For any business, managing a positive online reputation is essential to maintaining a positive brand image. A study in 2015 found that the purchasing decisions of an incredible 52% of consumers had been influenced by Facebook.
One of the great challenges of online reputation management for a business is ensuring that content isn’t just being created by themselves, but by consumers too. As the internet is truly global, businesses can also face the prospect of getting lost amid the crowd.
Here are just three of the most common pitfalls that damage the online reputations of many businesses online:
Local Businesses Getting Lost
Lacking the resources of international corporations, small local businesses can often get lost among the crowd due to poor online optimisation. By utilising key terms relevant to your local area, or by linking your content to other local websites, you can optimise your online presence to reach local customers.
As 30% of mobile searches are for local services, and 78% of those local mobile searches resulted in purchases, well optimised local content can be hugely profitable.
Not Updating Content
One of the key aspects of maintaining a positive reputation online is to keep consumers engaged with, and regularly visiting your web pages. If you never update your website then consumers will have no reason to interact with your brand and will soon forget about it. Equally, a new consumer who comes across your page, only to find it’s not been active for months, won’t be very impressed.
The best way to generate traffic is through regular, high quality content updates. Whether that’s through e-mail newsletters, social media updates or paid advertising, high traffic and user engagement will make your brand more popular.
Not Monitoring Mentions
As we’ve seen, consumer engagement is essential to creating a strong online reputation. Therefore, ignoring when consumers mention you is a big mistake.
Ignoring negative reviews or social media comments can damage your brand. If negative content begins appearing among search results for your business, then consumers will be put off. Positively promoting your own content is one way to obscure negative reviews. Alternatively, engaging with social media complaints and rectifying any consumer’s grievances can actually be a great way to spread a positive brand.
These potential pitfalls don’t just represent challenges. Recognising and solving each problem provides amazing opportunities for growing any brand online.