Using the Internet to Create More Business

In today’s business climate, a positive image is critical for continued growth and success. With the internet playing such a big role in most consumers’ buying decisions, it is particularly critical to establish and maintain a positive online reputation. In the United States alone, over 245 million people, or 78.3 percent of the population, use the internet. Many use the web to make purchasing decisions based on the information they find online.
A positive business image is more than just offering an appealing business website. While it is important for a business to have an attractive easily-navigable site, there are other aspects to a good online persona.

Competitive pricing is important, of course, and free shipping is another perk for consumers that will help increase business. However, there are extraneous factors that can cause a negative impression that must be controlled.
One source of potentially damaging information is the plethora of online review sites. While legitimate customer concerns detailed in reviews should be immediately addressed, there are no mechanisms on most review sites to assure the reviews are accurate or truthful. Disgruntled former employees or other people with grudges are free to post negative commentary, even when the criticism is unjustified. Competitors may post damaging information in an attempt to gain an advantage. It is important to monitor these websites to detect both legitimate complaints and negative attacks by persons with an agenda.

If negative feedback is outdated, it is possible to generate positive content by offering special pricing or coupons for patrons who write reviews. There are online businesses that can help create campaigns to encourage customers to contribute newer reviews. As new content is generated, older negative reviews move down the page and are less likely to be read. Current good reviews will also help show potential patrons that the company listens to customer feedback and has worked to alleviate past issues.

Creating positive online content will help move any adverse information far down search engine link lists. Adding social media and blog content is one way to generate positive search results. As new content is consistently added, older stories tend to drop from the top of search results. Adding Search Engine Optimization, or SEO, articles can also help to generate a positive online impression. These articles can be featured on the company’s website, or they can be placed on news-gathering sites and online trade magazines.

This article was contributed by Becky W., a freelance writer who loves to learn about the topics of education, technology and careers. In Becky’s spare time she loves to experience new recipes in the kitchen, traveling to exotic places, and staying healthy.

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• The Delaware Business Weekly Round Up – October 19, 2012 →