Tag: Reputation Management

Getting reviews for your small business is simple: offer the best possible product, service, and support, and customers will be more than willing to post a positive review for you. 

But is it that easy to get customer reviews? Not exactly.

Customer reviews are paramount to influencing key purchasing decisions. They’re social proof that builds consumer trust in your product or service and establishes your overall credibility. In fact, 49% of consumers trust online reviews as much as personal recommendations from friends and family.

In this blog post, we’ll examine seven key strategies for increasing word-of-mouth about your brand and helping you make customer feedback something you actually want to read.

Here’s a quick primer from Jessica on getting your online business listings in shape.

What is a Customer Review?

A customer review is an evaluation shared by a customer about their experience with your product, service, or business. 

These reviews can range from brief testimonials to detailed accounts of their interaction with your brand, covering aspects such as quality, customer service, usability, and the overall satisfaction level. 

In most instances, you’d find customer reviews on various platforms, including company websites, social media, and third-party review sites like Yelp, TripAdvisor, Google, and Amazon. 

Types of Customer Reviews

Text Reviews

Text reviews are written feedback provided by customers about their experiences with a product, service, or company. 

They’re the most common form of customer reviews, and they can vary in length and detail, offering specific insights into what the customer liked or disliked. Key features include:

• Detailed descriptions of customer experiences.
• Can include both positive and negative aspects.
• Offer specific feedback that can guide potential customers and inform business improvements. 

Star Ratings

Star ratings are a quick and effective way for customers to communicate their level of satisfaction with a product or service. 

They typically range from one star (indicating dissatisfaction) to five stars (indicating high satisfaction). Key features include:

• Provide a summarized visual indication of satisfaction.
• Easy for potential customers to interpret at a glance.
• Often accompany text reviews for a more comprehensive overview.

Video Reviews

Video reviews are shared by customers through video platforms such as YouTube, social media, or on product pages. 

These reviews can be particularly persuasive as they allow potential customers to see the product in use and hear directly from the reviewer, adding a layer of authenticity and trustworthiness. 

Video reviews often cover the unboxing experience, product demonstrations, and overall impressions, providing a comprehensive view of the customer’s experience. Key features include:

• Highly engaging and can showcase the product in action.
• Add a personal touch, making the review feel more genuine and trustworthy.
• Allow for detailed demonstrations and explanations.

Image Reviews

Image reviews consist of photographs posted by customers of a product or service, often accompanied by a text review. 

These images can show the product in a real-world setting, highlight aspects of the service, or point out specific features or issues. 

Image reviews help validate the claims made in text reviews, providing visual proof that can enhance credibility and influence purchase decisions. Key features include:

• Offer visual evidence of a product’s quality or a service’s outcome.
• Enhance the authenticity of written reviews by providing visual context.
• Can highlight aspects of a product or service that are difficult to describe in words.

8 Ways to Get More Customer Reviews 

1. Provide an excellent customer experience

There’s a direct link between happy customers and positive reviews. If you offer a poor customer experience, you can’t expect online reviews to be any different.

Delivering an exceptional customer experience at every customer journey stage should be your top priority.

In fact, if you ask at the wrong time, you could incur a low star rating and a fiery negative review.

Negative experiences, such as bad customer service, don’t take long to turn into bad reviews, so you’ll want to avoid them at all costs. When things go south, you can avoid a negative review by empowering your team to address the customer’s concerns immediately. Don’t let a customer’s contempt spill out onto review sites.

The best way to get reviews for your business is to offer proactive customer service.

Every moment counts, from greeting to product quality to order completion.

Long before a potential customer sets foot in a nearby restaurant found on Google Maps, their expectations are set by the personal recommendations left by past customers, the star ratings found in customer reviews, and any photos uploaded to the business listing.

Wendy’s is a great example of how a brand can build trust by addressing negative feedback and reassuring customers that appropriate steps will be taken.

By resolving customer issues early, you prove that you value their business. With customer satisfaction at the heart of your business, getting happy customers to leave positive reviews becomes effortless. At the same time, tackling negative experiences becomes easy.

Here are some simple tips to create a positive customer experience.

• Be helpful, even when customers aren’t.
• Offer incentives and discounts to loyal customers (give ‘em the pickle).
• Ask if you can do anything to improve your product or order.
• When you know a customer is thrilled, ask for a product review.

Before proceeding, ensure that all your bases are covered to deliver a customer experience that legitimately earns raving fan testimonials.

2. Choose key moments to ask for reviews 

Proactively asking for reviews can initially seem daunting, but a simple request can do wonders for your business. To be most effective, plan your request at the right time.

Don’t just ask for reviews following a conversion or new sale. Instead, select key moments when customers will most likely be satisfied with your product or service. For example, after successfully using your product or service, receiving excellent customer service, or reaching a milestone with your product or service.

Let’s say a customer purchases a new software product from your company. After using the product for a few weeks, they’re better positioned to determine whether they’re satisfied with its features and ease of use. You can email them for feedback or a review of your product on your website or a review platform.

Consider some passive ways to drive customer reviews, too. Examples include email signatures, automated customer surveys, and even recognizable badges on your site like TripAdvisor, Yelp, and Google Reviews. These tactful calls to action get eyeballs and clicks.

Here’s how Chewy uses automated email follow-ups to gather reviews from recent customers.

3. Simplify the review process

Leaving reviews shouldn’t be a complex process. The more complicated it is, the less likely customers are to write a review. Make submitting a review as easy and convenient as possible by providing clear instructions and direct review links with a clear call to action. 

