Description
nternet Marketing and Reputation Management
An essential component of effective Internet marketing is managing your reputation and your
company’s reputation online. Consumers often engage in Internet research before choosing a
product or service as well as the provider of that product or service.
It is quite common for a consumer to research your company name, your name and your URL
before making a final decision as to whether or not to use your company. This fact makes it
essential that you engage in effective reputation management.
Reputation Management – Know What is Being Said
You have to know what is being said about you (both positive and negative) in order to manage
your reputation. It is impossible for you to check all the different websites that people post
comments and reviews on. Luckily for you, you can set up a Google alert to notify you anytime
your name, business’ name or URL appear somewhere on the net. Go to
http://www.google.com/alerts to set them up.
Reputation Management: Handling Negative Postings
Negative postings will appear from time to time about you or your business. You should
address them head-on but never get personal with the person who posted the comment. You
should address your company’s shortcomings and mention how you plan to make things better
in the future.
You should let people know that you take customer service seriously. You can offer to help the
customer receive some type of satisfaction if at all possible. The key is to show people that
your company listens and actually cares.
If you get into a battle of jabs and insults you will always lose. Do not get baited into such a
situation.
Reputation: Post Positive Information Fast and Often
You want to make sure you distribute positive information about you and your company as often
as possible. Make sure the information is honest and pertinent. The information you post on
the Internet can be about charitable donations, new product launches, awards won, etc. The
key is you want this information to appear in the search results above the negative postings.
Frequent positive postings are the best way to combat negative publicity. Online press
releases, articles, social media sites and pages, forum postings and blog postings focused on
your name and your company’s name will go a long way towards helping manage your
reputation online.
Your Internet marketing strategy must include allocating resources towards reputation
management for you and your company.
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Know Your Buying Cycles
Internet marketing is a powerful way to grow your business. Your insight into your target market
is a key component to succeeding online. If you know the buying cycle of your target market
you will be able to effectively market to them at all stages of it.
Beginning of Buying Cycle
Every industry will have buyers that start their buying cycle with some basic research about the
products or services they are interested in. By doing some keyword research you can identify
these early-stage buyers and capture their attention before your competitors do. Here are the
types of search terms they will use:
Printer reviews
best DVD players
luxury sedan comparisons
The terms they use when searching will clearly identify the fact that they are in the information
gathering process. Provide them the information they want on your site and via e-mail so you
can follow-up market to them.
Mid Stages of Buying Cycle
As consumers progress in the buying cycle they will start narrowing their online searches. For
example they may use terms like:
Color laser printer
Sony DVD players
Lexus models
At this stage they have narrowed in on what they want but have not necessarily made a final
selection. This is an important stage in the buying cycle where you need to give consumers
information that will push them towards purchasing.
Stages of Buying Cycle
This is the stage that most people focus on. The final stage of the buying cycle is when a
consumer is ready to buy. The types of search terms at this point are:
Epson Stylus 900
Sony HD-9180
Lexus LS 450
The consumer identified what they want to buy and are now looking for where to buy it. This is
when they need to know why they should buy it from you. You want to focus on service, price
and reputation.
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If you focus your Internet marketing efforts only on the end stages of the process you will lose
the opportunity to capture the interest of and loyalty of potential customers in the early stages.
Take the time to give consumers at the earlier stages of the buying cycle the information they
want and they will reward you with consumer confidence and loyalty.
All stages of the buying cycle should be part of your Internet marketing strategy.
