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Fraudulent marketers are taking advantage of unsuspecting companies by offering bogus online reputation management (ORM) services. They begin with several promises, charge exorbitant fees, and get nothing accomplished. In most cases, the small business were taken advantage of and left worse than before.
These people are giving legitimate reputation management services a bad name and need to be stopped. Unfortunately, I’m not a white knight and I don’t have a sword, but I do have a computer and a keyboard. So, here are four “promises” that should immediately raise a red flag when dealing with reputation management companies.
Promise 1: “ORM Removes Negative Search Results”
A company that claims they can remove negative search results is lying as the only companies who can truly remove search results 100% of the time are the search engines.
Legitimate ORM companies successfully manage negative search results by finding unique ways to create and promote positive search results. In addition, they work with you on how to truly fix the problem opposed to hide the problem.
Promise 2: “ORM Is A Quick Fix”
Several clients seeking online reputation management are usually looking for an overnight fix and they are willing to pay a premium for it. ORM companies know and abuse this by offering overnight fixes for desperate clients. Unfortunately, it is impossible – even with a large budget.
However, there are specific action plans that can be implemented where you do start to see results the following day. Here are some examples:
- Post an official response to the negative review
- Contact the negative reviewer in an attempt to solve their issue
Promise 3: “ORM Uses Secret Tricks and Expensive Tools”
Nothing about online reputation management is a secret as all of the information and tools are either free and/or inexpensive. Legitimate ORM companies are selling experience and connections.
Here are some examples of ORM tactics that improve with experience:
- Addressing negative criticism on forums
- The art of working with unhappy customers
- Creating link-worthy content about your company
The above list is no where near exhaustive, but remember, ORM companies are in the business of selling best practices and connections. Never fall for “secret” or “expensive” tools.
Promise 4: “We Have Relationships With The Search Engines.”
If a ORM company mentions they have relationships with the major search engines such as Google, you should immediately hang up the phone or delete the e-mail. Period.
The Bottom Line
With all unknown industries, there will be companies trying to extort money from hard-working companies. I wrote this list as a mere introduction to the sleazy tactics some online reputation management companies are using to obtain clients.
Have you come across any shady ORM techniques? Post them in the comments.
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