Is Reputation Management the Future of Local Marketing?

21 Sep
2011

Is Reputation Management the Future of Local Marketing

What is Reputation Management?

By definition, reputation management is the practice of always keeping a company or person’s name in good standing. So much that if any negative news is learned of, there is an active effort to quickly remedy the situation.

When it comes to search engines, they play by a different set of rules. Since Google doesn’t rely on contacting humans to verify the source of the information, they instead rely on their algorithm. This algorithm is built on many factors that eventually lead to what you see in the search engine results pages.

Search reputation management is a service that can proactively look for potentially negative news blurbs or comments about a person or company. Once found, an effective campaign is engaged to outrank the negative site with positive reviews, comments, articles and just about any other digital asset available to the company or person in question.

Since local marketing is built upon geographical location, service and most importantly, word of mouth, it will become very important soon to make sure all local marketing efforts are aware of the impact they have on the brand.

Sites like Yelp, AngiesList, MerchantCircle and Local.com are designed to provide the consumer some insight as to the experience a customer should expect if they hire the company/person in question. Most people start on the Internet when looking for a service provider. It makes sense – you can watch videos, see reviews, and measure the responsiveness of the company by how they are presenting themselves on the web.

It might not be fair to the companies that aren’t taking advantage of the web, but as I heard someone famous once say: “Adapt or Die.”

Local marketing includes all elements that can lead to the delivery of a unified brand message that is delivered by all means of communication. The smart companies will use social media sites to educate and communicate with their potential customers. They will also monitor the review sites when people make comments about their experiences. The best advice for this is full disclosure. No one is perfect. The company that addresses the mistake and talks about how they corrected the issue is better adverting than a 1-minute spot in the Super Bowl. It shows that the company is concerned about delivering a quality product or service and will do whatever is required to make things right.

This is the new normal for being in business today. Everyone has an opinion, and not all of them will be positive. By taking on this challenge, the companies that respond when these issues appear will see the benefits not only in better customers and experience, but a boost in the rankings as well.

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Paul
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Get his thoughts at his blog (www.ranksurge.com) or follow him on Twitter (@semconsulting) G+ (https://plus.google.com/+PaulBliss3)

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