Understanding Reputation Marketing

Regardless of where you are as a company, a reputation marketing strategy has merit if you are driving towards a particular outcome – valuation, scale, acquisition, profitability or even exit. These outcomes will most definitely come sooner and use less marketing capital under a thoughtful reputation marketing program.

On the surface, most assume they have heard of reputation marketing and know what it means. We’re not here to debate such things. The fact is, reputation marketing can be confused with reputation management or integrated marketing, depending on whether you have a PR or marketing perspective.

The easiest way to visualize this paradigm is to think of an inverted funnel (reputation) overlapping with a traditional funnel (leadgen). Every company starts out with this inverted funnel where their reputation is either absent or minimal. As they deploy a reputation-based strategy (considered a traditional reputation management approach), the brand gains credibility in the marketplace. It’s at this time that the leadgen funnel makes the most sense to deploy because the brand is recognizable. And so, search, ads and sponsored content all work more effectively.

Interested in a reputation marketing strategy, email dtrevelino@trevelinokeller.com.

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