People often give and receive a common piece of advice in their personal lives: to focus less on what people think of you. However, having a good reputation is key to any brand’s success. Studies have shown that about 25% of a company’s market value comes from their reputation alone. 91% of consumers look up businesses online before using them, and 94% of consumers said they would use a company with a 4 out of 5 star reputation. The significance of reputation on consumer behavior means that online status can have a heavy influence on real life performance.
So, how can brands take proper care of their virtual reputation? A few great habits include earning and keeping search saturation on sites like Google, claiming your profiles on Yelp and Google Business, constantly interacting with customers, and staying consistent with your messaging.
These practices allow customers to find you, rate you, learn more about you, or interact with you. Your online reputation acts as the first-impression for a lot of consumers, therefore making it a good one – while remaining authentic – is crucial. Even when customers leave a negative comment, it is important to interact (as opposed to deny, argue, or ignore). The way you react to negativity says just as much, if not more, about your company’s identity than the actual review.
No matter what kind of industry you’re in, maintaining a positive, authentic reputation online can set up your brand for success. One study found consumers trust online reviews twelve times more than product descriptions. With that in mind, commit yourself to keeping your virtual profiles updated, interacting with consumers and remaining authentic online!