Online reputation is the cornerstone of the sustainability of a company’s digital image. Bad reviews on the internet can hurt a brand’s image and the development of its business. It’s therefore important to work with an agency specializing in E-reputation in order to optimize your corporate communication.
E-reputation, an image vector for the company
In the digital age, the internet remains an essential communication channel for companies wishing to expand their activities and diversify their prospect acquisition channels. Before buying a product or a service, consumers very often have the option of consulting the reviews on your brand from review platforms such as Google My Business and others.
Several parameters such as the identity of the company, its values and the quality of its products and services offered must be taken into account to offer a good customer experience and in order to develop a positive image.
Satisfied buyers are those who post positive reviews on the internet and promote a company’s services. They thus help to convey a good image of your brand and to widen the target clientele. Negative reviews force an immediate reaction from your brand since these can degrade the image of the company and harm its development. Online reputation, therefore, plays a key role in ensuring customer loyalty, while optimizing the company’s profitability and turnover.
Beyond the product reviews, there are of course the other search results presented by Google: the Mountain View giant’s algorithm decides how your business will be perceived by internet users (and therefore your potential customers). If the results of the 1st page of Google are not positive on your brand, it’s a bit like leaving with one hand behind your back.
The missions of an agency specializing in E-reputation
To master the image of a brand on the internet, a company can hire a specialized agency familiar with E-reputation tactics. The mission of the E-reputation agency will be to develop a global communication strategy aimed at optimizing the notoriety of your brand on the Web.
E-reputation professionals after a preliminary audit will be able to establish an action plan that will weaken the visibility of negative results, strengthen the visibility of positive results and of course anticipate any E-reputation problem that could emerge in the future.
First, the agency will carry out an e-reputation assessment in order to identify the digital weaknesses of your brand. She will then map the media and support on which your brand’s customers interact to check that what is said remains positive.
The E-reputation agency will then set up a system to track all internet user reviews to focus on negative reviews and identify the causes of customer dissatisfaction with your brand. Customer reviews and comments will be analyzed in collaboration with the company’s retention & customer service departments. Following these exchanges, customer relationship processes can be redefined to increase customer satisfaction for your brand.
The E-reputation agency will also focus on pushing favorable publications into search engine results and drowning out negative results using various techniques in order to control the digital image of your brand such as it is perceived by its customers.
The online reputation agency must be able to develop an effective communication strategy taking into account the needs and issues of the customer. It must be able to perform a technical audit, define the content of the service, set up a precise service schedule, as well as define the content and pace of reporting.
The skills and expertise of an E-reputation expert
The e-reputation of a company or a brand must be the subject of a solid strategy in order to avoid any bad buzz. The expertise of an E-reputation agency is based on the skills and experience of its experts.
The skills required are above all those of a good communicator, experienced in the communication professions will be an undeniable advantage. Great discretion and confidentiality as well as a mastery of the latest marketing tools, are necessary to monitor the impact of the E-reputation actions put in place.
Among the other skills required, it is crucial that the E-reputation expert masters natural referencing techniques or SEO for “Search Engine Optimization” which includes all the techniques allowing companies to improve their visibility in search engines.
Indeed, the techniques implemented in an E-reputation campaign are very similar to the techniques deployed in a traditional SEO campaign. An SEO expert will also have a good knowledge of the tactics that impact Google’s algorithm in order to use them for the benefit of the E-reputation campaign.