Along with making your brand stand out in a congested and competitive space, digital PR also involves monitoring what online users have to say about you as well as knowing how to prevent a reputation crisis from occurring.
But if you manage to establish a strong brand identity, you can stay one step ahead of rivals, keep on track with effective marketing efforts, and turn negative press or comments into an opportunity to improve.
Monitor your brand
First of all, you should set up Google Alerts for keywords relating to your brand. This way, you will be notified each time the business is mentioned, helping you keep on top of both positive and negative feedback in a timely, efficient manner. To this end, you may also want to use Brand Mentions, Buzzsumo, and Hooks.
Monitor your competitors
Don’t be naive enough to think that every brand with a presence online only looks at its own standing and stature. Whenever one business slips up, every other organisation in that industry will be quick to avoid the same mistake. One of the best competitor monitoring and reporting tools is SE Ranking, which enables you to see what rivals are up to at a glance. You can also view important trends, sudden ranking drops, and increases in PPC budget.
Handle criticism correctly
The brands with the best reputations online don’t shy away from criticism and condemnation; they deal with it up front in a helpful, authentic, and respectful way. You could even try to counteract negativity with humour, but be careful not to make fun of users with serious or significant complaints. Also, don’t just block unhappy customers or delete their comments, as this can backfire big time.
Implement brand consistency
Establishing a strong brand identity is hugely dependent on consistency across all online activity, especially with visual elements. A business is much more likely to stick in the memory of users if the company colours and branding appears the same on its website, social media channels, email newsletters, and advertising campaigns.
Increase site stability and security
The increasing impatience of online audiences means you cannot afford to have a website that suffers from slow speeds or prolonged periods of downtime. It is well worth the effort and expense to upgrade your site’s servers for better stability and greater security. For several customers, your brand’s online reputation will often start and end with the company website.
This article has been provided by SEO & Webdesigns, the leading digital marketing agency.