Online Reputation Management
Establish and Own Your Online Reputation
Control your Search Engine Results Page (SERP) with best practices in SEO.
- Maintain as much property as possible on the first page for all your keywords. This is where we find having a comprehensive online strategy in place can be the most helpful. This can include press releases, your own site pages, your blog, and potentially other extensions to your online brand.
- Keep your eyes focused on great online communication while also staying abreast of ever-changing search engine algorithms. We have learned that time and again the strategies that work the best are just solid marketing communications versus trying to leverage the latest tactic. The long-term strategies are the ones that always win out.
- Monitor your analytics and search engine reporting daily for upturns, downturns and identify long-term trends.
These trends can help you adjust your strategy to accommodate your consumers’ wants and needs.
Stay Socially Active Online. Engagement is key. Promote your brand with a constant and constantly growing online presence. Use a blog, Facebook, Twitter, LinkedIn, Google+, YouTube and press releases to engage consumers with regular updates and timely responses to your followers on all social media platforms.
Be creative in your approach for maximum engagement. This is probably the most difficult part of the entire strategy because you really have to dig deep to determine what is going to work best for you and your brand. What works for a retail business is probably not going to work for a B2B focused business. There are some common themes that you may want to consider. Host contests. Encourage followers to share videos or photos that demonstrate how they used your product and how it worked for them. Consider event sponsorship and partnerships worth promoting. Most importantly, an active blog does wonders to perk up a static website.
The blog’s domain name should reflect your brand. Content should provide professional, brand consistent information about your company and its products, trends in the industry, success stories and available support. Incorporate videos and images into your website and social media, and make your topics relevant to trending news whenever possible.
Maintain a Dynamic PR Strategy
“Unique” gets noticed. Fresh, informative content on a consistent basis is key to keeping your online reputation heading in a positive direction. Revisit your PR and social media plans on a regular basis, using reliable analytics to adjust your strategy when necessary. Always “Expect nothing. Be ready for anything.”
Create a Crisis Strategy
Do not wait for the bottom to drop out before outlining a strategy to handle issues with the potential to damage your reputation. Your first line of defense is to minimize the damage.
Create a supportive and encouraging environment for your employees. They will respond by providing good customer service. Happy, thriving employees will support your brand at the most critical moment—when customer meets company. It is wise to train your team in the use of social media tools, the benefits of social media and the caution required when responding on any social media outlet.
Monitor Website and Social Media Activity Around the Clock
Technology can fail at any time, in any capacity. It is wise to have a back-up system that alerts you to website failure and viruses as well as social media glitches. When something occurs that affects your
community’s ability to access information, you need to respond quickly and effectively.
As you can imagine, technology issues are often much easier to repair than negative perceptions of your company and product.