Just like never watching your accounts to know when to rebalance is a terrible investment strategy, never watching your online reputation is a terrible marketing strategy: you have to know your data.
Investment news has been focused on advisor fees and consumer’s competitive price shopping. But clients choose advisors based on factors other than costs. Advisors who meet their client’s needs consistently, have clients who are less likely to jump ship when a newer, cheaper model opens up down the block. Word of mouth may be the best form of advertising, but in the age of the Internet, can you control it?
In a word, yes. You can control your online reputation in a number of ways. Just like never watching your accounts to know when to rebalance is a terrible investment strategy, never watching your online reputation is a terrible marketing strategy: you have to know your data. Ignorance will not bring you bliss in this matter. How do you start?
DIY.You might want to try your own search via Google and Bing (for the 14 people who accidentally forgot to remove it from their new computers). Make sure to google all versions of your name, including nicknames (Mike for Michael) or misspellings of your name (Chiffon for Siobhan). Include all of your subordinates as well, as they are part of your business reputation.
Make it Multi-Dimensional. Your online reputation is comprised of more than your business reviews. If your potential customers can see old or dead profiles of you, that means they can read what’s associated with those profiles, including the not particularly exciting sports team references to the possibly in poor taste arguments with the calls of the referees of those games. You probably don’t want to lose a potential client solely because they cheer for the other team. You also definitely do not want to lose a client because they think you are short-tempered or unfair. Wherever possible, disable the old profiles and remove questionable posts. Also remember to run searches through all of Google’s options, including images, and videos.
Rule of Thumb. If you’re questioning whether a post that you made ten years ago while getting your MBA is in bad taste, consider whether it would make your mom cringe if she drove by it plastered to a billboard on the highway. If it’s anything other than an unequivocal no on the cringe question, take it down.
Mission Critical. While your online reputation is made up of more than your business reviews, those business reviews are crucial. Whenever possible, have a system in place that seeks customer service feedback from your new and returning clients. Some businesses find that adding a link to their business review page at the conclusion of the survey can help ensure that positive reviews make it to the page.
Outsource it. If you have bad reviews from a disgruntled client, switch off the DYI approach and hire a professional. It may seem like there are a million online reputation management companies available. You may wonder how to choose. Be mindful in choosing a company that can produce results for a skilled service based industry. Those that work only in consumer goods may lack the background needed to help remove bad reviews or repair a bad reputation. Be choosy and shop around for the right provider. A good reputation management company will want to review your site and online profile before providing you with a detailed proposal and cost structure. From there, you can choose a one-time clean up or an overhaul with a monthly maintenance option.
Before leaping into the unknown, we recommend a thorough examination of your plan. Because we are experts in the field, we know the marketplace and know what your existing vendor is capable of offering. Through this examination, we can help you optimize the service you receive.
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