inbound marketing is the most effective digital strategy to attract qualified leads, create your own organic channel and improve the visibility of your business without disruption to users uncomfortable. But in addition, inbound techniques allow you to improve your brand’s online reputation. If you want to know how, continue reading what we tell you.
Online reputation, in the minds of all brands
If brand reputation is the consolidated prestige that a brand’s products or services acquire over time, online reputation refers to how that prestige is publicly perceived through social channels based on the content shared by that brand. brand and the feedback it receives from its users.
We cannot forget that, nowadays, online research has more weight every day and anyone looks for information on the internet before deciding on a brand’s product or service.
Think for a moment: would you book a table at a restaurant that is poorly rated by users and of which you only find negative opinions? For all this, it is obvious to say that online reputation must be monitored, cared for and managed correctly so that your brand enjoys a good digital image among consumers.
In addition, online reputation is closely linked to SEO as it is one of the variables that Google includes in its positioning algorithm. Those websites with a large number of inbound links and positive ratings are more likely to occupy the top positions in this search engine.
How do I take care of the online reputation of my brand?
Online reputation is not something static. It is constantly changing and that is why your brand cannot lose sight of it for a moment. You must monitor what is said about your brand on digital channels and contribute to improving it.
This involves two actions:
- A content strategy centered on a blog + social networks and led by a team that knows how to successfully converse with your community and react reliably to a possible crisis.
- A constant monitoring of your brand through search engine alarms and digital tools such as Social Mention, Buzzmonitor or Brandwatch.
But there is also another really effective tool to take care of and improve the online reputation of your brand: inbound marketing.
Inbound marketing: empathize, position and sell
Inbound marketing is a set of techniques for non – intrusive digital marketing that are intended to contact customers by offering them in exchange for their data, quality content that accompanies and guides you throughout the process. This content is channeled through a blog and the brand’s social media.
But beyond this function, how can inbound marketing help you improve your brand’s reputation in the digital environment?
1. Improve engagement between consumer and brand
One of the keys to inbound marketing is to focus the content of your publications on the problems or needs that your Buyer Personas have. To do this, it is necessary to know your Buyer’s Journey and create content that is useful to consumers in each of the phases of the buying process in which they are.
When this is the case, the brand is perceived as an expert in the field and as a reference that does not intend to “sell something to users” but simply to share with them information that helps them and adds value (either in the form of a post, and -book, podcast …).
The fact that the content does not fall into spam but is voluntarily searched by users who demand quality information, improves the reputation of the brand and increases the engagement that users feel towards it.
2. Bury negative comments and improve SEO
Opinions on social media spread at the speed of light. It is enough that your brand receives a negative comment and that it appears in the first position in a search engine for a real brand reputation crisis to occur . In this situation, inbound marketing becomes the perfect solution.
The constant creation of own, original and quality content causes this content to occupy the first results in search engines and causing criticism and negative comments to lose position and are increasingly “buried” until they disappear from the first pages.
In short, the implementation of an inbound marketing strategy implies a great job of SEO that allows you to have more control over what will appear on your brand when a user performs a search.
3. Works as the best seller
Commercial activity, as it was conceived until now, has passed away with the arrival of the world of digital interaction. An internet investigation in which all a potential consumer finds about your brand are positive comments is much more effective than the best salesperson your company can hire.
Therefore, to say that content is king now is a half-truth: it always has been, what happens is that now it is the true protagonist of sales processes, becoming the most persuasive tool that a brand enjoys. in the online environment.
Therefore, if your brand implements an inbound marketing strategy with a content publication plan, it will increase its knowledge, improve engagement and have a brand ambassador/seller.
In addition, if the information you provide to users through your inbound strategy is of quality, users will share it voluntarily. And the fact that anonymous people are the ones who share and communicate how good your brand is, will make it more credible and strengthen its bond with customers.