*Did you know…
* Nearly 9 in 10 consumers browse online reviews sites to determine the quality of local businesses
* 39% of consumers report they regularly seek such information
* The majority of buyers value positive reviews over factors such as location and price
* Most consumers rate an online review as high as a personal recommendation
Positive reviews boost brand awareness, plump up the bottom line and elevate your company above the competition. That’s why every business owner must hone the skills needed to manage the company’s online reputation.
In the pursuit to generate positive reviews, steer clear of these no-no’s:
1. Hiring a company to compile fake reviews
2. Taking a mass-market, target-every-customer-with-a-template approach
3. Insisting every customer leave a review for an incentive
Have nothing to do with these increasingly common yet sketchy tactics.
Instead, focus on these result-producing strategies:
1. Keep your presence on social media up-to-date, fresh, and active. The 18-24 year-old demographic are especially likely to seek and leave product/service information and recommendations on social media. Interaction with followers leads to long-term relationships.
2.Encourage and control the conversation about your company on external review sites such as Yelp!, Google Places and Insider Pages. If it’s too quiet, get the conversation going. Participation is the key to guiding the direction of the chatter.
3. Dedicate a section of your website to reviews. Testimonials written by real people whose real, positive experiences with your company provide solid reasons for potential customers to see what you can do for them.
4.Seek feedback. There’s nothing wrong with a polite request for feedback from a happy/loyal/satisfied customer.
Note: a polite request does not involve begging, coercion or sketchy tactics. Simply directing clients to an easy to locate, simple to complete form on your website is acceptable.
Use these reviews to keep fresh content on the dedicated review section on the website. Especially shiny, glowing reports can be featured in the reception area, near the entrance, on the front counter – anywhere this free advertising will be seen.
5. Acknowledge and thank reviewers
Show appreciation for the time and effort put into an online review. Connect with the customer and express your gratitude for their support.
Pore over reviews – positive and negative – to discover patterns and vulnerable areas. Treat the insights gleaned from customer feedback like the golden nuggets they are. Share the finding with team members who can assist in brainstorming the next step.
Accept that bad reviews will happen and recognize that one or two negative reviews won’t ruin your reputation. Some people simply like to complain and everyone gets that. How you respond will determine how deep the negative comments cut.
An apology and a genuine attempt to fix the issue, without placing blame, is the best approach. Avoid a public, back and forth argument with a disgruntled customer. Encourage the customer to share additional details privately, via phone or email.
A positive online image means everything. As experts in the field of marketing, ASJ Partners has the tools to evaluate and make recommendations concerning your marketing strategies. Contact us today for a consultation.
