When people search or find your business online, their perception is determined by your online reputation. As a result, online reputation management (ORM) controls the information people actively seek out.
For example, a variety of approaches and strategies can help you place unwanted and risky content at the bottom of Google Search Engine Results Pages (SERPs) and rank desirable content from your own or third-party sources at the top.
What does this mean?
This is because about two-thirds of all clicks occur in the first five Google search results.
However, ORM is not just for content management in search engines. This also applies to dealing with bad customer reviews and encouraging satisfied customers to leave more positive reviews. With these numbers in mind, the value of your personal and professional online reputation cannot be overstated.
Here are the four main digital marketing channels associated with ORMs, commonly known as the PESO model:
Any marketing activity that requires funds to represent your business on external websites and networks is classified as paid media.
This includes PPC ads from Google AdWords, display ads from Facebook, and sponsored articles from industry/influential websites. By developing new relationships with partners and customers, paid media expands reach and traffic to your web pages.
- Acquired Media
Acquired Media refers to your company’s coverage of third-party websites for which you have not paid. To do this, you need to stand out from the crowd with great content, products, or services that users appreciate. Internet and Social Media help to a great extent to buy tips.
- Social media, “brand extensions” of pages and profiles “provide more opportunities for people to interact.” When it comes to the nature of social networks, it is very important to invest the time and money necessary to revitalize the social network by participating in discussions and posting new content regularly. In general, having no profile online is better than having an inactive profile.
- Owned Assets
You own the Company’s website and blog, meaning you have complete control over them. Naturally, the more assets you have, the higher your chances of a successful digital presence. At the same time, you don’t want to create confusion by setting indistinguishable properties.
Here’s how to use these digital marketing tools to develop and manage your company’s positive online reputation.
#1: Decide what kind of online reputation you want to build.
: The first step in an ORM is to determine the desired online reputation. Is it your goal to become an expert in your field? Do you want to take on the role of a market leader? Or do you want to be known for speed and excellent customer service?
#2: Evaluate your online reputation now.
You can start by checking your current reputation. Ask your friends, family, customers, business partners, and stakeholders what comes to mind when people hear your company name. What are people’s first impressions? Does your online reputation match your offline reputation?
#3: Go Fish Digital Complaint Box
Go Fish Digital has created a free program that allows you to browse over 40 different complaint websites simultaneously and get a list of unfavorable ratings. A complaint box can help you get a quick first impression of a bad review or comment you get online, but it’s not guaranteed to be thorough.
Mentions is a platform that searches more than 1 billion sources including social media, forums, blogs, and other websites. You can use a variety of search criteria to track brands, competitors, and customers.
#5: Google Alerts
You can use Google Alerts to keep track of the latest content about your published business. You can also follow industry news and keep an eye on your competitors. This will help you find new guest blogging and commenting opportunities.
To create notifications, simply search for specific keywords and choose how often you want to be notified by email about new content.
You can also specify your preferred language and geographic region and identify sources of information such as news websites, blogs, or videos.
#6: Notifications from Talkwalker
Talkwalker Alerts advertises itself as “a replacement for Google Alerts.” The free Talkwalker tool lets you track everything related to your brand online, track your competitors’ activities, current events, and more.
To generate an alert, you must first define a keyword. Select the target language and enter your email address.
Create a social media policy that supports your reputation goals. The next step towards
A+ online presence is to implement a strong social media policy. The way we and our employees interact online is called our social media policy.
The following are some important considerations to keep in mind when developing a policy. It’s not a good idea to allow employees to post whatever comes to mind. This is especially true if the subject is company-related.
One reason is to protect your reputation. Another reason is that it is dangerous. To make things easier, ask your staff to mark all posts as “private” or implement a content pre-approval process if necessary.
Confidential information must never be transmitted. Professionalism is the key to a great online reputation. The same is true for sharing social media content.
You have the right to edit or remove potentially harmful content.
Experience the world of social media marketing without traveling.
The World of Social Media Marketing: Imagine being able to learn from the world’s best social media marketers without leaving your home or office.
By purchasing an On-Demand ticket, you will have the opportunity to virtually attend Social Media Marketing World. You can view sessions, keynotes, and workshops at any time or place. You will leave with real business-building ideas without the stress and cost of travel.
#8: Create a Social Media Content Strategy
That Helps Build The Reputation You Want The Social Media Content Plan outlines the areas and topics your company or brand will cover on social media.
Here are some important factors to consider when developing a social media content strategy: Define your social media goals.
Determining your social media goals is the first step in strategy development. Want more followers or fans? How to increase sales in your online store? Do you want to increase your brand awareness?
Decide on a social media platform that will help you find your ideal customers and achieve your goals.
One of the most important digital marketing perspectives is social media. Building a great online reputation requires identifying the right platform for interacting with your current and future customers.
For example, if you’re looking for C Suite executives, LinkedIn and Twitter might be more effective than Pinterest and Snapchat. When integrating social platforms, think about your competitor’s social presence and the demographics of your social platforms.
If your direct competitor is a strong and active player on your social networking site, then this platform will also be a good fit for your company. There are many tools available to help you conduct competitor research on social media.
Fanpage Karma ($14.90/mo) and Talkwalker (free version) are great starting points for evaluating your own and your competitors’ social media presence.
An example of brand analysis is Talkwalker.
There are also many platform-specific tools that can help you gather demographic information about your audience and competitors.
For example, we may access post statistics and user demographic information through Facebook’s internal reporting. You can also add specific pages to your watchlist to get performance data for those pages.
Access the Facebook Insights tool by going to the page and selecting the Insights option from the Admin menu.
Insights tab page on Facebook
To use Instagram Insights, you must first create a business profile. Then, on your profile page, click the graph icon in the upper right corner to access the report. In addition to your follower data, you can see the performance of your posts, stories, and ads, as well as your overall profile.
Use the Twitter analytics tool or Followerwonk for Twitter (free version available). Twitter Analytics shows how well your Tweets performed over the past 28 days, including impressions, clicks, and likes.
Twitter Analytics Followerwonk’s Tweet Engagement Statistics is a Moz tool that provides a detailed summary of your Tweets and followers.
LinkedIn analytics isn’t as comprehensive as Facebook or Twitter, but it’s still useful. You can see how many people have viewed and interacted with your entire content and demographics about your readers.
Basic Pinterest analytics (available for commercial accounts) gives you access to Pin and Board impressions, performance, and subscriptions data. Tailwind ($15/mo) is your one-stop platform for managing Pinterest and Instagram.
This will not only help you choose the best time to publish new content, but it will also help you track your competitors, monitor your conversations, and expose you to external content.
#9: Use Blog Posts to Improve Your Reputation (Own Media)
The secret to success (Best Google Articles, More Traffic, High Engagement) is to consistently create valuable content.
Thorough keyword research and creating quality content increase the likelihood that inappropriate content will be ranked lower in the SERP.
Here are some Best buying tips and resources to help you create high-quality content that supports your brand.
Keyword research helps you find the exact terms people use to get what they want online. Using the right keywords for your content takes you one step closer to understanding what your target market is thinking.
Since Google has so much market share, you can ignore Bing. The four digital marketing platforms that help shape your online reputation are paid media, earned media, owned properties, and, most crucially, social media.
Many tools are available to assist with everyday duties such as content production and sticking to a publication schedule on social media in particular. Remember to have a social media policy and content strategy in place as well.