A good practice is to ensure the review platform does not require an account for customers to leave a review. Customers find signing up annoying and tend to leave without taking any action. Also, offer mobile-friendly options since many customers browse and shop on their smartphones.

Be tactical in your approach. When requesting a review via email, include a link to the review page. When requesting in person, have a QR code or printed link available that customers can scan or tap to leave a review.

4. Use multiple review platforms

Using multiple review platforms is a great way to boost your visibility and credibility online. Potential customers trust a business with positive reviews across multiple platforms. You get:

• Increased visibility. The more places your business is listed, the more likely potential customers are to find you.
• Improved SEO. Review signals are a factor in Google’s ranking algorithm. Positive reviews across multiple platforms can help you rank higher in search results. Google reviews especially help your local SEO and attract a local customer base.
• Increased sales. Good reviews drive potential customers to purchase from your business.
• Improved customer retention. Review platforms simplify interacting and building relationships with customers.

Not all review platforms are the same. When choosing a review platform, consider your target audience and where they search for online reviews. For example, if you’re a local business, you should focus on platforms like Google My Business listing and Yelp. If you’re an e-commerce business, Amazon reviews are essential. And, if you’re a software company, Trustpilot and G2 are great third-party review sites for building credibility.

Additionally, monitor your business profiles to ensure they contain accurate information and don’t turn customers away when they want to review your business.

Must Read: The Complete Guide to Managing Your Business Listings

5. Scale review requests

Over half (60%) of buyers consider companies with at least 100 business reviews to be trustworthy. The higher the number of reviews, the better. Scaling your review requests is only natural, considering many buyers view more reviews as the gold standard of trust and quality.

Besides making it easy for your customers to leave reviews, you can automate your review requests using online reputation management software. This saves you a lot of time and effort.

Another good practice is following up with customers. If a customer has not left a review after a purchase, send them an automated follow-up email or SMS message as a reminder. Make this part of your email marketing strategy.

Pro tip: When scaling review requests, get authentic reviews from real customers. Avoid generating fake reviews or incentivizing customers to leave positive reviews. Amassing reviews in this way can actually negatively impact your brand reputation.

6. Reward loyal customers for their patronage

Customer loyalty is valuable, so it’s only fair to give your customers something valuable in return.

Bank on some of these ideas to incentivize the review process:

• Offer 10% off their next purchase.
• Give a free drink or appetizer when they leave a review on your restaurant.
• Offer the chance to win a gift card by leaving a review on Google or Yelp.
• Host a contest where customers can submit their most creative or helpful reviews to win prizes.

Appreciate customers who regularly leave reviews and encourage them to continue sharing their thoughts and experiences. For example, invite them to join your reviewers’ club to receive exclusive rewards like members-only content, discounts, early access to pre-launch products, birthday gifts, and more.

When offering incentives for reviews, be transparent and disclose the incentive upfront. Make it reasonable, as you don’t want to trick customers into leaving a dishonest positive review.

G2 makes it possible to garner authentic reviews while incentivizing the process quite well. Here’s a great example to follow. 

7. Personalize the review experience 

Personalization is key to winning customers’ hearts, especially when optimizing their review experience. When you treat them well, they feel valued and will go the extra mile to show their appreciation for the experience with you. 

For example, send a request to customers who recently purchased a new product and ask them to share their feedback. You can also ask customers who have interacted with your brand on social media or shown interest in a specific product category.

When personalizing review requests:

• Address the customer by name.
• Reference specific products or services the customer has purchased or shown an interest in.
• Explain why their feedback is valuable and how it’ll help you improve.
• Thank customers for their time and feedback.

Don’t forget to respond to reviews, whether positive or negative. Online reputation management software like Nextiva helps a great deal here. It eliminates manually responding to common reviews and even personalizes the review response.

8. Use online reputation management (ORM) software

Monitoring and managing online reviews and mentions from multiple platforms can be hectic. ORM software like Nextiva makes the process hassle-free and easy by allowing you to track customer reviews on a variety of platforms like Google, Yelp, Facebook, Twitter, and more.

Generating and sending personalized review requests and responding to reviews via email, SMS, or social media (all from one platform) is also a breeze with ORM software. Nextiva puts you one step ahead and allows you to embed positive reviews from multiple platforms into your business website and social media pages.

With Nextiva, you make it easy not only for your customers to leave reviews but also for yourself to effectively manage your online reputation.

Here’s an example of how a restaurant can use Nextiva to review, manage, and respond to multiple online reviews from a single platform.

Creative Ideas to Get Reviews for Small Businesses

If you’re just starting out or a small business, you most likely lack the resources a large company has to collect customer reviews. But fret not. The following ideas will help you connect more closely with your customer base and get some reviews going.

Review for a cause

Make your review request less about your product and more about the interests you represent, with the review being just one part of the process. For example, if you sell dog shampoo or cat food, alongside your review request, commit to donating a certain amount to a related charity, such as a volunteer pet care center, for each review you receive.

Customers feel encouraged to leave reviews, knowing you and they are supporting a good cause. Post photos of the organizations and pets on your social media page to reassure them that it is for a legitimate cause.

Give an advance thank-you gift

You can also send your regular or new customers a surprise gift along with their purchase and add a note asking them to leave a review. Mention that the gift is an extended thank you. This can help you get new reviews that maintain your product’s credibility.

Suggest a specific aspect for customers to review

Ask your customers to rate specific aspects and details of your product and service. For example, the product feature they like best, their shopping experience, or the delivery speed. This keeps reviews specific rather than general, the latter having little impact on potential buyers.

