Why Reputation and Review Management is a Website Must-Have

The Importance of Reputation Management

Online management of your digital reputation is clearly critical to your website’s ability to convert visitors to customers. Reviews impact purchase decisions and they impact Google search results. While we cannot know for sure how much importance Google places on reviews, experts estimate that it is about 10%.

Google now includes your star review ratings in local search results.  If you have none, those that do will rank above you.  Look at these statistics and quickly realize the importance!

• 88% of consumers say that they trust online reviews as much as personal recommendations. (Source: BrightLocal)
• 97% of B2B buyers said that user generated content, like user reviews, is more credible than other types of content. (Source: Thismoment)
• 89% of users will make a purchase within one week of reading reviews. (Source: ReachLocal)
• Between one and three bad online reviews would be enough to deter 67% of shoppers from purchasing a product or service. (Source: BrightLocal)

Complex but Manageable

The opportunities available to consumers to review a brand, service or product are numerous. The number of search engines and directories that crowd the internet make it almost impossible to individually monitor your digital reputation.

Yext makes reputation management simple.  This is a service that groups all the most popular search engines and directories and provides a control panel that will list your business with a single entry. It will send you notifications of searches and reviews on your product, service, or brand. This process puts reputation management on automatic!

It also enhances your search ranking!
Here is a list of over 100 directories and engines in the Yext Network

Don’t Worry About a Few Negative Reviews

No business can expect to serve their market and not get an occasional poor review. This does not have to negatively impact your business reputation.

30% of consumers say that sites with a few poor reviews are more trustworthy than those with none.

Nevertheless, your goal is always 100% satisfaction. So, what do you do when you get a poor review. Well, if you are aware of and have access to your reviews, it is always recommended that you respond to both good and bad reviews. This is the cornerstone of excellent reputation management.

Now before you say you’re too busy to do that, remember that thank you notes can be easily automated. If people give you 5-star review, they are often excellent candidates for referrals or recommendations. Reputation management software now automates the review process.

When you respond, say something like: We at ABC company strive for 100% satisfaction. We regret that your experience was less than exceptional. We would love to have the opportunity to make it up to you and ask that you contact us for the opportunity to do so.
Combined with good or excellent reviews, this shows the audience that you care and are willing to make it right.

Requesting Reviews on your Website

Any marketer seeks return on investment (ROI) of their marketing dollar. Nowhere is this easier than with a reputation management system on your website.

This system, combined with the use of an automated listing service will not only give you complete control of your reputation management, but will ensure that each customer is provided an easy opportunity to give you a great review on the platforms of your choice, like Google, Facebook, and LinkedIn.

If the review is less than 4 or 5 stars, it is immediately sent to you so that you have opportunity to properly address the complaint before the review is posted to the web.

Gaining Control in the Digital World

Want to see a return on your Marketing Dollar? Do you agree that positive reviews lead to more business? Manage your Reputation by tracking and responding to reviews. See your business grow! The cost of a reputation management system is significantly less than the benefit of attracting and retaining business. It is an easy to implement and cost efficient way to smooth out the ups and downs in your business.

Your great reputation will spread across your online presence creating even more opportunity to win business. Don’t be a victim of poor reviews. Take control and manage the way you would if the customer was in front of you!

Authors note:
Dennis B. Ottey is President of DottDigital Marketing (dottdigital.net) in Frederick, MD and Owner Operator of Baltimore.SeoforGrowth.com in Baltimore, MD. He is a certified SEO for Growth Consultant, A Hootsuite Social Media Pro, a Certified Duct Tape Marketing Consultant, and a certified Yext Power Listings Professional.
Dennis is also a highly regarded speaker on Web Design and SEO with more than 20 years of marketing success.