The Internet can be a powerful source of customers, leading to the emergence of many new commercial sites of various types – from business cards with up to a dozen pages to online stores with thousands of merchandise.
Online Reputation Management
Shortly after the launch of the site, its owner arises the need to solve such an important task, such as attracting visitors and bringing information about their products and services to potential customers. Because the goods or services offered by the company are in most cases associated with a particular brand or brand, entrepreneurs need to manage their online reputation.
ORM (Online Reputation Management) – Often this acronym is used to refer to a term, or “online reputation management”.
Why should Internet reputation be managed?
Most often, ORM means dealing with customer reviews, which can be both positive and negative. And if we talk about negative reviews, they can often be custom-made, i.e. paid by competitors. Because many consumers, before purchasing a product or service, seek information from those who have already had experience with the company, reputation protection plays an important role.
Also, a good reputation on the Internet is important for purposes such as:
Increase sales at the expense of customers in the decision-making stage;
Attracting attention to the company and promoting the brand;
Fighting negative opinions that can have a devastating effect on the company’s prospects on the Internet;
Increasing the loyalty of existing customers;
Creating effective customer feedback;
Avoiding reputation risks by responding quickly to customer problems or negative feedback;
Formation of competitive advantage as a high level of trust by the audience;
Stages of work on building a reputation on the Internet
As in the case of any other strategic task, the ORM complex can be divided into several stages:
Monitoring. Analysis of the current status of the company’s reputation on the Internet, assessment of possible risks and areas of work;
Strategy formation. Forecast of the resources needed to counteract the negative, provide feedback, and generate positive information;
Working with news information. Generation of positive information and suppression of negative for different platforms;
A complex of SEO activities aimed at the gradual displacement of the pages from search results for negative information sources and their replacement with positive ones.
Analysis. Evaluation of work results, analysis of changes and adjustment of the strategy for further actions.
In general, ORM, or online reputation management, can be called a promising area of work and an important part of the package of measures in today’s online marketing strategy. Also, whether you have a large business or a small startup, working with reviews and improving your brand reputation on the Internet can be a very effective tool for business growth and development.