence.

This is not a new concept. For decades, marketers have tried to leverage their customer’s word of mouth about their business with mixed success. What makes the difference, however, is the prevalence of word of mouth in the digital age where it is amplified a hundred-fold.

We are aware that you have heard the advice “You gotta be on social media! You gotta be on Google’s first page!” more than enough times. What you may not know is that this requirement goes beyond social media, search engines, or even SEO. Many online review sites among the Google, TripAdvisor, Yelp, Amazon, and Angie’s List among others have become beacons where consumers are seeking more information than they previously did. What is more interesting is that consumers tend to rely more on the opinion of fellow customers than they do on ads or expert writers.

Online reviews are, therefore, the most influential when it comes to consumer behaviors and beliefs. They determine more than just whether the business or brand will appear on search engines and social media. They ascertain the customer’s perception of a brand i.e. whether they are going to buy it or not. Therefore, if you are planning to work on your reputation management, you need to start with customer reviews. This is the only way you can realize the power of devoting your attention to this channel.

What Does Reputation Marketing Look Like for Assisted Living and How Do I Achieve It?

Customer reviews are the most powerful medium for creating and portraying a strong reputation for both businesses and brands. For that reason, we are going to focus on this area. However, the following three concepts also apply to other platforms such as online forums, social media mentions, and traditional press when it comes to reputation building.

1. Monitoring

2. Acquisition

3. Amplification

Monitoring: Knowing What Your Customer Are Saying About Your Business

Monitoring customers’ reviews largely depend on the size of the business with a large business or brand whose footprint stretches across dozens of online reviews being the most challenging. Contrary to what you might think, monitoring reviews for small business can also be tedious since it will involve an arduous manual process.

However, it is necessary that marketers and business owners take into account what is being said regarding their business if they want to remain competitive. You might wonder why this is so important. The intentions of many potential consumers’ are diverted by those reviews making them change their mind of doing business with you and they end up taking the business to your competitors.

If you are the type that does not care what potential customer encounter on review sites and have faith that you have enough “happy clients” who are putting a good word for you out there, or you just do not want to hear more about the power of customer reviews, well and good. This article may not be meant for you if this case. Instead, this article is for those who are concerned about customer reviews.

Technically speaking, you can make the review monitoring technique easy by relying on alerts and claiming your review listings from publisher sites that send them. Similarly, you can use automated solutions that send you to a centralized review i.e. a “command center.”

The point is that you need to monitor your reviews. Doing so maximizes every opportunity provided by this powerful medium giving us some level of influence over our customers. For instance, if we encounter a customer who goes ahead to post a review about a “terrible service” they received, we will not leave it hanging in public for long without responding to it, would we?

Instead, we will be swift in acknowledging the problem, apologizing for it occurring, and then promising to strive to improve our services. We would even go ahead to ask the client to recommend how he would wish to be served next time to make transaction better. The truth is, engaging an unhappy customer in most cases not only makes him change his opinion but also shows other people how much we care about the feelings of our clients.

Such a small exchange can be a huge step in building trust that could not have been built in any other way. It might look like the old-fashioned customer service but that kind of exchange lives in the memory of many people for a long time and it is especially important for acquiring and maintain clients in future.

Acquisition: Get More Reviews

One of the challenges that every business face is getting a positive online review. One of the joys that owners want is to have passionate and engaged customers that can give motivation and inspiration to them. But the reality is, it just stand in our way.

Even if customers are satisfied with your product, they seem to avoid writing those reviews. One of the reasons they give is that they didn’t think to do so. Buying the product and being satisfied with it, this distracts them from giving positive feedback. They are so engrossed with the satisfaction from the product that they forgot to do a review.

Another reason is that making a review is too much of a hassle. People tend to avoid extra work and making a review of the business is just extra work. Paying for the hassle of making a review is just a bad idea for the customers.

An obvious tactic to these objections is to simply ask, remind, and guide customers to make that review. That tactic is proven effective to acquire more feedback to the customers. Try that and you will realize why you were not doing that all along.

However, implementation is not easy. As marketers and business owners ourselves, it is the least of our concern to ask, remind, and guide customers. But there is something more to it: Businesses must still earn their reviews in the first place.

Because of that, a popular solution is to use automated review acquisition method that can give you a consistent feedback system. But this method is still not sufficient. The business must still do its part. The business must still provide a great product, to begin with. A customer must feel that the product is worth it. The product you must offer must be worth it for the customer to write a public review about.

A personal, well-timed, and genuine request to review your product from someone that has developed a mutual feeling with you and your product is still the most effective method for getting new reviews. But to make sure that the review making process is successful, make sure to be clear about the instructions, about what you’re asking. Make it easy as possible for the person to complete the review task.

Amplification: Use Your Reviews In Your Sales and Marketing Funnels

Even if online review sites is an important aspect in which customers discover and evaluate a product, the social aspect has a greater power over it. If customers will have to choose your product over the others, why? Because it’s better. How will they know that it is better? A strong social signal confirms that your product is better.

You can amplify that signal.

Testimonials might do the job. But unless your product influences them to a greater degree, then those testimonials seems fake to sharp customers. That all happened before.

A certain comment praising a product, a company, or even an individual. Without substance to that comment, it seems like it’s fabricated. No, it really is fabricated.

Third party sites that give only reviews are different. Whether a customer finds your product from a personal referral, a Google search, or just an ad, a product can gain enough credibility if a third party site gives them reviews that demonstrate real social proof of that product.

Amplification of that social signal depends greatly on the broader marketing mix that you do. If you have a marketing page on your website, then embed your reviews on your conversion pages. If you want to utilize the social media, use positive reviews to social media posts. If you use white papers, use reviews as part of your front page, or even in the back.

To sum it up: use your reviews.

Takeaways

In this age, reputation is the most valuable thing a product or brand could have. But many business owners have the mindset of managing their reputation if only problems tend to arise. Even if that is well and good, there should be an initiative coming from the business owners themselves.

Instead of managing the reputation when problems arise, business owners should seize the opportunity by using customers to build up a reputation. If we try to adjust our thinking, customers’ voices will become a marketing opportunity in building up reputation.

I am a digital marketer that got my start marketing my restaurant businesses in Costa Rica and San Juan del Sur, Nicaragua. I took my online marketing success and joined an elite online SEO Mastermind to learn SEO. These skills have allowed me to drive traffic and leads to my clients and other SEO’s websites. Now I am a digital nomad based out of Chandler, Arizona but spend much of my time in the Tropics.