Covid-19 Makes Online Reputation Even More Crucial. 4 Things to Do Now.
“Online-all-the-time” is the mantra for many businesses during Covid-19, but some very real questions remain: how do you engage with and get customers?
Conveying trust, competence, friendliness and other “real-world” attributes through an online reputation are crucial now more than ever.
Remember the “olde days” when, for example, you would go to a business office to work, or meet a client for coffee?
Now — and for the foreseeable future — things have changed: people work from home; businesses shifted to selling online; many school classes are remote; even birthday parties and weddings are on Zoom.
We’ve quickly adapted (some more than others) to online-all-the-time, but some very real questions remain: how do you engage with customers? What connections do you need to make to clients? How do you even get prospective clients if you can’t network or meet in person?
Of course, in-person recommendations will not disappear, but they are on the wane at the moment for many since gone are “business casual” meetings or chatting in an office. Zoom, WebEx, or other forms of video conferencing are emerging alternatives. However, they are a poor stand-in for face-to-face meetings that often closes the business deal. As people continue to make sense of this era, a new reality is forming around online-only connections.
Most turn to Google. Hardly a replacement, but given the options, online searching is today’s reference-check or way to get information about a business. As the importance of online reputations grows today, many businesses’ may suddenly come to realize their web presence might not be ready for prime-time. What if nothing shows up when a client searches your business? Or worse, what if there are negative links or articles?
Given these times, a positive online reputation matters more than ever.
Importance of Reputation Management
Appearing authoritative in Google search results is a powerful way to attract prospective customers now (and anytime). They see positive links and articles as a sign of trustworthiness, making building a positive online reputation an essential business component.
If Google search results reveal a minimal or poor online appearance, potential customers ask themselves, “are they really in business?”, “can they be trusted?” or “are they unprofessional?” A poorly defined or unprofessional online reputation is deemed untrustworthy.
However, when something negative appears in the first or second page of Google searches, this is a certain deal-breaker. Damaging posts made by competitors, “trolls”, or legitimate clients will immediately turn away new and existing clients who could move on to someone else.
How to Quickly Build an Online Reputation
Since people might not be able to meet you in person, businesses need to convey trust, competence, friendliness and other “real-world” attributes in their online presence. Essentially, match your web persona with your actual one. The best way to do this is through generating a constant flow of rich content in a variety of forms with this in mind. Articles, blogs, videos, presentations, social media platforms and your website should focus on personal trust building.
Generally, this is a long-term process.
Building an online reputation often takes many months and should be an ongoing business tactic. But there are some things to do right now/today. Each task below takes some time to master but after a while, might take a few hours.
1. Write Blog(s)
Write and publish original blog posts. Start by addressing a current and compelling issue that your clients can relate to, such as how your business approach has changed, or what new services you are offering to help.
2. Post on Social Media
Post valuable information constantly to a range of key social media platforms. Be especially active daily on LinkedIn, Twitter, Facebook, Instagram, as well as other sites specific for your industry. Continue to directly engage with prospective clients across all relevant channels by sharing, commenting, retweeting, and posting their links. What to share? Things that resonate with what your clients are going through or experiencing.
3. Share In New Ways
Seek out new ways to participate with others. Join networking organizations that have shifted to virtual meetings; schedule selective in person meetings; pick up the phone more; and as always, be open and helpful to everyone you come across.
4. Update Platforms
If necessary, update various platforms with new information. A smart idea is to add Zoom links or meeting numbers, phone numbers, changed working hours, and new any services to wherever clients normally connect with you such as on your website and social media platforms. Also be sure to refresh your email signature with virtual meeting links, etc.
Conclusion
While many business approaches have changed, keep the focus on your online reputation. Information found in Google searches is a major consideration to hire you, confirming that you are professional, experienced and truly helpful. Deliver value and connect in meaningful ways by assembling content that illustrates your credibility. When clients see your positive web presence, they feel more comfortable in choosing you to work with over a competitor, especially if it’s impossible to meet in person.
