How to manage your e-reputation?

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A brand's e -reputation corresponds to the image that the web sends of this brand. It concerns all the elements present online in relation to the company, whether they are created by the brand or by consumers. Managing your e-reputation means managing your digital showcase and it is essential to develop your in-store sales. Indeed, did you know that before making a purchase in store, 73% of Internet users consult consumer reviews, forums or blogs 1 ? And that 65% of people consider online research to be the most reliable source of information 2 ?

Having a good online reputation therefore directly buy bahamas cell phone number list influences your turnover. But then how do you manage your e-reputation? All the answers below!

1. Ensure your online visibility to develop your digital reputation
2. Set up e-reputation monitoring
3. Master your speaking to manage your online reputation
4. Animate a community of followers to anchor your e-reputation
Conclusion


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1. Ensure your online visibility to develop your digital reputation
To manage your e-reputation , our first piece of advice is to make yourself visible. Indeed, even if your image sent back by the web is excellent, it is useless if no one sees you. Keep in mind that 60% of users only click on one of the first 3 results displayed in a search engine 3 .

To manage your online reputation, we therefore advise you to set up a presence management strategy . Have up-to-date Google My Business listings, completed with your local SEO keywords , and of course your location, which will also allow you to be visible on Google Maps.

Thanks to local SEO , you control the first information that appears online about your business. In the example below, for the Google search “Italian restaurant Rennes” it is the Google My Business files that appear first.


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Google search results for “Italian restaurant Rennes”

It is important to remember that local SEO directly influences your e-reputation by providing the consumer with all the information they need. Having up-to-date data is a sign of seriousness and professionalism. The more credible your digital reputation is, the more you will increase your web-to-store . As proof, 72% of consumers who perform a local search online then visit a store less than 8 km from their location 3 .

To summarize, the first step in managing your e-reputation: be visible!


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2. Set up e-reputation monitoring
Once your brand is visible on the Internet, consumers will be able to express themselves about you.

Tweets, social media posts, customer reviews, etc.: these days, customers give their opinions on everything and all the time. We therefore advise you to set up an e-reputation monitoring system to monitor (and be aware of!) everything that is written about your brand. This will allow you to react quickly to bad buzz, which is just as important as capitalizing on positive comments.

You can set up social listening on social networks (Places pages and comments under posts), create Google Alerts or even set up a customer review management strategy .

The more effective your e-reputation monitoring is, the faster you can act to correct and improve your digital reputation.

For example, SFR was able to contain a bad buzz and preserve its online reputation thanks to its e-reputation monitoring: SFR employees filmed themselves personally breaking a customer's phone and announced " we'll say it's the carrier's fault ". The video ended up online and caused an immediate bad buzz on the networks. Thanks to its e-reputation monitoring , the brand was able to react quickly by firing the employees in question and showing the customer with a brand new phone. The impacts on online reputation were therefore controlled.


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SFR's reaction to control a bad buzz


To make it easier to manage your customer reviews, we recommend that you group them together in a customer review management platform . For a network of brands, the number of customer reviews can be significant and it is important to be aware of all of them to manage your e-reputation. Thanks to the Digitaleo local marketing platform , all Google customer reviews and Facebook customer reviews are grouped together in the same place. This allows you to facilitate the management of your online reputation!




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3. Master your speaking to manage your online reputation
A brand's e-reputation is varied and multiple. To best manage your online reputation, you must master all of your statements by creating a coherent and harmonious brand message within all of your catchment areas .


Local communication
First of all, we advise you to harmonize your local communication . Geolocalized advertising, posts on social networks or even merchandising of your points of sale: your way of addressing consumers must be uniform.

Even with a national editorial charter , focus on proximity and locality in your communications. You will get a better return on investment.

In the example below, you can see the local communication on TikTok of the Decathlon of Béthune. This short and fun format, featuring employees, improves the e-reputation of the point of sale through its likeability and geographical proximity.