Is your company facing a flood of unfounded negative opinions? Someone is slandering her good name on the Internet? It undermines the quality of the products and services offered? Like a boxer in a fight, you need guidance and support. To know what moves to make next and win. Where to start defending a good image? Check it now.
You work hard to deliver the best products and services or create a workplace that will become your "company of choice". All the more, negative and often false opinions about your company must be a surprise for you. Perhaps this is part of a competitor's disinformation campaign. Perhaps the author of the entries is an employee who has a grudge against the employer. In such a situation, an immediate and thoughtful reaction is essential. Why? It's simple - negative feedback affects several important areas related to your business goals.
Area 1: Customers
Fact: Negative feedback affects your customers' decision-making and purchasing processes.
According to the report "FMCG Brands We Shop by BLIX & Kantar", about 25% consumers are "prudent and pragmatic". Additionally, the 19% is vulnerable to online social media activities and influencer feedback. And as you know, looking for information is one of the stages of the decision-making process. That is why it is worth taking care not to fall off "on the run". Thus - not to discourage a potential customer with opinions that are not always true or criticism that is not always constructive.
- In the case of the image crisis, there are more "victims" than you might think - says Sebastian Kopiej from the Commplace agency. - Current customers are in the first line of fire. However, it should be remembered that the brand name already spoken several times in a negative context means that it will remain in the memory of other, potential customers. As a result, seeing a given product on a store shelf, they will automatically have a negative association - adds the Commplace expert.
Area 2: B2B partners
Fact: Companies want to partner with the best players to support their business.
At the very beginning, you need to answer the key question - what is the purpose of business cooperation? The answer is obvious - an increase in indicators (e.g. sales bars). Your business partner wants to efficiently achieve their goals, and not to extinguish fires caused by your brand. This is why negative opinions can outweigh the decision to potentially cooperate. And you want to "play with the best", right?
Area 3: Employees and Candidates
Fact: People want to work in a friendly environment.
The survey conducted by the praca.pl portal shows that only 14% candidates have never checked the employer's opinion on the web. This means that as many as 86% people did it! Additionally, every third candidate checks opinions about the company before sending their CV, and the 37% does it just before the interview. What can negative feedback mean for your business? Recruitment problems - extended search time for employees and higher costs. Big employee rotation in the company, which is also associated with spending additional time on implementation to work and costs (medical examinations, work clothes, training). Low competences of potential candidates - people with adequate experience will move to the competition that has a better image.
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How to fight negative opinions?
The fight against unflattering comments about the company should be fought on many fronts. Among the most effective solutions are:
Option 1: Referral Marketing
Chip Bell once stated that "Loyal customers will not only come back, not only will they recommend you to others, but they WILL FORCE their friends to do business with you." Use their energy and implement referral marketing in your company.
The essence of referral marketing, also known as referral marketing, is to motivate consumers to share their experience. The implementation does not require financial outlays, but time and energy - both for you and the recipients of your offer. With minimal effort, you can gain a strong promotional tool that will translate into profit for the company.
Option 2: Brand Defense Strategy
What is Brand Defense Strategy? - We implement a strategy of "pushing" bad opinions out of high positions. It is a service with a proprietary client panel for performance analysis. What effect can you expect? Reducing the visibility of negative reviews by up to 80% - explains Sebastian Kopiej. It is important to implement it at the right moment. Should you implement it now? Answer a few questions for yourself:
- are you facing a crisis of trust among customers?
- employees keep leaving?
- it is difficult for you to rebuild the damaged image of the company?
- sales keep falling?
- competition accuses your company of dishonesty?
If you've answered yes to even one question, it's time to act.
Option 3: PR campaign supporting employer branding
A good employer analyzes the candidate's path. Thanks to the image campaign, you will decide what the candidate's first contact point with your brand will be. That is why it is worth appearing in the mind of a potential employee on your own terms. By showing him the benefits of choosing your company, as well as presenting the arguments for joining your team.
The Internet is a powerful medium that cannot be underestimated when running a business. Inaccurate information and fake news about your company may affect the company's image. This, in turn, will translate into the effectiveness of recruitment and sales results. Currently, anyone can write an unflattering opinion about your brand. And maybe that's what he is doing right now? Don't be helpless. Fight for her good name.