How to turn online reputation crisis into a marketing opportunity
- Hits: 4918
Company directors often prefer to remove damaging webpages from public sight by using a discrete method to push the derogatory webpages down in the search results of Google.
This method often results in satisfactory resolution of many of the issues that negative webpages may bring on a company generally and on its sales team in particular.
The problem with prominent online negative reviews is that each one of these makes it harder and more expensive for a company to acquire new customers.
If it normally takes 100 clicks to your website for you to acquire a single paying customer, with a single negative online review visible on the first page of Google search results the number is likely to increase to 500 with the cost per acquisition increasing accordingly.
The higher the number of derogatory web reviews and comments on the first page of Google search results, the more it will cost you to acquire a single customer. Eventually, the cost will be staggering and this will gradually eat into your profits. If you operate within a price sensitive environment, this could be fatal.
It is well documented that online reputation challenges can be turned into marketing opportunities with a little bit of planning and effort. Hiring an SEO company to push down negative webpages will almost always be a waste of money for a company that is struggling to hold on to its good reputation.
The benefits are likely to be short lived and the costs will continue to increase constantly because internet reviews are very dynamic and new negative reviews might appear all the time. Legal action might have the same effect.
To turn online reputation crisis into a marketing opportunity you will need two things:
A good strategy and top quality content. This will help you push down negative internet search results and also to appropriately respond to comments and posts whenever you find them.
Most importantly, you will be able to start creating expert positioning that could enhance your company’s reputation to the extent that negative web pages will have little or no impact at all on your sales.