Sawaram Suthar is CMO at Acquire, and also a founder of Jagat Media, a digital marketing agency. A digital marketing consultant, he has experience in things including branding, promotions and page optimization, along with research and strategy. He has an MBA from the University of Pune. Anyone can find him on @sawarams.
The whole world has gone online, and so did the businesses. Almost every firm has their own website and gets themselves listed in numerous online directories. But, an effective online presence isn’t just about putting up a website and a number of social networking accounts. There’s a factor called ‘online reputation’, which defines your overall online presence.
Managing your reputation online is a crucial area for business today, as it affects your business directly. It involves methods, like social listening, to understand what people think about their brands and take proactive roles.
Therefore, having an ORM (Online Reputation Management) strategy in place, allows businesses to look through a digital window, which evinces the avenues to improve and grow.
1. Showcase your Business Effectively in the Web World:
Online presence has become inevitable today, for businesses of all kinds and sizes. There are numerous of variegated channels online that people utilize to learn and review about brands, every day. Thus, it forms an effective platform to showcase your business.
You need to consider amassing online reputation, as you broadcast your business, over the internet. You know why it is?
People just Google it.
Prospective customers always want to do a research about which they’re buying from and their credibility, before making a purchase. They make decisions, based on the reviews about your business that stays online. Therefore, your reputation will help you achieve a sale.
- Customers are online, even if your business isn’t
Prospective customers, do search you online, even if your business is functioning totally offline. Therefore, you might lose a potential customer, just because they found no results about your business, online.
2. Avail Valuable Online Insights about your Business:
Almost every endeavor done online is measurable, such as marketing and ad campaigns, consumers’ online behavior, etc. These data act as valuable insights for various analytics. Correspondingly, enhanced reputation can optimize these data to elevate your business, by:
- Improving your outreach
The success of your online campaigns is vastly affected by your online reputation, which pretty much sums up your reach. Thereby, better reputation can fetch your wider reach.
3. Knowing required changes:
On gathering and comprehending the online reviews on your brand, you can come to know how your customers ideate your product/service. This way, you can deduce, what most bothers them about your business; and the areas you need to improve.
- Counteracting negative reviews
You might have spent years to conceptualize and build your brand. But, the negative reviews can collapse your brand, in a very shorter span, regardless of all that. Hence, it’s crucially important to counteract them instantly. These insights are helpful in locating and addressing the negative reviews.
4. Respond to your Customers:
One of the biggest turnaround that internet brought-in is, in the way that businesses communicate with their customers. It enticed an individualistic approach, through which firms can respond to their customers directly. Your online reputation enhances your rapport with the customers, in further.
Posting reviews empower people to share their customer experience. Directionally, it becomes crucial for brands, to respond to all of those comments and reviews. Customers feel revered when their views are authentically responded.
- Negative reviews:
Responding to negative reviews is crucial for mitigating the reputation damage. It also extends a chance to prevent the trouble in future that has happened now. While confronting negative reviews:
- Apologize for the bad experience.
- Give away contact info and obligate them to get in touch.
- Assure that it won’t happen in the future.
- Positive reviews:
Most people ignore positive reviews, as they’re busy tracking down the negative ones. But actually, responding to the positive reviews is equally important. It strengthens the rapport and also instigates a brand following. While addressing positive reviews:
- Thank them for their comments.
- Ask how you can further improve their experience.
- Recommend future promotions and obligate them to be connected.
5. Heighten your Sales - Effective ROI:
Revenue of a business is directly proportional to the sales; more the sales, more the revenue. Without revenue, no firm can withstand for so long. Thus, the sales numbers can be unhesitatingly considered as the lifeblood of any business.
So, how does your online reputation helps in flourishing the sales?
- Improved conversion rates:
People make purchase decisions, based on the online reviews. Therefore, your positive reviews can potentially influence their purchasing decisions.It obviously affirms the prospect to customer conversion. Thus, your reputation sells.
- Effective ROI:
Your reputation, in turn, paves a definitive path towards achieving ROI (Return on Investment), as it heightens the sales. Effective returns simply imply improved sustainability of your business that ensures longstanding success.
6. Anticipate Enhanced Brand Loyalty by Scaling Online Presence:
Do you know? Brand loyalty and customer retention, are the ultimate outcome of online reputation that everyone foresees. Of late, there prevails a delirious competition among brands. As a result, consumers are very much susceptible of flipping brands.
Thus, brand loyalty has become one of the most difficult assets, a business could attain. However, with an intensified online reputation, you can realize loyal following, by:
- Consistently keeping in touch the customers.
- Asking the customers’ opinions and suggestions, on your business and your future endeavors.
- Giving them a reason to come back.
- Keeping a close eye on their behavioral data, and provide suggestive offers.
All these factors let them know that they’re so important for your business. And obviously, help you prevent them from going to your competitor.
7. Improve your Recruitment with Prudent Online Reputation:
Recruitment is fundamentally important for any venture. The quality of a venture vastly depends on the quality of the employees, working there. There have been instances, where businesses were shut down just due to the blunders of its employees.
But, mostly the recruitment process doesn’t go well, due to lack of qualified candidates, interested in joining your concern. Your online reputation can help a lot, in this aspect. With an effective online presence:
- The vision and mission of your business are clearly broadcasted.
- Best side of your business and its achievements are portrayed.
- People can infer your business’ potential for success.
Just like your prospects, candidates also research your venture online. When these things are clearly put up, they can envision what kind of growth they’ll have, working with you. They can even decide, whether their goals orient to yours. Eventually, you will have relevant candidates approaching you.
Thus, more your venture proclaims credibility online, more relevant people will want to work for you. Thus your recruitment process is improved both qualitatively and quantitatively.
On the whole, through an efficient online reputation, you can build utmost credibility and trust for your brand. With heightened reputation, you can fetch a good perception from your prospective and already existing customers. And it ultimately results in increased sales and revenue. Thus, maintaining your reputation on the internet acquire a fundamental importance, for your growth and sustainability.
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