How to take your reputation management strategy to the next level
Most brands realize why reputation management matters so much: With the proliferation of platforms like Yelp and TripAdvisor, everyone is now a critic — and the reviews customers give your business impact how search engines and prospective customers make decisions about your brand every day. If you’re not building a great experience across touchpoints, and internalizing feedback customer reviews, you’re likely leaving revenue on the table.
But if you already know that it’s important to monitor and respond to your business reviews, what’s next?
Here are three tips for taking your business’ reputation management strategy to the next level.
Use sentiment analysis to improve your business insights
Sentiment analysis refers to identifying opinions or feelings expressed in a piece of text or speech. The goal of sentiment analysis is to determine if the attitude toward a particular product or business is positive, negative, or neutral — and to react accordingly.
Why does sentiment analysis matter to your reputation management strategy? Because gathering information about how customers feel towards your brand (i.e., what words they used in a tweet, how they asked Alexa for your customer service number) can help you specify your response and provide a better customer experience. It helps you stay a step ahead when targeting customers with the right experiences — as well as potentially even anticipating negative reviews, helping you salvage the brand relationship with disgruntled visitors. Sentiment analysis can take your understanding of what your customers are saying about you online to the next level.
If you have the proper tools, sentiment analysis allows you to analyze customer feedback at scale to understand how it’s actually impacting your ratings and reviews.
Leverage competitive intelligence to understand how you stack up against the competition
Most marketers know the value of competitive intelligence, but you’ll drive more ROI if you put that information to work with concrete metrics about your star-rating, which of your locations are performing best, and how your review volume has changed over time. Understanding your review performance relative to your competitors is key to winning and maintaining business.
That said, building a comprehensive strategy for a multi-location business can be time consuming, particularly if you’re starting from scratch. If you’re looking to streamline the process, there are solutions on the market that can help you learn how your rating, review count and more
Help your business stand out in new search experiences by generating more reviews
Google now requires that you generate your own reviews directly from your customers that live on your website in order to show ratings in organic search results. Additionally, reviews help power recommendations across many AI-powered search engines and services. If a customer asks Alexa or Siri for the “best burger near me,” it’s reviews that inform that “best” term.
The good news is that generating new reviews is easier than it sounds: according to research by SEL, 70% of consumers will leave a review if you just ask. You can start by simply asking your customers at checkout if they’re willing to write a review for your business. It’s never okay to offer rewards or incentives in exchange for reviews, because you want authentic reviews from real, loyal customers. But following up with repeat customers in-app or via email to ask for a review is fine and certainly helpful — provided you don’t ask too often, as this could annoy the very customers you’re trying to attract. Learn how to create a more effective review response here.
Even if you have a lot of reviews across platforms, new, specific reviews are an important part of your reputation management strategy because they help keep your business relevant — and give your customers the up-to-date view they seek.
Looking for a tool that can save you time when it comes to generating more high-quality reviews? Yext Review Generation, part of Yext Reviews, can help you collect first-party reviews from customers, add those reviews to your website, and more.
Download the free whitepaper to explore how to effectively monitor and respond to your reviews to understand and improve your online reputation.
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