In recent days, it has become a new trend to switch to a customer-centric culture with the help of digital customer service platforms. It helps to stay connected to customers with automated support. Moreover online reputation management solutions also focuses on managing online reviews along with maintaining the reputation. As a result, an online reputation management solution can be adopted for business development to enhance and protect its brand image. However, this process involves managing search engine results, along with social media presence, and online reviews. For this, it can be said that online reputation management solution creates a trust signal for determining prospects for your brand.
What is Online Reputation Management Solution ?
Online reputation management solution is the process of controlling the online conversation of a brand. The overall techniques and strategies ensure that customers can find their desired product of specific brands easily by searching on the Internet. Moreover, the purpose of online reputation management is to create balance, with counteract misleading trends in order to provide a positive brand image. On the other hand, Online Reputation Management involves a process of content curation to build relationships with influencers.
Implementing an online reputation management solution, as a brand owner you can identify the strategy that needs improvement and also can determine the best approach to address the issues regarding brand promotion. Because ORM helps a brand to understand digital perception and work accordingly in order to reflect the values and vision of the brand’s in online platform accurately. Therefore, it can be said that ORM consists of the following actions:
- Reputation measurement
- Media and public relations
- Online review management
- Employer branding
- Customer experience management
- Social media marketing
- Search engine optimization (SEO)
Why Online Reputation Management is Important
Managing online reputation management solutions helps to boost customer confidence about a specific brand, which drives business growth. On the other hand, a negative online reputation reduces brand prospects which leads to a decrease in potential customers. Nowadays, with the growth of digital technologies, people can easily use online platforms to research a product before buying. Nearly 84 % of people trust online reviews for purchasing.
It is clear that to achieve better growth, a business surely needs Online Reputation Management. It highlights the areas of improvement, which directly helps to update business processes by meeting customer needs. Online Reputation Management also helps businesses to identify and address potential reputation threats effectively, which reduces negative impact or publicity, that might lead to crises.
Therefore, it can be summarised that online reputation management helps in brand management by maintaining a positive online presence and enhancing a positive image and values. Moreover, positive online reviews and content also help to build credibility and trust among customers by focusing on customer sentiment.
Positive content that is generated by Online Reputation Management solutions improves search engine rankings, with actionable insights. It also increases potential customers to discover your brand among the competitors.
Understanding the Features of Online Reputation Management
In recent days, online platforms have become important among people to search for specific products or services. Therefore, a huge online research involves browsing online reviews. As a result, a brand needs to adopt Online Reputation Management, to get a positive reputation and remove negative reviews. So as a brand owner, if you adopt Online Reputation Management, you can get the following advantages;
1. Multichannel
Online Reputation Management solutions seamlessly integrates more than one channel as much as possible to provide actionable insights. This helps to improve the overall reputation management strategy regarding the brand online. Moreover, it also gathers and uses all the business data that are collected for analysing and streamlining online reviews to get accurate outcomes.
2. Collaborative workspace
A business must have an efficient system which can allow both internal as well as external teams to collaborate during online campaigns. Online Reputation Management is a supportive solution which allows a collaborative workspace to provide multiple users access to various overall actions of online reputation management without any interference. Therefore, it becomes easier for the companies to manage customer relationship in a better way.
Moreover, a centralized dashboard is provided by online reputation management which acts as a one-stop command centre and allows all members to collaborate on web pages or social media management tasks. It also allows multiple team members to collaborate on social media post creation, along with brainstorming innovative ideas, scheduling and monitoring real-time analytics.
3. AI and automation
Online Reputation Management system keeps track of the business conversations about brand management with customers. A brand can get an instant update on both positive comments and negative feedback from customers. It also enables the business to manage the brand’s reputation by responding to negative feedback at the earliest.
Moreover, automated monitoring helps to get better insights into the reactions or reviews regarding the brand. It responds to positive reviews in link-building activities with the customer to get better relationships.
4. Scalability
Online Reputation Management provides the features of doing multiple works such as monitoring and reviewing. With the help of scalability features, it responds to the updates and does not affect brand reputation management strategy. On the other hand, flexibility is also necessary in reputation management as there can be more than one social media platform or webpage. It also has media monitoring capabilities that are necessary for brand reputation management.
5. Reporting
Reporting refers to providing brand updates to customers promptly to keep them informed. By using Online Reputation Management, a brand can get the feature of reporting through which review sites can be measured and analysed. Businesses can get insights into customers’ sentiments to improve business operations by online reputation management.
How to Manage Online Reputation Management for Branding
From the above sections, it is clear that Online Reputation Management is important for brand management or business development. By using online reputation management services, as a brand owner you can improve your average online ratings across all the review sites. Moreover, by using Online Reputation Management software a brand owner can manage online reputation. With the help of review software, localized SMS and online campaigns are organised to facilitate the brand’s online reputation. On the other hand, periodic reputation monitoring along with the brand’s reputation management across multiple locations are also provided, resulting in seamless reputation integration.
White-level reputation management is another process which helps to improve the business operation of a brand, by providing access to reputation software. On the other hand, accurate and appropriate responses are important as they focus on negative online feedback and turn it into marketing opportunities by addressing the issues.
Monitoring customer reviews also helps to identify business standards, so that it can improve performance and set the brand’s online reputation.
On the other hand, analysing customer sentiment is equally important to build a well-designed business decision through which online reputation management for branding can be managed. Nearly 84% of marketers have used ORM tools which helped them to make better reputation management strategies.
It has been shown that replying to customer’s feedback is important as the customer can feel valued which results in brand reputation. However, review generation allows brands to perform a real-time online review management programme, which easily understands both the quality and quantity of reviews.
