8 minute read
What leaders should know about reputation marketing
Updated on November 3, 2020 by Aneeq Gill
Reputation and brand matter a lot in business these days. Using marketing to improve the sentiment of your brand is reputation marketing. People are quick to judge you on the basis of your reputation and online presence before making any decision related to business, including business deals and investments.
A CEO acts as the face of a business and company. Therefore, the reputation of a CEO is closely linked with that of a company. This type of reputation marketing is executive reputation management. This article covers both.
People are more likely to judge CEOs for everything about them online. Whether it is their facial expression in a snap released by the company or something they posted on social media long ago. As a company’s reputation is closely linked with its CEO’s reputation, it becomes even more critical for CEOs to build and manage their social profile and overall reputation with a great focus.
CEOs can't make many mistakes. Anything online about CEOs could impact their career and business as well. In this article, we will provide a guide to reputation management for CEOs and, consequently, the betterment of your business and the benefits of consistent reputation monitoring.
Benefits of a positive company reputation
The reputation of a CEO is not only great for the person herself but for the company as well. Here are some advantages of having a positive reputation:
1. More accessible seeming company
Usually, customers and partners want to interact and deal with a single person from the company instead of a faceless brand. A CEO could act as a connector by presenting himself in a polished way of what he actually is.
This is done by presenting a better version of yourself on social media and other places. This presentation of a CEO offers customers and partners a way in.
2. People appreciate transparency
If a CEO presents an authentic version of himself online. This is done through active CEO reputation management. This gives people a sign that you are open to connection and want people to get a view of your actual life.
This enables you to express your company’s motives and ambitions in a better way. This would give people a sign of transparency, which is demanded by most people, including customers, investors, partners, and employers.
3. Increased visibility of the company
You will witness a sudden boost in your company or brand’s online presence as your personal brand takes the spotlight as the CEO of a company. These days, a CEO’s positive profile paves the way for the betterment of the company’s business.
If you build a trusted relationship with people, they would certainly trust your company as well. Trust is the most important component in business. If you put your effort into engagement with people regularly and earn the trust of people. You will witness an automatic boost in the business of your company and the company’s overall reputation.
4. Positive impact on employees, and retention
Employees often see their CEO as a role model. If CEOs are highly engaged and open for personal connections, it will also boost the confidence of employees in the company.
Your online activity, social activity, and openness towards the media cast a better impact on the employees, and they work with more satisfaction and passion.
Tips for CEO reputation management
Here are some tips for a positive CEO reputation that would help in betterment of the business of your company. These tips are listed below:
1. Build a social profile
A lot of CEO's try not to overly promote themselves. This is a mistake. CEO's and other company leadership should always try to control the first pages of their personal search results because if they do not, the media will.
Essential social profiles for executives
In a social media-dominated world, it is absolutely essential to build a positive social media profile. The world wants to see a social, vibrant, and active CEO who is present on multiple platforms for connection like LinkedIn, Facebook, and Twitter.
Remember, these are just the “big three” social media platforms. There are plenty of others that you may want to be on depending on your niche or industry. You can also show your activity on YouTube and Pinterest.
In addition to these social networking platforms, it is also a great idea to regularly contribute blogs, either to your company blog, personal blog, or as a guest on other established blogs. But as an executive you don't actually have time - that's where ghost writers come in.
Here are a few tips to make you blog posts count - give these tips to your ghost writer:
- Be original: One of the most important differentiators between your blog and everyone else’s is its uniqueness. Whenever possible, try to introduce new ideas and examples that stand out from other existing posts on the subject. And make sure that you’re not taking credit for other’s ideas or, even worse, plagiarizing.
- Be authentic: People can quickly recognize the difference between an authentic post and one that is clearly written for personal gain. Remember to always provide useful information for your audience. The main goal should be to produce helpful content for your audience.
- Be comprehensive: Once someone has made their way to your blog post, you don’t want to lose them because they couldn’t find the information they were looking for. The more comprehensive your post, the better. Try to foresee any questions your reader may be looking for answers to and include as much about the topic as possible.
- Format it so it's easy to read: Nobody likes to look at huge blocks of text, especially when most people are reading blogs on their phones these days. Make your posts scan-able by breaking up your text with images, headings, and bullet points.
- Don't forget about SEO: If your page doesn’t rank well in the search engines, your audience will have a hard time finding it. Take time to research keywords and SEO ranking factors to optimize your post.
A CEO who is socially active is regarded as modern and capable of leadership. It also strengthens the company’s communication strategy. Above all, a social CEO would be able to react quickly and take measures to stop a crisis before it starts.
2. Transparency is the best policy. But manage it.
Being transparent about your personal and professional life helps you avoid many misunderstandings. Transparency creates a better overall image of yourself amongst your community, industry, customers, and partners. But that does not mean you need to make the Nest cam feeds in your home public. The important thing is to seem transparent. The easiest way to do this is to be approachable. Think Tom Hanks.
All too often, a CEO will suddenly become transparent while trying to cover a mistake. Don’t let this happen to you! It’s far better to be seemingly transparent from the beginning.
3. Communicate better
A CEO holds a lot of authority and power in a company. Excellent communication will help you a lot in making your reputation better and earn the trust of the community.
Words hold a lot of power as well. If you are able to communicate your narrative clearly, you will get attention and appreciation from your audience. It also maintains your image as a leader. But remember - Google never forgets. Communication is key, but you'll need to walk the line between transparency and over-sharing.
4. Get services of experts
While being CEO demands a total grasp on multiple skills. You can’t master every skill and something as critical as reputation management requires a lot of brainstorming and strategy.
If you need help managing your online reputation, consider hiring professionals who have mastered the skill of reputation management. They would help you a lot in establishing a better personal profile and reputation online and everywhere. It is always better to consult the professionals in a specific domain.
CEOs are the new brand ambassadors of their companies. They are treated as a personality. Their reputation is also closely related to the reputation of the company. A negative or low profile of a CEO might cost a company million dollars.
We have written a comprehensive guide for the reputation management of CEOs. We hope this information helps you to create a positive profile of yourself and the improved reputation of your company. We wish you luck with your professional career!
Reputation marketing FAQs
What is reputation marketing?
Reputation marketing is using marketing to improve the sentiment of your brand.
What are the benefits of a positive company reputation?
More accessible seeming company. People appreciate transparency. Increased visibility of the company. Positive impact on employees, and retention.
What are some tips for CEO reputation management?
Build a social profile. Transparency is the best policy. But manage it. Communicate better. Get services of experts.