The perception your target audience has of your company is the most valuable asset that your IT marketing team can have. This perception is the image that resonates in the minds of your prospects and customers. For this reason, you should strive to sustain a positive, authoritative, transparent, and comprehensive reputation management program that protects your public presence.
Shortcomings of Many Reputation Management Strategies
Believe it or not, a single negative review or blog post about your business can directly affect your audience’s perception of your business. Many times, competitors will pay for negative reviews, trying to win over your customers. This is where reputation management comes in. Even if you’ve never read a bad review of your products, it’s important to position your brand as an authority using reputation management strategies.
Here are five shortcomings many businesses have regarding reputation management:
- Only reacting and responding to negative publications – Dealing with a crisis or negative publicity only when you’re faced with the situation isn’t as effective as building authority on an ongoing, long-term basis.
- Not implementing a comprehensive media presence – Your IT marketing strategies should promote all your positive achievements and values. It’s crucial that all media communications, including blog posts, social media comments, video productions, newsletters, and podcasts should promote your mission and values, gaining customer confidence.
- Ignoring angry customers that comment on social media channels – Ensure that you have a crisis communication plan that addresses dissatisfied customers who post scathing comments about your business. Many businesses ignore negative comments, but it’s very important to take a proactive approach and educate your audience by responding with all the facts. Keep your approach positive, rather than replying in an aggressive way, trying to prove the customer wrong.
- Not taking responsibility for building the brand’s reputation – It’s essential to take responsibility for controlling your brand’s reputation. If you don’t create the public image you want for your brand, one that you probably don’t want will grow by your online audience. Remember that your image is everything, so don’t leave it up to the public to mold it for you.
- Not taking precautions against cyberattacks – Cyberattacks can cost your business dearly, so you must protect your brand reputation against a cyber breach. Developing a crisis management plan that focuses on responses and communication tools that address cyberattacks and defend your good name is essential. The problem is that many small businesses aren’t prepared to manage cyberattacks. If you don’t have the infrastructure or staff to develop tactics, self-audit and create a communications plan, consider a consulting service that can help you.
As you can see, positive IT marketing strategies and ongoing reputation management programs help you build positive perceptions about your business. Long-term and consistent effort to provide a high-quality media presence, as well as monitoring and controlling cybersecurity, ensures that your business reflects well with your target audience.