Create a social media challenge

Ask your customers to share a photo of them using your product, such as an Italian spice product in a children’s snack or your plain white shirt product for a Halloween party costume. Create a custom hashtag and give the post with the most likes a chance to win a special token.

Reviews Should Be Authentic, Fun, and Mutually Beneficial

Customer reviews not only strengthen your business but also inform customers when purchasing.

A sense of peer recognition builds trust and instills confidence in a business. Authentic reviews beat artificial, unethically solicited reviews anytime and provide value to you as a business owner and the buyers.

It’s not always easy to get customer reviews, especially if you’re a new company or brand. However, if you approach it strategically, you can start immediately. Ensure you give customers a good reason to put in a good word for you online and offline. 

It’s also about how well you can maintain that satisfaction and turn negative customer experiences and feedback into opportunities for improvement to make your customers feel valued.

Stay true to your values ​​by serving your customers in the best possible way. Your reviews will speak volumes for you – right from the start!

Every business wants to be the top choice in their industry, attracting both loyal customers and the best talent. But achieving this coveted status relies on one crucial factor: a stellar brand reputation.

A strong brand reputation isn’t just a vanity metric. It translates into real business benefits.

It makes it easier to win over new customers, fosters trust and loyalty, and positions you as the go-to option in a crowded marketplace. A great reputation even attracts top talent who want to be part of a winning team.

This guide will equip you with powerful brand reputation strategies to cultivate a top-tier brand image. We’ll discuss key steps you can take to build and maintain a brand that resonates with your target audience and gives you a competitive edge.

What Is Brand Reputation?

Brand reputation is the overall public perception of a company, shaped by the experiences and opinions of its customers, employees, industry peers, and the general market. It encompasses a brand’s trustworthiness, reliability, and emotional connection with its audience.

Unlike brand identity, which is the set of characteristics a company intentionally projects, brand reputation is the unfiltered response to how a company delivers on its promises.

According to an Edelman survey, 81% of consumers consider brand trust a deciding factor in their purchasing decisions.

Businesses consistently exceeding customer expectations with product quality, customer service, and brand experience build better customer trust and positive sentiment, which, in turn, drives brand loyalty.

Why Your Brand Reputation Matters

Building a strong brand reputation is an investment in your company’s future. It offers many benefits that contribute directly to your bottom line and long-term success.

Here’s why a positive brand reputation deserves your full attention:

• Customer acquisition: People typically do business with companies they trust. A positive reputation instills trust and loyalty, leading to repeat customers and positive word-of-mouth promotion.
• Competitive advantage: Your reputation sets you apart from the competition. It positions you as a leader in your industry, making it easier to win over customers and secure partnerships.
• Talent acquisition: In today’s job market, talented individuals have their pick of employers. A good reputation makes your company more attractive, helping you recruit and retain the best people.
• Sales & revenue: A strong reputation can command premium product and service prices. People are willing to pay more for brands they perceive as reliable and trustworthy.
• Crisis management: Even the best companies face challenges. A positive reputation helps you navigate rough seas. Customers are more forgiving of mistakes when they believe in the underlying brand.
• Positive online presence: Online reviews and social media presence are powerful in reputation marketing. A good reputation helps you manage your online presence and mitigate negative feedback.

How To Build a Great Brand Reputation

Your online presence across every relevant channel significantly influences your brand reputation. Prospective customers will search for your business online before engaging.

Because review sites and social media influence people’s views, you need to take control of your online image. 

So, how do you build a rock-solid brand reputation online? Here are several ways to boost your reputation. 

1) Define your brand identity

Your brand identity is the bedrock of your online reputation. Think of it as your personality. What are your core values? What makes you unique? What kind of image do you want to project?

Developing a clear mission statement and a consistent brand voice are essential first steps. Are you playful and approachable, or serious and authoritative? Let your brand voice resonate with your target audience.

Consistency is key here. A consistent brand presentation can increase revenue by a whopping 33%! Ensure all aspects of your brand, from your logo to your website design and social media messaging, reflect your carefully crafted identity.

Maybelline champions empowerment and self-expression through its brand identity. Their marketing campaigns often feature diverse models and focus on inner beauty alongside outer beauty.

2) Deliver quality products & services

To cultivate a positive reputation, you need to consistently deliver high-quality products or services. This means genuinely understanding your customers’ needs and exceeding their expectations.

Put quality control measures in place to ensure consistent excellence. Always be on the lookout for ways to improve based on customer feedback.

A PWC study found that a staggering 32% of customers would walk away from a brand they loved after just one bad experience. Quality is never an afterthought.

Online shoe retailer Zappos is legendary for its outstanding service. They offer a generous return policy, free shipping both ways and exceptional customer support representatives who go the extra mile to ensure customer satisfaction.

3) Provide exceptional customer service

Think about your own buying experiences. Have you ever stopped doing business with a company because of poor customer service? Statistics show that a whopping 7 out of 10 customers have!

Make customer satisfaction your top priority.

Use an omnichannel approach and be present across multiple communication channels such as email, social media, telephone, live chat, etc., to respond to inquiries and complaints professionally and in real time. Customers contact you through different communication methods and you have to make the effort to reach them at every touchpoint.

Regularly seek customer feedback and use it to improve your service. Consider implementing a customer loyalty program to reward your most dedicated patrons. Exceptional customer service shows your customers you value them, fostering trust and loyalty.

Chick-fil-A consistently ranks high in customer satisfaction surveys. Their employees are known for their friendliness, helpfulness, and genuine hospitality. This dedication to exceptional service has made Chick-fil-A a favorite among fast-food restaurants.

