WHAT IS ORM?
ORM is ‘online reputation management’, but might be better understood as ‘online presence management’
ORM is the process by which activities such as SEO & online marketing are manifested to the business brand when reviewed in SERPs.
The end game is to create, manage & maintain a positive online presence of the brand as perceived by the public. With the rise of social media, it’s more important to monitor the visibility of your brand & how it’s viewed.
ORM as a reputation solution includes services such as:
- Review monitoring & alerts
- Customer insights
- Leads generation
THE ORM FUNNEL
Most customers just want to be heard, & this is facilitated through the ORM funnel. Following a service ie a hotel stay, a customer is encouraged to leave a review. If a customer has bad experience you can prevent them from leaving a negative review on a site by sending their feedback directly to the business owner. So, instead of posting their review on a site for the whole world to see, on a site that ultimately will bring no change whatsoever, they’ll be more inclined to bring their complaint straight to ‘the top’ to someone who can make a difference. The business owner / customer services manager can then directly contact the complainant to apologise / remedy the situation, turning a disgruntled customer into a happier one.
If the customer has had a good experience they are encouraged to share this on review sites, social media, & the company’s own website. Most customers are happy to praise a good service received. This can be incentivised further through money off coupons / charity donations on behalf of the company.
Through this process the email details of customers are accumulated which can be used by the company in future marketing campaigns.
KEY POINTS OF ORM
- Create positive reviews out of those that otherwise would remain silent
- Identify problems in a business brought to attention by disgruntled customers