Reputation Management

Potential Clients and Search Engines

Potential Clients and Search Engines

In digital marketing, we speak a lot about “knowing your audience.” Because algorithms, analytics, and targeted marketing are incredibly specific, you have to have an exact idea of what different groups within your target audience will positively respond to. Another way of putting it is having buyer personas.

A buyer persona is a fictional character or avatar created to represent a user that might use your products or services. For instance, if you’re a home-services business specializing in cleaning, you’ll have a range of different customers that can be segmented into different personas. For example, a working mom that needs extra help with cleaning or an office manager looking to outsource an appropriate vendor. Both require your services, but they have different goals, and their buyer’s journeys won’t be the same.

It’s important to remember that you can’t just think about your online reputation from your perspective. You have to contemplate how your buyer personas are searching online and what they want, so you can tailor your marketing efforts to meet them where they are. Most businesses have more than one buyer persona within their target market.

Buyer personas are detailed documents that include bios, personality traits, preferred shopping habits, learning (where and how they get information), goals, frustrations, motivations, and brands they’re likely to buy. They are living documents that should be updated every 1 – 4 years as consumer habits change and new products or services arise.

The First Step of Online Reputation Management

The First Step of Online Reputation Management

Online reputation management often goes hand in hand with digital marketing because one influences the other. Any good online reputation manager knows the first step to improving digital reputation is identifying weaknesses. Common ones include:

Negative Online Reviews

Reviews are all over the internet, whether it’s Google, Yelp, or social media. How you respond to positive feedback and negative feedback matters. According to Adweek, over 70% of customers view reviews as important decision-making considerations. So, if you have eight very negative reviews on different social networks or business listings, or a blogger ruining your reputation on Instagram, you’ll need reputation management strategies to counter their negative reviews.

Lack of Social Media Interaction

Every online retailer should have an active presence on social media channels applicable to their target audience. Maintaining your pages and communicating with users online improves customer experience. Some businesses employ community managers, who are responsible for maintaining pages, sharing positive content, and interacting with customers.

Don’t forget; many customers use social media to give recommendations, too. With analytics, reputation management software, and social listening, businesses can identify and address customer issues and provide feedback. Not responding to users online can cast a negative light on your brand’s reputation, as 79% of customers expect a brand to respond within 24 hours once they’ve made contact.

Vague Case Studies

While marketing case studies are excellent tools to persuade customers that your products or services can solve their problems, they won’t help if they’re not descriptive or specific enough. A convincing case study reads like a story with a positive outcome. It details exact customer challenges, outlines how you helped them, and offers relevant data points that further emphasize successful results.

Negative Search Results

Occasionally, you may come across negative articles in search results that you wish to be removed, but you don’t own the web page. A typical example would be a blogger who posts a blog post about a bad experience on their site. The only way to get rid of this type of negative review on a third-party website is to directly contact the individual who published the article and request they “unpublish it” or implement reverse SEO, which is considered a more long-term strategy. In this case, a professional online reputation management company will know how best to minimize the impacts of negative media coverage.

Creating a Spotless Online Reputation

Online reputation management is a constant process that is managed, not cured. Once you know what you need to work on, you should create and implement a coherent plan that’s preemptive and responsive.

Be Transparent

Disappointed customers don’t return, and they’ll likely create negative content in the form of unfavorable reviews. No business wants to admit all its weaknesses upfront, but sometimes honesty can go a long way. For instance, if you’re a small business just starting out, you might explain that you’ve got many orders to process and are trying to get them out as soon as possible, but there may be a delay. This simple act of communication prevents disappointment and displays good customer service.

Integrate Online Reviews

A smart way to improve your online presence is to incorporate reviews as a part of your buyer’s journey. Once a customer makes a purchase, you should always ask for a review and feedback. Some businesses like Uber include this in their app, while others send a follow-up email. You can’t please every customer all the time, but if on the odd occasion you do receive a negative review, you’ll already have a dozen positive ones. If you have a positive online reputation, one negative review will probably be chalked up to a difficult customer.

Managing Reviews

Publicly responding to all reviews communicated that you care about what your customers have to say, whether good or bad. It also doesn’t look like you’re just out to do damage control on simple negative reviews. As a successful business, you should be engaging with customers constantly. Over and above good products and services, offering high-quality customer service ensures people will continue to reward you with return business.

Set Goals

Good reputation management entails understanding what a company’s goals are. Remember, it’s about public perception and imbuing a brand with specific qualities to provide a competitive advantage within the marketplace. So, if you strive to be the best personal injury lawyer, for example, your reputation management will be angled towards promoting and marketing this objective. You need to know where you want to be, where you are now, and use reputation management to bridge the gap between the two.

