Potential customers and employees are increasingly using search engines to help them decide whether to do business with a company, says Darren Dunner, NetReputation.com vice president of Reputation Operations. A 2012 Pew Research Center study showed that 91 percent of online adults use search engines to find information. An Edelman Trust Barometer survey found that 65 percent of adults trust the information they obtain from an online search.
A business must have a positive online reputation to succeed. A positive reputation doesn’t just happen. It comes out of a reputation management strategy. Here are Darren Dunner‘s five reasons every business must have a reputation management strategy.
1. Anyone Can Write Negative Things About Your Company
Businesses may be tempted to think that if they satisfy their customers, they are bound to have an excellent online reputation. Unfortunately, anyone can write negative things about your business, even if they’ve never complained to you about any product or service. They can post negative reviews or write negative information in their blogs. Without a reputation management strategy that includes checking the web daily, your business can suffer irreparable damage from just one review.
2. Positive Reviews and Posts Increase Your Sales
Positive reviews and posts can significantly benefit your business. A Harvard study found that a one-star increase in a Yelp review translates to 5 percent to 9 percent more revenue.
While some people will automatically write a positive review after a good experience, many more won’t think of doing so. However, many customers are willing to write a positive review if you ask them. A reputation management strategy will include ways to encourage customers to write positive reviews about your business. The strategy would also include ghostwritten positive blogs and articles on your business that online searches will find.
3. Positive Articles Can Mitigate Negative Ones
Even though you can’t always control what people write about you, you can control the likelihood that potential customers will see it. Users rarely venture into the second page of their search engine results. Indeed, many people only look at the first one or two entries.
Search engines determine the order in which results appear through an algorithm. Search engine optimization is a specialty that prepares blog posts and articles so that they appear at the top of search engine results. A reputation management strategy includes optimized positive posts and articles that outrank any negative posts.
4. You Can Speak Directly to the Consumer
The Internet allows your business to speak directly to the consumer. For example, a customer may post a review that indicates they wish your product had a particular feature. If you’re monitoring your online presence, you can quickly respond to the customer, thanking them for their suggestion and implementing their feedback into future designs.
You also can respond to negative reviews. Most customers who read negative reviews will also read the company’s response. If you have a reputation management strategy, you can see the negative review and quickly add a response.
5. You Can Save On Your Marketing
If your online reputation management strategy works well, you won’t have to spend as much on advertisements. You also can use your positive Internet reviews in other media, such as social media or brochures.
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