Reputation Management

Google and Bing are the search engines of choice when it comes to finding out information about a business service or product. They help us make decisions based on the search results they deliver, and perhaps our further research of those results – such as visiting reviews or social media websites.

Information about your business comes from many sources, not just the ones that you control, e.g. your website. Ensuring that users are making favourable, accurate comments about you on Social Media sites, Blogs, Review sites, in the Press etc, as well as ensuring your website content is well written and up to date, will help to build a good reputation for you and ultimately lead to more business enquiries and sales.

Even if damaging content can’t be totally eradicated, it can often be made less prominent by applying ‘watering down’ techniques and ensuring that new, more positive content appears on the upper pages of Google and Bing. This will help to ‘push’ or ‘hide’ the negative content further down the rankings, making it less noticeable to users who often only look at the first couple of pages of search results. Its not an easy task creating new online content and getting where you want it to be seen… Keeping it there is even harder and requires regular refinements and updates on a monthly basis. This is the core of Online Relationship Management.

The Cost of A Bad Reputation

Consider the following statistics, all of which highlight the long-term cost of a negative brand reputation online:

  • A single negative event is directly related to loss of revenue. 41 percent of companies surveyed in a 2013 Deloitte study reported that a negative reputation event caused loss of brand value and revenue.
  • 58% of Americans perform online research about the products and services they’re considering purchasing, according to a HelpScout infographic. In effect, six out of every ten of your customers sees whatever appears under search results when they enter your name. If anything negative exists on the first page, that’s the first impression they receive.
  • According to Moz, 67% of Consumers are Influenced by Online Reviews
  • Customers have the greatest power to drive your company’s reputation –– for better, or worse. Customers are more likely to share negative experiences than positive ones. In social media and the blogosphere, one viral review can spread to millions of customers overnight. For instance, when a customer caught a FedEx employee on camera tossing a package containing a computer monitor over a gate, the video racked up millions of hits –– to which the company responded swiftly with an apology.

On your behalf, we can respond to negative reviews to show your company in a more positive light or even get poor reviews removed. This might invove us dealing directly with the person or business that made the post’s.

We can provide custom solutions for solicitors, doctors and other professions whose livelihoods depend heavily on having a good reputation. If necessary we will use one of our selected legal partners to assist us in removing potentially damaging content.

On your behalf, we can obtain reviews from your clients to further promote your business with companies such as TrustPilot, Google+ and Yelp both on-demand and as call-to-actions throughout your business processes and documentation.

We can create micro-sites that will rank highly by the search engines to further promote your business and help ‘dissolve’ any negative content, ensuring that customers get the best possible first impression of your brand.

Why Is A Clean Reputation So Important

Here are a few statistics that reveal why a great online reputation can be a benefit to people and companies alike:

Of course the second question nearly always asked is “what does reputation management cost?”. The costs of reputation management are hard to pin down without details because the problems are so wide-ranging. They can involve content development, placement fees, negotiation, legal costs, even charitable donations to make things happen.

How People Actually Search Your Brand

  1. First Search: About 71% of searches start with a generic search – people usually don’t know what they want at first.
  2. Second Search: Then they narrow down to branded searches later (your company name for example).
  3. Third Search: Once they’ve identified your brand, and others users really dig in – they perform an average of 12 searches before engaging with your company. So protecting search results and keeping them clean is of obvious importance.

Of course the second question nearly always asked is “what does reputation management cost?”. The costs of reputation management are hard to pin down without details because the problems are so wide-ranging. They can involve content development, placement fees, negotiation, legal costs, even charitable donations to make things happen.

Protecting Your Clean Reputation

What would a great online profile do for you?

  • Improve opportunities
  • Lower risk by “owning” more of your brand
  • Improve brand visibility
  • Improve conversions
  • Get mentioned where it matters

Prospective Customers Research an Average of 12 Reputation Touch Points Before Engaging Your Brand. One Bad Apple Spoils the Barrel. Reputation protection reduces this risk.

You Have 120 Minutes!

By contrast, a company or an individual with no reputation protection strategy in place could get its good name tarnished by higher-ranking negative publicity. A comprehensive strategy to protect online reputation also helps brands manage a reputation crisis much more effectively. Research shows that the first 120 minutes of a crisis can determine the public’s perception about a brand.