4) Engage with your audience

Get your marketing strategy right. Establish a strong social media presence on platforms your target audience frequents. Don’t just broadcast messages — have conversations.

Share valuable content, join discussions, and respond to comments and messages promptly. Encourage customers to leave reviews, testimonials, and feedback.

Build a community, not just a following.

Before diving headfirst into social media, pinpoint your target demographic. What platforms do they use? What kind of content resonates with them?

Actively participate in industry discussions to establish yourself as an authority. Consider hosting events, webinars, or live Q&A sessions to connect with your audience on a more personal level. This will help you build a loyal following.

MailChimp is a great example of social media done right. With nearly half a million followers across Facebook, Instagram, Twitter, and LinkedIn, they’ve cultivated a community through fun content and informative tutorials. Their followers feel like part of something bigger than just a company page.

5) Be transparent and authentic

Transparency and authenticity are essential for building trust with your audience. Be upfront and honest about your products, services, and business practices.

If mistakes happen, own up to them and take responsibility. Make sure your actions always align with your stated brand values.

Consider sharing behind-the-scenes content to give your audience a glimpse into your company culture. Don’t be afraid to show your human side.

People connect with relatable brands. In a world of corporate jargon, transparency and authenticity are a breath of fresh air for consumers.

Dove’s “Real Beauty” campaign challenged traditional beauty standards and celebrated diversity. This authentic portrayal of women of all shapes, sizes, and ethnicities resonated with a wide audience and helped Dove build a strong brand reputation.

6. Collaborate with influencers and partners

Collaborations expand your reach and gain brand credibility.

Identify influencers and thought leaders in your industry and opportunities to work together. Collaborate on content, events, or product launches to tap into their audience and gain exposure.

Seek out strategic partnerships with complementary brands to cross-promote and reach new audiences. For example, if you sell outdoor gear, partnering with a travel blog could help you reach adventure enthusiasts.

In recent years, outdoor gear company Merrell has effectively used influencer marketing to reach a wider audience of adventure enthusiasts and strengthen its brand reputation.

Merrell partners with travel bloggers and social media influencers who share their passion for the outdoors and resonate with Merrell’s target audience.

These influencers create authentic content featuring Merrell’s products, such as blog posts, videos, and social media photos showcasing Merrell boots and apparel in real-world settings.

This content allows Merrell to tap into the influencer’s established audience and credibility, promoting brand awareness and trust among potential customers.

7. Demonstrate social responsibility

People want to support companies that give back. So, if you’re passionate about a cause, whether it’s protecting the environment, fighting hunger, or promoting animal welfare, find a way to integrate that into your brand.

Here’s the trick: don’t just jump on a bandwagon. Focus on issues that align with your brand’s core values and resonate with your target audience. Maybe you can partner with a relevant organization to make a bigger impact.

For example: TOMS, the shoe company, built a whole brand around giving back. With every pair of shoes you buy, they donate a pair to a child in need. Pretty cool, right? People love feeling good about the brands they support, and TOMS nailed it.

8) Monitor and manage online reputation

Your online reputation is like your digital storefront window. Customers constantly check it out, so you want to make sure it looks good. Here’s how to stay on top of things:

• Listen up: Use reputation and social media management tools to track brand mentions across social media, review sites (Yelp, G2), and even news articles.
• Address the pain points: Don’t be afraid of negative reviews. The key is to respond quickly and professionally. Apologize for any issues, offer solutions, and show that you care about making things right.
• Turn fans into advocates: Make it easy for happy customers to leave you glowing reviews. Positive online reviews are gold. Showcase them on your website and marketing materials whenever you can.

Remember, almost everyone trusts online reviews as much as they trust recommendations from friends. So, focus on collecting those positive reviews.

9) Foster a positive company culture

The way you treat your employees can impact how customers perceive your brand. Think about it: if your employees seem stressed and unhappy, is that the kind of vibe you want to project?

Here’s how to create a work environment that fosters happy and engaged employees:

• Invest in your people: Offer competitive pay and benefits, and provide opportunities for your team to grow and learn.
• Empower your team: Give your employees the autonomy and resources they need to do their jobs well. Trust them to make decisions and solve problems.
• Recognize and reward: Show your appreciation for your employees’ hard work. Public recognition, bonuses, or even just a simple “thank you” can go a long way.

Google is famous for its awesome work environment. They offer free food, on-site gyms, and even cool perks like nap pods. Having happy employees translates into a positive brand image for Google.

10) Continuously measure and adapt

Building a strong brand reputation is a marathon, not a sprint.

Figure out what success looks like for your brand reputation and establish clear goals. Then, track key metrics like customer sentiment, engagement rates, and satisfaction scores.

Use reputation management tools to manage your online reputation easily from a single location.

Here’s an example of a reputation management platform in action:

Nextiva’s reputation management platform offers several features to help businesses measure and adapt their brand reputation, including social listening and PR monitoring dashboards, competitor analytics, channel and review analytics dashboards, customer sentiment analysis, CSAT scoring, and more.

These tools amplify customer engagement, nurture brand growth, and establish a vibrant online image.

You can also automate responses to reviews and send surveys to customers to quickly address negative feedback and improve customer satisfaction. A review dashboard with proactive management and strategies helps improve your online brand reputation.

Tips To Improve Your Brand Reputation

Small business owners and startups are often smart with their brand reputation management strategy. Limited resources warrant creating a brand that first appeals to its target audience and then steers them toward growth. Here are some ways small businesses improve their brand reputation and everyone can follow suit.

