Our SEO company this week was given its largest reputation management assignment ever. To formulate a strategy to counteract some negative online information that is gaining traction in both Google and on the popular social networking platform Facebook. Considering that we deal with reputation management enquiries on a regular basis, what makes this situation so special?
Well the client in question (kept confidential for obvious reasons) has over a quarter of a billion dollars worth of products in the marketplace and you better believe that the type of consumers which would be interested in purchasing his products will be researching both his company and the products in great length before making a decision to do business together. We discussed his deep regret in the fact that he had simply overlooked the need to engage in pre-emptive reputation management for his business.
As a direct result of this negative online exposure, the clients offline and online reputation is suffering badly which of course is having a terrifying impact on his revenue.
Revenue and Reputation – The two edged sword online
It is obviously a very well known fact that businesses all across Australia and around the world are flocking to the internet like moths to a light bulb to market their products and services. While many companies are facing daily operational challenges just to stay alive, our SEO company and companies of the like are thriving due to the internet rapidly becoming for some, the one and only place to market their business. A well oiled digital marketing strategy is sure to increase the revenue for any business whether you are strictly an online, or even a bricks and mortar business.
But what happens when it all goes horribly wrong?
Let me guess, you have been running an amazingly profitable and successful business for many years offering a first class product or service to businesses or consumers? As the age old adage suggests, the customer is always right – but as we know all too well, there is always one customer that you just cannot keep happy!
In the age of internet marketing, the chances are that if your business exists in an industry niche that is highly profitable then the competition amongst the search terms your wanting to rank your business for will be highly sought after, except for one search term, your brand name! 99 out of 100 business are left exposed and helpless to protect themselves against this unwanted and often unfounded exposure.
When a disgruntled customer decides to take their dissatisfaction to the next level there are many ways that they can make a serious impact online;
– Reporting to government regulatory bodies like the ACCC resulting in punitive measures.
– Posting to online forums & review websites
– Use of a dedicated website to attack your brand (or you trademarked?)
Enter the need for Pre-Emptive Reputation Management
In a rapidly changing business landscape, where holding on to loyal customers can be the difference between swimming or sinking for your business, you need to be thinking about the real value of investing in pre-emptive online reputation management for your business. Don’t wait until it is all too late, because reputation management SEO is not an overnight fix.
Very few businesses are established enough to ride out the possible effects of an online reputation disaster. Investing in pre-emptive reputation management is much more cost effective than reactive reputation management when something goes wrong!
What businesses are most at risk?
Obviously there are certain business models that are not forced to suddenly rush out and embark on a pre-emptive reputation management campaign. Business owners can usually form an understanding of as to whether reputation management may be needed for their business based upon their previous history of customer complaints, and the financial implications of making a complaint go away. Some of the key indicators that your business needs pre-emptive reputation management as listed below;
– Big Marketing Budgets – Does your company have a large marketing budget, that as a result sees your customers being driven online to search for your company brand name?
– Trades of Craftsmanship – Are you in the trades industry and rely heavily upon managing your customers expectations of your craftsmanship?
– Complex Intellectual Property – Do you exist in the technology industry that may require a deep level of understanding and knowledge about your product to keep a customer happy?
– Celebrities or Authority Figures – Are you a person in the media or public spotlight that often finds your comments or actions coming under scrutiny?
If reading this article has brought upon the need to protect your online reputation, then contact your SEO Company today!