If you’re like me, and I do mean anything like me, chances are you’ve Googled yourself. And if you’re really like me, you do it often (I’m a little embarrassed to say how often.). People like me realize a first impression can be either good or bad, and we are committed to doing everything in our power to make the best impression we possibly can.
Most companies realize this too. That’s why they spend millions of dollars on marketing departments and ad agencies alike. The misstep comes when they fail to take their online reputation seriously. I remind my clients every time I get the opportunity that having a web presence goes far beyond simply having a website. Those that are serious about knowing who their target market is and connecting with them on a personal level, are advised to do constant temperature checks online to find out what their customers are saying about them.
Once you dig deeply into what your customers are saying, take action:
- Create positive “buzz” about your company outside of your website. People expect companies to brag about themselves and their happiest customers on their website. In fact, studies show that too many testimonials can have a reverse effect whereby customers question their authenticity. Develop a microsite for new products, upcoming events and sneak features.
- Give clients/customers a forum to voice their satisfaction and their dissatisfaction. After all, a disgruntled customer is 5 times more likely to tell others about their experience than a satisfied one. Invest in a rating system and investigate all less than favorable ratings.
- Respond quickly and with assurances that you’re doing everything in your power to correct the situation. If customers perceive themselves as being mistreated or unheard by the big bad corporate wolf, they’re apt to stop at nothing to get what they feel they deserve. Do NOT, I repeat do not ever, ever send an autoreply!
- Enlist the help of the experts. Consider hiring a person or firm with the capability to keep you abreast of your company’s blemishes and empower them or designate members of your team to fix them. Finish up by spreading the good news around using blogs, Facebook, Twitter, Linkedin, etc. You may have to give up some products in good faith, but what you’ll get back is the likelihood that when they’re discussing the incident they’ll also include the resolution.
- Encourage team members to do personal temperature checks. Thanks to professional networking sites and lead generation tools alike, these individuals’ reputations are tied to that of the company. One ding on them can, unfortunately, equate to one for the company. By no means am I advising regulations/company policies about what employees can share with their networks on their own time, but being reminded that the company has a stake in its employees’ online reputations can make a difference in how willing he/she is to go overboard on a Twitter rant.
Remember, it costs 5 times as much to gain a new customer, than it does to retain an experienced one. Take good care of your patrons, and you’ll develop loyal followers who’ll promote your company for next to nothing.
