‘Designing Strategies’ Newsletter
March – April 2011 Volume 8 — Issue 39
I know, I know, your mother told you that it’s not nice to talk about people behind their backs. But, the truth is, people do it all the time. It would be nice if they only had nice, warm, glowing thoughts to convey about you, wouldn’t it? Nice, of course, but there is no guarantee that will be the case. Too often, people are more anxious to share bad news than positive comments.
It’s up to you to protect your online reputation by building your brand and sharing it positively. In today’s world where computers and Internet access are the norm, it’s easier than ever for an unhappy customer to vent their displeasure where hundreds, thousands, even millions of people can see it.
We’ve been working recently to clean up our ‘Designing Strategies’ database. So many subscribers have changed jobs, e-mail addresses and even closed their businesses during the difficult economy. While correcting database information, I was amazed to find how many small businesses have no website, blog or other intentional on-line presence.
There was no way to find them or their businesses online. The ‘default’ of searches for many was the Manta or Merchant Circle directory sites. Just their last known company name, and address were listed. Maybe a phone number. But that was it. There was absolutely no positive message telling who they are, what they do and why people should do business with them. Their brand was non-existent.
Worse yet, some had unchallenged negative comments posted about their company. What if the only thing potential customers find about your business on-line is negative? Maybe what they found is neither true nor accurate. If they had known, maybe they could have fixed things and turned the negative into positive. Definitely not a good first impression for potential customers, that’s for sure.
Potential customers searching for your business, even locals, will do a computer search before they pick up the telephone. Very few pick up the phone book anymore to let their fingers do the walking to find you. The Yellow Pages section of telephone directories is a dying dinosaur. On the Internet, customers know they can find much more information on which to base their decisions. Yellow Pages advertisements are so limiting. Even the large – and expensive – ads are limited in what information you can share.
Internet marketing channels can bring brand and reputation control back into your hands. Exactly what potential customers find, and how much or how little it impresses them, is up to you. It is your responsibility to present your brand in a positive way. You need to be sure whatever prospects find is positive information casting your company in the best possible light. You are in charge of protecting your company reputation.
How You Can Protect Your Online Reputation
How often do you go on-line to see what is being said about your company? You don’t want to allow negative comments, whether accurate or not, influence potential customers. How many people will see a negative comment you aren’t even aware exists? Be sure everything about your firm on the Internet is positive. Prospects need to find only glowing terms about your company. Your company brand has to impress new customers.
There are sites on the Internet that post your company name, address and phone number without your even being consulted. Most of them are like directories. Some are national – or international – in scope. Others are more local. These sites invite you to ‘claim’ your page and add information to your listing. You can add your logo, your website URL, and other pertinent information about your company. You can expand your brand to a limited extent on these sites – for free. That’s the good news.
The other side of the coin is they also welcome comments from the public about your company, products and services. Anyone at all can add comments and reviews of service they received from you. They can comment on your products. Whether or not the reviews are true or accurate, they are out there. If someone does a search for your company, these sites can show up in search results. Everything about you online is there forever; favorable or unfavorable. Someone who is a competitor can post unfavorable reviews, hoping to show you in an a bad light.
It’s time you found out what is posted about your firm on the Internet that you didn’t put there. With today’s advances in technology, there is simply no excuse for even the smallest business not to have a web presence. A small business website allows you to paint your firm in the best possible light. This is your chance to put your brand out there for potential customers to find. It allows you to present how your firm is better than your competitors in a very positive way.
Options abound on the Internet for marketing your firm in a positive way. A website allows you to impress and influence customers looking for your type of products and services. New platforms spring up all the time that allow for a basic website or blog. These are the best two channels for you to present and control your brand. You own them and can determine what you want to post that shares the best about you and your company. Along with the increased marketing freedom comes a responsibility to protect your online reputation.
Those free directory-type sites like Manta and Merchant Circle provide a chance to at least be found on the Internet. At best, they just let customers know how to contact you. Since they aren’t owned by you, you have somewhat less control. But, with your input, they can present a positive, if limited, image of your firm. By all means, claim those free listings and add details about your company: your products and services, business hours, even identify your staff. Remember that others can also post comments and reviews on these sites. Monitor your on-line presence regularly to be aware of what is being said about you. Respond to each comment. Keep everything prospects find about you positive.
It is imperative to develop strategies and processes to protect your online image and brand. If negative comments are posted, get busy and clear up the problems. Turn that disgruntled customer into a satisfied brand ambassador. Stay on top of things showing up on the Internet about you and your company. Sign up for a service like Google Alerts (this one is free!). They will notify you when something new about your firm is posted on the Internet. Notices will be sent right to your e-mail Inbox. Make reputation protection a part of your marketing and strategic plans. You can’t afford to allow someone else control your brand and reputation.
