ReputationDefender EMEA Director Tony McChrystal is a specialist in online reputation management, public relations, digital privacy and crisis management. This article will explore the different ways that brands can leverage their online reputation to earn trust at each step of the customer journey.

1. How Does Reputation Fit
Into the Customer
Journey?
By Tony McChrystal
©Tony McChrystal

2. How Does Reputation Fit Into the
Customer Journey?
ReputationDefender EMEA Director Tony McChrystal
is a specialist in online reputation management, public
relations, digital privacy and crisis management. This
article will explore the different ways that brands can
leverage their online reputation to earn trust at each
step of the customer journey.
Trustworthiness, credibility and authority are integral
components in the customer journey, which actually
begins long before the sale is closed. Whether viewed
as a lifecycle or funnel, the process typically
comprises five basic phases: awareness,
consideration, purchase, service and loyalty.
©Tony McChrystal

3. How Does Reputation Fit Into the
Customer Journey?
The first step on the customer journey is making
consumers aware that the business exists. A great
reputation makes it easier for potential customers to find
a business online, impressing them, piquing their interest
and inspiring them to learn more. Where a business lacks
an online presence, or worse, is associated with negative
content, this can have a significant bearing on its
attractiveness to consumers and ultimately its
profitability.
To increase their online visibility, businesses should invest
in developing a fast-loading, easy-to-navigate website
packed with up-to-date information, answering any
questions potential customers might ask. Detailed
descriptions of offerings, customer reviews, testimonials
and an easy way for customers to reach the business are
all a must.
©Tony McChrystal

4. How Does Reputation Fit Into the
Customer Journey?
Building a Google Business Profile is an effective
means of helping a business to be seen. It is crucial to
take the time to complete all of the fields accurately
so that the entry looks professional and provides
maximum exposure. It is also important to ensure that
all contact information matches the listings on other
online profiles.
These days, businesses with zero presence on social
media stand out as unengaged and outdated. In
addition to creating a page, it is vital to post regularly,
interacting with potential customers via social media
channels and responding to any enquiries in a timely
and convivial manner.
©Tony McChrystal

5. How Does Reputation Fit Into the
Customer Journey?
Blog articles and guest posts are what buyers typically
see first when researching buying options. To draw in
the reader, articles must be well written, answering
their questions and presenting the publisher as an
authority in their space.
With almost 4 billion people connected to the internet
globally, there has never been a better time for
businesses to harness the power of blogging to get
their brand and products seen.
©Tony McChrystal