Why reputation management should be your marketing priority

Often reputation management is not high on the list of marketing priorities and may well be something you come back to only when you have to, such as when managing a complaint and so on.

But in fact, reputation management should be what you revolve everything around, from your marketing to your business itself. Not only will it improve the effectiveness of your marketing efforts by helping you prioritise what’s most important for your business, it will help you improve the way you work and the service you provide.

But how?

First, let’s lay out what reputation management actually entails and then we can understand how to build our business and marketing around it for best results.

What is reputation management?

Reputation management or rep management is the practice of monitoring and influencing public perception of an organization or individual person or organization, generally by using online or offline platforms to promote positive information about that entity, over negative information.

SEO reputation management (also known as online reputation management, ORM or e-management) is entirely based online, where the focus is on increasing the authority of a website by providing useful content, earning links from other related authoritative sites, and creating strong social engagement to drive trust signals to the website.

Originally the term ‘reputation management’ was more frequently used in PR, but with the internet and social media being so prevalent in modern living, managing the online perception of an individual or company has become a core part of every reputation management service.

Reputation Management and SEO

As mentioned above, your online reputation management comes down to raising your website’s authority online and increasing trust in your site. This is done by creating topical relevancy and acquiring links from other websites in your niche or in your local area, to prove that you are a trusted and respected business or individual. For instance, you might acquire a link from a local newspaper after you are involved with a local community event, or if you are in specific industry you might get a link from a safety or quality standards association in your niche.

As well as getting these relevant authoritative links to boost your own site’s authority, social signals play a huge part in showing Google that you are popular as a brand, encouraging them to serve your website over other brands in the search results. Lots of SEO’s in the industry have tested and proven the value of social signals to improve website SEO, and when it comes to reputation management, social media plays an integral part outside of SEO. Giving an opportunity to interact directly with consumers, receive positive feedback and productively react to negative comments, gain insights into their behaviour, and market directly to other social users, offering a powerful (and free) marketing platform.

Lastly, SEO reputation management comes down to literally becoming an authority online and within your industry. Creating meaningful and valuable content, crafted around topics and keywords that users are actively searching for, being a thought leader, and delivering consistently will help you gain, secure and keep an excellent reputation, both on and offline. Creating a reputation management program with your SEO and online reputation at the centre means that you can future-proof by building a strategy that will stand your business and your website in good stead.

To give you an idea of some of the things you can get to work on straight away to improve your reputation management, check out this video below presented by Reputation management guru Don Sorensen:

Why reputation management should be your marketing priority

However you choose to market to your customers, one thing that is inevitable is that potential consumers will look you up online. Your digital footprint speaks volumes about your brand, and a poor one (or perhaps even worse, a non-existent one) could drive them away to one of your more active competitors. For instance, big brands will take over the first page of the search results, and if customers search for your brand, the first thing they should see is your website, social media and your Google Business listing on the right – hopefully showing reviews.

These reviews are also a key snapshot of your online reputation, along with being an influencing factor in how you are ranked in the search results map pack. With 2/3 of consumers worldwide trusting these online reviews implicitly when making purchasing decisions, and more consumers referencing reviews when deciding whether to buy from your business, if you’re not raving about reviews, you really should be!

As you’ve seen, reputation management, especially online reputation management, can be also be a powerful asset to your business: helping you connect with your customers and provide a better service; giving your content marketing better structure and strategy; and ultimately future-proofing your online reputation with these efforts.

We hope you found this article useful, and if you’d like to find out more about the reputation management we provide at Bright Design, just get in touch with our team today! As part of our reputation management, CRO, SEO and social media management are three key areas that we address, so you can check out these sections for more information.

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