Reputation management, especially online, is an important goal for anyone in business today. The growth and influence of customer reviews are part of this need. As it is, anyone with a smartphone can post their opinion – such as “Check-out too slow” – even while waiting in a long line at a retail shop.
Customer reviews not only impact the reputation of a business but also its visibility. According to “The Complete Guide for Reputation Management” published by Yext, Google responds to positive review content and looks for words like “best” and four-star ratings as it delivers search results. Also of note, 88% of consumers say they trust online reviews as much as personal recommendations.
The guide points to several principles for paying attention to the image that’s being created online. First, manage your reputation by being aware of your reputation. Spend some time in the search engine and with tracking tools to find out what’s being said about your company.
Respond to what customers are saying. If it’s positive, say thank you. If it’s negative, apologize and try to resolve the complaint. This activity can also help your overall rating. Furthermore, respond quickly. The better reputation goes to the one who listens and replies sooner rather than later.
Develop a process to encourage reviews. For example, encourage customers to leave a review through emails after a service or installation. Ask the service technician to plant the seed that this email will be coming before he leaves the home.
Along with customer reviews, there are other tactics you can pursue – both online and offline – to bolster your reputation.
By creating and posting quality content, you will add to your credibility. You’ll also be ready for search engines. When people find your company, they’ll find expertise. Along with blogs, images and infographics, you can create short videos where you share good tips with homeowners to build your authority and gain exposure.
Take that expertise you’re developing and share it with your community. For example, be a guest on a local talk show. Local TV stations often air news programs that feature community guests. Identify the areas where you have the most to offer their viewers – such as energy efficiency, clean indoor air, severe weather preparation and household safety – and get in touch with the host. If local radio programs book guests, try them too.
Similarly, you can share your expertise through a podcast interview. You may find that local media outlets, weather forecasters or civic leaders in your area have regular podcasts where they’d give you an opportunity to offer your input. (Or if you’ve got the time and energy, a gift of gab, a stockpile of advice for homeowners plus a few technical skills, you can start your own podcast. It’s as easy as getting a good microphone and editing software.)
Additionally, speak to local civic groups. However, if you’re not ready to go on the speakers’ circuit, you can join the groups to meet new people. Customers buy from people they trust, and they refer these trusted suppliers to others. Becoming an active part of your community will help you make connections for repairs, installations and referrals. The one thing about systems that run the home – everyone at some point will need the types of contracting services you provide.
Obviously, no strategy or marketing budget can overcome bad service and poor quality products. So none of this will help unless you’re committed to delivering a great customer service experience. But since you surely are, take the time to establish your credibility and get your name known.