A fast growing discipline and business necessity, online reputation management (ORM) is widely recognized as a valuable asset which can be one of the most important causes of competitive edge in a fiercely competitive market, and with companies/brands being under constant scrutiny from the business online community, good reputation management practices seek to help firms handle and cope with this scrutiny.
What is exactly is ORM and what does it entail?
Quite simply, ORM is a set of tactics and strategies put into practice across various communication channels, as a way of influencing a company/brand’s reputation online. This could include a range of different tools used for digital marketing across a multitude of online platforms such as social media platforms, websites, blogs, review sites, search engines etc.
With the rise of the internet and mobile technology, marketing and advertising efforts have partially and progressively transitioned to digital platforms. Today’s brands reach their customers mostly through websites, social media, blog posts, videos and other channels, and seek to perfect their online performance based on a hoard of customer engagement data.
Understand the Customer
The key for any business to thrive and rise above their competitors is for them to continuously hone in on understanding their customer behavior and tailoring their products and services to the needs of their customers. As more and more consumers rely heavily on online reviews for their purchasing decisions, brands should not overlook the importance and huge influence of what consumers as well as competitors and regulators within the market say about the brand itself online. The average customer finds social media more trustworthy than brand-generated marketing, thus making social media much more effective than TV commercials or advertising signs, when it comes to drawing potential consumers.
Managing customer relationships across all social channels implies constant communication and engagement with the online community, proactive engagement by responding to comments, questions, reviews left by customers and being receptive to positive as well as negative feedback. Most social media platforms offer specific tools which can help assess how well received certain and help gain demographic insights about the audience and competitors. Apart from insights on followers, one can see the performance of posts, stories, and ads, as well as the brand’s profile in general. The deeper the insight into customer behavior and preferences is, the more likely a brand is to engage them in lucrative interactions.
ORM and Digital Marketing
Certainly, digital marketing is a huge and indispensable part of online reputation management.Digital marketing represents huge potential for brands to expand their client base and grow their business. Another valuable tool for digital marketing is managing content in search engines, which most would first associate with SEO. Comprehensive and relevant keyword phrases and high-quality content increase the chances to push undesirable content further down on the Search Engine Result Pages (SERPs). This is achieved by creating owned media such as blogs or websites that promote a brand in a positive manner, which will eventually raise a brand’s ranking on search engines.
However, SEO is not the only instrument that helps in ranking high on search engines. Paid media is another digital marketing tool that can improve an online performance, which essentially involves either displaying ads on social media or running sponsored ads on influencing blogs. With these strategies, a brand can develop a strong and credible online presence, which consequently will drive towards greater results.
Why is digital marketing important?
Digital media is so prevalent nowadays that consumers readily have access to information any time and any place they want it. Digital media is a continuously growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what a company says about its brand, but what the media, friends, relatives, peers, etc., are saying as well. And in most cases, they are more likely to believe them than what a company says. People want brands they can trust, companies that know them, communications that are personalized, relevant and products tailored to their needs and preferences. That is why good and proper ORM along with digital marketing is crucial for businesses that want thrive and rise above their competitors, whilst building and maintaining a positive brand image online.