Does a brand’s image influence the loyalty of customers and clients? Obviously, the answer would be “yes.” When deciding whether or not to go with a certain product or company, people turn to their friends, colleagues, and most importantly, the internet. According to statistics from the agency Reputation House, people need to read at least 7 reviews before they can trust a business. After the subsequent transaction, they can share their opinions, which can lead to either an increase or decrease in sales. Unfortunately, customers generally are more likely to share negativity than leave positive comments.
Now, let’s consider the possibility that potential consumers will encounter only negativity in the online space or will not find information about the product/company at all. In this case, the probability of cooperation will tend towards zero, which will lead to a natural drop in the organization’s income. Reputation House specialists say that it is possible and necessary to manage your online image. With the right approach, you can reach “top of mind awareness,” which means your company or brand is first that comes to mind when talking about a certain industry.
How can you achieve this? There are several secrets that the agency’s team is ready to share.
Reputation House: SERM for Working with Search Results
Reputation House has been operating in the reputation management market since 2010, is one of the top 5 global agencies, and has representative offices in 8 countries. Among its achievements are successful collaborations with KIA, Mercedes-Benz, and Acronis, as well as the development of Reputation House App and My Reputation — two unique reputation monitoring apps for individuals and businesses. Reputation House specialists also created IQBuzz, an innovative social media monitoring system.
The agency’s demand in the global market is explained by its comprehensive approach to creating a positive information field. It uses all the tools of Online Reputation Management: mention monitoring, guerrilla marketing, and negative feedback. Particular attention is paid to Reputation House’s SERM—Search Engine Reputation Management. This is a set of tools that allows you to manage search results.
When entering a search query, a potential buyer will see only verified information about the brand, its products, and services. It can be in a positive or neutral tone, with a small amount of negative opinions allowed. It’s a fact that consumers may lose trust in a company if there is only positive information about it on the internet.
Reviews with Reputation House and Other Content
When searching for information about a company or individual, people Google them, check them out on forums and social networks, and ask for opinions and help with choosing products. Therefore, they must encounter positive articles and opinions. For 85% of consumers, online recommendations are as valuable as reviews from good friends. For 60% of potential customers, negativity on the internet was the reason for refusing to purchase! A lack of information about a company will cause wariness among buyers who will prefer a more well-known and proven brand.
As part of SERM, Reputation House works with content such as:
- Publications in the media and branded blog articles;
- Reviews about products and services;
- Biographical articles;
- Information activity on social networks;
- Search results for branded queries.
Because potential customers so often turn to reviews, Reputation House actively monitors review sites, map services, and top internet resources. Experts keep track of the current situation: what information about the company and in what tone is present in the online space now, what is the reason for the negativity, etc. One prerequisite is close cooperation with the customer’s marketing department to identify brand or product problems. After an analysis, specialists select the optimal strategy. With SERM tools, Reputation House takes control of the information space, making the brand more recognizable and attractive to a potential audience.
