Online Reputation Management: How to Use Content to Build Your Brand Name

Mar 22, 2019 -- Posted by : emily

Online reputation management

Every business needs customers. Customers, on the other hand tend to only want to deal with companies they trust – those that provide the best products and/or services, with a proven track record, good reviews, and a solid reputation.

Maintaining an online reputation is a sure way to gain new customers as you continue to retain past customers. However, businesses don’t just wake up one morning with a good online reputation. A solid and reputable online reputation is built – it takes time, content, and a great reputation management strategy. Read on to learn more about what your business should do in order to succeed in building your online brand through engaging content:

1.Define your audience

Image showing marketing company providing online reputation management services

If you do not know your audience, how can you create content that fits them? The journey to a solid online reputation management begins with defining your audience. Know the market you are targeting with your content. Before you start pressing the keyboard, develop a customer profile and brainstorm content that will directly speak to them.

If you are running a clothing boutique for example, then your customer profile can either be a high-earning female executive or low-earning college student who is trying to keep up with fashion trends. These two groups will need a different content strategy. While the first group is for busy ladies who do not scourge the internet frequently for fashion trends, the second group spends most of their time on the internet looking up the latest trends. While the first group has all the money to buy what they want at any price, the second group can buy frequently, but on a low budget.

Defining your audience is the key to winning customers as it gives you the insights to attune your message to the specific group you are targeting. When the marketing message is more detailed, and specific to a particular group, it leads to more conversion and allows you to develop a deeper connection with consumers. They can review your products honestly and are free to drop in a critique of your service. The feedback from your website readers are not only a good chance to pick customer insights but also tests the accuracy of your online reputation management services. Most companies have lost customers because of poor reaction to negative reviews, most of which stem from poor audience.

2.Set Yourself Apart

Photo explaining that a reputation management strategy should be unique and stand out

So many businesses are looking for the same customers. It is therefore vital to create a solid brand identity that sets your business apart from others, here’s how:

  • Set Your Tone. When creating your content, it is essential to have a unique tone. Do you want to be seen as a free-spirited, charming, and outgoing person, or do you want to be the stern-faced, no-nonsense, and conservative doctor? Choose your tone and stick with it.
  • Brand Your Content. You can choose the theme colors for your website; you can even make them match the color of your brick and mortar store. You want your customers to be in touch with your content and connect with every piece of work you publish even without reading the whole material.
  • Be Reachable. When a person comments on your blog, be there to offer an answer to their question or appreciate their gesture. One of the surest ways of online reputation management is your relationship with your readers. It sets you apart from huge companies who never react to customer's comments.

3. Promote Your Content

Creating relevant content is not enough; you must have a budget to promote the content. Thankfully, there are many avenues of promoting good content. You can pay for Facebook or Instagram Ads, YouTube Ads, or Retweets. You can also connect with influential bloggers to link back to your site, or give you guest blogging opportunities. Visibility is an important part of every reputation management strategy. The more your site appears on the web, the more reputable it gets.

In business, the strength of your brand determines your sales. Therefore, it is essential that you create a solid reputation management strategy first, before you begin creating content. Partnering with an online reputation management company is also beneficial to get you moving in the right direction and get the online conversations started.

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