In the world of e-commerce, the products you sell are either made in a factory or by your own hands. At the same time, a brand that represents the products you’re selling is created in the realm of your mind. It’s so easy to put a price on the products you sell but you can’t know the true value of them. Your customers’ perception lets you assume what is the real value of your products and brand’s position at the market. Your reputation allows you to add value to your brand and transmit that value to your customers through the right marketing tools.

Customers don’t just buy products because your brand promised them something. They buy because of the values that your brand represents and their experience with your brand. They buy because your brand has a good reputation. This means not only “good things” about your brand that have been overheard but also overall good customer experience. Nevertheless, far too often, e-commerce stores create smash-up between their brand and their reputation.

When this collision between the two components happens, it greatly damages the company’s credibility and authenticity in the minds of its customers. This matters even for the most loyal customers. Some of the most damaging factors that may impact your online reputation are so minuscule, that it’s hard to believe business owners really make these types of mistakes:

  • Misleading Domain Names: When a visitor comes to your site, they should already have a good idea of what your site is about based on its domain name before the page even loads. Surprisingly enough, business owners often chose misleading domain names, fail and then start searching for available domain names again. When choosing a domain name, always remember to make sure it’s reflective of the products you’re selling. Otherwise, your visitor may leave your site before you know it.

  • Poorly Written Content: Your e-commerce site is virtually the digital “storefront” of your business. Just like a brick-and-mortar store’s facade needs to be attractive, so does your website. Poorly written content will make visitors question your site’s authority, seriousness, and even safety. If the content on your site has grammatical errors and content that isn’t relevant to your target audience, they’ll leave your site. Before posting content run it through online grammar editor, and afterward, make sure you attribute it to the right blog category. 

  • Lack of Response: When visitors buy products from you, whether they have a good or bad experience, it’s your responsibility to respond to any query, comment, or concern they have. When you fail to respond to your customers, it makes them feel like they are not cared about. Online shoppers want to have just as good shopping experience as in-store customers so don’t make them feel like you’re just out to get their money. Otherwise, they will give their money to someone else. Marketing Land states that customer service is the most important factor that impacts a customer’s trust in a business.

Build Your Brand the Right Way, With the Right Tools

Social media and other marketing tools and techniques are the main sources that give companies opportunities to engage with their customers and get to know them better. 

These tools allow them to enhance their brand’s reputation through marketing. YouTube is a great marketing tool to grow your e-commerce business. Likewise, some business owners see it as a loop for customers to publish their negative reviews and comments. Indeed, one single bad review can do a world of damage to your brand. 

Why do you think business owners fear negative comments if their products are fine? The reality is, you’re not going to be able to please every customer you get so it’s important to just do your part in producing quality products. In addition to that, the best way to manage your brand is to have the best tools at your fingertips. Take a look at some of the best marketing tools that not only grow your business outcomes but also strengthen your brand’s credibility and influence.


Percolate is software that allows you to manage all of your brand’s marketing efforts in one hub. Your marketing campaigns, content creation, or if you simply need to store important files, Percolate is a great tool for all your marketing strategy needs. The software takes into account such factors as your target audience along with your business goals and objectives. Plus, it provides users with a cross-channel marketing calendar that makes planning easier and makes content sharing from social media much easier.


HootSuite is a social media management platform that lets your brand sync all of its social media accounts to a simple interface. The major social media platforms like Facebook and Twitter are supported by HootSuite, making it easier to share content and even schedule posts in advance in case your schedule won’t allow you to.

From a reputational point of view, this platform is great for keeping track of customer feedback, positive reviews, and comments, and monitoring social media accounts.


Cision is a tool that’s less focused on reviews and feedback but more focused on the public relations side of things. This particular resource gives your brand access to outlets that allow you to connect with major journalists, top social influencers, and bloggers who, without this tool, you wouldn’t be able to reach.

Better Business Bureau (BBB)

The BBB belongs to one of the oldest and most trusted marketing tools of consumer review management. BBB is the end-all resolution point of disputes between customers and brands. It has more than 4 million reviews for different companies. It has grown through the years to become a trusted and proven source of consumer opinion. If your business is listed on the BBB website and is labeled as an accredited business with an A+ rating, customers will really have faith in its credibility and trustworthiness.

Written by
Sarah Saker, Freelance Writer
August 2019