Business is moving online whether we like it or not. Credit that to technology improvements, coronavirus or a new generation who grew up with social media firmly in their hands it doesn’t matter. The fact is that’s the way we will do business going forward. Online reputations do count towards business. In a majority of cases the decision as to whether to do business with you or not comes down to how much you are liked and as much we may not want to acknowledge it a big part of who we are we are documented online. This of course applies to your business brand as well. So let’s look at practical tips you can employ today to improve your businesses online reputation.
Respond
First things first RESPOND TO PEOPLE! You wouldn’t ignore someone who walks up to you in the street or enters your shop so do not do this online. This goes for both private and public interactions. While some contact may be contentious at best and downright malicious there is no space for ignoring people. The world of online has brought a ridiculous level of power to even private networks. What goes around is coming around a lot sooner than it used to. Also, remember the internet gives people the ability to silently watch you while they decide whether to do business with you or not.
Engage
Engage with people. Responding is good, engaging is great. Engagement goes beyond just responding and opens up two-way conversations, interaction and taking a greater interest in your customers and the world at large. More will be tied into this post later but for now, let’s focus on how much you engage with other people. This is not about pushing your business but rather showing your target market that you are one of them. How many questions are asked about your line of business daily? Who is answering them? When people need help with a purchase decision who do you think they will go to? That’s right, the place where they have seen other people get help and be engaged.
Encourage Reviews
If you’re selling online and have done any research on how to improve sales you have surely come across the three ideas of storytelling, social proofs and reviews. You want to encourage the reviews and the other two will come up in a second. If you are not completely confident in your product you may want to encourage reviews privately so you get customer feedback. As you grow you can encourage public reviews through formats like unboxing or reaction videos which automatically tie storytelling and social proof in. Encouraging customer reviews also gives your business a bigger online footprint.
People don’t care what you know until they know that you care
This goes hand in hand with engagement and is one of the most powerful lessons you will ever learn on online presence if you choose to learn. Say for example your business is into balloons. Random right? Wellbeing active on social media is great but generally, people will value your activity as it pertains to balloons. Telling people you know about balloons doesn’t have as much impact as showing people that you care about their balloon questions and needs. Help people understand the product and industry. You’d be surprised how many people would be more like to buy something if they understood HOW it works and how it will change their lives.
Tell “your” story
This is not encouragement to harp on about how you started your chicken project with one feather. Please, just don’t. The story people want to hear is how your business impacts people. It’s easier than you think but you have to think like a customer for this to work. What do the reviews say about your product? Did you make someone’s day, week, or month? How? Maybe your suppliers are ordinary people who you have given market access. Are you putting parents at ease about their children taking public exams? I don’t think there is a business that doesn’t have a story like this. I would open a challenge to anyone to present one. At the end of the day, people relate better to stories than facts and that’s what you want to capitalise on.
All in all the idea is to be seen as an engaged and involved business. People will always relate better to these qualities. It is more work and you may require an online manager to deliver fully on this but done right this person will pay for themself.
