February 2020

If a prospective customer sees the first page of Google search results full of positive articles and links, you are seen as a trustworthy professional. This gives you a crucial edge over competitors and helps close business deal(s). On the other hand, if there’s something negative listed on Google, prospective clients will just move on to someone else. Also, If nothing shows up in searches, it\’s virtually the same problem: you appear untrustworthy and the prospective customer goes on to a competitor. Here are ten ways you might not have thought of to build a positive web reputation. Although some of these tips are not directly implemented online, they do indeed boost your web reputation because of social media sharing and other online buzz generated from these actions In other words, sometimes it’s best to get out from behind your computer and desk and venture into the real-world to network and give talks to build a positive presence. 1. Target Social Media Platforms Constantly connect with people on a range of online platforms. This continues to build a positive reputation and can help prospective clients see your expertise. Besides the ubiquitous list of general social media sites, be active on others that might not be top of mind, such as Wikipedia, alumni groups, Quora and more. Just as important are ones that cater directly to specific industries, regions, activities or mediums. Be active on these sites by connecting with others, sharing content and gaining followers. There are many to choose from, but the key is knowing where to post the right information to connect with your prospective clients. 2. Build a Resource for Business Owners Give away information for free. I can imagine the collective refrain, “Why should I give people I don’t even know my hard-earned info when I should be charging them?” It might sound counterintuitive to share (some) free information, but it\’s a great way to generate trust and to develop a strong reputation. This shows you are knowledgeable, experienced, and helpful. The more you help, the more likely they’ll share your social media and other posts to their contacts. Even though some prospective clients might try to implement your suggestions on their own without paying, there are many others who value your services and see you as an expert. Give reviews, answer questions, leave comments or help prospective clients and others on relevant online platforms. Become the go-to source where people can get solutions for their problems. For example, a mortgage broker might have a white paper on interest rates and include a rate calculator feed; a financial advisor could have a retirement presentation on their website\’s homepage; a law firm might publish recent tax law updates; a marketing firm could show how to submit to Google Maps or to be indexed faster by search engines. 3. Ask for Referrals, Don’t Wait for Them Referrals are powerful. Having previous clients tell prospective ones about your successes boosts trust and helps close deals. Want a much higher close rate? Looking for clients who tend to be easier to deal with? Get referrals. Showcase previous triumphs adds an extra level of trust to help convert a prospective client to a paying one. One way to gather a list of referrals is simply to ask. But the real key is by doing remarkable work. A praiseworthy job right at the start builds a positive reputation for you, and inevitably, leads to more business. Many of my clients, especially the really good ones, which is important, have come through a colleague, a business I’ve worked with or someone I’ve known. Set realistic expectations at the start when working together to avoid client disappointment. Since they might expect to see quick and nearly immediate results, it’s important to make clear outcomes with realistic milestones. Agree on common goals with definable and necessary steps that move you towards achieving them, giving full transparency on where you are focusing your efforts. 4. Create and Build Partnerships Develop partnerships with others–including competitors. Scout business to team up with those that offer complementary services to take advantage of mutual synergys. If you\’re just starting out or even if your business is well established, collaborating with partners gains access to new clients, broadens your services, and builds a stronger reputation by being connected with others who might be leaders in their own niche. Partnerships can lead to swapping referrals, which is a win-win: the client gets the right solution; the referring business helps a partner; and the referee earns new business. 5. Where Are Your Ideal Clients? Go There Go where your clients or prospective ones are. Be visible and network with them. Just because a business–whether starting out or is established–has a website or business card, it doesn’t mean clients suddenly come knocking on your door. No one can hire, buy, or pay you if they don’t know that you exist. It is your job to make sure your target market knows you are out there by building an excellent online and offline reputation. Go to where they are-literally. This means getting up and out from behind the computer and venturing out in the real-world to be visible through networking. 6. Publicize Successes Promote your successes. These can be recent, current and past awards, new clients, substantive hires, white paper and blog publications, or anything that’s newsworthy to readers or clients. Each achievement builds your reputation because it’s an opportunity to showcase your business. Foster relationships with bloggers, editors and publishers, since they often are looking for unique stories to publish. A printed press piece is a huge reputation boost since it builds trust and legitimacy. Remember too that many publications offer online versions of the article, increasing it’s visibility substantially. Press releases can still be helpful to publicize accomplishments, but they are not as powerful they once were, and Google considers most of low value or spammy when published online. However, a well-written press release might be picked up by local or industry