{"id":9422,"date":"2019-02-27T18:06:38","date_gmt":"2019-02-27T23:06:38","guid":{"rendered":"https:\/\/referralrock.com\/blog\/?p=9422"},"modified":"2024-01-24T21:53:04","modified_gmt":"2024-01-25T02:53:04","slug":"brand-reputation-management-strategy","status":"publish","type":"post","link":"https:\/\/referralrock.com\/blog\/brand-reputation-management-strategy\/","title":{"rendered":"40 Marketers Break Down Their Brand Reputation Management Strategy"},"content":{"rendered":"

Recently we\u2019ve been writing and doing a lot of research on brand awareness and brand reputation. It sparked our interest enough that we wanted to reach out and get some first-hand advice from marketers on their brand reputation management strategy<\/a>.<\/p>\n

We wanted to know two main things, the secret to maintaining a good reputation, and how to respond to bad reviews.<\/p>\n

In this article, we will cover the first question, and you\u2019ll be able to see tips and tricks for responding to negative reviews in part two.<\/p>\n

Interesting findings from a variety of businesses<\/h2>\n

We received 40 survey responses from a wide variety of businesses. To include SaaS, beauty, finance, enterprise, P2P, and more.<\/p>\n

Here\u2019s what we found.<\/p>\n

Many marketers choose to handle their online reputation themselves<\/h3>\n

When we asked how people handle their online reputation, the majority said they handle it themselves.<\/p>\n

This doesn\u2019t mean they aren\u2019t using software or tools<\/a> to help accomplish this. They just aren\u2019t outsourcing their brand reputation to an agency.<\/p>\n

\"handling<\/p>\n

All but 10% of respondents mentioned that they take their brand reputation<\/a> into their own hands. We found this really interesting because as big as automation, AI, and SaaS businesses are, this means that hiring an agency or service to help with brand reputation management is not as common. Even though there are plenty of those types of software that exist.<\/p>\n

There is a slight preference in using software to manage brand reputation<\/h3>\n

We found it interesting that only slightly more than half of the respondents mentioned they used software. 21 of the 40 respondents, to\u00a0be exact.<\/p>\n

This was surprising, considering the majority of respondents mentioned they handled their brand reputation on their own. \u00a0While only around half of them use software or tool to help them manage their reputation.<\/p>\n

Of the tools being used Trustpilot was mentioned the most, followed by Google Alerts.<\/p>\n

Five people chose multiple tools from the list, and four of those included Trustpilot users. So even though Trustpilot was the most common tool used, multiple users (4 of the 6 Trustpilot users) used other tools on top of it.<\/p>\n

Here\u2019s what tools marketers rely on for managing their brand reputation.<\/p>\n

\"software<\/p>\n

 <\/p>\n

The biggest benefit of using software is that it helps you handle negative content<\/h3>\n

The majority of people who do use software responded that it\u2019s most beneficial in monitoring their business and handling negative content. In fact, 16 of the 21 who said they use software mentioned this.<\/p>\n

Gauging employee insights, replying to online reviews, and efficiently managing acquisitions were the least likely responses when choosing the benefits of using software for your brand reputation management.<\/p>\n

\"Biggest<\/p>\n

Note: Users were able to select multiple options.<\/p>\n

The brand reputation management strategy of 40 marketers<\/h2>\n

We were fortunate enough to get some great insight back from 40 marketers. In our survey, we asked two long-form questions, and we got a ton of information back. So much, that we\u2019re creating a separate article on how to handle bad reviews<\/a>.<\/p>\n

For this article, we will look at the strategy these marketers use for maintaining a good online reputation. Our question was simple:<\/p>\n

