How to Use Online Reputation Management to Gain Clients

Understand Your Clients
An online reputation should resonate and align with your clients'. But in order to do that, you need to know precisely who your prospective clients are. Research them thoroughly.

Without this ideal customer composite, it's difficult or nearly impossible to know where to start. Understand who to target, think about what drives or impacts them, then present solutions that help.

To thoroughly understand your clients, research them by drafting a detailed profile, being as comprehensive and detailed as possible. This persona is used to drive all content creation, marketing messages, and sales conversations. Sharing these allows you to speak directly to the wants, needs, and desires of your ideal client. Also, it crystallizes the kind of companies you like working with and what their pain points are. Then craft the exact solution that they need.

For example, if your prospective clients are a professional urban couple in their 30s and 40s, and have a joint salary range of $250k to $325k, then your reputation and approach needs to appeal directly to them.

Position Yourself as the Answer
Provide value and establish yourself as having an in-depth understanding of the problems your clients are looking to solve. Then create and share the solutions through white papers, webinars, blog posts, presentations and networking events. This starts to attract a following, showing you as an industry leader. Eventually, prospective followers will be converted into paying clients.