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Agog in Cyberspace



Are you aware of your Online Reputation?

Rick Fagan - Tuesday, August 07, 2012

Online Reputation Online reputation should be one of your businesses’ most treasured possession.  All business owners agree on one fact:  Word of Mouth is Powerful.  Well, today’s Word of Mouth plays out everyday online - either in Social Media outlets like Facebook and Twitter, or in the search results page, where your business name shows up.  According to the PewReseachCenter, 58% of Americans have researched a product or service online; 24% have posted comments or reviews online about things they buy.  Can you afford not to have a stellar online reputation?

Earlier in the year, we were approached by a local merchant who was reopening his business in a new location.  The reputation issue this business encountered was that the local newspaper covered their business closing 2 years earlier.  Any search online for their products would have resulted in the article discussing the closure of their store.  What’s worse, this article appeared at the top of the results page; often in the top 3 results.  After our initial consultation, the merchant hired us to resolve this issue.  We performed an audit of their internet presence and found that the only online presence they had control of was their website.  The website ‘health’ audit revealed that the website had structural and SEO issues that kept the site from ranking well.  We understood our Client’s sense of urgency, and developed a 3 phase approach.  First, we needed to get immediate results.  Understanding that redesigning the website was going to take a few weeks, we started by using Social Media to create a BUZZ.   We immediately jumped into action by setting up a Facebook and Twitter account for them, and employing our proven techniques to create the Buzz necessary to push the unfavorable online information down in the results page.  Within 2 weeks, their Facebook profile starting showing up above the ‘Business Closes’ article.   People searching online for their particular retail store started seeing their Facebook profile in the top position.  We managed the content being posted on their Facebook page, and potential shoppers were able to read about all the great products and services our Client provides, along with comments and testimonials from customers.  Today, with their new website launched, there business enjoys a strong positive online reputation.  They now have a balanced online presence, one that includes a custom website promoting all their products and services, as well as an active social media presence where customers share their experiences with this retailer.

Our work did not end with starting up their internet presence with Social Media and a redesigned website.  Ongoing maintenance and management of their online reputation continues to drive customers to their store.  We continue to monitor mentions and comments made online about the retailer, and provide engaging content and responses to ensure strong and consistent online BUZZ.

Online Marketing is a multifaceted process.  Our approach of Measurement, Strategy Development, Implementation, Measure, and Re-engagement is a proven process.  Don’t be fooled by the people who promise you a ‘Quick Fix’.  Be sure to work with someone who has a proven approach and a history of success.

What will your current or potential customers discover about your online reputation when they search for your business?

Comments
Anonymous commented on 21-Aug-2012 11:29 AM
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