Your business website is, by far, the most valuable tool in your marketing arsenal. Not only does it establish an online presence for your business,
Give ‘Em Something to Talk About: How to Boost Your Brand Reputation
If you’re looking for a surefire way to win customers’ trust and grow your business, you need to pay special attention to your brand reputation. In today’s world, consumers have tons of options when it comes to online retailers. If you want to encourage more people to choose your website, it’s important to have a stellar reputation as a brand.
When people see your brand logo, you want them to instantly think of your business as one that’s dependable and passionate about helping customers. As you continue building your reputation, you’ll notice that more people are visiting your site, which significantly increases your chances that they’ll convert to customers.
Your brand reputation hinges on several factors, including established marketing channels such as social media and email. In this article, we’ll examine several things your business can do to make sure you’re establishing a favorable brand reputation.
Demonstrate Your Value
One of the best ways to bolster your brand reputation is to demonstrate your value. Many organizations like to talk about what they do that makes them great – and sometimes that approach is successful. But if you want your business to grow by leaps and bounds, you need to show visitors what you bring to the table.
There are many ways that you can highlight your brand’s value in a manner that your audience can better understand. A SaaS provider, for example, could present a full demo of the dynamic features their product offers. Instead of merely reading about how quickly someone can construct a form with your software, show them by providing a demonstration.
Another great way to underscore your value is to showcase customer testimonials and reviews on your website. This method works particularly well because it’s someone else – not you – who is touting your company’s value. New visitors can see what actual customers think about your products or services, and that can be the determining factor when contemplating your value proposition.
Research proves that reviews and testimonials can help increase sales by building social proof – the idea that our behavior is influenced by the actions, attitudes, and beliefs of others, assuming it must be the correct behavior – which generates trust and a positive reputation. Adding these blurbs to your business website can improve your conversion rate by 270%!
Engage with Your Audience
If you’re not purposefully engaging with your audience daily, you’re missing out on a huge opportunity to build up your reputation. Consumers expect online brands to engage with them on social media, email, and their websites.
There are several ways that you can enhance engagement across all your marketing platforms.
On your business website, you can allow comments and reviews on your blog posts and product pages. Engaged visitors will take advantage of these channels to communicate with your brand. Make sure your team is available to address users’ concerns and thank them for their feedback.
Email marketing is another avenue where subscribers want to see more engagement. When you send out emails as part of a drip campaign, you can expect to get responses from users based on what you sent to them. By personalizing future emails in the campaign, you can offer specific answers to customers’ questions.
When you engage with users directly, they’re far more likely to regard your brand as trustworthy.
Social media is another pivotal platform for customer engagement. Whether you’re a small, independently owned business or a major corporation, social media engagement can generate substantial results for your business.
Reach out to consumers who comment on your posts and join relevant social media groups where you can interact with your target audience. Customers recount that when a brand engages with them on social media, they typically spend 20% to 40% more when they shop on that brand’s site.
The reason for this is simple: when companies deliver targeted, interactive experiences to consumers, they’re taking significant steps toward strengthening their brand reputation.
Improve Your Customer Service
Your customer service and support teams are essential to furthering your brand reputation. Should a customer have questions or concerns, your customer service team can make the difference between a completed purchase and an abandoned cart.
Let’s say you’re visiting a particular website to make a purchase. After selecting the products you’re looking for, you realize you have a question about one of the items in your shopping cart. So, you begin searching for a way to contact customer support. Upon finding the appropriate link and typing out your query, you find out that the promised response time is 3 to 5 business days. Would you patiently wait for a response or abandon your cart and seek out a competitor with a team that’s ready, willing, and able to support you?
In this age of instant gratification when consumer patience has dwindled to almost nil, most people would choose to find the items they need on another website.
Ideally, your website’s live chat options should include a combination of real customer service agents and chatbots. The chatbot is your first line of defense. This handy tool is typically located at the bottom corner of a site’s homepage, so customers can easily access the information they need when they have questions.
Chatbots should be able to accommodate essential operations such as password changes and blog references. If an issue is more complex, you can program your chatbot to transfer that customer to a live agent where they can get assistance immediately.
When your team can answer customer inquiries in minutes instead of days, you’ll be well on your way toward building a positive brand image. Customers will return to you time and time again when they perceive your business as hospitable and reputable.
Implement Social Listening
Social listening involves monitoring and cultivating your business based on what consumers are saying about you and your competitors on social media. It’s also a powerful tool for improving your brand reputation.
Nearly half the population (49%) uses social media platforms to talk to friends, watch videos, and make purchases. Identifying how people think about your products or those of your competitors can help boost your brand reputation.
Through social listening, you may notice that several people outside your primary social media group are discussing a feature your product is missing. Instead of viewing this feedback in a negative light, you can use it as an opportunity to show your commitment to customers. Implement the requested features whenever possible and work towards building an all-inclusive package for users.
Overall, social listening can help you pinpoint customers’ persistent or recurring problems, as well as identify potential areas for improvement in your products or services.
There are many ways to boost your business’s brand reputation. The tips covered here are broad in scope and applicable to a variety of different industries. Carefully consider where you might be missing out on critical opportunities to deeply connect with your audience, and make the necessary changes to rectify these problems.
Before you know it, you’ll enjoy a world-class reputation with both new and current customers. Bear in mind that reputation is much easier to lose than it is to gain. Build your audience’s trust, continue delivering on these standards, and you can expect to see exponential growth in the years to come.
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