What is your secret to maintaining a good online reputation?<\/strong><\/p>\n

We found a few common threads, here they are.<\/p>\n

    \n
  1. Engaging within your community<\/a><\/li>\n
  2. Using a software<\/a><\/li>\n
  3. Staying true to your promises<\/a><\/li>\n
  4. Being good at what you do<\/a><\/li>\n
  5. Delivering on quality<\/a><\/li>\n
  6. Providing ongoing efforts<\/a><\/li>\n
  7. Giving people a reason to talk<\/a><\/li>\n
  8. Being responsive to customers<\/a><\/li>\n
  9. Making it easy for customers to learn and share<\/a><\/li>\n
  10. Delivering good customer service<\/a><\/li>\n
  11. Making sure all team members are on board<\/a><\/li>\n<\/ol>\n

    1. Engage within your community<\/h3>\n

    One of the easiest ways you can build your reputation is by actually engaging in the community you want to reach. \u00a0This human interaction can help set yourself apart, and you can really get to know your audience and their needs.<\/p>\n

    \"Tiffiney<\/p>\n

    Tiffiney Cornish from TC Creatives: Branding & Design Studio<\/a><\/p>\n

    We work to develop a level of interaction and engagement beyond just working together with clients and potential clients. We give away a lot of valuable content and knowledge for free which allows us to create a deeper emotional connection with people.<\/p>\n

    \n

    \"Lynne<\/p>\n

    Lynne Pratt from Virtual Solutions<\/a><\/p>\n

    Maintaining a good reputation is all about community and communication. By getting involved with your customers and guests, you give them a reason to emotionally connect with you, and remember who you are.<\/p>\n

    Social Media platforms are one of the most popular methods for customers to get in touch, so you need to have these channels running smoothly, and not only answer questions quickly (most people expect a response within the hour!) but also have relevant information easily accessible. The more you can help your potential guests, the more positively they will think of you!<\/p>\n

    \n

    \"ellenEllen Sluder – RingBoost<\/a><\/p>\n

    We stay on top of what is being said in as close to real-time as possible. We use a monitoring tool, check our social media notifications, and we read every review written. We also try to recognize unhappy customers as quickly as possible, so we can work to proactively fix issues. Excellent communication, proper expectation setting, and a big dose of empathy can keep frustration levels down, even when if the standard process has hiccups. And, we actively encourage all customers to leave us reviews and share their experience with us and with their friends and colleagues. A lot of positive reviews dilute the few inevitable negative ones.<\/p>\n

    \n

    \"LaurenLauren Petermeyer – SocialChimp<\/a><\/p>\n

    Being consistent and responsive to comments, critique, and questions is key. If real users are commenting publicly and you’re not responding, it doesn’t make you look good. It takes people less than a second to form an opinion of you, so being present and consistent is extremely important.<\/p>\n

    2. Use software to help you manage and see what\u2019s going on<\/h3>\n

    Using a reputation management software can help you keep track of everything that is going on (even when you\u2019re not around). Monitoring what\u2019s being said, can give you a leg up on planning a course of action and getting things back on track.<\/p>\n

    \"levi<\/p>\n

    Levi Olmstead – G2 Crowd<\/a><\/p>\n

    With a brand that is based around online reviews, reputation management is a core theme of our business.<\/p>\n

    We value transparent feedback from our customers\u00a0and want to see the negative comments. We make sure to monitor all our review sites, drive reviews, and monitor brand, competitor, and brand-related keywords across all social channels, media outlets, and blogs.<\/p>\n

    \n

    \"ElaineElaine Rose – ReviewInc<\/a><\/p>\n

    By having a fully comprehensive online reputation management software that shows me an all-in-one customer review dashboard makes life easier. I can monitor customer reviews with unmatched report customization and instantly get review notifications. I can respond directly to customer reviews, and create campaigns that are specific for my customers. Your customer reviews are valuable and missing reviews can cause negative feedback to go unnoticed. With ReviewInc\u2019s online reputation management service, the software automatically finds, monitors, and fixes review site links, guaranteeing you won\u2019t miss your customer reviews.<\/p>\n

