Online Reviews: Lifeblood or a Curse

It feels like the ultimate injustice: some wacko out of left field leaves a one star review on Google, citing some complaint that nobody on your staff knows anything about. All of a sudden, your business has 3.5 stars out of five, and your online credibility isn’t there anymore.

How Much Do Reviews Matter?

If you’ve ever shopped online, you probably know the answer. Research from BrightLocal suggests that 91 percent of people regularly or occasionally read online reviews. Furthermore…

84 percent of people trust online reviews as much as a personal recommendation.

49% of consumers need at least a four-star rating before they choose to use a business.

How Can I Control Reviews?

The key here can be your pipeline of quality reviews. If you make it easy to leave a review, and prompt customers/clients who you know are satisfied with the chance to leave a review, you’ll start generating a stream. Then it turns into a ratio in your favor. Think about it: most people only leave reviews without prompting when they are either really angry or especially happy. By generating your review stream, you have weight counterbalancing the outliers.

For example, if you get 100 reviews, a few 1-star reviews aren’t going to carry much weight in your overall score. But two one-star reviews out of ten with crush your rating.

Making a Review Stream

  • Automated emails
  • Automated text messages

Tools To Keep Reviews In Check

Banyan

This tool sends your clients a notification to leave a review. It asks if they had a good experience or a bad experience. If they had a good experience it redirects them to Google or Facebook to leave an actual review. If they say their experience was negative, it allows them to leave a review that can only be seen internally, by your office. Public profiles remain intact, and your business still gets reliable feedback.

Helpgrades

Similar to Banyan.

Responding to Reviews

In that BrightLocal survey, it was also found that…

30% named responding to reviews a key to judging a business.

Respond to reviews, positive and negative, to show your character, to show that you care.

 

 

By | 2018-03-20T18:54:57+00:00 March 20th, 2018|Reputation Management|0 Comments

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