Will your brand survive the online barrage?

Have online comments and reviews become the new word-of-mouth?  Businesses have to be conscious of what’s being said about their brand online, both good and bad. According to a Forbes.com article, online reputation issues can arise quickly and take management by surprise.  The question comes up about “what can I do?” about my online reputation.  Many people use the internet as a soap box, so much of what is said is easy to dismiss.  Part of the battle is trying to cut through the clutter to the real issues people are saying about your brand.

The biggest surprise organizations don’t realize is the potential for loss of business because of negative comments.

For example, a company I know, which shall remain nameless, experienced a tough time because a negative story came out and was placed online.  For nearly a year the company’s negative story made it online. Even after the company was cleared of any wrongdoing, the online reputation of the company was tarnished.

The company relied on being awarded contract work and when it submitted proposals for work, one of the first things potential customers did was search the company on Google. The company lost out on over an estimated $1 million in business because of their online reputation.

To fix their online reputation it took nearly a year of a combination of social media, blogging, positive news and Google changing its algorithm before the company saw the online reputation begin to change. Yes, negative online reputation is real and is something to be concerned with as a business owner.

While this was an example of the negative of online reputation management, having no presence is just as bad.

If you own a restaurant, or any business really, you know about website like Yelp.com, Google Reviews, Zagat, and even the YP.com (Yellow Pages). Reviews can make or break your business.

According to a BusinessInsider.com article not having a brand online is just as atrocious. Through reviews, articles, etc., having a brand for yourself of your business is a must to be found. 

I know when I go to the store and I am unsure about a product, I will scan the barcode, if it’s available, and read reviews. Many times, that will influence whether I purchase the product or not. The same applies to restaurants. My wife and I will often check reviews of a eatery before trying something new. Usually though, we’ll give the place a try even if it’s had a few negative reviews. You have to take into account reviewers that are just online to make a stink versus the real ones.

As a business owner, encouraging patrons to review your services is important to build your brand and positive online reputation. This can be done by simply asking after every purchase. I’ve seen businesses offer a chance to win gift cards or free services if they review your business.

Facebook has incorporated reviews on business pages and is one more channel to monitor. Your business Facebook page will now show a star rating of 1 to 5, depending on positive versus negative reviews. Encourage and monitor should be the mantra for your organization. Many of the review websites are indexed by Google and show up on the first page of Google results.  And when 93 percent of all online experiences begin with a search, according to the Search Engine Journal, its difficult to ignore the value of where you stand in your SERP (search engine results page). 

So how do you reach your audience to build your brand online. Well, according to a research study published in the Journal of Advertising Research, an ads click-through rate, a website’s unique visitors and ad impressions were often mentioned the most by professional media managers.

Building your brand online means having a clear concise message delivered to all target audiences. Utilizing digital advertising, an organization can deliver a specific message to a particular audience based upon their purchase or online behavior.

Behavioral advertising is one way to deliver your message based upon the behavior of a user. For example, let’s say you recently made a purchase of a case or charger for your android phone. You may begin to see online ads for more phone cases, maybe an ad for a new phone. You could see an ad for an iPhone because Apple knows you have an Android phone and they want you to switch. The messaging from Apple could relate to your ownership of a Android phone. Their message could be they have an app that helps transfer all your saved picture, apps, and more to your new iPhone.

This is one example of building your brand and using the digital expanse to reach your audience.

Your brand is only as strong as your product. This is one area that is often overlooked by organizations. Owners want to develop a new snazzy communication and marketing initiative to reach customers. However, no matter how much you scream from the mountaintops, if you do not have a strong product, then your branding means nothing.

Company leadership must recognize that branding should start internally. To some, this way of thinking may not seem in-line with their approach. I think to have a successful brand you MUST have a strong product and/or service. Your biggest brand ambassadors include your employees. To neglect them would be a disservice to your business. Bring them into the brand process. Train them into brand evangelists. Let them communicate your brand for you. Again, perfect your product, or at the very least, listen to your customers and make strides to improve.

Your brand and online reputation go hand-in-hand. Monitor your reputation before it’s too late. Create a comprehensive communications and marketing plan to build or maintain your brand. After all, it’s part of the lifeblood of your organization.