In this article, we will touch base upon online reputation management in digital marketing, types of ORM, their importance, and how you can use ORM in digital marketing for your brand.
With many brands taking to the digital world, there has been a surge in competition all over the globe. With the internet, the world has become one marketplace with industries being saturated with various competitors.
In such a scenario it is of utmost importance that your brand speaks to the right target audience and also carves a niche for itself. You need to understand the importance of brand online reputation management in order to build brand loyalty for your brand.
What is ORM in Digital Marketing?
Firstly, are you wondering what ORM stands for? ORM full-form in digital marketing is online reputation management. It is an extension of CRM (CRM full-form in digital marketing is customer relationship management).
Online reputation management is all about managing, monitoring, and constantly improving how your business is perceived by customers online.
This means keeping a check and analyzing what a potential client, brand, or competitor discovers about your brand, its people, product, or service when they perform a search on a search engine, or when they land on your social media page, website, or the product page.
The various types of online reputation management include –
- Online reviews – Managing online reviews is very important with an online presence. Organic reviews are preferred over paid ones to instill faith in the product or service. Encourage users who had a good experience to share their feedback on your public business platforms.
- Social media – Without proper management, social media handles can prove to be problematic when it comes to online reputation. What is ORM in social media?
ORM in social media for the brand is necessary as consumers can generate negative comments, reviews, unwanted tags on the business profile which can seriously harm the reputation of the company. It can, in turn, affect the growth of the business.
- Search engine content – Managing SEO (search engine optimization) by optimizing the website and managing content is of utmost importance.
- Negative SEO – Apart from appearing for positive searches, it is important for a company to manage negative SEO.
- Reputation marketing – As a growth strategy, using the company’s core values for campaigns and promotions has proved to be very successful. Promoting what the company stands for is good reputation marketing for the brand.
- Public relations – Online press releases and news stories need to be monitored. Positive stories can be self-published on various websites with authority but keep in mind that negative stories need to be managed.
Examples of ORM in Digital Marketing
Here are a few examples of ORM in digital marketing –
1. OYO Rooms
OYO Rooms had many trolls posting negative comments towards women on their social media profiles. The brand used ORM to spread awareness about this and educate people. In 11 days there was a 40% drop in negative comments and a decrease in negative sentiments towards the brand.
With bigger brands, come bigger problems and challenges. Content management, customer satisfaction, and online reputation management is major challenge for larger brands.
Nike tackled this by launching @NikeSupport – a Twitter handle exclusively made to handle customer queries. It enables them to get back to customers in a timely manner.
Yelp once had a bad review with a one-star rating. The customer was very dissatisfied. They made sure to address the issue immediately and also took the onus of their mistake. Since then, the company takes every review seriously and follows up after solving the matter, making their customer services very strong.
Quick responses show that you value the customer. Many companies are also investing in AI technology to tackle this. Check out this article on the future of artificial intelligence in digital marketing.
Importance of ORM in Digital Marketing
A happy customer is very important for any business in the world. Today, with people doing their research before making a purchase, a brand is under scrutiny and the comparison with other brands is constant due to awareness and accessibility.
This is why brands need ORM more than ever to ensure that their users have a good experience and are genuinely happy with their product or service.
In case they aren’t, ORM helps in damage control and fix this issue. This can be done with proper customer care, replying to all feedback, comments, having a strong customer support team in place, etc.
Role of ORM in Digital Marketing
Wondering what is the role of ORM in digital marketing? Let’s have a look.
Role 1: Monitor Online Reputation
ORM is like an audit. It helps understand where your brand stands and also how it is perceived against the competition. It paves the way for improvements.
Role 2: Avoid Potential Loss of a Sale
Through efficient ORM, you can avoid losing a new lead or client by almost 40%.
Role 3: Increased Conversions
When the customer is happy and satisfied, they are bound to choose your brand over the others. This means more sales and business.
Role 4: Better Brand Perception
When the social media page or website has verified positive reviews and user-generated content, it is perceived more positively. You do not want negative feedback on your pages.
Role 5: Brand Loyalty
When customers trust a brand, they remain loyal to it. They may also put in a positive word to their friends and family about the brand. Brand loyalty is what most brands strive to achieve and it is possible through ORM.
Role 6: Improves Visibility
With ORM comes improved brand visibility. With people having a better experience with your product or service, search rankings increase and people might create conversation related to it as well.
Role 7: Provides Insights
Online reputation management provides valuable insights about a brand through online reviews. These insights can be used to make improvements to the existing product or service.
How to learn ORM in Digital Marketing?
Wondering how to do ORM without any prior experience in this area? Don’t fret! Read up on ORM, read case studies and examples and try to imbibe as much as possible. You can consider taking up a short course as well.
This short online course on Online Reputation Management has 4 hours of lectures that will help you master ORM. You will ace free ORM tools in digital marketing such as Buffer, Google Alerts and Awario. There are many other ORM in digital marketing tools that you can explore as well apart from these.
We also have this Free Digital Marketing Tutorial that includes ORM as well.
Q. How does ORM help?
ORM is very important in order to build trust amongst customers. It paves the path for brands to build a long-term relationship with their customers and maintain their brand reputation.
Q. How do you maintain ORM?
Here’s how you can maintain the ORM for your brand –
- Perform a thorough audit of your online reputation (this includes any negative comments, shares, etc.)
- Form an online reputation management strategy
- Monitor any activity such as mentions and comments
- Invest in SEO for search rankings for search engines
- Encourage users to share positive reviews
- Track negative reviews
We hope that this article on ORM in digital marketing gave a good perspective of the role of online reputation.
If you wish to sign up for a holistic digital marketing course, then this online comprehensive digital marketing course is a good option. If you feel you need a course that is more intensive, then this MBA Level Post Graduation Programme in Digital Marketing covers all aspects of digital marketing in-depth. Get in touch with our team at IIDE to know more!