▷ CWT Advertising and e-reputation: links and interdependence 2020 Guide -

E-reputation is the expression used when talking about the reputation of a brand, a person, a company, a product, etc. on the Internet. It thus includes opinions, comments, and exchanges on your subject on social networks, your site, forums, etc. Given the democratization of these various online media, e-reputation therefore constitutes a real barometer with which you have the ability to measure your popularity, whether positive or negative, with Internet users.

Looking at its characteristics, it seems logical to assert that e-reputation is closely linked to web marketing, and in particular to the marketing practices implemented in the company. Indeed, it can be a fundamental element to the profitability of your business site, but can also be defined as being an objective to be reached.

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E-reputation: one of the biggest goals of a web marketing strategy

Having a good e-reputation means having the maximum of opinions, positive feedback and positive comments about your business on social networks, forums, your site, etc. As soon as you implement your digital transformation, and therefore a communication strategy going in this direction (including web marketing practices), you assert your presence online and do what is necessary to convey a certain brand image to Internet users.

The goal is in practice to ensure that the image you are looking to send matches that which will be perceived by Internet users. The less time lag, the more you can consider your goal as being achieved. In this context, it is possible to argue that e-reputation is a goal to be achieved.

But such an outcome can only be pursued with an upstream definition of a target audience, and numerous reliable indicators making it possible to measure the effectiveness of the actions carried out for this purpose.

A successful digital communication strategy from the point of view of e-reputation is therefore a strategy which allows not only to be “visible” online, but above all to be “visible for good” by Internet users. Otherwise, at best, you will remain invisible, and at worst, you will have a bad reputation.

The importance of e-reputation is such that professionals in the field can be asked by the company to ensure the success of your online reputation. Among other services, they give advice to manage their e-reputation and thus succeed in their online marketing action at all levels.

E-reputation is a strategic lever

E-reputation is a complex concept, in the sense that it is both a goal and a tool that can be used to optimize the communication and marketing strategies implemented by the company. Above all, it is a lever for web marketing, even if it can be integrated into other strategies.

E-reputation at the service of web marketing

CWT Advertising is a term which designates all the practices that can be implemented for optimize the profitability of your website. Referring to this definition, we can only consider e-reputation as one of these practices, commonly called “levers”.

In fact, 80% of Internet users inquire about the brand, product or service before making a purchase, based on the opinions, comments and other ratings given by users. This reality clearly reflects the role that your company’s e-reputation plays on your sales!

E-reputation management is one of the specific skills that, in the long term, help attract new customers to the site. So you have to make sure to integrate it into your overall web-marketing strategy to obtain convincing results.

Based on your e-reputation, you can for example assess the impact of a first communication action on your social media (advertising, event, promotional offer, etc.). You will be able to concretely measure the return on investment, and if necessary, make adjustments so that your communications are more impactful for your customers.

Other communication strategies that use e-reputation

E-reputation can also be used as a lever to boost other communication strategies in the company. It is entirely possible to use what is said around your company or your brand to optimize your “corporate” communication strategy. If you want to be perceived as a company with ecological values, make sure that the publications of Internet users about you go in this direction.

Likewise, managing your digital reputation also allows you to control rumors that spread about your online business. This can also extend to negative opinions and comments, as well as contradictory messages that may emanate from your competitors.

Finally, the management of your e-reputation must be pooled with the development of a crisis communication strategy. By enjoying a good image, you can mitigate the negative impacts of a crisis situation (trolling, bad buzz, rain of negative comments …), or at least get the benefit of the doubt. This will allow you to better understand the problem later.

The importance of combining good e-reputation management and web marketing strategy

Web marketing makes it possible to attract the public to your site and retain your customers, and by associating it with good management of e-reputation, these results will only be better.

To animate your site

To generate public interest and be well referenced on search engines, your site must be regularly supplied with quality content. The more qualitative and original your publications, the more interest they will generate for the public, and this is how you will gain a good reputation. You can even be cited as a reference!

This is also the reason why this task should be entrusted to professionals: community manager, web editor, etc.

To quickly increase site traffic

Communicating around your activities through your website allows you to increase your traffic. If web marketing is indeed useful for this, part of this traffic can be obtained only through a good digital reputation. It is therefore in your best interest to integrate it into your marketing actions.