It’s a wonderful feeling to get a new customer, or business that wasn’t expected purely from a referral or someone being family with your brand. For many businesses, this type of success gives clear evidence that their product or service is well reported on and will continue to succeed. However, the opposite is true when someone does a simple search online for your brand, and they find negative reviews or articles about your company. In some industries this negative type of publicity can literally result in the loss of thousands, and sometimes millions of dollars. It is for that reason that more and more businesses, both large and small, are investing in ORM; aka online reputation monitoring.
What is Online Reputation Monitoriing?
Simply put… it’s a marketing campaign that is solely focused on making sure that when someone searches for your brand, or does a search like the ones shown below, the results they see in the search engine portray your business in a positive light.
Smaller ORM campaigns simply focus on reporting the results, good or bad, and then it’s up to the business owner to come up with a way to combat them. Larger campaigns involve having those negative listings, hidden… not removed. Due to the fact that in most cases you cannot get a website removed from the organic listings of a search engine, they can be hidden by way of getting positive or neutral listings to rank higher. How that is done, how long it takes, and exactly how much it costs is covered in a different article. Just know that, as already mentioned, it’s important for both large and small businesses.
Why should businesses of all sizes be investing in ORM?
With more and more people doing “research” prior to doing business with any brand/company for a large purchase, or even buying something as simple as a $3 cup of coffee from a boutique coffee shop… the fact is people are making decisions based on what they find/read about a product or service. Due to the fact that so many people are attached to their mobile devices, here’s some data that proves it, in literally 30 seconds or less they can see what other people have to say about your brand. Some feel that all publicity is good publicity, but that’s not entirely true in this digital age.
Why all publicity, even the bad, is not always good publicity?
Sure there are cases when we hear some news story, or experience about a brand and their dealing with a customer or internal issues that might in the long run help the brand. However, when someone reads a bad review or article about your brand or service in the search engines, more times than not, your competitors website is a simple click away; meaning after they are done reviewing whatever they found about your business, they are exposed to your competitors by way of both organic listings and/or paid advertisements. The point is, any time someone is consuming any form of content about your brand… you want to them leave considering doing business with you, not one of your competitors.
Finally, having a bad reputation online cannot only take away from acquiring new clientele, but it can also result in you losing your existing clients. These days it seems more and more people are not just buying a product or service, but they are also trying to make a connection with the people behind the brand. If they are misrepresented or negatively perceived, the decision to do business elsewhere in most cases is quite simple and painless for your client.
Even if you’re an individual or small business, like Christina M. Smith that has Facebook / Twitter / Linkedin / Youtube accounts, it’s important to not overlook the fact that ownership and use of those platforms are a great step for monitoring your reputation online.
Do you HAVE TO invest in an ORM marketing campaign?
Not necessarily. However, this isn’t one of the cheaper forms or marketing that is both important and recommended by Nomvo. The good thing is it’s one of the forms of marketing that can result in a good ROI that will not only pay for itself, but it will increase your profits as a brand. If you have specific questions related to ORM or reputation management in general, please let us know. Nomvo!