    \n

    Matt Schmidt – Diabetes Life Solutions<\/a><\/p>\n

    Our secret is using a third party service, who monitors all the major review sites. If there are any fictitious reviews, conducted by competitors, we are notified immediately. And can address those with the site owners. My advice is to be proactive and review these things weekly with your team.<\/p>\n

    3. Stay true to your promises<\/h3>\n

    Something important to remember is to not offer something unless you can deliver. So stay true to your promises and give customers exactly what you say will.<\/p>\n

    \"Nate<\/p>\n

    Nate Masterson from Maple Holistics<\/a><\/p>\n

    As a personal care product company, we thrive on repeat business. That being the case, we realized how important it was to reach out to unsatisfied customers and correct any issues or complaints. In addition to increasing revenue, this was a crucial step in accurately forecasting our sales since it enabled us to determine whether or not a buyer was likely to purchase another product in the future.<\/p>\n

    \n

    \"Theo\"Theo Ellis from Anime Motivation<\/a><\/p>\n

    Staying true to your word. As long as you do that, and you stay consistent while going the extra mile, your online reputation is bound to be in good hands.<\/p>\n

    \n

    \"steveSteve Wimmer – TriNova<\/a><\/p>\n

    Hunt down unsatisfied customers and do anything you can to appease them within reason. Make it a policy to make them happy and then once they’re happy to\u00a0encourage them to share their experience.<\/p>\n

    \n

    \"JamesJames Pollard – The Advisor Coach<\/a><\/p>\n

    The biggest secret is to start with a solid foundation. If you’re putting out nothing but quality products and services, you shouldn’t have a problem with your reputation. It will take care of itself.<\/p>\n

    Of course, there will always be a few bad apples that write negative reviews and complain no matter what you do. My philosophy is that you shouldn’t cater to them. However, always be transparent with your customers. Customers understand that there are people out there who will always complain and leave negative reviews.<\/p>\n

    4. Be good at what you do, and your reputation will speak for itself<\/h3>\n

    A good reputation is built on a lot of things, but being good at what you do is the first step. If a lot of people are happy with your service or product, they might tell others, and soon enough your reputation will speak for itself.<\/p>\n

    \"joe\"<\/p>\n

    Joe Cuffaro from WSA Communications<\/a><\/p>\n

    The most important factor is to be genuinely good at what you do. The next step is ensuring your company is presented in a light that reflects its true-self. Perception will always revolve around what the world at large is saying about you, so make sure you are part of that conversation. If you do not have a business website or social media pages on the leading platforms, it is time to get involved. In the digital age, non-participation is viewed as behind the times or even worse as having something to hide. Communicate with your audience regularly, respond to queries in a timely manner and encourage happy customers to leave you a positive review.<\/p>\n

    \n

    \"Emily<\/p>\n

    Emily McCrary-Ruiz-Esparza – House Method<\/a><\/p>\n

    We never publish anything we can’t wholly stand behind, but understand that your readers have a legitimate point of view that matters. Set up your alerts across social and search engines, monitor comments, and social engagements. Take it a day at a time.<\/p>\n

    \n

    \"Roman\"Roman Daneghyan – Renderforest<\/a><\/p>\n

    Having a good online reputation is only possible by having happy customers. If the company can serve its customers in a good way, so they will be happy all the time, then it can have hundreds of online reviews on different platforms.<\/p>\n

    \n

    \"JamieJamie Cheng – Digital Alpha Agency<\/a><\/p>\n

    There are 3 things that any company can do to manage their brand’s reputation:<\/p>\n

    1) Pre-framing<\/p>\n

    2) Asking at the right time<\/p>\n

    3) Respond correctly to the poor reviews<\/p>\n

    Pre-framing the reviewer before they actually realize that you’re asking a review from them. And it’s not just any review, but an excellent one. Use images and words that subconsciously set the tone. Flash positive visuals, words that remind them of a good experience before going for the ask.<\/p>\n

    The right timing to ask differs from every company and customer. Some are more than happy to give a review, some are a tad bit hesitant.<\/p>\n

    People who see bad reviews will want to know more. Your response is crucial right now.<\/p>\n

