Although often overlooked or forgotten about, online reviews play a very important role in creating and managing your company’s reputation. Monitoring and responding to both positive and negative reviews in a timely manner are necessary, but sometimes resources get allocated to other projects and paying attention to reviews falls down the list.
If this sounds familiar, here are 5 tips to help you stay on top of reviews:
- Know where reviews can be found. The most common B2B business review sites are Google reviews, Facebook, Glassdoor and Yelp. For consumer businesses there are countless online sites capturing reviews such as Amazon. Do an online search of your business and your competitors to see where reviewers gravitate.
- Make the time. Designate at least 30-60 minutes each week for one specific person to monitor and be responsible for responses. This person should have a good understanding of the company’s mission, values and voice, as well have strong communication skills to represent the brand positively.
- Respond to negative reviews. Responding to a negative review is important as it may impact the reviewer directly, but it also shows prospective clients that you care and are committed to your business and service. Try to remedy the situation and never blame the reviewer. Listen first, then let them know you appreciate feedback and take it seriously. And try to refrain from discussing the nitty gritty details of the issue online Provide the reviewer with your contact information so the discussion can be taken offline.
- Respond to positive reviews too! Thank them for their time and business, and let them know you value their patronage.
- Start now. If you have neglected your online reviews, you should still address them, even if you feel they are very outdated. Go back as far as you can and answer the reviews. Let the person know you are sorry for the late response, then respond accordingly.
And don’t forget to ask for reviews from your customers. Successful businesses receive accolades from their clients regularly (e.g. email or calls commending team members or outcomes) and miss the opportunity to ask the customers if they would be willing to write a public review. It can be as simple as asking the question! Your best customers will likely be happy to give you an endorsement…just ask.
Tackling reviews can be a tricky issue – it’s hard NOT to take it personally when someone criticizes your business. Being communicative and taking the high road (especially in today’s online-centric world) is always the best course of action. If you’re still stuck, set up a call with yorCMO today and we’ll help make your reviews work for you! Contact Us!
About the Author:
Jamie is a results-driven marketing leader with 20+ years of success developing strategic plans and innovative multi-channel marketing programs. Over her career she has helped B2B organizations with all aspects of marketing, including branding, corporate communications, public relations, content strategy, web, marketing automation, social media, digital/SEO and event marketing.
Jamie is based in the Washington DC Metro area and has orchestrated go-to-market strategies for clients in the professional services, training, government, information technology and financial services sectors.