{"id":4657,"date":"2017-04-06T15:35:16","date_gmt":"2017-04-06T10:05:16","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=4657"},"modified":"2023-06-27T12:34:02","modified_gmt":"2023-06-27T07:04:02","slug":"online-reputation-management-critical-elementcontent-marketing","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/online-reputation-management-critical-elementcontent-marketing\/","title":{"rendered":"Why Online Reputation Management is a Critical Element to your Content Marketing"},"content":{"rendered":"

\"Why<\/a><\/p>\n

You\u2019ve decided to invest in content marketing and are hoping this will boost your site\u2019s authority, drive more traffic, and of course, revenue for you<\/span><\/a>. Great! Content is huge today and it\u2019s important to your website and blog and honestly, your business\u2019s bottom line. Adding relevant, useful content is always a good idea in my opinion. However, before you rush off and start creating loads of new content, let\u2019s talk about something you might not have thought about.<\/p>\n

Before you write<\/strong><\/p>\n

Before you start writing anything, I want you to take a step back and do a quick audit of all your owned and earned content properties. Obviously, your owned content properties are easy to find, your website, social channels, blog, etc. These are all properties you have control over and can craft the message you want your audience to see. These are the ones that are ultimately the easiest to manage and control. They\u2019re where you\u2019ll put a lot of your content development focus in the coming months.<\/p>\n

Your earned content channels are different. They\u2019re the sites that have information about you but you\u2019re not in charge of what\u2019s shared. These can be a great asset to your organization if they contain positive information.<\/p>\n

However, if your online reputation is less than stellar, these become a potential issue for you. While you can\u2019t control what consumers say about your organization, you can control how you react and manage the reviews. These earned channels represent both a big opportunity and a big liability for your business. Consumers believe reviews and use them to help make a purchase decision.<\/p>\n

Whether the information is valid, is not always known. A review is simply someone\u2019s opinion of a situation or product. Therefore, online reputation management is critical. Your customer\u2019s opinion about their interactions with you may shape a future customer\u2019s decision whether to do business with you.<\/p>\n

What is online reputation management?<\/h2>\n

\"online-reputation\"<\/a><\/p>\n

Online reputation management is exactly what it sounds like \u2013 it\u2019s you actively managing your online reputation. Seem silly? You\u2019d be surprised how many companies have issues and aren\u2019t even aware of them. Why is this a problem? Most of the online reputation issues are related to negative experiences and come in the form of negative reviews.<\/p>\n

If you\u2019re focusing on your content marketing efforts and trying to build your brand awareness and you have a bunch of negative reviews or comments on third-party sites\u2026 you could end up building an audience that is run off because of negative information.<\/p>\n

Why is online reputation management important?<\/h2>\n

Research shows that consumers are going to check reviews before making a purchase. Therefore, online reputation management is critical. Irrespective of what industry you are working in, you likely have a review site of some sort to contend with. If you\u2019re a B2C brand, you may have reviews on places like Google, Google Maps, Yelp, Yellow Pages, Wedding Wire, BBB, Glassdoor, etc.<\/p>\n

There are hundreds of review sites. If you think you\u2019re immune to negative reviews, you\u2019re sadly wrong. They can happen to anyone. Any brand. For any reason. The thing with online reviews is that they\u2019re someone\u2019s opinion. However, more consumers search for reviews today when making a purchase. 84% of people trust online reviews as much as a personal recommendation per BrightLocal\u2019s 2016 online review research survey<\/span><\/a>.<\/p>\n

Additionally, 90% of consumers read less than 10 reviews before forming an opinion about a business. If you have negative reviews on your accounts, consumers will see them and they\u2019re unlikely to dig deep to find better reviews. 73% of consumers think reviews more than three months old are no longer relevant per the same survey.<\/p>\n

Proactive Management<\/h2>\n

Now that you understand the importance of review sites, you may be curious what you can do to improve or manage your brand\u2019s online reputation. This is where the audit we talked about earlier comes in handy.<\/p>\n

Start by searching for your brand name. Go through the traditional sites and see what you find. Then add in the term \u201creview\u201d and see if new sites pop up. Go through the reviews, read them, and take what\u2019s being said as the customer\u2019s truth. Maybe you don\u2019t see the experience the same way but this is what they felt.<\/p>\n

While you can\u2019t make everyone happy, you need to honestly review the feedback and see if there are issues to address. If there are, then, by all means, address them. Often the key to online reputation management is better training for your customer service team. If they\u2019re empowered to take care of customers at the time of the first interaction, you often see fewer negative reviews.<\/p>\n

If the overall feel is positive, that\u2019s great. You may not have to do much clean up today but you still need to manage the process. 74% of consumers say that positive reviews make them trust a local business more (BrightLocal, 2016). If you\u2019re a local business, this is a critical statistic.<\/p>\n

So, how do you ensure you continue to have positive reviews for your business? It\u2019s easy. Provide great customer service to every customer every time. And don\u2019t be afraid to ask for reviews. 7 out of 10 consumers will leave a review when asked (BrightLocal, 2016). Imagine that, all you must do is provide great service and ask your customers to review you and they\u2019ll help you manage your online reputation. Seems easy enough, right?<\/p>\n

What if there\u2019s a problem?<\/h2>\n

\"online-reputation\"<\/a><\/p>\n

 <\/p>\n

Maybe you\u2019re not as lucky as some and when you start pulling up your reviews, you see issues. Are there patterns? Are there themes to the negative reviews? Are they related to customer service or pricing or quality of your products? What\u2019s going to be most important for you is to acknowledge these negative reviews and take steps to resolve the core issues that cause them?<\/p>\n

You can\u2019t just hope they\u2019ll go away because they won\u2019t. And they\u2019ll hurt you in the long run. It may be hard to take some of what\u2019s been said. And it\u2019s likely easier to ignore it but if you want to grow your business, you must address the problems. Do not fight the reviews. Do not try to prove that the customer is wrong.<\/p>\n

Accept, acknowledge, correct and move on. I\u2019ve seen situations where the company tried to respond to the negative reviews and only made it much worse for them. Be the bigger person here and respond appropriately. Don\u2019t assume it\u2019s all someone else\u2019s fault or the customer is lying.<\/p>\n

Why does it all matter?<\/h2>\n

So, why is all this important to content marketing? If you\u2019re investing in content (or any marketing for that matter), you\u2019re trying to drive traffic to your site, you\u2019re building brand awareness, and ultimately, you\u2019re hoping to make new customers. It\u2019s important you know what you\u2019re dealing with from the beginning and address the issues proactively or if you have no issues, devise a strategy to remain problem free. You need to actively manage your online reputation to grow your business. If you\u2019re going to put a lot of time, effort, and money into a content marketing program be sure what customers read about your business is good.<\/p>\n","protected":false},"excerpt":{"rendered":"

You\u2019ve decided to invest in content marketing and are hoping this will boost your site\u2019s authority, drive more traffic, and of course, revenue for you. Great! Content is huge today and it\u2019s important to your website and blog and honestly, your business\u2019s bottom line. Adding relevant, useful content is always a good idea in my […]<\/p>\n","protected":false},"author":107,"featured_media":4043,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[37],"tags":[],"class_list":["post-4657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","entry"],"acf":[],"yoast_head":"\nOnline Reputation Management: Crucial for Content Marketing<\/title>\n<meta name=\"description\" content=\"Online reputation management is the critical element to supercharge your content marketing strategy. 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