Reputation Management vs. Reputation Marketing
If you’re a brand marketer in 2017, you undoubtedly know the impact of a bad review on your brand. You may have even experienced the panic of trying to remedy a bad online review, also known as “reputation management”. But are you maximizing the value of positive reviews to promote and market your online reputation ? We are talking about Reputation Marketing.
Stronger than any advertising, word-of-mouth marketing continues to be the driving force of a customer’s buying decision. The power of chatter now includes digital conversation, namely reviews.
In comparison with reactive reputation management, reputation marketing is a proactive strategy for bringing new business opportunities to your door by cultivating an excellent online presence. A great brand reputation is built over time through what your customers say about you, and consistency, transparency, and great feedback are key to building a five-star reputation on your website and social media.
According to consumer review studies, 88% have read reviews to determine the quality of a local business before hiring a service or purchasing a product. In the travel industry, that number is as high as an overwhelming 97.7% of consumers! Other research indicates that 82% of buyers will seek out a competitor upon seeing bad reviews.
The bottom line is, good or bad, your brand’s online reputation has a direct impact on your company’s success.
Turn around and amplify that five-star reputation, and you’ll get more customers and maximize the value of your business. For example, 72% of consumers will take action after reading a positive review. Not only that, they are likely to spend 31% more for excellent reviews.
Where and How to Acquire Customer Reviews for Your Online Reputation
The first step to getting great reviews is to provide an excellent service or product. The old saying is true “a great product sells itself.”
You can jumpstart the collection of reviews by simply asking respectfully, and many companies are already doing just that.
You can read more about how to collect video reviews
In fact, statistics show that 7 out of 10 consumers will give a review if asked.
In the travel industry, this is especially important, as a reported one-third of travelers left a travel-related review on review websites and 16% posted about their holiday experiences on social media.
Sometimes all it takes is a casual mention to elicit a positive review from a loyal, happy customer after a positive interaction. When you ask consistently for reviews, you collect more balanced data, including many who had a great time but wouldn’t think to leave a review unless given a light nudge. Further unprompted reviews usually tend to be polarized between the ecstatically happy and the super disgruntled.
Of course, you can (and should) make it easy for the customer to provide a review at any point in the customer journey, such as placing a device at the point of sale, requesting reviews via email, text, or QR code, using website plugins, and maintaining active social media profiles.
Amplify Great Reviews to Spur New Business
Along with monitoring and acquisition, amplification is an essential piece of your brand reputation marketing strategy. Consider a mix of the following strategies:
- Use a review widget to collect and display reviews on your conversion pages
- Turn positive reviews into social media posts.
- Ask your customers via email using a customized template. This process could be either automated, sent a specific amount of time after a transaction on an ecommerce store, or manually, by emailing a customer list.
- Include a link or QR code on printed materials linking to your testimonials page or preferred review site.
- If you distribute white papers, include customer testimony in the findings to support your research.
- This omnichannel approach will not only allow you to collect more reviews companywide, but also lets you see over time which channel is the most effective.
Whether you’re in ecommerce, the marketplace, tourism, or otherwise, focusing on reputation marketing is essential for your business in 2017. Read about How User Generated Content can be your most important source of new business.
Companies like Tellofy provide a complete platform for review acquisition, customized surveys, review marketing tools along with key customer insights & analytics. Start a Free trial with Tellofy today.
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