The best way to turn negative online reviews in to marketing wins

Reading an adverse review about your company can seem like a punch to the gut. But  once you get over the initial impact, you will find lessons to be learned and a magical lining or two. Let’ t look at all the ways you can turn an adverse review into a positive thing for the business.

First, let’ s look at why bad rankings and reviews aren’ t because problematic as you may think. A 2017 study greater than 1 . 3 million local evaluations by RevenueJump discovered that the number of reviews influences company performance on Google local search results, along with the  highest-ranked listings boasting typically 38 reviews and the lowest-ranked entries having an average of only 14. a few reviews. So , negative reviews are excellent things to have in that they increase the total quantity, and having a lot more reviews is correlated with higher ratings.

Additionally , negative evaluations offer you the opportunity to respond to the reviewer’ s concerns and turn around their own impression of your business (which may hopefully be followed by a revising of the review). Even if you can’ to change their minds, 77 % of consumers discount reviews that are a lot more than three months old, whether they are good or negative, a 2017 study by BrightLocal found .

Exactly the same study indicates that negative evaluations aren’ t the turnoff you may think they would be. Just 40 % of respondents said they’ g stay away from a business after reading unfavorable reviews, down from 68 % in 2016. Having the full range associated with reviewers’ sentiments about a business, from your good to the bad, helps clients make more informed decisions.

Negative reviews can:

  • Alert you to troubles you weren’ t aware of, so that you can fix them.
  • Provide you with an opportunity to improve brand sentiment simply by how you respond.
  • Give a search engine optimization (SEO) bump, since they include legitimacy to your business.

Next time you get a negative evaluation, use these tactics to change it into a marketing win.

Show customers you care

Customer service is everything in order to consumers today. NewVoiceMedia’ s 2018 “ Serial Switchers” report discovered poor customer service costs businesses greater than $75 billion a year, which is a rise of $13 billion since 2016. When a customer complains about your company in an online review, you can decide to ignore them or you can use your reaction to provide amazing customer service. Customers who may have their issue solved in their initial interaction with a  business are usually twice as prone to purchase from that business again , BrightLocal reports.

Acknowledge and show appreciation for every review you get. Reviewers are usually helping your SEO, and they’ re providing powerful feedback which you didn’ t have to spend money on the survey to gather. Courteously tell the particular reviewer you have investigated the problem plus explain the steps you’ lso are taking to correct it. You may want to provide an invitation for a free company to make up for the mistake or give a coupon for the reviewer’ s following purchase.

A simple and contrite response to an upset reviewer may be enough to make all of them change or update their evaluation, or at least give your business another possibility.

Use complaints meant for content marketing

Trapped trying to think up new content tips? Look at customer complaints. The things your clients are talking negatively about within reviews can inspire new content material.

Let’ s state your company runs a freelancer market place. Companies post their freelance style jobs on your site and developers apply to win the work. In the last 3 months, you’ ve received a few bad reviews from freelancers saying these people apply for jobs but never earn them. They call your site the waste of time.

On investigation, you learn that the self employed who are complaining haven’ t enhanced their profiles with you. They’ lso are likely not winning the work simply because they aren’ t showcasing themselves within the best light.

The particular fix: create content that displays users how to optimize their information. Provide step-by-step instructions and display shots that demonstrate how they can greatest position themselves to get awarded projects.

Offer help

Similarly to using negative evaluations for content ideas, mine testimonials for ways to amplify the level of customer care you provide. Use customer problems to create a frequently asked questions section on your internet site, eliminating the confusion your harmful reviewers have been experiencing.

You can also use negative reviews within staff training. Alert your group to the reasons people express displeasure about your business, and train your own employees so that they go above and beyond in individuals areas.

Use evaluation feedback for social media content plus digital customer service, too. Share articles that can help mitigate bad reviews, whether or not it’ s offering an useful tip or sharing a web page that includes all the details of a product or service.

Run paid ads for the specific product or service

In case a specific product or service you offer continues to be particularly hit hard in testimonials, use online advertising to expose more individuals to it, but wow them with the particular service they receive so that better reviews come through for it. A lot more people try the product or program you’ ve promoted, you can get more recent, more positive reviews that outshine any kind of negative ones.

You may use Facebook Ads or Google Advertisements to direct leads to a squeeze page offering a coupon for the provider. Or, if you’ re within the B2C space, try a deals web site like Groupon. With any advertising campaign you run, make sure your staff is certainly prepared to offer exceptional service.

Welcome all types of reviews — even negative ones

Reviews are essential tools businesses may use to improve their products and services. Have more customer reviews by including hyperlinks to review sites your business is detailed on, like Yelp and Search engines My Business, throughout your website plus social media presences. If you’ lso are using email marketing for new customers, incorporate a call to action to leave a review (be careful on Yelp, though — it’ s a violation of their terms associated with service to demand a review). When a customer simply leaves a review, you can build a positive connection, even if the initial review is damaging.

You can also get more reviews that are positive by featuring the ones you have within marketing materials like social media webpages or email campaigns. Customers who are showcased feel special, and your new customers will make their reviews more positive, too, hoping that they will be featured.

Next time you do get a negative evaluation, take a deep breath and relax. It’ h simply a chance for your business to obtain a new marketing win.


Opinions expressed in this post are those of the guest author rather than necessarily Marketing Land. Staff writers are listed here .


About The Author

Megan Krause is a senior editor with Vertical Measures , a Phoenix-based digital marketing company. Prior to this role she had been managing editor at ClearVoice, the content marketing software startup. Megan has more than 15 years’ encounter in content writing, editing and technique development, and she loves helping manufacturers create great content that hard disks leads and boosts conversions. She’ s passionate about words, language, sentence structure, punctuation and style. And lasagna.

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