Customers read an average of 10 reviews before trusting a business. And 84% of marketers believe that building trust will be the focus of marketing efforts for the foreseeable future. Yet, only 15% of these professionals do anything to build trust with consumers and improve their brand’s online reputation.
In a societal climate where people conduct so much of their lives online, a company’s online reputation is paramount. From customer reviews to mentions in the news, customers review every aspect of a brand’s reputation before trusting them.
Considering that 41% of companies experiencing a negative reputation event reported a loss of brand value and revenue, improving and maintaining one’s online reputation should be a priority.
To remedy your brand’s online reputation, start by implementing these public relations tips:
1. Consistent and Accurate Online Profiles
Your business has online profiles all over the Internet. Social media profiles, map listings, business directories, website bios, third-party apps; the list goes on and on.
But, if these profiles all contain inaccurate or differing information, how is a potential customer supposed to trust the business with their information?
Compile a spreadsheet of all your online profiles, along with the respective logins, and use this to strategically ensure that all company information is accurate, updated, and monitored.
2. Ask for Client Testimonials and Reviews
When determining whether or not to trust a company, potential customers will look for reviews and testimonials from past clients. Testimonials work to establish a company as a trusted authority and resource within their industry.
BrightLocal reported that the average person spends 13 minutes and 45 seconds reading reviews before making a final purchase decision.
Reach out to former clients, current customers, and past partners and ask if they’ll provide a testimonial for your website. If possible, capture video testimonials, too. Video testimonials provide context on your website and also operate as social media content.
Also, ask clients to leave reviews on third-party review sites like Google Maps, Facebook, Yelp, and any sites relevant to your industry.
3. Share Your Story with a Content Plan
When building an online reputation, it all hinges on your brand’s story. As a company, you are responsible for identifying the key message points around that narrative and distributing it accordingly through a strategic content plan.
Without a defined message and content strategy, the rest of the world decides your brand story for you. Work with your marketing team to develop a content plan that distributes your message to the right channels, including relevant blogs and news sites, social media influencers, and more.
4. Implement SEO Tactics
There’s no way to boost your company’s online reputation if leads can’t find your content online. Since 75% of people do not make it past the first page of search results, it’s essential that your audience finds your site on page one when searching for the keywords related to your company, product, and services.
This is where a search engine optimization (SEO) strategy comes into play.
At a minimum, your typical SEO strategy should include:
- Executing keyword research and developing relevant content around those phrases.
- Building authoritative backlinks to your website.
- Improving the technical structure of the company website.
- Identifying creative opportunities to drive more traffic to the website.
If you’re unfamiliar with SEO, start with our SEO “Cheat Sheet” for beginners!
5. Apply for Reputable Awards
Customers want to put their trust in award-winning companies. With this in mind, search for reputable awards your company can apply for and/or be nominated to receive.
On top of industry-specific awards, encourage your team to strive for awards such as Best Places to Work, Top 40 under 40, leadership awards, and more.
Empower your employees to seek out awards for their work and careers as well. This personalized success is also representative of your company’s success.
6. Build and Engage with a Social Media Community
It’s not enough to occasionally post on social media and call it a day. Customers want to build a relationship with your brand online!
Did you know the average consumer mentions brands at least 90 times per week? And, 71% of those who have a positive experience with a brand on social media go on to recommend the brand to their friends and family.
Develop a relationship with your followers by responding to their comments, mentions, and posts. Be sure to do the same with business accounts in your industry and the social media accounts of your vendors, clients, and partners. These client and community interactions will help bolster your brand’s online reputation throughout social media.
Improve Your Online Reputation with a Trusted PR Team
Maintaining a brand’s online reputation is a tough job. And it’s non-stop! Online reputation management is an ongoing process full of several tactics.
If your brand doesn’t have the bandwidth to take on this necessary work, look to a talented public relations and online reputation management team to take the reins. Get in touch with our team today, and let’s develop a plan of action for your brand.
