Whether you operate solely as a bricks and mortar establishment or are a brand located both offline and online, reputation management is more important than ever on the digital front. Keeping tabs on your online presence is critical – both for brand loyalty, customer retention and to encourage and entice new customers. Digital brand management is no longer a luxury to indulge in when you have the time.
What exactly is digital brand management? In a nutshell, it is the process of monitoring and directing the way your brand is viewed online. This means managing any and all areas where your brand is discussed online, most importantly on social media and review sites.
At any given time, both current and potential customers could be searching for information about your brand or engaging in conversations about your brand. What’s being said about your brand and what impact are these discussions having on your reputation?
Let’s use reviews as an example. According to Business.com:
- 71% of consumers say online reviews are important when considering making a purchase in specific categories such as electronics, appliances, home décor, and more.
- 57% of women consumers check online reviews for certain categories (e.g., books, clothing, electronics, appliances, etc.) while 43% check reviews for all purchases.
- Just 1% of consumers say they believe online reviews to be not at all important.
These reviews significantly impact buying behaviour. Bad reviews = lost sales. It truly is as simple as that.
Sure, realistically you have very little control over what a person chooses to say about your brand online, but that doesn’t mean you can’t mitigate the risks associated with the impacts. Doing nothing is doing something – it’s ignoring a customer who has come to you with a problem. In the case of reviews (both bad and good), you need to engage with the customer and make all possible attempts to right the situation. This demonstrates a level of care and concern for your customers and improves your overall customer service and brand reputation.
What about information seeking? If customers are searching for information online and are asking questions about your brand, you should be answering these questions, not letting someone else speak for you. Again, this helps to create the perception that you care about your customers and their business, as well as allowing for a greater degree of control over what others can see about you online.
The digital world has created an entire forum for your customers to talk about you. Are you listening? You should be.
At Storesupport, we can help you keep up with the conversation. Get in touch with us today to find out more about our digital brand management services: 1-877-421-5081.