Analyze Your Internet Presence
First of all, it is necessary to identify which are the channels where your company is quoted. Is it on forums? On blogs? On a social network? Twitter? Linkedin? This refinement allows you to better focus your efforts in the right place and perform a more efficient search. Then you need to know who is talking about you on the web. It could be influencers , competing companies, or customers. Finally, you must of course analyze what Internet users say about you on the web. Do not forget to do the same research work on your competitors to have a clear image of your sector and better situate your e-reputation .
DO AN AUDIT OF YOUR ORM SERVICES, LOCATE YOUR POSITION
Beyond social networks, study what people say about you on search engines. By typing in the name of your business, you will get the search results people see about you. A tip: look at the “News” tab to see if you are being quoted in blogs for example. The web is full of information.
Also remember to do research on platforms where a lot of reviews appear. They participate greatly in the purchasing decisions of consumers. A true source of information, they can give you insight into what the majority of people think about you. According to Bright Local, 72% of consumers take an action after reading a positive review, so it is better to monitor and control them.
After having collected all this content, analyze the publications that speak about you by identifying the sources and the intonation used towards you. Is it positive? Neutral? Negative? The idea is to find out if the web cosmos thinks highly of you.
Finally, draw the conclusions of your audit by asking yourself the right questions. Who is talking about you? On which channels mainly? Why ? Is it positive? Are you easy to find and well positioned? In short, is your business well regarded on the Internet?
Establish Your Online Reputation Strategy
To carry out this process, many tools exist. Some are free like Google Alerts which is a good reputation management tool . This tool is widely used, but free tools are not a substitute for paid software. These are specialized and have many powerful features for your e-reputation . When you have your tools, you will need to set goals.
Analyzing the data may be enough to give you some clues. This can be the focus of negative customer reviews on a particular product or on your after-sales service. Sometimes, some businesses just don’t realize they aren’t communicating enough. As a result, the volume of interactions dealing with their brand is very low. A watch thus makes it possible to take a step back on its online communication and can allow a company to identify its points of improvement. In summary, identify your weak points. Your main goal may be to focus on SEO or your Twitter presence. Obviously all the elements need to be addressed. Nevertheless, we have to establish priorities. When you have identified your main areas of work,
How To Use SEO For Your Online Reputation?
Identify the queries that bring up results showing a negative image of your business. Then publish optimized content with the techniques illustrated above targeting these same requests to overcome these negative results and master what Internet users will read about your business. The goal is to put negative elements on the second page and replace them with new content.
Always Keep In Touch With The Customer
Obtaining a good long-term reputation comes unsurprisingly through customer relations . Indeed, do not focus on negative reviews or fake reviews . For negative reviews, always be self-contained and courteous. There is no point in trying to remove them. On the contrary, you have to respond to reviews in a positive way. On the one hand, it proves the interest you have in your customers. On the other hand, it defuses crises and responds to the basic problem raised by the negative opinion. If a customer complains about a product, what is your response? Are you going to ignore it? The best thing to do is to respond constructively. This is also intended to reassure future customers who read this conversation.
Regarding fake reviews this is another approach. If the latter have no basis or are gratuitous attacks, we must react. The removal of this type of review by Google or review platforms like TripAdvisor is possible. However, you will have to prove the abusive nature of the notice in question.
Involve All Of The Company’s Stakeholders
Finally, for all this work to be effective, it is necessary to involve everyone. Indeed, at each level of the company work on reputation must be carried out. First and foremost, this requires efforts to educate your employees and collaborators about the strategic importance of reputation. Finally, you too must make the effort to bond with everyone. This will improve your reputation internally and with your suppliers and partners. Finally, the last element is the customer who should never leave an interaction with you being dissatisfied.
Concretely, you must keep good relations with your suppliers and partners. They will thus convey a positive image of your business. Likewise, if you treat your employees well, it will have positive consequences. Improve their working conditions, ensure cohesion within the group, organize seminars and afterwork. Ideas are not lacking.