How to increase consumer trust online with ORM
Personalization is considered an established trend in the market. It manifests itself not only in getting to know your customer better but also in shaping their attitude towards the company. Consumers no longer see businesses as soulless. Behind every brand, they want to see specific individuals with their own values and ideas. Therefore, more and more companies prefer to work on improving their online reputation. An effective tool here is ORM.
Reputation marketing is a set of activities to improve a company’s online image. It involves analyzing users’ perceptions of a brand, looking for negative comments and measures to reduce their impact on the popularity of a business. In addition, this approach deals with optimizing brand mentions to increase the position of a brand’s website in search engines. This helps to weed out negative reviews and make them irrelevant to robots.
Thanks to ORM mechanisms, some objectives can be achieved:
- create a positive brand image and increase its visibility in the online space;
- increase the level of loyalty to the business among the target audience;
- Show the benefits of the company to consumers and competitors;
- evaluate users’ perceptions of the brand and their attitudes.
Reputation marketing instruments
Research from Bright Local shows how customer reviews influence consumer choice. According to the analysis, positive comments encourage 68% of customers to buy a particular brand’s product. However, 40% of users abandon a product when they see negative reviews. This research demonstrates that consumers value the customer experience more than the company’s description of the product’s benefits.
That’s why monitoring the negative regularly is important so that it doesn’t affect new customers’ attitudes toward the product. Such work is quite thorough, requiring a specialist response to each angry comment. It is necessary to ensure that this negative feedback is not meaningful to search engine crawlers and does not affect the brand’s online ranking.
ORM begins with an analysis of search engine rankings. Then specialists forms a reputation improvement strategy. Next, content must be generated to help improve the company’s image. Such publications are posted on the corporate website and social media.
For brand reputation management in the online environment, articles on behalf of the company on thematic platforms show good effectiveness. This allows the company to demonstrate its expertise in relevant issues, increasing its credibility. CROWD-marketing tools are also used when they publish positive comments or recommend the brand on forums or specialized resources with reviews.
Understand that there are no best ORM strategies. Success lies in working hard and responding promptly to every comment.
