Understanding the Power of Online Reputation

By Ben Farrington 19/12/24

When I started working as a content creator for Start Digital, I thought my role would mostly involve writing blogs, managing social media posts, and creating engaging visuals. But one of the most eye-opening experiences was realising just how much impact an online reputation has on the success of the businesses we work with. One day, a client called in a panic about a negative review that had gone viral. It was a turning point that showed me how critical our role is in shaping and protecting a business’s digital presence. 

Working with small and medium businesses, I’ve seen first-hand how challenging it can be for them to manage their online reputation. Many are juggling so many responsibilities that they don’t have time to monitor what’s being said about them online. That’s where we come in. Managing online reputation isn’t just about damage control—it’s about crafting a positive, trustworthy, and engaging digital presence. Here’s how Start Digital approaches this, and how content creators like me contribute to the process. 

Understanding the Power of Online Reputation 

The first step in helping our clients is understanding just how much potential customers rely on online reviews and digital impressions. Studies show that a vast majority of people trust online reviews as much as personal recommendations. That’s huge. For small and medium businesses, a strong online reputation can level the playing field against larger competitors. It’s the digital equivalent of a handshake and a smile. 

On the flip side, a single bad review or negative social media post can scare away potential customers. That’s why we emphasise to our clients that taking control of their online reputation isn’t optional—it’s essential.

Step 1: Claiming Digital Real Estate 

One of the first things we do for our clients is ensure they have control over how their business appears online. That means claiming their business on platforms like Google My Business, Trustpilot, and industry-specific review sites. These platforms allow them to update their information, respond to reviews, and upload photos that showcase their products or services. If these profiles aren’t claimed, it’s like leaving their reputation up to chance. 

At the same time, we often help them update their websites to make them mobile-friendly and optimised for search engines. Even if someone hears about a business through word of mouth, they’re likely to Google it to learn more. A professional-looking website ensures a great first impression. 

Step 2: Engaging with Reviews—Good and Bad 

Part of my role involves monitoring and responding to reviews for our clients. Reading reviews can be an emotional experience for business owners, but we approach them strategically. Positive reviews are a chance to thank customers and build goodwill. For example, we might respond with, “Thank you for your kind words! We’re so glad you had a great experience.” 

Negative reviews require a more nuanced approach. We train our clients to respond professionally and calmly, showing that they care about customer feedback. Sometimes, we draft responses on their behalf, such as: “We’re sorry to hear about your experience. Please reach out to us at [contact info] so we can make it right.” This not only helps resolve the issue but also reassures other potential customers that the business takes complaints seriously. 

Step 3: Creating and Sharing Positive Content 

One of the most impactful ways we help shape a client’s online reputation is by creating and sharing positive content. As a content creator, I focus on crafting stories that highlight what makes each business unique. This might include customer success stories, behind-the-scenes looks, or helpful tips relevant to their industry. 

For example, if we’re working with a bakery, we might share recipes or baking tips. For a landscaping company, we’d post lawn care advice. This type of content not only establishes the business as an expert but also builds trust and engagement with their audience. 

Encouraging happy customers to leave reviews is another key tactic. We often create follow-up emails or in-store prompts asking satisfied customers to share their experiences online. Most people are happy to do so when prompted, especially if they’ve had a positive interaction. 

Step 4: Monitoring the Online Presence 

Consistency is key when it comes to online reputation management. We use tools to track reviews, social media mentions, and other digital interactions. I set up Google Alerts for client business names so we’re immediately notified whenever someone mentions them online. 

Each week, our team dedicates time to reviewing and responding to feedback, updating profiles, and ensuring that all information is accurate. This ongoing maintenance is like tending a garden—a little effort regularly can prevent major issues down the road. 

Step 5: Encouraging Authenticity and Transparency 

Authenticity is at the heart of a strong online reputation. If a client makes a mistake, we encourage them to own up to it publicly. Transparency builds trust, and trust is the foundation of any strong reputation. 

I remember working with a client who faced a product recall. Instead of trying to sweep it under the rug, we helped them craft an honest and empathetic response. We explained the issue on social media, detailed the steps being taken to resolve it, and thanked customers for their patience. The response was overwhelmingly positive, with many customers praising the business for its honesty. 

The Payoff 

Helping businesses manage their online reputation has been one of the most rewarding aspects of my job at Start Digital. Seeing a client go from struggling with bad reviews to thriving with a strong, positive online presence is incredibly fulfilling. It’s a reminder of the power of storytelling and the importance of building trust. 

If you’re a content creator working with small or medium businesses, don’t underestimate the impact you can have on their success. By focusing on their online reputation, you’re not just managing their digital presence—you’re helping them connect with their community and grow their business.