Welcome to part 2 of a two-part series addressing online marketing. Last week we discussed the importance of being found early in search engines -- a concept called SEO (search engine optimization). This week we will visit the concept of "online reputation."
What are others saying about you?
Do you know what others are saying about your business? I don't mean what they are saying to their neighbors and friends, although that is important. I'm referring to the relatively new concept of local review Web sites that have become the new Yellow Pages for those who search for businesses over the Internet.
Let's say you are looking for a hair salon in Norman. You could open the phone book or Google "hair salons, Norman OK." If you choose the later, a Google search page will open with a map in the top left hand of the page, indicating where each of the top 10 salons are located. Those salons will be listed to the right of the map. Under each listing will be a link: reviews, directions, hours and more. By clicking on reviews you can read what others are saying about their experience with that business. Local review sites such as Google, Yelp, Citysearch and Yahoo! Local are rapidly becoming the "go-to" place for an ever more discriminating consumer population.
Don't ignore review sites
If you serve the local public and ignore these sites, you do so at your own peril. As a mentor of mine Keith Cunningham states: "The purpose for all marketing is to give your target market a reason to discriminate in your favor." With the proliferation of local review sites, you could very likely be the victor or the unaware victim of this facet of online marketing. This can be a terrifying proposition; but managed properly can become one of your best marketing strategies."
Reviews from happy customers can be one of your best new business sources. Negative reviews can be like broadcasting you have the Swine Flu virus. What's the answer? Overtly manage your online reputation.
By now you might be thinking: "With everything that I now have on my plate, how do I have the time and how do I acquire the skills to manage this?" I suggest the following:
· Become aware: Monitor your reputation by periodically going to the various local review sites and read what others are saying about you. This is valuable data for improving your customer experience, which is the sole reason they do business with you and not your competition. Sign up for Google alerts which can automatically alert you when your business is mentioned in a review, blog, or online document.
· Manage the reviews: Make sure you are showing up on local search sites (see last week's article). Then respond to the reviews, using as much of the "How to Win Friends and Influence People" tact that you can muster. Do not let uncomplimentary reviews raise your blood pressure no matter how scurrilous. Remember, you are involved in customer relations.
Respond to every negative review
You don't have to respond to every review. However, I highly suggest that you respond to every negative review, otherwise you send the message that you don't care, which only legitimizes the negative reviews and worsens your reputation. Thank the reviewer for calling this to your attention and explain how you intend to correct the problem. Never argue with a customer who posts a negative review.
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