7 Tips To Improve The Online Reputation Of Your Business

The advent of the digital era began with the penetration of the Internet. It was not long until t

... he information superhighway could be accessed easi...
7 Tips To Improve The Online Reputation Of Your Business
Mervin Wright Image
Mervin Wright
Tuesday 23rd of January 2024
Strategy

The advent of the digital era began with the penetration of the Internet. It was not long until the information superhighway could be accessed easily through computers and eventually through Smartphones. Currently, the population depends on the digital medium for every small and big task. Whether they are paying bills, watching movies, scouring an e-commerce platform or banking, everything takes place online. Thus, brands have made their presence more pronounced in this medium.

Businesses are leveraging customisation and segmentation advantages to increase traction and conversions. However, maintaining a positive image online has become a challenge because of disgruntled customers ranting in the public domain. Here is how businesses can effectively improve their online reputation and combat negative comments. The tips below will help you build a positive and credible image that does not get affected by minor setbacks.

1. Assess Customer Feedback

Online reputation management is paramount for entrepreneurs to survive in the competitive marketplace with several dominant players. The process begins with understanding the current status of the business’s online reputation. It can be analysed by looking at the social media conversations about the brand, ratings and review sites, and direct customer feedback. Look at the positive and negative comments to understand the pain points and fulfilling aspects.

Entrepreneurs who purchase a business for sale United States must check its online reputation during due diligence to make an informed decision. The user generated content helps to gauge the success of the entity in meeting the needs of the target audience. Entrepreneurs can use data analytics and data reporting to monitor brand mentions online and respond quickly.

2. Respond to All Comments Honestly

Customers put their views online for the brand to listen to. If the business does not respond, it is considered apathy. Also, it is not possible to make everyone happy with your offerings. Some customers will find problems and point them out online. It can tarnish the brand's image and trustworthiness and lead to declining sales. Thus, responding to all the good, bad and ugly comments online is imperative.

Answer their questions honestly and take the genuine criticism in your stride by accepting the problem areas. Make it engaging by asking customers to provide solutions for issues they face and improve services. It can help make them feel valued and provide you with a roadmap for taking the right action. Contact the displeased customers after responding online with an apology. Compensate for their bad experience by offering a discount or free delivery.

3. Overshadow Negative Publicity

Sometimes, the Internet can create a mass mobilisation, leading to a barrage of negative comments. For example, Kendall Jenner's tone-deaf Pepsi commercial had to be removed within 48 hours of its release because of social media criticism. Pepsi jumped into damage control mode, apologised for hurting sentiments, and immediately removed the ad. It showcased their willingness to listen to people and take action.

It is a lesson for entrepreneurs who purchase businesses for sale in the United States and may face a similar situation. In such a condition, it is vital to remove the content that is causing the trolling and push positive content to overpower the impact of the negative publicity. Also, businesses must focus on having a diverse team to have an inclusive perspective that prevents the creation of any offensive content.

4. Promote Your Brand Online Effectively

Online reputation can be built with an effective strategy that creates an immersive and user-friendly website. It must be optimised for all screen sizes and should rank on the first page of the search engine results. Website analytics can help improve the user interface and the content on the landing pages. In addition, ask your loyal customers to post positive comments and reviews online.

Ask them for video testimonials that can be uploaded on the website and the social media pages. Use blogs, infographics, podcasts, webinars, demo videos, funny memes and creative content to engage the audience online and build a substantial base of followers. Offer a variety of entertaining content that gets consistent likes and shares.

5. Showcase Your Work Culture

Building a positive image online requires highlighting the strengths of the brand. Thus, entrepreneurs who purchase businesses for sale United States must promote the positive aspects of their entity. These include an inclusive and equal workplace that fosters collaboration and work-life balance. Encourage your employees to showcase their appreciation for the work culture and policies online.

It helps create an excellent reputation for the business on the digital medium as the workforce talks highly about the entity’s competency, values and processes. It helps attract talented candidates during recruitment and aids in word-of-mouth publicity that quickly brings website traffic.

6. Build Brand Authority With Content

Content is the king when it comes to engaging the target audience online. Entrepreneurs can become thought leaders in their industry by constantly posting high-quality, unique and valuable content in the form of articles, blogs, infographics, podcasts, etc. It is crucial to develop content on topical events and trending news in the industry to make it share-worthy.

Customers start trusting the brand and position it as an authoritative entity that has expertise in the field. Effective content marketing helps promote the company as a force to reckon with in the industry. The brand can become the go-to source for legitimate information because the web is filled with fake and promotional content. Thus, honesty with the customers helps to beat the competition.

7. Prepare A Contingency Plan

Negative publicity can catch you off guard. It is easy for a limited backlash to a campaign to turn into a viral movement that can blemish the brand forever. Thus, it is essential to have a contingency plan in place when you acquire a business for sale in the United States. Build a team of public relations experts and delegate responsibilities that must be assumed during a crisis.

It is critical to maintain transparency with employees, stakeholders, suppliers and customers during risks and uncertainty. Prepare crisis communication guidelines to prevent escalation of the matter and salvage the reputation of the brand. It must have details of actions that must be taken in case of different problems.

Wrapping Up

Online reputation management has become the most significant part of corporate communication because it establishes how customers perceive the brand. Therefore, entrepreneurs must follow a systematic reputation management approach to build authority and credibility.

Author Info
Mervin Wright

Mervin Wright is a veteran business management professional with a long and established career in customer relationship management. He has completed a Doctoral Program in management from the prestigious Wharton Business School, University of Pennsylvania, and has won several accolades for his work in the field. His extraordinary vision and years spent in the corporate world have made him a sought-after name in the industry. Business2Sell is delighted to work with him and excited to get his valuable advice for our readers.         

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