We Can Help Manage Your Reputation

Comrade Web has a reliable track record of transforming companies’ online reputations and remedying reputation damage. Our comprehensive reputation management strategies include:

  • Proactive review management
  • Content marketing, including video reviews
  • Social media management
  • Search engine optimization (SEO)
  • Integrating tools to engage customers for more positive reviews

We manage loads of result-driven reputation management campaigns every year. Let our team take care of your brand online, so you can focus on doing the business! Click here to improve your brand’s reputation.

Case Studies

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Levinson Law Group

Levinson Law Group is a Southern California-based firm specializing in personal injury cases that vary from client-to-client, with a particular scope of work focused on vehicular accidents.

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Levinson Law Group
Levinson Law Group

Challenges

Their old site failed to position the firm as leaders within their industry. Important information was not properly communicated, their story was not properly told, and the content was not up-to-date. Additionally, they were relying heavily on paid ads to help them generate leads while failing to implement a proper SEO strategy to achieve sustained growth.

Solutions

The first step was to completely rebuild the site, clearly communicating the firms impressive track record and story. CWA added a video to reinforce the firm’s message and reputation. This was coupled with a streamlined layout for easy navigation and implementation of new content, all structured as sales funnel to help display information and generate leads.

The next step was to optimize onsite SEO as well as strategize offsite activities to help strengthen the firm’s local presence in Southern CA. This new approach allowed the firm to grow their audience beyond their local markets and help garner them a reputation throughout Southern California. Through effective paid advertising strategies, CWA has successfully helped Levinson Law Group decrease the amount spent on ads while increasing the amount of viable leads generated from these campaigns.

Kruger, Inc.

Kruger, Inc. is a Canada-based manufacturer and distributor of a range of sustainable products across numerous industry sectors. What’s more, the company holds the very cool title of Canada’s “tissue king,” as the number-one producer tissues in the country.

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Kruger, Inc.
Kruger, Inc.

Problem

Kruger was in need of a world-class website to help convey their story and the culture of the company: working within different industries and communities through sustainability efforts and renewable resources.

Solution

CWA worked hand in hand with Kruger’s team to design and develop a truly modern, user-friendly corporate website fitting a nationally recognized brand. Replete with concise company information and highlights as well as a high-caliber mobile experience, the website serves as a valuable resource for both consumers and investors alike.

AARP Illinois

AARP is a US-based non-profit interest group whose purpose is to help empower the aging American population by means of advocating for social change through information, advocacy, service, and lobbying activities.

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AARP Illinois
AARP Illinois

Challenges

AARP Illinois tasked Comrade in designing a website that would help them drive IL residents to engage elected representatives as means of holding them accountable for drafting a sensible state budget. With this, CWA would help AARP develop what would become known as the “Enough Is Enough” campaign. The goal was to create tools to enable residents to add their own stories and opinions on the crucial topic of state budgeting and its adverse effects on the elderly population.

Solutions

CWA created an easy-to-use website that lets users find appropriate information and get involved. Users can subscribe to a newsletter, browse through and submit stories, discover facts and statistics regarding the state of IL, and stay up-to-date on current news regarding the budgeting crisis. Finally, the website guides the user toward action and engagement, including sharing content through social media.

Belgravia Group

Belgravia Group is a premier real estate company from Chicago, with a legacy spanning over 70 years and having developed well over 2,000 properties within that time. Belgravia consulted with CDMA on creating a modern, attractive website to properly showcase the company’s culture and history. After multiple creative brainstorming sessions, CDMA was able to develop the blueprint for what would become a stunning site to help represent Belgravia.

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Belgravia Group
Belgravia Group

Challenges

Belgravia’s prior website was stagnant and required a revamp that would give them a cutting-edge and modernized look to match their niche of real estate: high-end properties in some of the most popular neighborhoods of Chicago.

Solutions

The approach applied was both minimalist and interactive: the website has a clean-cut layout with easy navigation. CDMA also consulted Belgravia in creating unique, professional content to add to the site, helping to strengthen the company’s online reputation. The visual content consists of beautiful professional photography that showcases the properties Belgravia Group manages.

Blueprint Healthcare Real Estate Advisors

Blueprint is a Chicago-based advisory firm that specializes in senior housing and healthcare real estate, offering unique exit strategies, solutions, and consulting for both investors and operators. Blueprint enlisted Comrade Digital Marketing to revamp their website, create a client portal for investors and operators, and to develop a mobile app for their services.

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Blueprint Healthcare Real Estate Advisors
Blueprint Healthcare Real Estate Advisors

Challenges

Due to the high amounts of information that is typically exchanged between BP and their clientbase, the requested portal needed to be capable of both holding said information and allowing exchange between multiple parties. Their complex business model also had to be taken into account, as there are several variables in the kinds of information exchanged and how the portal should function for each user.

Solutions

We developed a brand new site for Blueprint, bringing their branding and voice up to date with user-friendly navigation and professional stylings. This included creating a design and branding library for future use.

As for the client portal, we were able to create a visible portfolio with all assets in a “data room”: a place within the portal where Blueprint can exchange files, messages, and other related content with their clients (and vice versa).

