Businesses and consumers frequently use the internet to find new products or services or to research a company they are considering giving their money to, so it’s important for businesses to manage their online reputation. Having a bad online image, or no online presence at all, is detrimental to your company and deters customers from purchasing your products or services. Many businesses are using online reputation management services to boost their online credibility.
Online reputation management companies counter negative online content, promote positive reviews and articles and, in some instances, help control crises. If you’re looking for an online reputation management service, this guide explains what these services offer and how to choose one suited for your business and your goals.
Online reputation management is a strategy that involves monitoring and molding your company’s internet reputation by emphasizing positive reviews and limiting negative ones. There are a variety of strategies used, including search engine optimization (SEO), content development and management, social media monitoring and management, review acquisition and management, third-party website monitoring and competitor analysis to mend a poor reputation or maintain a positive image.
Reputation management services use a variety of strategies to analyze, establish, protect and restore a company’s image online. Here are some of the primary strategies these services employ:
Your business is unique and may need some or all of the above strategies. Several reputation management companies also provide comprehensive digital marketing services, unifying your online presence. Depending on your needs, you might want to work with a company that offers services, such as website buildin
Some of the strategies reputation management services use are designed to draw more traffic to your website, encourage positive online reviews, monitor review sites (consumer or employee) targeting businesses and keeping an eye on what your competitors are doing.
You may run a great restaurant or a great company, but that doesn’t necessarily mean your online reputation will be a positive one. This is where reputation management comes in. Most consumers turn to the internet to learn more about a company before they do business with them, so it is important that your business has a good image.
A positive online reputation has several benefits for your company, including:
Using reputation management to maintain a positive online reputation can yield increased consumer trust, more profits and access to better talent.
The cost to hire a service varies greatly depending on which strategies your business needs. A few companies have preset service plans with fixed rates but many agencies provide customized services. Therefore, pricing is dependent on the strategies the service prescribes to clients.
Most reputation management firms conduct an online analysis of your brand first to determine which strategies will serve you best. After this initial analysis, they prepare a cost estimate to implement these strategies. Prices can run anywhere from a few hundred to several thousand dollars per month. It depends on the work required to repair and maintain your online image. You can also adjust — adding or removing — services as needed.
Pay close attention to whether the service requires a contract. Some companies have contract terms that span three, six or 12 months while others are on a month-to-month basis, and you can cancel at any time with no penalty.
Here are some tips to help you choose an online reputation management service that is best suited for your business.
Have a clear understanding of your specific goals before starting your search for an online reputation management service. Is your primary objective to monitor and improve your online presence? Do you want to clean up your social media channels? Are you more concerned about your SEO ranking? Do you need help acquiring and managing online reviews? Businesses’ goals vary and so do the services that online reputation management companies specialize in, so articulate your objectives clearly before contacting firms.
When you first contact a company, analyze how it treats you. Do its people seem truly interested in working with you? Are the representatives asking questions to better understand your needs, or are they simply putting on a hard sell and not listening to you or your concerns?
Ask whom you will work with if you hire the company. Will you have your own project manager as your point of contact? Alternatively, will you have to call a main number and speak to someone who isn’t fully aware of your business and the work being done on your campaigns?
When you do move forward with a provider, they should always be transparent and informative about your campaigns. You want a service that delivers honest feedback, updates you on the progress of your campaign and demonstrates that you are a valued client.
As part of your research process, don’t just check to see that they avoid what are known as “black hat” practices, which are unethical SEO tactics that can harm your online search rankings.
Google the company to see what others are saying. Also, ask for a list of the company’s clients and contact clients to hear firsthand from them about their experience working with that firm.
Last, look at the company’s website. Does it look professional? Does it have information about its top executives? If it does, research the executives to see if they have a positive online image.
As part of your process for choosing the right online reputation management service, establish your reputation needs and goals, contact the service to assess the level of customer research and research what others are saying about the service and its representatives.
Choose a provider that uses “white hat” tactics, meaning their techniques adhere to Google’s best practices. White hat tactics are completely transparent and rely on quality content and proper SEO techniques to boost your reputation. A reputation management campaign that uses white hat tactics can take a while to yield results, but those results endure.
Black hat techniques, on the other hand, may work quickly, but they are aggressive and risky. Search engines may ban you for using them. If an online reputation management service you’re considering recommends or admits to using any of the following techniques, eliminate them from your candidate shortlist:
Quality, honesty and transparency are the keys to a good online reputation. Some reputation management campaigns employ questionable black hat practices, which ultimately do more harm than good to your brand. Make sure that the online reputation management service you choose avoids the above tactics.
Below are our three top reputation management service picks. You can visit our guide to choosing a reputation management service to learn even more about these brands.