• Live your brand purpose: Make every business decision with your core mission and values in mind. This unwavering commitment to your brand’s purpose will build trust and loyalty, fostering a truly iconic reputation.
• Maintain brand alignment: Ensure all aspects of your brand, from messaging and visuals to company values, work together to project a clear, consistent, and authentic image.
• Work with brand advocates: Identify and partner with satisfied customers, influencers, and brand ambassadors. Empower them to share their positive experiences and authentic user-generated content through strategic public relations campaigns.
• Embrace customer feedback: Actively solicit and respond to reviews, both positive and negative. Use social listening tools to track online conversations and address customer concerns promptly. Leverage this feedback to continuously improve your products, services, and overall customer experience.
• Use SEO: Search engines are the primary way for consumers to discover new brands. Create informative, engaging, and high-quality content (blog posts, infographics, videos) that establishes you as a thought leader in your industry. Optimize your website and online content, so you can increase your visibility for relevant searches and attract potential customers already interested in what you offer. Also, promote it on social media and other channels to drive traffic to your website.

Final Thoughts on Brand Reputation

Building trust is essential, and this guide equips big and small businesses alike with valuable strategies. However, the online landscape is crowded. To stand out, you need a unique story.

Don’t get lost in the noise by trying to be everything to everyone. Use the tips here as a springboard, but remember: your brand reputation hinges on what your customers say, not what you say yourself.

Here’s why a stellar brand reputation is critical:

• Customers trust you more
• Top talent seeks you out
• Investors take notice
• Long-term growth takes root

The key is prioritizing customer advocacy and proactive online reputation management. A stellar reputation benefits everyone – you, your customers, and your entire team.

Technology That Propels Your Brand Forward

To put all the strategies above into practice, invest in the right communication technology that makes connecting with your audience hassle-free.

See how Spurs use Nextiva to modernize their communications system. From remote accessibility to tech flexibility — Nextiva helps the Spurs usher in a new chapter of the fan experience, enabling modern and creative ways to connect.

Building a robust online presence for your business doesn’t happen by accident; it takes a clear vision and purposeful action.

In 2023, companies aiming to leapfrog their rivals can’t simply let their brand take care of itself, nor can they chase every shiny new trend; those are quick ways to become just another face in the crowd. 

If you’re looking to maximize your company’s online presence, you must start with the essentials before moving toward modern strategies used by successful brands to protect their online reputation.

Keep reading to learn how to join these frontrunners.

Related: How To Build an Incredible Brand Reputation From Scratch

Why Your Business’ Online Presence Matters More Than Ever

The data speaks for itself: A 2023 Brightlocal survey found a whopping 98% of consumers turn to the Internet for information about local businesses, up 8% since 2019.

But with so many channels, platforms, search engines, and generative AI platforms like ChatGPT becoming widespread, where should a business owner start?

You guessed it: Google.

That same Brightlocal survey named Google as the most trusted review platform. In fact, 87% of consumers used it to check out local businesses in 2022.

Beyond Google, it’s important to monitor your online presence and where your customers are. Social media giants like Facebook and Instagram provide opportunities to connect with customers. 

Depending on your business’ niche, review sites like TripAdvisor, Yelp, and BBB can significantly influence consumer choices. Focusing on building your presence across the most important networks goes a long way toward building an exceptional customer experience.

Building Your Online Presence: The Basics

Boost search engine visibility with SEO

Did you know that less than 1% of users scroll past the first page of search results? Earning a top spot on search engine results pages (SERPs) isn’t just a badge of honor; it’s a necessity to ensure your business gets noticed.

That’s where search engine optimization (SEO) comes in handy.

According to Backlinko, the top listing in a Google search result has an average click-through rate (CTR) of 27%. Using SEO best practices can help you reach these lucrative search result spots.

SEO techniques include on-page optimization to ensure that your content aligns with the search terms customers care about. Quality mentions signal to search engines that your site is credible and authoritative. 

Google also takes into consideration the user experience. It’s no mystery that top-ranking pages and businesses attract the most positive customer reviews.

If you have your content marketing formula perfected, you’re likely to reap the rewards. SEO increases your visibility on search engines, amplifies brand awareness, bolsters website traffic, and can lead to higher conversions and sales. Simply put, it launches you ahead of your competition in a big way.

Claim and optimize online listings

Claim your company listings

The foundation of building an online presence includes claiming and polishing your listings on platforms like Google Business Profile (formerly Google My Business) and Yelp. 

According to FreshChalk, Yelp appears in the top five search results for 92% of Google searches, including city and business categories. Think of Yelp as a digital doorway, especially if you’ve got a brick-and-mortar business. To maximize your reach, start with Yelp and Google Business Profile before venturing onto niche-specific platforms. 

Optimize listings with great content and keywords

Next, upload vivid photos, craft engaging descriptions, target specific audience needs, and shoot the occasional video to give folks a peek behind the scenes. And always keep your operational hours up-to-date. 

With 76% of people searching on their smartphones daily for local businesses, keeping your listings current and enticing will lure more of them to your door.

And don’t overlook the keywords that your audience searches for. Approach your listings like you would your website: If you’ve conducted keyword research for your website, apply the same approach to your listings.

Utilize all free listing features

Employ underutilized listing features that many competitors might bypass, such as promotions, GBM posts, and Q&A sections. 

As Josh Pizarro, Google’s Strategic Partner Manager, puts it, “By not using all the free features Google offers, such as website creation, ad hosting, or GMB messaging, many businesses are missing out on business-building opportunities…regularly updated GMB profiles receive 5X more views.”

