With the amount of opportunities you have for exposure on the web, building your brand using online advertising can be fairly easy. There are plenty of places to reach a large amount of online users at any given moment. But this availability for exposure also comes with certain risks. When you spread your business throughout the web, you leave yourself susceptible to consumer criticism. The days of considering any publicity as good publicity are over. If you are looking to develop your brand online, you need to make sure that the feedback from your advertising campaigns is positive. Any negative attention that is released into the online world will be much more difficult to remove. That is why it is important to flood the available channels with as much information and positive consumer reviews as possible, because you never know when your marketing campaign’s best friend could become your worst enemy.
Consumers are able to share their business experiences with other users, which means there are a lot of influences available to help them make purchasing decisions. The consumer review sites and can help you present your brand to a large amount of potential prospects searching to purchase a product or service in your industry.
On the other side of the coin though, generating a stronger brand presence can leave you exposed to negative attention as well as positive. If you build enough steam online, you are going to catch the eyes of users on the web who have malicious intent. These people could do things like submit fraudulent negative reviews about your business on consumer forums, start a slander-based advertising campaign that presents your business in a negative light, or other, more severe tricks that could impact the reputation of your brand.
How to Prevent a Bad Reputation
The best way to counteract any negative publicity is to constantly monitor your brand activity. If you notice that certain operations are producing negative results, make sure that you are on top of it. Dilute it with more positive actions on that channel. It may be complicated to remove the blemish on your online branding effort, so covering it up with more powerful advertisements can help it disappear.
The most effective way to maintain the reputation of your brand, however, is to flood consumer review forums and other online marketing medias with flattering information about your products and services before you experience any negative attacks. This way, if anything bad gets released, it will be like a drop in the bucket; when potential clients search for your business online, they will be more likely to discover something positive about your business.
Prager can help you keep your online branding efforts positive, so that your business can reap the benefits of a powerfully positive online marketing program. To learn more about our reputation management consulting, click here.