What is Brand Reputation and why is it important for your business?

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How many of you have searched Google for “product name + reviews” before making a purchase? “Product name + Opinions”?

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Often, precisely because we may not yet know the brand that sells that product and we don’t trust it enough before proceeding with the purchase, we rely on the previous experiences of other users who have already made the purchase.

In a nutshell, let’s talk about social proof, one of Cialdini’s 6 laws of persuasion: the more people say that something is beautiful, the more you will be led to think the same, for the simple fact that “everyone says it”.

Therefore, it happens that everyone tries to achieve the highest possible average score for the reviews related to their business and that they are “as many as possible”. Attention: also in this case, it makes no sense to give weight to the quantity with respect to the way in which one operates in the first place, the way in which one approaches the topic of reviews.

Let’s start with the crucial question we are often asked:

“How do I remove this review?”

More than a few times I have had to answer questions like this, making the customer or collaborator understand that online reputation is not something easy to manipulate by the merchant. Also because, if this were the case, recognition of an ineffective and low-value system would spread rather easily.

Yes, if reviews don’t meet community guidelines or standards, they can be removed using wizards. But it’s not simple and it’s not said that all the reported reviews will be removed!

Beyond this aspect, we will focus on the usefulness of having negative reviews in your company profile or profile.

The goal is to collect testimonials, reviews that also aim to bring out the negative aspects of the products we are interested in.

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Negative reviews which, be careful, are not to be demonized, on the contrary: they allow us to evaluate a reputational profile of an online brand as truthful.

But the main objective always remains the same: to have as many positive reviews as possible on your company pages, so as to be reliable, attract potential new customers and convince any uncertain ones to choose to buy your product.

What are the aspects to take into consideration to take care of your online reputation?

1) Analyze the platforms and pages where the brand is present

From the Google My Business tab, to the company page on Facebook, up to TripAdvisor and, why not, vertical sites such as Trust Pilot, there are a myriad of channels in which users who have had experience of one of our products or services can leave a public opinion, shared with the network and, therefore, accessible to anyone in any place or time.

What does it mean?

That the user who will seek opinions on us or on the products we sell will probably rely on the perception that the many reviews on the various portals help to create in the imagination that will lead him to take actions. Basically, we can find 3 choices: I buy it, I don’t buy it, I save it for later.

Surely the first step is to open Google and search for “Brand name/product name + reviews” or “opinions” and see which portals we are on and what average reputational score we get.

2) Understand the nature of each platform/means, so as to study an action plan for any eventuality

Why did a user leave a review on our Google listing?

What moment, input or situation led him to want to share his own experience publicly?

You should know that the Apps have special features, such as Google Maps and the notification that invites you to leave a review of the place we have just left. Exactly, it works precisely with the GPS of our smartphone: when we leave a bar or restaurant, after a short period of rest, a notification appears asking the user to evaluate the experience just spent.

There are various inputs and types of stimuli that aim to make users express themselves, share experiences outside their personal sphere and to intensify the classic “word of mouth”, no longer only in oral and one-to-one form.

We can certainly argue that users are led to choose the platform on which to review a product or service according to the product category itself.

Are we reviewing a dinner?

We will most likely choose TripAdvisor as our platform. Are we using a new product purchased on an e-commerce site a week ago? We will probably have received an automatic e-mail from the e-commerce of the same brand from which we bought, asking us to express our opinion publicly and help other users make the same choice as us.

It is therefore normal that each platform has its own logic, grammar and strategies to maximize the value of the platform itself.

Even Facebook itself, which at a local level offers companies the possibility to open their own company page, has long since introduced various functions to encourage users to stay connected even outside the in-store experience:

the possibility of requesting the “Facebook Wi-Fi “, a Facebook-branded router that allows patrons of a place to connect to the store’s Wi-Fi by first passing through a filter page that invites the user to follow the company on Facebook with a “Like”;

the advice to page administrators to collect more reviews for their business, as they generate on average more accesses to the page itself:

If the “Reviews” tab is not present, to enable it you need to: go to “Settings” at the top of the page, click on “Edit Page” in the left column, scroll down and click on “Add a tab”; clicking on “Add a tab” next to Reviews will enable the new review collection function on the Facebook company page;

On Google, on the other hand, it is possible to access the Google My Business profile of one’s business, even from a smartphone, and press ” Share profile ” in the home page of one’s profile; automatically a link will appear to be shared with the person who should review, such as: “Be.Family snc di Pierfilippo Ariano would like to receive your feedback. Post a review in our profile.

Click here to leave a review on the readers Google tab.

If you are a close reader of ours, you can really support us with a review, we will be grateful!

On your own website, however, you can turn to external tools such as Trustpilot, a famous online platform that deals with reviews of companies worldwide. The software, which includes a Free plan for companies, allows you to configure your account and an Automatic Feedback Service, which allows you to program the sending of automatic post-purchase emails to your customers, asking for their opinion on products purchased and goodness of the service in a broader sense. With simple widgets it is possible to integrate your product data sheets, the homepage and the so-called category pages with the average customer score or an invitation button to leave a review. In premium plans, (starting at $200.00 per month), however, you can choose from a wide range of additional widgets to make the most of the software’s potential.

In addition to tools such as TrustPilot, even opening a new page within your site that reads “Site/brand name + opinions or reviews” can prove to be a winning choice. In doing so, in fact, we will intercept the so-called ” navigational queries ” that will lead the user directly to the official page of our brand, instead of ending up on third-party sites that mention our product or that risk leading him astray from our objectives.

How to improve online brand reputation

To improve the online reputation of a brand, it is not enough to take care of the commercial aspect ad hoc, from offers on one’s products, to attractive prices for customers or to the study of margins, which are certainly important, but with the digital world it is becoming more and more important to also take care of the entertainment of your target, involving them on several fronts, from the website to social media.

On the website, for example, the presence of a blog becomes crucial, in which articles of various kinds can generate curiosity in the user who discovers particularities that make the brand unique.

Even the indexing of the same article can help the site’s authority, because if done well it will allow more users to find answers starting from searches on search engines.

Social channels, then, play a fundamental role in maintaining brand reputation: companies can monitor comments under posts, analyze user sentiment and interact directly with them.

The importance of good customer service goes from offering more information to interested customers, finding solutions to returns and interacting with them showing that the brand can be trusted.

It is the listening phase, and the Community Manager in charge must give it the right weight in a digital strategy.

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