    \n

    \"headshot<\/p>\n

    Allison Schmidt – Get Online NOLA<\/a><\/p>\n

    For our business, as well as our clients, we have a simple philosophy: do great work and you’ll get great reviews. Also, make sure you respond to the private messages sent from clients. More often than not if something goes wrong, a client tends to reach out to you first before going off and posting a review. If you can fix whatever happened quickly and talk calmly to an upset client, they’re much less likely to give you a negative review.<\/p>\n

    5. Always deliver on quality<\/h3>\n

    No one wants a half-finished project or to work with someone who cuts corners. People are spending their money on you, and are expecting a quality outcome, along with great customer service<\/a>. If you can deliver on this, you\u2019ll build up your reputation of being a quality product or service.<\/p>\n

    \"Mark<\/p>\n

    Mark Davis from Custom Throwback Jerseys<\/a><\/p>\n

    Success is in the details. We strive to maintain high quality with both our jerseys and our customer service. Keeping a high bar for both those areas sets your business up for success when it comes to reputation. It’s also beneficial to look for ways to go the extra mile and make a good impression on each client, whether that’s a helpful phone call, personalized note of thanks, or creative solution to a problem.<\/p>\n

    \n

    \"Marcus<\/p>\n

    Marcus Svensson from Albacross<\/a><\/p>\n

    Online reputation is super important for literally every business. Reviews influence a business\u2019 credibility, reputation, and sales. And for you to maintain a steady flow of customers, you need a solid reputation, especially nowadays, when it takes a split of a second for your prospects to find reviews and opinions which can easily influence their decision to either buy or not from your company.<\/p>\n

    Our secret to building and maintaining a good online presence is by upholding the quality of our service and providing outstanding customer service. We understand that the firsthand experience of our customers is what increases the word-of-mouth referrals and helps us to grow exponentially.<\/p>\n

    6. Ongoing and consistent efforts are key<\/h3>\n

    Working on your reputation isn\u2019t a once in a while type of thing. It takes continuous efforts and staying on top of your game. Making sure all aspects are consistent across the board allows you to deliver a quality and consistent experience to everyone.<\/p>\n

    \"Roman<\/p>\n

    Roman Rabinovich from Eventige Media Group<\/a><\/p>\n

    Our litmus test is to know that the customer is satisfied enough to send a referral without us asking. Staying on top of your reputation online also entails watching for inconsistencies in the way that the company is represented by the various data aggregators. False information can crop up online and you need a system to pick up bad data, flag it, and correct the details. If a customer finds an old phone number online, calls and gets the new owner or a message that says the line is disconnected, that can create reputation damage before an interaction ever starts. Clean data is key.<\/p>\n

    \n

    Jessica Weihe from Mustang Marketing<\/a><\/p>\n

    Brand reputation management begins the moment you develop your brand \u2014 not just in times of crisis or negative press. It\u2019s a continuous, ongoing process that involves monitoring your brand for both positive and negative reactions in the press and other related platforms, reviewing the successes (and sometimes the misses) of the products and\/or services provided to your clients, and consistently sharing your brand\u2019s good news with your audiences.<\/p>\n

    \n

    Stephynie Malik from SMALIK Enterprises<\/a><\/p>\n

    Staying absolutely consistent and ALWAYS providing our clients with world-class service. NO exceptions. We take absolute pride in our service and it resonates throughout our brand. We personally address each and every email\/message we receive.<\/p>\n

    7. Give people a reason to talk about you<\/h3>\n

    There are a variety of reasons a customer will talk about you. If you are offering quality service, providing them with good content, being active in your communities, and doing some leg work, people will notice and start talking.<\/p>\n

    \"PaigePaige Arnof-Fenn from Mavens & Moguls<\/a><\/p>\n

    Most of my work comes by referral and word of mouth. I think having a good online reputation is incredibly important to building a strong professional service business like mine. There are a few ways I can recommend:<\/p>\n