Build trust with reviews 

Have you ever browsed a restaurant’s Yelp page before trying their famous lasagna or sifted through Google reviews before purchasing those “most comfortable sneakers ever”? You’re not the only one! Platforms like Yelp, Facebook, and Google aren’t just digital communities; they’re where people get real. 

But understanding the importance of customer reviews is only half the battle. Go the extra mile by attracting glowing reviews and turning them into a loyal fanbase of customers. 

This is where businesses often miss the mark. It’s best practice for businesses to engage with reviews, whether they’re positive or negative. It demonstrates that you’re receptive and appreciate every customer’s journey. That extra step makes a difference, like that surprise “thank you” card that showed up in the mail. 

Leverage social media channels strategically

Recent studies show that 31% of consumers discover new brands through social media. But while its potential is undeniable, embarking on every social platform isn’t the key — strategy is.

It all starts with getting clear about who you’re speaking to. Understanding your audience’s interests, where they live, what they do, and where they spend most of their time online is paramount. From there, you simply connect with them using the right messages within their preferred channel.

Each channel has its own strengths and weaknesses. 

Deciding on which channel to build your online presence is as easy as identifying which one your target audience spends their time on. 

Likewise, each platform has its own specialties, ideal content forms, and sectors from which it benefits the most. Each network operates through its own content algorithm to show users the content they prefer, but we suggest not worrying about that. 

Instead, focus on producing content that your audience adores, promote it on the correct social media accounts, and the rest will follow.

Here’s what that looks like in practice: 

First, identify where your audience predominantly hangs out online. TikTok might be your playground if you’re a B2C brand with a Gen-Z audience, whereas LinkedIn could take a backseat. Conversely, posting long-form, serious content on Snapchat may not be the wisest course of action.

The strategy is clear: Match your social media profiles with your brand’s persona and audience.

Next, think about your content. Brands with a great social media presence show authenticity. They’re transparent, relatable, and consistently engaged. Incorporate a mix of images, videos, sharp industry insights, and influencer marketing. 

Foster connections through email

As social media engagement rates continue to plummet and X (formally known as Twitter) draws continued controversy, focusing on marketing channels that you have more control over is more important than ever.

Engaging with your email list is the best way to build more direct relationships with potential customers. Being consistent and adding value to someone’s day via their inbox helps your brand stand out to consumers.

The research backs this up: Email marketing regularly outperforms social media ROI, delivering impressive engagement metrics such as click-through rates.

Unlocking the Full Potential of Your Online Presence

Experiment with AI tools for content

It’s impossible to miss the rise of generative AI tools and apps. Major players like ChatGPT and Bard can significantly streamline your marketing workflow, save you time, and multiply your output.

Whether brainstorming social media marketing ideas for your content calendar or optimizing your website, there are endless business applications for generative AI. If you’re not already using these tools, know that your competition is.

Optimize for the new world of AI-driven search

Search and local marketing are not immune to the influence of AI, either.

Informational searches will likely be the most affected as users adapt to these changing technologies. It remains to be seen how online search will shift, but it’s best to consider how a decrease in organic traffic or ad revenue might affect your business.

On the bright side, AI-assisted searches streamline how consumers find relevant businesses. As Triton Commerce forecasts, AI will help deliver more accurate results based on the user’s past interactions.

The future looks promising, but it’s up to business owners to fine-tune their online presence and ensure they remain visible and ahead of the competition.

Bing is already pushing its AI chatbot, and it won’t be long before Google incorporates Bard into its search engine. Reflecting on the potential effects AI may have on your business has never been more important. 

Master the art of short-form video

Short-form videos are an extremely powerful tool in your content arsenal. Forbes highlights that they catch 66% of consumer attention, are 2.5 times more engaging, and are perceived as more genuine than longer videos. Whether it’s for TikTok, Instagram Reels, or YouTube Shorts, the power of short-form video shouldn’t be underestimated.

Videos with killer hooks targeted at an audience’s specific needs can generate huge engagement. It can take time for businesses to master this unique style, but the rewards can be monumental.

If video production has you shaking your head, enlist the help of an expert who can help you produce content in this medium. Small businesses should consider engaging a freelancer who specializes in transforming basic video clips into highly engaging content.

Launch a podcast

Brands are constantly hunting for fresh platforms where they can truly be noticed and heard. Enter the world of podcasting, an avenue with growing potential to captivate new customers on a massive scale.

Data from InsideRadio underscores this: 75% of listeners trust podcast hosts more than their social media counterparts, leading to 60% of these listeners making a podcast-recommended purchase.

So why does podcasting offer such a unique edge? 

It’s likely due to the feeling of having a conversation. Podcasts feel authentic, intimate, and genuine. This helps bridge the trust gap and allows brands to overcome skepticism.

The bad news is that starting a podcast is anything but simple. But with fewer businesses harnessing its power, podcasting is a relatively untapped channel. It’s a chance to stand out in a saturated market and foster profound relationships with your audience. 

Maintaining and Growing Your Online Presence

Now that you have the basics covered, it’s time to grow and retain attention through digital marketing strategies. Your competitors are always active, so to stand out, you must actively work on your digital brand and turn visitors into fans.

