Online Reputation Management (ORM) software helps businesses monitor and improve their online image. Here's how to use it effectively:
- Choose the right ORM tool for your needs
- Set up monitoring for reviews and mentions
- Respond quickly to customer feedback
- Encourage positive reviews
- Use insights to improve your business
- Track metrics to measure success
Quick Comparison of Popular ORM Tools:
| Tool | Best For | Key Features |
|---|---|---|
| Reputation.com | Large businesses | All-in-one platform |
| BirdEye | Small-medium businesses | Review management |
| Podium | Local businesses | Text-based review requests |
| Hootsuite | Social media focus | Social listening |
| Google Alerts | Basic monitoring | Free, simple alerts |
ORM software boosts customer trust by helping you stay on top of what people are saying about your brand online. It lets you respond to feedback quickly, showcase positive reviews, and use customer insights to improve your products or services.
Remember: Consistency is key. Regularly monitor and respond to feedback, and use the data to make meaningful changes in your business.
Basics of online reputation management software
ORM software is your digital watchdog. It keeps tabs on what people say about your business online. Here's the lowdown on how it works and why it's crucial for building customer trust.
Main features
ORM tools come with a toolkit to manage your online image:
- Review monitoring: Tracks customer feedback across Google, Yelp, and Facebook.
- Sentiment analysis: Uses AI to sort comments into positive, negative, or neutral.
- Alert system: Pings you about new mentions or reviews instantly.
- Response management: Helps you reply to feedback fast and professionally.
- Reporting: Gives you the scoop on your online reputation trends.
Different types of ORM tools
There's an ORM flavor for every business taste:
| Type | Best for | Key Feature |
|---|---|---|
| All-in-one platforms | Medium to large businesses | Full-scale monitoring and management |
| Review-focused tools | Local businesses | Central review management |
| Social media monitors | Brand-heavy companies | Social listening and engagement |
| SEO-oriented software | Online-focused businesses | Search result optimization |
How businesses benefit
ORM software can give your business a real boost:
1. Builds trust
When you respond to reviews, customers see you're listening.
2. Boosts sales
Better ratings = more customers. Fun fact: One extra star on Yelp can pump up profits by 9%.
3. Improves search rankings
Positive reviews and active online presence can push you up in search results.
4. Provides insights
Feedback helps you catch and fix issues before they snowball.
5. Saves time
Automation handles the grunt work of monitoring and initial responses.
2. How to pick the right ORM software
Choosing ORM software doesn't have to be a headache. Here's the lowdown:
What to look for
When shopping for ORM tools, keep these in mind:
- Cost: Find a balance between your wallet and your needs.
- Features: Look for the essentials:
- Social media tracking
- Review monitoring
- Sentiment analysis
- Custom reports and dashboards
- Integration: It should play nice with your current tech.
- Scalability: Pick a tool that can grow with you.
- Support: Good help when you're stuck is a must.
Comparing popular options
Let's see how some top ORM tools stack up:
| Features | Detailed SEO | YCS | Filmot | ChatGPT | Yelp Improvement Calculator | Google's Spam Report | Google Alerts |
|---|---|---|---|---|---|---|---|
| Cost | Free | Free | Free | Free | Free | Free | Free |
| Social listening | Yes | Yes | No | No | No | No | Yes |
| Review management | No | No | No | No | Yes | Yes | No |
| Sentiment analysis | Yes | Yes | No | Yes | No | No | No |
| Customizable reports | Yes | No | No | No | Yes | No | No |
| Ease of use | High | Medium | Medium | High | High | High | High |
The best tool? It depends on YOU. A restaurant might need solid review management, while a tech company might care more about social media buzz.
Not sure? Take a few for a spin. Many ORM tools offer free trials - perfect for a test drive before you commit.
3. Creating your ORM plan
Let's build a killer ORM plan to boost your online rep:
Set clear goals
What do you want? Be specific:
- "Bump up Google reviews by 30% in 6 months"
- "Cut negative mentions on Twitter by half this quarter"
Make it measurable, doable, and tied to your business goals.
Choose your platforms
Where should you focus? Think about:
- Where your customers hang out online
- Which sites impact your business most
A restaurant? Yelp and Google Reviews are your jam. B2B company? LinkedIn and industry forums might be your sweet spot.
Plan your responses
How will you handle different types of feedback?
| Feedback | Your Move |
|---|---|
| Positive | Say thanks, highlight what they loved |
| Neutral | Address concerns, ask for more details |
| Negative | Apologize, offer fixes, take it private |
Pro tip: Have response templates ready, but always add a personal touch. Nobody likes a robot reply.
4. Setting up ORM software
Let's get your ORM software running:
Installation steps
- Pick your ORM tool. Popular ones? Reputation.com, BirdEye, and Podium.
- Sign up, download if needed.
- Add your business info to your profile.
- Link your social media and review sites.
- Set up alerts for new reviews or mentions.
