Take Control: The Small Business Guide to Online Review Management
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Introduction to Online Review Management
Managing online reviews has become crucial for businesses. With the rise of review sites like Yelp and Google Reviews, customers are relying more on online feedback to evaluate a business before making a purchasing decision. This makes review management an important part of any website design and online marketing strategy.
In this article, we will explore what online review management entails, why it matters, and provide actionable tips for managing your online reputation.
What is Online Review Management?
Online review management refers to the process of monitoring customer feedback online and responding appropriately. This includes:
– Claiming online listings on sites like Yelp, Facebook, and Google so that you “own” your business profile pages. This allows you to directly engage with reviewers.
– Monitoring mentions of your brand across review sites, social media, and other channels. This helps you find new reviews and identify trends or issues to address.
– Responding to both positive and negative reviews in a timely manner. Quick responses demonstrate you value customer feedback.
– Encouraging satisfied customers to leave positive reviews on sites like Google and Facebook. More positive, credible reviews build trust and improve local SEO.
– Reporting fraudulent or fake negative reviews. Review sites have policies prohibiting false reviews from competitors.
– Analyzing trends in customer feedback over time to make improvements in products, services or experiences where needed.
Why Online Review Management Matters
Here are some of the benefits of actively managing your online reviews:
– More 5-star reviews increase visibility and drive sales. According to BrightLocal, 86% of consumers now read online reviews, and 88% trust them as much as personal recommendations.
– Quick, helpful responses to negative reviews reduce damage to your reputation. And by addressing specific issues mentioned, you show a commitment to improving.
– Reviews factor into Google local search rankings, so more positive customer experiences can improve local SEO.
– Competitor comparison tools on sites like Yelp let shoppers instantly see how your ratings and reviews compare within your business category. Standing out favorably brings more opportunities to earn new business.
In short, by prioritizing online review management as part of your website design and digital marketing strategy, you ensure customer feedback works for and not against your business. The benefits for reputation, visibility and increased sales make the effort well worthwhile.
Strategies & Best Practices
Managing online reviews requires adopting customer-centric habits and processes as standard operating procedure. Here are some best practices any business can implement:
Monitor Review Sites
– Set up alerts and notifications so you never miss relevant reviews on sites like Google, Facebook or industry-specific sources. Keep tabs on competitor pages too.
Claim & Optimize Online Listings
– Officially register with review sites like Yelp to claim your business profile. Fill out all listing details, add photos, respond publicly to all reviews and analyze data on the number of reviews, average star rating benchmarks and key phrases used in reviews.
Make Review Collection & Management Part of Your Process
– Train staff to invite happy customers to leave reviews and make providing feedback channels easy in store, on receipts and in email outreach. Designate review management responsibilities across your team.
Respond Quickly & Personally to Reviews
– Set goals for review response times, such as 24-48 hours. Reply publicly thanking happy customers and personally resolving issues for dissatisfied ones. Avoid spammy-sounding template replies.
Address Root Causes Mentioned in Reviews
– Identify common themes in less-than-5-star reviews, including slow service, billing confusion or product quality issues. Then make operational changes to improve in these areas and monitor reviews for positive changes.
Analyze & Report on Review Metrics
– Look at rating averages, the volume of reviews over time, positive vs negative sentiment ratios and review site traffic in analytics. Include online review data in reports to inform business strategy.
By taking a hands-on, analytical approach and embracing reviews as vital customer feedback, businesses can effectively manage their online reputation – and reap the rewards through better search visibility, customer loyalty and sales growth over time.
