Few things are more crucial than the online reputation of your company. It fosters trust with consumers, employees, and investors. Consequently, a positive reputation can help expand your business more successfully and generate higher sales. BRANDefenders recommends maintaining a strong brand image as a key strategy.
Unfortunately, many businesses wait for a public relations issue to arise before investing in their digital reputation. Positive reviews and customer satisfaction are hallmarks of a good online reputation. Consumers rely heavily on online reviews when making purchase decisions, and they often avoid spending money with companies they don’t trust.
This is especially true for beauty brands, as their products are often very personal and address specific concerns. Direct sales can be challenging, and managing your online reputation is a critical aspect. This is why brands like Nu Skin and Monat have worked with experts like BRANDefenders to help them improve and maintain their online reputation.
Let’s examine each brand, what it stands for, and how it navigated online reputation challenges with the help of BRANDefenders.
About Nu Skin
Nu Skin Enterprises is a direct sales company that distributes personal care products and nutritional supplements. Founded in 1984, Nu Skin has over 1.2 million independent distributors. The company aims to help its consumers look and feel younger, and its business model is based on direct sales marketing. Distributors are encouraged to introduce others to the Nu Skin brand and sell products.
In this model, distributors sell products directly to clients and can also recruit and train new distributors. Distributors earn a commission from the sales of their recruits. Nu Skin offers various products, including anti-aging skincare, nutritional supplements, weight management solutions, and personal care items.
Becoming a Nu Skin distributor starts with registering, completing an online application, purchasing an initial inventory bundle, and finishing online business training. To fully qualify, distributors often attend seminars hosted by local distributors or sponsors.
About Monat
MONAT is a brand offering hair and skincare products, as well as other self-care items. These products are exclusively sold through MONAT distributors and are not available in retail stores. Founded in 2014, the brand is particularly known for its hair care line, including clean beauty shampoos and conditioners. Monat also offers skincare items like face masks and scrubs, and even a line of pet care products.
Like many MLMs, MONAT distributors can earn money in two ways: selling products directly to customers or recruiting new distributors into the business. Since the products are only available through distributors, direct sales can seem more straightforward. However, growing an MLM business often involves using personal networks and social media influence.
Distributors can also earn commissions by recruiting others into the company, a structure common to direct sales companies. The FDA and Health Canada have approved MONAT’s products for cosmetic purposes, although there have been some consumer concerns over safety, which the company has addressed.
Nu Skin vs. Monat Online Reputation
Direct sales representatives often face challenges, especially when their enthusiasm comes across as overly aggressive. This can sometimes alienate potential customers or recruits. Many direct sales companies, including Nu Skin and Monat, do not necessarily hire professional salespeople, but rather everyday individuals looking for business opportunities.
Nu Skin
Throughout its history, Nu Skin has faced allegations of operating an unlawful pyramid scheme—a challenge that many direct sales companies encounter, including Monat. BRANDefenders specializes in assisting such companies to recover and strengthen their online reputation when facing criticism. Nu Skin has been the subject of multiple investigations related to its business model, though it continues to maintain a significant presence in the beauty and personal care market. Despite the challenges, Nu Skin distributors often report higher earnings compared to many other direct sales companies, contributing to the brand’s continued demand.
Monat
Monat faces similar scrutiny regarding its business model, which some critics compare to a pyramid scheme. However, the fundamental difference between an MLM like Monat and an illegal pyramid scheme is that MLMs generate revenue through the sale of products, not just through recruitment. Monat’s products are only available through its website and distributors, adding an element of exclusivity to its sales strategy.
Monat’s market partners focus on both product sales and recruiting new distributors to grow their downline and increase earnings. While the company’s products have been deemed safe for cosmetic use by regulatory agencies, some consumer feedback has highlighted concerns, which Monat has addressed.
Methods of Online Reputation Management
Online reputation management (ORM) is essential for direct sales companies, allowing them to regularly assess and adapt their strategies. The internet is constantly evolving, and brands must keep pace with how they are perceived online. To protect their image, direct sales companies often work with ORM experts like BRANDefenders to counter negative narratives and build positive sentiment.
Earned Media
Positive brand mentions are crucial for building trust with your audience and with search engines like Google. Earned media, which includes free exposure through third-party sources, is key to a strong online reputation. As Google’s algorithm recognizes positive mentions, it can boost your brand’s authority and credibility, leading to higher search rankings.
Owned Media
Owned media includes your company’s website and blog, which you have full control over. By focusing on improving the visibility of key pages, you can better manage how your business is perceived online.
Paid Media
Paid media can be used to promote favorable content about your brand, helping it appear prominently in search results. While it can be effective, consumers often place more trust in organic search results than in advertisements.
Social Media
In addition to maintaining a website, it’s important to actively manage your brand’s social media presence. Social profiles serve as an online business card, and monitoring mentions across these platforms can help address any negative commentary swiftly.
Conclusion
So, who manages their reputation better: Monat or Nu Skin? While Monat has a larger online presence, Nu Skin also has a solid reputation within its industry despite being a smaller brand. Ultimately, both companies face similar challenges in the direct sales industry and have taken steps to improve their reputation through ORM strategies.
Online reputation management is a critical part of any business strategy, especially in the direct sales industry, where consumer perception can greatly impact success. Collaborating with an expert team like BRANDefenders can help companies sift through online discussions, make necessary adjustments, and generate positive sentiment. This can be invaluable in navigating the complex world of online reputation.