Keeping Your Reputation in Check

16 May


Reputation management is a key part of any comprehensive marketing campaign. Where more traditional marketing techniques actively promote your business, reputation management attempts to stem any negative feedback or outright calumny that may haunt your online presence.

When you think about how easy it is to go online and spread false or ill-founded information about an individual or a business, it becomes obvious why reputation marketing is so invaluable. To wit, an example:

Joe Pubblico runs a small chain of Italian restaurants. They are well regarded throughout the local area, and even attract visitors from far-off places. The food is fantastic, and the ad campaign is well executed. Their mobile marketing strategy includes regular discounts (and discounts for regulars!) and they let people know about special offers via SMS messaging.

For a mid-priced franchise, Pubblico’s is about as good as it gets. The notices on Yelp, GrubHub and other culinary user review sites are all excellent. Trouble is, Joe has a personal falling out with an old friend. It’s nothing to do with business, and the restaurants continue the same high level of service their customers have gotten used to. But Joe’s ex-friend holds a grudge, and has a lot of time on his hands. Using different names, he leaves multiple bad reviews on the aforementioned sites in which he claims Joe’s outlets offer poor service, worse food, and have a problem with pests.

After years of building his business, investing money in SMS messaging and online mobile marketing campaigns, Joe is threatened with ruin by these defamatory claims. While it may be time consuming and ultimately pointless to pursue the removal of anonymous reviews, one thing Joe can do is generate his own good publicity online. If executed in the right way, a reputation marketing campaign will serve to push down the negative reviews and leave only the fair reviews.

SMS messaging can play a part in this reputation restoration. After all, Joe has a long, loyal list of contacts whom he can reach out to, either to ask for online support, or simply to warn them of the defamation that’s going on regarding his business.

However Joe does it, the bottom line is this: great reviews convert new customers, bad reviews put them off. Studies have shown that more than 70% of potential customers trust online reviews as much as a personal recommendation. For small business owners, developing a five star reputation through SMS messaging and other forms of mobile marketing is the hardest thing they need to do - but keeping that reputation doesn’t necessarily come easy.

 

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