Online Reputation Management for Small Businesses

Digital word-of-mouth is a powerful branding tool that can help small businesses increase visibility and customer loyalty. However, reputational risk is a real concern for small business and needs to be managed proactively.

One way to do this is by generating reviews from customers. This shows your customers you value their opinions and positions you as a trusted authority in your industry.

Identifying Potential Issues

When it comes to online reputation management, identifying potential issues is essential. It’s a process that typically involves addressing possible crisis situations in a timely manner, but it can also involve more proactive efforts like content marketing and PR campaigns.

For small businesses, this can be particularly helpful for establishing brand trust. Customers that trust a business tend to be more loyal and less sensitive to price fluctuations, so maintaining positive relationships with your audience is key.

One of the best ways to do this is by creating content that’s relevant to your audience, such as in-depth blogs or videos that showcase your expertise. This is called owned media, and it can help improve your search engine optimization (SEO) and position you as a trusted source of information in your industry.

Another way to establish trust is by participating in local community events. It’s how many people find the small businesses they want to support, and it can make you feel like an integral part of the community.

Lastly, it’s important to keep your local listings up-to-date, especially during holiday seasons and other special events. A comprehensive local listing ensures that your potential customers have all the details they need to make a decision about whether or not your product or service is right for them. Nav’s customer reviews and social media monitoring make it easy for you to monitor your reputation from one place.

Creating a Content Calendar

A well-implemented online reputation management (ORM) strategy includes not only addressing negative comments and reviews, but also amplifying positive feedback and content. Especially for small businesses, which often operate on tight margins, one bad review or unfavorable mention can disproportionately impact the brand’s image and customer base.

As a result, ORM is an essential component of small business marketing, and it involves proactively building a digital presence that reflects the company’s true values and promises. For example, the best ORM strategies prioritize good customer service and actively engage with customers to address any issues that arise.

Creating a content calendar can help you manage the execution of your ORM tactics, so you can meet your marketing goals and protect your reputation at the same time. A free and flexible option is Google Sheets, which offers a simple content calendar template that syncs across devices and allows team members to edit in real time. Another great tool is Coda, which integrates words, data, and teamwork into a single, intuitive interface.

Other key components of an effective ORM strategy include keyword optimization, guest blogging, and local SEO. Targeting keywords that resonate with your audience can help you control search engine results pages, pushing down negative articles or reviews and establishing your brand as an authority in the industry. And making sure that your business’s local listings are complete and up to date can ensure that your potential customers see accurate information.

Using Real-Time Monitoring Tools

When you have the right tools in place, it’s easier to stay on top of your online reputation. Monitoring tools like Statusbrew allow you to track conversations and sentiment about your brand, as well as competitors, to identify potential crisis situations before they get out of hand. You can then take quick and effective action to manage negative reviews and protect your online reputation.

A strong online reputation is an essential part of establishing trust with your audience and driving business growth. In fact, 93% of customers say that online reviews influence their purchasing decisions.

While many businesses focus on monitoring social media, review listings, and direct feedback channels, it’s important to take a broader approach to reputation management. For example, you may be missing out on opportunities to generate new customer leads by not monitoring Reddit or LinkedIn discussions.

There are a number of monitoring tools on the market, each with its own set of strengths and weaknesses. Some are free to use, while others provide more advanced features. For instance, Social Mention tracks mentions of brands on 80+ social media sites, providing insights into the strength, passion, and reach of conversations. It also offers sentiment analysis and allows you to monitor specific keywords or hashtags. SEMrush is another tool that combines reputation management with SEO and digital marketing, providing analytics, monitoring, and reporting.

Responding to Negative Reviews

While it may be difficult to avoid negative reviews completely, there are things a small business can do to minimize their impact. The most important step is to stay informed, whether that’s through regularly monitoring comments or by using real-time monitoring tools like Mention and Brand24. Keeping up to date on conversations about your business and the general state of the industry will help you anticipate problems and develop a reputation management strategy before they occur.

When negative feedback does arise, it’s important to respond promptly. Prospective customers look for a response to complaints and are more likely to trust a company that addresses negative reviews quickly. A well-thought-out and respectful response can also turn a negative review into a positive by showing that you care about your customer’s opinion and are committed to improving your products and services based on their feedback.

It’s also helpful to encourage positive reviews by providing a direct link to your review page on your website and social media as well as including it on any printed paraphernalia that customers may encounter. This is not only a way to show that you value customer feedback but can help your reputation stand out among competitors who do not do so. It is also crucial to remember that a bad review is not a failure but rather a stepping stone toward achieving your business goals.