Moreover, with the help of the automated process of online reputation software, positive reviews are driven to the review page, to manage the brand’s online reputation.
Smart online review management software is also effective in getting a more efficient review monitoring process across product reviews. In the USA, as per the survey conducted in 2022, nearly 28 % of businesses were able to manage their online reputation.
Review acquisition of online reputation management helps streamline overall reputation management strategy and establishes better actionable insights on review pages.
Online Reputation Management Tools Used For Business Growth
Online reputation management tools are necessary for a brand to monitor its online presence on the web and review. If you are a brand owner and looking for some better ways to enhance your online presence and the brand’s reputation, then you definitely need a reputation management tool. However, these tools help businesses to monitor and respond to customer feedback across overall digital platforms in an effective way. These tools are important to incorporate proper strategies for businesses to perceived online. It also can directly enhance web traffic and positively impact on sales.
1. NiceJob
NiceJob is simply designed and efficient online reputation management tool, which focuses on identifying customer stories for presenting a positive reputation. It is also specifically designed for small brands as well as other brands in order to improve brand online presence in a hassle-free and convenient way. Moreover, several pricing tiers are also provided by this tool, which is available on the webpage and derived easily.
2. Birdeye
Birdeye is the ORM tool that allows a brand to improve online ratings by leveraging AI for analysing customer feedback. The feedback can be from various channels as well as web pages. Moreover, Birdeye helps to establish better customer relationships by connecting with social media channels and webpages. Using this online reputation management tool, a brand can understand and identify customer experience insights, which help to target pain points and grow sales in an effective way. On the other hand, Birdeye also sets customer trust in a significant way so that it can impact on ROI and brand management.
3. Sprout Social
It is an effective online reputation management tool, using which a brand can maintain a reputation management strategy. It helps to manage customer reviews such as analysing customer sentiment and removing negative reviews. Moreover, Sprout Social also can increase the ROI of business and efficiency by automation processes along with artificial intelligence and chatbots. Therefore, it can be said that Sprout Social is a reputation management tool that provides easy-to-use features to brands for responding to feedback and addressing issues effectively. Thus it results in establishing a better reputation management strategy, that directly helps to build a brand online by mitigating negative reviews.
4. Podium
The podium tool helps to integrate messages in the review sites, by focusing on customer relationships. Business communication with the customers gets simplified so that each and every review can be analysed in a better way. Moreover, the Podium tool offers several pricing plans, for providing access to all brands, whether it is small or large. It also focuses on getting more leads by building engagement with customers. On the other hand, this is a customer-friendly tool that enables customers to put reviews easily. Along with this, review invites can be automated, to track brand online, and build better reputation management strategy and customer relationships.
5. Trustpilot
By using Trustpilot a brand owner can get a large customer reach by following business trends, to get competitive advantages. Moreover, as a business owner, you can encourage the customers to put their valuable reviews, with this reputation management software or tool. This results in creating a positive online reputation and can be monitored to get online reviews. On the other hand, a business can also improve insights into brands online through online reputation management solutions.
6. Yext
Yext is another online reputation management software which improves digital presence along with reputation management strategy. It also ensures that business data can be updated across all ORM software as well as digital platforms. Yext is necessary for creating SEO that results in positive reviews. It provides a centralised review dashboard to maintain online information and reviews. On the other hand, search engines also get updated by including information in online directories which is important for reputation management strategy.
7. Mention
Mention is considered another major online reputation management software or tool that is used for analysing brand reputation and monitoring. It basically goes through a tracking process in which it runs on various review sites, and social media to provide insights of periodic updates. Moreover, a brand also can conduct customer sentiment analysis to make an effective reputation management strategy.
8. Brand24
Brand 24 is a media monitoring and analytics ORM software or tool which provides proper insight to brands regarding their online reputation management solutions. However, this ORM software also monitors online reviews from review sites such as Google App Store, TripAdvisor Yelp and also from the webpages. Brand24 also analyzes the performance of keywords which are based on social media reach and derived through customer sentiment analysis.
Consequences of Poor Online Reputation Management
Online reputation management solution is the most important strategy which helps a brand to get influenced by customer feedback. It is observed that 90 % of customers relied on online reviews before making any purchase decision. Therefore, it is quite obvious that implementing of online reputation management system is an important factor that helps in brand growth.
If a company does not adopt ORM or has poor ORM, it definitely hampers the business process. Moreover, it leads to low search engine rankings committed to loss of revenues. Poor ORM also reduces customer trust levels which tends to decrease profitability.
However, low customer engagement is not a better sign in terms of brand management it reduces customer retention rate and also damages brand reputation.
Therefore, the brand, which has poor ORM, should improve its strategy to get a better business outcome
FAQs
Yes, negative reviews can be removed from a webpage, but it is specified for some selected cases. These cases can be misleading press releases, fake comments or false customer reviews.
In order to get more reviews a brand can use online review management services to get positive reviews from customers. However, quality review management services can also be used to achieve more reviews that indicates better customer relationships.
ORM team of a brand can create a live landing page where customers can add their valuable feedback. As a result, it helps the company to understand customer sentiment and make effective business decisions to improve branding.
Conclusion
The impact of customers’ comments on online platforms regarding specific brands’ services or products is in a higher position. Growing with the digital trends, companies nowadays are rapidly using online reputation management solution tools for analysing, monitoring, and responding to customer comments. Several ORM software such as Brand24, Text, Podium, Birdeye, and SproutSocial are used for monitoring and responding to customer reviews. However, these tools can be also used for proactive brand management to get better online positioning along with enhancing customer trust. Therefore, it can be concluded that online reputation management solutions help a brand to get a large number of customers.