Connecting with other systems
Boost your ORM by linking it with:
- CRM software
- Social media management tools
- Analytics platforms
Here's a quick look:
| System | Benefits | Example |
|---|---|---|
| CRM | Unified customer view | Salesforce + Reputation.com |
| Social Media | Centralized management | Hootsuite + BirdEye |
| Analytics | Better reporting | Google Analytics + Podium |
Teaching your team
Get your staff on board:
- Train them on the software's features
- Create a user guide
- Assign roles (who handles what?)
- Practice common scenarios
"Training is key. We saw a 40% increase in positive review responses after our team completed ORM software training", says Sarah Chen, Customer Experience Manager at TechCorp.
Remember: The right setup and training can make or break your ORM efforts. Take the time to do it right.
5. Tracking and understanding your online reputation
Once your ORM software is up and running, it's time to dig into your online reputation. This step is crucial for building customer trust.
Reports and dashboards
ORM software gives you powerful tools to analyze your online presence:
- How many reviews you're getting
- Your average star rating on sites like Google and Yelp
- How customer sentiment changes over time
Take Reputology, for example. Their dashboard shows reviews from over 100 websites and social platforms. It's like a bird's-eye view of your online reputation.
Decoding customer sentiment
Sentiment analysis is a game-changer. Here's how it works:
1. The software scans reviews and comments
2. It labels them as positive, negative, or neutral
3. You get a clear picture of what customers really think
| Sentiment | Target % | What to do |
|---|---|---|
| Positive | 70-80% | Aim for this |
| Neutral | 10-20% | Address if too high |
| Negative | 5-10% | Respond ASAP |
"We saw a 75% drop in negative sentiment within 90 days of using Widewail's Invite service", says a Widewail customer.
Spotting room for improvement
Use your ORM data to find trends and fix issues:
1. Look for patterns in negative reviews
2. See how changes impact your ratings over time
3. Compare yourself to competitors in your industry
6. Responding to customer feedback
Handling customer feedback is crucial for building trust. Here's how to use ORM tools to respond to reviews:
Dealing with good reviews
Don't ignore positive reviews. Here's what to do:
- Thank the customer quickly (within 24-48 hours)
- Use their name and mention specifics
- Keep it short
Example:
"Thanks, Sarah! Glad you loved our new coffee blend. See you soon!"
Pro tip: Set up automated responses for positive reviews. Just don't make them sound like robots.
Handling bad reviews
Negative reviews? They're a chance to show you care. Here's how:
1. Act fast: Respond within 24-48 hours
2. Stay calm: Take a breath before replying
3. Apologize and empathize: Show you get it
4. Offer a solution: Explain how you'll fix it
5. Take it offline: Invite them to chat privately
Good example:
"Hi Tom, sorry about the long wait. That's not what we want. Let's make it right. Email me at manager@restaurant.com? - Sam (Owner)"
Key stats:
| Stat | Value |
|---|---|
| Customers expecting response to negative reviews | 54% |
| Consumers reading responses to negative reviews | 89% |
| Increase in purchase intent when businesses respond | 186% |
Responding to reviews isn't just damage control. It shows potential customers you value feedback and want to improve.
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7. Getting more positive reviews
Want more positive reviews? Here's how ORM software can help:
Automating review requests
ORM tools send review requests automatically. Here's how to do it:
- Set up triggers for specific events (purchases, service completions)
- Personalize messages with customer names and recent interactions
- Use text messages (98% open rate, 95% read within 3 minutes)
Lake Powell Paddleboards used Podium's review platform. Result? They went from under 100 TripAdvisor reviews and 11 Google reviews to nearly 300 on TripAdvisor and 400 on Google. Average rating? 4.9 stars.
When and where to ask for reviews
Timing matters. Here's what to remember:
- Don't rush. Customers need time to evaluate.
- Sweet spot? 13 days after purchase (according to a study).
- Focus on major sites like Google and TripAdvisor.
For different products/services, timing varies:
| Type | When to Ask |
|---|---|
| Restaurants | 1-2 days after |
| Hotels | 3-5 days after |
| Online purchases | 7-14 days after delivery |
| Home services | 1-3 days after completion |
Remember: Products that need time to evaluate? Wait longer. Quick services? Ask sooner.
8. Using feedback to improve your business
Making changes based on feedback
Customer feedback is gold. Here's how to use it:
-
Collect and organize: Use ORM software to gather feedback. Help Scout uses Trello to sort customer ideas.
-
Spot patterns: Look for common themes. If multiple customers mention an issue, it's time to act.
-
Prioritize: Focus on high-impact, doable improvements that fit your goals.
-
Test first: Before big changes, try them with a small group. Help Scout did this with Beacon 2.0.
-
Implement and tell: Make changes and let customers know. Show them you're listening.
