In most cases, the quickest way to start repairing your reputation online is simply by owning up to the mistake, apologize and initiate a plan to prevent this from ever happening again. Although it takes some time to repair the damage that has been done, you ought to begin to see some positive feedback from your efforts to fix your mistake.
During this rebuilding process, you should also be paying attention to the following four key metrics so that you can monitor how you’re faring and what adjustments you still have to make.
Conversion metrics are a fundamental part of every online reputation strategy and specifically, you need to pay close attention to the following conversation metrics:
- Traffic sources: If your reputation is damaged, people will be less likely to refer their friends or family to your business. You must have visitors coming from a variety of sources like direct visitors, search visitors and referral visitors.
- New or unique visitors: How are new visitors interacting on your site? Are they just browsing, curiously or converting?
- Returning visitors: What are your returning visitors doing when they come back to your site? More importantly, what made them revisit your website?
- Interactions per visit: Monitor the behaviour of your visitors so you can gather information and make accurate adjustments.
- Value per visit: You can calculate this by the number of visits divided by total value created.
- Cost per conversion: How much did it cost you to convert a visitor? It could cost more if you have a bad reputation.
- Bounce rate: This is “the rate at which new visitors visit your site and immediately click away without doing anything.” For example, someone may visit your site just to see if you’re still operating or what all the negativity has been about. They could have this information almost immediately and then leave your site.
- Exit pages. Go deeper in your analytics to determine where exactly visitors left your site.
You can easily — and conveniently — monitor these conversion metrics with tools such as Google Analytics.
You can uncover from how much your audience has grown or decreased and if people are engaged with your content metrics by using Facebook Insights and visiting the analytics pages on your Twitter or LinkedIn accounts.
You can also turn to tools Google Analytics, Buffer, FollowerWonk, Klout, Cyfe and SumAll. Once you’ve taken a closer look at your analytics, you’ll be able to make more informed decisions that can continue to help you repair your reputation.
If you want to really understand how you’re viewed online, poke around review sites like Yelp, Google My Business, Foursquare and other social media. Are people leaving five stars or sharing what makes your business awesome? Or, are they leaving one stars and stating why they’ll never do business with your again. It’s a daily task that sometimes can be discouraging or infuriating, but it’s vital when studying your online reputation.
Fortunately, there are a number of ways in which you can find out what people are saying about you and your brand by setting up a Google Alert and using tools like Social Mention, Hootsuite, Trackur and ReviewPush.
When you search for your brand, what terms appear? Hopefully, the terms that appear will be the branded keywords that you want to be known for when you started a marketing campaign. And, in a perfect world, you would also turn up positive results like “best” or “favourite.” But, what if you receive negative autocompletes like “rip off” or some other controversy?
Dan Virgillito suggests on Search Engine People that you:
- Own the search term. Create mini sites that contain the search terms so that you can tell your side of the story or address the issue.
- Find out why these negative terms began to appear if you’re not already aware of the origin.
- Don’t manipulate the terms. You’ll end up causing more harm than good.
- Promote your positive content so that you can bury the negativity.
- This isn’t an easy task to achieve. But, you can report offensive predictions to Google or argue that you were filtered incorrectly.
Again, if you’ve set-up a Google Alert or look carefully at your analytics, you’ll have an easier time in identifying any negatives from Google Suggest.
Do you use Offline Reputation Management or Online Reputation Management (ORM) to help protect your reputation? Have you got any Online Reputation Management (ORM) tips and tricks to share with other business owners out there? If at any time you get stuck or need further assistance than feel free to contact us with any questions or concerns.