Retargeting is one of the most powerful tools available to online marketers today. Tracking cookies have made it possible to advertise to people only under very specific conditions. You can display advertisements only to people who have searched for your business’s name on Google, for example, or to people who have visited your business’s website. Many of the world’s most popular websites belong to advertising networks that utilize retargeting, since displaying retargeted advertisements earns publishers a great deal of money.

So, how should you utilize retargeting as a reputation management technique? First, create a banner or rich media advertisement that portrays your company as highly professional, competent and trustworthy. In other words, you want to create an advertisement that portrays your company as exactly the opposite of anything that a negative review might state.

Next, simply add your advertisement to a network that uses retargeting. Some of the most popular retargeting networks include AdRoll, Perfect Audience and Chango. Facebook and Google AdWords both utilize retargeting as well. Target the advertisement to people who have searched for your company’s name, visited your website or viewed the negative review.

Utilizing retargeting as a reputation management technique probably won’t have much of an effect on your sales figures in the short term. However, cultivating a positive overall impression of your company can pay great dividends over the long term. By displaying an image that portrays your company in a positive light to people who have already shown an interest, you’re subliminally sending the message that your company is trustworthy and the negative reviews are false.