Online reputation

Online reputation edge: how to use it in digital marketing?

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“Your Online reputation precedes you by at least 2 steps”, goes an old adage also taken up by marketing theories. This is even more true in the digital age. That is why it is so important to monitor your online reputation.

Online reputation edge is not an abstract concept, but something that is measurable and that has direct consequences on your business . In which way? With the same products / services offered, customers prefer a company with a verifiable and positive online reputation. Blogs, social networks, forums etc. give each user the opportunity to express their opinions, in a continuous flow that must be monitored in order for it to work to your advantage.

What is online reputation and why does it matter so much?

Online reputation is that which is obtained, on the Internet, from interactions with users on the web and from activities on social networks and can be related to a product, a brand, a service, or a person. The challenge, imposed by digital platforms, is that deriving from massive flows of content and information , which run in real time. For this reason if a significant waste of resources is required to build your online reputation. Very little is needed to frustrate all efforts.

But why is it so vital for any business to monitor their online reputation? The five main reasons are derived from the following statistics:

  1. 58% of executives cited by Fortune 500 believe reputation management is a key part of their marketing and branding strategy.
  2. 79% of consumers place equal value in their decision making on both online reviews and personal recommendations.
  3. 84% of marketers believe that the concept of trust will increasingly be at the center of promotional campaigns.
  4. 86% of consumers rely on Internet research before buying, using specific queries .
  5. 90% of consumers confirm that positive reviews have a preponderant weight on purchasing decisions.

Online reputation: business benefits

Online reputation edge

The numbers that underline the importance of a good online reputation translate into concrete advantages for the corporate business at 360 °. Let’s see how:

  • Growth in trust – A good reputation increases public trust in the brand, as well as loyalty towards the product or service. Positive comments and reviews generate a domino effect that can drag corporate credibility upwards.
  • ‘Broken windows’ risk reduction – People follow suit. On the one hand this represents an opportunity for increasing confidence and on the other hand it reduces the risk of the effects of the ” Broken Window Theory “. It states that a warehouse with broken windows has a better chance of attracting vandalism. Conversely, having healthy windows and well-kept windows discourages vandals: a good reputation entices users to preserve it as such.
  • They fly for profits – It is undeniable that the companies with the best valuations obtain the highest turnover, thanks also to the visibility that the sector platforms reserve for them. The correlation between how people perceive a brand and revenues is therefore direct. Let’s then consider an additional economic advantage: a good online reputation allows you to save on other types of advertising.
  • Talent magnet – Companies with a positive reputation attract the best employees. People want to enter work projects and a corporate culture that work and in which they recognize themselves. To get to know it better, they trust the opinions of consumers and employees.

How to check your online reputation?

What does your target community think of your brand ? What are the opinions and comments of users / consumers of your service / product ? There are basically three ways to check the quality of your online reputation:

  • Google – The results on Google are now the business card of any business. Users and potential customers measure your success and evaluate the services / products based on how they show themselves in the SERP and on the ratings present. If the results are not satisfactory, do not despair: there are consultants who specialize in ‘cleaning up’ the digital story.
  • Social Network – Sentiment analysis allows you to monitor the number and volume of conversations generated around the brand. A kind of ‘digital noise ear’. Social media are particularly suitable for this type of analysis, because they represent an open field where the user becomes an active part of the communication strategy also through the so-called user generated content .
  • Online tool – To monitor what is said on the web, relating to a specific topic, there are various tools such as: ” Google Alert ” which, through the selected keywords, warns about new web results by sending an email and ” Mention ”Which keeps track of what has been published on various social networks and blogs.