When’s the last time you hesitated to buy something from Amazon? Did you do in-depth research on the company itself or ask family and friends if they trusted the company? The answer is probably not — and that’s because almost everyone is familiar with Amazon as a company and what it’s like to do business with them.

But for most businesses that don’t have this level of star status, they have to work hard to build a strong online reputation that can instill trust and confidence in their buyers.

Your online reputation is one of your business’s most valuable assets. How people perceive you online could be the determining factor as to whether they do business with you, and because it could mean the difference between making sales or closing your doors, it’s too important to leave to chance.

Let’s look at some practical ways you can take control of your online reputation and put your best digital foot forward:

Infuse Online Reviews into Your Marketing Mix

It happens to the best of us: you make a mistake that ends in a poor client experience, and then they post a negative review about you for all to see. There’s no getting around the fact that you’re not going to make everyone happy. Bad reviews happen even to the best companies, and the best way to negate a bad review is to outweigh them with good reviews.

Make it a practice to ask your customers to leave their feedback on Facebook, Google, or other review sites. Studies show that 70% of consumers will leave a review if asked, so don’t be afraid to plant the idea on their radar.

Maintain a Strong Online Presence

The best way to get people to trust you is simply to give them a way to learn more about you. At the minimum, you should have a website, Google My Business listing, and at least one social media account.

Even if you don’t plan on doing much social media marketing, studies show that a social media presence can help consumers feel more connected to a brand. It’s a direct line of communication and gives them another way to get to know you.

Ideally, you’ll expand beyond the minimum to include multiple review sites, social media platforms, blogging, and other digital content that all contribute to your online reputation. Additionally, you can invest in online reputation management tools that can help you identify opportunities to improve your image.

Build Your Reputation on Authenticity

Regardless of the methods you use to grow your online reputation, prioritize authenticity in everything you do. There’s nothing that can kill your reputation faster than a perception that you’re not everything you’re trying to present.

Transparency and honesty can go a long way in helping you build your credibility. Publicly responding to customer complaints or negative reviews shows you acknowledge their experience and want to make it right. Aligning your content with your brand creates a consistent image in the customer’s mind so they can know what to expect from you.

The more you invest in authentic branding, the better your customers can get to know the real you — and they’ll appreciate you making it easy for them. For more insights, head back to our blog.