The goal of online reputation management (ORM) is to keep track of and improve how your company is perceived online. It entails examining and assessing what people will learn about your brand, people, or product/service via a Google search. What will people find when they search for you before they even come to your website or call you?
Simply Put: Is your online presence working for or against you?
Importance of ORM and effect on Digital Marketing
- It’s all about cultivating a professional image and improving it on a daily basis in business. To attract new clients, it’s critical to make sure your brand is interesting and fascinating.
- Customers read internet reviews before purchasing anything to learn more about the brand, product, and how it works. The search results have a big influence on your customer’s preferences.
- Anyone can leave a review online, even your competitors, who may publish unfavourable evaluations to harm your internet reputation. All of this can be solved with the help of online reputation management.
- You may erase untrue negative content with the help of ORM, which helps you create the appropriate picture in front of the customer.
- 90% of customers read internet evaluations they can form negative or positive opinions about your organisation and what you provide just by looking for you on the internet.
- A bad internet presence or none at all, can have a significant impact on your company’s success. Your online reputation matters whether you’re making a commercial deal, forming a business relationship, or speaking with reporters.
Impact of ORM for Business
- As per Clutch survey in 2018;100 out of 224 digital marketers allocate time and financial resources to Online Reputation Management (ORM) to boost business success.
- 54% of digital marketers consider Online Reputation Management (ORM) to be an important factor in the company’s success.
- 42% of Businesses monitor their online reputation frequently.
- 80% of consumers check social media to get an idea about the product.
- 25% growth in sales is experienced by businesses from investing in Online Reputation Management (ORM).
- Trip Advisor’s study in 2018 in partnership with Ipsos MORI suggest businesses lose 22% of potential customers with one negative article on the first page of their search results.
All the above statistics point in one direction – Online Reputation Management (ORM) is the future of marketing and branding.
Understanding ORM through PESO Model
Paid media refers to all marketing efforts that demand money in order to promote your company on third-party websites and networks. This includes pay-per-click (PPC) advertising on Google Ad Words, Facebook display ads, and sponsored posts on industry/influencer web journals and blogs. Paid media broadens your reach and drives traffic to your web pages by forging new relationships with partners and customers.
Earned media depicts your company’s presence on external web parts for which you did not pay. It expects you to set yourself apart from the competition by providing exceptional content, service, or products that people will want to share, review, reference, and repost.
Social media pages and profiles are “an enrichment of your image and provide extra ways for individuals to interact with the interface.” When it comes to social sites, it’s vital to invest the time and money necessary to stay active on them by participating in debates and regularly delivering fresh information.
You own your business websites and online journals, which means you have complete control over them. Obviously, the more properties you possess, the better your chances of establishing an effective digital marketing presence are.
How to gauge your online reputation?
Gauge your online presence by using our checklist below.
Google your business and check
- Are you among the first five results? If not, you’ll need to improve your search ranking.
- Are the connections you’re seeing positive? After all, not everyone is a satisfied customer. Simply ensure that your first Google impression is as favourable as possible.
Check your brand’s social channels.
- How many people follow you on social media?
- When was the last time you updated your status?
- Do you reply to feedback?
- What is the typical response time?
- Is what you’re posting consistent with and representative of your brand?
Now that you know results, ways to improve ORM
Make a claim on everything.
Claim whatever you can to litter the search results with relevant stuff. Claim your business on Yahoo, on Bing, create a Facebook Business page.
Set up reputation tracking systems.
The greatest method to put out a reputation fire is to avoid one from beginning in the first place. Setting up online monitoring might help you detect potential issues before they become a fire hazard. Create Google Alerts for the name of your firm, important executives, and products and services. Trackur, more powerful online reputation software, is another option.
Empower your staff to protect the company.
For your founders, owners, executives, and other stakeholders, work to establish a strong social media presence.
Improve your search engine ranking.
If you can’t find your firm in the first few search results, you probably need some SEO assistance. SEO is designed to assist you boost your organic search engine ranking. You might also require assistance with content strategy or blogging. Negative reviews are often as horrible as having nothing appear for your brand or people.
Organise public relations activities.
If there’s not much there, or if not everything mentioned about your company is positive, you could want to organise some smart PR events to help put your company in a better light. Supporting community issues, partnering with another local group with a good reputation, or highlighting some of your company’s innovation are all possibilities.
Hiring someone to assist with online reputation management is a good idea.
If your reviews are being ignored and your customer care team is too small or too busy to handle it, hiring an agency or partnering with someone who can assist you manage your online reviews could be helpful to your company.
Use the services of a social media manager.
Social media is becoming an increasingly important aspect of how companies position themselves in the digital world. Customers, influencers, and potential customers are all looking at your social media presence to see if they want to collaborate with you – or not. You’re missing out on a great opportunity to build your business if you’re not engaged and replying on social media.
That’s all about ORM, how to keep track of it and how to make it better. Now is the time to stay on top of things. ORM isn’t a one-and-done endeavour. It, like any marketing, necessitates ongoing maintenance and monitoring to evaluate how well you’re doing. Keeping track of how your brand is portrayed online will only benefit your company in the long run. At Dimension, we take care of every nitty-gritty that the brand demands.