Reputational Marketing, Part 4: Conclusions

Updated: Mar 29, 2019

As we are closing the series of blog posts about reputational marketing it is important to demonstrate some good and bad examples and make some important conclusions of course.


It was previously mentioned, but I will repeat it one more time: every review is important. Not only they allow you to fix any issues your company may have, but also connect you with your potential clients and gain loyalty from the existing ones. While people are still relying on the star rating and what others are saying in the internet, it is important for any business to be where their customers are and listen carefully to their opinions.


Now let's look at the examples.


Bad examples:


Not only did the owner of that place escalate the conflict, he also let the public know about his attitude. Never. Do. This. When taking the conflict offline keep in mind that people can take screenshots and release them for public to see. Don't harass, don't be defensive. Always stay professional and polite. Kindness always wins. If unsure in a negative situation, put yourself in their shoes and answer honestly: would you be happy if you received such treatment? Act accordingly.


Good examples:


Name +

Apologized +

Offered contact details to have a look into details of that situation +

Took it offline +


Just good.


What’s good about the last situation? That the owner politely explained to the customer that there are policies in the house and everyone should follow them. Preferably, he should have solved the issue offline by offering something to these people for travelling (a small discount, a dessert on the house, a glass of wine, etc.), so that they won’t be that furious. However, all together it is a good response for potential customers to see and demonstrates that they do not tolerate abuse of their rules.

A lot of people out there use the review platforms to get freebies, and honestly quite often they get what they want as businesses are scared to dip their reputation.


Conclusions:

1. You don’t need to address every single review on your platforms, however all the negative reviews should be responded to. Even if the feedback is fake. Even if it is not your fault. And especially if that’s your fault.

2. Create professional profile on the review platforms, upload a picture of yourself and claim your business. Take responsibility for that function and monitor them on a regular basis. Otherwise, there are plenty of companies that would help you with outsourcing.

3. Use drafted responses. But tailor them to each situation accordingly! Use person’s name, apologize, explain what happened, tell them the steps you take to solve the issue, offer a solution.

4. Be professional and open-minded, don’t argue. Remember, public comments are not for fighting. Your perspective clients will see your responses too. Search engines will populate and rank your ratings based on your reviews and what people are talking about. That’s why all the fighting should be taken offline and as soon as possible.

5. Timing is important. All the negative reviews need to be addressed within 24 hours of posting.

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