The New Word-of-Mouth: Online Reviews
Word of mouth is the cornerstone of local business marketing. Unfortunately, too many local businesses do not control their most prominent venue for word of mouth marketing: online reviews.
How important are online reviews for local businesses?
BrightLocal recently published its annual "Local Consumer Review Survey (2017), and the numbers confirm a simple fact: online reviews are the new word of mouth.
Here, in BrightLocal's words, are five key findings from the survey:
Claim Your Business on Facebook, Google My Business, and Yelp
Most brands take advantage of social media platforms, like Facebook, but many local businesses do not "claim" their businesses on Yelp or Google My Business. All three platforms, of course, offer consumers the opportunity to rate your business.
By "claiming" your business, you set up an easy venue for online reviews; you also exert a certain level of control over the reviews: you can, for example, respond to any review, especially negative reviews:
"Most people are just looking to be heard and will are likely to change their opinion of your company if given the chance," says Ryan Erskine, a senior brand strategist at BrandYourself. "If you never reach out to make amends, you don't give them that chance" (Source).
Facebook is fairly straightforward. For some brands, Yelp is a bit harder to navigate. Erskine says, "I strongly recommend companies put a Yelp strategy in place to use it to their advantage, otherwise they may find themselves dragged along for an unpleasant ride."
Read: "SEO for Yelp? How to Get a Top Ranking"
A Google My Business account is mandatory for any business, especially local businesses, yet many website owners do not even know this tool exists. Google My Business may be the most important venue for online reviews. You can also host Google reviews on your own website.
Alex Stepman, of Stepman's SEO, offers a Google-centric Online Reputation Management, which helps brands "leverage the influence of the key player in ORM."
"When claiming your Google My Business account," Stepman says, "pay special attention to your business category, so Google can help browsers who are looking for your type of product or service."
As we've noted before, too:
"The information you give to Google My Business is used to populate the local map as well as the knowledge graph, two powerful SEO tools. Beyond your website, your Google My Business account will likely offer your most visible presence on the web. So make sure you keep your information current: phone numbers, images, and hours should all be updated frequently."
Read: "SEO 101: How to Partner with Google"
Solicit Reviews
The best-reviewed brands online structure fine-tuned review campaigns that constantly solicit reviews (and respond to the reviews, as noted above). Software platforms can help a brand manage this process--from reaching out to customers to proactively responding to negative reviews, a practice commonly seen across the Internet, and especially on major brand websites.
Reaching out to known loyal customers is a great strategy, too:
"Let people know that if they really want to show their appreciation," says Mark Tuchscherer, president of Geeks Chicago. "Leaving a review can be very helpful for you company long term Most companies will see that this approach will get them a lot more reviews" (Source).
The Oldest Form of Reputation Management: Good Customer Service
Obviously, your reviews must reflect a good customer experience or any ORM efforts may be a waste of time. ORM can only take a local business so far. SEO can increase traffic to a website--and to a brick-and-mortar business. ORM can help manage reviews. But it is up to the business to ensure a quality customer service experience.
If you sell a quality product at the right price, you deserve customers. If you perform excellent customer service, you deserve repeat customers. However, you, the business owner, must honestly asses your business before choosing to optimize your website. Ask yourself these two key questions:
The first, obvious step: Treat people kindly. Treat each customer as if he/she were your most valuable customer. After all, you never know who might write your next review.
***
Beyond reviews, for more information on how to improve your local SEO, read: "Local SEO: Tips for Online and Brick and Mortar Success."
The information offered in this post is not typical of most Internet marketing companies. What separates Stepman's SEO from its competitors is a focus on human beings. ORM is not simply about codes and content--it is about understanding the motivations of actual people. If you want to speak to an SEO company with intelligence and empathy, call Stepman's SEO now: 215-900-9398.
How important are online reviews for local businesses?
BrightLocal recently published its annual "Local Consumer Review Survey (2017), and the numbers confirm a simple fact: online reviews are the new word of mouth.
