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Marx Layne Online Reputation Management
It takes only a single page of search engine results for a business or individual to be overwhelmed with unfavorable positioning on the internet. As search engines, social platforms and the news media continue as the corporate battlegrounds to influence and persuade key stakeholders, reputation management often is essential to a ongoing viability. A positive online reputation is directly linked to increased sales and profitability, attracting and retaining better talent, and improving customer loyalty
Consumers in every industry (including B2B) use digital content and online searches to make their purchasing decisions. When it comes to funding, start-ups especially need to be concerned what is found online, as well as non-profits and educational institutions.
Concise strategies that shape and influence public perception of an organization, individual or other entity drive overall public sentiment about a business, its products and services, and—most importantly—its people. Unfavorable search results can cause long-term damage to a brand. In an environment in which as much as 75 percent of market value comes from hard-to-assess intangibles (such as brand equity, intellectual capital, and goodwill), organizations are especially vulnerable to anything that damages their reputation.
Most organizations have gone to great lengths to develop sophisticated guidelines to assess and manage risk in a wide range of areas (commodity prices, manufacturing systems, supply chain, logistics, political, and natural disasters, etc.). Reputational risk, however, is often ignored.
What We Do
Protecting Your Brand
- Online Reputation Audit
- Managed SEO
- Online Content Marketing
- Targeted Media Relations
- Social Media Management
- Review and Ratings Management
Online reputation audit
An online reputation audit is one of the most valuable things you can do for your business. A professional online audit conducted by the Marx Layne Reputation Management team reveals what is being said about you and/oryour organization, your search results and rankings, how your competitors rank, and factors that are driving the perception of your business. The Marx Layne Reputation Management team will conduct a thorough assessment of your online sites, profiles, social media accounts, content, PR and media coverage, and images, providing data-rich insight that enables you to better understand and improve your online reputation. Our digital experts utlize specialized tools to dig deep into your online persona and, in turn, formulate specific recommendations on how to improve across all channels and audiences.
Search Engine Optimization is an integral component of any online reputation management strategy. In concert with other specialized tactics, its aim is to help strengthen an organization’s authority and credibility online. Key elements of our Managed SEO services include:
- Research and Analysis
- Competitor research
- Keyword research
- Website analysis
- Backlink Analysis
Online content marketing
Content marketing is a critical component for the online reputation management campaign Marx Layne will initiate. Our direct approach is designed to write and distribute relevant, insightful, and consistent information to attract and retain a clearly defined audience and, ultimately, drive positive stakeholder action and perception. Our online content marketing helps in building trust for your brand and improves SEO and favorable visibility by impacting search engine article and blog rankings.
Targeted media relations
The primary difference between online reputation management and media relations is the channels that are utilized to convey their messaging: one focuses on search results, the other on earned news coverage. At Marx Layne, our media relations approach is to aggressively but professionally get in front of reporters instead of passively emailing a news release and awaiting interest or simply posting to a newswire. We consistently position our clients as industry leaders through targeted media coverage: locally, regionally, nationally and in relevant trade publications. Our team understands how to build and coordinate successful media relations campaigns. We craft personalized story angles to appeal to editors and reporters of particular beats, generating media coverage in multiple media outlets.
Social Media Reputation Management
Social Media Reputation Management is the culmination of tactics organizations use to elevate brand awareness and reputation on social media. Marx Layne’s consistent value proposition especially rings true for our social media offerings: we provide results-driven creative communication that works in harmony across channels, no matter which media are available and emerging.
We stay on top of the trends. Social media trends evolve constantly. Marx Layne counsels our clients to prepare for and embrace changes while comprehending the underlying behavior that propels new trends. We research current and emerging social media platforms to help our clients choose, build and manage profiles within the right networks for their brands.
We manage strategic relationships. Social media is where our clients cultivate relationships with their target audiences. We work tirelessly to expand our clients’ following and nurture connections with existing fans. Our social media experts are highly skilled at listening and managing two-way dialogue that ultimately raises awareness, changes perceptions and shifts behavior.
We craft messages that matter. At Marx Layne, we have a deep understanding of our clients’ consumers and key constituencies. We translate that knowledge through skillfully crafted messaging written in the unique voice of each client. We communicate using language specific to our clients’ industries while fitting the context of the respective social platform. Our clients trust us to humanize their brand through posted content and dialogue because we understand their unique voice and tone.
Review and Ratings Management
A concise strategy that helps businesses respond to online reviews, collect feedback and generate better online reviews is key to an overall online reputation management program. Marx Layne’s Review Management expertise helps improves online reviews and ratings.