Streamlining this process is simple and starts by focusing on these key strategies:

1. Stay consistent: Consistency is the key to brand recognition. Whether it’s your posting schedule, tone of voice, or visual branding, delivering a uniform brand persona across every touchpoint is important.
2. Engage: Think of your online presence as a community hub, with vibrancy coming from ongoing interactions. Rather than posting and ghosting, make an effort to answer questions, welcome feedback, and address critiques.
3. Team up with like-minded entrepreneurs: Brand collaborations and guest posts act like word-of-mouth endorsements. You expose your brand to an engaged community, gaining new loyal customers at the same time.
4. Invest in advertising: Digital ads help new brands struggling with organic visibility, and for established businesses, they boost existing sales, reach, and community growth. 

Begin here for hands-on guidance on sustaining your strong online presence with effective marketing strategies. Each online marketing channel demands constant attention and care.

• Maintain your profiles and track reviews: Keep business profiles fresh and accurate across all platforms. Stagnant or incorrect details can hurt your credibility and search ranking. Review feedback, address grievances promptly, and show gratitude for positive reviews.
• Be interesting on social media: Brands that shine on social media platforms are the ones that engage their communities. Take part in brand-centric discussions and respond to comments and DMs.
• Embrace multi-channel marketing campaigns: Sync your messaging across all channels, be it social media pages, your blog, emails, digital ads, or influencer collaborations. High-quality, integrated content campaigns yield maximum reach and engagement.
• Choose the right marketing tools: Streamline the workflow of maintaining an online presence with effective tools. All-in-one social media management tools like Nextiva help small business owners monitor all social channels, engage with customers, and easily analyze social media performance.

2023 Growth Strategy: Building Your Brand’s Digital Footprint

Regardless of whether you’re a brick-and-mortar store or an online business, your web presence is more than just a virtual storefront; it’s the key to building, persuading, and retaining your audience.

Here’s a refresher on our most important takeaways:

• Consumer behavior: A massive 98% of consumers turn to the internet to discover local businesses and before making e-commerce transactions.
• SEO: It’s the magnet pulling consumers to your doorstep, with the top result garnering a 27% click-through rate.
• Trust factor: Online reviews are today’s word-of-mouth, with 91% trusting them as much as personal recommendations.
• Consistency and engagement: Your online brand voice should be steady, engaging, and evolving.

So, what’s next? It’s time to roll up your sleeves.

Seeking out a brand online is about to change in big ways. Bing’s new search engine features strongly recommend that people use generative AI. Google’s not far behind with Bard and its upcoming Search Generative Experience.

Basically, everyone’s search experience is about to change. Visitors won’t necessarily reach your homepage but rather an in-depth article that meets the needs of your target audience. 

But if you’re struggling to keep up, Nextiva has you covered. Our platform consolidates your web presence across all digital touchpoints, ensuring you never skip a social media post — or a customer. Monitor your brand identity, engage in real-time, and analyze your performance, all from one dashboard.

Related: Effective Social Media Strategies for Small Businesses

It hurts when a customer leaves a scathing, negative review about your business. It’s easy to lash out in defense of the company that you’ve built. So, what should you do to improve your online reviews? 

In this guide, we’ll provide you with actionable steps to address critical online reviews and generate favorable reviews, as well as helpful tips to make customer reviews an asset of your brand. 

Why Are Online Reviews Important?

Managing your online reviews is vital to your company’s growth — and the more you have, the more your business will grow. This is because most shoppers will read review sites before making purchasing decisions. In fact, 79% of people trust online feedback as much as personal recommendations.

It’s especially important for local businesses to get reviews to build customer trust. 

Online reviews also help improve your SEO, as they will put you in a better light with search engines. The more reviews you have, the more likely Google will recommend your site during organic searches, eventually helping to improve your sales.

Tips to Improve Your Online Reputation

When you have a poor online reputation (or no reputation whatsoever), you can improve it in several ways. Here are some excellent tips:

Be mindful of the customer experience

The best way to get good reviews is a no-brainer: you must ensure your customers have a good experience with your product. Happy customers will ultimately reflect on your brand.

Negative reviews can offer solutions to improve your business. Start by looking at the recent feedback you have received. What are the most common complaints? Do people frequently mention high pricing or rude service? Find the areas needing improvement and provide products or services that will thrill your customers.

Monitor the reviews

Most people look at the average star rating when considering whether to buy a product or service. This is why you must keep a close eye on your ratings. There is a good chance it might become frustrating as your ratings fluctuate, but eventually, you may notice a pattern.

E-commerce businesses that respond or promote their online reviews on marketplaces like Amazon outperform those that take a passive approach.

If you don’t have the time to go through every review yourself, there are certain tools and reports within review platforms that you can use. These solutions will alert you when customers mention certain keywords or assign a low rating, allowing you to solve a problem before it becomes prevalent.

Ask for customer feedback

What’s the best way to get more reviews? Ask for them. Many customers forget to write reviews, not because they don’t like the product but because they don’t think you need them. You would be surprised at the number of happy clients who want to leave a review when asked to do so.

While you are at it, make sure to educate your customers on how to leave a review. For instance, many new customers might want to leave a review but don’t know which online review sites to use.

An email and text message follow-up can go a long way to rack up more online reviews. 

Related: Managing Customer Feedback: Why It Matters & Top Strategies

Follow up on negative reviews

No one likes getting negative reviews, but let’s face it: someone will always be unhappy with your product. Sometimes, it might be due to a person’s pickiness or something out of your control. Other times, it might be something you can fix as a business owner.

Regardless, you need to address negative feedback. Your first thought might be to leave the review there and try to ignore it. However, potential customers will see the standing review and judge you based on how you respond. If it seems that you do nothing, it won’t look good.

When responding to critical reviews, always be professional and try not to blame the customer. Apologize for their bad experience, offer a way to resolve it, and suggest they contact you offline to take the issue out of the public eye.

