If we look at the term “reputation management’, it will
become pretty obvious that this term doesn’t have great reputation among the
brands. The reason is that it is somewhat pretty close to crisis management.
Brands consider taking reputation management measures when
they see fewer prospects of winning the market. At that moment, they call the
reputation management providers in order to have desperate measures being
followed at desperate times. And since these are the desperate measures, you
can expect your sites getting flooded with the traffic through black-hat SEO
practices and fake reviews and ratings.
Shifting from reputation management to reputation
marketing
When it comes to reputation marketing, the first thing you
will have to take into consideration is the encouragement to reviewers to write
reviews for you. Luckily, several platforms make it possible for any business
to receive the unbiased reviews. Although we cannot deny the benefits of having
a website on the first page of Google and other major search engines, review
sites have become the information resources for potential customers as they
gain access to the feedback of existing customers of any business listed in
those sites. And it is worth mentioning here that potential customers would
trust your existing customers more than they trust your version of facts about
your products.
In this scenario, it becomes important to discuss how you
can go with the reputation marketing. The important elements of reputation
marketing include monitoring, acquisition, and amplification.
Monitoring
Monitoring is an important aspect of reputation marketing.
It’s like keeping a finger on the customers’ pulse. Marketers and business
owners need to know what customers are thinking about their brands and
products.
To monitor the reviews, you first need to claim your
listings over the review platforms. You can turn the alerts on in order to get
updates about the reviews. The reason to monitor is that you will not only be
able to know about the happy customers but you will also be able to deal with
the unhappy customers on timely basis. In other words, monitoring can help you
in providing effective customer support to your customers.
Acquisition
Getting positive reviews is easier said than done. In a
perfect world, you would get positive reviews no matter what if the quality of
your product is good. But this is not the case in the real world. When you will
ask the happy customers why they didn’t leave a review, they will either say
that they forgot about it or say that they don’t consider it quite important.
Difficult process is another major reason people do not leave review about a
business.
In order to encourage your customers to leave a review, you
need to make sure that the process of leaving review is easier. Then you need
to remind them about leaving the review. However, you also have to make sure
that you remind them at an appropriate time. Asking them too early or too late
is not going to work.
Amplification
Amplification refers to the practice of adding positive
reviews in the marketing campaigns. You can look at the reviews left by your
customers across different platforms and gather the best ones. You can display
those good reviews on your main site. This practice of amplification will help
your business get the valuable leads.
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