Many business owners that I talk to let online reviews “just happen” and don’t have any real strategy or method for responding to reviews.
In today’s world, we all have the internet in our pocket. In fact, 97% of consumers use the internet to find local businesses and 3 out of 4 people who use their smartphones to search for something nearby end up visiting a local business within a day. And a whopping 88% of consumers trust online reviews as much as personal recommendations.
While advertising methods like radio, television, social media, print, etc. can work for small/medium-sized businesses, these can be cost-prohibitive for some, and also have challenges and a learning curve when it comes to targeting the right audiences with the right messages.
On the contrary, people searching for products/businesses and reading online reviews are more likely to be ready to buy. And online reviews (or the absence of them) have the great ability to persuade and convert (or push away) that customer.
When talking with business owners, many express frustrations with sites like Yelp. And many of those frustrations are completely sound. But, the fact is, Yelp isn’t going anywhere – and your consumers are on there. Also, two-thirds of reviews are 4 and 5-star reviews so most people are using those sites to talk about positive experiences. And when negative reviews happen (they happen to everyone), engaging with dissatisfied customers online can actually show readers your dedication to customer service. Plus, 70% of complaining customers will give the business another chance if their concerns are resolved.
How do you get more positive online reviews?
Ask. Here are just a few ways to ask:
– In-person, during the transaction.
– Add a note to the receipt.
– Add a card to the bag or packaging.
– On your website.
– In an email after the purchase.
– In a text.
– Use a reputation management platform to streamline your process.
How do you respond to negative reviews?
First, start by always responding. Everyone has a bad day and customers understand that. Here are a few tips:
– Be kind and respectful, even if the reviewer was not.
– Don’t take the review personally.
– Listen more than you defend.
– Make appropriate adjustments to your business. A lot can be learned from customer feedback.
– Keep it short and sweet. Thank them and let them know they’re heard.
– Take the conversation offline if necessary.
So where do you start?
Like most things in marketing, it depends. Google Reviews, for example, work across many different types of industries. However, Trip Advisor may only be relevant if you’re in the hospitality industry. Additionally, I always recommend that that you focus on a few targeted platforms where you can do well, rather than spread yourself too thin, trying to do too much at first.
While consumers have a lot of power when it comes to online reviews, businesses do too. It can be a relatively easy and cost-effective strategy for strengthening your brand’s online image. Comment below or email me at kelly@wildflamingomarketing.com if you’d like to chat about an online review strategy for your business!
