Today’s world requires companies to be at the top of their game. They are constantly under the spotlight and in the public eye. Your B2B reputation management is continuously evolving and re-defined by every social media comment, review, blog post, and other content.
When someone discovers your business, they make judgments and buying decisions based on this content online. You may be flying high with an array of happy customers until one day you receive an overwhelmingly negative review.
This one review has the power to tarnish your whole operation if your company doesn’t act quickly to resolve the issue. Reputation management is not a new practice but a significant one for B2B companies to adopt.
Why Reputation Management Matters for B2B
Reputation is all about meeting the standards and expectations set out by stakeholders. Companies can’t control their reputation but can only understand and guide it. Since B2B companies have fewer chances to influence their reputation, they need to hit the target every time.
A Buyers B2B survey report by G2 showed that 94% of B2B buyers rely on peer reviews when making purchasing decisions. Therefore, B2B companies must receive a constant influx of positive feedback.
B2C and customer-facing companies already know that the best way to build a reputation is by asking customers to rate them on their service. Similarly, B2B companies should invite their customers to rate or review them on high-traffic rating sites like G2, Glassdoor, or CompareCamp.
Your B2B customers are the same people who review B2C companies and retailers. It is time for B2B companies to follow suit and build a rock-solid reputation to succeed in their respective industries.
Below are five tips to sharpen your reputation strategy in B2B:
1. Come up with a Review Acquisition Strategy
Your company’s reputation is just one internet click away. The first thing potential customers do is perform a Google search on your business. They can see your online presence, corporate website, and customer reviews there.
Your search results need to be spotless and accurate. Stats show that 87% of consumers would turn away from companies with a bad reputation. So ask your clients to review your products or services. The best way to turn visitors into customers is by leveraging social proof.
Positive client testimonials and reviews will persuade visitors to stay on your website longer and take decisive action. Therefore, B2B companies should display positive feedback on their homepage to attract more customers.
It is essential to take a strategic approach when asking clients to review your company. The best time to ask for a review is straight after the client has had a positive experience with your service. This way, they are more inclined to leave a positive, reputation-building review for your company.
2. Invest in Monitoring Tools
The best cure is prevention. To manage your reputation, you first have to observe it. What are people saying about your company on the internet and social media?
You need to scan the internet for positive and negative reviews, but this is a time-consuming practice. It is time to invest in tools to help your company with reputation management monitoring.
Word-of-mouth travels at hyper speed in the digital world. One bad review on a high-traffic rating site and years of brand-building go down the drain. You need to invest in monitoring tools that scan the internet, and social media for words said about your company.
The need for social monitoring tools like Mention or Topsy is essential for your company’s reputation. These tools efficiently search the internet to analyze conversations, geographics, and demographics on review platforms or within social circles.
This way, your company can immediately pick up on negative comments and make a plan to respond. Nothing looks worse than an unanswered negative review of your company.
Also, don’t forget about business cybersecurity; the best way to stay safe is to prevent an attack from happening in the first place; you may use reputation management, data breach, or identity monitoring tools, to stay on top of any risks to your company’s reputation or security. This strategy aids in the detection and prevention of phishing, ransomware, and other types of business cyber attacks. This is extremely crucial to avoid the sharing of personal or classified information.
3. Make Your Brand a Leader Through Content
A shining online presence is the best strategy for your B2B to build its reputation. You need to leverage the power of content marketing to stay ahead of your competitors.
To do this, you need to show the world that you are an industry leader by publishing fresh, educational content regularly. Staying current demonstrates to your customers that you are growing and constantly striving to be the best.
To create engaging content for your target audience, you must first understand their needs and problems related to your industry.
You can then show them how your product or service can cater to their needs and answer their problems by translating your service into informative articles and social media posts.
The key here is to keep the content innovative to show that you’re ahead of everyone else. Take time to perfect your content marketing strategy and see the difference it can make.
4. Harness the Power of Social Media
Knowing how to use social media to boost your company’s reputation may be the most potent weapon in your arsenal. According to reports, at the end of 2021, there are currently more than 4.5 billion users on social media.
So B2B companies must have a presence on social media platforms. Not all platforms work well for businesses. It depends on who your target audience is in the end.
The best social media platforms for businesses tend to be LinkedIn and Twitter. However, you will need to review your target audience preference. Some marketing specialists even advocate using TikTok to promote your business in 2022.
Being present on relevant social media platforms gives your company the chance to promote brand awareness and increase customer engagement.
5. Be Consistent and Deliver on Your Promises
Last but by no means least is to stick to your word. If you have received a negative review about your company online, the best course of action is to respond swiftly, politely, and professionally.
You can take this opportunity to show the public that you care about your customers and their feedback. Reply with an apology and find out how you can improve your service and product to better cater to your dissatisfied client’s needs.
Once the situation has become clear, it is time to take action. You need to be consistent and deliver on the promise you made to the client. Show them, and other potential clients, that you have heard them loud and clear.
Make the necessary changes and stick to them. Anyone can view positive reviews as success, but only the best can turn their negative reviews into even greater success.
Implementing a Reputation Strategy For Your B2B
Taking the above steps to build your company’s reputation is just the beginning. The important part is that you get the base work done, and the rest will follow.
Incorporate a reputation strategy for your B2B business into your digital marketing strategy. Invest your time and money in striving to be the best B2B company out there.
A boost in your reputation will be the fruits of your labor. Once you have a solid reputation, your company will automatically generate leads and promote your brand online.
Your reputation management strategy should naturally form part of your digital marketing strategy. This is an ongoing process and will need to be monitored consistently.
Managing your reputation, both online and offline takes effort and planning. It’s a lot to ask of a busy owner and team, but taking the proper steps to manage your reputation will lead you to success.
In the end, your business will reap the rewards. Effective reputation management will positively reflect your business, both online and offline.