Any negative review or word of mouth about a brand spreads faster than the positive feedback. Therefore, it is essential for brands to have a solid business reputation management plan to guard their image.
Online reputation management requires painstaking efforts as it is a path that offers both bouquets and brickbats. That is why being on top of reputation management trends is vital for every business to maintain a positive image required for brand marketing. Besides, let us remember that the COVID-19 pandemic has hit the buyers’ general willingness to spend money, so a brand really needs to outshine its competitors and reflect its usefulness to attract customers’ attention—an aspect where online image again plays a significant role. Here are the top … techniques that should be paid attention to manage the public image of any brand.
- Use the mix of right tools
Taking care of a brand’s reputation goes beyond simply scrolling through the comments sections on various social media platforms and replying to each. Use different types of management tools to assess your existing reputation in the digital market space. Some of the popular tools include Buzzsumo, Google Alerts, Buzzsumo, Social Mention, Reputology, Trackur, Review Push, Chatmeter, etc. Owing to their big data-centric and AI-powered features, these tools help brands draw meaningful inferences about their reputation and then make strategies to improve or maintain the brand image.
2. Get influencers on board
Collaboration with influencers is an integral part of all business reputation management plans. Partner with genuine micro and mega influencers to try and endorse your products. While micro-influencers charge less but are great for promoting niche products, mega influencers with millions of celebrities are a great choice to promote a generic product widely. Besides, the image and associations that an influencer stands for is also a factor here. For example, Nisha Madhulika would be an apt choice promoting food products and kitchen equipment among home-makers and even the youngsters who live away from their families and prepare their food watching her videos. On the other hand, Kendall Jenner promoting toys and memory-enhancing games for babies would hardly make sense for the kind of people who follow her.
Working with the right type of influencer through well-thought campaigns or content helps drive real, honest and meaningful conversations with the customers and brings forth a positive brand image.
3. Interact with your customers
Don’t leave everything up to the influencer. They will surely help garner customers’ attention towards your brand but you need to have dedicated resources to attend to customers’ queries and address their complaints. Sometimes, a buyer raises a question when he or she is checking products online and about to make a purchase. If his or her query gets answered well within time, there you are! Your brand may ‘earn’ a sale as soon as you respond to them on social media.
4. Be solution-oriented and compassionate
Being polite and empathetic with your customers is non-negotiable while your social media management team (or even the call or chat service team) engages with your customers online. However, never go overboard and start sounding too sweet for anyone to not get irritated. When a customer posts a complaint, apologise for the inconvenience caused and offer a quick solution, always. This way, reputation managers can create positive experience for the otherwise miffed customer and might change their perception about your brand. If you have been receiving positive reviews about your products, express gratitude to those who took time out to write a review online.
5. More focus on video marketing
Content marketing has been floodlighting the entire business reputation management game. However, as the world is getting busier and more mobile-savvy, videos are gaining more traction because of their power to lay an impact instantaneously. Further, with influencer marketing coming into the reputation management scene, videos have become all the more important. So ensure that your brand is also adapting to this change in the form of content being shared for brand promotion. Mobile-compatible videos are easily shareable too, which helps build brand image through word of mouth and personal recommendations. From
data-driven videos and entertaining videos with a mention of your brand to 3-D videos and live streams, there are many ways to incorporate video marketing into your prestige building plan for your brand. Always remember that the video, like any other form of content, should address all the concerns and queries of consumers, preferably in a creative way.
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