As a business, online reputation is an essential step to ensure your visibility to internet users, and thus attract new customers. However, the competition is fierce, and above all, successfully standing out depends on several factors.
Web visibility implies that brand image, visual identity, and products and/or services are naturally highlighted online and reach the right consumers.
Here are our 6 tips to improve your online reputation and make your brand a reference in the minds of internet users 🔥
Table des matières
Having a Website Is One Thing, Natural SEO Changes Everything
As a business, an online presence is no longer optional: having a website is now almost commonplace.
But there’s a real gulf between having a site and ensuring its visibility…
Imagine: your website is your business’s showcase and must present your offers, values, history in a clear and inspiring way, and explain almost pedagogically the approach in which your brand fits.
The reason is simple: to reassure, inform, and guide internet users towards the act of purchase. In marketing, these steps are also called the conversion funnel: attracting visitors through a content strategy, converting visitors into qualified leads, transforming hot prospects into customers, and finally optimizing long-term loyalty.
First step if your site is not yet designed: choosing a CMS (Content Management System), such as WordPress, Drupal, or Plone. These web softwares allow you to easily create a website.
But what will make the difference remains natural referencing or SEO (Search Engine Optimization): this is what ensures that your website pages rise to the top of search engine results pages.
“53.3% of all site traffic comes from organic search” (BrightEdge study) and “92.96% of global traffic comes from Google Search, Google Images, and Google Maps” (SparkToro study).
Hence the importance of working on your SEO strategy to increase so-called “organic” traffic: you thus improve the ranking of your site’s pages and therefore its visibility. How? Quality content that is relevant and regularly updated, a good user experience, smooth navigation, and positioning on strategic keywords.
You can also resort to paid referencing, via the purchase of high-potential keywords on Google (Google Adwords).
Highlight a Blog and Update It Regularly
The blog, this “old” web companion, remains a powerful lever for business reputation.
Businesses that have a regularly updated blog rich in relevant content see 55% more visitors (Hubspot source).
The blog is not dead: it represents an unprecedented opportunity to provide rich, relevant content that answers internet users’ questions. Provided it is regularly updated: a sufficient volume of content that is optimized, relevant, and brings real added value to your readers.
In-depth blog articles, guides on how to use your products or services, news in your sector… position yourself as experts to reassure internet users.
Develop Presence on the Right Social Networks and Stay Active
It’s not about “being on all communication channels, but about” being where your audience is.
It’s up to you to define your target, their age, and their use of social networks: TikTok for 15-24 year olds, rather Instagram for 24-40 year olds, but also Facebook, not to be neglected for certain features.
It is therefore essential to understand the particularities of each network, to know the expectations of your community and to offer adapted content. Interactivity remains the key word: respond to comments, create polls or launch challenges via unique hashtags. And above all, stay consistent and authentic in your communication.
Another social media tool: Social Ads or sponsored advertisements, ads displayed on social networks and precisely targeting your audience. The goal is to increase the reach of your content, integrate CTAs (call-to-action buttons) redirecting to your website, and most importantly, measure results to understand what works (or doesn’t).
Trustt’s tip: incorporate video testimonials into your sponsored content so that it is integrated naturally and more authentically into users’ news feeds, as the brand Nutrivie has done.
Monitor Your Online Reputation and Engage Your Top Clients
Online reputation (or e-reputation) also involves constant monitoring and vigilance.
According to a BrightLocal study, “88% of consumers trust online reviews as much as personal recommendations”. It is therefore important to monitor what is being said about you, respond to comments, both positive and negative, and highlight customer feedback.
Involving your best customers, (also called ambassadors) in your strategy can also bring you increased visibility. By testifying to their network and community when they have one, they highlight the quality of your products or services in a sincere and reassuring way for other internet users.
Installing “an ambassador program on your website allows you to show the” interest your company has in “customer opinions and feedback. It’s up to you to” use it according to your objectives: have your products tested by targeted consumers and benefit from authentic feedback, organize events and invite identified content creators, co-create the products of tomorrow, etc.
Collaborate with Targeted and Carefully Selected Influencers
It’s no news to anyone, influencer marketing has been booming for several years: according to a Mediakix survey, 89% of marketers believe that the return on investment of influencer campaigns is better than other advertising channels.
What makes the difference? The choice of the influencer (whom we prefer to call content creator). They must be aligned with your values and brand spirit, and position themselves as sufficiently expert in your sector to display enough legitimacy to their followers.
It’s not just about reach or number of followers, but about relevance and engagement. The authenticity of a collaboration can work wonders in terms of visibility and engagement.
In this regard, the Trustt tool is equipped with an intelligent selection function for the influencer panel and a community CRM to refine your search, segment them according to defined criteria, and thus design a customized pool of brand ambassadors.
The objective? Influence campaigns ensuring visibility, awareness, and engagement.
Send a Quality Weekly Newsletter
Last but not least: the newsletter. A timeless digital marketing tool, the newsletter allows you to stay in touch with your audience by regularly informing them about promotional offers (privileged advantages), new articles on your blog (quality content), but also customer reviews (reassurance, always!).
These contents are all means of strengthening the bond with your newsletter subscribers, whether they are already customers or not. However, be careful not to fall into over-solicitation, which could have the opposite effect.
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