What’s the difference between large brand Singapore companies with bad reputations and smaller Singapore companies with bad reputations? The answer is simple. When it comes to larger brands, customers don’t have many alternatives. Big brand companies don’t have to worry too much about customers saying negative things about them and how it affects their marketing strategy, because they know that their options are limited.
However, in the case of smaller companies, there is a lot more competition. A few negative words could mean the end of an otherwise successful business. And this is why it’s so important that you manage your online reputation. There are many Singapore companies who don’t realise this until it’s too late.
Not only can online reputation management save your business from destruction, but it can also help you become more visible by improving your rankings. Let’s discuss 10 SOPs your Singapore business should have.
1. Develop a Twitter account
What surprising is that there are a lot of businesses who struggle with their reputation, but these same Singapore companies don’t have a Twitter account. Either that or the one that they have is extremely underdeveloped. And in many cases, these accounts don’t even link to their websites.
What business owners need to understand is that Twitter should be a standard part of your business. It’s great for name searches. The key is to set the account up properly. Your Twitter account should rank on page 1 when someone searches for your name in Google. The best case scenario is that Google embeds a few of your most recent tweets below your listing.
2. Develop a Facebook Page
Just as is the case with Twitter, if your account is set up properly, your Facebook Page can rank highly in Google. Make sure that your Page features your photo, name, location, website and a description of your business and the services and products that you provide. Engage your audience so that your number of followers grow. Also, make sure to post regular updates.
3. Make it easy for people to find out who’s behind your brand
One of the quickest ways to make your company look untrustworthy is to show no sign as to who is running the site. If you don’t feel secure enough to put a few names of people on your site, then why should your target audience trust you? When someone first visits your site, they should be able to look at the “About Us” or “Team” page and see the names of actual people listed there.
If you want to make the experience even more personalised, you should include a few photos of human faces. This is a great way to establish credibility because people will know that if they have any trouble they’ll be able to get in touch with real people. Showing human faces also allows you to prepare your audience for a spokesperson or brand ambassador.
4. Manage the online presence of key employees
In many cases, Singapore brands are closely tied to a high profile individual. Unfortunately, if this individual’s reputation suffers, then so does that of the company. So it’s a good idea to oversee this individual’s online reputation. Encourage these individuals to create a presence online–specifically on LinkedIn, Facebook, Twitter, Youtube, and personal websites, and LinkedIn.
Your employee may have a longing for privacy, but this doesn’t mean that they shouldn’t have some form of an online presence. This is especially true for people who have unique names. Without an online profile, this person becomes an easy target for people who are disgruntled.
5. Launch a press kit
A press kit can be a great way to crowdsource your reputation. Use high-quality videos and photo. This will encourage others to post articles about your business. You can make it even easier by including fact sheets, timelines, photos, and logos. Add a Creative Commons license to these elements so that people will not feel obligated to contact you and get your permission to use your media.
6. Optimise Google My Business
There certain Singapore companies that ignore their Google Maps presence altogether. However, there are several advantages to keep up with it. First, it increases the amount of information there is about you in Google’s search results. And this ensures that your company takes up more real estate.
Another key advantage is that it leads to more search opportunities. You see, when your business is listed with Google My Business, it means that it will be associated with similar categories. This means that whenever someone searches for your type of business they will likely see yours as an option.
7. Work on increasing positive reviews
Surprisingly, there are several Singapore business owners who are uncomfortable about asking their customers for reviews. The problem is, the less reviews you have, the more weight even one bad review can have. By accumulating a large number of reviews, your potential customer can assume that one or two bad reviews were just isolated incidents.
So ask for reviews. The best way to go about it is to ask your most satisfied customers. Just keep in mind that every review aggregate has different rules. For instance, Yelp has a rule that business owners should not ask for reviews.
8. Launch and nurture a YouTube channel
If your company is without a Youtube channel, then you should launch one as soon as possible. If you already have a channel but it’s not optimised, then you need to optimise it as soon as possible. Create a posting schedule in which you release at lead one video per month.
Make sure that each video is optimised. The video should have a great title and description. Remember that Youtube is the second largest search engine worldwide. You want your video to be discovered. In fact, Google often shows favour to Youtube videos in their search results. The more videos you create, the more content you have to rank.
9. Assign social media brand ambassadors
Ideally, you are confident enough in your employees to act as ambassadors for your brand. You trust in their ability to be on the front line when it comes to communication. Empower your employees to be able to speak for you. Create guidelines and offer training about things that they should and shouldn’t say.
You can also coach your employees on how to network and optimise their own social media presence. Have them update their LinkedIn profile so that they can be associated with your business. Invite them to connect with your brand’s profile on Facebook and Twitter. All of this will help with their rankings and yours.
10. Review and improve your policies
If you truly want to avoid a negative outcome, then you need to improve your performance. It all starts with your company. Are your services and sales processes free of hiccups? Does your company seem to accumulate complaints regularly? If so, you need to find ways in which you can improve your customer service. Do away with any procedure or policy that is causing friction between you and the customers.
You should also take time to educate your customers on ways that they can best avoid a crisis. In this way, your customers will know that you are looking out for their best interests, even before you receive a complaint. Survey your customers to find out how you can render better service.
Bonus tip: You should also consider using traditional public relations strategies. They can help your customers to build their identity. Write a book about your niche. Get in touch with the press so that they can do stories about interesting things your brand may be associated with. Become a sponsor for a local event.
A key part to ensuring that your digital marketing campaign is a success is to manage your reputation. And there are several SOP’s that companies should have. Most of them involve being proactive, not reactive.