Here, in BrightLocal's words, are five key findings from the survey:
- 97% of consumers looked online for local businesses in 2017
- 85% of consumers trust online reviews as much as personal recommendations
- Positive reviews make 73% of consumers trust a local business more
- 49% of consumers need at least a four-star rating before they choose to use a business
- Consumers read an average of 7 reviews before trusting a business - up from 6 last year
 |
| Word of mouth, the oldest marketing strategy, is now online |
Most brands take advantage of social media platforms, like Facebook, but many local businesses do not "claim" their businesses on Yelp or Google My Business. All three platforms, of course, offer consumers the opportunity to rate your business.
By "claiming" your business, you set up an easy venue for online reviews; you also exert a certain level of control over the reviews: you can, for example, respond to any review, especially negative reviews:
"Most people are just looking to be heard and will are likely to change their opinion of your company if given the chance," says Ryan Erskine, a senior brand strategist at BrandYourself. "If you never reach out to make amends, you don't give them that chance" (Source).
Facebook is fairly straightforward. For some brands, Yelp is a bit harder to navigate. Erskine says, "I strongly recommend companies put a Yelp strategy in place to use it to their advantage, otherwise they may find themselves dragged along for an unpleasant ride."
Read: "SEO for Yelp? How to Get a Top Ranking"
A Google My Business account is mandatory for any business, especially local businesses, yet many website owners do not even know this tool exists. Google My Business may be the most important venue for online reviews. You can also host Google reviews on your own website.
Alex Stepman, of Stepman's SEO, offers a Google-centric Online Reputation Management, which helps brands "leverage the influence of the key player in ORM."
"When claiming your Google My Business account," Stepman says, "pay special attention to your business category, so Google can help browsers who are looking for your type of product or service."
As we've noted before, too:
"The information you give to Google My Business is used to populate the local map as well as the knowledge graph, two powerful SEO tools. Beyond your website, your Google My Business account will likely offer your most visible presence on the web. So make sure you keep your information current: phone numbers, images, and hours should all be updated frequently."
Read: "SEO 101: How to Partner with Google"
Solicit Reviews
The best-reviewed brands online structure fine-tuned review campaigns that constantly solicit reviews (and respond to the reviews, as noted above). Software platforms can help a brand manage this process--from reaching out to customers to proactively responding to negative reviews, a practice commonly seen across the Internet, and especially on major brand websites.
Reaching out to known loyal customers is a great strategy, too:
"Let people know that if they really want to show their appreciation," says Mark Tuchscherer, president of Geeks Chicago. "Leaving a review can be very helpful for you company long term Most companies will see that this approach will get them a lot more reviews" (Source).
The Oldest Form of Reputation Management: Good Customer Service
Obviously, your reviews must reflect a good customer experience or any ORM efforts may be a waste of time. ORM can only take a local business so far. SEO can increase traffic to a website--and to a brick-and-mortar business. ORM can help manage reviews. But it is up to the business to ensure a quality customer service experience.
If you sell a quality product at the right price, you deserve customers. If you perform excellent customer service, you deserve repeat customers. However, you, the business owner, must honestly asses your business before choosing to optimize your website. Ask yourself these two key questions:
- Do you really sell a quality product at the right price?
- Do you excel in customer service?
 |
| Do you love your customers? If so, treat them like you do! [Photo Source] |
If you do sell a high quality product at the right price, and you do have a few bad online reviews, do not despair. A majority of bad reviews are customer service-related. If you currently have a one- or two-star review, you can improve your online reputation by improving your customer service.
The first, obvious step: Treat people kindly. Treat each customer as if he/she were your most valuable customer. After all, you never know who might write your next review.
***
Beyond reviews, for more information on how to improve your local SEO, read: "Local SEO: Tips for Online and Brick and Mortar Success."
The New Word-of-Mouth: Online Reviews
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Reviewed by penulis
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