Pass-Through Influence of Your Client’s Online Reputation

Most marketers understand the significant impact of online reputation, but many aren’t aware of ‘pass-through’ influence of a client’s reputation.

Pass-Through Influence of Your Client's Online Reputation

Many business owners understand that establishing and maintaining a positive online reputation is very important for their business’s success.

According to a study conducted by TripAdvisor, 97% of business owners agree that online reputation is extremely important for the success of a business.

While it is true that most businesses understand the importance of their own online reputation, many do not understand that their clients’ online reputation impacts their business as well. If you’re a business or individual who represents clients, one of the first things that you should do for them is make sure that they have a positive online reputation. Doing this will not only benefit them, but it will benefit you as well.

In this article, I will discuss the three biggest areas of impact that your client’s online reputation has on you and your business.

Your Own Online Reputation

Believe it or not, the clients that you represent can have a major influence on your own businesses online reputation. This is due to the guilt by association principle. The guilt by association principle is defined as guilt ascribed to someone not because of any evidence, but because of their association with an offender. For example, if a consumer sees that you or your business represents a client with a bad online reputation, they will automatically assume bad things about you or your company. Conversely, if a consumer sees that you or your business represent a client with a good online reputation, they’re automatically going to assume good things about you or your company.

One of the biggest factors that play into any company’s’ online reputation are online reviews written by real people. Even though it’s impossible for someone to have total control over what people say about them online, there is a way in which you can help minimize the risk of people purposely sabotaging your company with false reviews. The way to do this is through the use of database compliance and security. The last thing that you want for yourself or for your business is to be negatively impacted by people who are just out to get you, and have no other reason to ruin your business other than the fact that they can. Using database compliance and security can help you in this regard.

Although it may not seem fair for someone to make these assumptions about people or businesses based on what they read online, the fact of the matter is that people do, and therefore, you want to make sure that your clients online reputation is spotless so that it doesn’t negatively impact you or your business’s online reputation.

Client Trust

One of the most important things for any business to have is their client’s trust. If you don’t have a clients trust, then you run the risk of losing them as a client. If you’re in business with some shady companies or people, then your clients will naturally question you or your businesses morality and ethics as well. The old saying “you are who your friends are” perfectly depicts why this is the case. In the times that we’re currently living in, it is very easy for anybody to find out anything they want about a business. Due to this fact, it makes it that much more important to make sure that who you’re associated with aligns with you and your businesses morales and ethics.

Opportunities for New Clients

If you own a business, you’re always looking for new clients.

No matter how many clients you already have, and no matter how much money you or your business already makes, you’re always looking for more. Associating yourself with a company that has a negative online reputation definitely can make it harder to achieve this goal. Generally speaking, people want to do business with honest people. If your name is associated with a business or individual with a negative reputation, then a potential client might think twice about doing business with you.


In summary, making sure that you have a good online reputation is important, but it is not enough. You also need to make sure that all of your clients have positive online reputations as well or else it could be hurting your business.