One of the most important aspects of a business is your reputation among consumers, with the advent of the internet information travels faster than ever, regardless of whether that information is correct or not. This not only leads to you being able to communicate with your customers more readily, it also leads to your customers being able to communicate with one another more readily. In the end it is a double edged sword, and knowing how to navigate it is important. In our make marketing work videos we go over reputation management, which is the last component under distribution tactics in the blueprint. For those worried about how they are perceived on the internet, let’s go over some of the things you need to know and do.
First is knowing where people will be talking about your business. Essentially, there will be talk all over, on social media sites, video sites, and forums, even when these sites may not have anything to do with your business. But the most commonplace people will look to learn about your reputation is on review sites dedicated to informing the consumer. These sites will vary depending on your business but some popular ones would be Yelp, and Google reviews. Now, once a review is posted, for the most part it is there forever, that may be daunting to deal with but it is the reality of the internet that must be accepted. Negative reviews can impact current customers through peer pressure, prospective customers and even B2B relationships, as one business may not want to tarnish their own reputation through association, so it is imperative that this is dealt with caution and care.
Even though bad reviews may not be removable, they can be dealt with through engaging in a dialogue. Many review sites allow the business to respond to claims, this is your opportunity to tell your side of the story, as well as show the public the character of your business. Try to leave out any emotions in your response, never insult the customer or make any snide remarks, stay on point and remain professional, just state the facts of the situation. If it was all the result of a misunderstanding and the wounds heal, the whole ordeal may be a positive for your business, as other customers will see how you handle things, and if they like it, it will bring them into your conversion funnel. In other words, both positive and even negative reviews can be an opportunity for sales.
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