Endowing your business with a web page is vital if you want your brand to be active and relevant to your public and customers. Generating interesting content is an intelligent way to attract the attention of users. But additionally it’s necessary to be familiar with the Online Channel, to know what to do and how to manage the companies’ digital identity.
Just one malicious comment in a forum or a social media site is enough to generate a first-rate online crisis that ruins an online reputation built up over a long period of time. In the same way that we take precautions when we want to avoid getting sick, prevention is always the best solution to avoid future problems.
HOW TO WORK ON ONLINE REPUTATION?
Mercè Alcaide, expert in Lifting Group’s Online Reputation, talks to us about the importance of bidirectional communication. She declares that “the best strategy of communication does not only consist of explaining but also listening. Listening actively to your sector and public, accompanied by possible scenarios in a crisis scenario, will help to go one step ahead of potential setbacks and give you time to operate, besides allowing you to create a solid digital identity. Communication only exists if it is bidirectional and, precisely, in the digital environment, monologue is obsolete.”
MONITORING WHAT IS SAID ABOUT YOUR BRAND AND HAVING A STRATEGY ARE THE KEYS TO ACHIEVING A SUCCESSFUL ONLINE REPUTATION
Tracking the environment in order to study in detail what is being said about your brand or company, analysing the situation in detail and defining a strategy of positive construction of the brand, will be key to consolidating a strategy of successful online reputation.
BUILDING A POSITIVE ONLINE REPUTATION
Provide quality content about your brand or product so that it is relevant to your public and it positively represents your company. Additionally, you have to make sure that all of the content is relevant and attractive to Google as well as to clients. Take care too when creating content, as if it is indexed correctly your brand appears in the first few search results.
Before acting, we must thoroughly analyse the degree of the crisis, because being triggered in a portal with little authority is not the same as in a site that is well positioned in search engines. Whatever the situation is you have to confront it and implement an Online Reputation strategy in order to stop the virality and relocate the negative results, highlighting the positives. In the event that the comments are fraudulent or provoked by your own competition, try to take this opportunity to establish an amicable deal and negotiate with the portals to delete them.
WHY INVEST IN ONLINE REPUTATION MANAGEMENT?
The companies that work on their online reputation in the same way as they do in other areas of digital negociation have a lot to gain. Firstly, this is because earning the trust of their potential customers almost always results in an increase of sales and conversions. Secondly because it encourages the positive feeling associated with their brand. And, thirdly, because a decided strategy in this field is the best medicine for preventing online reputation crises, as Pedro Flores maintains, Online Marketing Consultant of Lifting Group, who also recommends that we act beforehand in order to prevent situations that can later be difficult to solve.
In Lifting Group we have a strong grasp on the Online Channel and we work on your reputation as part of a global, even holistic strategy in which all of the parts fit together as a whole improving the results of your business.