A brand requires an ORM strategy to shape or maintain its online presence. It is a set of actions for tracking the current image of a specific business in the digital world. In addition to this, such actions enable changing or maintaining the presence for the desired impact. Assuming that this approach has been rightly formed, this impact can be achieved. Hence, it becomes crucial to understand the step-by-step process to build it. The approach should comprise every crucial element to track and maintain, or transform, online brand perceptions. These elements can range from tracking mentions to responding to feedback or reviews from customers.

What is an ORM Strategy?

An ORM strategy is a plan that involves the constant monitoring of the online perceptions surrounding a business, brand, or company. The plan enables the proactive measurement of its image. It works by implementing a series of steps across online platforms.

Why is an Online Reputation Management Strategy Important?

For a brand, an online reputation management strategy is vital for identifying how an audience perceives it. It serves the purpose of detecting the nature of the perception. When it is positive, it helps maintain the digital image of the brand. In case of a negative image, mending its reputation becomes important.

• Thus, such a strategy is crucial for shaping the online image of a business, and many brands rely on professional online reputation management services to achieve this effectively.
• It helps restore or retain their trust by making the business credible.
• Once the trust is maintained, buyers’ decisions are positively influenced.
• Besides, it comes into use to manage online reputation crises.

How to Build an ORM Strategy Step by Step?

To build an online brand reputation strategy, 8 steps are vital to follow. Initially, determine the goal to attain with it. Then audit the current digital presence. Ideate a plan to monitor it. Next, develop optimized content to change the digital image of the brand or business. Also, combine digital marketing practices while forming the strategy.

A closer look at each of these steps can further clarify the process to create the best strategy to manage the online reputation of a business.

Step 1: Define an Objective

The first step in making an ORM strategy is setting a goal. Consider the main target to achieve with this approach. It can range from dealing with an online business crisis to transforming an entirely negative presence across the web.

Step 2: Audit Business Reputation

While developing a brand reputation strategy, auditing is a significant step to include. It enables a business to review every platform where its name has been mentioned. The platforms include review websites, social media, blogs, and more.

• During the audit, record observations such as:
  • The nature of users’ feedback, i.e., positive or negative
  • Gaps in a company’s performance from the point of view of customers
  • Any complaints and whether they are recurring
  • The type and level of engagement

Step 3: Create a Plan to Monitor Digital Image

Next, to define the online reputation management approach, form a plan to actively monitor the brand image. It should include essential tools that track brand mentions and send alerts for the same. Sprout Social, SEMrush, Google Alerts, etc., are useful for this purpose.

Step 4: Respond to Users or Customers

Further, while working on the strategy to manage digital reputation, formulate a response plan. Consider several templates to provide responses to buyers or users. Use the template for reviews, complaints, and feedback across different platforms online.

• Note that the template should express gratitude for positive feedback.
• When the response is to address a concern or issue, it should be constructive.

Step 5: Develop, Optimize, and Share Content

A brand’s ORM approach should essentially comprise content development. It should focus on the concerning factors that hinder or pose a threat to its digital image. Optimize it using the necessary keywords and search terms, in sync with the best SEO practices. Also, ensure to maintain high content quality prior to sharing it.

• To share such content, select relevant social media platforms.
• Besides, focus on digital platforms like news and blog-sharing sites.
• Regularly share the information to transform the online image of businesses.

Step 6: Build Audience Engagement

An online brand reputation strategy should focus on engaging the audience. It serves a crucial role in creating a positive image. In order to interact with users, initiate discussions through relevant posts or content. Actively respond to their comments. Moreover, acknowledge them for interacting with the business.

Step 7: Track and Analyze Performance

The strategy to manage reputation should be inclusive of tracking its performance as well as analyzing it. Rely on KPIs like the online rating of the business across diverse platforms, the number and nature of reviews received by customers, the sentiments of users, and more.

Step 8: Implement Digital Marketing Measures

When creating the ORM strategy, to ensure the maximum impact, combine it with digital marketing practices. For the same, consider search engine optimization. Opt for content marketing measures to create the best impact on users. Also, consider social media management to make the approach effective.

All in All

An online reputation management strategy is vital for a brand or business. Therefore, it is important to effectively create it. By following 8 core steps, one can develop it rightly. This approach, comprising the best elements such as presence audit and tracking, it can work to achieve the targeted goal of the brand.