ReputationDefender EMEA Director Tony McChrystal is a specialist in online reputation management, public relations, digital privacy and crisis management. This article will explore the different ways that brands can leverage their online reputation to earn trust at each step of the customer journey. The attached PDF explores customer loyalty trends in 2023.
Trustworthiness, credibility and authority are integral components in the customer journey, which actually begins long before the sale is closed. Whether viewed as a lifecycle or funnel, the process typically comprises five basic phases: awareness, consideration, purchase, service and loyalty.
The first step on the customer journey is making consumers aware that the business exists. A great reputation makes it easier for potential customers to find a business online, impressing them, piquing their interest and inspiring them to learn more. Where a business lacks an online presence, or worse, is associated with negative content, this can have a significant bearing on its attractiveness to consumers and ultimately its profitability.
To increase their online visibility, businesses should invest in developing a fast-loading, easy-to-navigate website packed with up-to-date information, answering any questions potential customers might ask. Detailed descriptions of offerings, customer reviews, testimonials and an easy way for customers to reach the business are all a must.
Building a Google Business Profile is an effective means of helping a business to be seen. It is crucial to take the time to complete all of the fields accurately so that the entry looks professional and provides maximum exposure. It is also important to ensure that all contact information matches the listings on other online profiles.
These days, businesses with zero presence on social media stand out as unengaged and outdated. In addition to creating a page, it is vital to post regularly, interacting with potential customers via social media channels and responding to any enquiries in a timely and convivial manner.
Blog articles and guest posts are what buyers typically see first when researching buying options. To draw in the reader, articles must be well written, answering their questions and presenting the publisher as an authority in their space.
With almost 4 billion people connected to the internet globally, there has never been a better time for businesses to harness the power of blogging to get their brand and products seen. The embedded video explores the benefits of business blogging in more detail.
