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By BizFilings BusinessOwner’s Toolkit
It’s time to stop cowering in fear of negative reviews ofyour business that may lurk in the crevices of cyberspace. With consumersplacing such emphasis on reading online reviews before making purchase decisions, entrepreneurs must address review sites head-on.They’re not going anywhere any time soon.
Monitor Review Sites that MatterInitially, you’ll haveto spend a decent amount of time perusing popular review websites (which we’lllist below in a minute). But instead of devoting time to searching these sitesweekly for new updates, follow a systematic approach, such as:1. Create Google Alerts for your business and productnames. You’ll receive updates when websites—including review sites—mention you.You can receive them weekly, daily or in real-time.2. Prioritizewhich negative reviews you believe warrant immediate feedback.3. Spendtime establishing business accounts and keeping up-to-date on the most popularreview sites, including:- Yelp
- Angie's List
- Google Maps
- Insider Pages
- Viewpoints
- CNet Reviews
- Amazon.com/Third-Party Reseller Sites
Avoid an Online Review DebacleBefore you begin makingimprovements, know what can make a bad situation worse:· Don’t write reviews yourself. Consumers can spot owner-written reviews amile away. And even if you've fooled a few people, many sites havesophisticated filters designed to flag and reject these posts. The practiceviolates nearly every review site policy. · Don’t solicit reviews from customers. A sudden rush of positive reviews will alsoinitiate review sites’ filters. Incidentally, those filters can hide positivereviews you didn't solicit, leaving you worse than when you started.· Don't offer compensation for writing reviews. Nearly every review site forbids thispractice. In turn, some customers will take offense at your request, perceivingyou as a dishonest entrepreneur, and report you. Make Online Reviews a Trophy Case for YourCompanyWhile it may seem like all the restrictions review sites place uponbusinesses have left you without any options, you have a number of best practicesat your disposal:· Stopnegative reviews with great customer service. Determine what negative reviews have in common and addressthe issue in your business. The best way to create more positive reviews is tocreate the most positive customer experience within your power.· Navigatethe fine line of encouraging people to visit your company profile on reviewsites. There’s an important difference between soliciting reviews and telling customersto promote your profile. Review sites allow and encourage you to spread theword about your online presence. Capitalize on that difference.· Respondpromptly (and professionally) to any negative reviews. Apologize for theproblem. Explain how your business operates, and take blame if the customer waswronged. Provide contact information and encourage the reviewer to get ahold ofyou for a resolution.Remember, this is agradual process. But over time, you should notice an increase in inquiries andsales as your online review profiles become something to be proud of.
About Business Owner’s ToolkitWith an emphasis on problem-solving dating back to 1995, Business Owner’s Toolkit™ (www.toolkit.com) offers more than 5,000 pages of free cost-cutting tips, step-by-step checklists, real-life case studies, startup advice, and business templates to small business owners and entrepreneurs. The site also offers a monthly newsletter, up-to-date news topics, and Ask Alice!, a column that closely follows industry trends and provides trusted advice to inquiring site visitors.
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