In their own unique way, every individual and company needs reputation management. The term “reputation management” is commonly used to describe a service provided to a company that has reputation problems online. Rehabilitation centers, lawyers, accountants, jewelers, and many other types of industries are plagued with bad reviews written by customers on RipoffReport.com.
But if you don’t have any bad reviews online or any reputation problems, do you really need reputation management?
When an individual manages his reputation online, it’s called personal branding. Dan Schawbel is the king of personal branding and teaches young professionals how to successfully manage their online identity to position themselves to get the job that they want, get a raise at work, to succeed in the startup world.
Crafting a strong personal brand can leads to thought-leadership online and inbound leads. Just take a look at what Yu-kai Chou has done in the realm of Gamification. Because he has positioned himself as a pioneer in the emerging gamification industry, he has closed deals with many clients on a consulting basis and been invited to speak at companies such as Ebay on the topic of gamification.
Similarly, Cody McKibben has built a brand around location independence. Whenever any of my friends want to know how to escape the corporate world and travel the jet-setter lifestyle, I immediately refer them to Cody because I know he has that expertise. Because of the brand he’s built, he has created the Digital Nomad Academy, which is a subscription based business that teaches individuals how to live a location independent lifestyle.
Personal branding is a form or reputation management
Dan, Yu-kai, and Cody don’t have any online reputation problems, but they still utilized online reputation techniques to build their status online as thought-leaders in their industry.
As an individual, don’t wait until you have a negative post about you online to start taking control of your online reputation. Start early, start now, and build a solid brand online that will help you create inbound leads or position you to excel in the career of your choice.
Outbound vs Inbound Marketing
There are two ways to market your company:
- Outbound marketing
- Inbound marketing
Outbound marketing is the traditional form of marketing that we’re all accustomed to. This includes cold calls, emails, networking events, trade-shows, conferences, and any other form where the company reaches out to customers.
Inbound marketing is the opposite of outbound. Inbound marketing is the method of establishing thought leadership in an industry, thereby becoming the expert and getting customers to come to you. Instead of hunting customers down, customers come to you because you’re the expert and they want to learn/get service from the best.
Inbound Marketing is all about Reputation
To generate inbound leads as a company, then you need to establish thought-leadership in your industry. Thought leadership is all about building the right reputation online.
Blogs, social media, and SEO are all methods to build a solid reputation online and generate leads for your business. Take a look at what Jonathan Mead does at Paid to Exist. His company brand is all about teaching others how to free themselves from their corporate chains.
A Preemptive Strike
If you utilize your personal brand and establish a company brand, not only will you generate inbound leads and establish thought leadership, but you’ll also inherently set up reputation management for your company. As you guest blog for other sites and have people link to your social profiles, you’ll create an un-penetrable barrier that no bad press can get through.
This is why reputation management is important for every person and every company — it’s all a part of the online marketing strategy that needs to be crafted.