Web marketing and e-reputation: Reputation Management
E-reputation “Reputation Management” is the term used when talking about the reputation of a brand, person, company, product, etc. on the Internet.
It includes opinions, comments, and exchanges about you on social networks, your site, forums, etc.
Given the democratization of these different online media, E-reputation is a real barometer with which you can measure your degree of popularity, whether positive or negative, among Internet users.
Looking at its characteristics, it seems logical to state that e-reputation is closely linked to Web Marketing, and in particular to the marketing practices implemented in the company.
Indeed, it can be a fundamental element in the profitability of your company’s site, but can also be defined as an objective to be achieved.
E-REPUTATION: ONE OF THE GREATEST OBJECTIVES OF A WEB MARKETING STRATEGY
Having a good e-reputation means having the maximum number of opinions, positive feedback and positive comments about your company on social networks, forums, your site, etc.
As soon as you implement your digital transformation, and therefore a communication strategy that goes in this direction (including web marketing practices), you assert your online presence and do what is necessary to convey a certain brand image to Internet users.
In practice, the goal is to ensure that the image you are trying to convey corresponds to the one that will be perceived by Internet users.
The less the discrepancy, the more you can consider your goal to be achieved. Within this framework, it is possible to argue that e-reputation is an objective to be achieved.
But such a result can only be pursued with an upstream definition of a target audience, and numerous reliable indicators to measure the effectiveness of the actions carried out to this end.
A successful digital communication strategy from the point of view of e-reputation is, therefore, a strategy that allows not only to be “visible” online but above all to be “visible as good” by Internet users.
Otherwise, at best you will remain invisible, and at worst you will enjoy a bad reputation.
The importance of e-reputation is such that professionals in the field can be solicited by the company to ensure the success of your online reputation.
Among other services, these professionals provide advice on how to manage your e-reputation and how to make your online marketing campaign a success at all levels.
E-REPUTATION IS A STRATEGIC LEVER
E-reputation is a complex concept, in the sense that it is both a goal and a tool that can be used to optimize the communication and marketing strategies implemented by the company.
Above all, it is a lever for web marketing, even if it can be integrated with other strategies.
E-REPUTATION AT THE SERVICE OF WEB MARKETING
Web marketing is a term that refers to all practices that can be implemented to optimize the profitability of your website.
Referring to this definition, we can only consider e-reputation as one of these practices, commonly referred to as “levers”.
Indeed, 80% of Internet users inquire about the brand, product or service before making a purchase, and this on the basis of opinions, comments, and other notes given by users.
This reality reflects the role that your company’s e-reputation plays on your sales!
The management of e-reputation is one of the specific skills that, in the long term, allow you to attract new customers to the site.
You must, therefore, ensure that it is integrated into your overall web marketing strategy to obtain convincing results.
Based on your e-reputation, you can, for example, evaluate the impact of a first communication action on your social media (advertising, events, promotional offers…).
You will be able to concretely measure the return on investment and, if necessary, make adjustments so that your communications have more impact on your customers.
OTHER COMMUNICATION STRATEGIES THAT USE E-REPUTATION
The e-reputation can also be used as a lever to boost other communication strategies in the company.
It is entirely possible to use what is said around your company or brand to optimize your corporate communication strategy.
If you want to be perceived as a company with ecological values, make sure that the publications of the Internet users about you go in this direction.
Similarly, managing your digital reputation also allows you to control rumors that are spread about your company online.
This can extend to negative opinions and comments, as well as conflicting messages that may come from your competitors.
Finally, managing your e-reputation should be combined with the development of a crisis communication strategy.
By enjoying a good image, you can mitigate the negative impacts of a crisis situation (trolling, bad buzz, rain of negative comments…), or at least get the benefit of the doubt. This will allow you to better apprehend the problem later on.
THE IMPORTANCE OF COMBINING GOOD E-REPUTATION MANAGEMENT AND WEB MARKETING STRATEGY
Web marketing allows you to attract people to your site and build customer loyalty, and by associating it with good e-reputation management, these results will only get better.
TO ANIMATE YOUR SITE
To arouse public interest and be well referenced on search engines, your site must be regularly supplied with quality content.
The more qualitative and original your publications are, the more interest they will arouse in the public, and this is how you will benefit from a good reputation. You can even be cited as a reference!
This is why this task should be entrusted to professionals: community manager, web editor, etc.
TO QUICKLY INCREASE THE TRAFFIC OF THE SITE
Communicating about your activities through your website allows you to increase your traffic.
If web marketing is indeed useful for this, a part of this traffic can be obtained only through a good digital reputation. It is therefore in your best interest to integrate it into your marketing actions.