Eight ways to improve your online reputation

REPORT BY TRACEY STAPLETON

Tracey Stapleton, managing director of The Spa PR Company, offers spa operators advice on how to best manage an increasingly important aspect of their business

The 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:

1. 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.”

Tracey Stapleton, founder, The Spa PR Company

2. Showcase your achievements

People search for companies that are leaders in their fields, so promote any awards or accolades that your business receives. Write a press release that lists all of your achievements; share it with the media and post it on your news or blog page. Include your latest recognitions or accreditations in your email signatures as this will help to remind all your customers and partners why you are a better choice than your competitors.

3. Provide a great online experience

The experience you provide online should match the one people have when they interact with you in the real world. Create an online experience strategy to cover the entire customer journey and make it as seamless as possible. This should include everything from website speed and clear navigation to ensuring visitors have easy access to the support they need.

It’s predicted that we will see more brands offer video chats directly between the customer and company experts, combining human and digital elements to boost conversion.

4. Meet criticisms head on

A dissatisfied customer will tell from 9-15 people about their experience, so bad news travels fast. Such feedback moves super-fast online – and over great distances. Always diffuse situations quickly and even try to think about how you can turn them into positives. If a complaint has come through one of your social channels then move the conversation off the platform and out of the public space to sort it out by email or in a telephone call.

5. Enable reviews

People have a great deal of faith in other people’s opinions and nine out of ten consumers * seek out reviews before they make a purchase. Enable reviews across your website, social channels and Google, and remind your customers to leave their feedback, providing them with easy instructions on how to do this.

Some brands are already experimenting with evolved ‘phygital’ – a blend of physical and digital – enabling customers to access the ecosystem of their ‘likes’ in their physical store. For example, C&A in Brazil uses smart hangers to display how many people online think a garment is a good buy.

Gloria Palace Amadores Thalasso & Hotel is a partner of Gran Canaria Spa, Wellness & Health Association

6. Arrange media reviews

Online media have some of the highest visitor numbers of all websites, so securing your brand a positive review, or even just a mention on one of these sites, can result in not only an immediate surge of traffic to your site, but also the securing of a permanent link that will influence your organic SEO. You also benefit from the valuable third-party endorsement of a respected source.

One advocate of this approach is Carmen García Manzano, managing director of Gran Canaria Spa, Wellness & Health Association. “Due to travel restrictions over the past year,” she explains, “it has been even more important to manage the reputation of the Gran Canaria Spa, Wellness & Health Association and our partners online.

“One way we have achieved this is by placing advertorials in the main wellbeing media titles. This enables us to communicate positive messages as well as ensure we are front-of-mind when our customers are ready to buy.”

“Placing advertorials in the main wellbeing media titles enables us to communicate positive messages as well as ensure we are front-of-mind when our customers are ready to buy.”

7. Build a group of ambassador influencers

Surround your brand with a group of your most loyal clients who are genuine fans of your brand. They could be a mix of social influencers, celebrities, journalists, industry leaders and local VIPs. Involve them in your news and developments so they can help broadcast your positive brand messages on a regular basis. And don’t forget to reward them as you can.

8. Create meaningful content

People only want to read and share information that is interesting or of value to them, so consider carefully what you post. Make your content topical or relevant to capture the mood or attention of the public.

Use of the internet is only going to get bigger and your brand is online whether you focus on it or not. It therefore makes sense to be a leader in what’s being said about your brand rather than leaving it open to the opinion of the world.

www.thespaprcompany.com

* 10 Online Review Statistics You Need to Know in 2021, Oberlo.