Online Reputation Management or ORM is becoming one of the priority components of marketing campaigns. Every year, the Internet penetrates deep into audience brands, which means that ignoring reputation management is a big mistake.
Even in crisis times, according to market research, first of all, buyers choose brand image. Only after selecting a brand, people look at the price and quality of products. Previously, for many of them the main criterion was the price, but today people are willing to pay more, if they believe in the good reputation of the company. This proves need for Online Reputation Management.
What does customers say about company?
People like to communicate: it entertains them and occupies an important place in everyday life. Modern people are increasingly discussing something with other people online. According to YouScan, 90% of people trust recommendations of their friends. Moreover, 70% trust pieces of advice of completely unfamiliar people. It is clear that overt advertising is trusted by fewer people. They believe feedbacks of the usual men more.
What does this mean for business?
It is highly desirable that the company be mentioned in positive context. Online Reputation Management is working to say good about a company. Tips, advice and customer feedbacks are constantly emerging in social networks. Because of ORM tools, companies can monitor their reputation in the network and influence it improving image.
What information about your company will be found firstly?
The second important question - when users are searching for information about your company on the Internet what will they read first of all? 92% of adult shoppers all over the world are browsing overviews of products before making a purchase. 48% of them make a purchase mostly if it is mentioned in a positive way.
Content marketing is another important direction in ORM. It is necessary to create information about your company, fill it online and do everything to ensure that users can read the information that can be converted into the company's profits.
What happens if a company ignores ORM?
The Internet can be a source of both positive and negative information about a company. The brand name can spot even anonymous Internet users.
In fact, it can be any user: an Internet troll, a former employee, a resentful person after dismissal or an unfair competitor. Negative information about a company impacts on public opinion and undermines confidence of the brand.
Depending on a situation, negative information denies, ignores or recognizes the flaws in the company. If the company uses a variety of techniques, while working with feedback, and has built a systematic approach to rapid response to negative reviews, it affords building and preserving positive online reputation. Zexler team knows how to do it correctly.
While dealing with negative feedback, the most important thing is not the essence but company's response. In order to form a positive image in the global network, you need to work properly.
Finally: what else you need to know about ORM?
People tend to leave feedbacks in case of negative interaction with a company, whereas people rarely write about positive experience. Moreover, indifference to the brand image on the Internet can take advantage for competitors, undermining trust of the audience to the company’s opponent. Loss of reputation can cost companies thousands or even hundreds of thousands of dollars. But such problems can be avoided if you choose a right approach to reputation management.