Reputation Matters When Marketing High Tech

Bill Swanston Frederick Swanston
Do you think your tech brand’s online reputation speaks for itself? In today’s hyper-connected world, you’re not the only one talking about your brand. And, what others say may not always be positive. Managing your brand’s reputation is an important tactic for marketing high tech. Here are four ways to do it:

1. Ask for feedback
It’s better to find out that you have a dissatisfied customer while you can still do something to remedy the situation. Customer surveys and follow-up emails can help turn the tide. Likewise, they provide satisfied customers with a way to leave positive reviews for your business online to boost your good reputation. You can also ask potential customers questions to find out how much they know about your brand and what the likelihood is that they would use your services. You can learn a lot from questions like these.

2. Monitor the Internet
There are many public sites like Yelp where customers can rate your business, and even more social sites where they can share recommendations and poor reviews with peers. It’s important to know what people are saying online, because potential customers are likely to be swayed by what is posted. You could Google your high-tech company’s name with terms like “complaints” or “reviews” to see how you are faring, but services like Mention or Google Alerts make it even easier to monitor what’s being said about your business anywhere online. Always respond to negative feedback with information and customer support, and thank those who have left positive reviews whenever possible.

3. Participate in online forums and on industry-related sites
Regularly checking and participating in discussions about your brand or your brand’s niche in the high-tech industry will provide insight into how customers truly view the marketplace and your role in it. Actively representing your brand also keeps it top of mind and allows you to proactively respond to misconceptions or complaints as they arise.

4. Regularly post case studies to your website
Case studies are indispensable for constructing a positive narrative around your brand. High-tech companies create them to highlight exactly how customers successfully use their products or services. They also allow companies to dig deeper into the details of a success story to demonstrate certain product features that are unique and/or powerful. In short, case studies act as a recommendation in and of themselves, as they prove that you have satisfied customers who have gotten real, positive results from working with your brand. They can also help improve your SEO!

Doing these four things will ensure you are listening to customers, participating in discussions about your brand and promoting your brand’s best qualities on a consistent basis.

Bill Swanston is a Partner and Executive Creative Director at Frederick Swanston and this article originally appeared on his blog, Tech Southern Fried.