A business’ marketing strategy should have brand reputation management as an integral part of it due to the gigantic impact negative reviews have on prior marketing efforts. “Bad feedback shouldn’t be disregarded, as it can allow brands to discover more about their flaws and increase the quality of their everyday operations,” said a representative for ICMediaDirect. When would-be consumers go online to ascertain more about an organization or item, coming across bad reviews very often pushes them to a competitor. When no such reviews are searchable from authentic consumers, consumers tend to drop their transactions to avoid risks.
Managing information visible on the internet remains a key pillar of online reputation management. ICMediaDirect’s team of professionals recommend claiming all online listings connected to the brand across the web, including local directories, Google Places, and other websites that provide such information. Despite companies having little control over what people are saying on social media, they can influence the conversation by focusing on proactive brand messaging. ICMediaDirect encourages the incorporation of the latest marketing technologies, such as storytelling techniques and videos. Innovative photography alongside building a coherent narrative raises engagement while creating an opportunity for businesses to build trust and the right image.
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While the results are applicable to all companies, they focus on local businesses. An incredible 92% of respondents state they would only use a company if it displayed, at least, a four-star rating on review sites. The stats are broken down further, showing reliability (27%), expertise (21%), and professionalism (18%) to be the most vital characteristics for a local company to be associated with. After analyzing this data and additional studies, ICMediaDirect confirms that building up a solid online reputation is just as important for a company as prioritizing its offline standing in the local community.