Podium’s primary focus is review acquisition and management. It specializes in enabling small businesses to solicit reviews through text message marketing. Podium is one of our top text message marketing picks — learn more via our full Podium SMS marketing review. Its one-of-a-kind Google Reviews integration immediately posts your customer reviews to your Google profile for seamless review acquisition. You can also respond to customer reviews through the Podium dashboard.
Gadook is our top online reputation management pick for individuals. You can use it to build and protect your brand or rebrand yourself. You can also use it to manage your reviews and oversee your SEO strategy. The company will assess your current reputation, then present you with a customized plan to improve or maintain it. The creation of positive, SEO-rich content that hides negative content is among Gadook’s most commonly used strategies.
Webimax is our top pick for small business reputation management. Its comprehensive services — content creation, social media monitoring, brand preservation, strategic PR, review management, crisis response, positive reputation promotion — give businesses all they need. The company will analyze your current reputation and present a customized strategy, then pair you with a dedicated project manager.
If you’re still not sure whether an online reputation management service can help your business, here are several questions and answers that might help you come to a decision.
There are various online management strategies that can boost your brand’s online image. To determine which ones you need, analyze your current online reputation. Perform online searches for your name or business’s name to see what comes up. Are there a lot of negative stories? If so, focus on boosting the SEO of your current content.
If during your initial search only positive results show up, consider tools that monitor the web and alert you if negative comments appear online. The sooner you know about negative content, the quicker you can resolve the issue. You also may want to consider review management services. This strategy involves encouraging customers to leave reviews. The more positive reviews you have, the better your online reputation will be.
Customers who have negative experiences with your brand are more likely to leave an online comment or review compared to people who have a good experience. Enough negative reviews and mentions can damage your company on multiple fronts.
When customers post negative information about your business online, do not ignore it. The best response is to reach out to the person and try to remedy the situation. Why did they have a poor experience? What can you offer to appease them?
If consumers are repeatedly complaining about the same issue, such as inconsistent product quality, and you fail to fix it, you can gain a poor reputation quickly.
Another somewhat less common reason why businesses develop a bad reputation occurs as a result of damaging publicity, such as if a bank has a data breach. These situations occur suddenly, and you will need a crisis management agency to help resolve the core issues contributing to the crisis and the resulting damage.
Reputation management is an all-encompassing strategy to manage your online reputation; it can include review management. Additionally, reputation management can include strategies like SEO and management, content development and management, social media monitoring and management, third-party website monitoring and competitor monitoring.
Review management is a specific type of reputation management, it is focused on helping companies acquire new reviews, respond to current reviews and counter negative reviews. The average consumer reads 10 online reviews before deciding whether or not they should trust a business, so if you only manage one part of your online reputation, review management should be it.
Social media has become such an integral part of consumers’ lives that if your business isn’t on social media, you don’t exist — which means your business should have some sort of social media presence. The type of social media accounts your business needs will depend on your industry and products or services.
Consumers often use social media to air complaints, spread gossip, share brand recommendations and find new goods and services. A good social media reputation can positively affect your reputation while a poorly managed or inactive social media account can have the opposite effect.
When consumers interact with your social media accounts, whether they are singing your praises or airing complaints, you should prepare a thoughtful and professional response. Social media feeds can go viral quickly, and it’s important to maintain a consistent focus on managing them.
It might take three months to see results, or it could take a year, depending on the state of your online reputation when you start the service and the strategies you employ.
Ask the company you’re considering using how long it might take to see positive results. If you aren’t seeing the results you want after that time frame, discuss why it isn’t working and other strategies you can use to achieve the results you’re looking for.
If your goal is to repair a negative reputation, you might consider discontinuing services once that goal is reached. However, you might want to switch to a less-aggressive management program, which would involve monitoring the content that shows up online and responding to issues immediately.
Another option is to focus on review management. You might want to use a hybrid review acquisition and management strategy, which would continue to build on a positive reputation.
You may be able to implement some online reputation management strategies on your own. The question is, how much time and resources do you have to devote to it? If you are a small business owner, you likely have a lot of other responsibilities. How much time can you realistically set aside to monitor your online reputation, write positive content, generate new reviews and manage those reviews?
If you have an established business that can hire someone whose sole job is to manage your business’s reputation, maybe your business can handle this task. Compare the cost of a reputation manager’s salary (and benefits) with the monthly fee for an outside online reputation management service.
Most small business owners lack enough time to properly manage their online reputations. You can instead hire a third-party service to handle this for you. You’ll likely earn back the amount you spend through customer opportunities that would’ve gone missed to a lesser reputation. Consult this guide as you compare service providers to choose the right one for your business.