Your brand’s reputation is something that you must handle with care…especially when it comes to the internet. With the internet being so freely accessible to all, everyone has the opportunity to be a critic. And since you can’t please everyone, your business is bound to see some bad press sooner or later. Regardless of how it happens, it’s important to know that your online reputation can either help you or seriously hinder your sales.
Without a proven and effective reputation management campaign for your company, you could very easily see these negative reviews grow so out of control that you either have to (eek) rebrand or (gulp) go under altogether. Luckily, you don’t have to do either if you seek out and leverage a few of these content resources for reputation management!
Before we give you the top reputation management content resources, there’s a few stats you should know regarding online reputation.
- 84% of people trust online reviews as much as a friend referral
- 49% of people need at least a 4-star rating before they choose to do service with a business
- 93% of searchers never go past the first page (which means they use only the first 10 search results to form their impression of your business)
- Businesses with two negative listings on the first page of search results risk losing 44% of its customers
Whenever we begin a reputation management campaign with a client, we always ensure that we assess their SERP landscape. We do this by essentially by asking five questions:
- What terms are people using to find your brand and what kind of volume is behind them?
- How many positive listings for your business are on the top 2 pages of Google?
- How many negative listings for your business are on the top 2 pages of Google?
- What owned online properties do you already have?
- What properties can we create for your company?
Once we assess what assets your business owns along with all of the negative listings that could potentially be affecting your business and sales, we then craft a specific strategy just for you.
Rather than fill the internet with hundreds of spammy links pointing from irrelevant websites to boost your current profiles, we aim to help you tell your story with a large variety of online content resources.
In this post, we offer you a large variety of content resources that we find work very well to not only enhance brand awareness for your business but to also help combat some of those ugly SERP listings. When you use these content resources to create quality content for your reputation management campaign, the results are typically very good.
1. Online Photo Albums
Online photo albums might seem like something you can discard but they pack a powerful punch when it comes to ranking in the top of the SERPs. With a well optimized profile and a large library and a variety of albums, you can see this one work wonders. The following are a few that we recommend leveraging for your brand:
Created in 2004, Flickr serves as an image and video hosting service. It’s a great way to showcase company events, locations and anything else that you can create media for. Be sure to tag your photos and optimize the names and titles of each item.
If we could only communicate by GIFs here at Big Leap, we probably would! GIFs are short-looping videos with no sound that resemble photos. For example, here’s a GIF of all of us:
You can utilize Giphy by creating a branded profile for your business as long as you have relevant GIFs to share with the world. Once verified by Giphy, your GIFs can now pull up in various apps such as Slack and MixMax to name a few. Using appropriate tags without over-optimizing can also be helpful.
2. Writing Platforms
If you’ve got some talent for writing, you may want to give some writing platforms a go. These platforms not only help you share a message about your brand but they also tend to rank very well because of their strong domain authorities. Medium, for example, is open to everyone! If you’ve got something to say and you can do it in a professional and non-spammy way, this is a great place to go. If you’ve got a little spend and want to get your name out there, you may want to check out Forbes as they allow contributor positions to people they find authoritative. A few other honorable mentions include Huffington Post and LinkedIn posts.
3. Video platforms
If you aren’t utilizing video in your reputation management campaign, you need to start NOW! Creating and sharing video content about your brand and the people that represent you is a great way to show the world what you really stand for. There are also a handful of video sharing platforms where you can get a profile to rank. For instance, YouTube not only ranks well but it is also the world’s second largest search engine! Take advantage of YouTube by sharing noteworthy and shareable videos that are optimized for search. You’ll be happy you did, trust us. A few other sites that work well are Vimeo and DailyMotion.
4. Social Profiles
There is power in social profiles for your business! If you haven’t noticed yet, having a good set of optimized and branded social profiles can go a long way for your brand. Not only does it create brand awareness for people but it also allows you to take up a more real estate in the SERPs when people search for your brand name. A few important ones that can be optimized and rank well are Twitter, Tumblr, Facebook, and Instagram. Of course, there’s quite a long list of these profiles and if you look for them, you’ll find them!
5. Business Profiles
If you aren’t taking advantage of business profiles already, I’d advise you to do so! There are quite a few places where you can insert yourself on the web. For instance, Slideshare is a great underutilized tool that companies can use to share documents and important presentations with each other. For instance, Xyngular, an MLM company in Utah County, uses Slideshare to help distribute important materials to their members. LinkedIn is another great tool where you can not only optimize a profile for your business but also post daily and share articles in your industry. Other profiles that limit sharing but offer great authority to your site include Bloomberg and Inc.
6. Press Releases
If you’ve got exciting things happening at your company, chances are it’s press release worthy! Press releases are a great way to claim some SERP real estate when optimized for your brand name or targeted keywords. Whether you’ve won awards or gave to charity, either of these initiatives is worth a press release! PRWeb offers an easy and affordable way for companies to share the news with the internet and journalists nationwide. If your press release is noteworthy enough, you could have the opportunity of having it picked up in newspapers in your local area or across the United States. You have the option to choose where it’s released and when.
7. Podcast Platforms
Whether you’re great at speaking or not, chances are your business may have some important events or videos that offer keynote speeches or presentations. This is where a podcast channel can come in handy! With SoundCloud, you can upload audio from company events to share with consumers that might be interested but couldn’t make the event. Many companies will record audio from conventions and other speaking events and later share the video on YouTube. If you’re already doing this, it’s important to remember that not all people prefer video. Offer that presentation as audio content on a podcast platform! A few others to consider besides SoundCloud: Podbean, Spreaker, iTunes, Google Play.
And there you have it! Some of our favorite content resources for a successful reputation management campaign. When you share quality content to help build your online brand, you’ll be amazed at how you can influence some of the search engine results for your brand name.