In the previous months, we talked about how to start building your online reputation. The messages you give on social media, what people are talking about your brand in the review websites or even your absence on the online world gives a certain message to the consumers. Whatever you are doing or not doing in the online world has an effect on a customer’s decision when it comes to deciding between different brands. If your brand’s online activity is low and you won’t come up on the search results, you can’t expect consumers to hear about your brand.
Monitoring Is Also Learning
Reinforcing your online reputation needs creativity and monitoring. Monitoring similar brands will give you many ideas about what you are doing better or missing. You can turn your rival’s weaknesses to your advantage on the social media very easily. For example, what is your biggest rival famous with? This might be the quality of their customer service, the convenience of their return policy, being local and producing local etc.
Copy pasting is never a good image and that is why you have to be known with something different. Where are they lacking from, advertise your brand on those sides so consumers can find reasons to choose you over other brands. And remember, your rivals might be following the same strategy and even using your name to advertise themselves. That is why a constant monitoring is very important.
Encourage Happy Customers To Talk About You
Your online appearance improves as long as people talk about you and encouraging them is in your hands. You can’t simply expect a customer to “feel like it” and share something about you. Most of the consumers leave online comments to share their experiences or find an answer to their problem. Therefore, you will have more negative comments than positives if you just wait for people to talk about you.
Try to encourage your customers with creative campaigns and use materials to earn their sympathy. Here is a campaign idea you can use in your in-store and it needs only 5 stages.
- Start by creating a specific, personalised hashtag that is related to your brand.
- Determine what kind of offers you can provide. This can be a small percentage of sale, gifts or gift coupons. Provide this offer to your customers who attend to your campaign.
- Offer your campaign for a specific period of time, so you can also improve your foot-traffic directly.
- Your campaign is to ask your customers to post about your brand on their personal social media profile by using your campaign hashtag and tagging your brand’s profile. This can be on Instagram, Facebook or if you are active, Twitter.
- Start sharing your campaign on social media, advertise with small amounts of budgets. Remember, if you won’t advertise your campaign, how people can hear about it?
- This step is optional! If you have the resources, you can create printed materials which your campaign hashtag is written, so your customers can post a picture with it.
Your search results on the search engines improve with your social media appearance. The mentions of your profile, taggings, comments, likes and the frequency of your posts move you up on the search results.
Sharing your social media posts with a link directed to your website is very important too. People should click, visit your website and improve your website traffic so you can appear higher on the search results.
Are You Familiar With The 20/80 Rule?
Your social media content should be only 20% about your brand, and 80% about your customers. Being active on the social media channels is the first thing you need to do, but producing creative content means that you should think about why people should follow you on the social media. Of Course to hear about your brand is one of the main reasons but if you share your products five times a day without any concept, this wouldn’t be interesting for anybody.
In order to create a live page (means creating engagement with likes, shares etc.), you can share interesting information that is not related to your brand directly. For example, if you are a fashion retailer, you can share fashion tips once in every week, and conceptualise that weekly post with a special hashtag, so people would understand what you are talking about every week. People might even follow you only for those creative contents and get familiar with your brand over a time.
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