Measuring the impact
Track these metrics to see if your changes work:
| Metric | Measures | How to track |
|---|---|---|
| Net Promoter Score (NPS) | Customer loyalty | Regular surveys |
| Customer Satisfaction Score (CSAT) | Satisfaction with interactions | Post-interaction surveys |
| Customer Lifetime Value (CLV) | Long-term business impact | Sales data analysis |
| Review sentiment | Overall customer perception | ORM software analytics |
"We use feedback software that texts a quick survey after massage appointments. It lets us gather real-time feedback and respond fast to unsatisfied guests." - Rachel Beider, PRESS Modern Massage
9. Solving common problems
Dealing with fake reviews
Fake reviews can hurt your business. Here's what to do:
-
Check if it's real: Look for the reviewer in your records. Watch out for vague reviews or sudden negative spikes.
-
Tell Google: Use Google My Business to flag fake reviews. Pick "Report Review" and choose why it's fake.
-
Talk to competitors: If you think a competitor's behind it, ask them to stop. If they won't, report them.
-
Get more good reviews: Ask happy customers to leave reviews to outweigh the fake ones.
Mixing automation with personal touch
You need both automation and a personal touch for good ORM:
| Automate This | Add Personal Touch Here |
|---|---|
| Use fill-in-the-blank fields | Add customer names and product details |
| Pre-write answers for common issues | Say when a team member will follow up |
| Filter out spam and mean comments | Check flagged content yourself |
| Set up review request timing | Adjust timing based on customer interactions |
Keep it real:
- Don't just copy-paste AI responses
- Don't overload automated messages with links
- Have real people handle negative reviews
- Be open about using AI in your responses
"We use text surveys after massages. It helps us get quick feedback and fix problems fast." - Rachel Beider, PRESS Modern Massage
10. Checking if it's working
Want to know if your ORM is boosting customer trust? Keep an eye on these numbers:
- Review volume and quality: More reviews and better ratings? You're on the right track.
- Net Promoter Score (NPS): Higher score means customers are more likely to recommend you.
- Customer Effort Score (CES): Lower score is better - it means you're easy to work with.
- Website traffic: More visitors from review sites and social media? Your online rep is improving.
- Conversion rate: If more visitors are becoming customers, they trust your brand.
| Metric | Meaning | Good trend |
|---|---|---|
| Review volume | New reviews | Up |
| Average rating | Overall stars | Stable/Up |
| NPS | Customer loyalty | Up |
| CES | Ease of business | Down |
| Website traffic | Visitors from reviews/social | Up |
| Conversion rate | Visitors to customers | Up |
Business growth signs
Link ORM to business success by tracking:
- Sales trends
- Customer retention
- New customer acquisition
- Market share
- Customer Lifetime Value (CLV)
"After improving our online reputation, we saw a 20% jump in sales. Addressing negative reviews and boosting customer service led to more loyal customers and new business", said an e-commerce business owner using ORM software.
Conclusion
ORM software is a must-have for businesses aiming to build trust. Here's what you need to know:
- Monitor and respond to what people say about your brand
- Get happy customers to leave reviews
- Use feedback to make your business better
- Keep your brand voice the same everywhere online
- Track important numbers to see how you're doing
Remember: ORM isn't a one-and-done deal. It's something you've got to keep up with. Why? Because:
1. It pays off in the long run
The more you work on your online reputation, the more customers will trust and stick with you.
2. It gives you an edge
If you're on top of your online reputation and your competitors aren't, you'll stand out.
3. It prepares you for tough times
When you're always managing your reputation, you'll be ready to handle any PR nightmares that come your way.
| What You Get | Why It Matters |
|---|---|
| Customer trust | More sales, loyal customers |
| Better brand image | Stand out in the market |
| Customer feedback | Improve your products |
| Handle problems better | Less risk to your reputation |
FAQs
How do you integrate customer feedback?
Here's how to make customer feedback work for you:
1. Engineer forum posts
Get your engineers to post on forums when they make changes. It shows users their feedback matters.
2. Split-testing
Test new changes to see how users react. It's like a real-world experiment for your product.
3. In-person tests
Do usability tests and interviews. You'll learn how customers ACTUALLY use your product.
4. Net Promoter Score (NPS)
Use NPS to check overall customer happiness. It's simple but powerful.
5. Review response
Always respond to reviews, especially the bad ones. It shows you're listening.
| Method | Why it's good |
|---|---|
| Engineer posts | Builds trust |
| Split-testing | Real user data |
| In-person tests | Deep insights |
| NPS | Quick satisfaction check |
| Review response | Shows you care |
Here's a fun fact: 54% of shoppers expect a response to a negative review. So, respond!
"Feedback like yours helps us improve, thank you for submitting this review..." - Drew Frey, Webroot
Webroot, an internet security company, responded to 70% of its low-rated reviews. It made their brand more human.
Don't just collect feedback - use it. 66% of retailers use reviews to improve products, and 50% use them to boost marketing. When you act on feedback, you're showing customers they're part of your team.
