When you think of reputation, what do you think of? It’s a good bet that online reviews will spring immediately to mind. Little wonder, given how vital they are to local businesses today and how much they influence the opinions and actions of potential customers.
The truth is, reputation marketing for local businesses goes well beyond the humble consumer review…
It isn’t just about proactively taking steps to acquire online reviews and responding to them across various platforms.
It isn’t just ensuring you always put your best ‘public’ foot forward on social media with carefully curated content and updates.
It isn’t just sending out a PR to celebrate a great case study, award or endorsement, or networking with reporters to be mentioned in articles or on TV.
Reputation marketing is the broader overall strategy which sets out how each of those micro actions will be conducted and directed, with each considered in line with how the organization wishes to be perceived. It encompasses all of your brand messaging, tactics such as how you amplify good reviews, and plans for how you will cope in a PR crisis.
Forbes contributor Steve Olenski observed that with so much information available on demand online and so many forums for sharing opinions and experiences, reputation is created from a range of sources – comments, shares, recommendations, reviews etc. – and a constantly evolving ecosystem which shifts and changes at warp speed thanks to new publishers,…