Online Reputation Marketing involves a combination of strategies and techniques aimed at promoting positive content and mitigating negative feedback or reviews to enhance the overall reputation. Here are the key components of online reputation marketing:

1. Monitoring: Continuously tracking mentions of the brand or individual across various online platforms, including social media, review sites, forums, and blogs. This helps in identifying both positive and negative feedback promptly.
2. Review Management: Encouraging satisfied customers to leave positive reviews and responding to negative reviews in a professional and constructive manner. This helps in building trust and credibility with potential customers.
3. Content Creation and Promotion: Generating positive content, such as blog posts, press releases, testimonials, and social media updates, to highlight the strengths and achievements of the brand or individual. This content is then promoted to reach a wider audience.
4. Search Engine Optimization (SEO): Optimizing positive content to rank higher in search engine results, thereby pushing down negative content. This includes using relevant keywords, building backlinks, and improving website performance.
5. Social Media Management: Actively engaging with followers on social media platforms to build a loyal community and address any concerns or questions. Regular posting of positive updates and interactions helps in shaping a favorable online image.
6. Crisis Management: Having a plan in place to address and mitigate the impact of any negative events or publicity. This includes timely and transparent communication to manage public perception.
7. Brand Advocacy: Encouraging loyal customers and employees to become brand advocates by sharing their positive experiences online. This can significantly enhance the credibility and reach of positive messages.

The goal of online reputation marketing is to create a positive perception that aligns with the brand's values and goals. By effectively managing and promoting a favorable online presence, businesses and individuals can attract more customers, build trust, and ultimately drive growth and success.