Reputation management is imperative to driving your online performance. Brand maintenance can be tiring work, but it’s a necessity particularly if you want to build a stronger online brand.
The truth is everyone is going to have an opinion about your business. In fact, we actively request opinions from our customers. Whether you get negative or positive feedback, take a look at what steps you can take to creating a stronger online brand.
If you don’t have a brand guidelines document, put it at the top of your to-do list. Having a consistent visual brand is the most effective way of building a stronger online presence. Use the same visual brand elements across all marketing assets. Whether it be your website, social media channels or emails – get recognised and stay remembered.
Find out who’s talking about you and what they’re saying by tracking your brand mentions online. Set up Google Alerts – an easy to use, free tool. Tracking your brand mentions gives you a chance to learn about your brand from the outside looking in. It also gives you a chance to build links to your site, which will help improve your rankings.
Discover Brand-Sensitive Keywords
Take a look at the hybrid keywords that people are using to find your site. For example, [Limley web design], [Limely web design agency], [Limely careers] etc. Researching brand-sensitive keywords allows you to find out how people are searching for your brand. You can often discover which parts of your site are unclear to your customers this way or identify weak points in your product or service. To get a general idea of these keywords, navigate to the Search Traffic section of Google Search Console.
Keep Track of Your Competitors
Monitoring your competitors is the best way to avoid making the same mistakes. It also allows you to understand their performance metrics such as a sudden loss in traffic or visibility. In addition, get a feel for how customers feel about your industry and brand by conducting sentiment analysis using tools such as Hootsuite.
Respond to Negative Feedback… Always
Reputation management should be part of your everyday job. Think of it as an extension of your customer service department. Don’t block users or delete negative feedback – Get creative with it, like Sainsbury’s did with this unhappy customer…
Focusing on your brand can often be put on the back burner. Why not take 30 minutes out of your day and follow these simple steps? Did we miss anything? Tweet us your tips.