From the admin side, users are able to update and manage portfolios and related assets. Additionally, they are given a variety of dashboards for their different metrics, including finances.

The mobile app was developed for usage on both iOS and Android platforms, serving as an on-the-go version of their site.

Vesta Preferred Realty

Vesta Preferred is a Chicago-based real estate company specializing in luxury properties in some of Chicago’s most sought-after and vibrant neighborhoods. After consulting with Comrade, a strategy was set in motion to help expand Vesta’s digital footprint through a revamped web presence and lead generating campaigns.

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Vesta Preferred Realty
Vesta Preferred Realty

Challenges

Vesta required a website that would serve as a platform for visitors and potential customers to rent apartments, buy homes, or sell properties, all through an easy-to-navigate process with efficient filter functions for an optimal experience.Vesta desired to become a thought-leader within their industry, looking to help anyone seeking a new home. Their new website and branding needed to accomplish this.

Solutions

CWA rebranded Vesta Preferred, developing a modernized website with a reliable search feature. The easy-to-use website allows users to browse through properties in real-time, including viewing inventory, property details, draw comparisons, and schedule an appointment if need be. Additionally, CWA placed various lead magnets to increase user interaction. A very robust admin portal was custom developed for Vesta’s team to help manage and control all aspects of their site and it’s listings. A special attention was given to a mobile experience recognizing that 70%+ of Vesta visitors are viewing the website from their mobile devices.

Boat.me

Florida-based company Boat.me offers a unique platform where boat owners can sign up to offer their boats (with or without captain) on an hourly or daily basis for leisurely use. Owners may host or simply rent out their boats for trips. Alternatively, if a renter is interested in borrowing a boat, they can enter their preferences and location and be matched with boats in their area.

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Boat.me
Boat.me

Challenges

Boat.Me required a website that would allow them easy access to their boating “inventory” in real time. Owners had a need for an area on the website where they could make updates on their boats such as availability. This was asked to be housed in an attractive, fun looking website that was easy-to-use.

Solutions

CWA created a sleek, interactive website that help Boat.me run their business efficiently. A website included an easy-to-use interface for members, one-time renters, and boat owners. The company’s platform offers an easy, streamlined experience for all users.

Why Clients Choose our Digital Marketing Agency

Why Clients Choose our Digital Marketing Agency

Potential customers or clients will undoubtedly research your business or service prior to making a buying decision. That’s why having a clean online footprint and stellar reputation is so crucial.

 

  • We run dozens of successful, comprehensive reputation management campaigns yearly
  • We have a proven track record turning around companies’ online reputations and growing their businesses as a result
  • We believe in a multi-prong approach tailored to your industry that comprises content marketing including video reviews, social media management, SEO and more
  • We’re experts in integrating tools automatically engages your customers for positive online reviews

Recognized as a leading digital marketing & web design agency in Chicago

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Services Beyond Our Reputation Management

Web Design & Ux Web Development
Comrade provides a combination of Digital Marketing Services geared towards achieving best meaningful results.
FAQ

Reputation Management FAQs

Why reputation management is important?

Business growth relies on positive brand reputation management. A brand with a good reputation builds customer loyalty and confidence in its products and services, which drive sales and increase revenue.

What role do case studies play in managing reputation?

Not only do case studies produce unique marketing materials you can share and promote, but they also provide social proof of how your product or service has been successfully implemented by customers.

Should you engage with online reviews?

As a core component of online reputation management, reviews help you get noticed in search engine results, improve search engine results, provide constructive feedback, and sway your target market to purchase your products or services. Responding to positive and negative comments is also part of good customer service.

Why are video testimonials important?

When potential customers watch other people walk about your services and products in an honest way, it reinforces brand credibility and trust within your target audience.

Why Clients Choose our Digital Marketing Agency

Why Clients Choose our Digital Marketing Agency

Potential customers or clients will undoubtedly research your business or service prior to making a buying decision. That’s why having a clean online footprint and stellar reputation is so crucial.

 

  • We run dozens of successful, comprehensive reputation management campaigns yearly
  • We have a proven track record turning around companies’ online reputations and growing their businesses as a result
  • We believe in a multi-prong approach tailored to your industry that comprises content marketing including video reviews, social media management, SEO and more
  • We’re experts in integrating tools automatically engages your customers for positive online reviews
Ivan

“Online reputations take a long time to build, and just one or two bad reviews to destroy. We know the importance of your online reputation and have powerful tools and strategies to protect it.”

Ivan
CEO, Partner

Get in touch today for our no-obligation reputation management assessment.

During this, we will evaluate:

  • Your online footprint and Google ranking
  • Current reviews and review data
  • Website content
  • Competitive landscape

Your online reputation can make or break your business. If you are experiencing a low number of reviews or negative reviews online, don’t hesitate to reach out. Our high-level reputation management plans are proven effective at transforming your online reputation for the best.

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