SERM: Promotion through Reputation Management
Posted: Sun Dec 22, 2024 9:49 am
As research confirms, when choosing a product or service, users first of all pay attention to reviews on the Internet. If an organization does not pay attention to Internet promotion at all, then at least it should find out the opinion of consumers. Often, information about a company is entered into free catalogs where reviews are published without its participation.
Lack of control inevitably leads to the accumulation of negative reviews - not necessarily true, and dishonest competitors may well have a hand in them.
If you delete such reviews, you can seriously damage area code philippines mobile your reputation. It would be right to leave a comment under each review. Then users will understand that you care about them and will change their opinion of you for the better.
In any case, it is necessary to be tactful - do not forget that your messages are read by many potential buyers.
In the online space, SERM plays a bigger role than PR. Large companies use the services of a separate specialist who evaluates the perception of the brand by users and promotes products by responding to reviews.
Collaboration with influencers
The peculiarity of human consciousness is that advertising information often does not reach the user. To influence a potential client, it is necessary to make him an offer during a personal conversation.
People are much more inclined to trust the advice of friends and acquaintances. There is no need to attract a world celebrity to present a company. A much better result for a smaller amount is achieved by turning to an influential person from a specific field, say, a famous blogger.
Collaboration with influencers
Source: shutterstock.com
At the same time, there is no need to publish articles or photos on his page - let him directly encourage subscribers to buy the company's products. Honest reviews often captivate users, even if they report minor flaws.
Read also!
"Marketing Department KPI: 11 indicators and calculation example"
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The nuances of developing a strategy for promotion in social networks
We are engaged in self-analysis .
To understand what to start from, characterize your social media audience: its composition, activity, preferred types of content.
Let's get to know our competitors better .
What interests us here?
Content . Studying it allows you to get a general idea of competitors' resources and user engagement - what the content is about, how it is presented and what reaction it evokes.
Feedback . Comments can be used to judge what users want to know, whether they receive polite and timely responses. In addition, they characterize the priority area of the company's work: usually attention is paid to issues directly related to the sale of goods, and other comments are ignored.
In any case, you cannot perceive the findings as absolute truth. You do not have a holistic understanding of your competitors' strategy, and therefore, what they are striving for and how much money they are allocating for marketing purposes.
We study the audience .
This is an extremely important stage. We need to evaluate traffic statistics and individual indicators. Step by step, we select the target audience from the general mass of users.
Regions of residence, gender and age of visitors . With the help of this data, you can generally describe potential clients.
Length of stay on the site, number of transitions . From here you can see who stays on the site the longest, how many pages they visit. Accordingly, you can find out which users are most attracted to product information.
The amount of income from each segment (which specific products are sold and to whom).
It is recommended to adhere to the following scheme. We determine which of our subscribers correspond to the general characteristics and check on which channels they are active. This will make it easier to identify the audience's preferences.
Then we conduct a survey for representatives of the target audience to clarify how they feel about the product, what they are guided by when purchasing, and what benefits they get from it.
Next, we look at resources where potential clients can share their opinions and draw conclusions about how the public perceives the product.
The nuances of developing a strategy for promotion in social networks
Lack of control inevitably leads to the accumulation of negative reviews - not necessarily true, and dishonest competitors may well have a hand in them.
If you delete such reviews, you can seriously damage area code philippines mobile your reputation. It would be right to leave a comment under each review. Then users will understand that you care about them and will change their opinion of you for the better.
In any case, it is necessary to be tactful - do not forget that your messages are read by many potential buyers.
In the online space, SERM plays a bigger role than PR. Large companies use the services of a separate specialist who evaluates the perception of the brand by users and promotes products by responding to reviews.
Collaboration with influencers
The peculiarity of human consciousness is that advertising information often does not reach the user. To influence a potential client, it is necessary to make him an offer during a personal conversation.
People are much more inclined to trust the advice of friends and acquaintances. There is no need to attract a world celebrity to present a company. A much better result for a smaller amount is achieved by turning to an influential person from a specific field, say, a famous blogger.
Collaboration with influencers
Source: shutterstock.com
At the same time, there is no need to publish articles or photos on his page - let him directly encourage subscribers to buy the company's products. Honest reviews often captivate users, even if they report minor flaws.
Read also!
"Marketing Department KPI: 11 indicators and calculation example"
Read more
The nuances of developing a strategy for promotion in social networks
We are engaged in self-analysis .
To understand what to start from, characterize your social media audience: its composition, activity, preferred types of content.
Let's get to know our competitors better .
What interests us here?
Content . Studying it allows you to get a general idea of competitors' resources and user engagement - what the content is about, how it is presented and what reaction it evokes.
Feedback . Comments can be used to judge what users want to know, whether they receive polite and timely responses. In addition, they characterize the priority area of the company's work: usually attention is paid to issues directly related to the sale of goods, and other comments are ignored.
In any case, you cannot perceive the findings as absolute truth. You do not have a holistic understanding of your competitors' strategy, and therefore, what they are striving for and how much money they are allocating for marketing purposes.
We study the audience .
This is an extremely important stage. We need to evaluate traffic statistics and individual indicators. Step by step, we select the target audience from the general mass of users.
Regions of residence, gender and age of visitors . With the help of this data, you can generally describe potential clients.
Length of stay on the site, number of transitions . From here you can see who stays on the site the longest, how many pages they visit. Accordingly, you can find out which users are most attracted to product information.
The amount of income from each segment (which specific products are sold and to whom).
It is recommended to adhere to the following scheme. We determine which of our subscribers correspond to the general characteristics and check on which channels they are active. This will make it easier to identify the audience's preferences.
Then we conduct a survey for representatives of the target audience to clarify how they feel about the product, what they are guided by when purchasing, and what benefits they get from it.
Next, we look at resources where potential clients can share their opinions and draw conclusions about how the public perceives the product.
The nuances of developing a strategy for promotion in social networks