Here at ReviewTrackers we help business owners collect and analyze their reviews from sites like Yelp, TripAdvisor, Google, Citysearch, YP.com, and more. Why? Because online reviews today are more critical than ever – influencing consumers’ purchase decisions and affecting businesses’ online reputation.
It’s one thing, though, to collect data – and another thing to make use of data in ways that drive your business performance. By this, we mean that you should take action, engage with your customers, and listen and respond actively to whatever they’re saying online.
In case you missed it, here’s a list of tips for responding to online critics. Today we’re adding to that list and letting you in on other creative ways to manage and respond to online reviews.
Update your website to incorporate online reviews
Gone are the days when copywriters and marketers were exclusively responsible for all the content on a business or brand website. Now, savvy business owners are adding designated spaces on their websites for customers and visitors to read and share reviews – or, in other words, for people not part of the company to generate and post their own content.
Beauty brand websites, for example, are incorporating reviews as a regular feature of their digital channels in order to drive performance and boost revenues. What does this achieve, you ask? Well, for one, it allows you to position yourself as a company that values customers’ opinions and feedback, embracing reviews instead of fearing them. It also helps personalize your online presence in ways that facilitate purchase and even instill customer loyalty.
Don’t be afraid that an unhappy customer might leave a negative review or comment. If they do, respond to it immediately and directly – and always say thank you to those who have spent the time to share what they think of your business.
Respond publicly, like in blog posts
You’re probably already doing a great job responding to online reviews on sites where your business is listed: Yelp, TripAdvisor, Google+ Local, what-have-you. But don’t stop there. Read the text of your reviews, identify common issues that customers are prone to raising, and find ways to resolve these issues.
Then ramp up consumer engagement levels by posting responses on your company blog. Why? Because these help populate the Web with content that you can control. It also gives you a unique (and more permanent) platform where your responses don’t get lost amidst the constantly updated feeds of reviews, comments, and ratings.
Generate more video content
Just like blog posts, videos can boost your online presence and enhance your visibility in search engines. More importantly, online video content serves as a key component of today’s multi-channel marketing mix. You can use it as an asset in so many places: on your website, your review site profiles, your social networks, your mobile channels, your E-mail campaigns, and even your in-store materials.
So what should your videos be about? Let’s look at some options:
- Customer testimonials
- Humor pieces
- Video reviews
- Video responses to reviews (see this awesome example)
In today’s multi-channel landscape, there are so many ways you can effectively manage your reviews and reputation. To stand out and gain a competitive edge over competitors, you just have to be creative. For more tips, check out: “Best Practices for Responding to Online Reviews”.