Online Reputation Management (ORM)
Posted Fri 02-2020 |
Online reputation management
(ORM) is the practice of crafting strategies that shape or influence
the public perception of an organization, individual or other entity on
the Internet. It helps drive public opinion about a business and its
products and services. Online reputation management typically involves deploying online reputation management software to easily solicit reviews from customers and distribute them to popular online review sites. Responding to both positive and negative reviews to either thank the customer for their great feedback or address the concern. For 80% of consumers, online reviews have changed their minds about a
purchase, emphasizing the need for companies to nurture, manage, and
respond to online reviews.
Specifically, reputation management involves the monitoring of the reputation of an individual or a brand on the internet,
addressing content which is potentially damaging to it, and using
customer feedback to try to solve problems before they damage the
individual's or brand's reputation.
Online reputation management is
critical for businesses to maintain a positive brand identity in the
eyes of consumers. As more digital marketers understand the value of ORM
in growing their business, they choose to devote more time and energy
toward monitoring their brand online.
Over 70% of consumers say they look at product reviews before making a purchase and nearly
63% indicate they are more likely to buy from a site that has product
ratings and reviews. Social proof can reassure hesitant shoppers,
provide additional context and reduce returns by ensuring buyers are
satisfied with their purchase.
Here are some of the tips for ORM:
1. Put your reviews front and center. Consider placing a
couple reviews right on your homepage. If you have reviews for specific
items, publish them on each product page. You can even add an entirely
new page dedicated to housing awesome testimonials with a link in your
2. Get on the same sites as your customers. Being social and accessible is the best way to get honest feedback.
Make your Facebook, Twitter and Instagram accounts easily accessible
from your store so customers can reach out with comments and questions.
3. Follow up with buyers. Consider sending an email to
customers after they make a purchase. You’re most likely to get a review
when the purchase is still top of mind.
4. Ask the right questions. To do this, you need to know
the type of answers you want before you start asking for them. What is
your target audience interested in? What are their biggest concerns when
making a purchase? What are pain points in your industry? Aligning with
these questions will help you get meaningful and relevant testimonials.
5. Contact those who leave you glowing reviews. If you notice a glowing review on Yelp or a pretty tagged pic on Instagram, say thanks!
6. Contact those who leave you negative reviews. Ignoring
these won’t make them go away. Try to respond to negative reviews,
especially if you think the reviewer is justified in their complaint or
other customers have complained about the same issue. Take this
opportunity to learn from your clients and improve your business.
7. Run a contest. This is an effective way to market your
business with a little help from your current customers. We shared some
social contest ideas in our recent post on social promotions that can impact your bottom line,
but keeping things simple is always a good idea. Ask customers to add a
hashtag on Instagram or post a quick note on your Facebook page.
8. Reward those who review. For
example, you could provide every client who gives you a review a 10%
off coupon. And you don’t even need to let them know this is coming
their way. The surprise factor will add an extra bit of “wow” to their
9. Include the customer’s name and picture when you post the testimonial.
This can be a nice way to thank your customers, and it also adds a
level of credibility to their review. Consider adding the source of the
review, like Yelp, to encourage other customers to send in their own
10. Give your customers a reason to review you.
It may be something as simple as writing a personalized thank you note,
but that gesture will go a long way in making your customers feel warm
and fuzzy. Delush Polish does such a great job at going the extra mile
that customers actually share the packaging on Instagram.