Online reputation management (ORM) has become better known over the past few years, yet not many people realize just how important it is when building a business. A positive internet reputation boosts credibility, increases sales and improves the overall image of a company. It’s one of the most important keys to a startup’s lasting success. With all this at stake, it’s worth making a considerable investment in reputation management. You can look at professional reputation management services offered by Reputation Defender.
How Does ORM Work?
Why is reputation management so important? Simply put, page one of your company’s Google search has become the modern version of a company brochure. It’s where customers go when they want to find out more about you. Yet unlike an in-house publication, business leaders don’t have absolute control over the content of the SERP. It contains feedback from customers and articles written by independent news sources, as well as the official website. This makes the SERP more vulnerable, but also more powerful. Business leaders often have to work quite hard to influence organic search results in their favor, but once they do, there will be a much higher chance of turning anyone casually researching the brand into a long term client.
The following types of SERP results are crucial to creating a revenue-generating reputation:
- Credible Testimony – Today’s customers are more likely to trust the opinion of other consumers over what you say about yourself. Positive comments left by genuine clients will reinforce the company image and make it seem more trustworthy.
- Positive Reviews – Consumers are more likely to buy a product if they can find reviews from other satisfied customers. Drawing four and five stars on well-known sites boosts sales more than any other single factor.
- Personal Interaction – Even internet customers want to feel a personal connection with the businesses they patronize. Social media posts, blog articles and responses to comments and reviews all help to show there are real people who take pride in their work behind the company logo.
What Constitutes ORM?
ORM today is a multifaceted field that includes regular social media monitoring, responding appropriately to comments, blogging, news and website updates, as well as more technical SEO techniques. Today’s internet no longer functions from the “top down”, with business leaders informing customers about their company. It is a grass-roots environment in which everyone has a voice.
Businesses need to create the impression of transparency, allowing customers to feel involved with all parts of the process. Appropriate responses and honest admission of mistakes or lapses in services can minimize the impact of reputation-damaging material and is much more effective than lying to cover up the issue. Beyond this, ORM is about creating a deep reserve of positive, ranking content so that even when negative material makes it onto the SERP, it will be balanced by informational articles about the company and positive testimony from other customers.
ORM is a big task and businesses shouldn’t be afraid to ask for help. If you’re struggling to establish a positive online reputation for your business, consider working with our team at Reputation Defender.