Take control of your online reputation before it takes control of you.
Almost all consumers check out online reviews prior to making a purchase and 63% indicate they are more likely to purchase from a website that has product reviews and ratings. These reviews, commonly referred to as social proof, have a huge impact on your business and bottom line.
Social proof offers powerful encouragement for hesitant shoppers, and it's often more effective than the most engaging sales pitch.
The challenge – acquiring these positive reviews.
Success with online reviews requires a multi-faceted approach that has to include stellar customer service and a truly amazing product.
However, getting your customers to relish in what you offer enough to leave a raving online review is just half the battle. You are always going to have the occasional detractor who is going to blast you online.
While certain industries, such as spas, restaurants and hotels are more affected by negative reviews online, the truth is, any industry can feel the burn of a less than ideal online reputation. In fact, 80% of consumers have reversed their purchase decision just because they read a negative review online. This can seriously hurt small and medium sized businesses.
There is hope.
Find out five tips to help increase your positive reviews while minimizing the impact and frequency of negative ones.
Encourage Customers To Leave Reviews
Even your most loyal customers may not review your business if it means they have to take time out of their daily routine. Yet, in some cases, all the motivation they need is the potential of receiving something in return. This can be a discount, coupon or even free item. On the other hand, you cannot flat out bribe your customers or pay for reviews (this is expressly prohibited by most review sites), but you MUST be proactive. Be creative, and make sure you tell them how to leave a Google review.
Reward Review Gathering Employees
Make part of your work culture for sales and customer service employees to solicit reviews from your customers. Think about using an incentive program for employees where they receive rewards for encouraging customer feedback. The fact is, a single, one-star increase on a site such as Yelp can increase your revenue growth by 5% to 9% percent.
Allow Dissatisfied Customers to Vent Prior to Leaving
Make sure you have an SEO friendly website, create a feedback for page directly on your own site, and give it to your customers directly at the point of sale. This will allow you to identify any unhappy customers. Be sure a manager follows up with the individual to address the issue. The key is to immediately react to the frustration prior to a negative review being left on public review sites.
Talk to Your Customers
While this may seem a bit obvious, it is worth mentioning. You would be surprised the number of businesses that don't do this simple action. Every time you, or one of your staff, interacts with a customer, request that they leave a review on a site (they can choose – Twitter, Yelp, Facebook, etc.). Be sure to request permission to send the customer a reminder via email, as well, with a link to all those sites for a review.
Dominate Conversations on Social Media
If a negative comment is left on Facebook or Twitter, take the time to turn it into a positive one. Regardless of if you respond publicly or privately to a customer, always respond. Be sure the issue is resolved and then request the customer changes the original comment. A proactive approach to social media comments can help you maintain a positive reputation in the community and with your customers.
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