Online Reputation Management
For Franchise Brands
Online reputation is more than a consumer
facing issue – a negative reputation can kill
franchise sales.
Online research is a key part of a potential
franchisee’s due diligence process while their
vetting your opportunity.
How does your brand look online?
Online Reputation Management
For Franchise Brands
If a prospect has the choice between working
with a franchise that has a positive reputation
online versus a brand that has a negative
presence online they will opt to go for the
company that has a favorable reputation,
regardless of whether the online complaints
have merit.
Online Reputation Management
For Franchise Brands
Your reputation is everything. Customers and franchise
prospects will turn their back on your brand if they discover
negative information on news sites, blogs, forums and review
sites.
Your negative reputation can grow in power and damage the
offline reputation a franchise has worked so hard to build.
Background
A few well-placed negative reviews were
driving business away from Our Franchise Client
and damaging the exceptional reputation that
brand had built during its 30 years in business.
Sites like Ripoff Report, a for-profit website,
known for publishing un-validated complaints
and “exposés” and charges a fee to
companies and individuals to remove their
negative reviews, were dominating the online
search results.
Background
Our Franchise Client was experiencing the pain
of a negative online reputation and came to
Fishman PR for help.
The Idea
Battling the negative search results built on unfounded
reviews in the court room, would have led to costly
litigation and more often than not experience a loss in
court.
Fishman PR saw an opportunity to use the power of
high-quality content, strategic online reputation
management and search engine optimization to
create a new, positive picture of Our Franchise Client
online– the kind of reputation prospects want to invest
with and customers want to patronize.
The Process
Through the development of exceptional content that’s
worth sharing and optimized to rank in search results, the
right distribution tactics and a Branded Hub, Fishman PR
could promote Our Franchise Client as a thought leader
and create a positive brand identity online.
Campaign Components:
Branded Hub
High-quality, SEO content
Strategic Content Distribution Tactics
Weekly Online Reputation Scorecard to track and
report progress
Branded Hub
The Fishman PR team developed an optimized
Branded Hub that features the latest in SEO
tools plugins.
The right background technical support allows
for Google’s “crawlers” to scan content so that
it may rank higher in searches.
As the cornerstone of the online reputation
management strategy, the Branded Hubs works
to feature Our Franchise Client as a thought
leader and directs valuable website traffic
toward positive branded content.
High-quality, SEO Content
Blogging is one of the most powerful tools for search engine optimization. By publishing high quality, optimized content on a regular basis, we create a buffer for Our Franchise Client ’s online reputation and helps to push negative results down.
Online complaints from disgruntled franchisees and clients can kill sales when they are discovered in the process of researching your business. By consistently publishing branded content, we created a buffer so that when complaints arise, they don’t go straight to the top of a Google search.
Content Includes:
Interviews with Our Franchise Client Executives
Tips and tricks from the pros
Industry segment articles and reports
Content Distribution
We used existing branded social media and
created new accounts for Our Franchise Client
and the company founder to distribute the
positive, high-quality content we created and
published on the Branded Hub.
By utilizing a variety of distribution channels, we’re
able to distribute new and existing content like
articles, videos, images and presentations across
a wider network.
Through strategic content distribution we’re able
to improve the reputation of the brand online by
boosting SEO efforts and increasing brand
awareness.
Results
Online Reputation Management is This is an
ongoing process that doesn’t happen
overnight. Fishman PR worked to battle
negative search results for Our Franchise Client
and its founder. Between January and July
2014 we were able to show:
12% positive search result increase
8% negative search result decrease
An overall more positive brand image on
the first 2 pages of Google search results for
keyword terms.
Starting Results Current Results
Results
In addition to Google search rankings
we also focus on achieving positive suggested
search results.
At the start of the process our client had
almost entirely negative suggested search
results.
As of July our progress is as follows:
50% negative suggested result decrease
50% positive suggested result increase
Starting Results Current Results
Contact Rachael Wachstein,
Vice President of Content Marketing for a free consultation:
(847) 945-1300
Contact Us