In this digital age one of the main issues that can determine the success or failure of a business is online reputation. Potential customers increasingly prefer to first search for a business, a product or service online. Within the digital space there are numerous review platforms such as Yelp which provide vital information to inform the decision making of customers. Often only a business with a solid online reputation will attract more customers and sales.
In view of that any serious business needs to strive always to be seen in a good light. This is where Online Reputation Management (ORM) comes in. The service is generally provided by digital marketing companies and it serves the purpose of repairing a damaged online reputation of a business. The application of ORM involves an array of tactics and strategies such as social media marketing and business branding.
ORM is essential since it makes it possible to track and monitor what customers are saying about a business. Understanding the feelings of the customers towards a business provides a perfect opportunity for introducing vital changes for improving brand image.
If a business does not work to change a negative reputation about it then it is a guarantee that it will suffer from customers and potential profits loss. Consequently below are the revealing signs that a business needs to utilize online reputation management.
1. Low Ratings And Negative Reviews
As already said there is an array of popular review platforms such as Facebook, TripAdvisor, Google and Yelp. All these third-party review sites offer customers the necessary information that influences their decisions about which products to buy and businesses to buy from.
The number of potential customers who search for reviews online is estimated to be more than 50%. As well over 70% of potential customers are said to rely on online reviews when researching a product or a business.
Put succinctly if a business is suffering from low ratings and negative online reviews that should serve as a clear indication it needs ORM.
2. Low Rate Of Conversion
Sometimes determining the online reputation of a business can be really challenging. In such a case another way of gauging a reputation is by taking a look at the leads conversion rate of the business. In accessing leads conversion different vital metrics such as the sources of web traffic and page visits must be looked at.
Online marketing techniques such as Search Engine Optimization can significantly help in improving and maintaining the online visibility of any business. The techniques assist in creating awareness about a service or a product. Nonetheless online reputation plays a significant role in the conversion level of product or service interest and awareness into sales.
3. Unhappy Customers
A business that has a lot of unhappy customers usually suffers from a negative online reputation. Yet it is essential to remember that any business can have customers who are either disparagers or supporters.
As a consequence a business must find a way to classify customers appropriately. One of the tools usually used to categorize customers based on loyalty and satisfaction is the NPS (Net Promoter Score). The business tool may be used to ask customers about their level of happiness or satisfaction with a product or service on a 1-10 rating.
The simple truth when it comes to negative online reputation is that it is extremely difficult for it to disappear magically. Like with other problems this particular problem for many businesses needs solutions and tactics that are aggressive for delivering the much-needed reputation restoration.
For ensuring the business is safeguarded from the impact of negative customer reviews, reputation management should involve various best practices. Such practices may involve monitoring and reviewing online reviews, responding promptly to feedbacks, adding reviews on the website and encouraging happy clients to share feedback.