Article

Priya Kumari
Priya Kumari 25 August 2021

Why Innovating Online Reputation Management Strategies are Imperative for Brands in 2021

Online reputation management is a strategy to influence and control the digital reputation of a brand. This strategy is similar to PR and consists of following and influencing the image of a brand. SERPs for branded searches are the main focus in ORM. The purpose of the strategy is to prevent negative content about the brand to be visible in the SERPs.

Moving forward in the year 2021, marketers need to upgrade their ORM strategy. The year 2020 has left businesses in an unprecedented and unpredictable situation. Consequently, brands need to tweak their online reputation management strategies.

ORM is critical for brands to maintain a positive reputation in the eyes of customers and the strategy provides marketers with additional insights to improve their marketing, products, and services. ORM influences positive word-of-mouth marketing (WOMM) and businesses with high star ratings and positive customer reviews acquire more sales and lead.

Amidst the recovery from the 2021 pandemic, ORM is even more critical for brands and they must devote more time and energy towards monitoring their brand online.

Gradually companies are allocating more resources to online reputation management for maintaining a healthy brand reputation and pipeline. Moving ahead from the disruption of the 2020 pandemic brands need to allocate more time and financial resources to their ORM architecture.

The following statistics were disclosed by clutch.co, they recognize and emphasize the importance of ORM for digital marketers to maintain the health and success of their respective organizations:

  1. More than 54% of digital marketers consider ORM very necessary to the success of their company.
  2. 42% of the business owners monitor their online reputation management (ORM) daily which emphasizes how frequent businesses are when it comes to monitoring their online reputation.
  3. Brands frequently employ social listening to keep a note of what’s being said about their brands on various online platforms.
  4. 70% of the companies prefer the method of devoting resources to their Online Reputation Management (ORM) framework and employ in-house employees on the task.
  5. The biggest achievement that companies experience from investing in ORM is growth in sales (which is the case with 25% of the companies).
  6. Nearly, 35% of the businesses plan to allot more time and money to ORM.

Online Reputation Management (ORM) is considered to be a function of the online population and its significance has exponentially multiplied in the light of the Covid-19 pandemic.

The period of the Covid pandemic has spurted more digital transformation than the last ten years and has become a mainstream method for both communications and transactions which has made online reputation management a more vital exercise in the context of brand management for individuals as well as businesses.

The up-gradation of your ORM (Online Reputation Management) Strategy in 2021 requires a lot of technological changes and innovations because of the following prime reasons:

User-Experience will be a Ranking Factor

The user experience will be a vital ranking factor for brands in the year 2021. In the light of Google's core algorithmic updates in the year 2021, the machine learning algorithms employed by Google will make website ranking a more holistic factor, and the quality-centric ranking drive of Google will make the usability of a website and users' experiences important ranking factors.

An important ORM strategy for the marketers moving ahead in the year 2021 will be promoting more positive content and supplanting negative customer comments in search rankings.

Social Media Profiles Should be Linked to Search Engines

To achieve a good ranking in the search engine results, individuals, as well as brands, must employ social media marketing to build their online reputation.

Also, it will be easier for users to seek out identities of individuals or companies that are new to them. Potential employers, as well as business partners, can get an advantage to get more insight into an individual.

A good social media platform must be able to strike direct communication channels with the customers. Neglecting social media presence could be detrimental to the online reputation management (ORM) of organizations as social media is the hub for tracking happy and disappointed customers. Also, social media can be used as an excellent platform to address and resolve customer grievances.

Online Business Reviews will Become Paramount

Online Reputation Management (ORM) will help customers build their perception about a company or product by seeing online reviews. No reviews or negative reviews turns the customers off. Review generation, review monitoring and review marketing constitute the indispensable parts of marketing campaigns that marketers need to be mindful of in 2021 more than ever before.

The use of sophisticated software tools for online reputation management will allow businesses to become more accurate and less costly.

Conversational Marketing and the use of Chatbots will help ORM Evolve

Brands such as Zomato and Netflix India are already using conversational marketing and chatbots to max jokes, memes, and puns in the brand conversations.

Advanced chatbots employ artificial intelligence and machine learning to engage customers in engrossing conversations. These techniques not only help generate more leads but also help build a positive reputation for brands across social channels.

Wrap Up

Proactive online reputation is all set to become an integral part of the business strategy in the coming days. With the emergence of new innovations and techniques that offer effective and measurable results at an optimized cost, brands can accomplish the minimum requirement for both survival and growth.

This means that ORM will no longer be the exclusivity of big business but is going to be increasingly adopted by organizations of all sizes including small enterprises, and even start-up companies.

Moving forward in the year 2021, ORM will be more important than ever before. This will help brands improve and monitor their digital presence. With the help of ORM, brands can analyze their potential customers and the information that they get about their product or brand whenever they use Google search or any other social media platform.

ORM helps brands create and maintain a positive online image so that any attacks on their image are easily detected and minimized in prominence. Brands can also remove personal addresses and other data from public databases, popularly known as “people search” databases.

The year 2021 is certainly an important year for businesses to stay in competition and get more organic leads from their websites.

Hope the above post helps you understand how you should strategize your online reputation in the year 2021.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
10 Daily Habits That Set High-Performing Designers & Marketers Apart

10 Daily Habits That Set High-Performing Designers & Marketers Apart

Discover the 10 daily habits that elevate designers & marketers to high-performance levels. Transform your routine for success today.

Nevilson Christian
Nevilson Christian 23 April 2024
Read more
7 Reasons Why Social Media Marketing is Important For Your Business

7 Reasons Why Social Media Marketing is Important For Your Business

In the past two decades social media has become a crucial tool for marketers, enabling businesses to connect with potential customers. If your business has yet to embrace social media and you want to know why it is...

Sharron Nelson
Sharron Nelson 29 February 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more