ChannelTrends: It’s Not Easy to Build (and Keep) a Great Business Reputation

Whenever I get engaged in discussions relating to company branding, it reminds me of the lyrics of an 80’s song by Joan Jett and the Blackhearts. Many may not remember “Bad Reputation” as it never cracked the Billboard Top 40, but its rebellious message resonated well with the teens and young adults of that era who were looking to separate themselves from the crowd (and their parents). Few were thinking about resume building and career limiting actions in those days before the internet. In their defense, who knew we’d ever be able to share so much so easily?

Fast-forward to 2016. Today, you’ll find some of those same people trying to repair or improve the reputation of their businesses ̶ and realizing it’s not always an easy thing to do. After all, just a couple of negative customer comments on consumer-related websites or in certain social media circles can have major implications on an organization’s bottom line. The reality is it really doesn’t take much to tarnish a company’s name today, but the efforts required to restore it to its former good standing may be insurmountable…especially for a small business with little expertise in this area.

Think about how important your reputation is in the IT services space. A brand with broad customer support is a real differentiator when competing for new business, while a less than stellar record of achievement puts them at a significant disadvantage. You need to understand there is a delicate balance between good and bad reputations in the business community today if you want to keep your organization moving forward. It’s about controlling the narrative and responding appropriately when something occurs that could threaten your message or brand. Most of all, it’s about being proactive in a reactive marketplace. That role may fall outside the comfort zone for some in the tech industry, but with the right people, practices and tools in place, any company can effectively control its messaging.       

So, what can VARs and MSPs do to improve their company’s branding efforts? Start with the basics.

1. Testimonials: Gather and leverage written and video messages from satisfied customers. Any positive or encouraging words should be are appreciated but focused on the things prospects are looking for, including support capabilities, technical proficiencies and reliability (quick response is a bonus).
2. Customer stories: deeper than testimonials, these are short, real-life accounts of your company in action. The goal is to expand a bit on a particular solution or service your team was involved in…from an actual client’s perspective. When done well, customer stories support the organization’s value proposition and put a human face on what can be a rather impersonal topic (IT).
3. Referrals: a satisfied customer can be your best sales agent. Their recommendations are typically the warmest leads in the demand generation funnel, especially if they are willing to make personal introductions to key decision makers or speak on your behalf. Asking for referrals is also a great validation point for channel firms. The process may confirm their satisfaction or uncover potential issues with your service or solutions, allowing your team to address any issues that might prevent them from signing a long-term contract (or becoming a strong advocate).

Manage Your Online Presence
The “blocking and tackling” client activities outlined above are great first step. But building or enhancing your company’s reputation in the 21^st century means you need to become proficient in a number of web-related areas, too. Not just a real URL and an informative home page that conveys your firm’s value proposition, but a full-blown branding effort that targets a variety of online media and business sites.

• Local media: are you volunteering your expertise to newspapers and television stations in your community? When included in an article or video segment, be sure to ask for web links to share with customers and prospects. These look impressive in newsletters and on social media. The biggest investment is a little of your time.
• Company blogs: IT services pros have a lot to give. The tips and information they share is valuable to small businesses and can be used as a “virtual drip marketing” campaign to potential clients. It’s actually quite cost-effective if you or someone on your team can write one SMB-focused article a month on a topic relevant to your customers such as cyber security, email management and tech refreshes. With  number of low or no-cost blog platforms available (LinkedIn can be a great substitute) it won’t break anyone’s budget.     

• Social media: LinkedIn, Twitter, Facebook and Instagram should all be considerations when targeting certain audiences, and not just to share company news. Effective social media campaigns convey your message through words, images and links to articles, blog posts and other relevant information. Anything that would be of interest to your customers and prospects can be easily shared and promoted through these free sites. Need a little help? Download the CompTIA Quick Start Guide to Social Media for Marketing.
• Consumer/business-related sites: disgruntled clients are often the most vocal. Left unchecked, their comments on the Better Business Bureau, Yelp, Angie’s List and other websites could affect prospects and future sales. Some sites allow business owners to resolve or dispute complaints, though the best method is to contact the poster and address any outstanding issues. A good rule of thumb is to check those pages closely and periodically perform an online search of your company’s name to time to spot complaints or misinformation.   

The best way to avoid a bad reputation? Build a support community of customers and partners; people who will share your mutual success stories and counter any negative press (if it were to appear). If your team delivers what your customers expect (and then some), the company name will gain recognition for positive things and become something you all can bank on in the future.

Brian Sherman is Chief Content Officer at GetChanneled, a channel business development and marketing firm. He served previously as chief editor at Business Solutions magazine and senior director of industry alliances with Autotask. Contact Brian at [email protected]