Online reputation marketing can be thought of as curating what people see about your business online to achieve a desired outcome. For businesses, the goal of a reputation management plan is usually to acquire more customers or reduce the number of lost opportunities. They both lead to the same end: more money in your pocket.
Now, let’s look at the four key components of a reputation management plan.
Are there any negative reviews to address? Managing online reviews is an ongoing process. This may involve removing negative reviews, improving existing reviews, garnering additional reviews, or a combination. Automated review management platforms are fine, but a combination of automation and human is the best kind of review management. Machines aren't very empathetic, and they can't direct individual reviews to different platforms as needed.
Sometimes bad reviews can be removed due to Terms of Service (TOC) violations. Read the TOC of any review sites (like Yelp) to see if any negative comments can be removed. At Reputation X we've succeeded using this method many times.
Negative Online Content
Do you need to remove any search results? Many brands contend with negative online content beyond customer reviews. A YouTube video, a critical blogger, or a viral news story can resonate in search results for months, years, or possibly forever. Under certain circumstances, this content can be removed. In other cases, it can only be suppressed. Knowing the online landscape involves knowing what's bad, and what's good.
Positive Online Content
What content is positive and already exists? Do you need to create any new content? When you perform a competitive search result audit do you notice that your competitors’ content upstaged yours? Do your competitors have brand mentions that you do not?
One of the best ways to find out what kinds of good content will most likely perform well in search results is to see what already is doing well for your competition. Positive content should not only be about your brand, but have links from the body of the content to other good things that can be found online about your brand.
Promotion Using SEO
What existing positive content should be promoted for higher visibility? One of the most frustrating things about creating online content is to work hard on it only to see it falter in search rank and not be seen. Having excellent content is important, but in a very cluttered cyberspace, it will usually get somewhat lost without promotion. Whether you are working with existing content or new content, it needs to be promoted in search results. For this, you’ll use search engine optimization (SEO).
The raw materials of reputation programs
The four main aspects of a reputation repair program are review management, positive content, negative content, and search engine optimization. Within each of these are many sub-disciplines. For more information on reputation management, you can learn more here.