Posted 22 Jun 2020, Editor's Desk
Win Customers through Online Reputation Management (ORM)
Online reputation management (ORM) is an important function to manage your brand or company’s profile online and on social media. Basically ORM helps to improve and monitor your digital presence. It analyzes your potential customers and what information will they get about your product or brand whenever they use Google search or social media.
With the growing popularity of third party reviews on websites, social media, and other online platforms, strong online reputation management is important for your business.
The online world has become a powerful platform for people out there to share and express their feelings and that is why companies need to be proactive and reactive to manage their online presence.
The concept of online reputation management
ONLINE REPUTATION MANAGEMENT plays an important role in reducing the number of negative reviews about your company/product. Through the concept of ORM, a brand can insert new and relevant content that pushes away the unwanted content down in the search ranking. In some ways it also impacts the company’s bottom line and customer loyalty. An effective online reputation management strategy provides you with new opportunities and insights on increasing brand awareness and the love for it. It helps you build upon your existing customer base online along with attracting new customers on to your social media profiles.
Why ONLINE REPUTATION MANAGEMENT is important for your business
A survey indicates that there are 90% of customers who read online reviews before purchasing anything, therefore ORM becomes paramount today.
How to check your reputation online?
Before taking any steps, you need to analyze the online presence of your company. You can check your online reputation with the help of this checklist:-
What makes online reputation management an integral part of your digital promoting strategy?
Brands need to watch, evaluate and improve their product’s perception in the minds of the consumer by keeping a note of the below-mentioned parameters.
This is one of the key reasons why modern organizations consider ORM an important fundamental for their business.
Let’s discuss four particular digital marketing channels associated with ORM
Let’s understand the PESO model:
1. Paid: The channel in which cash is paid to put the messaging out, and control its appropriation.
2. Earned: The distributed inclusion of an undertaking or an individual's message by an effective third-party, for example, a writer, blogger, exchange analyst or an industry influencer.
3. Shared or social media: The go along sharing and remarking upon your message by the network through social channels.
4. Owned: The messages you compose, distribute, and control through your own, committed blog or other channels.
Paid media incorporates all advertising endeavors that require payment to highlight your business on outside websites and networks. This incorporates PPC advertisement with Google Ad Words, show advertisements on Facebook, and supported posts on industry/influencer web journals and blogs. Paid media expands your range and directs people to your web properties by building new associations with accomplices and clients.
Earned media portrays the presence of your business on external web elements for which you didn't pay. It expects you to stand apart from your competition with extraordinary content, service, or products that customers also think is worth sharing, reviewing, referencing, and reposting.
Pages and profiles on social media are "an augmentation of your image and make additional avenues for individuals to the interface”. When it comes to social properties, it's critical to dedicate the assets and resources to remain active on them by participating in discussions and distributing new content consistently. Video content, interesting contests, and tying up with Micro-Influencers can help boost your visibility, reach and engagement levels.
Your business sites and online journals are properties owned by you, which implies you have full power over them. Obviously, the more properties you own, the higher your odds to successfully formulate your digital marketing presence.
Online reputation management requires regular monitoring; it is not a one-day activity. Online reputation management will help your business in the long term if you keep an eye on your activities and the activities done by your competitors.