Reputation management is crucial for business success in the digital era. Digital marketing has amplified the impact of customer perceptions, further enhancing the need for strategic reputation management. However, businesses commonly face reputation threats from negative reviews and social media backlash, which can damage their brand image; while, a positive and strong online image enhances customer trust and loyalty, driving growth and success. Leveraging strategies to proactively manage their reputation can enable companies to mitigate the potential damage and highlight their strengths. This strategic reputation management approach ensures that a business’ online presence reflects its value and quality, safeguarding its reputation and brand image in a highly competitive and demanding global market.
GoodFirms Roundtable is a series of podcast interview discussions where leading industry experts, CEOs, and people holding prominent positions in IT services and software companies share their valuable experiences and opinions on various topics. The podcast discussion becomes a rich source of information for budding entrepreneurs willing to start their businesses.
GoodFirms recently had a chance to interview Ran Blayer, CEO, Percepto. In the following podcast discussion, Ran shares his knowledge and views about the importance of reputation management in business growth and success.
Percepto is an Israel based reputation management company that specializes in wide-array digital marketing services to businesses of various sizes, covering broad sectors, including reputation management, PR for startups, online branding, digital PR, content marketing, social media management, and many more. With its high-quality offerings and expertise in the domain, the company helps businesses, C-suites, and business leaders maximize their digital presence, promote their key messages, and overcome their reputational challenges. Percepto enables businesses to easily reach their target audiences and attract more customers. The company has been providing exceptional reputation management outcomes to its clients by devising customized strategies to match their business goals, and ensuring effective implementation of these.
The Podcast Discussion Highlights the Following:
- About Percepto and the CEO, Ran Blayer.
- Understanding the intersection between sales, marketing, and reputation management; and how can businesses leverage this synergy to their advantage?
- Reputation management involves proactive measures rather than just crisis response; Some valuable insights into how businesses can build and maintain a positive online image before potential crises arise.
- What are some proactive steps businesses can take to monitor and address potential reputation threats before they escalate into crises?
- Some industry-specific challenges or insights related to reputation management that Percepto Digital has encountered while working with clients across various sectors.
- How, with the rise of social media and online review platforms, customer feedback significantly impacts a brand's reputation? How can businesses effectively manage and respond to customer feedback to maintain a positive online image?
The Podcast Also Covers These Crucial Points:
- For startups and emerging businesses, reputation management might not always be top-of-mind. How to convey the importance of proactive reputation management to clients who may underestimate its significance?
- A walk through the process of creating a proactive reputation management strategy for a client, from initial assessment to ongoing monitoring and adjustment.
- How startups and businesses can use the GoodFirms platform to manage their reputation online and turn potential visitors into lifelong customers.
Ran, You Have Been the CEO and Co-Founder of Percepto Which Is a Leading Strategic Reputation Management and PR Agency for About 11 Years Now. So, Is There a Story Behind Choosing This Industry? Any Story or Something the Audience Doesn’t Know About.
Ran explains that he is from a digital marketing background, and became the owner of Percepto later. He, thus, supports the idea of combining digital with PR and reputation management and providing strategic advice to companies and high-profile individuals facing challenging circumstances.
Drawing From Your Experience as Vice President of Sales and Business Development at Seperia, How Do You See the Intersection Between Sales, Marketing, and Reputation Management, and How Can Businesses Leverage This Synergy to Their Advantage?
Ran believes that image is the foundation for business success, and a negative image makes it impossible for the business to grow. Moreover, if rightly managed, a positive and professional image can significantly enhance growth and open new avenues of expansion for both companies and businessmen.
Reputation Management Often Involves Proactive Measures Rather Than Just Crisis Response. Can You Share Some Insights Into How Businesses Can Build and Maintain a Positive Online Image Before Potential Crises Arise?
For proactive reputation management measures, businesses must not just make sure that they have clear, concise narrative and key messages, they should also ensure that these messages are accurately conveyed to the right audiences and stakeholders. For this, they must effectively utilize their web assets, create new supportive online assets, and make sure that these align with the clients’ needs.
In Today’s Interconnected Digital World, Misinformation and Negative Content Can Spread Rapidly. What Are Some Proactive Steps Businesses Can Take to Monitor and Address Potential Reputation Threats Before They Escalate Into Crises?
Some steps that businesses can take, according to Ran, to monitor and address potential reputation threats and prevent crises include using online monitoring tools, having a comprehensive crisis plan in place, and preparing the organization with crisis simulation. Once you successfully build a strong online presence, the online image will not suffer much even in crises.
Percepto Digital Works With Clients Across Various Vertical Sectors. Can You Share Any Industry-Specific Challenges or Insights Related to Reputation Management You’ve Encountered?
Percepto has worked with many financial institutions as well as private clients from the financial sectors, where readability is extremely important. In this sector, businesses need to go through a successful due diligence process and global reputation databases (WorldCheck); thus, it is a must to have a good image. Percepto’s clients from this industry who managed to actively maintain a solid and professional online presence, enhanced their growth and business and quickly managed to overcome the crises with reduced damage to their companies or brands.
With the Rise of Social Media and Online Review Platforms, Customer Feedback Can Significantly Impact a Brand’s Reputation. How Can Businesses Effectively Manage and Respond to Customer Feedback to Maintain a Positive Online Image?
For Startups and Emerging Businesses, Reputation Management Might Not Always Be Top-Of-Mind. How Do You Convey the Importance of Proactive Reputation Management to Clients Who May Underestimate Its Significance?
Ran highlights that for very early stage startups, the focus should be on their product; once the product matures, they can emphasize on sales and marketing. Moreover, as funding is the crucial need for startups, it is essential to have a clear message and convey their product value and differentiation in simple words, while promoting both the company and the CEO.
Could You Walk Us Through the Process of Creating a Proactive Reputation Management Strategy for a Client, From Initial Assessment to Ongoing Monitoring and Adjustment?
To build a proactive reputation management strategy, one must understand the targets and existing online image, and accordingly craft updated key messages and narrative, competitive landscape, etc. Then, implement the reputation strategy by uploading content to various assets, promoting, and monitoring the ongoing strategy sessions to adjust the strategy and content based on the client’s changing needs.
Lastly, Can You Talk About How Startups and Businesses Can Use Our Platform, GoodFirms to Manage Their Reputation Online and Turn Potential Visitors Into Lifelong Customers?
GoodFirms is a great place mainly for agencies to find authentic client reviews and business partners, get targeted traffic and approaches from clients, and support their reputations.
You can listen to this podcast here.
What’s Next
Online reputation management is vital for businesses, remarkably impacting their branding and overall business success. However, with increasing competition and customer expectations, reputation management is becoming more challenging and involves exploring innovative and goal-oriented marketing strategies each day. Thus, smart business leaders now realize the importance of hiring global experts in the domain to help them achieve excellent results without exceeding their business budgets.
Businesses can leverage the experience and expertise of the digital marketing and branding agencies specializing in reputation management, digital PR, online branding, content marketing, and social media marketing services to build a robust online presence/image, enhance their reputation effectively, ensure customer trust and loyalty, stay competitive, and thrive in today’s rapidly evolving digital landscape.
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