What is Reputation Marketing?
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1. What is Reputation Marketing?
Although the term is often used interchangeably with Online Reputation Management (ORM), it doesn’t mean the same thing. As a business owner or executive you need to know the difference, so here’s a more accurate definition:
Reputation Marketing highlights and amplifies positive brand content like customer reviews through traditional and digital marketing channels to boost sales. In short, it’s a strategy to promote your brand’s existing good reputation rather than repair a damaged one.
That’s an important distinction to keep in mind. While reputation marketing does have a positive impact on brand image, it generally won’t improve your search results. Since your marketing initiatives will prompt consumers to research your brand on Google, you’d better have positive content on page one for them to discover.
Instead of pitching your products or services, you are providing truly relevant and useful content to your prospects and customers to help them solve their issues.
2. Reputation Marketing vs Reputation Management
Let’s dig a bit deeper to understand the differences between these two services.
Reputation management uses SEO, content creation, social media, public relations and so much more to establish positive search reputations for individuals and companies.
There’s a common misconception that ORM uses negative SEO to push down search results. In reality, reputation management strengthens a brand’s online presence in a natural way so search engines are compelled to show users your most favorable content.
3. How online reviews drive reputation marketing strategies
Customer feedback has become the “Mr. Wilson” of consumer advice. Shoppers place enormous trust in feedback from faceless individuals on review sites. Sadly, fraudsters take advantage of that misplaced trust to manipulate the system.
That all boils down to bad news for brands that have been crushed by 1-star reviews. Staggering corporate reputation management statistics indicate that negative comments and bad star ratings drive potential customers away by the busload.
But let’s look at that from another angle: Online review sites can be a powerful marketing tool when filled with positive customer reviews. Why?
Great reviews improve conversions throughout your entire marketing funnel:
Awareness: Prospective customers learn about your brand through review articles such as: “Best Online Reputation Management Services.”
Interest: People begin to search for your brand to learn more about your company through customer reviews.
Consideration: at the bottom of the funnel, shoppers compare your product vs your competitors’ to see what worked for others like themselves—and what didn’t Content strategy is part of most content marketing strategies.
4. Brand reputation marketing goes beyond customer reviews
Most businesses focus on consumer reviews because they’re a quick and easy way to demonstrate social proof. They’re also a great way to reduce reputational risk. However, the best reputation marketing companies think bigger than customer feedback.
moPharma Digital Solution is a Digital Marketing Agency in Mumbai that runs remarkably successful campaigns in the most competitive sectors, using a unique blend of technical and creative expertise.
Being a trusted Digital Marketing Company in Mumbai, we make sure your Reputation Marketing journey of every single consumer to measure customer sentiment, understand the customer better, predict behavior and deliver insights and nudge messages in real time.
For example, do your employees love their jobs? Issue surveys to find out how people feel about working for you.
If they’re unhappy, address their concerns to improve employee morale. Then, request feedback on Glassdoor, Indeed or other employee review websites. You should also get certified as a “Great Place to Work.” Doing so will give your reputation marketing company positive content to promote.
Corporate social responsibility (CSR)
Stories about “brands that care” earn tons of favorable press, so if you need to stockpile positive articles, talk about the good your company does. Here’s a list of effective CSR examples that you may already be doing but not promoting.
For instance, did you convert your office to use more efficient lighting? Less paper? Perhaps you made a commitment to hire veterans, or your staff volunteers within your local community.
Social and environmental stewardship is a very powerful reputation marketing tool that shouldn’t be downplayed or ignored.
5. Leveraging word of mouth
Word of mouth advertising hasn’t died, it’s just evolved. The “Mr. Wilsons” of the world are still openly reviewing companies; they’ve just moved from backyards to broadband.
What’s more, the average consumer’s voice drowns out advertising with a megaphone of trust that brands can’t match with commercial campaigns.
So in order to make reputation marketing work for you, you’ll first need to heavily invest in review management and online reputation management. Without a solid foundation, your marketing strategy won’t be successful.
When you rank in search engines, you rank for specific keywords in your written content. More content equals more keywords, meaning you have more opportunities to rank in Google.
On the other hand, if you stop producing content, Google will assume your website is out-of-date and stale, so it'll drop your drank to avoid sending people to mediocre content.
Learn Digital Marketing Courses
By now, I believe, that you have a fair idea why Digital Marketing is important for pharma sector. Some pharma companies have not yet fully embraced the digital revolution and changing times, while others have. Well, you should understand that it doesn’t matter to the patients out there, the patients are increasingly expecting, and rightly so, and demanding the pharma and healthcare industry to engage themselves and provide end-to-end services.
The pharma companies that are aligned to changing times, and are using digital mediums, are also the ones reaping the benefits. Big prizes are waiting for those who can cut through all the digital noise and come-up with sustained competitive advantage using digital mediums. The others will also align soon or go out of business.
There are different ways to learn digital marketing. You can teach yourself using online material and tutorials, or you can Learn Digital Marketing from a Reputed Training Institute. These training institutes have highly experienced professionals and provide you focused and personalized training with lot of live assignments, and also provide you guidance for your placements. There are digital marketing courses specialized specifically for pharma sector.
So, go ahead, learn Digital Marketing and shine on!
-Pharma must be in the conversation so to know how to develop better drugs.
-Digital marketing offers many ways to communicate with customers (HCPs and patients).
-Pharma must offer great content that interests customers and helps them do their jobs better. This type of content is easier to approve, less risky and leads to better long-term customer loyalty.