The beauty and beast that is online reviews. What is your online reputation worth?
Reviews. The largest and newest form of old fashioned word-of-mouth advertising. However, they are now completely public. With the potential to be viewed by hundreds or thousands of potential customers looking to find out about your product or service.
Gone are the days of a poor customer experience being relayed to a handful of ‘local’ consumers – giving you the possibility to show your side of the story and keep it “under wraps”. Things have changed…
97% of consumers search online for local businesses* and 88% of consumers treat online reviews, (by people they have never met!), as important as a personal recommendation**.
Online reviews, however ambiguous the source, have a huge effect on a potential customers psychological belief in your product or service. They are everywhere. Readily available personal opinions on you, your product or service.
Imagine having the same power to influence your future customers before they are your customers! Marketing can only do so much as it is poised to appear as a message from you, and not a faceless member of the public which, for some reason, the consumer relates to.
The importance of BAD reviews
Contrary to common belief, bad reviews are also significant to your business.
30% of consumers assume the reviews are fake if there isn’t a single negative review and 95% suspect censorship/fake reviews if they do not see a negative review***.
This shows that in order to maximise your conversion rate – you must deal with any negative reviews that may occur. Everyone understands that things happen. 95% of consumers will return to a business after a poor experience if it is handled quickly***.
Try not to fight or appeal every negative review that may be left as this could be counter-productive and adversely affect your conversion rate.
What should you do?
26% of consumers believe it is important, especially for local businesses, to respond to reviews*** – whether they are good or bad. A positive review, in my opinion, at least deserves a “thank you”, and a negative review, when answered in a diplomatic, honest way can counteract any negative effect on potential customers.
Therefore it is important to reply to all reviews. Give your business an online personality, an online ‘face’ showing you care for all your customers. Only replying to negative reviews makes it seem like you do not care about your good customers that have rewarded you with a positive review – all your energy is simply invested in counteracting negative experiences. This is the equivalent of the adage of naughty children getting more attention in the classroom than the good ones.
With so many platforms available for reviews, Facebook, Google, Trustpilot, Tripadvisor, Foursquare, Yelp…etc, it can be difficult to monitor, respond and manage your online reputation.
The solution
There are many tools on the market to aggregate your multiple review platforms.
Contact us today for a free consultation and advice on how to handle your online reputation! Remember, your ‘star’ rating is now the number one factor used by consumers to judge your business***.
*(Source: http://www.webprofitsconsulting.co.uk/local-online-marketing/)
**(Source:SearchEngineLand)
***(Source: https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews)