Tag Archives: Brand Management for Businesses

Content Marketing and Your Online Reputation

4.18.14-Brand

Again, the terms are related but by no means identical, and it is helpful to explain some of the distinctions. We have defined content marketing many times over, so we’ll keep it brief for today: Content marketing is selling without selling. It’s establishing the value, authority, and character of your brand through the creation and publication of creative, informative, not-directly-promotional content.

Online reputation management is a bit more technical, but essentially it encompasses efforts to control what online search engines and social networks say about you. By leveraging the tools of online reputation management (ORM), companies and public figures are theoretically able to make sure that there is only good, positive information posted about them on the first few pages of Google and Bing; that negative or unwanted online listings are purged from the search engine results pages, or at the very least made difficult to find; that embarrassing images or news stories are suppressed; and that online reviews are all positive, public complaints kept quiet.

Which Do You Need?

Now the question is, which of these different (but somewhat overlapping) toolsets do you need for your business? Truthfully, it depends on what you’re trying to accomplish. If you’re pretty single-minded about addressing negative online reviews or eliminating an unwanted listing from the first page of your Google search results, then contacting an online reputation management firm might make the most sense.

With that said, if your aim is to more generally build goodwill toward your company—to establish your brand as a desirable and authoritative one, a brand of choice among consumers—then content marketing is the more flexible, versatile, effective, and affordable solution. As we’ve noted before, content marketing is all about telling the story of your company, and the aim is always to craft a narrative that places your company in the best possible light, all while building trust among your customers and clients and expanding your reach on social media sites and search engines.

Some specific benefits of content marketing—which overlap with and sometimes even exceed those of online reputation management—include:

  • Cultivating consumer trust
  • Positioning your company as an industry authority
  • Casting your company as one that can offer true value to its customers
  • Building a robust, active, positive presence on social media
  • Populating search engines with brand-enhancing information about your brand
  • Encouraging consumer loyalty
  • Turning your customers into advocates for your brand

If any of that sounds like something you’d like to make happen for your business, a free content marketing consultation could be just the thing. Contact us today to learn more: Visit grammarchic.net or call 804-831-7444.

Advertisements

Leave a comment

Filed under Brand Management, Content Marketing

What You Need to Know About Managing Your Company’s Online Reputation

Infographic-How-to-Build-a-Great-Online-Reputation

Just as a job seeker should remain aware of their online reputation in order to increase their chances of getting hired, a company and its management team must constantly be vigilant about how that business is perceived online. Whether the comments are good, bad, or mixed, understanding that dialogue is a necessary part of successfully managing a growing business. An entrepreneur who is interested in learning about the basics of online reputation management should review the following:

Learning about the online dialogue

The first step to successfully managing a company’s online reputation starts with a simple search. A quick Google, Yahoo!, or Bing search for that business’s name will make what’s being said about that business online pretty apparent. To do the search properly, it’s important to type in the exact name of the company, as well as any potential misspellings. After that, the entrepreneur should do an image search of the company’s name.

Ideally, the results will display a link to the company’s website, along with some positive reviews and interesting news about that business. When the online reputation for a business is healthy, that particular company will dominate the first page of search engine results with positive reviews and helpful information about the brand.

Keeping track of online mentions

A busy entrepreneur may not have time to scan Google each and every day for results about their business. To make it easier, you can set up a Google alert for your business. This means that you’ll get free, real-time e-mail updates when a mention about your company occurs online. It’s also possible to include keyword-based alerts that notify you when items are published that pertain to your business, your product line, or your client base. All of this information proves extraordinarily useful for someone who is pressed for time but still interested in managing their company’s online reputation.

Keeping tabs on the competition

While you want to manage your own company’s online reputation, it’s also important to stay on top of what the competition is up to. Taking some time to search how the other businesses in your field match up online can allow you to fill in any gaps in service that competitors may be experiencing, thus enabling you to alter your own services accordingly. If clients are complaining about the competition’s prices or poor service, you can put a special focus on customer care and highlight your prices in order to gain new clients who may be fed up with their current service provider.

Relying on social media

While checking out what’s being said online is important, an entrepreneur shouldn’t neglect social media platforms like Twitter and Facebook when it comes to finding out how customers really feel about that business. A business owner should check Twitter and Facebook several times per day, thus allowing them to hear important feedback and read about any potential complaints or questions that need to be dealt with. A large portion of consumers rely on these platforms to communicate with the brands they rely on, so giving them plenty of attention is an important part of successful management.

Do you use any special tools or techniques to stay on top of your company’s online reputation? Let us know in the comments.

The team at Grammar Chic specializes in a variety of professional writing and editing services. For more information about how we can help you, visit www.grammarchic.net or call 803-831-7444. We also invite you to follow us on Twitter @GrammarChicInc for the latest in writing and editing tips and to give a “like” to our Facebook page. Text GRAMMARCHIC to 22828 for a special offer.

1 Comment

Filed under Brand Management