Managing Your Online and Offline Business Persona

Posted by: Chris Marentis

Managing Your Online and Offline Business Persona


Before the web, business marketing was all about salesmanship and pricing. The content of advertisements usually emphasized merchandise in relation to the competition and providing the most advantages at the lowest price was the golden recipe for success.

However, in today’s market, people are no longer interested in simply hearing about product features. Information on merchandise and consumer reviews are freely available online and they hold as much weight as a company’s advertisements. This means your standing in your industry is only as good as consumer’s perception of it.

why-reputation-managementDirectly engage with your customers

Beyond your sales bottom line, you have to identify how your audience sees your company. To do that, you need to be active on social media, since it’s where people spend most of their time and it‘s a convenient platform where you can share your ideas with them directly.

Forbes posted an article about the social media trends that will become prevalent in 2014. The first prediction is that investing in social networking will become a necessity rather than a luxury for companies because consumer behavior will continue to move towards digital channels. Studies show that people are already spending more time on the internet than watching TV, and this trend is set to continue as mobile gets more prevalent.

Simplicity is now the primary consideration for distribution so you should focus on visuals. Condense your messages into something more easily understandable like infographics that can deliver information at a glance. We have a blog post that details how you can use them to ‘wow’ consumers by focusing on design and telling a story that they can relate to.

Put your best foot forward… and keep moving

Of course, the quality of your social media marketing needs to be managed carefully because it’s easy for customers to abandon a brand over bad press, which has a tendency to spread like wildfire on the Internet. As mentioned in the beginning of the article, leaving a positive impression is vital to your business so you have to always present yourself in the most professional and authentic manner. Here are some simple steps to keep you on track:

  1. Don’t get lazy and always keep up with trends.
  2. Don’t make empty claims and deliver on everything you promise.
  3. Consider your customers’ needs and value their feedback by demonstrating that you’re willing to genuinely solve their problems beyond PR statements.
  4. Think long-term and secure people’s trust through consistent service.

Conveying this kind of attitude encourages people to share positive experiences with their friends and contacts, giving you an image of reliability. In the end, efforts to shape your online reputation will increase the number of leads that you can reach and ensure your company’s future success.

Chris Marentis

For nearly three decades, Chris Marentis, Founder and CEO of Surefire Social, has been responsible for driving innovation and sales growth for large media and e-commerce brands as well as start-ups. With a long-history of counseling local businesses about their marketing efforts, Marentis provides insight on what it takes for small businesses to succeed and thrive in today’s evolving digital environment. His notable career includes creating the foundational blueprints for online marketing, e-commerce and content branding for AOL’s Interactive Marketing group, where he served as Senior Vice President. While CEO of Clearspring Technologies, Marentis developed one of the most widely adopted venture-backed Web 2.0 technology platforms. Marentis is a frequent speaker at local digital marketing conferences and a contributor to SMB and technology-focused publications.

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