Part one of this blog series focused on taking responsibility for your faults. Part two covers a very similar topic, specifically regarding your online reputation. A positive online reputation is essential for earning customer trust in today's digital age. This means having a strong online presence, including a professional website, social media accounts, and positive online reviews. You need to respond promptly with empathy to customer comments. And most importantly, respond with sincerity and openness, not canned responses that gloss over or go completely around the issues.
#2 Managing online reputation: Don't let PR create a faceless personality for your brand!
Part one of the customer trust series focused on not blaming your customer. Part two is very similar but focuses on your online reputation. This includes how to manage it and how to make your online reputation better. In today's world, where online reviews reign supreme, it's essential for companies to understand the power of their online presence and how it can impact their brand. A survey conducted by GlobalWebIndex, found that 54% of customers research products on these platforms before making a purchase, while 49% rely on influencer recommendations to inform their purchasing decisions. This underscores the growing importance of social media in shaping consumer behavior and highlights the need for companies to establish a strong presence on these platforms.
In addition to the influence of social media, online reviews also play a crucial role in consumers' purchasing decisions. According to a study by Pew Research Center, 82% of Americans read online reviews before making a purchase, and over half are strongly influenced by these reviews. It's evident that online reviews are an essential factor in shaping consumer behavior and that companies must take them seriously to succeed in today's marketplace.
Influencers are not nice to have – they are essential!
In an era dominated by social media and online communities, influencers have become critical to a well-rounded marketing strategy. With their considerable followings, these digital personalities act as a bridge between brands and consumers, influencing purchase decisions and shaping perceptions. Influencer marketing is about leveraging the power of word-of-mouth at scale, not just a trend but a fundamental shift in how businesses communicate.
Influencers have built dedicated communities around their unique voices and perspectives, and it's these connections that brands can tap into. For instance, Nike's collaboration with influencer and fashion designer Virgil Abloh resulted in a series of 'The Ten' sneakers that sold out almost instantly. The partnership blended Abloh's strong streetwear aesthetic and influence with Nike's brand, creating an exclusive product that generated tremendous interest and demand. Similarly, the beauty brand Glossier, built almost entirely on influencer marketing, leverages authentic connections with macro and micro-influencers, who speak directly to their target audiences, resulting in exponential growth. An effective influencer marketing strategy allows brands to cultivate trust and authenticity. This is not the early 2000s when influencers were cute or trendy; there is no effective marketing strategy without influencers.
Online reviews – yes, they're vital. How do you get them?
Companies must respond quickly and empathetically to customer comments and complaints. Studies have shown that customers expect a response to a complaint within one hour, and companies that respond quickly are seven times more likely to make a sale.
Additionally, it's essential to handle comments with empathy and to make customers feel heard, appreciated, and respected. Companies like Disney and the Cleveland Clinic have built their brands on a foundation of compassion, and this has helped them stand out from their competitors and create loyal customers.
To encourage customers to leave reviews, there are several strategies that companies can employ. One idea is to create a "review wall" in the store or office where customers can post their reviews. This provides social proof to potential customers who visit the business and encourages others to leave reviews.
Another effective strategy is offering customers a unique experience in exchange for leaving a review. This can be a behind-the-scenes tour or a unique service that gives customers a memorable experience. Creating a video campaign highlighting customer reviews and encouraging others to leave a review is also a great way to build credibility and encourage customer feedback. Holding a review contest or giveaway for customers who leave a review is another fun and engaging way to incentivize customers to provide feedback. Lastly, providing a review template can make it easy for customers to leave a review, especially for those unsure of what to write.
What you say on social media needs to be honest.
Companies can increase their visibility and build brand loyalty among their target audience by leveraging social media to connect with customers, share valuable information about their products and services, and engage with influencers while also managing their online reputation, addressing customer feedback, and striving for excellence in customer service to build trust and differentiate themselves from their competitors.
One key factor in building a solid brand image is to be genuine and open online. A company's social media presence reflects its brand personality, and ensuring that this personality is warm and engaging is vital. Patagonia is an excellent example of a company that excels at building a solid social media presence. Its social media team engages with customers regularly, responding to comments and inquiries in a timely and helpful manner, whether positive or negative. This has helped Patagonia build a solid following among consumers passionate about environmental sustainability and social activism. Using social media to connect with its target audience and promote its values, Patagonia has been able to differentiate itself from its competitors and build a loyal customer base.
When companies face a public relations (PR) crisis, they often issue statements that aim to clarify and reassure stakeholders. However, sometimes these statements can worsen things by leaving more questions than answers. One example of a specific PR response that was criticized as bad for a hospital is the response by NYU Langone Medical Center in 2018 after a patient was left unattended in the waiting room for six days and eventually died. In their initial reaction, NYU Langone Medical Center acknowledged the incident and sympathized with the patient's family. However, it did not explain what happened or how they would address it. The response was criticized for lacking transparency and failing to answer public questions. The hospital faced significant backlash and calls for accountability from both the public and elected officials. It was only after further investigation and pressure that NYU Langone Medical Center released a more detailed statement outlining the steps they were taking to investigate the incident and prevent similar situations from occurring in the future.
When Facebook faced scrutiny over its role in the Cambridge Analytica scandal, its initial statement was vague and lacked transparency. The statement acknowledged the situation but didn't provide details on how Facebook would address the issue or prevent it from happening. This led to further public outcry and criticism of the company's situation handling. In a PR crisis, companies must provide clear and transparent statements addressing the issue at hand and outline a plan for moving forward. Failing to do so can damage the company's reputation and lead to further distrust from stakeholders.
In conclusion, online presence is essential in consumers' purchasing decisions. Companies must take them seriously to succeed in today's marketplace. Building a strong brand image by creating genuine and open social media engagement, using influencers, having quick and empathetic responses to customer comments and complaints, and incentivizing customers to leave reviews are all effective strategies for companies. By doing so, companies can differentiate themselves from their competitors, build a loyal customer base, and succeed in today's marketplace
Next, in the customer trust series: Where & when does the customer get pissed off? How to map the customer service journey and establish a voice-of-the-customer program.
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