Customer reviews posted by users on various platforms such as Google My Business, Facebook, Amazon, Trustpilot, Foursquare, Yelp, or Trip Advisor can and will affect the way your business or brand is perceived. Finally, it may affect customers' final purchase decisions. That is why comments appearing on review sites should be managed, becoming an everyday task and part of a marketing plan.
Online review management – what is that exactly?
When customer feedback appears online you can either don't care or, preferably, notice it, analyze it, and take some action, such as responding to it and discussing its details. What is more, you can ask satisfied clients for reviews. The most important thing while answering is to use personalized and unique messages, be valid, and respond as quickly as possible – especially when negative reviews are considered.
This all is directly linked to the notion of reputation, which is the main goal of review management. The perception of the brand by the general opinion positions it among the competition. It affects key business areas, such as sales, marketing, and employer branding. It takes a long time to build a good reputation, but it can be lost quickly.
You might wonder why we talk mainly about online reputation, skipping opinion in offline. Definitely, it is not that we shouldn't care but it is way more efficient and easy to manage your online presence. Simply, the time invested in search engine results and reviews appearing in various platforms provide a higher return on investment (ROI) than an attempt to find satisfied and dissatisfied clients in reality.
Online comments are visible to all internet uses and last... forever. Or at least until new positive reviews won't push it way down. The vast majority of customers check reviews before taking any action – buying a product or using a service. Thus, they have a direct impact on incomes. What is more, online reviews are crucial not only for global brands but also for local businesses.
Most importantly, you need to analyze all new reviews on our brand – and do something about it. You can use a management service to help you with that mundane task or do it manually. You need to remember that searching each and every site for comments is time-consuming and there is a risk of missing something out. Negative reviews are most urgent and need to be responded in the first place. But the brand is seen in a positive light when their representatives connect with satisfied consumers as well. That is the easiest way to build long-term, worthy connections.
Online reputation management
And that is why we come to a clue to all of this. Reputation management happens through the online review management mainly.
Constant review monitoring translates greatly into a brand image.
Many business owners have the tendency to diminish the role of online reviews, but marketing success and overall brand success may depend on them. Thus, it's worth considering to incorporate a reputation management tactic to your strategy.