As a business owner, you may have heard the term "Reputation Management" and even know it pertains to online reviews of your business, but do you really KNOW what is being said about you in the online world?
Put yourself in the shoes of a consumer and think of the last time you made a purchasing decision for a restaurant, HVAC contractor, laptop, television etc.. What made you decide to choose one product or service over the other? If the answer is "online reviews" then the same can be said about your business. If you had to take off your "Owner Hat" and objectively pick a company in your industry, would you choose yourself? It seems ridiculous to ask as you sit and read this and say, "Of course I would choose myself! I have the best services around!" Lets dive into that scenario further.
According to a recent Bright Local survey:
Most surveyed said they look at 2+ review sites before making a buying decision. That is strong influential data when you think people will trust online views from total strangers to influence a buying decision.
Think about the long-term ramifications. The lifetime value of a customer lost or gained can significantly impact your business by a simple review process that you may be overlooking.
Now do I have your attention?
As a digital marketing consultant, I meet with many business owners. The first question I ask, "Is your business registered with Google?" My follow-up questions are, "How many directories is your business registered with where potential customers can, A) find you, and B) leave a positive or negative review? "How are you managing or responding to positive and negative reviews?"
Here is where it gets uncomfortable, and that's ok, as most business owners never really think much about what directories they are listed or what obscure review was left on a 2nd tier yellowpage directory.
Reputation Management is very much like Social Media Marketing. We strive for engagement with our audience on Facebook, Instagram, Twitter, Linkedin, so why not focus the same dedicated attention on Google Reviews, Facebook Reviews, Yellowpages, Yelp etc.?
Yes, you read that correctly! If people are not talking about your business, then you need to worry. The old saying is true... bad publicity is better than no publicity at all!
As a business owner, bad reviews are the golden ticket to prove you are engaged with your customers. It is still very important to have 4 and 5-star reviews, but an occasional disgruntled customer shows you are willing to try and make things right, and potential customers see that.
Too many 5-star reviews without any negative feedback also raises concern as we all know that just isn't realistic to think everyone loves you.
Engaging in dialogue on a Google or Facebook review can go a long way to instill trust in a customer/business owner relationship. It also allows a business owner to call out a bad reviewer who may be hiding behind a keyboard. Let's face it, some people like to be jerks and slam businesses for petty reasons, so stay on top of your reviews. Don't let years of hard work be ruined by a select few!
If I know a restaurant is going to comp my soup because it was ice cold does not mean the restaurant was bad, it just means a customer is warning the business, "Hey, I need you to do better!" It also allows honest feedback to make future experiences better.
Do you remember the toothpaste commercials where 4 out of 5 dentists approve? Did you ever want to ask the 1 dentist why he didnt? Thats an 80% approval rate and we still use Crest and Colgate toothpaste with an 80% approval rate. (We never got to interview that 1 doctor, wouldnt you like to know what his beef was?)
Now that the majority of society has smartphones in their hands, the first thing we do when searching for a business is do a Google search. In minutes, we can find out a ton of information on where to eat, where to shop, what hotels to stay in, and how much things cost. Then, we make a decision based on a few factors:
In the example above, if you are looking for an auto shop, TWP Motorsports edges out Platinum Motorsports by a small margin, but has DOUBLE the reviews and very frequent reviews across the board. As a business owner, you do not know how much business is lost by customers going through this process to choose you or your competitor, but rest assured, if you are sitting still and not managing your online reputation, you will be passed by.
As a business owner you need to ask yourself, "How much time do I have to monitor online reviews and search the internet for a negative review buried on a yellowpages website or search engine?" If the answer is "not enough time", then hiring a reputation management agency is the answer.
Do not allow your business to sit still hoping for something to change. Capturing online reviews from fresh customers is the best form of advertising. The benefits are endless because the impact of improving your online reputation can be immediate.
In closing, do an online search for your own business. Notice who appears in the Google 3-pack. Are you the obvious choice? If not, now you know what to do to improve your online reputation.
If you wish to learn more about how Online Reputation Management can make a difference in your business, contact Digital Curve Marketing today for a Free Consultation at: info@digitalcurvemarketing.com
Chad Alvarez is the Founder and CEO of Digital Curve Marketing and has operated in the digital space since 2006. To learn more about Digital Curve Marketing and their services, go to: www.digitalcurvemarketing.com
