What To Do About A Bad Review

What To Do About A Bad Review

Kyle Miller, Social Media, Diversified Marketing Strategies (DMS)

Where do you go when you are trying to make a purchasing decision or are looking for more information about something? The internet of course. According to Google – positive reviews and customer-business interactions improve organic visibility, which can be great for your business. The catch, though, is that you’ll have to learn how to manage the occasional bad review.

People expect transparency from the companies that they interact with. When a restaurant you want to visit does not have a Facebook or other official accounts, it’s sketchy right? What kind of company does not have an account these days? How are you supposed to know if the place is any good? What about their Yelp reviews? Do the other customer’s reviews seem reasonable?

Social media has become a powerful tool for both companies and consumers. It can be great for marketing or dangerous without proper management. Up to 93% of consumers say that online reviews have an impact on their purchasing decision, according to survey data from Podium.

Greater transparency and ease of communication has made it easier than ever to get your company in front of more eyes than ever. Unfortunately, that means negative reviews can be widely seen too.

Bad reviews and negative comments, wherever they may be coming from, can not only hurt your pride but more importantly they can really hurt your bottom line. As a business owner, you must be conscious of both customers and former employees as potential avenues of negativity towards your brand.

Most sites will not let you just delete a bad review. But you do have options:

  • Option 1. Turn off the reviews for the time being. The positive to this is that it is immediate. The problem is that all the other positive reviews also disappear. The bad review will always be there, but at least no one will see it.
  • Option 2. The bad review can be removed but it will take some time. If you want to delete a bad review, you must report it and wait for action on the site’s part. To do this, you will report the review and give the reason why you think it should be removed. There are a few questions you may have to answer and then you are at their mercy while they review the report. If they think it is an unfair review, they will contact you about taking it down, or take it down themselves.
  • Option 3. Most complaints come from an expectation that was not met in some way. A product was not right or was not on time, for example. An employee felt jilted on leaving the company. While particulars change, your actions should remain the same.
    • Reach out. Make the person feel heard by acknowledging their frustration. No one is going to be more honest with you than a disgruntled customer. And both customer and former employee complaints can give you valuable insight into your business and its processes.
    • Remember, negativity spreads fast on the web. It is critical to try to turn around unhappy clients/customers and former employees. Ignoring the problem or leaving it unresolved can cause it to escalate. In this day of hyper-connectivity, you never know which bad review could take off and go viral.
    • And maybe the most import part, follow up. Turning a disgruntled customer into an advocate takes compassion and effort.

 

Preventative measures

What can you do to help support your business? Invite your customers to leave reviews. You will find no better cheerleader than a very satisfied customer. 77% of users would leave a review if asked, according to survey data.  Generating and promoting your reviews should be a staple of every marketing strategy.

How do you ask without sounding desperate?

  • Be chill. You do not want your customers to feel like you are being aggressive or harassing them. Let them know that their opinions are important, they are helpful to other customers and especially useful to you as you try to improve your company and customer service.
  • Make it easy. Send them directly to your review page. If you are able, prepopulate as much of the information about their purchase as possible. The less effort they need to exert the more likely they are to leave a review.
  • Give them a little space. Do not try to get them to leave a review right away. Give them a little time to try the product and form an opinion before you ask. If you ask too early, you are running the risk of them not leaving a review and losing that opportunity, or even worse leaving a negative review.

A few other things you’re going to want to do to improve your business’s visibility online:

  • Claim your business.
  • Make sure the information on is up to date for your business.
    • Verify your location
    • Keep your hours up to date
    • Add photos
  • Become the expert. Different platforms are useful for different reasons at times. Learn which ones suit you best and focus your energy where it’ll go the furthest.
  • Monitor your online reputation and maintain it.
    • Address reviews.
    • Comment on good.
    • Resolve the bad.
    • Request fake reviews to be removed.

 

Reviews make a difference.

Online reviews have become a part of the shopping experience. Not only are we asking friends, family, or peers about our purchases, we are looking to complete strangers to provide a third-party opinion before making purchases both small and large. Your presence matters, now more than ever. Your ability to manage that presence proactively will help build brand recognition and reputation.

 

 


Most popular review sites based on traffic:

  • Google My Business
  • Amazon
  • Facebook
  • Yelp
  • Trip Advisor
  • Better Business Bureau
  • Yellow Pages
  • Manta
  • Angie’s List
  • Foursquare

Source: Vendasta


 

Category Features, IT & Tech