Thought Leadership Tracey Stapleton, The Spa PR Company
8
ways to improve your online reputation
Tracey Stapleton EXPERT CONTRIBUTOR
Tracey Stapleton is managing director of The Spa PR Company. Having started her consumer PR career over 30 years ago, for the last 16 years she has specialised in spa and wellbeing, offering a targeted range of public relations and marketing services to spa and hotel operators, and beauty and wellbeing product brands and services. www.thespaprcompany.com
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he past year has made the internet even more central to our lives than it was before, and while it can be a place of many wonders, the digital world can also be quite unforgiving. These days a company’s online reputation, which has usually been developed over some length of time, plays a huge part in helping it to become a great success. However, just a few negative reviews or opinions online can immediately destroy all that good work. It’s important to consider how much of an investment you should make in your marketing to build your reputation and increase your visibility online. This may include SEO to improve your search rankings, paid advertisements to convince customers you’re right for their needs, PR to get high-impact coverage and create a buzz around your brand, and plentiful content to keep your audience engaged. But where does the majority of this activity lead to? It drives consumers online to find you and, in the main part, to Google, where they’ll seek information to confirm they are making a good choice. Your online reputation is, therefore, one to not only build, but also to manage and protect. Here are eight ways you can achieve this:
Display your brand values
People will interact with your business based on the position of value it holds in their mind. This value often stems from your brand story resonating with them because it has touched them on an emotional level. So, tell your story through all your marketing channels; let people know what your business stands for, what causes you support, how you treat others, your concern for the planet etc. If you are open and honest then people will be drawn to you. Nicola Cook, head of marketing at Rudding Park in the UK, says: “It’s no longer enough to just monitor your online presence, you need to strategically manage it. Get the basics right; make sure your content – copy and images – accurately reflects your offering, and bring your brand to life with user generated content, where appropriate. This is considered more authentic and provides a sense of aspiration. “Brand-aligned collaborations can also be a great way to increase reach and awareness. Be clear with your objectives and be selective with the brands or influencers you choose.”
Showcase your achievements
People search for companies that are leaders in their fields, so promote any awards or accolades that your business www.europeanspamagazine.com