Showcase the positive reviews

Often, a close eye should be kept on bad product reviews. However, this does not mean you should take good reviews for granted. If you only respond to bad reviews, you may give the impression that you are only interested in putting out fires.

You must show that you care about happy existing customers as well. 

This can increase customer loyalty. One case study shows that 79% of clients expect a response within 24 hours, whether they give a good or bad review. Replying with a simple “Thank you!” won’t take much effort and will likely improve your company’s reputation.

To make this process easier, consider using a template for responding to positive reviews.

Take customer feedback seriously

It’s one thing to read and reply to a review; it’s a different matter to actively listen to it. It’s easy to go on the defensive when you see a bad review, but what if they are not entirely wrong? What if there is something you can do to make them happy?

Take a moment to cool your head and look at honest feedback. Is this a complaint that keeps coming up? If so, can you do anything to improve the customer journey? Take steps to fix the problem so it does not reappear in the future. This can help calm your nerves and prevent future negative reviews.

Personalize your responses to customer reviews

Many small businesses set up an automated response system for every review they get, good or bad. 

That said, studies show that customers are more responsive to personalized surveys. No one wants to get the same automated response everyone else got, especially if they took the time to offer constructive feedback.

Rather than giving the same standard response to everyone, personalize responses based on the feedback you receive. This can help boost your credibility and make customers more likely to engage with your brand. This will also make the search engine see you in a better light, as you’ll be actively interacting with your customers.

Follow the rules

If you go on review websites, you must know one thing: each platform has its own rules. 

For instance, it’s fine to ask for Google reviews from your customers, but Yelp frowns on it. Disregarding their rules may cause your page to get flagged.

The Federal Trade Commission also has a series of rules you must follow. First and foremost, you can’t offer financial incentives for generating positive reviews. For instance, trying to buy reviews on Yelp will negatively affect you in the long run. In addition, authentic reviews drive more customers, so playing by the rules will work in your favor.

How to Drive More Customer Reviews

If you’re looking to boost your number of reviews, there are a few methods you can use:

Claim and update your Google Business Profile

The stronger your online presence, the more likely you are to attract buyers. There’s no better place to start than by updating your Google Business Profile (formerly Google My Business). This is important because most clients search for services on Google before landing on your page.

It might be time-consuming, but make sure to add all the relevant information for your business, such as your phone number, address, description, products or services, pricing, etc.

Google likes transparent and consistent businesses, so if it sees recently updated information, it will drive clients your way. People will see that you are active and engaged online and, in return, will be more inclined to leave a review.

Plus, this will help you make a good first impression. If you keep your profile updated with your current business information, potential customers will be more likely to stick around.

Related: How to Get More Customer Reviews [Top Strategies & Ideas]

Offer small perks for reviews

While you can’t pay to get a positive customer review, nothing is wrong with offering an incentive for their time. The only condition is that it should not be specifically for good reviews but instead to encourage customers to give any kind of feedback.

For instance, if it suits your business type, you can consider giving a coupon, a voucher, access to a webinar, or a discount for their next order. However, remember that you need to be mindful of the platform you do this on.

For instance, while it may be okay to do this on your website or app, not every site allows it. Yelp often filters out the reviews given after an incentive.

Dominate your social media pages

A good way to draw reviews to your page is to make your presence known on social media. Dominate the platforms where most of your customers spend time. The most popular are Facebook, Instagram, YouTube, and LinkedIn.

One tried and true strategy involves alternating between informative posts and seeding customer reviews between them. This will provide value to your audience and show off social proof, telling others that your business can be trusted. You never know when someone’s feedback or word-of-mouth can influence another’s buying behavior. Make sure you post and comment as consistently as possible.

Include a customer love section on your site

Most websites have a testimonial page, which is often added by the owner and is only for the clients to read. 

You should add a designated section where customers can add reviews to draw more reviews. Doing so will make your website more likely to appear when people look up your service.

Adding a review section to your website also shows your visitors that you aren’t afraid of feedback. In addition, it’ll prove that you have nothing to hide and are open to making changes whenever necessary.

Ask for a review at the right time

There is a right time and a wrong time to ask for customer reviews. It’s important to be able to know which is which. For the most part, when it comes to getting reviews, you should ask for it when the memory is fresh in customers’ minds. This can be done by email, SMS, or any other contact channel customers prefer.

Follow up on customers who didn’t review

Many of the buyers who received a request for a review might not follow through with it. It may not always be because they don’t want to. It may be because they simply forgot about it. This is why you need to make sure you follow up on the follow-up, so to speak.

You may think your persistence will annoy them, but very few mind it. This is important because most clients only consider the newer reviews. Those older than three months are considered less relevant.

Make your website mobile-friendly

Nowadays, many people have their entire lives on their smartphones. They are quick and easy, and individuals often scroll through their phones to pass the time while commuting or on breaks. This is one unbreakable rule you must keep in mind when you are sending a review request.

So, when you send an email, ensure the link easily converts to a mobile platform. People might want to offer a review, but if they must continuously zoom in and out, they may change their minds. 

Always make it easy for your promoters to leave feedback, regardless of which platform they choose to use.

The Bottom Line

Getting an occasional bad review is normal, even for top companies. However, with good online reputation management, you should be able to present your business in a better light. Reach out to those who left bad reviews and acknowledge the customers who left good ones.

Remember that ignoring a bad review is never a good idea. Listen to your clients, address their concerns, and try to find a resolution. 

Doing so builds trust, which will increase your reviews and your sales.