ORM: Protecting Your Digital Footprint
When people need a product or service, their reflex action is to search online. Depending on how specific the search query is, there could easily be tens to hundreds to thousands of results at a potential customer’s fingertips. When there’s a buffet of options, guess what’s the next action customers take? They check out what other people are saying about the products or services of different businesses. It’s in this stage of the customer journey where a business’s online reputation management (ORM) comes into play.
What is Online Reputation Management (ORM)?
Online Reputation Management (ORM) is the process of monitoring, managing, and improving a business’s online presence through reviews, social media, and search engine results. The fundamental objective of ORM is to exert control over the online dialogue surrounding a brand, with the aim of presenting a positive and trustworthy image to potential customers who search for information about the business. This proactive approach includes diligently tracking various review websites, engaging with customer feedback, and actively encouraging satisfied customers to share their positive experiences.
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In the broader context of digital marketing, ORM is not a standalone activity but rather an indispensable element of a comprehensive strategy designed to cultivate and safeguard a positive and accurate online presence for a company. Ultimately, the effectiveness of a business's ORM efforts directly influences how potential customers perceive the brand and significantly impacts their decisions regarding whether to engage with its services or choose a competitor. A well-executed ORM strategy contributes to establishing trust and credibility with the target audience, enhancing the business's visibility in the online sphere, and ultimately driving sales growth.
Consumer expectations for transparency continue to rise, making authenticity a non-negotiable aspect of online reputation. Real estate and self-storage businesses will need to emphasize honest communication about services and facilities, transparent pricing and policies, and authentic responses to customer feedback. In the real estate and self-storage industries, ORM includes:
Managing online reviews on Google, TrustPilot, Facebook, Yelp, and industry-specific sites like Zillow and SpareFoot, making certain no feedback goes unaddressed
Ensuring accurate business listing with Google Business Profile and across online directories
Monitoring social media mentions and engagement
Addressing negative feedback promptly
Creating and distributing positive content
Why is Online Reputation Management Important?
1. Builds Trust and Credibility
First impressions are often formed online long before a potential client visits a property or facility.
Positive online presence reassures potential clients about the reliability and professionalism of a business.
A well-managed reputation signals strong customer service and business integrity.
2. Boosts Local SEO & Visibility
Google prioritizes businesses with positive reviews in local search rankings.
Listings with a high rating and consistent responses from business owners rank higher in search results.
3. Influences Buying Decisions
93% of consumers say online reviews impact their purchasing decisions.
For real estate agents, a single bad review can deter potential buyers or renters.
In self-storage, negative feedback about security, cleanliness, or customer service can drive potential tenants to competitors.
4. Drives Higher Revenue
Studies show that businesses with a 4-star rating or higher generate 30%-50% more revenue than lower-rated competitors.
5. Mitigates Negative Publicity
Businesses that quickly respond to negative reviews prevent damaging the brand long-term.
Acknowledgment of mistakes when they occur projects transparency and builds stronger relationships with customers.
Implementing Online Reputation Management (ORM)
A proactive strategy is the best approach in ORM. This includes real-time monitoring for early detection of any potential crisis, developing response protocols for various scenarios, and crafting appropriate responses that uplift or protect brand reputation. Preparedness minimizes damage when challenges emerge.
Analyzing trends in customer feedback is also important. This data-driven approach helps with two things. One is to recognize highly valued services or features to emphasize in marketing. Another is to identify common pain points in customer experience and develop targeted improvements that address the specific concerns.
Effective ORM requires managing business reputation across multiple platforms simultaneously. It’s a time-consuming endeavour that needs a dedicated staff or team. Many businesses struggle to manage their online reputation due to limited resources. Outsourcing is a viable option to ensure online reputation is managed effectively. Outsourcing allows business owners to focus on operations while a dedicated team or virtual assistant manage reputation efforts.
Taking Charge of Your Online Reputation
In today's digital age, online reputation management is no longer an optional extra but a necessity. The benefits of proactively managing your online presence are undeniable, impacting your customer’s initial research to final decision-making. Whether managing online reviews, improving search rankings, or handling negative feedback, a strong ORM strategy can drive higher trust, visibility, and revenue.
While managing online reputation internally is possible, outsourcing this critical function offers a compelling value proposition. Outsourcing saves valuable time and resources, allowing business owners and their teams to focus on their core operations. Outsourcing ORM and other digital marketing or administrative functions to the Philippines offers a strategic advantage, providing access to skilled professionals at competitive rates.
Need help with your online reputation management? Nitro Impact can provide the support you need to grow your business.