How to Manage Your Online Business Reputation

Discover the importance of online reputation and how to effectively manage it to increase customer trust and ensure your business’s success.

Maintaining a positive online presence and reputation is essential for every online business. However, the ease at which customers can post online reviews and opinions today means your business is never too far away from lasting and irreversible reputational damage. 

In this post, I'll explain why online reputation management is so important and provide 6 practical and effective ways to manage your online reputation.


What Is Online Reputation Management?

Online Reputation Management (ORM) is a set of strategies and tactics to monitor, influence, and control your business's online reputation and build a positive public image. It involves using various online tools and platforms to monitor, respond to, and manage the online conversations and reviews associated with your brand or product. 

Why Is Online Reputation Management Important?

The ways we use the internet today bring many benefits, including increased visibility and access to a broader customer base. But it also enables people to publicly share their views about your business with more people than ever before. 

This means you need to be aware of your online reputation and take steps to protect it because negative reviews can spread like wildfire, resulting in a shift in perception and a hit to your bottom line!

By managing your business's reputation, you can maintain and build trust in your brand, establish credibility, and present your business in the best light possible. You can also minimize any potential damage when negative comments or reviews occur. 

6 Ways to Manage Your Online Reputation

1. Monitor Customer Feedback

Monitoring customer feedback through online reviews, social media accounts, and other online channels is critical. The most efficient and effective way to do this is to use a combination of automated tools and manual monitoring. 

Automated online monitoring tools like Google Alerts and Social Mention help you stay on top of what people say about your business and pinpoint important conversations. Sentiment analysis tools automatically identify, extract, quantify, and analyze opinions in text form. They can help your business gain insights and respond to customers.

Complementing these tools with manual monitoring of customer feedback is also essential as it can help provide an opportunity to engage with customers directly and deliver a more human, personalized approach to understanding customer sentiment.

2. Respond Promptly & Professionally to Negative Reviews

Responding promptly to negative online reviews shows you care about your customers and their experiences, which aids in developing and maintaining a positive reputation. But how you respond is just as crucial as how quickly you reply. 

The best way to respond to negative online reviews is to apologize and show understanding. Acknowledge the reviewer’s complaint, express your regret for their negative experience, and thank them for bringing the issue to your attention. 

Offer to make things right and provide a solution. Keep your response brief and stay professional. And always follow up to ensure you’ve solved the issue and your customer is happy.

3. Share Positive Reviews

Positive reviews can strengthen your business’s reputation and help you attract new customers. Still, many businesses don’t share and amplify such reviews nearly enough. You can share positive reviews in various ways, including posting them on social media, such as Facebook or Twitter and popular review sites.

Additionally, you can feature customer reviews on your website, either as a widget or an entire page of customer reviews. You can also include customer reviews in email newsletters, ad campaigns, press releases, and customer review videos. Case studies are an effective way to showcase positive reviews too.

4. Build Relationships with Influencers

Influencers can help enhance your business’s reputation by promoting and endorsing it to their followers. This can increase your business’s visibility, customer base, trust, and credibility. You’ll first need to research and identify influencers in your niche to build relationships with influencers. 

Once identified, reach out to them with a personalized message and offer incentives and benefits in exchange for their support and promotion of your business. Once you’ve established a relationship, nurture it by staying in touch and offering additional incentives and benefits. 

Additionally, monitor and track the results of the influencer relationships to ensure that they are providing the expected results. By taking these steps, you can ensure long-term relationships with influencers that can boost your business’s reputation.

5. Promote Your Brand Through Content

Content marketing is a powerful tool for promoting your products, brand and reputation. It involves creating content that educates, informs, and entertains your audience. Content can include blog posts, infographics, videos, eBooks, webinars, and more. Tailor content to your target audience and ensure it’s relevant to their interests and needs. 

To begin, create a content strategy that outlines the types of content you’ll use. Once created, the content should be strategically distributed across various channels. This can include social media channels, your company blog, email campaigns, and more. 

Guest posting on reputable and well-known publications is particularly effective at building trust and credibility in your business and positive associations with your products and brand.

6. Get Social

Creating and managing a presence on major social media platforms can enhance your business’s reputation by providing customers with a direct channel to engage with your company and its products. 

By responding to customer inquiries, complaints, and feedback via social platforms, you can demonstrate your commitment to customer service and build customer relationships. Additionally, you can use social media to promote your products and amplify positive customer experiences and reviews, which can help to build trust and increase brand loyalty. 

Finally, your business can use social media to showcase its expertise and create content that educates and informs customers, further enhancing your reputation.

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The Bottom Line

Managing your online reputation is critical to running a successful online business. But it’s important to remember that doing so is an ongoing process, not a one-time event. 

The good news is that you can ensure your online reputation is always in the best shape possible with the right tools, strategies, and practices in place. 

Taking proactive steps to address customer concerns and complaints, responding to negative reviews with tact and grace, and staying on top of the feedback you receive will help you maintain and improve your online reputation and protect your business from lasting damage.

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How can I check my business reputation online?

Googling your business name and reviewing the results, using social media listening tools, and monitoring review sites and customer feedback are all great ways to gauge your business reputation online. You can use automated online monitoring and sentiment analysis tools to identify, extract, quantify, and analyze opinions and reviews of your business in text form.

How is online reputation important for a business?

Online reputation is essential because it affects how customers perceive a business and its products. A positive online reputation can increase customer trust and loyalty, leading to more sales and customer retention. 

Conversely, a negative online reputation can have serious consequences, including lost customers, decreased sales, and even legal issues. Ultimately, a business’s online reputation can make or break it, so it's crucial to manage it carefully.

How do you measure online reputation?

Measuring reputation can be difficult, as no single formula or number defines it. However, metrics such as social media reach, share of voice, sentiment analysis and online reputation score can help gain insight and measure reputation. 

Social media reach shows how many people have seen content related to the brand, while share of voice depicts its popularity in the minds of consumers. Sentiment analysis helps measure how people feel about a brand. Social tracking tools track and analyze mentions of a brand across the web. They provide a way to measure and score a business’s online reputation.

Meet the author
Anthony Back
Anthony is an experienced fintech analyst, content marketer, and copywriter based in Tel Aviv, Israel. With a deep understanding of payment technologies, he has worked with leading financial institutions and fintech companies worldwide.
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