Twitter Facebook LinkedIn Flipboard 0 When’s the last time you made a major purchase without first doing a little online research? If you’re like most of us, you spend a little time online doing some due diligence before you ever commit to a high-priced product or service. And after all, why wouldn’t you? Googles makes it quick and easy to do meaningful consumer research, potentially saving yourself from a big, expensive blunder. For consumers, online research is invaluable; for business owners, things are a little more dicey. After all, you can be certain that your consumers are using Google to vet your brand, your products, and your services before they give you any of their hard-earned money. Your Online Reputation is One of Your Most Valuable Assets As an exercise, you might take a minute to Google your brand, and see what comes up. If it’s all good, positive stuff, then congratulations—you have a solid online reputation, one that should encourage potential customers to buy from you in confidence. But if your Google results are less than stellar—if they include negative reviews or unwanted news headlines, for instance—then you may actually be losing customers at a fairly high rate. We’re not exaggerating, either; online reputation can be truly make-or-break. That’s why we recommend taking a proactive approach—something that’s not nearly as difficult as the high-dollar online reputation management firms will claim. Actually, a dedicated content marketing effort—focused on a few key assets—can help you preserve and even enhance your brand’s online image. Online Reputation Management: A Four-Pronged Approach Your Business Blog Provides Thought Leadership For starters, if you want people to find positive listings when they Google your company name, it’s important that you actually create those listings. Positive content won’t write itself! A regularly-updated business blog is helpful for a few reasons: It provides regular updates to the Google search algorithms—feeding the content monster and keeping your brand’s listings fresh. It allows you to display thought leadership—earning the trust and confidence of your customers. It provides opportunities for social media shares—another important way to generate some positive online mentions. Press Releases Create Buzz Getting some local news coverage is another important way to boost your positive Google listings—and that’s why we still recommend press releases for many of our content marketing clients. While this is seen as something of an old-fashioned approach, the reality is that it’s an easy and effective way to build buzz. The important thing is to send out news releases about actually newsworthy events—such as: New products or services New locations New hires Involvement with a local charity or non-profit Social Media is an Avenue for Customer Services Something else you’ll want to do is maintain some active social media accounts—and not just for the obvious reasons. Yes, social media channels make it easy for you to distribute positive, brand-enhancing information—but they also provide a way for you to engage with your customers directly. This can be either a blessing or a curse. To use social media effectively, it’s important to check in every day and respond to questions and complaints professionally—essentially viewing it as a chance to flex your customer service muscles. This can help minimize the occurrence of bad reviews or negative listings; if your customers see that you respond to their issues, they may not be as tempted to vent about you on Yelp or Foursquare. Online Review Sites Add Luster to Your Brand That brings us to the last of our vital assets—and that’s online review sites. To many business owners, these review sites are a scourge and a threat. Certainly, they pose a risk to your brand—but they also offer some opportunities. Here’s our advice for tangling with these site: Above all, make sure you monitor your online reviews; always know what people are saying about your business. If you spot some positive reviews, take a minute to say thanks. If you come across negative ones, pause to offer some customer service. Coolly and calmly try to make things right. Actively seek positive reviews; ask your best, most loyal clients to help you out by offering some positive feedback. Take Your Reputation Seriously Given the centrality of online research to the consumer experience, you can’t afford to think of online reputation as secondary, or as optional. Your brand will have a reputation, whether you like it or not; it falls to you to make sure it’s a good one. Twitter Tweet Facebook Share Email This article originally appeared on The Red Ink and has been republished with permission.Find out how to syndicate your content with B2C Author: Kane Pepi Kane Pepi is an experienced financial and cryptocurrency writer with over 2,000+ published articles, guides, and market insights in the public domain. Expert niche subjects include asset valuation and analysis, portfolio management, and the prevention of financial crime. Kane is particularly skilled in explaining complex financial topics in a user-friendlyView full profile ›More by this author:VoIP Basics: Everything Beginners Should Know!Bitcoin Investment, Trading & Mining: The Ultimate Guide for BeginnersIs This a Better Way to Set Your 2020 Goals and Resolutions?